Jason Linett: Hypnotizing Your Way to Success

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Hey everybody. David Burton learning from others today. Jason Linett is joining us. He has used the principles and rapport of modeling to track what top business performers do differently to build his own million dollar brand. And his book work smart business rapidly became an Amazon bestseller. And Jason speaks to groups around the world, sharing how to turn your goals into a profitable reality.
And rather than just hypnotize you to become more successful, he will actually help you de hypnotize. The personal blocks that may be holding you back from business success. Jason’s process is not magic, but the results can be magical. Jason, thanks for joining us. Hey, so good to be here. Thanks for having me.
So as your intro implies, you come from the world of hypnosis because I’m right. Hey, you know, same old. I’m sure that’s every guest you have on here, right? Yes. Yes. Pretty much. You get used to it after awhile. You aren’t doing the pleasure of being my first hypnotist. Fantastic. Yeah. So, you know, we got what’s cool about this chat is our audience is largely entrepreneurs.
And so it’ll be great to talk about how, um, you know, I’m sure there’s stereotype around hypnotism. Um, but we, but there’s a practical use for it. And I think it’s gonna be great to go down those paths for our entrepreneur audience. So why don’t you talk a little bit about building of systems and how you build powerful relationships with your audiences and just give us a crash course on, you know, how you bring hypnotism into the entrepreneur world.
And then we’ll go from there. Yeah, absolutely. And I share that part of my mission these days is I’m out there talking about business, working with, you know, whether it’s the one to one or on the platform. Speaking to men, it is the, is to call out. First of all, I’m in a rather unique little industry now are working with people as a hypnotist and here’s the business that I’ve now built multiple six figure incomes across Europe for platforms
And here’s that venture where yes, part of what I do has to begin by inoculating the fear. That I’m going to make people bark like a daughter cluck, like a chicken, which for what it’s worth, I’ve not yet met anybody in this hypnosis world that actually does those things. So spite of those misconceptions and possible setbacks, you know, here’s the opportunity to take a message to a global audience and the real sort of internal dialogue of that all is that if I’ve able to pull it up, these things off with those conflicts, Here’s the person in your audience who let’s say is a real estate agent is trying to sell some sort of online course is whatever piece of business that they’re in.
They don’t have these blocks, they don’t have these beds. So to model the experiences that I’ve had and you hit on the number one word. There, which is that of systems. So to look at everything you do in terms of how do I systematize the aspects of my business, whether it’s something active, like getting out there and doing network marketing or giving live talks to build value in the community, but then as well, To turn on that video camera capture that information and broadcast that dialogue to a global audience.
And the, the phrasing sometimes in my world is that of modeling excellence. I tend to refer to it and set as plagiarized from the best where you’re constantly copying your own specific mechanisms where nowadays let’s use a simple example that I’ve got a webinar that’s going out at the time that we’re connecting here.
It’s going out next week. And that webinar system is now one that we built a couple of years ago. You know, the email sequences, the countdown timers, all of that. We just have to go in now and change out the video content. We just have to go in and put in the new headline and make sure the emails actually deliver based on this event rather than the one from two or three months ago.
But to know where you are at all shapes of your business. And this is what allows us to scale up more consistently year after year, because now here are segments of my business that are just now. Running itself, which allows me to play with my own time and go off and work on new projects here. Yeah. I think that gives an opportunity to discuss, um, you know, the importance of systematizing because it’s, it’s not easy and it’s not fast, but it’s, it saves you time in the long run.
So it’s delayed gratification. So then, you know, you got to absorb that time upfront, but then like you said, now you can do whatever you want with your time. Yeah, it’s that biggest thing that, you know, we, we spend a little bit more time in the planning phase basis of something and almost for a bit of industry, interesting business inspiration.
There’s a documentary that’s now I think still on Netflix called comedian. And it’s about Jerry Seinfeld. When the TV show went off the air and now he’s out there workshopping material in advance of the next HBO special and you get to see him not do well. In this episode, it’s amazing. And there’s a quick moment where I’m on camera.
Cause I was in the audience for one of these shows, you know, where they just announced, Hey, we’ve got a special guest and he comes out and does not do well, which was amazing to see he’s working off of a yellow pad he’s workshopping material. At one point he abandons a routine to simply go, yeah, that’s not going to go on HBO.
Yeah. To look at our businesses in that way, that, where I meet too many people that let’s say are in that analysis paralysis that should I do this? Or should I do that? You’ve got to just pick one thing and then put that out there. And then based on the feedback from your audience and when you’re seeing that feedback is coming in as positive.
That’s where we then start to apply those systematized principles to go, how do I replicate this for another product, another market? How do I duplicate myself? So it’s interesting. Um, when you went and saw Jerry Seinfeld, so how did you know somebody that experienced I’m sure when he realized, Hey, this is kind of flopping.
Um, other people might panic, but I’m going to take a guess. That he kept cool about it. You know, how did that unfold as you could probably see that he realized himself it wasn’t working well. Having now seen this documentary that was kind of a standard in the early stages of this, of just workshopping material.
You know, I share a business lesson that I got a couple of years ago. That I designed this entire one day advanced business training event. And I spent all sorts of time, energy and money putting together videos for a sales page, promoting it out to my list and putting in a massive amount of effort, hiring an extra virtual assistant to redesign the systems, to pull off this event, which is where I can now sit, sit here proudly and tell you I had one person sign up for that event, which the problem was was that I was selling something that.
As the practitioner or the work that I do. I know that’s something that people need it. The challenge was it. Wasn’t what my audience wanted. So they didn’t yet know they were hungry for that specific offering. So this is where, in terms of hypnotic language patterns, we talk about that. There’s no failure.
