3 Dec 2007
BASICS TO ATTRACTING CLIENTS
Do people want what you've got? Do people NEED what you've got? Does everyone need it, or just a select group of people?
Perhaps people do need your services, but they just don't know it! It's YOUR job to explain why they need you. The goal is to do it in a compelling way.
So, ESSENTIAL #1 to attracting clients is to have a product or service that people want or need
ESSENTIAL #2 is to know exactly who will want your services and where to find them
ESSENTIAL #3 is to create a plan or formula to reach your potential clients with your message
ESSENTIAL #4 is to convince these people that they need or want your product or service
HOW DO YOU DO THIS?
First, you must become really good at whatever therapies or services you offer. Get the right training and certification. Offer exceptional service and great value.
Second, you must know your clientele amd what motivates them. Here are the stats:
- 80% of people who use Alternative Health services are women
- They are 'cultural creatives,' which means they don't follow society's norms. They think and act independantly, and are often ahead of society's trends. They are often more creative, sensitive, spiritual and intuitive. They may be concerned with the environment and social issues
- The #1 reason people try Alternative therapies is because orthodox medicine didn't help them
- They may live with a great deal of stress or recurring pain. This covers 75% of the population
- Cultural creative used to comprise just 4.3% of the population. But, now, 1/3 of the poulation has tried some form of natural therapies or products.
- Aging baby boomers are attracted to natural therapies because they want to look and feel younger and have more vitality
So where do you find these people?
Women are your target market. They make the buying decisions in most homes. Less than 40% of all women read the newspaper. That means you will reach only a very small portion of your specific target group of potential clients if you advertise in traditional media. It is probably a big waste of time and money.
Instead, look for specialty magazines and publications that target women, ecology, organics, health, artsy people, seniors, and your local neighbourhood. Choose newsletters and special event programs for companies and associations that will reach people suffering from pain, injury or stress ... General Motors, Heart and Stroke Foundation, Wellspring, Cancer Society, retirement homes, woodworking shops, trade unions.
Target companies that employ mostly women, such as Canadian Tire Corporation, Board of Education, and shopping malls.
Create alliances and trade referrals with complementary businesses that cater to your clientele, such as hair salons, nail salons, florists, ladies' apparel shops, podiatrists.
Third, create a distinct marketing plan so you are not merely throwing snowballs and hoping to hit something.
These are the marketing essentials you absolutely need to start:
For details on creating and developing these marketing essentials and ALL the other ways you can attract clients order CAM Professionals' Guide to Attracting Clients
Fourth, create a compelling message that makes your product or service irresistable. Use this message or theme in ALL your advertising and promotional materials.
What creates a compelling message?
- Use statistics to alarm people into recognizing the benefits of what you offer. Here are some relevant statistics you can use.
- Appeal to people's primary motivation Explain how or why you will make them feel good
- Eliminate any of their objections
Learn how to create a really GREAT AD!
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