Useful Info
What does it mean to "market yourself"?
According to a survey of 3543 professionals undertaken by Laura Allen of 15secondpitch.com, 76% said they have trouble explaining what they do, and/or feel uncomfortable pitching themselves. Over one-third said they hate going to networking events and/or do not have unique business cards. See results
Simply put, marketing yourself and your private practice is:
* Saying what you do
* And who you serve
* Over and over again
* To everyone you meet
Let's expand on each of the principles outlined above.
1. "Saying what you do and who you serve" - Can you say what you do in a way that generates interest because you have made it clear in 15 seconds how your work benefits people?
| Scene 1. You're at a nearby bed-and-breakfast with your spouse. The inn-keeper asks you what you do? You say: "I'm a psychoanalyst". He looks at you without recognition and changes the subject. You're relieved. At least he is not saying suspiciously "well don't psychoanalyze me please!" or "What is the difference between that and a psychiatrist?" You have a lovely weekend with your mate and go back to work on Monday. |
|---|
| Scene 2. Same place..same question You say: "I'm a psychoanalyst" - without pausing you continue - "I help people get to know themselves so that they can love and work more freely. You know how people sometimes get stuck and end up making the same mistakes over and over again - same bad relationship, or lousy job? Well, I help them get unstuck." "No kidding!" Says the inn-keeper. I have a friend who could use someone like you. Do you have a card? As a client magnet, of course you ALWAYS have cards. On your card is your name and your website. You go home after a lovely relaxing weekend and 3 months later, the inn-keeper calls. He has been thinking about changing his career for a very long time and "needs your help to get unstuck". |
Taking 15 seconds to say what you do and who you serve without industry jargon and using pictures and experiences and desired effects to create an impression in your listeners mind is essential. If all goes well, you will be asked a follow up question about your service. Be prepared for that too - jargon-free!
2. "Over and over again" - To use you or refer to you, people need to know, like and trust you. To give them the opportunity to do so, you need to develop and nurture relationships with referral sources.
Also get your message out using different mediums (brochures, newsletters, press releases, business cards, articles, web logs (blogs), podcasts, website, letters to the editor, local newspaper articles).
3. "Everyone you meet" - Everyone you come into contact with is a potential client or a potential referring agent now or in the near or distant future. Everyone! Say what you do. Make an impression!
If you are not meeting enough people in your day-to-day life then create opportunities for networking.
* Offer seminars, teleseminars, workshops, talks at schools, places of worship, sports clubs, health screenings, lunch-time talks.
*Give presentations, trainings.
* Volunteer your services.
* Think of the people your clients come into contact with - doctors, dentists, hair dressers, attorneys, chiropractors, religious leaders, accountants - talk to them. Develop relationships with them. They may refer to you.
EXTRAS
Once-a-month Private Practice Newsletter
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