There’s only feedback. So I could have sat there frustrated and angry going. Why didn’t it one sign up instead, I used it as a learning lesson to reach out to my audience and stuff, simply ask, find out from them. Okay. What’s the greatest need in terms of your business right now. What’s that thing you’re looking to do.
And it turned out to be something very different. And then what my original guess was, so this time around, I was now promoting something that I knew my audience wanted. The event sold out at a bit of a high dollar rate. That’s now a digital online course of mine that still continues to sell to this day.
So is that lesson, the sort of secondary lesson that comes from this is that this gives you that ease best formula for the under promise over deliver, because now the class was now promoting what people wanted. And first and foremost, in the training of event, delivering exactly what they wanted. But then from there, I was now able to pivot the education of the event at the end into what the original program was now delivering.
What I knew is the business owner, myself, what they need it, which again, there’s that under promise over deliver formula to simply do for what people want. And in addition to that, after you provided that now deliver what they really need. That’s what’s going to create those raving fans. Right. A lot of people will go to market without.
Seeing if there is a market now, do you find that, um, you know, w you work with your clients, you work in, in different environments one-on-one and then also group environments and across those, is there kind of a common denominator that always that’s the common hurdle amongst, um, the people that you work with?
Is it not checking their market? Is it, you know, um, self doubt. What’s obviously there’s multiple factors, but is there one that really stands out. You know, it’s that mindset that there’s so many things that we could be doing. And yet we find ourselves stuck at that place of doubting it before we’ve even put it in action.
So I’d give the example of, you know, in business, here’s that opportunity where someone’s off to the side going, should I do this or should I do that? You know, when we look at even personal change, there’s this little bit of a mission statement. If not metaphor that I now live by, which is that all this stuff works.
You just have to use it, that it’s not quite the platform of what you’re using. That’s magic. It’s not that you’re just doing Facebook lives or giving live talks in your area or putting up print ads it’s instead the strategy that’s going into it. So people get caught up on the platform tends to be my biggest discovery that they’re blaming the system of.
Well, the print ads just don’t work anymore, or, well, you know, too many people are now on Facebook in our industry and it comes back to what’s that strategy really, it comes down to the willingness to help somebody solve a problem. Even before we ask for the financial transaction. Provide value in such a way that yes, let’s go back to a show Dini and influence the mindset of building the reciprocity yet.
It’s where today is a great example. I had a client in the office this morning that working with her one to one she’s someone who can I came in by way of referral. That’s coming from referral. That’s not even someone that I’ve already worked with. The reputation is already out there. That here’s a person who listened to an online yeah.
Audio program of mine. And from that, got a great benefit connected. Now with this woman who then was given the information she calls up and decides, yeah, I know I can do something online yet. I want to work with Jason. One-to-one. So really what we’re working on in terms of actually working with weight loss, uh, there was nothing quite new that I could say to her, her that she didn’t already know yet it’s instead here’s that mental dialogue around here’s what’s holding me back.
Here’s why it’s not the good time to do it. Well, you know, the holidays are coming up, whatever the story used to be, it’s about, in my opinion, flipping that picture because taking your current situation, and this is every reason why, yes, you’re absolutely going to make this happen this time. You hit on a good word value and in, in the world of entrepreneurs.
And I think sometimes that becomes a little bit of a cliche word, but at the end of the day, it’s true that the more value that you can provide and you gave a perfect example, um, at the end of the day, your customers want to buy from somebody that they trust. And so as you built that reputation and a referral from a referral that trust has already been established.
And so that people come to you with money in hand, So it’s, it’s a good lesson that, you know, value can never be, uh, under understated in its importance in the world of entrepreneurism. Yeah. And what you just said, there is a great illustration too, of, I know I meet a lot of people who are very cautious around teaching something around, providing something, sharing something of, no, this is a professional service.
I charge for it. If they want it, they have to buy it. And the more, and in some industries I’ve given away more than most others will ever sell. And yet it’s those people who are seeing that value and they’re going, I want more of that, which again, to go back during that small win, you know, to have people getting that result, I know that I’m doing properly.
If a person is leaving our interaction, whether they buy from me or not. You know, whether they sign up for a full series of services, whether they hire me to come and speak at their event versus this person who heard me on a podcast or read a chapter of the book and went, Hey, that’s that little missing piece that I was missing.
So by being willing to share that information and just rise everybody up, that’s where again, those people will naturally make that decision, which the best part is exactly what you just mentioned. There. We don’t have to work at selling hard. Because these are people who are now pre-sold on the process.
They’re ready to take that next step forward on their own. Yeah, it’s a win, win. Aye. You nailed that. Where you said that you have probably given away more than a lot of people sell. Uh, what a lot of people, it’s funny because I had just seen somebody make a post about us yesterday and the topic was something like, do you charge for, you know, free, uh, consultations or whatever it is, your industry free, whatever.
And half of the people came back and said, No way, you know, if there, I want it only the serious clients, and obviously that can pivot from industry to industry, but I’m right there with you, where you give away the farm, you establish that trust and it’s a win win, because you establish your authority. It makes the selling process later.
Uh, easier, but at the same time it attracts the clients you want, because you’ve already established that relationship and built that rapport. And it’s somebody that you can then comfortably do business with. And so saying, Oh man, I really had to sell that guy to get him to come forward. Even though I know I can help him, but then you’re stuck and kind of the awkward position where you’re like, ah, it was it kind of, I’m just cashing a check on this one because you know, they didn’t come to you with that trust already.
Which you hit on something there too that recognize that money is not the only form of transaction. There’s also time. So it depends on where you are in the shape of your business. And I’d give a story of what’s Virginia hypnosis, which is my local brick and mortar office and Northern Virginia, which is a portion of what I do in addition to everything else.
And that’s a business that about maybe 10 years ago. It was the goal, especially in those startup phases of going, I want every single phone call. I wouldn’t make it ridiculously easy and here’s how I’m going to run the business. And the model at that point was that I purposefully chose to not put my pricing on my website.
