Narrow Your Niche and Make More Money!

Narrow Your Niche and Make More Money!

Can you imagine trying to have a conversation about ten different topics with ten people at once? After the first few words, you wouldn’t be able to keep it all straight and neither would the ten people! It would sound like gibberish and no one would be able to understand anything. In a sense, that’s what many practitioners do with their marketing – try to give different messages to many people at once! How many different messages are you sending?

For instance, with my modality – massage therapy – here are some typical comments made by one general therapist to a variety of potential clients: “Oh, you strained a muscle? Sure, I can fix it.” And “You’re pregnant – I’d love to work with you!” And “Chronic back pain? Come see me!” And “Frequent headaches? Let me help you!” And… and… and… the list goes on!

The problem with this approach is that you’re competing with every other health practitioner in town for every problem, pain, condition and malady. Narrowing your niche paradoxically attracts more clients than casting a wider net. Your USP – Unique Service Position – defines what’s special about you, while identifying your niche considers what’s unique about the group you serve with your work. By aiming your marketing at several different populations, you will get only a small percentage of these people as clients. That’s because they are spread thin over many different modalities and different practitioners, all competing for everyone’s business – every illness, every injury, every disorder, every problem. Trying to market to everyone dilutes your message so much that there’s no flavor left in it!

You’re the expert!

On the other hand, if you target only people with back problems, marriage problems, weight problems, or whatever fits your modality, you are more likely to get a larger percentage of the target group wanting to work with you. If you aim your marketing for one population group, one condition, one problem, you can instantly be recognized as an expert in that area.

If you market yourself as a specialist in one area, people will assume you are the expert. But if you’re the practitioner who helps people with headaches, backaches, neck pain, joint pain and pregnancy, few of them will recognize you as an expert in what they need. However, if you say “I specialize in helping expectant mothers have a comfortable happy pregnancy,” and you direct your marketing toward obstetricians, midwives, childbirth educators and baby stores, then you will get a large percentage of pregnant women wanting your services, because they see you as the expert for them. How can you word your expertise to attract your niche?

Many practitioners have two concerns at this point:

  1. “I’m not comfortable calling myself an expert; it seems arrogant or phony.”
  2. “Won’t I lose or turn away potential clients if I narrow my target market?”

Let’s look at these, one at a time:

  1. “I’m not comfortable calling myself an expert.” It is not phony or manipulative to market yourself as an expert for a particular problem or target population group. From a marketing perspective, all you need to be an expert is to know more than most people know about your profession or specialty. If you ask the average person something technical about your work which you take for granted, it’s likely they won’t have a clue. But you could do it with your eyes closed. You are an expert and you do know enough to succeed in helping others with their health concerns!

  2. “Won’t I lose clients if I narrow my niche?” Don’t worry – you can still work with         people outside of your niche if they call you (assuming you are qualified to treat               their problem). Specialization does not mean that you turn away people who are             not in your niche. It simply means that the focus of your marketing is directed to             that group – that is where you concentrate your marketing efforts.

Average practitioners have a mindset of lack and competition, so they agree to work with pretty much anyone. Average practitioners don’t give much thought to who will most appreciate and benefit from their particular skills and services. Average practitioners struggle and stress with getting enough clients.

But you’re different! You want to move beyond average. And you can! By following the step-by-step program of The Prosperous Practice Home Study System, your wellness business can grow from average to outstanding!

How to Keep Loyal Lifetime Clients!

How to Keep Loyal Lifetime Clients!

Image result for loyalty road signI have a long list of loyal lifetime clients who have been coming to my massage clinic weekly or more for years, such as the client with fibromyalgia who has been coming twice a week for 20 years. So far, the lifetime value of this client’s massages is about $75,000. And that’s not even counting the retail products and gift certificates she’s purchased, nor the many clients she has referred – and the clients they have referred!

Here’s a typical conversation I have with colleagues:

Colleague: “How do you get so many clients and how do you keep them returning for years?”

Me: “It’s simple – I do nice things for them that other massage therapists don’t do.”

Colleague: “Such as …?”

Me: “Well, for one thing, I wipe them down with hot washcloths after each session.”

Colleague: “Oh no, not me – it’s too much laundry!”

If you think you don’t want to go to all that trouble – think again! It is worth the investment of your time if it means the difference between a client who walks away and one who stays forever!

