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Turning casual buyers into consistent communities

The client 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.

The challenge
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 purchases.

Monthly newsletter

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 and DVDs.

A critical part of this work was evolving a balance between the need for a sales tool, and the need to distinguish 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 to it.

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, which offers additional benefits and is available for a monthly subscription.

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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