Because I did not want any barrier. If I told you now I’m going to sell you a car for $10,000, that that’s meaningless. It could be the brand new, I’m not a car person. So I’m about to ruin this, but it could be the brand new Tesla, which I’m sure is valued at more than $10,000. And for whatever reason, Hey, we needed it off the lot.
Just take it off our hands. If you don’t want that car, take that deal. Sell the car, or it could be my 10 year old Scion XB, which is currently at the mechanic. Cause there’s a thumping sound coming from it is this nearing a hundred thousand miles, but it’s basically a Toyota somebody to get another a hundred thousand out of it, uh, that would not be a good deal for $10,000.
So I did not want someone seeing the pricing on my website. And eliminating me. And what I’m getting at is that was the early phase of things now of days, because I’m running a bit of an intentional three ring, circus lifestyle, where I do a lot of digital content. I teach live events, I see private clients online.
I do business consulting. I speak from the platform and this sort of, you know, cavalcade of all these different things where I’m the business, I’m the brand inside of it nowadays. I don’t necessarily, I really want every person calling me. And so I could charge for that initial as we call it the strategy session.
But instead I put a few more, let’s call it hoops in that process. And if anybody’s curious, you can head over to Virginia hypnosis.com and click on any of the strategy session links. And you’ll see this in motion where there’s a series of questions. It’s a bit of an application now. In order to get in touch with me.
And yes, one of the last ones was that I understand the program is begin at this price and I’m willing to make that investment in myself. Now, that’s not the first thing out of the gate. They’re seeing that towards the end of the sequence, but we can model this now for private consulting. We can model this for speaking engagements we can even do so in such a way that may be, you might benefit from a few more steps in front of your product.
That way, you know, people are buying it, that one are actually going to use it. And two are the ideal people for that program. Well, some of the better fighting sequences that I’ve seen lately is, is just what, what you walk through because you don’t want to work with just everybody. And one of my favorites I saw recently was a marketing group that when you get towards the last of the questionnaire, and like you said, it’s like an application at the end.
It said something like on a scale of one to Chuck Norris, how qualified are you in this industry? And, but then after that, Yeah. So they, they kind of put in a little humor, but then right after that, they say, don’t waste my time. If you’re not going to commit to following through with our engagement than don’t waste my time.
And it’s really important as entrepreneurs to understand. Uh, you know, in, in the beginning of a business, kind of like, like you touched on you’re hungry and you kind of just need every dollar you can get, but it really is true that when you get a baseline, you have to start flexing that no muscle and working with more qualified clients that will pay you appropriately, because then you’re going to provide a better product or service because you’re incentivized to do so.
So it’s an important lesson, especially for the earlier entrepreneurs. I mean to look at it from the hypnotic hypnosis world, we spend a lot of time talking about rapport and, uh, you know, to look at rapport instead of just mapping chicken, mirroring the person to trick you into liking me. Instead, the intention of this originally was, let me step into your model of the world.
Let me now start to understand your thoughts, your actions, your behaviors in such a way that you and I can better communicate. With each other. That’s the origin of all this stuff. And to start to build that, let’s call it avatar of your ideal client and now speak directly to that one person. It’s where if you try to sell to everybody, you end up often selling to nobody.
And instead here is that ideal person and to get so laser specific, as much as we can talk about. Niche markets, which is, I like to say, it’s not a niche, it’s a niche because niche rhymes with rich, but even better, we can deep dive further into that and do a micro niche. So let’s take the person who was in the office this morning, that I’m not just really working with the personal client for weight loss these days.
It’s instead here is that person who is either diabetic or prediabetic, who is now being told that if they control the blood sugar numbers, if they do that, they can reverse the diagnosis and get back into better health. And by doing those things that will help them to lose weight. So the losing weight is actually a bit of a secondary goal.
The primary intention is controlling this possible disease that might be there. So it’s from this position now, as soon as I’ve narrowed down to that category, I know where these people gather. I know what things they’re already looking at online. And here are the scores of video testimonials I have in one new one as of this morning of someone who has that specific concern.
And here’s the result that they found. So again by casting that perfect story as to here’s what I’m looking for, here’s the evidence that it just clearly works. And there’s the result of that. This is where, especially for those people out there in a business audience who are maybe a little cautious around the idea of selling.
All I’m ever doing is educating towards the next step, providing the evidence. Yeah, just, Hey, this is what I do. Here’s the results that we see and take that same dialogue now, too, working with someone one-to-one in terms of their business, take that same dialogue of someone going through this digital online course.
And here’s what I’ve learned. And here’s now what I’m doing with it. Really, it all comes back to story and recognize the story your client is already telling and continue that story now with your solution, your service, as that result. Right. It’s about relating to them and the word you used to nails. It, it’s something I’ve said before is that not selling is often the best way to sell and educating is, is a great way to accomplish that.
Now walk us through what it’s like to work, work with you. You mentioned that you work in one-on-one scenarios and also group scenarios. Um, you know, I’ll, I’ll let you pick which path you want to talk about, but what’s an average timeframe. To work with you and walk us through the process and help us understand your work.
Yeah, absolutely. So to look at what I do, it’s kind of more of that educational coaching aspect of it that we can look at hypnosis again from the steroids types that, uh, they’re going to be on camera conscious. They’re not going to be aware of what’s going on, but really it’s the opposite of that. The, the modern reframe is that it’s more of an accelerated.
Accelerated learning state of mind, as opposed to a loss of conscious. Yes. And here here’s the best way to explain the hypnosis let’s let’s use one of the categories. That’s one of them ones I see the most of which is that here’s somebody in business. That’s got an issue with public speaking. That they want to get up there and yet they feel anxious.