Contrary to popular marketing opinion, there is no magic formula that gets you clients for life. But if you’re serious about having clients who stay and return, you need to commit to being extraordinary in how you run your business! Do things that others in your field don’t do and treat your clients better than any other practitioner will. Try these 12 tips on how to keep loyal lifetime clients:

  1. Focus on Relationships! Clients come & go but relationships can last indefinitely! Take an interest in your clients’ lives; Show that you care by remembering their families, hobbies, activities and special moments.
  1. Offer rewards! Have a 2-part reward system in place: 1) Reward loyal clients who return on a regular basis. 2) Reward clients who refer others to you. How will you reward your loyal clients?
  1. Sell packages! Structure your rates to sell a series instead of single sessions. Think of Costco – it’s better value to buy in bulk. For instance, if your single session fee is $100, package 5 prepaid sessions for $400. Clients get a better deal and you get money upfront. Plus you know they will return because they invested upfront.
  1. Be selective! Don’t say yes to everyone who calls! Have an intake process that weeds out people who are not serious about improving their health. Work only with clients who are committed to the service you offer.
  1. Follow up! Invite them to rebook – every client, every time! Call new clients after their first session to see how they’re doing. Make suggestions for home care, recommend additional sessions with you and/or invite them – again – to enroll in a treatment series.
  1. Stay in touch! Send a newsletter with the latest word about your modality, other relevant health info and updates on your business. Contact former clients and invite them back with a special offer.
  1. Acknowledge important occasions! This relates back to #1 – pay attention to your clients and acknowledge their special moments, such as birthdays and anniversaries. This keeps you on their mind and adds serious WOW to your service!
  1. Create a memorable experience! Your client’s experience with you starts with the first contact. You only have one chance to make a first impression, so make it memorable with superb client service, attention to detail and outstanding skills.
  1. Emphasize continuing care! Educate clients about the importance of ongoing health maintenance. Compare it to car care – it’s easier, safer and more effective to prevent problems with ongoing care than to fix a full-blown problem. This relates back to selling packages instead of single sessions.
  1. Take responsibility! Mistakes happen, such as tardiness, missed appointments or miscommunication. When you’re at fault, own up to it – confess and apologize. This will make a better impression on your clients than excuses and placing blame elsewhere, such as on the traffic or other people.
  1. Remember their names! Everyone’s favorite word is… their own name! Use it frequently in conversations and written communication. It personalizes your connection with the client and makes them feel special, instead of just a nameless client on your list.
  1. Educate your clients! They can sell your services better than you or any marketing strategies. Satisfied clients become your unpaid sales team, your best cheerleaders! Teach them a simple but specific process on how to refer others to you.

It’s the little things that count. Good wellness practitioners are easy to find. What’s rare is a great one who is willing to give special treatment to every client, every time.

If you’re serious about having clients who stay and return, you need to commit to being extraordinary in how you run your business! Do things that others in your field don’t do and treat your clients better than anyone else will. Keep your wellness clients coming back for more!

Get More Clients with a BIG Marketing Blitz!

Get More Clients with a BIG Marketing Blitz!

Wellness practitioners often ask me how to make more income quickly. My answer: People will call you – but ONLY if they know you exist! Get proactive to let your target audience know how you can help them. If you really want more money fast, then get cracking with a BIG marketing blitz to let people know who you are and what you offer!

Image result for targetFirst of all you need to know your niche. Target one specific problem, pain or challenge you will treat and market only to that (eg  back pain, headaches, allergies, etc.) Or target a specific group, such as athletes, lawyers or elders. Then tailor all of your marketing – emails, blog, ezine, presentations, etc. to that one problem or group and get as specific as possible. 

Your Big Marketing Blitz is a process – a series of activities which together will generate more income. This is not a time to be wimpy! Don’t just trickle, like when the car tire is parked on the garden hose. Bring out the fire hose! Write into your schedule specifically what you will do with each block of marketing time. Create a 2-week blitz marketing campaign that includes:

  1. Send a letter (a real postal letter, not email) to every single family member, friend, acquaintance, colleague and client you know. Discuss the target problem or group you’re targeting, what you’re offering, how your work can help this problem, and ask them to refer people they know who may need what you offer. Have a way to draw people in, such as enclosing a few coupons for a free introductory session or consultation.
  2. Schedule 3 live presentations (yes, at least three) within a 2-week period to talk about your services and the benefits you offer – local organizations that feature speakers at their meeting, such as Rotary Club; a free talk at the public library; a hiking club meeting; a golf course clubhouse; a pregnant mom’s group; meet with a school athletic coach; take a doctor or dentist to breakfast and talk about how you can help their patients.          
  3. Do at least one print advertisement, such as a classified ad, a press release in the newspaper, an article in a local publication, etc. Posting flyers around town is amateur – unless you’re combining it with other, more professional, marketing strategies.
  4. Participate in a local event, such as a charity fun run, by offering brief introductory treatments. If your wellness modality doesn’t lend itself easily to public demos as massage does, hand out your info and free offer with a low-cost incentive gift that will help people remember you.
  5. Donate a Gift Certificate to a public charity event, such as a school fundraiser or community benefit.
  6. Believe in Yourself! We’ve saved the most important step for last. Keep your self-confidence strong and deeply believe that what you offer is of great value to others. If you don’t believe in yourself and your potential for success, how can you expect others to do so? People need your gifts, your talents and skills. You can ease their pains, challenges and struggles. You attract clients by deeply knowing that you are needed, and the way you share that is through marketing.

