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

Are You Passionate About What You Do?

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

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

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

GOT A VISION? A PASSION? A PURPOSE?

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

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

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

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

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

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

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

To your health practice success...
Krishna