They feel tired, terrified there got that classic fear of public speaking. Uh, the old joke is that the most common fear is public speaking, followed by death, which statistically means that a funeral, more people would rather yeah. Be in the box than giving the eulogy. Um, but I’m sure that’s not exactly the case, but numbers don’t lie.
Yeah. So it comes down to, first of all, recognizing. As I would phrase it that you’re already doing this, let me show you how to do it better. You see, we define hypnosis as being that bypassing of that critical part of the mind where you’re so aware of one idea, and yet the mind is processing something else instead.
So easy example, you’re driving in your car. You’re thinking of everything other than driving your car and you still end up where you’d like to go. You’re watching a movie, you know, it’s all fiction and their actors dressing up and playing pretend. And yet we still get swept up in the story or back to that public speaker.
He is the most qualified person in the room. There’s a reason why they’ve asked him or her to get up there and give that presentation. And yet, in spite of that conscious awareness, there’s that. Unconscious feeling that’s now producing terror, fear holding the back. So they’re aware of this yet. They’re feeling that to which I’d say, congratulations, you’re already doing hypnosis.
Let me show you how to do it better. That’s the mindset behind it use those superhero powers for good. So it begins the same as giving a presentation for a group. What is their greatest need? Why are we having this conversation today? And the dialogue always needs to be filled focused upon that outcome.
What do you want to have happen? What are those things you want to be doing differently rather than just dragging them through the model of how things have been then up until now? Share the quick anecdote anecdote that I did a stress relief program at a local business. And they had one of these programs before, but the folks who were there last time just gave PowerPoint presentations as to here’s how stress is killing you.
And then the day wrapped up at five. O’clock give the people strategies come on. So again, by learning what their specific impulse, what their specific goal is then from there, that’s what begins to write the process. And I talk. About the idea of the power of premise that so often we find ourselves stuck inside of the problem.
Well, because I’m not yet promoted to that position. That’s why I feel nervous. Well, we can take that same belief structure and flip that because on its head in such a way that now, because I don’t yet have that position, that means this speaking opportunity is every reason I get to showcase. How skilled I am, what techniques I know and how ready I am to move into that phase of my career.
So by taking this belief structure and flipping it on its head, we’re using everything now as an asset, which for what it’s worth take everything I’ve just said. And that’s the same way we think about business. Here’s the asset of the video I can show to these further clients that brings more people in.
So I’m looking at my potential client, the real sort of landscape of it is. Instead of what’s wrong with you and how the heck are we going to fix all this stuff instead? What’s great about you. How do we harness what’s there put that to use in such a way that now you can replicate it on its own. So I typically work with people for about four sessions or so in a personal change environment.
We get them that change in motion, but along the way I’m teaching them. Here’s how you strengthen it on your own. Which to pivot that same dialogue over to being on a platform, giving the keynote at an event I’m teaching actionable strategies to actually internalize the goals. One of which of course happens to be self hypnosis, which I demonstrate with the group.
And it’s about breaking that mindset about how stuck that problem used to seem to be. Instead of now flip that belief system in such a way that now everything that’s presenting itself around you is every reason where as I like to say, I got this, this is going to be easy. Or even better, this is going to be fun.
Yeah. There you go. Is in the speaker example, when you talk about, you know, the common fears of speaking in public, How often is it the underlying problem, a fear of actually messing up versus imposter syndrome and them thinking they’re not quite, you know, it kind of becomes a perfect storm of all three at times where, and sometimes one may be more dominant than the other at the same time, too.
This is where the hypnosis comes into handy, that there is a branch of hypnosis. Some people have heard of before called NLP neurolinguistic programming, which is a very. Convoluted term, which basically refers to conversational hypnosis. So in addition to unraveling the fear, dissolving away the imposter syndrome, that may be there, the fear that I’m going to screw up, we can also boost that confidence up a little bit more.
If they’re going to, into that moment with a little bit more, let’s call it linguistic strategy. If they know that here’s how I can land. I message in a much more authoritative effective way. If they’re seamlessly making that transition between when they’re presenting the information towards now, when they’re making that specific offer, let’s assume it’s a sales environment that we talk to use a little bit of the, uh, the terminology in my field.
We talk about the metamodel. Which is that of gathering information. So this is that moment of a listening, all the data that I’m going to need to help someone out. Then the pivot side of that is what we call the Milton model named after a late hypnotist, by the name of Milton Erickson. And the Milton model is that pattern of using the same language patterns to feed back to the individual in such a way that those old negative belief structures.
Just don’t work anymore and stuff. This is a great lesson in terms of business that if we don’t yet know how to make the sales offer, chances are that it’s not the place where we should be making the sales offer, at least not yet. So perhaps here’s a reason why I need to pivot back to what I would call the metamodel gathering further information, eliciting all the criteria I need to then use that as an asset pivoting into that change work platform to now.
Make the offer facilitate the change and to arm the public speaker at times, with these little techniques, whether it’s what we call anchoring or more effective tonality patterns to actually deliver the message with authority. And most importantly, integrity kind of becomes that superhero moment where again, they’re going, yeah, the experience now with a few more secret skills to enhance their performance.
You make it sound so straightforward. Well, as soon as, as soon as we embrace the idea that if we start with the idea that this is hard, you know, to get a little bit of a neuroscience into this in a very oversimplified way, of course, the mind doesn’t necessarily negate the negative, which the easiest example of this, uh, right now, Damon, whatever you do, I just need you to do one thing to be successful here.
Uh, just please do not think of a pink elephant. Got adopt. Stop it. I don’t put the pink elephant behind a white picket fence with a Chihuahua barking at it. Don’t hear the dog barking either. Yeah, I think I can do that. Yeah. So we often end up delivering that negative statement to ourselves. I can’t do this.
That’s hard. And these are things that now deliver to the mind in a extremely negative way. And this is not just about law of attraction and positive language. This is that science of the mind don’t think of a pink elephant. Don’t hear the dog barking language is something that we, as people had to invent.
