Health Practice Success - DIY No-Hype Marketing For Health Practitioners

Newsletter Writing Obstacles and How to Overcome Them

2010-03-05T18:14:00.000-08:00

Relationship building is at the forefront of how we interact with our customers. No longer is promoting your business about who can grab the most attention in the loudest way. It is about how we make genuine connections with our clients or audience – your audience - that wants what you offer and recognises they need you. Regular newsletters help nurture this relationship. This week’s newsletter looks at 5 of the most common obstacles to doing them and offers tips on how to overcome them.

Obstacle 1: No Time

Yes, newsletters do take time. In fact, marketing takes time. The upside is that if you consistently make time for it, you will fill your appointment book. Newsletters are one of the best ways to build a relationship with existing clients, educate them about what else you can offer, and generate referrals.

Overcome time restraints – by keeping it simple. A single page newsletter is perfectly fine. Just one feature or story (500 words which is about half a page). You could include a promotion or product feature, or perhaps a case study/testimonial. Inspirational quotes from your favourite personalities add a nice touch.

Obstacle 2: No Computer Skills

Yes, this is still common, even in this day and age! But there are a number of remedies available for the technophobes out there.

Overcome computer resistance by learning some skills. They will never be wasted. Local community centres and libraries offer courses for a minimual investment. You could also have someone do the computer tasks for you. Delegation is a must for successful business owners. Perhapsy you have an admin assistant or receptionist that is up to the task and would appreciate the change in duties. You may also have a PC savvy teenager who will be happy to put it together.

Obstacle 3: No idea what to include

Yes, this can really be a stumper! You can hardly be expected to produce a newsletter if you don’t know what to include in it. Or perhaps, you have so many ideas; you don’t know where to start! Both problems are equally challenging, either do nothing or get analysis paralysis.

You can generate ideas by knowing your clientele and what makes then tick. Review your client questionnaires, and the problems they present with. Are there common themes emerging? Not only will this process help you to find out what interests them, you will get a clearer picture of what your client profile is which is a crucial element when identifying your target market. When you have clarity around this, marketing becomes much easier because you know who you are talking to, and can tailor make your promotional activities accordingly, rather than taking a stab in the dark. Remember to keep your newsletter as relevant to the reader as possible. Why not do a client survey and ask them what they would like to see. . www.surveymonkey.com offers f*r*ee easy to use software to create your own survey. In fact, you can include surveys in your newsletter. What a great idea!

Obstacle 4: No writing skills

Fair enough. Writing is not everyone’s cup of tea. Remember though that it doesn’t have to be perfect. Be yourself! Perhaps you have great communication skills, but your writing doesn’t do it justice. Here are some options.

Overcome limited writing skills by getting someone else to do the writing. This could be by sharing others online articles, or by purchasing pre-written newsletters, or using associates articles that are relevant to your reader. Article directories such as www.ezinearticles.com offer thousands of articles on hundreds of topics. Prewritten industry specific newsletter services are by companies such as Natural Touch Marketing who specialise in massage and bodywork marketing are available. These newsletters can be customised to incorporate your own identity. A comprehensive range of prewritten templates are offered by My Newsletter Builder who I use to create my own newsletters (tell Matt Papas I sent you!). If you are a solid communicator, but find putting it on paper difficult, try recording an article on your mobile phone or ipod, then transcribing it. You’ll be amazed at what you can come up with!

Obstacle 5: Apathy

Okay, I draw the line at this one. If you can’t be bothered, you shouldn’t be in business. Go and work for someone else instead.

Overcome apathy by remembering why you are doing what you do. People need you, but it is up to you to let them know that you are here to serve them. Start with your existing clients, build relationship, and stay in touch. They will soon reward you with their gratitude for how you help them lead healthier and more satisfying lives. I promise that your consistent efforts will be rewarded. Surround yourself with positive and inspiring entrepreneurs who have similar challenges in their own businesses. Help and encourage one another. Don’t be an island, it extinguishes inspiration.

So, to summarise my 5 tips are:

Make time, and then keep it simple

Get technical help if you need it to make it happen

Ask others for their ideas

Get others to contribute or write it for you

Stay inspired by remaining connected with why you are doing the work you do, and surrounding yourself with passionate people with a common interest.

"Obstacles are things a person sees
when he takes his eyes off his goal"
E Joesph Cossman

10 Ways to Use One Article as a Marketing Tool

2010-03-05T17:58:00.000-08:00

If I had to decide on my favourite marketing tool, I would definately choose articles. What I love most about them is that you can take one article and use it in many ways. What better way to utilise your time, that do the work once, then leverage it! Here are my 10 favourite tips for taking one article and using it to promote what you do and share your message with those who need you!

1. Include Your Article on Your Website
There are two great reasons to add articles to your website. The first because people use the web to seek information. If you are providing quality information to your target market, they are more likely to follow you and want to connect. Secondly, online search engines love fresh content, and are more likely rank your site if it is regularly updated. Forget static websites, they are a bit like an outdated brochure that no-one picks up! Don't forget to include important keywords in your article that your target market are likely to be searching for.

2. Add Your Article to Your Blog
Again, web search engines rank blogs highly, as they constantly provide fresh and relevant content. Blogs provide an opportunity for potential clients to click through to your site, so don't forget to include a prominent link on your blog. Not sure how to set up a blog? Here is a useful video to demonstrate your to set up a blog - how to set up blog video

3. Put Your Article on Someone Elses Blog
If you have good valuable information to offer, there are people in cyberspace that will love to share it! These are quite likely others in a related industry who are interested in sharing quality information and resources with their own readers. Guest blogging is very common. Begin to network and nurture relationships with likeminded others in your field online, and you will find that invitations follow. You can also make requests to submit suitable articles to relevant blogs.

4. Send Your Article to the Twitterverse
Once your articles are posted online, it is very easy to post a link on twitter once you have an account. You can get one at www.twitter.com .For more about twitter, check out this Twitter You Tube video I will be sharing more about social media marketing in later newsletters.

5. Share Your Article on Facebook As a Note
Yes, let your friends know what you are up to by cutting and pasting your article as a facebook note. Your note will automatically show on your friends feed, and are easily shared by others with their circle of friends. Not on facebook yet? You are missing out!! I would like to meet you there....join me here: www.facebook.com/KrishnaEverson

6. Use Your Article as Your Newsletter Feature
This is exactly what I am doing with this article. Just make sure your topic is always relevant to those receiving your newsletter, keep it informative, and always add value. (As soon as I finish here, this article will be added to my blog and facebook page!)

7. Add It to Article Websites
This is a wonderful traffic generator as you include a link to your website and quite often your bio, which lets people know a little more about who you are and what you do. Just 10 articles will increase your online profile exponentially!! My favourite article site is www.ezinearticles.com but there are 100's! My advice? Get started....

8. Turn Your Article Into a Talk
Once you have your article written, you have content ready on hand for those public speaking opportunites that come up! Being prepared, and knowing your topic are two of the key elements of good public speaking. Need more help or want to build your speaking confidence? Check out Toastmasters or a local speaking group. Speaking is an excellent way of reaching groups with your message and attracting the perfect client.

9. Share It At Relevent Networks Instead of a Brochure
Too often, brochures are dull and virtually meaningless, and quite often just talk about you, when it needs to be about what's in it for the reader. Replacing your brochure with a well-written and relevant article (not a sales pitch), with a short bio and contact information at the end is a great alternative to other passive forms of PR material, and lets people know what great information you have to share. A useful credibility builder.

10. Use It As Chapter In An E-book
Got 10 articles? Then you have an e-book! Combine then into one document, add a contents page, and voila! Use as an enticement to signup for your mailing list, then stay in touch!

My next article writing workshop is May 1.
Stay tuned for online resources and home study guides....coming soon!

The 7 Steps to Activate Your Vision for 2010

2010-01-17T19:59:00.000-08:00

Are you in the business of helping people? Have you got a vision? If you are ready to activate your vision, here's 7 steps to make it happen in 2010.

Step 1: Where do you want to go?

Imagine yourself in exactly 12 months time. What are you doing? Who are you helping? How many clients are you seeing? How will you feel when you get there. Can you see it clearly? The clearer the picture, the easier it will be to tell when you get there, and also work out what you can do to get you there. Put your vision into something tangible; it may be a vision board, a mind map; yourself speaking on an audio; or a list of things you would like to achieve over the next 12 months.

Step 2: Where are you now?

Before you can make a plan to move you towards your vision, it is important to clarify where it is you are now. How many clients do you have, what income are you generating, what are your current income streams (eg. products, services, workshops etc). It could also be where you are located, and who you are currently working with.

Step 3: Make a S.M.A.R.T list of what needs to be done to get you from where you are now to where you want to be.

Take a sheet of paper and create several columns across it. In each column put a S.M.A.R.T goal. Smart stands for Specific, Measurable, Achievable, Realistic, Timely. Smart goals could read like:
-Increase my client base by 10% every month
-Double my average referrals from 3 to 5 per week
-Follow-up new clients within 48 hours of their first appointment
-Write one article per week and submit to 3 websites

Step 4: Create an action plan to achieve each goal

For each of your S.M.A.R.T goals, list the actions to be taken to get you there. For example, if you want to increase your client base by 10% each month you may list things like: initiate a monthly promotion with a joint venture partner; have an article published each month in the local newspaper; devote 2 hours per week on marketing activities; create a referral program for my existing client base, etc. Remember it must by more than intention, it must include action.

Step 5: Evaluate how it’s working for you

Even the best-laid plans can go pear-shaped! As long as you are taking action, you will have the opportunity to review what is working and what isn't. Be prepared to tweak your action plan as you need to. If your activities are costing money, it is important that they are bringing a return. If they are not, you may need to review what you are doing, but not necessarily disregard it completely. This is where the help of a mentor can help, or a group of peers who you can bounce ideas off.

Step 6: Stay focused on your target

Unless you’re actually Robin Hood, it’s going to be impossible to hit your target if you don’t have clearly in your vision. Keep your destination in clear view, plan your route and enjoy the journey as you go. Value your time and use it wisely. Set your intentions at the beginning of your day, and spend your time on activities that move you toward your vision. Remember to also make time for recreation! Ask yourself; are todays actions taking me towards where I want to go? If yes, keep going. If no, refocus.

Step 7: Remember the reason you are doing it

Are you in business because you want to help more people? If you are aiming to increase your client base, but are spending your time studying, then you need really consider what it is you really want? Professional development and learning new things is important, but is it at the expense of your business, and is having a successful business what you want?

All the best for this years (ad)ventures!

Krishna

Is Your Neighbour A Competitor? 3 Reasons Not to Sweat It!

2009-12-21T19:13:00.000-08:00

Guest Post Author: Eileen Ryan

Last week I spoke with a charming new massage therapist. She was just about to sign a lease for her first studio when it was discovered the space next door was also to be leased to a massage therapist.

Her husband, bless him, was all for finding another spot and/or reading the landlord the riot act. The question was whether to continue in that space (which she liked) or to move on.

I say, if you like the place stay where you are.

You know as well as I that massage therapy practices are not like grocery stores or hamburger stands. As a rule, most people don’t haul in to your parking lot on the spur of the moment expecting to find what they need. People who are looking for bodywork are more likely to find you through friends or through another trusted source.

Another massage therapist in your community is a competitor, but they are not more of a competitor because they are your neighbor.

Here are three reasons why a massage therapist neighbor is an opportunity:

1. Opportunity to attract the clients you want. When you have similar businesses next to each other, potential clients need an obvious reason to choose one or the other. The easiest, most reasonable thing to do is to speak directly to your ideal clients. I know, I bring this up a lot. That’s because it works. Let’s say my MT has suddenly retired to Bali. I have no idea who to go to now for my neck/upper back issues. I remember I’ve seen a couple therapists near my grocery. I’ll check for a phone number as I drive by … Ah! There they are. One has a sign saying “Massage Therapy — $25 for first session.” The other has a sign reading “Massage Therapy — Specializing in [Neck and Shoulder] Work.” Who would you call first? Right.

Sidebar: The whole deep-discount-to-attract-clients thing doesn’t work in one’s favor in the long run. In addition to not generating the money needed for expenses (never mind making a living), what you get is a collection of clients who simply expect cheap rates for bodywork. You get a bunch of clients who don’t value your work and therefore don’t value you. Don’t go down that road. So if you’ve been thinking about considering the possibility of maybe making a definitive statement, getting an MT neighbor should kick you into gear.

2. Opportunity to grow stronger. If your neighbor is a good therapist and someone you feel you can trust, the two of you have the chance to strengthen each of your practices. Talk to your neighbor. What kind of clients they like to work with? Would your neighbor be interested in doing some marketing with you? Teaching some classes? If you develop a business friendship, maybe you can help each other out handling vacations and emergency clients. Maybe you can trade work on each other since you’re right next door. Maybe you trust them enough to send overflow clients to. Perhaps they have training in a specific area that would benefit one or two of your clients. At the very least, you could pool your resources. You could share what you know about other local therapists worthy of recommendation. You could order together from supply companies and save on quantity discounts (which we have, by the bye :D) and on shipping.

3. Opportunity to show your professionalism. If your neighbor is not someone you can work with, that’s okay, too. Businesses reflect the personalities of their owners and vice versa. I’ve found this is especially evident in massage therapy / bodyworking practices. If you think and if you plan carefully how you will present yourself to the public, you will look welcoming, confident and competent. If you are next door to someone who is flapping and hollering and throwing deep discounts all around, your practice’s personality will be magnified. Really. Who is going to keep going to a loud, disordered person? Probably no one you want on your table anyway. It’s the whole “Go placidly amid the noise and haste” thing.

In conclusion

Tell people who you are. Tell people what you can do. Show people what you can do. Keep your name out there. Talk to the people you want to have on your table / chair in their language. After that, keep in mind that with a reasonable amount of marketing forethought on your part, a similar practice next door to you will not hurt you. And it just may help.