It is not selfish, materialistic, pushy or needy to market your services. Marketing is a divine tool that makes others aware of how your work can improve their health and impact their life! How can you help them if they have no awareness of what you do and how it can benefit them? A fortunate by-product of serving others is success for yourself!

Please share your solutions and successes in the Comments Section below!

Do you like these ideas? Would you like more detailed information on how to implement them? Check out The Prosperous Practice Home Study System, a simple step-by-step guide on exactly how to create and maintain a full practice of Ideal Clients, for the abundant income and lifestyle freedom that you need, want and deserve!

Banish Your Business Gremlins!

Banish Your Business Gremlins!

Image result for halloween evil spiritsHalloween – a tradition originating in pagan times – involved rituals to banish evil spirits from the earth. With this in mind, I think of Halloween as a time to cast out the ghosts and goblins in my business – those things that hold me back from my fullest potential for success. As a wellness practitioner, do you have fears or anxiety about the business of running a business? Do you have any negative or non-productive habits that distract you from business tasks and hold you back from the success you need, want and deserve?

Many wellness practitioners have limited business skills. Being skilled as a practitioner is not enough to become a highly successful business owner. Most schools don’t teach business and marketing, so those of us in private practice often have some fears or reluctance about getting started and moving forward into professional and financial success.

The good news is those goblins and gremlins really are “all in your mind,” meaning you have control over them. They are not coming from an outside source over which you have no influence. Most fears are only bad habits! We continue fearing certain things out of habit – habits of thought that can be changed.

Fears about success and money are often based on old or imagined beliefs that aren’t relevant to our present situation. We can banish these goblins by distinguishing between old worn-out tapes replaying in our head and a truly risky course of action.

Once you unlock your ability to take action in spite of fear, you become more confident in other areas of your life. You see opportunities arise where once you saw limitations. You see open doors, not closed ones. You begin to think and act like a creator of your experience, not someone waiting for a situation to arise, then coping with it the best you can.

What are you afraid of in the business world? Is it financial issues? Schedules? Dealing with clients? What about marketing?

Every day do something in your business that scares you!  Approach it like exercise. We may procrastinate on starting to exercise because we fear the pain it causes until the muscles adjust. But we know it’s good for us, so we push ourselves to work out despite fear of pain. Then before long, we feel better and stronger!

With exercise, you start out with light weights, progress to heavier ones and become stronger in the process. When exercising your courage muscles in business, start with small fears and work up to the bigger ones.

 

Say BOO! to your biz goblins and scare them away! Feel the fear and do it anyway! Here’s a simple step-by-step process to banish your business fears:

1.Make a list of your business fears – such as fear of failure, of marketing, of talking with people about your work, of selling your services, fear of success, of overwhelm, of speaking in public, of writing a newsletter, bookkeeping, pricing, paperwork, networking, and so forth. Write down everything you can think of. Don’t hold back – no one else will see it!

2.Start with the least scary thing and do it today. Or – if you’re really terrified – take a baby step. For instance, if you know that networking would help your business, start out the first day simply by scheduling time in your calendar to work on networking. Next day, research the organization you’re considering and learn how it works. The day after, call or email the contact person about visiting a meeting. Invite a friend or colleague to attend with you. Then learn a few basic networking skills, write and rehearse your elevator speech. By the day of the meeting, your confidence will be up from this prep work, taking your first networking experience from frightening to fun!

3. Do it again tomorrow, with another of your scary thoughts or activities. Do one per day, ideally at the same pre-set time each day – for consistency and follow-up. 

4.Continue going through your list until you have dealt with everything listed. If new fears pop up, add them to the list. It could take weeks or months to go through all of them, but with persistence you will get there. And in the process, you will be building your business and your self-confidence!

