I couldn’t snap Billy out of his trance.

It happened over thirty years ago. I was a teenager fascinated
by the powers of the mind. I read about spirituality, psychic
phenomena, UFO’s, past lives, present problems, the magic of
believing, and yes, even hypnosis.

And that helps explain why I had my best friend, Billy, in a
deep trance in the basement of my parent’s home in Ohio. I had
regressed him from the age of 16 back to the age of four or
five. I had no business doing it. But I was curious and Billy
was game. It was a remarkable morning until something truly
terrifying happened.

I snapped my fingers—the prearranged command to wake Billy
up—but he stayed in the chair, smiling, eyes closed, and
laughing loud and hard.

“How old are you?” I asked, wanting to check his age level.

“Seventy-two, how old are you?!” he replied, laughing like a
wild, untamed, truly obnoxious child.

You can’t imagine my fear.

“When I slap my hands together, you will awaken,” I commanded.

Billy laughed long and loud.

I slapped my hands together.

Billy laughed louder and longer.

I’m panicking now. I’m barely sixteen years old. I have my best
friend in a trance, regressed to a young age, and I can’t bring
him out of it. I could see my parent’s rage. I could see Billy’s
parent’s rage. I could see myself locked up, still a teenager,
all because I practiced hypnosis like other kids played baseball
or monopoly.

I waited. I held my breath. I snapped my fingers. I slapped my
hands. I perspired. Billy wasn’t coming out of his trance. He
was locked into another time period. And I was responsible.

Some kids borrow the neighbor’s car and wreck it. I borrowed my
best friend’s mind and put it in park.

What was I going to do?

I don’t recall how much time went by before I decided to call
for help. I remember going to the phone book and desperately
searching for a hypnotist to call for help. I found one in
Cleveland, Ohio, a hundred miles from my home. I called him, got
him on the phone, and acted as cool as I could.

“Doctor, my name is Joe, and, well, I’ve been learning about
hypnosis. I was just wondering, what would happen if you put
someone in a trance and they, well, er, ah, you know, never came
out of it?”

There was silence on the line.

Then I remember the voice bellowing at me.

“Are you practicing hypnosis there?!”

“Oh, no,” I lied. “I was just curious what would happen if, you
know, you put your best friend under, regressed him, and he
wouldn’t come out of it. Is that a bad thing?”

“Is your best friend there now?”

The hypnotist was on to me.

“Well…yes.”

“Will he come to the phone?”

“He won’t do ANYTHING I ask,” I said. My voice was cracking
now. I was scared and it showed.

“Don’t worry about it,” the hypnotist advised me. “He’ll either
naturally awaken shortly, or he’ll fall asleep and then wake up.”

“But he thinks he’s five years old,” I added.

“YOU KIDS HAVE TO STOP PLAYING AROUND!” he roared.

“But I want to be a hypnotist someday,” I explained.

“GET TRAINING FIRST!” he blurted.

“Okay, okay, I will,” I said. “But what do I do about Billy?”

“Put him on the phone.”

I went to Billy, somehow got him to get on the phone, and the
hypnotist said something which helped Billy awaken. To this day
I don’t know what he said. And since I haven’t seen Billy in
nearly twenty years, I have no idea how old Billy really thinks
he is. I understand he’s now a State Trooper in Ohio, so I
imagine he’s stable and well. Still, I’m staying in Texas.

I learned something profound that day in my parent’s basement
when my life stopped for an afternoon.

I learned that trances are powerful. They are real. And we are
all in them.

That’s right. You’re in a trance. Yes, right now. So am I. We
may not think we’re five years old, but we think we are writers,
or marketers, or salespeople, or some other “trance.” As long as
we believe the trance we are in, we will play it out perfectly.
When we wake up, we’ll just be in another trance. Even the “I’m
now awake” trance is just another trance.

Stay with me here. Whether you disagree or not, there’s a
valuable lesson here—one that can help you increase your sales
and your profits.

