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In Practice: Juliet's Marketing Wisdom:
Spring Cleaning
for Your Private Practice
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by Juliet Austin |
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Spring is a time for clearing out the old and bringing in the new. It’s a perfect time to “clean” and re-organize your marketing. Marketing is a fundamental component of a thriving business but many in the healing arts either don’t do it often enough, or do it on the spur of the moment without forethought and planning. This typically leads to poor results. So take some time out from your schedule and do a little spring cleaning on your practice.
Below are 5 ways that you can spring clean your marketing so that you can move forward with an improved and fresh approach that will help you get better results.
1. Eliminate Unhelpful Beliefs and Attitudes
If you are like many in the healing and wellness industry you are probably very dedicated to helping others get well and develop ways to maintain optimum health. You may feel like you were “called” into your profession or business. Marketing is likely not your passion and as a result, you may have difficulty motivating yourself to do it.
Even if you do find marketing an activity you enjoy, there are still likely beliefs and attitudes that are getting in your way and limiting your success.
Maybe you are not reaching your goals because you don’t believe in yourself enough? Do you have a problem with procrastination? Perhaps you have great ideas, but don’t follow through on them? Maybe you have faulty beliefs that tell you that you shouldn’t have to market or that marketing doesn’t work?
Whatever the case, take a good, hard look at your “marketing mindset.” Which attitudes and beliefs do you need to get rid of in order to be more successful? Write them down and develop a strategy to overcome them.
It doesn’t matter how much you learn about marketing and how to be successful in business, if you don’t do away with thoughts, beliefs and habits that interfere with your success, you will likely never reach the goals that you hope to.
2. Put More Zest in Your Marketing Message
Is your marketing message current or is it outdated? Does it accurately state the people you serve and how you can help them? Perhaps you don’t even have a marketing message?
Your marketing message should clearly indicate who you work with, what kind of problems you help them deal with, how they can benefit from your products and services, and have a clear “call to action,” inviting them to take you up on your offer.
If your marketing message isn’t addressing these points, then you are sure to benefit by changing it so that it does. Even if this means starting from scratch with a completely new message. Outdated or ineffective marketing messages will only hold back your success.
3. Spruce up your Promotional Materials
Are your promotional materials (website, brochure, business cards, etc) up to date and reflecting your products and services accurately? Does the copy (text) grab the attention of your prospective clients and entice them to take action? Do they look professional? Is the design pleasing to the eye? Are they simple and to the point, or are they overly complicated and cluttered looking?
Your promotional materials often provide the first glimpse a client has of you and therefore leave a strong impression. They can draw potential clients to you, create indifference, or repel them from you. You can’t afford to have poorly developed materials if you want to be successful.
If your materials need to be updated or improved, you might want to set some goals to revise them.
4. Refine Your Marketing Strategies
Which marketing strategies are bringing the best results? Which ones are duds?
Are you tracking your results? If not, why not, and how can you set up a system to track them in the future? You won’t know which of your marketing methods are effective if you don’t track where your clients are coming from. And if you don’t know which are effective, you won’t know which ones you should modify or eliminate and which ones you should keep.
Evaluate your marketing strategies and do away with the methods that are not bringing in business. Then write down a new plan for your marketing.
5. Clean Out or Update your Database or Newsletter List.
Your database or newsletter list is key to your long-term success and therefore needs a lot of care and attention. Although it takes some courage to remove people from your list, cleaning it out can be a great way to create space for the new on a metaphorical, as well as a literal level.
It is a myth to think that the more people on your list, the better it is for your business. The best lists are those with highly qualified prospects, not the number of people on the actual list. If you have a list with 1000 people on it, but only a few of them read your newsletter or are interested in your product or service, then it is of limited value.
If you have an opt-in ezine list (a permission-based electronic newsletter) then you can eliminate unqualified prospects by simply asking your subscribers to re-subscribe and create a new list. You can be fairly certain that those that re-subscribe have some interest in what you have to offer.
If you complete even just one of the steps above you are bound to see some improvement in your results. Successful marketing takes ongoing planning, refining and sometimes completely re-doing. If you do a thorough review and evaluate your marketing on a regular basis, your business will undoubtedly become more profitable.
Happy Spring Cleaning!
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Juliet Austin, MA
Marketing Coach, Consultant & Copywriter
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Juliet Austin has a Masters Degree in Counseling Psychology and worked as an educator, researcher and counselor for over 20 years.
In the late 90's Juliet completed a career change into the field of marketing when she Graduated from CoachU, The Institute of Life Coach Training and became a member of the School of Coaching at Coachville. Juliet also completed numerous courses and classes on marketing, Internet marketing and website copywriting and promotion.
She is a member of several professional organizations including The International Association of Coaches, The Canadian Counselling Association, Healers in Business and The Business Alliance for Local Living Economies.
As a Marketing Coach, Consultant and Copywriter, Juliet assists healing professionals and socially responsible business owners who are struggling to attract clients or sell their products. She helps her clients in overcoming resistances to marketing, develop and implement no or low-cost marketing strategies for both on and off the Internet, write compelling website copy and promote their websites.
Juliet writes for several publications both on and off the Internet. Her articles have appeared in publications in Canada, the US and in Australia. In addition, she is also co-author with Sue Bond of the ebook: How To Become A Coach: A Guide for Therapists and Counselors.
Juliet also leads workshops and teleclasses on various marketing topics for those involved in the spiritual, metaphysical and healing arts.
Assisting healing professionals in marketing a practice has become a creative and intellectual form of self-expression for Juliet. Being an ideas person who thrives on change and variety, she is constantly developing new projects. Her ongoing quest for knowledge as well as the passion she has for marketing and her work with her clients ensures that she stays current with cutting-edge on and off-line marketing methods.
Juliet is the author of the Free Report, " 67 Surefire Ways To Attract Clients" which you can get at:
www.julietaustin.com
For more information about Juliet's services, visit her website at:
www.julietaustin.com
or one of her blogs at:
www.marketingaprivate
practice.com
and:
www.websitedesignand
promotion.com
Juliet can also be reached at:
604.730.1838
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