If you have trouble moving through this exercise on your own, find an Accountability Partner – a coach, mentor, friend, family or colleague. Talk with this person once a day, preferably at the end of the day, report on your progress for that day’s task and tell them your task for the next day. This empowering process will help you develop confidence from facing your fears and taking action to minimize or overcome them!

Banish your biz fears forever! Once you have these gremlins out of your way or under control, you will be able to move smoothly and quickly to success in your practice and your lifestyle!

Let Your Competition Help Grow Your Wellness Practice!

Let Your Competition Help Grow Your Wellness Practice!

Image result for COMPETITIVE EDGETo most effectively promote your wellness practice, you need to know as much as possible about your fellow practitioners. Just as athletes and armies study their opponents, you should find out the strengths and weakness of your competition. This is not so you can defeat them – as in football or war! It’s to help you differentiate yourself from others! To create your unique position in your local wellness marketplace and get noticed by your niche of Ideal Clients, you need to know your competitors!

Who are the other practitioners in your area who treat the same problems that you do, both in your modality and in others? They may be your colleagues and your friends. Even if you are not a competitive person, their practice is in competition with your practice. It’s not personal, it’s business!

Suppose you are a counselor who helps people manage the stress in their lives. Here’s a partial list of your competitors (other professionals who also treat stress): Clinical Psychologists, Massage Therapists, Spas, Personal Trainers, Life Coaches, Acupuncturists, Yoga Instructors, Meditation Teachers, Hair Stylists, Bartenders and Priests (kidding…or am I?). Who are your competitors – other practitioners who treat the same type of clients, conditions or problems as you?

Conduct thorough research on colleagues and competitors in your local area who work with the same type of clients as you do – those who target the same niche or population, or treat the same conditions. Read their ads in the Yellow Pages, their brochures, their business cards, their flyers on the wall at the mall.

Call other practitioners and ask them what conditions or populations they work with, what sets them apart and why you should choose them. Chances are they will stumble over this, letting you know that they have not given much thought to their own USP, which gives you a marketing edge.

If your competitors are not differentiating themselves by defining their USP, this gives you an incentive to make your practice stand out in the marketplace. If they are marketing themselves as unique, you have an even stronger reason to do so!

Introduce yourself and invite them to meet in person, a friendly professional visit, in their office, yours or a coffee shop, etc. Bring them a small gift such as a treatment product or a plant. Look around their office through the eyes of a potential client to get a feel for their space, how they present themselves, the impression their office makes.

Meet your colleagues and competitors so you can get a sense of their business – their personal style, policies and procedures, skills and techniques, personality and professionalism. If you like what you see, briefly mention the possibility of working together in a future joint venture, such as a public presentation to grow both your practices. Invite them to visit your office, or to a networking or business event. Ask if they would be interested in trading services with you and, if they agree, offer to do their session first.  

Knowing each other’s styles and strengths can help you in several ways:

  • Set you apart as unique
  • Target your niche
  • Make referrals to each other
  • Assist you in planning a joint venture

Make a list or spreadsheet to keep track of all your different competitors. List all of the practitioners who compete with you, as well as everything you learned about them from your research – their modalities, skills and techniques, credentials, mission, professional philosophy, personality, office features, marketing materials, Unique Service Position, joint venture potential and any other qualities you discover that characterize their healthcare practices and/or help you to define your own business.

If you’re tempted to skip this step – if you think you don’t want to call your competitors and go schlepping all over town to meet them and check out their practices – think again! Think about how this research will help you differentiate yourself. Think about the competitive advantage it will give you. Think about all the clients you will get as a result. Think about how doing your homework will grow your income. Think about it as if your success depends on it – because it does! If you think it’s a lot of trouble – you’re right! But do it anyway – you and your business are worth it!

Treat Your Wellness Clients to Special Tricks for Halloween!

Treat Your Wellness Clients to Special Tricks for Halloween!

Do you give Halloween treats in your wellness practice? It’s the perfect holiday to impress your clients with extra care! I make trick-or-treat goodie bags for my massage clients, filled with wholesome snacks and healthy treats. But there’s a lot you can offer every day, so think of Halloween as inspiration to treat your clients to special customer service year-round!

How do amenities fit into your wellness practice? With little cost, time or effort, you can provide impressive extras – before, during and after an appointment, to keep clients coming back again and again for more of your special magic!  And the best part? You can add value to your client’s experience without adding a penny to your cost or a second to your time! Here are some tricks to treat your clients:

Answering machine message. Change your friendly greeting weekly, and always offer a special promotion, to let callers know from their first call to you that your service is above and beyond the standard!

Before the appointment. Send new clients their intake paperwork to fill out and return before their first appointment. Give existing clients a reminder call 2 days before their session. To be prepared for their treatment, ask what they need help with and what has changed since last time.

