Turning casual buyers into consistent communities
HypnosisDownloads.com sells hypnosis audio MP3 files and related
hypnosis products on the internet. The business has a global reach
but its key customers are the US and UK.
There were two key issues. One was distinguishing the quality of
the HypnosisDownloads product and the reputation of its founders.
The business was created by leading hypnosis and hypnotherapy-training
organisation, Uncommon Knowledge. The second issue was converting
casual users of the site into returning visitors making multiple
Combination of story telling, case studies, offers and validations
What CDA did
Initially we worked with HypnosisDownloads to help define their
online priorities and ambitions. As this work evolved it included
the creation of a monthly email newsletter, Inspired Minds. Newsletter
subscription benefits include free downloads and discounts, particularly
for multiple purchases and higher value products, such as courses
A critical part of this work was evolving a balance between the
need for a sales tool, and the need to distinguish HypnosisDownloads.com
from its online competitors by demonstrating a real and deep knowledge
of hypnosis and how it works.
The newsletter has a distinct voice and much of the content is
built around storytelling, case studies and customer validations.
There's also a regular competition where readers can suggest ideas
for new hypnosis downloads. If their download suggestion is created,
they receive an MP3 player with the download already loaded on
CDA also undertakes regular consultancy work for HypnosisDownloads
and Uncommon Knowledge, relating to their web presence, online
content creation and proposition structuring. This has involved
the development of the Growth Zone, an online community for HypnosisDownloads.com,
which offers additional benefits and is available for a monthly
What HypnosisDownloads say about us
"CDA is a valuable member of our team, contributing not only creative ideas to our business but also valuable insights into our customers and market. In addition, they create a mean newsletter."
Roger Elliott, Managing Director, Uncommon Knowledge and co-founder
Growth Zone membership
Offers, additional benefits and available for a monthly subscription
What we learnt from the project
"Traditional brochure-speak and sales literature are not
effective online, where people are seeking information at speed
and navigating an environment that can appear cold and superficial.
The key is to create a conversation with website users and email
recipients, where help and knowledge is traded for engagement,
so building a mutually beneficial platform upon which you can
sustain good business."
Anne Caborn, CDA
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