All my best,

Eileen

7 Ways to Enhance Your Credibility

2009-12-09T20:29:00.000-08:00

Put simply, how others perceive you, rightly or wrongly, is the difference between attracting clients and sending them running in the opposite direction! As Jeff Bezos, Amazon CEO beautifully puts it "A brand is what people say about you when you are not in the room"! Does your 'brand' reflect your credibility? Do you leave people with the feeling that you can be trusted? Here a 7 ways that you can use to enhance your credibility.

Get Clear on Your Niche then Meet Their Needs
By choosing a specific group to focus on and meeting their needs, you are more likely to be seen as the credible 'go to' person that can offer the best solutions. Having a niche makes it easier to market what you do, communicate in a meaningful way, ask them what they want, and deliver what they need.

Provide Quality Information That Informs and Educates
We are in the information age and people are thirsty for it! Often the first place people go to find a solution to their problem is to articles about their chosen topic or health issue. This may be online or off, in newspapers or magazines, on your own website or newsletter, and on industry blogs. If you consistently provide quality information that meets the needs of your prospects, your credibility will be enhanced. Always include your contact information with any article submissions so that you are accessible.

Develop an Online Presence
An online presence is essential for most industries, especially if that is where potential clients seek information. It is a great way to increase brand awareness and attract targeted clients. You can develop an online presence with your own website, free blogs (your own or others), social media such as twitter and facebook and industry directories. The key to using it to build credibility is, again, stay within your niche and offer information that speaks directly to them. Keep your message and branding consistent from the start.

Follow Through on Promises
Consistently following through on your promises is a sure way to maximise your credibility. Building trust is an essential part of building the service provider-client relationship.

Demonstrate Customer Confidence in Your Product or Service
Ah yes, testimonials! I have found the easiest way to get testimonials is when someone is happy with what you have done and says so. This is the time to say "do you mind if I share that with others in my newsletter/website/blog"? Ideally a testimonial will state what the client felt before and after their experience with you. It should also include their name where possible and a photograph is even better!

Practice What You Preach
'Be real'. If you're not people will sense it. Do you use the products you promote? Do you apply the principles you teach? If not, your credibility will take a beating. At least be honest about it!

Back Up Your Claims
Over the years that I have worked in the health industry I have seen many claims made that alarmist, misleading, and really stretch the truth. If you are making claims, be sure to back them up. Pay special attention to the new international laws around making claims online here. Also if you are in Australia it is is important to meet TGA guidelines when making claims about results. You can use research, testimonials and first hand accounts to back up claims, but need to fall within the guidelines.

Continuing to build your credibility is something that will reward you for years to come. As you develop your reputation in your chosen field you will find clients draw towards you, instead of having to clamour for their attention. I would love to hear your thoughts and feelings about this article. I would also love for you to add your own tips on building credibility in the comments below. Lets share our knowledge and experience, and continue to build the credibility of the health and wellness industry.

7 Ways to Make Your First Impressions Count!

2009-11-29T20:25:00.000-08:00

LET YOUR PASSION SHINE THROUGH!

If you aren't excited about what you do, you can hardly expect others to be. The great thing about passion, is it isn't selling, it is just sharing your passionate and desire to help others. People, the RIGHT people, will connect with that, and be drawn to you.

SHARE YOUR STORY

To be successful in business, it is very important to differentiate yourself from others who provide a similar service. What better way to do that than share your own unique story.

So how can you share your story, without being seen as raving on about yourself?

If your story has a lesson in it, share it at a network or relevant group
Blog about it. A blog is a great way to interact with your clients and prospects.
Pop it in your newsletter. Clients often connect with elements of your journey that speak to them personally. When they know what makes you tick, referring to others who would make an ideal client comes naturally.

BUILD YOUR CONFIDENCE

Developing your confidence where it matters can make a big difference to first impressions. This can really count when people ask what you do at a network or social gathering, or when handling telephone enquiries.

If you lack confidence in these areas, don't despair. You will find it helps to be prepared, and even practise your responses. So,

BE PREPARED

When meeting people face to face - knowing what you want to communicate beforehand can put a favourable light on what you do. It's not about a robotic response, but having a clear idea of what you want to communicate, and that might mean practicing in front of the mirror! Check out 15 second pitch to create your introduction in about 5 minutes. You can refine and practise it and build your confidence in that area.

When taking phone enquiries, document common questions and responses so you are always ready with a confident response. Again, it's not about reading the answer, but becoming familiar enough with it that it comes naturally, and rolls off your tongue. Check out my article on how to turn phone enquries into appointments here.

REMEMBER PEOPLE'S NAMES

Using a persons name can be very powerful. I have found by I re-confirming their name in the first 5 minutes, no-one is going to be offended! An important point is to pay attention to those we meet and listen to what they have to say.

DRESS APPROPRIATELY!

Dressing like a hippy is perfect for the folk festival, but not so great for a corporate event where you want to impress potential corporate clients! It is important to reflect your personality, but remember to dress right for the occassion.

Finally, SMILE!!!

Smile....and the world smiles with you! And if not, you'll feel better anyway!

When meeting someone for the first time, ensure the door is open, gently invite them in, and allow them the opportunity to enter, either now or in the future. That is the power of first impressions....

All the best with your (ad)ventures...

Krishna

The Power of 'One to Many' - Sharing Your Message to Attract More Clients

2009-11-09T22:53:00.000-08:00

Let me tell you about my client and friend Annie Clark (that's her on the left). Annie is a wellness consultant with a huge scope of knowledge and operates a successful health consultancy on the Sunshine Coast of Australia. Now, Annie wears a lot of hats. She writes and sells books on health topics, runs retreats, does one-on-one consultations and sell a range of health products that meet the needs of her clients.

So how does she promote all this? How did she become so successful? Yes she has a website. Yes you can visit her clinic. Yes you can come to her retreat.

Annie leverages the power of speaking to groups to share her message and attract more clients. She sets the date, promotes the event, get the bums on the seats, and continually fills her pipeline with people who want more of her!!

So what are some of the keys to making presentations work for you:

-Know your audience. Craft a message that suits the audience and speaks in their language.

-Know your topic. It's a great way to leverage your knowledge and be seen as an expert in your field.

-Make it interesting. Sharing a little of yourself, amusing stories, as well as the facts and figures is far more likely to captivate the audience (thanks to Hari of Coolum Toastmasters for this tip)

-Start small. Rome wasn't built in a day. Start with some intimate groups and work your way up...gradually expand your comfort zone.

USING YOUR PRESENTATIONS AS A MARKETING TOOL

-Be clear on your purpose and what outcome you would like.

-Don't forget to include an invitation at the end that makes it easy for audience members to engage with you further or get more information

-Be prepared. Have flyers ready for those who want more details, and have a way to capture interested parties contact details, such as offering them the chance to subscribe for your newsletter, or be sent a special report, or more info.

-Promote the event well in advance to your ideal client base. Make sure your existing clients know you are going to be there. Invite your friends and colleagues for moral support. This will increase the likelihood of cross referrals.

-Send a press release about the event to the local paper, or list it in your community directory and free online directories. (Keep your eyes open for free event directrories for later use, there's a stack of them.)

These are just a few suggestions for the limited scope of this blog. In short; public speaking is a powerful way to attract more clients without selling! It will help people to remember who you are and what you do. If you present the right message, to the right audience, the right client will automatically gravitate to you, and in turn tell their friends!

Happy speaking....and more clients!

Krishna
www.healthpracticesuccess.com

Sunshine Coast - Attract Clients with More Effective Ads and Flyers

2009-11-01T17:40:00.000-08:00

Have you ever struggled with creating ads and flyers? How do you know what to say? What are the best ways to get a response?

Depending on the outcome you want, there are right and wrong approaches to creating ads and flyers. By the end of this 4 hour workshop you will have drafted a flyer or ad that you can used to attract more clients to your business. Learn what to include in your ads and flyers to engage your ideal client.

By the end of the workshop you will have drafted a brochure, flyer or ad that you can use to promote your business to attract more clients.

Bring your exisiting marketing materials and we will improve on them for better results.

Still not sure?

I am often met by scepticism for this workshop because people want guarantees it will work! So, if you are not fully satisfied with this workshop, and apply what you learn (you will not be expected to jump hoops!) I will give you your money back. There. No risk. BOOK HERE!

WHEN: This Saturday November 7 9am until 1pm
WHERE: 651 David Low Way, Pacific Paradise (opposite car wash)
COST: Only $79 per person (with a money back guarantee!)
BOOK: Phone Krishna 07 5473 9559 or book online here

Getting the Right Message to The Right People Attracts the Right Clients!

2009-10-29T04:16:00.000-07:00

If you want to be seen as the 'go to' person in your field, a consistent and instantly recognisable message is essential!

Here's 5 tips to help you gain clarity when crafting and sharing your message.

1. Know who it is you are speaking to!

Choosing the right tone and language for your message can only be done when you know who the listener is. The clearer you are on your preferred audience (you get to choose) the easier it will be. Forget trying to be everything to everyone, that will only water down your important message!

2. Make sure they know what is in it for them

This is known as the WII-fm principle (what's in it for me). What is their problem, and how will they feel after seeing you. Articulate this in your message and you will make an impression on them. If you don't make it perfectly clear what is in it for them, don't expect them to work it out!! If you don't bother, they certainly won't.

3. Consistently share the same message!

No matter what promotional tool you are using, it should spread the same message. Your website, your flyers, your ads, your newsletter, your business card; as well as verbally. If you want people to understand what it is you do and how you can help them, and be seen as the right choice, it's your duty to make sure they know. If not, they might be missing out on what you can do for them just because "oh, I didn't know you did that!"

4. Share the right message with enough of the right people

There is no point creating the perfect message then sharing it with the wrong audience, or only a few. You'll just end up 'tired and frustrated!' A handful of letterbox drops will not build a business, nor will a couple of community notice boards, and a single network. Ask yourself - where do these people hang out - and then go there (and stay a while). Yes! It's that simple! (Especially when the message is clearly about 'what's in it for them').

5. Ask your target audience their opinion

Quite often, we spend alot of time creating 'stuff', but don't really bother to ask our audience whether it is meaningful to them. Create a couple of marketing tools (eg. flyers, business cards) and ask some of your 'ideal clients' their opinion. You can also ask what they are perceiving from your marketing materials, and see what the come up with. Then you will know whether or not your message is actually being understood in the way you want it to.

Got a question or comment about creating clear messages and getting it to the right audience? Post your comments below.

To your health practice success!
Krishna

Ways to Get Free Publicity Using Articles (even if you can't write)

2009-10-22T06:31:00.000-07:00

Without a doubt, articles are one of the best ways to promote what you do because they can be used in so many ways; are a credible method of marketing; build your profile as an expert; and are free or low cost to distribute.

Some of the places your articles can be used and why:

•In the local newspaper to inform potential new clients in your geographic area
•In your client newsletter to educate and entertain, and potentially attract referrals
•On article websites to stimulate traffic to your website
•In trade publications or specialist websites to increase your profile as an expert in your field
•On your website to help people find your site easily when they search using keywords included in your article (higher rank on google)
•On your blog to build your profile as an authority where people can comment and interact with you
•On other people blogs where your knowledge can be leveraged
•As a Facebook note so that your 'friends' get a better understanding of what it is you actually do!
Quite frankly the opportunities are endless!

Tips for Making Article Writing Easier

•Write about topics you know about
•Write like you speak
•Record your voice then transcribe it
•Study other articles where you would like to be published to get a better understanding of how to approach it
•Get help from those 'in the know', such as 'The Article Guy' Jeff Herring who offers free article writing templates when you sign up for his newsletter. Visit www.jeffherring.com •Get someone to write them for you! For as little as $5 you could have an article written on any topic you choose. Try these sites for a freelance writer: www.odesk.com, www.elance.com or www.rentacoder.com Here you post an 'ad' for what you want done, and service providers bid for the job.
•Come to a workshop on how to write articles. The next one is on the Sunshine Coast, November 28 where you will actually get to draft one!

A few tips on writing an article

• Start with a compelling headline. Many people scan headlines before choosing to read an article, so be sure your headline will capture the attention of your target market.
•Open with a statement or question. Your opening line needs to be interesting so that your reader wants to continue. You may make a statement of a current trend or observation, or a question regarding a common problem.
•Present your information clearly and concisely following a logical progression - one main idea per article.
•Include a quote to add credibility to your article. This could be from an expert in the field (including yourself) that you are writing about, from a client, or from a scientific journal that backs up your point of view.
•Include a footnote that makes it easy for the reader to contact you. Some publications may accept a brief biography here.
•Have a few people proof read your article and provide an honest critique so that adjustments can be made prior to submission.
There are lots of ways to approach articles. In November I am holding an article writing workshop where you can choose from a few different formats (Sunshine Coast). You will actually leave with an article draft ready for your blog, newsletter or to submit online or to your local paper.

Happy writing!
Krishna

10 Ideas to Build Your Profile as an Expert to Attract Clients

2009-10-12T05:43:00.001-07:00

People love to be reassured that those they go to for help are capable of solving their problem. But how do you get recognised as the 'go to' person for what you offer? Here are 10 ideas that can help develop your profile as an expert. We will explore them in more detail over the coming weeks.....

1. Forget trying to be everything to everyone

At first it may seem logical to offer something to 'everyone', but what this does is water down your message so that you 'blend in' to the background, the opposite of what you need to do. It is far better to specialise if you want to be seen as an expert and attract a steady stream of new clients.

2. Develop expertise in a specialised area, do the research, learn the skills

Being recognised as a expert is more than a 'label', it must also be true! Decide what you love doing, and how you can help people most and focus on that. This may mean finding a mentor or doing some extra learning to develop a deeper understanding of your field of expertise.

3. Draw on your existing skills and talents

Every experience we have had brings us to the point that we are today, so needs to be honored and valued. When I embarked on a health career I thought I had kissed my corporate life goodbye forever! It was only when I blended my experience of the two that I was able to really make an impact. Using your expertise to provide a great solution to a group of people that you know and understand well can really magnify your point of difference and leverage your expert status.

