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A Feldenkrais practitioner came to me about a year ago needing more effective marketing materials for her practice. I was excited to help because Feldenkrais had given me almost total pain relief from severe and chronic back pain many years ago. To me, Feldenkrais is a Godsend. I knew creating marketing material would be fun and it was something I completely believed in and wanted to support. When I started gathering information and material for Feldenkrais, I searched the web to see how other Feldenkrais practitioners marketed themselves. I was astounded by the lack of marketing know how. Almost every site out there starts out by explaining what Feldenkrais is or who Dr. Feldenkrais was. It’s all stuff like, “It’s a movement re-education system, blah blah blah.” Almost no one talked about benefits like pain relief. When I talked to the practitioner about telling prospective clients about pain relief, better balance, and better coordination, she hesitated. Not everyone got pain relief. Having experienced such dramatic pain relief myself, I absolutely wanted her to market with this. I also know potential clients want to know you can help them. Since then I’ve worked with other “Alternative” practitioners and workshop leaders. Universally, I find that they don’t use benefits to market. They all want to talk about the process. The problem is, your prospects don’t really care that much about the process. They are really focused on results. They want to know what’s in it for them. Will you or will you not solve their problem, stop the pain, build their self esteem, etc.? If you want more clients or more class participants, you need to start educating prospective users about how you will help them. Don’t explain the process. Tell success stories. Tell how other people have benefited from what you did for them. When they ask how you do it, invite them to a session with you to experience it for themselves. Don’t fall for the trap and start explaining how it works. Yes, they asked how, but what they really want to know is, “will it work for me?” Your answer should be to ask what pain or problem they are experiencing and then to share a time that you helped someone in a similar situation. Follow up with an offer to have a session with you to learn more. And don’t offer this as a free session. Even if your practice is “alternative”, I assume you are trained and highly skilled. Charge for the first visit. You deserve it. Update your marketing materials as well. Do they headline the problem you are solving? If not, revise them. If you are going to “explain” how you work, put that at the end. Better yet, don’t do it. Tell success stories instead. Use quotes from clients. Let them know you can help. My Feldenkrais client experienced a five-fold increase in participants at the first introductory talk after changing her marketing. Not everyone gets this kind of increase, but you can expect to double your success rate or more. That’s a lot more people that you can help. I’m sure you started in your profession to help others the best you can. Using these guidelines you can help others and help yourself at the same time. Wishing you all the best, Michael Clark Business & Beyond 415-461-3520 www.biznbeyond.com If you’d like to learn more about marketing your alternative business, check out my website at www.biznbeyond.com. Go to the Business Revelations page to see other articles on small business success. If you’d like a free copy of my workbook, From Vision to Action--Simple and Powerful Steps for Business Success go to the home page and fill out the form. Please feel free to forward this to associates that may benefit. Please include the entire email message. Thank you. Copyright Michael Clark, Business & Beyond, 2005
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Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. First to Market Theory By Lance Winslow AGE OLD QUESTIONBusiness scholars throughout the planet keep asking the same question and have come to the conclusion that being first into the market place is preferable. Preferable to what? They say every product has a life cycle? What about milk? If that is true and many academia will classify products and services in order to make a point and simply lump them all together. Is this correct? Yes and No. From a theoretical standpoint you could… 2. Quiz: Where is Your Marketing Message? By Michele Pariza Wacek Wondering if your marketing message is dancing in the spotlight right in front of your target market or is busy cowering by the punch table nowhere near your customer base? Take this quiz and find out.1. Overall, you would describe your marketing as:A. Going strong. You consistently get lots of good leads and sales from your marketing efforts. B. Getting better. You're seeing some positive results, but you're always looking for ways to im… 3. How To Create An Online Newsroom The Media Will Love From time to time, people ask me how public relations has changedduring the two decades in which I’ve been seeking publicity. Myanswer: technology. Twenty years ago, the fax machine was anewfangled novelty. Our primary means of communicating withjournalists was the telephone and the US Mail. The advent of e-mail and the web has made life easier in many regards and tougherin others - namely, thanks to hordes of clowns with money makingschemes and … 4. Ten Crucial Questions By Paul Lemberg Ten Crucial Questions for Your Business Future I'm a business coach. I've worked with hundreds of small, medium and very large business, and over the course of the past eleven years, I've asked my business coaching clients endless questions which have helped them achieve much greater levels of success than they would have otherwise. While the following may not be the only ten questions -- or even THE ten questions, they are ten questions that … |