BACKGROUND: Joe Vitale is an explosive, results only marketing consultant and the world’s first Hypnotic Marketer. He is the author of many books, including his book “Spiritual Marketing,” best selling e-book “Hypnotic Writing,” and best-selling Nightingale-Conant audio program, “The Power of Outrageous Marketing.”

INTERVIEW: I had the honor to interview marketing guru, Joe Vitale, in 2002 for an entire hour. Although it was four years ago, his wisdom about realizing success in business and life is still timeless. In this 3 part interview,we cover such topics as: hypnotic marketing, the 5 principles of spiritual marketing, secrets of top marketers like Madonna and Trump, and his TARGET marketing formula. This is part 2 of the series.


D: You have accomplished so much in terms of books, publications, tape sets, etc.

Aside from your book “Spiritual Marketing,” what one product of yours would you

personally recommend for any business owner or business leader?


J: My e-book – “Hypnotic Marketing.” It is the best of what I have learned over 27 years. And there is still a spiritual influence to it, since it has come out after my book, “Spiritual Marketing.”

I mention in this e-book about integrity, intentions, getting clear and methods to success in that book, as well as talking about the practical aspects of how to write hypnotic copy, how to get publicity for your business, how to create a web site people want to visit. I put all of that in “Hypnotic Marketing.”

The other thing I would recommend is my giant tape program which I have with Nightingale-Conant called “The Power of Outrageous Marketing.” It is 12 tapes, a couple of books, a workbook. It covers a 10 step process that anybody in business could use to increase their business. It has been a best-seller for Nightingale-Conant and definitely something I could recommend without hesitation.


D: With regard to that tape program, I know you mention that these same

10 principles were utilized by some of the most successful marketers – like Madonna,

Houdini, Mark Twain and Margaret Stewart used. Can you share what was the common,

thread that made these very different individuals so successful in marketing?


J: That goes back to my interest in P.T. Barnum. When I found out Barnum was such a showman … that he put one these mega-publicity events and that was such a key to his success, I began to explore what do other very famous celebrities do. I learned that Donald Trump once ran for President and did that for notoriety. He was not known outside the NY area until he did run for President.

You will see that Madonna is a master of getting publicity, knowing how to capture the media and the public’s attention. Harry Houdini was not the best magician in the world. But he is the most famous magician in the world because he knew how to do publicity events. He hung upside down from skyscraper to skyscraper while everybody watched him.

That is just one of the 10 marketing secrets – ie., capturing publicity – common to all these celebrities, as elaborated in my tape program.

Another commonality is that they all wrote books (or paid others write books for them). So that is another tip in my tape program – being an author is a great way to increase their business. Donald Trump knows it. P.T. Barnum knew it. Cindi Crawford and Madonna know it.

When I did my research, I found that they were all doing these 10 marketing secrets to increase their business. I talk about that . I tell stories about that. I give examples of how you can use these same 10 principles in your business. All as a result of my love for P.T. Barnum.


D: Going back to the “Hypnotic Marketing,” can you share some practical marketing tips

as to how someone can use it?


J: The one tip I want to tell people about relates to email marketing. On the phone that other day, Jay Abraham shared with me that he felt no one was doing email marketing as well as I am. We both agreed that email marketing was the undiscovered and under-used tool of this century.

Everybody is focusing on having a great web site, or coming up with a great product, or even generating great publicity to drive traffic to their web site. What they are not using as well as they could is email marketing.

I went from being reluctant to send out a monthly email newsletter to now sending out sometimes twice a week a memo, an offer, a story or a report I feel is beneficial t o those on my list. That is a major area I talk about in “Hypnotic Marketing.” That is a major tool anyone reading “The Empowered Business” could be doing more of.

Now the trap is if you send out nothing but sales letters, you are going to get flamed, or anger people, or drive them to unsubscribe from your newsletter. You have to give 90% or more of information and only 5-10% of sales.

So I will do my best to send out memos, newsletters or special articles by email to my list. Things I genuinely feel that they would want to know about. At the end of it, I may have a sales plug that says if you want more, or this was an excerpt from my new book, or anything of that nature, they are usually OK with it.

So my advice is not to be afraid to do email marketing.


D: So what I am hearing that part of the “Hypnotic Marketing” process

is to put yourself out there in cyberspace?


J: To boil down my “Hypnotic Marketing” to the 3 steps I hinted at earlier,

STEP 1: Create a publicity event … what I call a “direct response” publicity event. Most publicity just gets people’s name in the paper. It doesn’t create any sales.

“Direct response” publicity, the way I created and describe it, is to get your name in the paper but also to give people a reason to go to your web sit. So that is the first step.

STEP 2: Have a web site that is informative and beneficial to the people who are coming to it. So it can’t be full of sales pitches. It needs to be as focused as possible on specific information that someone wants to read.

STEP 3: Follow up with what I call “hypnotic emails” to those people who went to your site or signed up to get your emails. The third step is to stay in contact with them and to send them information that they will be glad to get with special offers they will be glad to buy. Those are the 3 steps.


D: Does “Hypnotic Marketing” follow principles of hypnosis?


J: To a certain extent. that is a wonderful question. I have so many articles on my site where I explore hypnosis, hypnotic writing and hypnotic marketing. All of us have been in a trance at one time or another.

Eg., when you are driving down a highway and you go into a highway trance, sometimes even missing your exit. Then you will wake up at some point and ask “uhmm, how long have I been out?”

Another example is when you are watching a movie and it is so riveting that you don’t hear the phone. A third example is when you read a book that you just can’t put down. Well, those are all trances of one sort or another.

What I started doing with my first hypnotic-oriented book – “Hypnotic Writing” – as an e-book is saying let’s make all of our sales pitches that hypnotic. We can make hypnotic writing in novels. Great writers can do it there and in other places.

Let’s translate it to web sites, to emails, to sales letters, to publicity. So there are elements of true hypnosis in all of this. Right down to how to use language patterns. A good hypnotist will word what h/he/she says to you in a way to lead you into a trance. Good writing – online and off – can do the same.