4. Write a book

If you want to propel your business to the next level, writing a book is a great way to leverage your knowledge and build your profile.

5. Use articles

I can't think of a better low cost way to quickly position yourself as an expert. Writing content rich articles about your area of expertise and submitting them to newspapers, trade publications and online, is a powerful way to build credibility.

6. Speaking

A super powerful way to be recognised as an expert in your chosen field. Speaking directly to your niche will quickly attract new clients when you consistently add value with the message you share. Add an invitation or irresistable offer and you are well on the way to taking your business to the next level.

7. Mentor others

Think about your own favorite mentors. Most likely they generously shared what they knew to help others 'learning the ropes'. Offering your time and knowledge to others is a powerful calling card.

8. Run events

Creating an event that meets the needs of your target market can help to enhance your profile as a specialist. You can joint venture with other professionals who offer great services to increase exposure to your ideal prospect.

9. Use a variety of methods to share a consistent message

The worlds most identifiable 'brands' have a consistent message across the various mediums they use. Whether your message comes face to face, in print, via electronic media or newsletter....your message needs to be specific, solve a problem and be easily identified.

10. Be mindful of the company you keep

I've heard it said that we are an average of the 5 people we associate with most. Surround yourself with likeminded people who are aiming for excellence in their field of endeavour.

This list are just some suggestions that can help to build your profile as an expert. In most instances they are relatively low cost. Begin by choosing the ones that work for you (this may require 'stepping out' a little...but that's okay...you can do it!). Establishing yourself as an expert may mean developing some new skills, or doing some things differently, so allow time to work on your business as well as in it. Stay tuned as we explore some of these ideas in more detail over the next few weeks.

All the best with your (ad)ventures....
Krishna

An apology and confession....

2009-10-12T05:37:00.000-07:00

Attract More Clients By Standing Out From The Crowd

2009-09-28T21:48:00.000-07:00

Are you comfortable about standing out in a crowd? When it comes to good marketing, and attracting more clients; it is essential that you stand out, and that you are seen as different to other businesses similar to yours.

When you are clear on your uniqueness, you can communicate that to the clients that matter most and attract more bookings. What you need to be clear on is your ‘unique selling proposition’ or USP. Put simply this is a statement that differentiates you from others offering a similar service. Now this doesn’t mean that what you offer is different; but it does mean that how you communicate what you do is different.

Let me explain that.

Where I live there are quite a few gyms competing for clients who want to get fit for the summer. They all offer exercise equipment; all offer personal training sessions; and all offer friendly service! So how can they differentiate themselves from one another? Well...

-At the ladies only gym you can exercise in comfort with women just like you
-At the 24 hour gym you can visit anytime that it suits without annoying queues
-The fitness club is a great local meeting place for people who like to stay fit
-Down the road is one-on-one personal service with a focus on results

See what I mean? Essentially they are offering the same product, but by communicating it differently they can all have a piece of the pie, without the need to have a discounting battle.

Where to start with creating your own USP

*Know who your clients are and what they want (for more on this refer to last weeks newsletter on how to find your niche)
*Research what other alternatives there are out there
*Make a list of what is unique about you
*Select some criteria that differentiates you from messages others in your industry send
*Craft a statement that includes your unique attributes

Important points to remember

*Specialise
*Speak from the clients point of view
*Speak to the clients problem
*Offer a solution
*Emphasise why you are the right choice

For example: you might be a naturopath who offers natural solutions to health problems. But you can differentiate yourself by choosing a specialty such as:

“Helping women survive menopause with natural clinically proven solutions”
“Restoring sanity to your family with ADHD diets that your children will love”
“We give you every chance possible to conceive naturally before needing to consider invasive fertility treatments”

See how powerful it is! To attract clients, you must stand out, differentiate and specialise. Not sure? Ask your clients why they chose you! Next week we will explore more ways of standing out as an expert which always attacts more people to your product or service. Until then…..

Have a great week!

Defining a Niche to Attract More Clients....

2009-09-22T19:35:00.000-07:00

One of the greatest struggles I see health practitioners and coaches have is around making a decision to define a specific market to work with. Let me ask you this. If someone had a service to offer you, what would be more meaningful? Something that is simply offered to 'everyone', or something that is offered in terms that you care about, in your language, that speaks to a problem you have? Today I'm going to outline some of the benefits of defining your niche and offer some practical suggestions on how to determine a great niche for you.

Even if everyone could benefit from your product or service, trying to promote what you to do 'everyone' is hard work, costly, and will quickly burn you out with little real results. To truly make an impact with your marketing efforts, it makes much more sense to define a group that you can direct your marketing message to who are ready and willing to hear what you have to say, and are likely recognise your product or service as a good choice that can solve their specific problem.

7 Great Reasons to Define Your Client Niche

1. Creating your marketing messages become easier when you know specifically who specifically you are talking to!
2. When you know who you niche is, and what they want, it becomes easier to deliver solutions in a way that engages them - you can speak their 'language'.
3. You’ll be seen as an expert in your field, which automatically attracts more clients to you.
4. You can refine your services to really serve your niche well
5. You are seen as an obvious choice to solve specific problems your niche have
6. You actually reduce the number of competitors you have
7. When you specialise you stand out from the crowd

There are two main keys to defining your ideal niche –

WHO are ready and willing to hear what you have to say, and
WHAT is the problem you can help them with.

Generally I find that practitioners I work with usually have an existing group of clients they have been working with, so that is a great place to start. Beginning with your existing client profile provides lots of clues on how best to move forward with clarifying your niche. If you are just starting out, focus on defining your ‘ideal client’. Refining your niche is a process that may take a little time. But it is absolutely essential. The key is getting as specific as you can. Note that just because you are deciding on a niche, that it doesn't exclude others. But it will definately make your marketing and promotion much easier.

Answering the questions below will allow you to gain some clarity around a potential niche. Note that some of the questions seem similar, but I encourage you to answer them anyway to help draw a solid niche out of you! Do not generalise. Be as narrow and specific as you can.

Your First 10 Steps Toward Uncovering Your Ideal Niche

Take a sheet of paper, note down each of these questions with the associated response.

1. Who are your favourite clients
2. Who are your regular clients
3. Who would you ideally like to work with most
4. What type of client currently uses your services the most
5. What type of comments do you receive from current clients
6. Who gives you the most favourable comments
7. What are the MOST COMMON problems they see you for
8. What issues do you care about most
9. Who would benefit the most from what you do
10. Why do you do what you do?

Is a theme or pattern emerging? You should begin to see some common threads in your answers. As soon as you begin to see that a logical niche can be seen, you will be able to explore what it that you offer that can specifically meet their needs. This will become the start of uncovering your ‘unique selling proposition’. We will explore that further in next weeks Healthy Marketing. Stay tuned....!

If you have struggled with this or found it helpful, I would really love to hear you comments about it. Have you found the right niche for you?

Top 10 Tips to Keep Clients Happy and Coming Back for More

2009-09-14T05:21:00.000-07:00

Did you know that as many as 68% of clients go elsewhere because of indifference? It's not necessarily that they don't like your product or service, or don't need it, or have even been unhappy with their experience. It's just....well....indifference breeds contempt (so they say). It is possible to increase your clients by 50% without increasing your marketing budget, simply by working with what you have in your hand.....your existing client base. This weeks Healthy Marketing Guide offers some suggestions to develop and nurture your client relationships so they keep coming back for more as well as bring their friends!

1. Know your customer
It is so easy to assume we know why our clients come to us, without actually asking. It is just as easy to assume you know the reason they stop coming. Asking then why they are here, and what their expectations are, allows you to guage whether you actually delivered. Don't be afraid to ask! They will appreciate you took the time to bother, and the feedback they provide will be invaluble, not to mention the great testimonials you can obtain when they give positive feedback!

2. Show your clients you care
Sounds like a cliche, but it really is true! When you have taken the time to get to know your clients, and then show you care by sharing something that is meaningful to them, or remembering their birthday or major event in their life, it really matters. Showing you care is a great way to 'connect' and build an even better rapport.

3. Do followup calls
Followup calls are a must for new clients and important for existing clients, especially during a healing crisis or more intense issue than usual. A genuine "just wanted to see how you were feeling after last weeks session" will help you stand out from the crowd of people providing similar services. Just another way to show 'you care'.

4. Educate your clients
Have you ever discovered a client has gone elsewhere for a service you offer, just because they didn't know you offered it! Educating your clients on what else you can do for them, let's them know what other benefits you provide, and gives them more reasons to keep coming back.

5. Have a meaningful newsletter
A newsletter is a great way to educate your clients about what else you do. It doesn't have to be complicated. Just make sure the content is meaningful, and has a "what's in it for me" flavour. It's not about you, it's about your client. Again, ask them what they would like to know about, and include it. I suggest including something to educate, something to inspire, and something to recommend or promote. One or two pages is plenty.

6. Do a survey
Quite often when I suggest this, people recoil because they are scared of negitive feedback. But, I have found the opposite to be true! In most cases you will find the feeback to be useful and positive. Surveying your clients helps to ensure you are delivering what they want, and responding to opportunities to improve your service. Try www.surveymonkey.com for free survey software that's easy to use.

7. Listen and respond
Instead of going into autopilot when a regular client comes in, take the time to genuinely listen to what's been happening in their life. Be responsive to what they have to say without just churning out the same old conversation.

8. Create community
This is especially important when we are always dealing one on one with our clients. Being part of your local community where your live their day to day lives, takes you out of the clinic and office and into the real world. You can also create community online through social media where interactions can take place outside 'work'. This adds another dimension to the relationship. Why not try an open day with a social event attached, or a special gathering to mark an important date or event.

9. Surprise them occaisionally
Even the best relationships become boring. Don't let that be an excuse for a client to 'move on'. Introducing a new strategy or idea to how you normally work with them helps to maintain their interest.

10. Reward their loyalty
Why is it that 'new clients' have all the luck? Introductory offers, special deals and discounts should not be reserved for new clients. Adding value to existing clients, rewarding them for referrals, sending a 'no strings' birthday gift or just a thankyou for continuing to be a valued client goes a long way!

To your health practice success...

Krishna

How to Attact More Clients with Joint Ventures

2009-09-07T05:19:00.000-07:00

7 GREAT REASONS TO USE JOINT VENTURES

1. They leverage your business to more potential clients through valuable partnerships – building your client base at minimal cost
2. They build your credibility through the trust already held by your partners – exposing you to warm rather than cold prospects
3. You are seen as someone who is willing to work with others for a greater benefit to all concerned
4. They allow you to be surrounded by likeminded and passionate people - you will be inspired and inspire others
5. They can create free publicity
6. If carefully targeted joint ventures will help position you as an expert in your chosen field
7. They eliminate that horrible feeling of slogging away on your own trying to get clients

WHAT TO CONSIDER WHEN CHOOSING JOINT VENTURE PARTNERS

Know exactly who you want to attract to your business. Clearly define your audience. This becomes apparent when you know exactly what your strengths are and who you can help the most. You must identify this first before proceeding, if you want them to work well for you.

Partner with local businesses who have the same target market as you. They may or may not be health related, it could be the local fitness club, café or playgroup.

Approach potential partners from a ‘what’s in it for them’ perspective – it’s not all about you (although your aim is for you to benefit, it must benefit your partners also).

Remember that it's a team effort - you don’t have to go it alone. Bigger joint ventures are best when everyone has a role to play. Don’t be afraid to delegate – just the fact that you initiated the idea will be worthwhile if everyone benefits.

Pool your resources. Eveyone invloved can play a part in promoting the joint venture. Making sure everyones clients hear about the promotion and that any cost are shared will help with the smooth running of your project.

10 JOINT VENTURE IDEAS YOU COULD TRY

1. Place flyers at local businesses in exchange for their ad or coupon in your newsletter
2. Offer a free treatment to the local physio or personal trainer who can speak on your behalf to their clients and refer them to you. A value adding voucher works well in conjunction with these. Offer to refer your clients to them also.
3. Offer treatments as prizes to local charities and fundraisers in exchange for promotion in their flyers and newsletters as a sponsor.
4. Sponsor a member of the month prize at the local gym.
5. Team up with the local health food store – you promote their products while they promote your service.
6. Set up a stand at the local sports club or fitness centre. It offers their members an additional service and you get exposure to new clients.
7. Participate in open days and community events – you’ve got to be in it to win it!
8. Create a health expo by teaming up with other practitioners. Charge a fair price for half hour treatments and offer free talks on different health issues. Ask a local venue to donate the space. Promote it through local newspaper articles and what’s on columns, on community noticeboards and free online community directories. A little planning goes a long way.
9. Create a local network that appeals to your target market. For example, if women 40 plus are your market, team up with a local café or restaurant and host a monthly luncheon event. It could be purely social or you could have an interesting speaker each month.
10. Join with other complementary businesses and do in-home functions that are fun. Great for hens parties and 'girls nights in'.

Teamwork divides the task and double the success.
- Unknown

Got a joint venture idea that has worked for you? I'd love to hear about it!

Top 3 Tips for Getting Client Referrals

2009-07-09T19:45:00.000-07:00

Most of us don't need convincing that a large percentage of new business comes from 'word of mouth'. But, when it comes to taking an active part in getting client referrals we freeze! Why is that I wonder? Is because you don't believe that what you offer is of value? Is it because you are fearful of rejection? Both natural human responses.

BUT, I assure you, if you are offering value to existing clients and they are coming back for more, then you are definately offering something of great value and it deserves to be shared don't you think?

Here's my top 3 tips for getting client referrals:

1. Ask for them

The simple most effective way to get referrals from existing clients is to ask for them. Don't apologise for that, there is no need to feel bad about it. Say something like:

"I don't usually advertise, but I would love to help anyone you know with the same problem. Would you mind giving my card to anyone that could benefit?"