In short, your prospects are all in trances. If you merge with
their trance, you can then lead them out of it and into the
“buying trance” you want them to be in.

I’ll repeat that:

“Your prospects are all in trances. If you merge with their
trance, you can then lead them out of it and into the “buying
trance” you want them to be in.”

Let me explain with an example:

Say you want to sell a new software program on how to
incorporate your business. How would you do it? The average
person might send out a sales letter that says “New program
makes incorporating a snap.” That approach would get some sales,
especially from people already wanting to incorporate.

But a more hypnotic approach would be to run a headline such as
this: “Tired of paying too much in taxes? Read this surprising
way out of the maze!” This new approach would merge with the
existing trance in a business person.

In other words, they are in the “taxes suck” trance” and the
“small businesses get screwed” trance. Agree with them. Merge
with them. Accept that trance as your door. Then lead into what
you want to sell by tying it back to their trance.

Let’s break down this process into 3 steps:

1. What do your prospect’s believe right now? (Current trance.)
2. Agree with their beliefs to merge with them. (Rapport.) 3.
Lead their beliefs into your offer. (New trance.)

That’s it. That’s the real secret to “hypnotic selling.”

What? Oh. You want another example? Here goes:

Say you want to sell a pair of pants. How would you use our
“Hypnotic Selling” 3-step process to move them?

1. What do your prospect’s believe right now about pants? A
little research would help. Let’s say they believe all pants are
the same. They are in the “all pants are alike” trance. That’s
their current trance, or mind set. You would not be very wise to
argue with it. Instead, accept it and go to step two.

2. Agree with them. In person, on the phone, or in your
headlines, say something that let’s your prospects know you are
in the same trance. Use statements such as “I thought all pants
were alike, too” or “No pants are different–so why even look at
this pair?” This creates rapport. You can’t sell anyone without
creating rapport. So, step two is a way to meet people where
they are. Consciously join their unconscious trance. Then go to
the next step.

3. Now lead them into your offer. You might say something like,
“Why are people saying these pants are different? Here’s why.”
This is taking them into a new trance—a trance that says “Some
pants are different”—a buying trance. Because you acknowledged
the trance they were in, and merged with them, you are now in a
position—a very powerful position—to sell them.

There are numerous ways to find people’s trances, merge with
them, and then lead them into a “buy from you” trance. I won’t
be able to go into all of them in this short article. I’m just
giving you the tip of the iceberg here. But before I end, let’s
look at possible existing trances your prospects may be in when
you call, or send them a sales piece. They include:

“I’m worried about money” trance “I’m lonely” trance “I’m
afraid of people” trance “I’m sick and tried of my job” trance
“I’m fed up with my kids” trance “The world sucks” trance “I’m
hungry” trance “I need to lose weight” trance

And so it goes. You’ll notice that each of these trances are
self-serving. That’s the nature of people. They are interested
in their well-being first. They are pre-occupied with their own
needs, desires, pains and more.

Any inward state is a trance. Naturally, everyone is in one
trance or another when you call them or write them. Your job is
to note it, merge with it, and lead them out of it.

Here’s one final example to make this process clearer for you:

Let’s say you want to sell a music recording. We’ll make it a
classical CD.

Step 1. What trance are people already in? You can imagine they
come home from work, find your sales letter in their mail, and
are NOT in the mood for it. Your headline might say, “Just got
home from work?”

Step 2: Create rapport by acknowledging their trance. You might
write, “Since you just got home from work, are probably tired
and ready to toss this mail in the trash, wait one second before
you do it.”

Step 3: Now introduce your new trance. Maybe write: “Imagine
putting a CD on that fills your mind with soothing, relaxing,
healing music…the kind of heavenly sound that helps drift far,
far away from your day…”

To end this article, let me remind you of what Billy taught me
when I was a kid: Everyone is in a trance and everyone can be
brought out of it. The idea is not to ignore this quirk of human
nature, but to use it for the well being of all you
touch—including your own profit!

Just don’t age regress any of your prospects!