Reception area. Always be there to greet clients when they enter your office. Eliminate ‘waiting room’ from your vocabulary and from your business office – arrange your schedule to never keep anyone waiting!

Before the treatment. With new clients, go over their intake form together, item by item, to make sure they understand your policies and procedures. This eliminates the awkwardness of a surprise later – such as paying for a missed appointment. People appreciate knowing ‘the rules’ – we feel more comfortable and secure when we know what to expect. Before entering the treatment room, offer a drink of water and use of the restroom.

Treatment room. It is comfortable, attractive and impeccably clean! Calm serenity is crucial here. Maintain a comfortable room temperature with a heater, fan or open window. Flowers and foliage are subtle and always fresh – no fake flowers or dead leaves. The treatment table is pre-warmed on cool days. Use natural light during the day and low wattage lamps for evening sessions.

During the session. Put a purifying salt lamp in the treatment room. Play serene ambient music. The first thing I do after entering the room is place a heating pad on the client’s back; I move it around during the session, to pre-warm each area before treatment. With bodywork, careful draping is mindful of modesty, privacy and professionalism, and helps the client feel safe and comfortable. Clean lubricant off the client’s skin with moist warm towels.

After the session. Offer the client a cup of water. Always invite people to schedule or confirm their next appointment. This is not being pushy or needy! Many people feel drowsy or disoriented after a session and they appreciate you keeping track of their schedule. Always give a new client something to walk away with – an article, bottled water, product sample, energy bar, etc. – to remind them of your business! Put your name and contact info on everything you give out! Always, always say thank you for coming in! Surprise and delight clients with a no-tip policy. If you don’t want this as a general policy, you can have a special “No-Tip Day,” weekly or monthly.

Follow-up Call. Check in by phone the next day with new clients, or an existing client with a new problem. If their next appointment is more than a week away, call between session to see how they’re doing and remind them to follow the self-care routine you gave them. Ask if they have any questions or if there’s anything you can do for them. If they’re in pain when you call, offer to see them sooner than scheduled.

On-going Connection. A keep-in-touch marketing system keeps your practice in the clients’ awareness. This includes email or postal mail items, such as a newsletter, or an article of interest to the client. A Referral Reward Program offers free massage to clients who refer others. Pre-schedule birthday and holiday e-cards each year, with new clients added as they come in. Here. 

Exceed Their Expectations!

Helping clients feel better with great technical skills is the bare minimum you should give. People expect an effective treatment – that’s why they called you in the first place. You can impress them, and gain their long-term loyalty, by enhancing their visits with amenities that have a huge impact on the client’s experience, with little or no cost to you. Use special amenities every day. Not just with new clients, but with all clients; not just for Halloween but in every single interaction – whether on the phone, by email or in person.

These special treats are a key factor in keeping loyal ideal clients and getting their referrals. Keeping repeat clients over the long-term brings in more money and more satisfaction than One-Session Wonders who leave a big tip and never return! Use every opportunity you can to give your clients extra service with tricks and treats!

Inspire Wellness Clients to Know-Like-Trust You!

Inspire Wellness Clients to Know-Like-Trust You!

People are naturally skeptical. It is normal to want proof and assurances before jumping into something new, especially when it involves our health, our time or our money. And wellness care involves all three of these factors! They won’t easily believe you unless you back up your claims with good reasons to do so. If they don’t trust you, they won’t enroll with you for health care.

“Can I believe what you say? How can I trust that you will help me?” These are critical questions that many people have about wellness care and holistic health – especially if they have never tried an alternative to conventional medicine.

“Isn’t natural health just a bunch of old wives’ tales and kitchen table concoctions?”

How can you build trust and credibility? Let’s look at four ways to inspire what is known in the marketing industry as “the know-like-trust factor:”

1. Be yourself! Let people get to know you, let your personality shine through. Talk about your work in everyday language, not professional jargon. When buying personal services, like health care, people want to know the person they are going to be working with, especially if it involves touching their body. Use your photo in your marketing as much as possible. Have a few personal things around your office, such as family photos and simple decor that expresses your personality and interests. The more people see you  being yourself, the more they will know, like and trust you! Set up your office to reflect your personality (but if you’re messy and disorganixed, get some help with this!)

2. Exercise your bragging rights! Show proof of your education, experience, expertise and excellence. Display your framed diplomas, certificates licenses, awards, photos and articles People are reassured by proof that institutions, associations and government agencies recognize you as competent and professional.