2. Reward those who give you referrals

Offering a reward for referrals is a great way to encourage people to remind others about you. Don't feel that you are 'buying' the referral, as they won't refer if they don't value what you do. People really appreciate being thanked. Offering a $10 voucher off their next visit (to use within 30 days) is a great way to reward them as well as keep your pipeline topped up with regular repeat visits.

3. Have a simple referral system

A system is simply something that works for you that you repeat to keep getting a result. The system could be as simple as 1-2-3. 1. Ask 2. Thank 3. Remind.

By asking for referrals, always thanking them, and continually reminding them (this could be verbally, through your newsletter or using a poster in your office), you will find you continue to get referrals. By reminding your clients that "the greatest compliment they can give you is to refer their family and friends", you will find that health business will continue to grow.

I would love to hear about your favorite referral methods....so post your comments below.

Oh, and if you liked this post, don't forget to share it with your friends!!

To your health practice success...
Krishna

Attract More Clients Using the 80/20 Rule

2009-06-30T15:02:00.000-07:00

Are You Confused About How to Market and Promote Your Health Business?

2009-06-15T23:40:00.000-07:00

Need clarity on the best ways to attract more clients?

Most natural therapists, health practitioners and coaches are passionate about helping people to live better lives. But sometimes it can be a challenge to turn this passion into a profitable business.

Does that sound like you?

If so, join me for a full day on July 4 at Pacific Paradise on the Queensland Sunshine Coast and learn HEALTHY MARKETING strategies that you can implement immediately into your business and attract more clients.

At this interactive workshop you will learn:

The 7 common pitfalls that you are wasting your money on that need to stop NOW
Low and no cost marketing strategies that are highly effective in building a practice
What to say when someone asks “what do you do” that will attract the right people
How to determine who is the right people to target that are most likely to book
2 simple ways to stand out from others in your area of expertise
How to get the results you want by following an 8 step process for every promotion
5 elements you must consider for every flyer, brochure and ad to make them effective
How to avoid ‘peak and trough’ syndrome where busy periods are followed by slumps
What you need to do to retain your best clients who continue to refer
How to ask for testimonials without feeling like you are having a tooth pulled!

I know you are ready for a more prosperous practice. Why wait?

For more details or to book online visit http://www.healthpracticesuccess.com/training.html training and workshops page.

One saturday will make all the difference to connecting with new clients you love to work with. If you are tired of wondering why your marketing efforts aren't paying off as well as you'd like them, this workshop is for you.

Visit http://www.healthpracticesuccess.com/training.html or email krishna@healthpracticesuccess.com with any questions you have.

Does Your Marketing Plan Have What it Takes to Get the Job Done?

2009-05-20T16:56:00.000-07:00

There is a lot of debate about what marketing actually is and what a marketing plan should include. I like to think of marketing as anything that puts you in front of the right type of potential client you want to see in your health practice. This includes things such as what your product is; how you position yourself within your industry and how you are going to promote that to the right people. Of course the whole point of marketing is to get clients or customers.

Today I want to address the whole notion of attracting enough clients so that your health practice prospers. These are not just any client, but clients that want what you have, are willing to pay for it, and will refer others to you.

Too often, health practitioners rely on methods of promotion that is very passive, and does not expose them to enough of the right kinds of prospects. A few flyers on the local noticeboard or down at the local cafe, does not a flourishing practice make! I am not saying don't use these methods, as they can be very useful, but as stand alone marketing tactics they are not likely to produce a very big result.

BEFORE YOU START DOING ANY PROMOTION

Be clear on what you are promoting. Is it a workshop or a service? Try not to get too many ideas across at one time.

Be clear on your target group. Be as specific as possible. Is it working women, depressed people or men who like fishing? A clear idea of your target market or niche allows you to 'speak' to them directly, rather than being a jack of all trades who does anything for anyone. This is not the way to build a solid client base.

Know exactly what you want to achieve. Is it a certain number of clients per week? 10 bums on seats at a workshop? A particular income per month?

Where will you find the right people? Where do they hang out? How can you connect with them?

What tools do you need to reach them? An interesting presentation? Brochures, editorials or press releases?

What is your budget? Of money, of time, of energy?

NOW - THINK IT THROUGH....

-Are enough prospects being exposed to your campaign to get the DESIRED RESULT?
-Are they ready to receive what you are offering?
-Does the methods you want to use suit your target market?
-Do you have enough frequency and exposure to get a RESULT?
-Is your budget enough to get the job done? (Time, money, energy)
-Have you got the right tools?
-What help do you need? Can you delegate anyting?
-SWOT - be aware of any strengths, weaknesses, opportunities and threats.

If you are serious about having a prosperous practice, you must get serious about reaching good quality prospects who can become clients. The right message in front of enough of the right clients will bring you the desired result.

You can turn todays ideas into tomorrow successes when you work towards what you want with passion and persistance. You can do it!

To your health practice success,
Krishna

7 Tips to Build Your Business During a Recession

2009-04-08T06:05:00.000-07:00

Now is a great time to plant seed and be rewarded with a harvest. After all you reap what you sow. Here’s 7 tips to get you started.

1. GET CLEAR ON WHAT YOU WANT

This is no time to panic!! Get clarity on what you want to achieve and FOCUS. Focus allows you to find the shortest route between 2 points.

2. IDENTIFY A NICHE

Most small businesses have limited resources, which means that there is generally not adequate time and money to be all things to all people effectively. This does not mean “give up”. It simply means identify your ideal client who you can serve the best that will be profitable and actively work with them. The most efficient way to build your business is to aim for a target, not go swimming in an ocean!

3. CREATE A MARKETING PLAN

Once you have identified your niche, creating a marketing plan should be easy. Determine where to connect with your niche, what methods will be most effective. Do they congregate in groups, read newspapers or magazines, search online, or seek information though referrals? What message do you want them to hear, and how is the best way to send that message?

4. WORK WITH WHAT YOU’VE GOT IN YOUR HAND

68% of your customers go elsewhere because of indifference! Does that shock you? Put your energy into your existing clients and you will increase their average spend. This means more profits for you. Build loyalty by staying in touch. Educate your clients about what other services you provide that they may not be aware of. Ask for referrals from satisfied clients, or start a referral or rewards program.

5. ACTIVELY PROMOTE YOUR BUSINESS

Apathy. A six letter word that will suck the life out of your business if you let it. Now is not the time to sit back and let external circumstances dictate the outcomes of what is important to you. Difficult times can be used favourably to steadily build your market share, but you need to take ACTION. Once you have your marketing plan outlined begin to implement promotions that specifically reach your target market. Some suggestions include:

-Speak at networks that reach your identified niche
-Advertise on or offline in places that your target group access
-Use the unlimited free options available to you such as articles online and off, social media and free directories
-Activate your existing database by sending your latest catalogues and offers
-Run a competition or event that generates interest in you by your target group, and invite the media to be a part of it

Remember if your business is folds because you choose to do nothing, you only have yourself to blame, not the ‘recession’ which is a symptom that is temporary.

6. ALWAYS TALK IN ‘WHAT’S IN IT FOR ME’ TERMS

Your customer is not interested in ‘your business’ or even what it does. So don’t bore them with a long list of your attributes. They are interested in what perceived problem you can solve, so DO provide them with lots benefits you provide that can help them with their needs.

7. EVALUATE WHAT DOES AND DOESN’T WORK

You would have heard the claim that “half of my advertising works, I just don’t know which half”. Well, this is only partly true. You need to know where your customers are coming from and why, so remember to ask. List what types of promotion has worked in the past and do more of that. Ditch what hasn’t worked, or tweak where necessary.

"The fishermen know that the sea is dangerous and the storm terrible, but they have never found these dangers sufficient reason for remaining ashore." Vincent Van Gogh

10 Event Ideas to Build Your Business Regardless of the Economy

2009-03-16T16:07:00.000-07:00

Creating events that target new clients is a great way to build your client base and be seen as an expert in your chosen field. The type of event you choose is only limited by your imagination. Here are a few to tempt your appetite with the possibilities; your choice will depend on what you hope to achieve from the event. Perhaps it is to increase your public profile, let potential clients experience what you have to offer, build your database, or make sales. Always think of your event as a stepping-stone towards building a solid client base who come back for more, and tell their friends about you, rather than a one-off activity. There is one to suit you. All you have to do is start!

1. Seminar
A seminar is a great way to leverage your time by presenting to a group instead of individually. A well-presented seminar will build your profile as an expert and allow your target market to experience what you offer first hand. Use this format to promote your service, sell your products and build your database of hot prospects.

2. Open Day
An open day is an ideal way to incorporate viral marketing into your mix by offering incentives to your existing clientele to invite friends and family, as well as stimulate potential new clients to visit your establishment or experience your service. Your open day, can be as simple as opening your doors, or may offer exciting workshops and speakers. Offer prizes and incentives for attending, and don’t forget to collect contact details to add to your database.

3. Party Plan
Using party plan to promote and sell your products can be highly lucrative. Passion and drive is necessary as well as top training if you choose to recruit other distributors. An excellent way to connect directly with your customer and encourage repeat business by staying in touch and offering rewards and bonuses.

4. Network
Creating a network that directly appeals to your target market is a sure fire way to build your profile as a leader in your field, and provides access to a steady stream of potential clients.

5. Course
Many health fields lend themselves to offering wonderful content that can be delivered as a course, leveraging your time and building your income working with a group.

6. Joint Venture
Got a few friends or associates that share a target market, but meet client needs in different ways? Why not get together to create and event and promote it to your various networks. Joint ventures work best when all involved take an active part to promote the event to their own client lists.

7. Charity Promotion
Give back to your community by creating an event that supports your favourite charity. Great for joint ventures and networking event by building your profile as you raise funds for a worthy cause.

8. Single Workshop
Holding experiential workshops allows people to personally experience what you are sharing by leveraging your time in a group for a fee. A great stepping stone to attracting one-on-one clients or on selling other products or services.

9. Workshop Series or Course
As above but over a series of days, weeks or months.

10. Conferences and Tradeshows
A more comprehensive approach involving participants that meet the needs of a particular niche. Limited only by your imagination!

Getting started

Events expert Samantha Richardson, founder of Evolution Events generously offered some industry tips to make sure your event is a success in a recent Health Practice Success Radio interview. Click here to listen now, or download for free. Samantha suggests:

-Allow plenty of time to promote your event
-Be clear on what you want to achieve from your event
-Build a team to implement your event, don’t go it alone
-Create a marketing plan
-Create and action plan
-Be clear on your target market to maximise results for your effort
-Remember your existing client base already know and like you, so are more likely to purchase again from you
-Build a strong database to promote to
-Use freely available methods to market your events such as social websites like facebook and online directories instead of expensive advertising

ARE YOU AN EMERGING WORKSHOP LEADER OR PRESENTER?

If you would like to confidently promote and present, then the Luxury Business Boot Camp ‘How to Make More Money Running Your Own Workshops and Events” is for you. To be held this coming weekend on the Gold Coast. For more details click here.

To your Health Practice Success….
Krishna

Can Workshops and Events Help to Build Your Health Practice?

2009-03-09T20:39:00.000-07:00

Many of the health practitioners I work with already recognise the value of holding workshops to expose what they do to people they love to work with. Practitioners generally fall into one or more of these categories:

1. Already running workshops and events but aren’t sure whether they can do it more effectively
2. Are confused about whether they should charge for them or offer them free as a promotional strategy
3. Have a good workshop, but find promoting them difficult
4. Really want to run them, but are unsure where to begin
5. Are nervous about speaking in front of a group

Workshops and events are a wonderful way to build your profile as an expert in your field and to leverage what you do to a wider audience, rather than trying to gather momentum one person at a time.

If you would like to harness the power of workshops and events – and do it well – a workshop will be held on the Gold Coast March 20-22 hosted by Samantha Richardson, event extraordinaire and founder of Evolution Events and Margaret Gill from Abundant Private Practices.

Join me for a free live preview teleseminar this Thursday 12th March at 10am when I interview Samantha Richardson TELESEMINAR – Make More Money Speaking and Running Your Own Events visit the web page and click on reminder. You can listen online on or phone in to participate in the call.

If you already know you are ready to learn the skills to promote your event and create a fantastic workshop in one Gold Coast weekend under the guidance of Samantha and Margaret – go straight to the Create and Promote Workshops Business Bootcamp - for more information or to book your place. Seats are limited to 10, so be quick!

To your health practice success….
Krishna

THE TOP 3 MISTAKES THAT HEALTH PRACTITIONERS MAKE WHEN TRYING TO ATTRACT NEW CLIENTS

2009-02-05T19:18:00.000-08:00

This is a topic that is really close to my heart, because these are the top 3 mistakes I see most often. For some reason, in the clamour to get more clients, health practitioners and natural therapists repeatedly do these things. Here are the top 3 and what to do instead!

Mistake Number 1: Hide behind a brochure

Now I have absolutely nothing against brochures. Actually I love them (if they are done well with all of the right elements)! But people don’t do business with a brochure, they do business with YOU. So, whilst your brochure can be an excellent tool for sharing what you offer, they are an extremely passive means of promoting yourself, they should not be used as an alternative to connecting actively with potential clients.

What to do instead: Try using more active means of promoting yourself, such as face to face networking or participating in community events. Offering your services as a speaker at networks is a wonderful way to begin to connect with others in a way that draws clients to you instead of having to chase them. For those who really don’t cope in a group situation at all, try joint venturing with others who can recommend you, but don’t forget that there needs to be something in it for them too.

Mistake Number 2: Try to be everything to everyone

We’ve all done it. We announce that we can meet everyone’s needs, that what we do is tailor made for them. It may even be true! But if you say that, then you aren’t differentiating yourself from other practitioners, and may get lost in a sea of them. I know it’s tempting, you think that this will increase the number of prospects for you, but the opposite is true as it won’t be clear why someone should choose you.