Over time. We had to slowly come up with new words and every year there’s the story that, Oh, these words are now in the Oxford English dictionary. Now that this is a word, the structure of the mind, is that something for science we’re still figuring out. So if I’m saying that’s hard, I’m sticking myself in that position of labeling it.
Only as hard. If I get a little bit clever with my language and say, that’s getting easier, the more I practice it now there’s movement to it. Now it’s something measurable. I, I personally freaked out a personal trainer years ago. Uh, when I hired him for the intention of going, I’m getting into strength, training to show me how to lift the heavy weights.
So I don’t hurt myself. And he explains the physics of how to do what’s called a deadlift, which is a horrible name for an exercise, my position on the floor. It’s dead, pick it up. And she explains the physicality of that. And I do it and I simply respond. Yeah, I can see with practice. I’m going to get better at that.
And I mean, the look of surprise on his face, where he goes, no one ever says that here. Thank you. So if we label something as being hard or difficult, that’s where it sticks. What happens in those mind instead where we put movement to something I can see I’m going to get better at that. The more that I do that, which is where, again, back to the public speaking, as much as we can help someone overcome the imposter syndrome, the emphasis in business, at times, even the savior syndrome that I shouldn’t be charging for this stuff.
Soon as we get over that stuff at the end of the day, the speaking is still a skill. And a skill that they’re going to refine more and more, uh, the moments where we can wonderfully say to a friend, you know, how you stand up there with your hands in your pockets the entire time. Yeah. Stop that. And as soon as we have that in motion, now we can work towards improvement.
I flashed to, if you’ve seen the welfare, all race car, movie, Talladega nights, uh, the opening scene he’s being interviewed on camera and clearly he doesn’t know where to put his arms. If you haven’t seen that clip, go find it. But again, to recognize how do we deliver that message more positively in the mind to set motion towards our results, to find delight back to the story a while ago, a massive marketing event and one person signed up.
Versus now, what can I learn from this experience? How can I get better at it? The more that I do it, and now that’s created a system that I can run time and time again. Yeah, I like it. And that’s just boils down to perception. So tell us about your book work, smart business. Yeah, work smart business. So my backstory was that years ago, when I first got into the work that I do now, I was at a local networking event and I was expecting a little bit more positive of a reception and the story that I’m about to share.
Didn’t come back to scare. Didn’t come back to competition or any negativity. These folks were genuinely concerned. They were saying to me, it’s going to be slow your first year. No one will come see someone new in business without testimonials or referral sources. And I’m back at the event the next week, refusing to buy into that premise.
And I had a fully packed schedule within a few months. I’m back at the event again now teaching them here’s how so I began my journey in addition to working with clients one-to-one now I was teaching people in other. Wellness related industries. Here’s what I did to grow my business. And yet clients and the 21st century, we Google it.
Everything we’re about to do. I needed to replace the case on my phone. And what am I doing? I’m looking at all the reviews online to see which one isn’t going to break, which one does a snag and all that. Fancy stuff. We look forward to $10 phone case. So my clients were now reaching out to me and they were looking me up and they were seeing here’s all the work that Jason does with people in business.
So by listening to that call, yeah, action. People were going, you’re doing something different. You’re approaching the business in such a way, which. Culminates now in the story of work smart business, which the title is lessons learned from hypnotizing 250,000 people and building a million dollar brand.
So deep diving into some of the strategies that we’ve talked about, how do we lead with that value first mechanism of business? How do we start to build these systems in such a way that we can replicate ourselves? How do we scale up a business year after year? We’re now at the core of what I used to do.
Is now technically a part time business, still generating that one segment about a six figure income. But now I get to use my time, energy and money to build newer things on top of that. So it’s breaking down the individual strategies, success that I’ve unpacked from my years in business, but also the specific mental strategies to make it happen.
So we get into a topic of anchoring. How do you replicate yourself when you’re at your best teaching you a very direct form of self hypnosis, which actually becomes a technique that only takes about a half a minute. To start to change that internal dialogue around how we communicate with ourselves. How do we start to mind map new projects in such a way that as we’ve already talked about we’re polling our audience to find out what are their specific needs?
So the great thing about it is that in the shape of a book on Amazon, these days for a low cost on Kendall and low cost as well, paperback simply making use of one of those strategies, you can earn back the investment and much more and model what works. I’ve positioned myself over the years as the hip.
As the business, Guinea pig, that it’s my position that I’m only allowed to teach the stuff that I’ve tested for you. And especially to look at the landscape that I’ve come from to have done these things in a rather curious little niche market of hypnotism, all of this stuff converts easily over and again, the name of the book is work smart business easily found on Amazon.
It’s good to have that background of having gone through the process yourself. There’s a lot of, uh, there’s so much material available nowadays. And so many gurus that many of the guru’s taken other gurus course, and then claim to be a girl or even worse. Here’s the, here’s the digital product that now teaches you how we got you to buy the digital product.
Yeah. Yeah, exactly. And so it’s always nice to hear the backstory on somebody where you know that they’ve been through it and, and it’s admirable that you can, you can make that claim where you don’t go out and sell it unless you’ve lived it. You know, there’s also the aspect I’ve found from the folks that have already read it.
There’s a, about five or 6,005 star reviews of it online. We had international bestseller in the launch week. There’s a chapter in the book called print money. And it’s this mindset that really kicks off as soon as you step into that entrepreneurial energy that I can remember. Remember back in the day in my old career, I was working in management and nonprofits were at the end of the year.
If I was really good at my job, maybe I got a 3% raise. Which was so exciting, but nowadays I want to increase that income. It’s a matter of what project can I launch? What event can I promote? A I’m in the process of moving my office in the next couple of months and going, you know, let me buy this time rather than rent.