3. Show social proof! The best time to get a rave review is immediately after someone has experienced a great result from working with you. If you get referrals from physicians or other healthcare professionals, ask them to write testimonials about how you have helped their patients. Testimonials help convince people that enrolling with you is a wise investment in their health. This powerful tool lets prospects know that people just like them, with the same problems and concerns, were helped by your care. Use entire testimonials or excerpts, along with the client’s photo when possible, in your marketing materials. Frame a few testimonials and hang them with your certificates, or keep them in an album to show people during their Discovery Session. You can also make post video testimonials on your website, blog or social media.

4. Be clear! Your marketing materials should have clear explanations of your modality in general, as well as special qualities that make you and your practice stand out from the crowd. Make sure to focus your marketing messages on benefits and results, not a laundry list of techniques you offer. Put a FAQ section on your website to address questions about your work. List results and benefits clearly in both spoken and written marketing.

People are naturally skeptical. We want proof before we trust someone or something new, especially involving our health, time or money. Inspire people’s trust with 4 simple strategies: Be sincere, highlight your experience, expertise and experience, use client testimonials in your marketing, and clearly state the benefits you provide.

What other ways can you think of to assure hesitant or skeptical prospects that you are the real deal? Please share your comments below.

3 Ways to Get New Wellness Clients!

3 Ways to Get New Wellness Clients!

Image result for YELLOW PAGESWhile visiting the websites of hundreds of wellness practitioners, I was struck by the number of sites that were “All about me, Me, ME!” on the home page. Your home page is often a prospect’s first exposure to you and your work – so make sure it’s all about the client. Use short bulleted lists of your Ideal Client’s needs and your corresponding solutions.

Remember – when people are looking for a solution to a health problem, they don’t care about you and your credentials, your education, your techniques or anything about you. They only want to know how working with you will benefit them. So don’t try to impress people by talking about yourself – your training, your techniques, your equipment. Instead, make sure you educate your potential clients about the results they will get from working with you – not from massage, or acupuncture or chiropractic or counseling, or whatever your modality is – but specifically how working with you will help them.

Tip #1. Get Clear on Your Niche!

What you need to do is get clear on your niche – the target population you wish to serve. Clearly explain the results you provide and make sure you have effective treatment programs for the problems of your target market.

Then you must repeat these same essentials over and over again in your marketing. It doesn’t matter whether you’re a brand new practitioner, have been in business for years or you’re launching an empire – these basics remain constant. To get and keep clients, you need a repeatable system to keep them coming in for the fabulous results you provide.

Tip #2: Deliver Tangible, Specific, Measurable Results!

It’s simple really: the more you focus on the practical, tangible results that clients get from working with you, the more clients you’ll have to work with! Even if you offer a less tangible wellness service, such as energy healing, counseling or intuitive readings, you can still focus on the tangible results that show up for your clients. You simply need to focus on the impact your service has on your clients’ lives – health, family life, work, finances, relationships, opportunities – everything. I love seeing the look on my clients’ faces when they realize just how far-reaching our work together will be! So make sure they are clear that they will get back to work in x number of days or weeks, or be able to play with their kids again, or get out from under crippling pain or depression, or whatever it is you offer. Don’t do this in a phony way or make unrealistic promises. Be sure you’re able to deliver what you promise – and then deliver it!

Tip #3: Name Your Treatments!

People love systems, because systems explain in an organized way exactly what the problem is and how you can help eliminate it. So it is very helpful to name your programs and treatments in a way that potential clients can see their problem and the results they will get simply by reading or hearing the name of a treatment. Examples: Easy Fix for Computer Abuser Syndrome, Pain in the Neck Solution, Golfer’s Hip Health, Eat Yourself Thin.

Keep in mind that overwhelm, stress and pain are rampant in our culture. People get caught up in – but are reluctant to change – lifestyles that create these conditions. For instance, an avid golfer is not likely to give up the game to avoid hip pain. So they crave simple solutions that make it easy for them to meet their needs and relieve their pain. Take a good look at how you work with clients, then transform what you do into a compelling, simple program or treatment. You’ll be amazed at how this helps people understand how you can help them and they can’t wait to sign up to work with you!

You’re only a few sentences away from your next new clients! All you need to do is hone in on your niche, list a few compelling results you help people achieve and name your solutions to deliver those results!

Social Media Marketing Attracts Wellness Clients!

Social Media Marketing Attracts Wellness Clients!

Image result for social mediaMy last massage client of the day emerged from the massage room and we booked her next appointment. As she was leaving, she turned and said, “By the way, your story on Facebook this week was so funny! And it reminded me to call you!”

