Is Your Holistic Practice a Purple Cow?
“In your career, being safe is risky. The path to lifetime job security is to be remarkable.” Seth Godin.
If your marketing makes your holistic health practice and your services sound unique, 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 mistake that many practitioners make is trying to be like others in their field. They see a successful practitioner and try to duplicate how that person runs their business. You will be better of identifying and expressing what makes you different from other healthcare professionals, rather than what makes you the same as others. You will achieve more success in business if you develop your own unique answers to these questions:
- How are you different from your competition?
- Why should your prospects choose instead of others in your modality?
Unique Service Position
Your answers to these questions form the essence of your Unique Service Position. Your USP – UniqueService 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!
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. They include your education, your expertise, your experience, your strengths and your skills. As a healthcare provider, 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 work, 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
As health practitioners, many of us were drawn to our 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 – especially those who have never tried a holistic modality or those who are skeptical – to try your service and see if it can help them with their particular challenge. For example, I became intrigued with bodywork when a friend resolved my chronic ear infection with a neck massage that unintentionally realigned an unknown cervical subluxation.
Sharing your story of what inspired your passion or influenced you to become a holistic health practitioner can be a powerful catalyst to attract clients.