Okay. So I need this amount of money, a little bit more to pull off the down payment without dipping into savings. Here’s the thing that I could run. Here’s a promotion, here’s a class I can schedule. And I can give myself that raise at a moment’s notice. And I share that the best feedback I’ve received has actually come from the fact that in that chapter, the stories are not as glamorous as some of the other folks out there.
That of course, there’s the, Hey I’m here in my garage with all of my sports cars. Uh, when mine is the story of. The paying off the minivan. We bought cars. Yes. I’ve got a five-year-old and a seven year old. I could tell the entire story of how my wife and I just sell it braided our 10th wedding anniversary and a single speaking engagement with a well-timed call to action and product pitch.
At the end, covered the expenses of 10 days, you know, going through London, going for Rome and Venice and everything was paid for as a result of this. It could be that story or it’s the ridiculous story of, we wanted to buy season passes for the local theme park, just because again, with small kids, they love the rides and, you know, we could pull the thousand dollars from savings to cover the cost of the six flags park and the, uh, skip the line passes, or it can turn it into the moment as we like to say in the digital age with computers, Hey, watch this.
Here’s this product of mine, typically it’s $600. It would open up 12 spots for 500. And in a matter of two emails in one day producing about $6,000 income covering the cost of the family expense and then using the rest of the money for something more appropriate. Okay. Time yet to look at sometimes the examples being that simple, the thing that is more accessible to that person who’s in those startup years.
You know, to sort of simplify it. And as a friend of mine often says his name was Scott, Sam, and he modified the line of, yeah. Sometimes it’s that self deprecating humor of calling ourselves out to go. Here’s the, here’s the shape of the business. And sometimes the unnecessary, the surprised a tax bill shows up.
Sometimes it’s the big, wonderful investment, but here’s how we can print money in our business to make those investments, those expenses rather easy. It’s true that the authenticity is, is what makes it relatable. And that relate-ability is what makes it success. Absolutely. 50,000 people. That’s a lot of people.
Uh, tell us one of the more unique experiences that, of. Come about during one of these hypnosis sessions. Yeah. So, and that number is combining the adventures of doing it live in terms of platforms, working with people one to one. And of course our incredible reach nowadays, thanks to the digital age. Uh, the original draft of the book kind of is what brings to the story of what people came, work, smart business, the original it’ll draft.
I’d kind of hidden the fact that I was a hypnotist. And I was holding that back to about maybe two thirds of the way of the book to then reveal that, okay, here’s the industry that I’m in. Here’s why I’m unique. Here’s why you should listen to me. And a well timed business coach gave the advice. Uh, there’s a thousand business books.
Every single month. Yours is the only one written by a hypnotist, slap it on the cover of the book. Own own what makes you unique? And that was absolutely great advice, which is why I think the book did so well as it did. So the story go that it was going to reveal this a point with was that there’s this guy who I worked with years ago comes into the office and the phrasing was always, I need better motivation for my business.
And it’s about the fifth or sixth time I worked with this guy and I finally had to just call out the obvious because you know what, we’ll call him, Brian, you know what Brian knew. What’s interesting. I still have no idea what you do for a living. And he smiles and he goes, isn’t that interesting? And I have to pause for a moment and ask him, is that legal?
He goes, it’s extremely legal. And I go, okay. And we continue onward. And the couple of months later, I reach out to him and he finally explains what he does. He, uh, simplify it. They find products and retail shops that are under priced. They buy out all the inventory, track down the manufacturer, resell at somewhere else.
And he goes, so some people are offended that we use a lot of international outsourcing for that. So he was purposefully holding back the content. Of what we were working on and it’s, they had really only giving me the context that I’d like to become more we’re motivated in my business. I’d like to take care of those, uh, contexts that I know are the most valuable to me.
He speaking in extremely vague terminology and yet in spite of what we work together, not having a damn clue what it was, he was addressing. We got the result. And I think the lesson to really be gained by this is the fact that so often story is important to understand the, what, the, where the, why, the, how we find ourselves, wherever we are, but really it all comes down to context.
So it’s where as even as I work with a client, one to one, it comes down to four simple questions. How do you feel now? How would you rather be feeling, what are those things you’re doing now? What are those things you’d rather be doing? And the same as looking at the shape of our business, we get sometimes caught up.
Uh, this thing that did not quite take off as well as it should. And instead of getting caught up in that old story instead, ask yourself, what can I do differently? What can I learn from this experience? And that now becomes that catalyst. To move forward rather than getting stuck back in the old problem.
So to recognize that the difference between content and context is something that I’m constantly applying. This is how we easily, you know, remove that 20% of our business and scale up the business.
What their specific needs are to better serve their goals. But it’s really a one on that difference that even if we don’t have all the details and they can be the expert on the thing that they want to achieve. When, meanwhile, I can be the expert on here’s how I can help you to get there. Yeah. It makes a lot of sense.
Uh, you know, one thing that I’d be curious to, to touch on is you talked about how, you know, you didn’t immediately reveal that you’re in the field of hypnotism with your book, which now it’s on payroll page one. So, so you, so you own that now. But what were you doing before hypnosis? How did you get, you know, it was immediately before you took the role and started owning that.
Career. Sure. So part of the backstory was that I was working in management and nonprofit arts, and specifically I was a production stage manager. So I was working in professional theater and I wasn’t, I wasn’t the actor, I wasn’t the director, I wasn’t the designer. I was kind of the wizard behind the curtain, but the whole bunch of Microsoft Excel spreadsheets organizing the entire smooth running of the production.
Calling the cues, uh, organizing the fact that somehow the main company I worked with did a lot of polite English comedies, which meant that your crew had to cook breakfast backstage and every performance. And I burned out beautifully. So the adventure of learning how to put on a professional production, where we would sometimes run for upwards of eight to 12 weeks.