What to do instead: Position yourself as an expert. This means send a message about something you specialise in that people want. The more specific the better. For example, if you had acne – would you be more likely to try ‘Proactive’ who specialises in acne, or another skin care range that has something for everyone. Think about it. Now, how to let people know you are an expert? Promote yourself through editorials and articles, speak at events, advertise your specific service, create a specialised newsletter, etc.

Mistake Number 3: Talk about YOU, instead of what’s in it for your client

Open up any yellow pages or newspaper directory and you will see scores of businesses with their logo up in ‘lights’, telling us all about THEM. But do they make it clear how YOUR needs will be met? How do you decide which one to call? By the prettiest ad and logo? No! Correct me if I am wrong, but you are most likely to contact who you think has a solution to your problem.

What to do instead: Talk about your client. Talk about what your ideal clients want. This is called ‘what’s in it for me’ or WII-fm (the station everyone is listening to!) Use a headline that captures the interest of your target market. Be specific. Use testimonials to back up your claims. Remember to always put yourself in your clients shoes and create a message which is client focused rather than you focused.

I hope you have found this information useful. I would love to hear your comments and feedback, and what has or hasn’t worked for you. All the best in your client attraction endeavours!

To your health practice success….
Krishna Everson

KRISHNA’S BIO: Krishna Everson, client attraction and retention mentor to the health industry, works primarily with health practitioners who hate marketing but want to build successful practices that thrive, instead of just barely survive. Krishna is the author of upcoming book "The No-Hype Guide to Marketing for Health Practitioners".

Email: krishna@healthpracticesuccess.com
Web: http://www.healthpracticesuccess.com/

What Have You Got In Your Hand? The Key to Your Thriving Health Practice in 2009...

2009-01-05T16:52:00.000-08:00

Don't you love fresh starts? The chance to bid farewell to the old and create something new? That's why I find new year's so refreshing.

When shedding the old, the key is to hang on to what has worked well for you and discard, or change what hasn't. I have to confess that I haven't stayed in touch with people as much as I would have liked last year, but this year will see that change. Which brings me to the topic of this blog - what have you already got in your hand (seed) that if nurtured will make all the difference to the success (harvest) of your health practice this year?

Your existing database. Your database probably falls into one of these categories:

Database? What database?
I have some bits of paper with names and addresses somewhere.....amongst the rat droppings and cockroach poop...
Incomplete database. I started one but got distracted by something much more fun....
You have a database but don't use it.
You have a database and are regularly in contact with those on it.

I can relate to all of these, and have been at each point at different times. But, I promise you that those who answered number 1, will not have the success that the number 5's are having.

Today I want to encourage you to bite the bullet and get your data base in order. Here is a simple checklist, so your can start planting that seed and reaping your harvest.

⁯ Create a manageable file of all leads and clients alphabetically. Ideally this will be on your computer into Outlook, Excell or Access. If you don't have a computer, an card system from your office supplier will do. (If you are too busy, pay someone to do it for you).

⁯ Categorise you clients into A, B, C, D. This could mean your most active are A, or those that spend the most per session for example.

⁯ Create a marketing plan for each segment. Keep it simple so it doesn't overwhelm. This could include sending a regular newsletter, sending a promotional postcard, or staying in touch for birthdays and Christmas.

⁯ Activate your marketing plan. Without it you won't thrive, in fact you probably won't survive.

If you are thinking you can't be bothered or it's too much work, ponder this: 68% of clients go elsewhere because of indifference. It also costs at least 10 times more to attract new clients, than work with existing ones.

Additional success tips when working with your database:

Keep your lists as current as possible (sending a Christmas card to someone from 5 years ago probably won't be effective, but may be insulting!)
Make sure what you send is relevant. (Sending your male clients info about the latest womens' festival is just plain silly!) Classifying your lists will ensure relevancy
If using email be sure that you have permission to send otherwise it may be considered spam and is illegal and you can be heavily fined.
Use an email and newsletter managment system such as icontact or aweber to create beautiful newsletters and email campaigns.
Create personalised postcards and brochures at very low cost using Vistaprint. They offer a huge range of designs for a wide variety of stationery. I especially recommend their postcards which are very good quality. Looking professional at all times is important.
Be consistent - regular contact ensures better results and more referrals.

Keep it simple, and enjoy regular contact with those you already know. Build relationships....it's the way good business is done....and it's enjoyable. If you don't like interacting with people, you are probaly in the wrong industry!

To your health practice success....

Krishna

http://www.healthpracticesuccess.com

Are You Passionate About What You Do?

2008-11-22T05:04:00.000-08:00

Can you believe that 2008 is almost over? A year of tears and triumphs the world over, a new season is beckoning. I wonder how many of us are drifting through the days with little purpose and a lot of 'hope for the bests' instread of striding forward with confidence....or at least moving forward steadily one step at a time.

As 2009 approaches I'm encouraging you to think about what you REALLY want to be spending your time on in the new year. What is it you are really passionate about? If it's already clear to you, now is the time to position yourself to move forward into your vision....to make it real.

Time to get real, get passionate, get started (if you haven't already).

GOT A VISION? A PASSION? A PURPOSE?

1. Write it down - a dream or vision for something greater begins to become reality when you fully engage in it. Writing it down is a great place to begin this process.

2. Share it with others - don't be shy, share your vision with people who can inspire and encourage you. Speaking it out will help you to be accountable to others and really help to set your plan in motion. Sharing it will also help you to confirm it is really what you want, as your intuition will guage if you are on the right track.

3. Take action - all the good intent and 'putting it out there' will be fruitless if there are no associate actions to with them.

4. Devise a plan - list some actions you can take to move you toward your vision. Be realistic, and ask for help if your not sure how to do some of them from someone who does.

5. Start! Don't go another year yearning to fulfill a dream. 2009 is the year to start!

If you are a health practitioner with a vision for your practice, I encourage you to join me at a mastermind group, sign up for my online newsletter and stay tuned for my forthcoming ebook: The No Hype Guide to Marketing for Health Practitioners. Sign up for my newsletter at http://www.healthpracticesuccess.com/ and stay tuned.

I'd also really love to hear your stories on how you have already begun living your passions and turning your dreams into reality. Share them with me by adding a comment below.

To your health practice success...
Krishna

If Business is Quiet It's NOT Because of the Recession

2008-11-07T05:43:00.000-08:00

Why are some businesses flourishing and others floundering right now? Whilst we live in uncertain times, your health business has the potential to be the best it ever has.

Lately, within just a few moments of small talk, the topic inevitably turns to the current economic climate. Often, I can tell how someone is already doing before they even say so - the way they carry themselves, the tone of their voice and their energy has already given them away. Imagine how potential clients are receiving them? Not terribly well I imagine. In most cases these are the people who try to compete using a cheap price, and don't differentiate themselves from other practitioners. The truth is, if you continue to treat your business as a flourishing enterprise you are passionate about, and take active steps to build momentum - success is already yours.

Steps to ensure your ongoing success:

1. Be positive. Know that there are always people who want and need your service, regardless of circumstances.

2. Determine a niche market you love working with and focus on them. Don't try to be everything to everybody. Everyone does that! It makes you just another fish in the ocean. Discover what your best at and take it to the 'world'.

3. Don't be cheap to compete. Competing on price doesn't win clients, just short term bargain hunters.

4. Don't be complacent. Even if things are challenging at times, it is usually for a season only. Don't throw your hands in the air and give up in despair! Instead decide what needs to be done and do it.

5. Do have an action plan. Achieving what you want with your business requires more than just intent. Your intentions must be matched by actions. Have you recognised what actions need to be taken? Write them down and include a timeline. If you haven't planned for the upcoming Christmas season, do so by the end of the week, and begin to implement it step by step. Once you've done that, plan your new year approach. Don't over analyse it, just do it!

6. Consistently promote yourself and your business. Are you guilty of promoting yourself only when your have nothing to do? By constantly doing something to let others know about you, you will find that your business peaks and troughs are not so volotile. If you want to have a more consistent cash flow, keep your marketing activities ongoing. Create a simple marketing plan for the yearso it is not only done 'when you feel like it' or when you have the time. Consistent marketing builds a stronger client base and a foundation for success.

7. Check your mindset. Are you getting carried away on the wave of doom and gloom? Are you surrounded by people who continually speak negitively? Then you need some new friends. Surround yourself with positive influences and network with likemined and positive associates.

8. Do learn new things. If you know something needs to be done, but aren't quite sure how to do it, get help. The web is full of wonderful 'how to' resources.

9. Don't go it alone. Even solo businesses need others they can bounce ideas off. Buddy up with a friend and encourage one another as you explore new territory.

Many businesses that are suffering at present have had their head in the sand and are drowning now in deep water. It doesn't have to be that way. It is not too late to turn things around. In the coming posts I will look at some different marketing approaches and how you can use them confidently.

To your health practice success....
Krishna
http://www.healthpracticesuccess.com/

What Does a Fit Business and a Fit Body Have in Common?

2008-09-27T17:30:00.000-07:00

Fitness has been on my mind lately. It's spring on the Sunshine Coast where I live and it is well and truly beach weather already. But is my body ready? No! This got me wondering about whether or not our businesses are 'in shape', so I thought I'd share my thoughts about business fitness.

A fit business is commited to healthy habits

What kind of habits are apparent with your business? Do you consistently spend time working on your business or only working in it? Consistently devoting regular time each week to marketing health, managing financial health and client followup will be sure your business stays in good shape.

A fit business is lean

What are you feeding your business? Are you spending time been busy or productive. I liken this to to the fit body analogy of eating foods that are high in calorie and low in nutrition, versus eating foods that are highly nutritious that your body will love. Are you feeding your business with nourishing activities that lead to positive results, or high energy, low nutritious activities. Don't waste your energy on activities that fail to nourish.

A fit business builds it's muscle

Are you exercising your business muscle? If you have exercised, you will know that some activities will be a little tough at first, but as your muscles become stronger, so too will your ability to function at your peak. The same applies your business. Try doing a SWOT analysis - strengths, weaknesses, opportunities and threats. Once you have done this, spend some time capitalising on your strengths and buidling your weaknesses. If you have recognised areas in your business that need work, plan time to work on them. This could mean enhancing your knowledge or building your skills in a particular area. The main thing is not to ignore it, or you will be left behind in the wake of others who are more proactive.

Allocate time for business fitness

Just as in getting your body in shape, there is no point using time left over to get fit! It will never happen. It is imperaive that you set time aside in your schedule each week to work on your business. Allocate time to followup your clients, manage your database, reach new potential clients and learn new skills.

If you lack skills in effectively marketing your business, I can help. I work with health practitioners to give them the skills for do-it-yourself marketing that you can learn to do confidently. Drop me a line with your marketing question at krishna@vitalityoptions.com.au or visit my website at http://www.healthpracticesuccess.com for free tips.

To your health practice success....
Krishna

How Important Is a Web Presence?

2008-08-19T04:47:00.000-07:00

I know this is a touchy area for some, because many health practitioners are technophobes. But if you're interested in using your healing talents to help as many as possible, you need to reach out to others. Using online tools such as email and building an active web prescence can bring you a steady stream of clients who want your services. The web offers lots of ways to really leverage what you are doing by communicating with people who are seeking you out. It allows you to effectively at little or no cost to communicate with your existing clients as well as reach new ones. If you ignore the web, you are ignoring a simple business building tool that allows you to express who you are, how you work and what you can do for others.

Simple Web checklist:

Use email to stay in touch with existing clients
Submit articles to increase traffic to your website and build your profile as an expert
Free directory listings can increase your website rankings and make you easier to find
Use social marketing such as facebook to stay in touch with friends and associates and remind people you are there

Getting Started:

I recommend starting with one 500 word article (about half an A4 page) on a subject that would be of interest to your ideal client. Use this article to:

Include in your newsletter (don't have one? Start now...)
Post on your blog
Post as a 'note' on your facebook page
Submit to article directories (this will direct traffic to your website if you have one and increase your online prescence)

If you would like more information on how to use some of these methods, drop me a line at krishna@vitalityoptions.com.au I will be happy to direct you to the right place - in fact it would be a pleasure!!!

How to write articles that build your profile

How to Find Time to Work on Your Business...

2008-08-06T17:42:00.000-07:00

I had a nice chat with a therapist friend this morning who is frustrated at all the emails he has been getting lately as a result of persuing social networking skills. He wanted to know if he really has to do all that. "It just takes up my time" he exclaimed!

The simple answer is 'no!' You don't have to do all that, unless it is going to benefit your business by connecting you with either clients, or skills that will help you aquire clients or further build your business in some way.

It's important to recognise that not all marketing mediums are right for every business. It depends very much on who your clients are. I recommend asking yourself the following questions:

Who are your ideal clients
Where do they hang out (either socially, professionally or online)
What do they read
Where would they go if they were seeking out your product or services?

It is only after answering these questions that you can consider where best to spend your time reaching them. Once you have do the following:

Build time into your week that allows you to work on your business instead of just in your business. If you ignore this you will find that heavy troughs will follow your peaks. By allowing yourself time to spend on your business, even when you are busy, you will have a steady more consistent flow of clients.
Decide what are the best methods to reach ideal new clients.
Determine what outcome you want from each approach. Do you want leads you can followup or add to your database or do you want someone to make an appointment.
Focus on the approaches that will work best for you. Just because it works for someone else, doesn't mean it's your best choice.
Spend a little time each week on your chosen marketing methods.

The aim is to make sure every activity you take on has the potential for productivity. This means a stronger business for you. We are all given 24 hours in a day. How we leverage that time will determine how effective you are. Being busy is not necessarily mean good business.

Ask yourself what it is you really want. Determine the steps to get there and pay attention to do a little each week. The more focused you are, the better your results will be.

If you struggle with focus I highly recommend the free desktop program Simpleology. It has to be seen to be believed. You can download it for free here: www.simpleology.com

"Have regular hours for work and play; make each day both useful and pleasant, and prove that you understand the worth of time by employing it well." Louisa May Alcott

To your health practice success...

