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....