Eight shows a week and here’s something we would sometimes do a hundred times over and to have the integrity of the entire, our way through that, the last performance was just as solid as the first one. Really I’d say from that, from that world, that’s where I really learned the importance of building systems to look at it, everything to go, how can I do this better?
How can I refine it? This in such a way that the laser focus of it? There’s a quick story. That one time I was calling a lighting cue after this actor, when he raised his eyebrow, to which the lighting designers now going, what if he doesn’t raise his eyebrow and I’m going it’s Bobby. Bobby is the most laser specific in the moment actor I’ve ever met.
And it’s going to be genuine every single time, but I can call the cue every single time. And sure enough, 96 performances. Bobby always raised his right eyebrow exactly at the right time. And I called the lighting cue exactly off that moment. This is also again, remember I burned out beautifully. Uh, so I was, I was in the process of going to school for that originally.
And my first entry with the hypnosis, uh, was much like most others there. Then I saw one of those comedy stage hypnosis shows. That someone came to my college, they put on the show and just something about that just was fascinating to me. And I made a bit of an accidental mistake in the early stages. I was picking up books, hoping that I was going to learn stage hypnosis and really everything that I was learning from the books.
Was hypnotherapy. So it was this adventure of going this isn’t what I mean? Oh, fascinating. Keep turning the page, read the next book. So the hypnosis kind of became a bit of a hobby off to the side. I put together a bit of a motivational program, so it was kind of stage hypnosis, but with a hypnotherapy heart, Inside of it.
Uh, in the early days I was going to schools and putting on a motivational assembly program, which that’s now morphed into the work that I do in the corporate world of going in and teaching strategies to actually take the goals and make them happen. So at the time I was working part time, Doing these program for schools working with clients one to one, and again, burning out beautifully, which had, let me stress that now for the third time.
And it became this beautiful place of going. I was in line for what was perceived to be the dream, the dream job. And as soon as it was offered, it felt like a kick in the stomach. And I knew I couldn’t go on that path anymore. So abruptly leaving that career, going full time with what had been a part time career up until then, which it turns out in retrospect, as I look back at the numbers, Wasn’t too difficult of a decision because nonprofit arts is nonprofit for just about everybody involved and to kick off that first year going, okay.
I just have to beat 32 them, which realizing only recent it’s like, Oh, I was already doing that. So to recognize where we are in the shape of our business and what our specific goals are. Yes. Shoot for that big, massive, crazy goal. But sometimes there’s more modest ones. Those are the ones that we can easily achieve to get up and running.
And just to have that opportunity again, as the, honestly, the entrepreneur. That opportunity to build your own lifestyle. So that nowadays I’m seeing my kids get on the school bus I’m home when they’re getting home from school and still being able to bring the world to me by way of stream, such as being here an excellent programs such as yours.
Well, I appreciate that. No, I’m right. I’m right there with you. Uh, I, two words that I often tell other entrepreneurs is just start. Yes, don’t overcomplicate it. As many ideas you’re going to map out. They’re all going to change anyway. So just start. My version of that is you could have pizza, the Chinese food buffet.
Yeah. Let’s just leave that statement there and let people figure that on its own. No, it’s to say that, you know, you go to a Chinese food buffet and they have food beyond the Asian cuisine. You know, maybe for picky eaters, they might have chicken fingers. They might have French fries. And there’s one that we sometimes go to in our area that yes has pizza.
And if you feel like having it, because it’s there, is there anything wrong with that? No, because you paid your admission. Yeah. And if that’s what you want, enjoy the hell out of it. So I say that because what you said there, just start, you know, again, we find ourselves in that analysis Alesis of, should I do this?
Should I do that? I had a consulting student a while ago who was going, should I do a long form sales page or should I do a phone? And my answer was. Pick the one you can start with right away and build that one first. And once that’s in motion now create the other stream that now becomes your spiderweb, bringing people all back to that same core offer.
This is that digital marketer mindset where, you know, passive income eventually becomes passive income. But really what we’re doing is we’re setting these, um, we’re setting these systems, these little funnels that are driving people into the same offers. So the same as the client this morning could have come in by referral as she did, or she could have found it on a YouTube.
She could have found my website, all of these different streams leading in. So if you want the pizza go for it. It’s all right. I I’ve never realized that until you said that. And it’s totally true. There’s pizza at the chain places and, and don’t feel bad about burning out beautifully. My crutch lately is.
I think so anytime, I guess wrap up their comment. I realize, I say, I think, and I’m really trying hard to like that now. So, you know, we got just a few minutes left and I wanted to ask you, you had a comment offline that said your then girlfriend now wife. Said your presentation was good. You just need to not have a wow.
It’s really working expression on your face. So it was, that was that a compliment? That shit. Yeah. That’s that, which that’s the censored version of it, by the way, you have to first recognize with hypnosis that it’s not something that necessarily I could practice without people. Yeah, I teach when I’m teaching, when I’m training hypnosis, when I’m teaching like a certification class, I introduced them to what I’ve now nicknamed as hypno Bob, which is just an empty chair.
You can practice a lot of the work actually of the hypnotic scale with an empty chair and just kind of troubleshoot along the way. But in terms of, I mean, when I’m doing a corporate presentation and I brought up a committee of like 12 volunteers, right. That’s a whole different animal where I’m now working with about 12 different people as 12 individuals.
And here’s like one of the first times that I did that we were dating at the time. Now we’ve been together for more than six, 15 years. And again, she says that was good, but you need to work on that expression that the real quote was poli fill in the blank. It’s actually working, which I think again, to relate this to the folks in the audience, which I’d imagine is perhaps about maybe a hundred percent of folks out there who are not also hypnotists to have that moment just to kind of round the numbers off here, let’s be fair.