Krishna

Are You Getting In Your Own Way?

2008-07-28T22:43:00.000-07:00

Why are some health practices flourishing right now, when others are floundering? Yes, there is a lot of talk of poor economy, interest rates and higher costs of living, but there are still clients out there who are ready to use your services, and a lot of them at that! So lets consider the differences between health practitioners who are thriving with ones who are just surviving:

The Floundering Therapist will:

-Wonder ‘how on earth they can compete against all the competition.’
-Hope that people will ring them when they need a treatment.
-Think they are being pushy if they phone a client
-Let a lack of know-how stop them learning how enhance their business skills such as writing a newsletter.
-Will waste time being busy instead of productive
-Knows what they need to do next but will find anything possible else to do instead

The Flourishing Therapist will:

-Identify exactly who their ideal client is and recognise that they are always looking for good services
-Consistently find ways to connect with these people in a way that engages them (talks in their terms about what they care about)
-Truly connect with their existing clients where possible outside scheduled appointments.
-Understand their personal and business strengths and weaknesses and learn what’s necessary that help them to build their business or engage the skills of someone who can do it for them
-Will spend time working on their business as well as in their business by planning time to do so, rather than only if there is time left over.
-Will ask themselves what is the best use of their time right now, and choose to do it (whether they like the task or not!).

Are you ready to embrace all that is possible? Are you ready to see your dreams come to fruition? You’ve got the vision, and you are ready for it. Now it is time to put into practice the associated actions to see your vision become reality. It’s time to get out of you way and move toward your destination.

"Whoever I am, or whatever I am doing, some kind of excellence is within my reach." John Gardner

To your health practice success….
Krishna

https://www.healthpracticesuccess.com

Is Your Branding Letting You Down?

2008-07-04T23:27:00.000-07:00

“I don’t have a brand” you might say. Well guess what – every therapist has a brand – it is what you say to the ‘world’ in how you present yourself, your business and your service to your clients and prospective clients. The reason I wanted to post on this today is a very interesting comment was made on a great discussion board I've been visiting recently at (http://www.softtissuetherapy.com.au/). A member called 'bombers' said:

"Have you ever seen an Osteopath use a cardboard box as a sign for their clinic? Ever seen a Chiro have their sign half way down a beauty salon list? Ever seen a physio print out their own business cards on plain paper, with spelling mistakes, corners not cut properly? So why is you see this with our industry - all the time!"

Now some of you will breathe a sigh of relief and know this is not you, but those of you who have a sinking feeling, and perhaps are 'guilty' of this kind of attempt at promoting yourself can find relief in the fact that it has now been brought to your attention and needs to be remedied right now! Please - in the name of the industry and your own personal reputation don't sacrifice professionalism in the name of saving dollars or making a quick buck. It will do nothing for you in the long term and harms the reputation of the health industry. For any of you who are serious about your health career, you must present yourself professionally at all times in a way that is acceptable to your target market. For example, if you are targeting the corporate and workplace sector, the 'healer' image of thongs and sarongs are not acceptable (if at all for a serious practitioner) and a suitable work attire is a better choice. Remember even when you are down at the local shops you are a walking advertisment, so think about how you are presenting. Remember how your clinic is presented, the way your greet clients and how you answer the telephone all say something about you. And forget the handmade business cards, toss them today. If you need to be careful about spending, try http://www.vistaprint.com.au/frfau?frf=588651299534 for inexpensive cards and stationery (I recommend their premium cards in a gloss finish). I suggest you set aside at least 10% of your gross earnings toward promotion so that you are making a professional image a priority. If you'd like more tips on promoting yourself without breaking the bank, go to my website http://www.healthpracticesuccess.com/ to receive my free Health Practice Success newsletter.

To Your Health Practice Success...
Krishna

Attracting Clients You Love Through Joint Ventures

2008-05-29T04:09:00.000-07:00

“Our success has really been based on partnerships from the very beginning” Bill Gates, Microsoft

Being a health practitioner can be a lonely road at times, particularly if you are a sole operator. Quite frankly, a lot of practitioners like it that way! But if you want the abundant practice of your dreams, remaining an island just won’t cut it. Today I want to share with you a powerful way of attracting the clients you like to work with most through joint ventures.

So, what’s so great about joint ventures?

ü They leverage your business to more potential clients through valuable partnerships – building your client base at minimal cost
ü They build your credibility through the trust already held by your partners – exposing you to warm rather than cold prospects
ü You are seen as someone who is willing to work with others for a greater benefit to all concerned
ü They allow you to be surrounded by likeminded and passionate people - you will be inspired and inspire others
ü They can create free publicity
ü If carefully targeted joint ventures will help position you as an expert in your chosen field

What kind of joint venture should you consider?

Joint ventures are only limited by your imagination. Here are some suggestions:

ü Place flyers at local businesses in exchange for their ad or coupon in your newsletter
ü Offer a free treatment to the local physio or personal trainer who can speak on your behalf to their clients and refer them to you. A value adding voucher works well in conjunction with these. Offer to refer your clients to them also.
ü Offer treatments as prizes to local charities and fundraisers in exchange for promotion in their flyers and newsletters as a sponsor.
ü Sponsor a member of the month prize at the local gym.
ü Team up with the local health food store – you promote their products while they promote your service.
ü Set up a stand at the local sports club or fitness centre. It offers their members an additional service and you get exposure to new clients.
ü Participate in open days and community events – you’ve got to be in it to win it!
ü Create a health expo by teaming up with other practitioners. Charge a fair price for half hour treatments and offer free talks on different health issues. Ask a local venue to donate the space. Promote it through local newspaper articles and what’s on columns, on community noticeboards and free online community directories. A little planning goes a long way.
ü Create a local network that appeals to your target market. For example, if women 40 plus are your market, team up with a local café or restaurant and host a monthly luncheon event. It could be purely social or you could have an interesting speaker each month.

These are just a few ideas. Harness your strengths and combine them with the strengths of others. Team your organisational skills with someone else’s public speaking skills and another’s venue or customer base. Remember, joint ventures don’t have to be complicated, even simple ones pay off over time. The opportunities are endless! Great opportunities don’t come along once in a lifetime, they come along everyday – are you ready to harness them and see your practice prosper?

Top tips to joint venture success:

ü Know exactly who you want to attract to your business. Clearly define your audience. This becomes apparent when you know exactly what your strengths are and who you can help the most. You must identify this first before proceeding, if you want them to work well for you.

ü List local businesses who have the same target market as you. They may or may not be health related, it could be the local fitness club, café or playgroup.

ü Approach potential partners from a ‘what’s in it for them’ – it’s not all about you (although your aim is for you to benefit, it must benefit your partners also).

ü Remember you don’t have to go it alone. Bigger joint ventures are best when it’s a team effort. Don’t be afraid to delegate – just the fact that you initiated the idea will be worthwhile if everyone benefits.

Joint ventures are a fantastic way to leverage your business. In my own business of helping health practitioners market themselves I have teamed up with several other businesses that I know can help my clients such as web designers and graphic artists, other online health marketing gurus, natural therapies academies, practice software developers and business networking groups. It is a powerful way to get the message across to the people you can help the most and it’s a win/win situation for everyone.

“If everyone is moving forward together – the success takes care of itself” Henry Ford.

I welcome your ideas and would love to hear them – feel free to email me if you’d like feedback at krishna@vitalityoptions.com.au I am also interested in potential contributions of your challenges and successes to my forthcoming book The No-Hype DIY Guide to Marketing for Health Practitioners’. All contibutors will receive a free copy.

To your health practice success….

Krishna

Related articles:
Boosting Your Profile With Editorial and Articles
The Power and Promise of Networking
Low Cost Ways to Build Massage Clientele

Boost Your Profile with Editorial and Articles

2008-03-30T01:38:00.000-07:00

Are you recognised as THE person to see in your area for those who you can help the most? If not, you can easily build your profile using newspaper editorials and articles in magazines, newsletters and online if you follow these simple steps.

Some basic ground rules for writing your article

1. Understand what your typical clientele are reading. Are they reading the lifestyle pages, the business section or the health advice column? Would they pick up a free mag at your local health food shop, or search online for health information? The more you understand who your typical client is, the more effective you will be in writing a great editorial and submitting it to the best choice of publication.

2. What does your preferred client want to know about? It is of the greatest importance to create an editorial about what can benefit your readers, rather than what will benefit you! This is the WII-FM principle (that’s what’s in it for me). What benefits will they receive? How will they feel? Is there any credible evidence to back it up?

3. Use clear concise language that is free of jargon. Be very careful to avoid jargon that is specific to your area of expertise. Writing about the ‘energetic spectrum of quantum physics to rejuvenate your aura’ is not really suited to readers of your local newspaper!

4. Don’t cram too many ideas into the one article. Are you are jack of all trades? Please don’t be! In most instances, this is a very big mistake that many therapists make at some point. You will be much more effective when seen as an expert in a particular area. Do not try to be everything to everyone. This will water down any impact you may have. To be seen as an expert you need to specialise.

5. Be very clear on the purpose of your article before putting pen to paper. Is it to attract clients? Is it to make an announcement? Is it to educate?

6. Determine whether you are going to write as a ‘third party’ (the way a journalist might write it), or as yourself.

Writing your article – a suggested format

1. Start with a compelling headline. Many people scan headlines before choosing to read an article, so be sure your headline will capture the attention of your target market.

2. Open with a statement or question. Your opening line needs to be interesting so that your reader wants to continue. You may make a statement of a current trend or observation, or a question regarding a common problem being people may be experiencing. (You’ll notice I started this article with a question appealing to you as a reader, followed by a statement of what this article will cover).

3. Present your information clearly and concisely following a logical progression.

4. Include a quote to add credibility to your article. This could be from an expert in the field (including yourself) that you are writing about, from a client, or from a scientific journal that backs up the point of view you are presenting.

5. Include a footnote that enables the reader to contact you. Some publications may accept a brief biography here.

6. Have a few people proof read your article and provide an honest critique so that adjustments can be made prior to submission.

Submitting your article

There are hundreds of publications and website that may accept your article. The logical place to start is your local newspaper. They are always looking for interesting items to include that are of local interest. If your item is newsworthy or has a wider interest and is well written, definitely submit it to your larger regional newspaper. Once you have determined the best places to run your article that will be read by your target audience, contact the editorial department for contact name and details. Email your article clearly identifying the author and contact information. Including a relevant quality high resolution photograph (not just a cut and paste from the web or similar) will also enhance the chances your article will be published. Bear in mind that your article may be edited. You may also be contacted for interview to further expand on what you have submitted. Your article can also be submitted to relevant trade and special interest magazines and to hundreds of online article directories.

Article checklist

-Where will your article appear?
- Who will be reading it?
- What do they want to know?
- What is the one idea you wish to convey?
- Have you written from the readers perspective?
- Does the headline compel the reader to read on?
- Is it informative?
- Is it free of jargon
- Is it believable? (Use testimonials, quotes etc)
- Is your contact information or bio included at the end so you can easily be contacted?

Someone once said “it’s not what you know, but who knows what you know”. Presenting your knowledge to the world using articles is a powerful way to become known and build your health practice and reputation effectively. The best thing is it's free!

I am always available to proof read your articles. Feel free to email me at krishna@vitalityoptions.com.au and I will be happy to offer feedback.

Doing The Network Limbo!

2008-02-21T10:37:00.000-08:00

Last night I did the limbo to a captive audience of 180 people from our target market (tied first place)! By that stage of the evening, we already had 3 appointments with prospective clients, and all we were doing was socialising, plus it cost nothing to attend! We also made numerous other connections that we can build and develop into long term associates. Networking is the most powerful way you can steadily build your business without outlaying lots of money.

Now I'm not suggesting you have to literally 'do the limbo' or necessarily 'bend over backwards' for those you meet, but with a consistent approach you will establish some wonderful working relationships, friends and inevitably new clients.

So what do you do at a network?

Depending on the network, people ultimately attend to meet others. They may be looking for like minded people to share ideas, looking to meet potential clients, or looking to increase their profile and joint venture with others. The important thing is that it is an environment where people are wanting to get connected, therefore you can freely approach others and they may approach you. Even if you feel shy, this is no time to be a wallflower, but you can feel free to be yourself. If you see someone standing alone, this is an ideal opportunity to say 'hi' as they are probably feeling shy too.

The purpose of attending a network is to develop relationships, not 'make a sale'. Relationships develop over time and need to be nurtured.

TIPS FOR GREAT NETWORKING

Choose networks that allow you to be face to face with your target market, or those who have a similar target market to you.
Take an interest in the other party. Your purpose is not to tell as many people what you do. If you take an interest in others, they will inevitably ask what it is you do. If you establish a connection you can make a time to get together at a later date.
Followup. If you have managed to exchange business cards, followup with a personal email or note within 48 hours of meeting that you enjoyed talking with them. If appropriate you can suggest getting together for coffee. It is also an opportunity to send them a referral or other beneficial information that can help with THEIR business.
Be of service to others. If you have an area of common interest and can suggest something that could be of benefit to them, this will help to establish trust and build your credibility. It shows that it is not all about you and will enhance the chances that they will reciprocate at a later date.
Think quality not quantity. The purpose of networks is not to hand your business cards to as many people as possible, but to build authentic relationships that can be fruitful later on. So speak to a selection of people in a meaningful way so that you can be memorable.
Attend regularly. Regular attendence will pay off if you are actively building relationships of mutural benefit. Your commitment and consistency will be noticed, and you will get to know some wonderful people.
Introduce others. As you become more comfortable with networking, you will see many opportunties to introduce other likeminded parties. This will significantly increase your likeablility factor and in turn reciprical referrals.

VITALITY OPTION: Research 2 local networks that you could attend on a monthly basis that members of your target market attend. Make a six month commitment to go. Follow the steps above.

