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

Sunshine Coast - Attract Clients with More Effective Ads and Flyers

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!

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)

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

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....

Attract More Clients By Standing Out From The Crowd

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....

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

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

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

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

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

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?

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

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

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?

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

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...

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:

1. Database? What database?
2. I have some bits of paper with names and addresses somewhere.....amongst the rat droppings and cockroach poop...
3. Incomplete database. I started one but got distracted by something much more fun....
4. You have a database but don't use it.
5. 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