You know, we find that place where we launched the program and wow. People are signing up. Yeah, whatever professional service you’re in, you know, whether it’s search engine optimization, website, design photography, if it’s any service, you know, hold back the moment of going, wow, that actually they worked, you know, we have to have that first moment, as we would say in my world, the first person you hypnotize is yourself.
You know, and the same as business, the purse, first person you sell is yourself where you’re selling yourself on. Yes, I am the person who does this. And of course the beautiful thing is as soon as you’ve done it, once there’s the credibility. There’s the proof. Now you can, now you get a domino, you get a snowball that thing year after year, Yeah.
Hey, we have a, I got a question online that one of our listeners sent in. Um, so Nick, thanks for the question. He says, how can you leverage hypnotherapy to help someone with limiting beliefs? For example, if someone doesn’t believe they can be a millionaire or have a healthy and strong body or a nice home.
Basically rid themselves of self sabotage. Got any comments on that? Yeah. Let’s take the example of healthy body, uh, cause that’s a, that’s a great one to start to address here, which especially in our lovely country where the statistics are, is that what is now two thirds are overweight. One third are obese.
And I’m saying, I used to be about 80 pounds heavier than I am now. Which what happens again when you start to work on the solution rather than the problem. I cannot hold back from the statement that I plagiarized and I steal from him, my clients all the time. And I say that in a positive way, because here’s the guy who was in my office years ago.
And as he explained it, he goes, I’ve been trying to lose weight for 30 years. He goes this time, I want to do it differently. I want to focus on getting stronger and eating in such a way to lean down while building muscle. Let me work on my solution rather than my problem. And sure enough, the weight was falling off dramatically.
He was now focused on what he can do, right. You know, the same as there’s a program that’s popular out there called whole 30, where the whole premise is for 30 days, you’re eating food rather than food products. And that program is brilliant because it begins with a shopping list that says, here’s everything you can eat.
Rather than here’s what you’re not allowed to have. Remember, don’t think of a pink elephant. Well, don’t eat chocolate, whatever you do, don’t eat chocolate. Chocolate’s no good for you. What would you like to eat? I don’t know why, but I’m thinking about chocolate. What happens when you focus your mind on that outcome?
So it comes down to as the great physician, the doctor by the name of dr. Leo, Marvin. Uh, who is best known for his seminal work? Uh, baby steps as promoted in the bill Murray movie. What about Bob? Yeah, exactly. Uh, how do we look for that smallest possible change? The, the, the cultural references will get even more obscure the longer we talk to him, but the experience of how do we take that smallest possible step?
And start to get the foot in the door there. So, so what are those things you can do in the shape of your business? What are those meals that you can change in the shape of your business? What are those small tiniest adjustments? Cause I tend to see the biggest results often come from those smallest reasonable changes.
We can absolutely live with them as soon as we embrace where it becomes easy. Right. That’s the part that we can continue to come to compound out further and further. So find that place where the easiest foot in the door, back to the Chinese food buffet story, you know, here’s where, here’s where the person.
Okay. Well, I can just put together a sales page because I bought a book online that teaches me how to do that. Okay, good. Start there then from there now they’re figuring out how to work their cameras and create a video sequence. Okay, good. That’s the next step? So, what does that place? You can get that foot in the door as we would call it in the hypnosis world that opens and then further compound from there.
Yeah, it reminds me of, you know, when this podcast started about a year ago, um, the first thing is, is, you know what Mike, do I get what I get, what that do I get? And it’s so dumb. Like half the stuff that I bought, I don’t even use. And it just emphasizes our point of, you know, just. Just starting exactly.
Now, before we go, we have, um, I like to surprise our guests with a random question generator and I already pushed the button on yours. And your question is if you found a hundred dollars on the ground, what would you do with it? Oh, let’s get sentimental. I’d spend it on my kids. And I say that because a lot of what I do nowadays kind of began as a bit of an away from strategy of yes, I did have the benefit of coming from a family where most of the people were entrepreneurs.
So the idea of metaphorically running off and joining the circus, wasn’t too far off and with a hobby of doing magic tricks as a teenager, that is a possible likelihood. So, but to, to build the lifestyle where now. You know, I meet a lot of people who say, well, I can’t start a business because I’ve got a family at home.
And that, that is my burning desire. That is my why behind I do. And it’s a balance sometimes as I’m traveling, as I’m doing speaking engagements or here at the, uh, at my, at my office doing a series of classes, but to look at here is the reason why I do these things. So to give myself permission to say no to projects, to have that opportunity, to just take the family out and do something fun, plan the vacation.
Uh, so I talk about creating balance in the WorkSmart business book that you know, to have the business, not just for the sake of having the business, but having a life outside of it. Yeah, no, I’m right there with you as a family, man. Well, Jason, I appreciate your time. Why don’t you give our guests your contact information?
How do they are not more about your book? Uh, you know, where are you at on social media? Sure actually I’ll make it easy by giving everybody a one specific link to get a cool, a freebie that if you go to work smart business.com forward slash confidence, the word confidence app. So again, work smart business.com/confidence.
That’s where you can actually download a free 15 minute hypnotic audio program that will help you to break out of your own funk and turn on your own peak performance state of mind. The great thing about being an audio. Is that you can listen to it multiple times over, but after you’ve heard it a few times, you’ll realize it’s been teaching you a technique that you can do anytime, anywhere.
And nobody knows you’re doing something. So I’ll say the website again, that’s work smart business.com forward slash confidence. That’s where you can find me and track me down. I’m on all the social media streams as Jason Lanette and I can give the easy winning for Jason Linett.com. It doesn’t matter how you spell it incorrectly.
I own all my misspellings. It’ll go to the right place. But that’s why I tell you work smart business.com/confidence. Uh, you’re a smart marketer. There you go with Jason on that. Everybody. I appreciate your time, David. This has been awesome. Thanks for having me. Thank you.