Show Potential Clients You’re the Real Deal!
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.