National Guild of Hypnotists 2014 Newsletter Issue 2
This is the second newsletter for people interested in the National Guild of Hypnotists Convention, being held August 8-10 in Marlborough, MA. The theme of this year's convention is Building Our Profession. In this newsletter, we talk about brand building, and establishing an online presence as part of building and maintaining your professional brand. The National Guild of Hypnotists is a not-for-profit educational corporation based in New Hampshire dedicated to advancing the field of professional hypnotism. The Guild is a resource for members and a vehicle for legal and legislative action in service of hypnotism as a distinct profession.
Published on: Mar 3, 2016
Transcripts - National Guild of Hypnotists 2014 Newsletter Issue 2
B U I L D I N G O U R P R O F E S S I O N .
B U I L D I N G YO U R P R O F E S S I O N A L B R A N D .
In his book, “Google Yourself? Your Brand for a New Career,” (Kindle ©2013) author Nick Guenther writes about
not only how critical it is to stand out among others in your profession, but how difficult it is to do so these days.
As Guenther explains, “Your brand (reputation or lifestyle) strongly impacts how others value your product, idea,
or group.” He sums the problem up well, challenging professionals to be able to clearly communicate:
What they bring to the table, and
How they solve the problems that are keeping others up at night.
As professional consulting hypnotists, you ARE your brand. From Proverbs to Ecclesiastes, we are reminded that
a good name is more desirable than great riches and fine perfume. But we also know that today, things happen in
an internet-nanosecond. As Warren Buffet points out, “...it takes 20 years to build a reputation and five
minutes to lose it.”
A key component in building your professional brand involves internet-based reputation management. But in
the wild, wild West of Cyberspace, where do you even begin? ...You start with Google. (continued on the following page.)
N at iona l Gui ld of H y pn otis ts
NATIONAL GUILD OF
The National Guild of Hypnotists 2014
Annual Convention, Exhibition and
Educational Conference will be held
August 8-10 2014, at the Royal Plaza
Hotel & Trade Center in Marlborough,
Follow this link to:
Sunday, June 1, 2014 - Jerry Valley, Tommy Vee and Michael DeSchalit - Ultimate Stage Hypnosis
Friday, June 6, 2014 – 9 pm Eastern Time – Lynsi Eastburn - Hypnosis for Fertility
Saturday, June 7, 2014 –
9 pm Eastern Time – David Quigley - Past Life Regression Intro
The NGH Pre-Convention Free Teleseminars are starting.
Be sure you take advantage of them. Click the links below for
complete instructions for accessing each event.
Begin your internet-based brand reputation management by doing exactly what your clients and prospective
clients do: Google your name. You may find yourself lost in a sea of others who share your first and last
names. Or you may find that the unusual name your parents chose for you is a benefit in helping differenti-
ate you from others.
More experienced internet users may search for your name defined by quotation marks. For example, John
Smith becomes “John Smith”. Adding quotation marks helps the search engine refine the results it brings
you. Without quotation marks, Google will return first all the information it has on John Smith, followed by all
the information it has that contains the name John or the name Smith in any form. By using quotation marks
to define your search, you will garner only results that include the words “John Smith” in that order.
Now we ask the timeless question, “What is in a name?” In a world where search engine results have
replaced telephone books, encyclopedias, and even entire libraries as our go-to resource, the answer to the
question of what is in a name is: everything. In order to control your internet-based brand you must pick a
name and stick with it. You can’t sometimes be William Jones, sometimes Bill or Billy and other times
William H. Jones. If you do, you are sending search engines conflicting messages about who you really are.
You are diluting your own brand message. (continued on the following page.)
As part of building your brand online, you must be consistent with the
use of your own name, every single time it appears in text. From social
media, to articles you write, to professional listings and directories, you
must pick one version of your name and stick with it. Although making
your name distinctive with the addition of an initial may help you stand
out in the crowd, if people won’t recall that you are William H. Jones,
then using the “H” initial actually works against you in brand building.
NOTE: If you have multiple variations of your name scattered about the
web, you will want to change it retroactively in all the places you can,
including your social media sites. Be aware that many sites have limits
as to how many times you can make a name change on your page or
If you don’t already have Google Alerts in place, this is an important
(but easy) step to take. Google Alerts come to you in the form of email
notices you receive, alerting you to the recent web publication of
words, names, or phrases from a list you define.
For example, you might choose to define for Google Alerts that you
wish to be notified each time there is a new or updated web use of:
Bill Jones (your name)
Bill Jones hypnotist
Bill Jones consulting hypnotist
National Guild of Hypnotists
Hypnosis weight loss
Hypnosis weight loss New Hampshire (your state or city)
You can then specify how frequently you wish to be notified (daily,
weekly, or as it happens) and if you want only updates from blogs, from
the web in general, or from news items. There are other control criteria
you can set to help you further refine the information you receive.
After a few weeks of receiving Google Alerts, you may want to tweak
the criteria you have selected and add additional alert items. You will
be able to better refine your alert terms based on the information you
are already receiving.
Sometimes you may become aware of negative comments about you or
In next week’s newsletter, we will look at “Damage Control” for
dealing with negative feedback about your brand.
Create a Gmail Account
Google sets the bar for search
engines, accounting for between 65
and 75 percent of all US and global
internet searches. Although Bing,
Yahoo, and other search providers
deliver similar but significantly more
limited services, for most businesses,
“getting it right” on Google is the
important first step.
Google owns many of the services
you may already use on the web,
including YouTube, Gmail, AdWords,
Google Analytics, FeedBurner, Blog-
ger, Picasa, and dozens of others.
The goal of Google is to give you all
the free tools you need so that you
never have a reason to go elsewhere.
All Google platforms are unified, so
even if you have and use another
email provider, you still need a
Gmail account. Your Gmail account
identity serves as your entrée to
using any of the Google-owned
programs or tools. Your account
simplifies the use of these programs
(for both you and Google) by recog-
nizing your Google user name (your
email address) and password across
all Google platforms. A Gmail account
is an easily accessed program no
matter where you are or the device
you are using.
NOTE: Forwarding other email
accounts to Gmail also provides a
good (free) way to backup those
Each week between now and
the 2014 NGH Convention,
you can receive the newsletter
delivered to your email simply
by going to the website:
On the upper right corner of
the of the webpage you will
see the words: “Get All the
NGH News…” Just fill in your
name and email address in
the spot provided and you will
receive NGH Convention
news along with helpful tips
about building and growing
your practice as a professional
2014 NGH CATALOG
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All 7 sites. Each web platform serves a different function and makes
it easy for you to interact, engage, and share in different ways and
with different groups.