I just want to add that the we were the only massage therapists that managed to attend this tourism industry network. We are located on the Sunshine Coast which is a tourism hub of Queensland. Attendees where predominately resort owners and managers, tour operators and other marketers. The appointments we obtained were 1 with a resort manager who was disatisfied with their current massage supplier, the other 2 were with triathaletes who were attending because of an upcoming event in the region. It is not rocket science! You just have to take an active part in your community. I guarantee results will follow if you follow the steps above.

I would love to hear your networking success stories or any other experiences you would care to share. Please leave a comment.

Are You Ready For Your Best Year Yet?

2008-01-22T04:33:00.000-08:00

Hello! and welcome to a new year full of promise and expectation. By now you may have given some thought to how you plan to spend the next 12 months and what you hope to accomplish by the end of this year professionally and personally. Are you ready for your best year yet?

Take a moment to picture your ultimate life. What would it look like? Where would you like to see yourself this time next year? As consultants to the massage industry, we meet many health practitioners such as yourself who see themselves as helping people daily to lead greater quality lives, attracting more than enough ideal clients to fill their appointment book.

What would your best year look like for you? Where would you like to see yourself this time next year, and what steps are you taking to get there? In other words, where are you heading? Perhaps it is a wonderful holiday, training in a new profession, or doing your first public speaking engagement.

10 Steps Toward Your Best Year Yet

1. Clearly identify where it is you want to go
2. Operate from a place that is a heartfelt desire rather than a ‘should’. Be mindful of ‘fears’ muffling your heartfelt desire
3. Be very clear of your intention
4. Make a simple plan of steps that take you in the direction of your goal and follow it
5. Cast off habitual daily rituals that do not lead you toward your destination
6. Surround yourself with people who can support you in your personal or professional journey
7. Step out of your comfort zone even if only a little and experience new terrain
8. Recognise your unique gifts and share them generously with others
9. Value yourself, your time and others and do not squander any of these
10. Be always aware of what is the best use of my time ‘right now’

By taking these steps in your stride you will be steadily creating your best year yet as it happens. You will find it ever-evolving, challenging and purposeful. You will see meaning in all that you do which will foster enthusiasm and motivation from within, rather than something that comes from outside.

I warmly encourage you to declare this year to be your best yet.

"If you do not change direction, you may end up where you are heading." Lau Tzu

Krishna Everson
http://www.marketyourmassage.com/
A subsidiary of Vitality Options, Coolum Beach Australia
Phone 07 5473 9559
Email krishna@vitalityoptions.com.au

Learn The Art of Blogging

2007-12-20T19:47:00.000-08:00

I'm evaluating a multi-media course on blogging from the folks at Simpleology. For a while, they're letting you snag it for free if you post about it on your blog.

It covers:

The best blogging techniques.
How to get traffic to your blog.
How to turn your blog into money.

I'll let you know what I think once I've had a chance to check it out. Meanwhile, go grab yours while it's still free.

PHONE-TASTIC! The Art of Converting Enquiries Into Appointments

2007-12-14T18:55:00.000-08:00

You’ve run a newspaper ad, handed out flyers, done letterbox drops and placed your yellow pages ad! Now the phone is going to ring off the hook, right? Well, maybe….and if it does, ask yourself if you are ready to turn the enquiry into a ‘sale’.

You know the calls, the ones asking how much you charge, or what type of massage you do. You give them an answer expecting them to say “great, I’ll book in now”, but somehow this doesn’t happen. As one therapist put it recently “it doesn’t matter what answer I give it’s always the wrong answer!”

So how do you get around this dilemma. How can you increase the chance of turning every enquiry you receive into an appointment? The answer is to remember the station everyone is listening to – WII-FM (that’s What’s In It For Me)!

Now humour me for a minute. The latest big business approach (e.g. Telstra), is to use an automated system to identify the caller, why they are calling and direct them to the right place to service their enquiry – all done electronically. By carefully asking specific questions, the robotic voice can direct the caller through a channel which ultimately leads them to the outcome they called for. As a massage therapist, imagine the power of doing this but with a real person, talking to a potential new client who called you for a specific reason. They have a ‘problem’, it is up to you to uncover it and offer the solution they want. Now don’t worry, this is not as tricky as it sounds. As in our automated example, all you have to do is ask questions.

You want to find out:

-The name of your caller.
-Why they are ringing.
-When they can come for a visit.

It is perfectly appropriate to assume that they want to come. You are a massage therapist and they have rung you for a reason. So expect an appointment!

Let’s look at two scenarios, the first is a call going nowhere, the second is a call that uses WII-FM elements.

Therapist: Good morning Mazing Massage, Helen Speaking

Caller: Hi, I saw your ad in the yellow pages and just wondered how much a massage costs

Therapist: $70 for a full body massage

Caller: How long is that for

Therapist: 1 hour

Caller: Okay thanks I’ll give you a call back.

Done, finitio. Your expensive yellow pages ad got an enquiry, but didn’t turn into an appointment, now what? Let’s look at the same call again.

Therapist: Good morning Mazing Massage, Helen Speaking

Caller: Hi, I saw your ad in the yellow pages and just wondered how much a massage costs

Therapist: Sure, can I ask your name?

Caller: It’s Sally, I was just wondering how much for a massage.

Therapist: Hi Sally, our rates vary a little depending on treatment and duration. What seems to be problem?

Caller: I injured my shoulder playing tennis yesterday, I can barely lift anything today.

Therapist: It sounds like you really need to get that seen to. I’ve had a cancellation this morning at 11, 1 hour for $70, we can get some mobility happening and relieve some of your pain today. Does that suit you?

Caller: Thankyou so much, that sounds perfect.

Asking for your callers name instantly allows you to personalise the call, followed by a question regarding what is their reason for calling. Questions beginning with the words what, when, where, who, and how are best for obtaining information. These questions are referred to as ‘open-ended’ questions. Some examples include:

- What have you been doing that could be causing that pain?
- When did you first notice the pain?
- Where are you feeling the pain the most?
- Who have you seen in the past to relieve your injury?
- How are you currently managing your pain?

Each of these will encourage a conversation which will allow you to build rapport with your prospect. This builds trust which is crucial to the overall process.

Vitality Option: Spend 5 minutes writing yourself a simple script that you can use next time someone calls. Your script should find out: The name of your caller, their complaint, whether they live locally and how the found out about you. As you develop your conversation skills you will find your enquiry conversion rate steadily increases. Let me know how you go!

What You Didn't Learn In Massage School

2007-12-02T03:37:00.000-08:00

We are delighted to be able to offer a free 4 hour workshop this coming Saturday, December the 8th to ten lucky participants, to be held at Coolum Beach on the Sunshine Coast. This pilot program will form the basis for ongoing training to equip massage therapists and health practitioners with tools they need to confidently promote their practices and effectively attract the clients that they want.

Are You Ready to Grow Your Health Practice with Confidence?

At this 4 hour workshop you will:

· Clarify Your Direction
· Identify and Refine Your Target Market
· Avoid the 7 Most Common Pitfalls
· Learn How to Promote Your Practice with Confidence
· Learn How to Create Campaigns That Work

If you a have any questions or would like to register, please email me directly at krishna@vitalityoptions.com.au I look forward to meeting you!

Start As You Mean To Finish

2007-11-06T04:48:00.000-08:00

We cross the path of many therapists through our work and it is amazing how although each of their journeys are as individual as they are, the same issues continue to crop up. One of the commonly sited issues is that of the difficult in maintaining the same enthusiasm as you did when you first commenced training to be a massage therapist.

There are a number of reasons that this can happen. It may be that you struggle to get clients that are prepared to pay what you are worth or that things take longer to get off the ground than expected. It could be that you are waiting for the clients to knock on your door, or leaving it to them to make that next appointment when they are ready. Perhaps you are not having the ‘fun’ you expected and that it is all just a bit of a drag!

There is but one way to put an end to such obstacles and that is to start with the end in mind!

Clarify your vision – why did you select your chosen profession in the first place? Was it to help people, is because you have an interest in health, or like how the body functions? Whatever the reason, revisit it and form a picture in you mind of where you see yourself. Perhaps things have changed from your initial intention. No matter, now is the time for a new vision.

Write your vision down – once you have clarified your preferred end result, write it down. This could be a sentence, a paragraph or a whole page! The more detail the better. Writing your mental picture will help take it from a concept to something you can action.

Working backwards – list the steps to be taken. One by one, list the stages that need to be taken to reach your end result. Do not worry if this seems a long way off – just take this approach and you will have yourself a plan that can be implemented.

Take your first step! Commencing with the last step you’ve written, get started. Keep moving forward. Do not labour over the end result, but keep it in your sights. In the words of Henry Ford, founder of the Ford Motor Company, “obstacles are those frightful things you see when you take your eyes off your goal”. Steadily work through each phase of your plan and in good time you will find yourself where you intended to go.

Don’t be afraid to ask for help – if you are resisiting a phase on your list because it seems difficult, ask for help from someone who has already experienced it. Most people are more than happy to share their experience of how they have overcome any initial difficulties. (Remember Thomas Edison failed 1000 times before successfully inventing the light bulb.) Having a mentor can be truly inspiring.

Don’t give up! - Remember why you started along this path and keep going. This may go a little slow at times, just stay focused on your desired result and steadily move toward it.

Meet with likeminded people – seek out a group with similar interests to you and share your ideas, successes and failures. They will encourage, applaud and inspire as you walk alongside them.

If you would like to gain clarity of your vision, I highly recommend Mark Joyner’s range of FREE planning tools. He is the creator of Simpleology – The Simple Science of Getting What You Want, which is the most remarkable program of its type I have ever seen. Log on now and start downloading at www.simpleology.com

Are Your Clients Coming Back for More? Tips to Maximise Client Retention

2007-09-29T04:39:00.000-07:00

Research shows that it can cost as much as 10 times more to establish a new client than keep an existing one. If you want your practice to thrive rather than just survive, client retention is the bees knees in marketing!! If you do not have a client retention strategy in place, then by the end of this article you will be able to implement one simply and effectively.

Understand your client
Providing a quality service goes beyond massaging a pain away or even relaxing your client’s muscles. By establishing both the more obvious and other more subtle factors that have prompted your client to seek your services you will be more likely to establish reasons for continuing.

Get to know your client
Building a great rapport with your clients will go a long way in retaining them in the long term. Showing a genuine friendly interest in them, especially on return visits will help to foster their loyalty. When you know what presses their buttons and makes them tick and connect with their hopes and dreams you are well on the way to developing a long term client.

Educate your client part 1
You have probably experienced clients who think one massage is the quick fix it for everything! Of course reality is that when a body is continually subject to stress, hard physical exertion or chronic injury, a treatment plan or maintenance program may be needed. Once you have established what your client expects, you can offer suggestions that will meet their expectations which may or may not require a treatment plan. It is your duty to inform them of what is necessary to meet their needs. If they just want to spoil themselves while on holiday, one massage is perfectly fine. If it is relieve symptoms of stress from ongoing work or personal pressures, then a monthly appointment may be more appropriate. Again, if they have a chronic injury or are under constant physical strain or a particularly sporty then a more regular massage may be required. Whatever the case, discuss their needs, show genuine interest and make appropriate recommendations based on their requirements. Not to do so is doing them a disservice. This leads to:

Ask for a follow-up appointment
Always (yes always) offer a follow-up appointment at the time of payment. Do not simply wait for your client to call! This simple step can easily double your appointment load in a short time frame. How soon the follow-up appointment should be will depend on the nature of the condition and the recommended treatment plan as outlined above. Providing you have discussed a suitable plan with them, asking for a follow-up appointment will be a perfectly natural progression.

Establish a client follow-up system
This is particularly useful for clients who have a particular condition. The best time to re-contact your client is 48 to 72 hours after the initial appointment to see how they are feeling. If you have advised the client that you will ring to see how they are feeling they will not feel pressured. It does not need to be used to secure another appointment (although is an opportunity to do so), and is an excellent way to show genuine interest in your client. If you receive a favourable response it is a great opportunity to obtain a testimonial Just a simple “do you mind if I use that comment on my website or brochure” is all you need to ask. Follow-ups can be done monthly or even 3 monthly depending on the nature of the clients condition. If you have established a friendly rapport with them, it will not be out of place to just call to see how they are doing, ask about their condition and schedule another appointment if required.

Educate your client part 2
Sending your client base a regular newsletter is a fantastic way to remind them you are only a phone call away. A newsletter will allow you to educate them on the benefits of regular massage and keep them informed of the services you provide.

Reward their loyalty
Surprising your regular clients with a gift or treatment bonus occasionally can bring joy to both the giver and receiver. Do not think of such things as unnecessary costs, but an investment in your valued clientele. Remember it is much less expensive to retain clients than to obtain new ones. A demonstration of genuine gratitude will be appreciated and often rewarded.

Client Retention Plan Checklist

Initial Assessment
* Include stress and emotional factors as well as any physical conditions in your initial assessment.
* Ask what outcome your client expects from your appointment this can include short and/or long term goals
* Suggest appropriate treatment plan depending on their condition and expectations (remember you are the expert)
Build Rapport
* Show a genuine interest in your client. Send birthday cards, ask after their families or interests, know what is important to them.
* Follow through on commitments such as sending them info you promised.
Follow-up
* Ask for a follow-up appointment after every massage
* Establish a regular follow-up strategy and let them know will keep in touch
* Send a regular but informative newsletter
* Ask them for feedback about your services and their experience receiving them
Reward loyalty
* Send birthday cards and thankyou notes if they refer a friend
* Surprise them with an occasional small gift or treatment bonus.

Our next blog will look at obtaining referrals and the power of word of mouth.

HOW TO CREATE MASSAGE ADVERTISEMENTS THAT REALLY WORK!

