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/
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