Newsletter Writing Obstacles and How to Overcome Them

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:

1. Make time, and then keep it simple



2. Get technical help if you need it to make it happen



3. Ask others for their ideas



4. Get others to contribute or write it for you



5. 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

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

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!

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

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!

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

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