2007-08-28T05:01:00.000-07:00

So far we have explored low cost ways to attract massage clients, which is particularly important when you are first starting out or operating on a low overhead basis. At some stage however, you may want to take your massage practice to the next level, or wish to attract additional clientele beyond these methods and may look to advertising to do this. Today we are going to explore the attributes of an effective advertisement so you know exactly what to include when planning your campaign.

The four elements of an effective advertisement are:

I.D.E.A.

INTEREST
The most important element in your advertisement is attracting attention. Your headline is the single most important element of your ad. Grabbing attention is best achieved by speaking your prospective client’s problem and using your USP (Unique Selling Proposition). When coming up with headlines, I’d suggest brainstorming a long list and then offering a sample to your target market to determine which they think would most likely attract them. If you haven’t yet come up with a USP, review our last blog about how to market your uniqueness before continuing. Attention can also be attracted using strategically placed artwork, or unusual artwork.

DESIRE
It is imperative that you build a desire in your potential prospect so that they actually want to use your service, or at least give you a call to find out more. After the headline, this is the second most important key to an advertisement that works. The desire element of your ad will stimulate an emotive response in your potential prospect and will offer a solution or ideal outcome that they will want to pursue. Always remember to talk about the client and what they will get from coming to you. Do not talk about all of the services you offer or how wonderful you are! They can find that out at their appointment! You need to get them there first.

ENTHUSIASM
The enthusiasm element is closely related to desire and will naturally lead them into reading the rest of your ad or find out more. If your ad does not build enthusiasm they aren’t likely to move the phase that you really want, and that is –

ACTION!
You have grabbed their interest, whetted the appetite and got them enthusiastic, so now is the time for them to act. You want the to pick up the phone RIGHT NOW and make an appointment. An irresistible offer with a limited time to ad a sense of urgency is highly recommended and will make a difference to the overall response. It is also crucial that it is easy to contact you. Where possible use a landline as well as your mobile and email address if you have one.

Checklist:

Does your ad talk about ‘What’s in it for the prospect’
Does your ad make it clear what they will get?
Are you easy to contact, do you have a landline in your ad?
Does your ad have a sense of urgency so they act now?
Do you talk about the benefits to your client?
Have you tested your ad on a sample of your target market?
Does it look professional and well laid out?

Other things to consider:

Be sure to gauge where your calls are coming from, especially if you are using different methods to attract clients. Ask every new prospect how they found out about you. Be careful that you choose the right mediums to attract clients. For example, it is not much use taking an ad out in the seniors magazine if you are typically targeting an active sportsperson. Once you have found a method that is working for you, stick with it and increase it as much as your budget will allow.

The I.D.E.A. formula can be used for all of your advertising methods including articles, your website and online directory listings, business cards and brochures.

Feel free to email us with your ideas and we will be happy to provide an input and suggestions. Send to: info@vitalityoptions.com.au

Our next blog will explore client retention. How to keep your clients once you get them!

Marketing Your Uniqueness to Attract More Massage Clients

2007-07-20T04:54:00.000-07:00

Many massage therapists find the notion of marketing extremely daunting. But it needn’t be. Marketing is simply anything that helps to attract new clients or keep existing ones. It can include anything from how you answer your phone, how you greet your clients when they come to your practice and how you present yourself in advertisements and brochures. Today’s blog will focus on fine-tuning your uniqueness and how that can be used to attract more of the right type of clients to your business.

There are three common mistakes that massage therapists make when setting out to attract clients. The first is that they believe that targeting everyone for massage will get them more clients. They believe that if the pool of people they are reaching is larger, it will mean more bookings. This is in fact a mistake. By being a generalist, you are not differentiating yourself from other therapists in the marketplace, which means that it becomes more difficult for a potential prospect to choose you. The second common mistake made by therapists is that they spend a lot of time and money adding new modalities to their treatment repertoire, and then promote the many modalities that they offer because they believe this will bring more clients. I want to emphasise that this is not necessarily the case. If you are spending all of your professional development time on massage skills rather than learning to market yourself than you will not end up with a thriving practice. The only time when more massage modalities is important is when it means better results for the client problem. More often than not, potential clients will not even be sure what the benefits of these modalities are, so it may not even mean anything to them. Telling your clients all the techniques you can offer is most likely to confuse them and may not result in a massage booking. The third common error is emphasising your company name or logo first in any promotional material. Now, with this in mind, take a look at the massage ads in your local paper or phone book. Notice how many of them list types of massage offered and put the company logo at the top. This is not focusing on the clients problem - it is focusing on the Massage Therapist. Now, this may be good for your ego, but will not result in more clients for you. Whilst it is true that your professional image is important, the focus needs to be on your clients problem and how you can help them. It is vital that you promote yourself from your clients perspective, not your own. So, what we are really saying is that marketing your uniqueness is not so much about you, but it is about your client and what matters to them.

In summary you need to:

Specialise
Be specific
Speak from the clients point of view
Speak to the clients problem
Offer a solution the clients problem
Show them how they can get it
Emphasis how you are a better choice the average therapist

When considering this list, think about the people you are helping most now, or would like to help. Who is your ideal client. Are you effectively helping people beat migraine, manage chronic pain or deal with emotional issues? Think back to the feedback you most regularly get from your existing clients. Is it your caring and soothing nature, you ability to get to the root cause of the problem, or the way they leave free of back pain?

Now you need to come up with your USP – unique selling proposition. It should speak to the clients problem and offer a solution. For example:

My name is John Therapist and I help people with chronic back pain. I do this with a range of techniques that have proven to be effective in treating back pain. I can be contacted 7 days so you can ease your back pain anytime.

My name is Trudy Therapist and I help woman experiencing hormonal symptoms. I do this with soothing massage and the use of essential oils reputed to assist menopause and premenstrual tension. I can come to you in the privacy of your own home at a time to suit you.

My name is Darcy Therapist and I work with stressed out people in the workplace. I do this with on-site seated massage that leaves my clients revitalised, refreshed and free of muscular tension. I only need a small area set aside or can massage right at your desk from 3 to 20 minutes.

Now you may be thinking that this is narrowing your market too much. Not so. Niche marketing has been proven to be most effective in developing a loyal clients and achieving referrals. When you develop a reputation for being an expert in your field it opens all kinds of opportunities. You will be seen as the person to see for a particular problem. It allows you to charge more for your speciality. You can also promote yourself using editorials in local press and through speaking engagements to your target market. It allows you to choose the kind of client you wish to work with and the ones you can help the most. It gives your work meaning and purpose. In saying this, you will not be turning your back on other clients, and you will find that you continue to attract other people. However you will have differentiated your self from the average therapist and this is what is important.

Once you have developed your unique selling proposition you can incorporate it into your advertisements, networking introductions and brochures. You will find your self more focussed and clearer in your direction. Just for fun, check out this website http://www.15secondpitch.com/ which will show how to easily create and simple marketing message which you can edit and adjust as needed. (I’d love it if you email me your pitch to krishna@vitalityoptions.com.au )
In our next blog we will build on this and look at what makes a good advertisement.

Low Cost Ways to Start Building Massage Clientele

2007-07-03T21:20:00.000-07:00

Let’s face it, advertising is expensive! It is common for new therapists to put an ad in their local paper and wait by the phone to take all the bookings…..only to be disappointed. In later blogs we will consider how to write effective advertisements, but today we will focus on just a few inexpensive methods to attract clients and common pitfalls to avoid.

Build Win/Win Partnerships
When Vitality Options first began, we made a decision to partner with people who reached a similar target to us but were not a direct competitor. Keeping the W.I.I.F.M. principle in mind (that’s What’s In It For Me - from the partners point of view), we approached our local fitness club with an idea that would benefit both of us. Our first tactic was to suggest that they run a ‘member of the month promotion’ where we would give a full body massage to a member of their choice who had excelled in their training. They had not considered anything of this nature before and were just as excited by the concept. We did all of the ‘work’ for them including creating a poster announcing the winner and a certificate for the individual that had both ours and the clubs logo displayed. The second tactic we used was to offer the owners free massages so that they could experience our services first hand and recommend them to their members. This was extremely effective and was a fantastic springboard to getting our business up and running. These methods were instrumental in developing our client base and word of mouth referrals. Our statistics show that 50% of our clients come from personal referrals, and that these referrals are most likely to become valued repeat customers.

Use Your Business Card As A Tool
Your business card is arguably your most valuable marketing tool, so a little thought into its design goes a long way. Your card represents your business image so it should be clean, clear and present your massage practice in a way that instils trust and professionalism, but can also reflect a little of you too. You can include a testimonial on the back, invite action with a special limited offer, include a photo, or add a slogan that markets your uniqueness. Be sure to include your web and email address if you have one, and please, please use a landline number whenever possible, relying on a mobile number can reduce response. If you are looking for great designs that are free or very low cost, check out Vista Print for your business card needs.

Have an Irresistible Offer
A time limited offer can encourage prospects to take action today. We recommend value adding to your service, rather than cutting your price as this may attract only clients that want a discount massage. Vitality Options uses free detox sessions and extra massage time to promote ourselves. You can use your offer on your business card, in any correspondence or promotional activities.

The Give and You Shall Receive Principle
Although we don’t recommend price cutting, we do suggest offering freebies to qualified prospects who have a capacity to tell others or to generate community interest and encourage others to talk about you. You can also give free advice in the form of newsletters and email to qualified clients who have freely given their contact details to you.

Network, Network, Network
Reaching people face to face increases your exposure to potential prospects. Do not underestimate this. Your first course of action is to get to know them a little and allow them to get to know you. Be interested. You can then use your business card and irresistible offer to encourage action. Join your local business or health network or speak at your local community groups. We will explore how to talk about what you do in later blogs.

Free Articles
What reaches your local area, is credible and allows you to establish yourself as an expert? Answer – your local newspaper. Take a closer look at your local press and you will find it is full of articles submitted rather than written by their journalists. The key to using local press is not to talk about yourself but to speak directly to the reader and what they might be interested in. Don’t just speak about massage – your knowledge is broader than that. You could write about back pain, insomnia, stress and so on, there are any number of articles that could help to distinguish yourself as an expert in your field while including the benefits of massage and inviting readers to contact your for further advice. This approach can also apply to specialist health and trade magazines. You can also submit articles for free to online article directories. We will explore online marketing further in later blogs.

Ask For Referrals
The golden rule – if you don’t ask you don’t get. If you have been able to help your existing clients, then you are likely to be able to help their friends. 50% of our business comes from referrals, and most of these become repeat clients. It is perfectly acceptable to ask your established clients if they know anyone else who can use your services, and offer them your business card with a time sensitive offer on it. You could also hold competitions to promote referrals, or offer free massage after a certain number of referrals. We like to offer a gift voucher to clients as a thankyou for referring friends.

Markets
Community markets are generally inexpensive (as low as $20), and work in two ways. If you are set up for massage they allow you to generate income on the day, plus you are outreaching to the community and letting them know you exist. You could offer seated massage using a portable massage chair, or if you can screen your site effectively offer full body massage on a portable table. Be sure to have your business cards ready. Markets are also an opportunity to sell gift vouchers so be sure to have some prepared before hand.

I encourage you to implement some if not all of these methods and watch your client base steadily build. Please post your comments or questions below or email us directly at info@vitalityoptions.com.au

Our next blog will explore marketing your uniqueness.

Self Employed or Employee – That Is The Question!

2007-06-26T23:56:00.000-07:00

When first starting out, many massage therapists have grand dreams of running their own massage practice. Dreams! I encourage them! Often this turns to confusion as questions arise as to whether it would be more beneficial to work for someone else or to try and build your own clientele. Today’s blog considers pros and cons of the following three options:

1. Working for someone else
2. Working for yourself
3. A combination of the two

Working for someone else
Working in someone else’s clinic can have some great benefits. Although your hourly rate will probably halve when working for an employer, you will not need the initial outlay and ongoing running costs. If first starting out in your massage career it is an ideal way to develop additional skills you may not have learnt in your initial training and gives you an opportunity to master your massage skills before stepping out on your own. It is also an opportunity to develop your resume. However if you have chosen massage therapy as your second, third or even forth career, then it is probably time to harness your life experience and go for it on your own. There is one important question that must be answered before you consider venturing out on your own.

Working for yourself
The question you must ask is "are you prepared to market yourself?" Once you have completed your training, obtained the relevant insurance and professional recognition, and put an ‘open for business’ sign on your door, it is not simply a matter of waiting for the phone to ring! If you are going to run your own practice, you will need to actively market yourself. This does not simply mean ‘doing a brochure’. You will need to have a consistent plan to ensure that you are constantly reaching new people and building a relationship with existing clientele. We will be exploring marketing fundamentals in detail over the coming weeks. In addition, there is substantial cost involved in setting up your practice and in ongoing expenses. It is important to allow time to build up your practice and ensure you have access to saved funds or another source of income to carry you through until you build up your client base. Typically savings equivalent to at least six to twelve months expenses would be required if you are relying purely on massage income. You may need to have another part-time job for regular income while you establish yourself. It is common for a massage practice to take three to five years to become profitable.

A combination of the two
Doing a little of both will help you to focus on building a massage career which is most likely what you are aiming to do. Ideally your employer will be able to mentor you and help you to learn from their past experience. Be clear in your own mind on the number of hours you would like to spend on your own business and take shifts accordingly. I would not recommend taking any position that involves you manning a reception area, but only being paid if massages are booked. Believe me, this is surprisingly common.

Working as a contractor
As a contractor you may provide services for other businesses and invoice them for payment. You negotiate your fee for service. These services may be provided to other massage practices and day spas, or for business to business services such as on-site workplace massage or corporate event massage. In Australia you would need to provide an Australian Business Number (ABN) at the time of invoice or that business must legally withhold 48% of your fee which is payable to the Australian Taxation Office. (For more information regarding Australian business taxation, go to the ATO Business Portal: http://www.bp.ato.gov.au/ or speak with an accountant.)

We invite comments and questions to this blog or directly at info@vitalityoptions.com.au

Stay tuned for our next blog which looks at low-cost ways to start building your own clientele.