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 b...
Sunday, June 1, 2014 - Jerry Valley, Tommy Vee and Michael DeSchalit - Ultimate Stage Hypnosis
As part of building your brand online, you must be consistent with the
use of your own name, every single time it appears ...
Page 4
Each week between now and
the 2014 NGH Convention,
you can receive the newsletter
of 4

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
Published in: Health & Medicine      

Transcripts - National Guild of Hypnotists 2014 Newsletter Issue 2

  • 1. FOCUS 2014 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, “ 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 HYPNOTISTS CONVENTION on 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, Massachusetts. Follow this link to: REGISTER NOW Issue: 2 2014 MORE ON PAGE 2.
  • 2. 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 BUILDING YOUR PROFESSIONAL BRAND. NEXT UP: 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.) Page 2 MORE ON PAGE 3.
  • 3. 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 account. Alert Yourself 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 your services. In next week’s newsletter, we will look at “Damage Control” for dealing with negative feedback about your brand. BUILDING YOUR PROFESSIONAL BRAND. Page 3 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 accounts. MORE ON PAGE 4.
  • 4. Page 4 NGH COMMUNICATES WITH YOU: 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 Consulting Hypnotist. 2014 NGH CATALOG AVAILABLE NOW! CLICK TO DOWNLOAD w w w . n g h . n e t Home to website for the National Guild of Hypnotists. t h e h y p n o t i s t s c o n v e n t i o n . n i n g . c o m A site for sharing plans, ideas, and excitement about each upcom- ing NGH Convention. w w w . f a c e b o o k . c o m / n g h h q The NGH Facebook Fan page. w w w . f a c e b o o k . c o m / g r o u p s / n a t i o n a l g u i l d o f h y p n o t i s t s The National Guild of Hypnotists group on Facebook. w w w . h y p n o t i s t s c o n v e n t i o n . c o m A public-facing blog for sharing NGH news (your news!) with current members, prospective members, clients, and prospective clients. h t t p : / / w w w . l i n k e d i n . c o m / g r o u p s / N a t i o n a l - G u i l d - H y p n o t i s t s - I n c - N G H - 4 8 2 6 9 / a b o u t The NGH Group on LinkedIn. h t t p : / / n g h n e t w o r k . c o m A social network for all NGH members, created to help members interact with the Guild and its global membership base. Where should you participate and share? 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.

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