Facebook – HA! That triggered my aging memory! Suddenly I remembered what I almost forgot to do: create new content for my social media sites!

Social media is all about keeping your clients and followers engaged and entertained. Growing your list of subscribers is the primary goal – and relationship-building is the best way to accomplish this. Connect with potential clients by sharing helpful, relevant information.

Information on social media has a shorter shelf life than fresh produce at the market! Sometimes, it seems I’ve just barely finished one post and it’s time for the next one already!

Are you a drive-by poster? You have 30 minutes before your next appointment, so you quickly post 10 Facebook updates in a row! That’s a haphazard way to build the crucial know-like-trust factor. Consistency is the key to building that relationship with your social media readers.

People have a wide variety of favorite social media sites, but for wellness clients, Facebook is the most populated site. So in the interests of space and time here, we focus on steps for Facebook. Exactly how do you keep reader interest high while running your practice and managing your life?

Here are 8 ways to manage the content on your Facebook business page to maximize your social media engagement.

1.Schedule Your Posts. This time saver will also help you be more consistent. Facebook has a handy little tool – right there where you post updates. Before clicking on the “post” button, find the “Publish” tab in the lower right corner below your post, then click on “Schedule” in the drop-down menu.

This allows you to pre-schedule the day, hour and minute when you want your message or image to post on Facebook. Then – ta-da♫ – it magically pops up on your page at the scheduled time! I used to enter my posts individually every couple hours all day. Then I wised up and hired a teen tech intern to pre-schedule them for me! I pay her about $10 per week for a few minutes per day to keep my page updated for readers, my content fresh for search engines and my bonds forged with Facebook Friends and Fans!

2. Assess Your Content. If your content doesn’t get many likes, shares or comments, consider re-writing it. Re-assess how you are trying to connect with your Facebook fans. What kind of content are you sharing and, more importantly, how are you sharing it? Social media expert Gary Vaynerchuck offers some effective questions to ask yourself when creating Facebook content:

Is the text too long? Is it thought-provoking, entertaining, or surprising? Is the photo relevant to the post? Is your logo visible? Have you chosen the right format for the post? Is this content interesting to anyone else? Is it authentic? Are you asking too much of the reader?

To attract and keep engagement as consistent as possible, it’s vital to have the right content that is relevant, timely, entertaining, informative and/or actionable.

3. Maintain the Relationship. When others like your post, make a point to write a comment or question to increase the engagement even more. For instance, you can simply ask: “Hi Mary, I‘d love to know exactly you like about this post.” If a post gets a lot of likes, you can ask an additional question in the comments, such as: “How will you use this tip to improve your health?” Or share your answer to a question, to encourage the “likers” to participate.

4. Be Consistent. Post new content daily and keep a manageable number of posts on the page. You are trying to build a relationship, so if you can’t commit to posting three times a day consistently, then post just once a day, 7 days a week. This should not be a problem if you use the Facebook pre-schedule feature mentioned above. You can even sit down for an hour and pre-schedule your posts for an entire week! (Assuming you have written them!) This consistency is more effective than haphazard posting.

5. Check Your Insights. Check to see which of your posts attract the most attention and keep a balance or variety of different types of posts. They can include: photos, article links, videos, blog posts and more. Stay aware of constantly shifting Facebook trends. A few months ago, photos or images boosted interest; recent data shows that straight content gets more comments. Facebook has improved the tools that give us info about our posts, so make a point to review your stats weekly.

6. Share with Industry Experts. Share pages or groups to build your credibility. Select non-competitive pages or groups popular with your target market. For instance, if you are trying to reach females age 30-50 looking for pain relief, where do they go on Facebook? What local community pages or groups do they join? Once you narrow this focus, start sharing content from their page to yours. Make comments and contribute to the conversation without spamming or self-promoting. When you share your knowledge in an authentic way on Facebook, your expertise will become evident and others will start to seek you out. This easy process should take you less than three minutes a day.

7. Get Personal! Connect with your audience by personalizing your posts. Write your post as if you are having a conversation with one person.  People will pay attention more if they feel like you are talking directly to them. It’s fine to primarily post business content, but spice it up here and there with some personality and glimpses into your life. Show your personal – but not private – side! Your readers will relate to you more easily if they feel like they know you. Sharing your life and personality will help forge the know-like-trust bond. Your readers will appreciate you speaking to them – increasing your likes, shares and comments.

8. Be Descriptive. Post your photos with a description, tag people, include a website link or call-to-action. When you optimize images with your page name, it drives up your traffic. When you tag someone in a photo, it not only alerts that fan, but that fan’s friends are also notified; they want to see what their friends are up to and in the process they find themselves on your page.

It’s Easy – Like Eating an Elephant!

This may feel like a lot to remember or implement. Treat it like eating an elephant – one bite at a time! Start with one of these 8 tips, use it long enough to become a routine, then add another strategy, and another as you become comfortable. Remember when you first started learning the skills of your modality? It seemed like there was too much to remember. But soon, you developed a habit and it became automatic and natural. Apply that same mindset to your social media management. Follow the steps, be patient, keep practicing and soon it will be second nature!

Does Your Wellness Practice Stand Out?

Does Your Wellness Practice Stand Out?

Image result for rainbow horseIf your marketing makes your wellness business and your services appear different from the typical practice, then potential clients – especially Ideal Clients – will pay attention to you! Your challenge is to stand out from the crowd, to get potential clients to notice your services.

A couple of years ago, traveling from my home in Hawaii to a marketing workshop with my mentor, I strained my back lifting my bag into the overhead bin on the plane. By the time I arrived in Dallas, my back was feeling very sore and I was no longer looking forward to sitting through three days of lectures! So I opened the Yellow Pages to look for a local massage therapist with experience treating back injuries. What I noticed about the ads – they all looked the same! Most had a menu of modalities – Swedish, deep tissue, hot stones and so forth. Many listed conditions they treat, such as headache, backache, stiff neck. If you switched the names on the ads, it wouldn’t make any difference! There was nothing that made one business stand out from the others, nothing differentiating each one as unique, nothing that shouted “I’m the right massage therapist for you!”

Don’t make the same mistake in your marketing! Have you identified what makes you different from others in your field, what makes you stand out and get noticed? Highlighting your uniqueness can make the difference between a person who walks away and one who can’t wait to sign up and stay forever! Learn how to get the “forever” clients!

A mistake that many practitioners make is trying to be like others in their profession. They see a successful practitioner and try to duplicate how that person runs their business. You will be better off identifying and expressing what makes you different from other healthcare professionals, rather than trying to be the same as others. You’ll have more biz success if you develop your own unique answers to these questions:

– How are you different from your competition?

– Why should people choose you over others?

Unique Service Position

Your answers to these questions form the essence of your Unique Service Position. Your USP – Unique Service Position – is the answer that you’ll give when someone asks you, “Why should I choose you and your health practice over every other practitioner in town?”

When you incorporate these answers into your marketing, it will tell prospective clients what makes you special. If there’s nothing that makes you stand out as a practitioner, then why would prospects choose you over everyone else out there offering your modality? Without a strong USP, there is no good reason and they might as well go down the street instead of walking through your office door. And they probably will!

Know Yourself

The first step in differentiating your practice from others is to clarify your special qualities. Your USP is about you and your practice. To develop your USP, begin by listing your credibility factors – things that will allow your target market to see you as an expert in your field. Include your education, your expertise, your experience, your strengths and your skills. As a wellness practitioner, you also want to get clear on your philosophy about health and wellness. Also on the list: your personality and character traits, focusing on qualities that relate to how you do business; for example, friendliness, compassion, determination. In addition, include the way you provide your service, such as focused or purposeful. What other special things about yourself and your business make you different from others in your modality?

What do you offer your clients that they can’t get anywhere else or that other practitioners have not taken the time to identify and articulate about themselves? Your USP should answer these 4 questions:

– What do I offer that my colleagues and competitors do not?

– What features of my practice differentiate me from others in my field?

– Why should someone work with me rather than my competitors?

– What special personality traits make me an excellent practitioner?

Your Personal Story

Many of us were drawn to wellness work by an experience, realization or insight that attracted us to enter the holistic health field. In many cases, this compelling story or defining moment was a health crisis of our own or someone close to us. Sharing your experience can often motivate people to try your service and see if it can help them with their particular challenge, especially people who have never tried a holistic modality or those who are skeptical. For example, I became intrigued with bodywork when a friend resolved my chronic ear infection with a neck massage that unintentionally realigned my cervical spine!

Sharing your story of what inspired your passion or influenced you to enter the health field can be a powerful catalyst to attract clients.

Stand out from the herd and highlight your uniqueness to get potential clients to notice your services. Learn and use effective marketing to make your wellness work sound unique. Be unique and stand out in the crowd – to attract and keep a full schedule of Ideal Clients!

Have you identified what makes you different from others in your field, what makes you stand out and get noticed? Highlighting your uniqueness can make the difference between a person who walks away and one who can’t wait to sign up and stay forever! Learn how to get the “forever” clients!

 

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