Are these mistakes costing you money and clients?

Healthy marketing is just as much about ‘undoing’ as it is about ‘doing’. I see a great deal of common mistakes that will waste your time, cost you loads of money and lose potential clients. Here are 7 of the most common. If you eliminate these you will be well on your way to building a solid client base.

 What do you think? I’d love to hear your feedback, so please post your comments below.

The first mistake: trying to be everything to everyone

Setting out to meet EVERYONES needs will tire you out! Not only that, it is an ineffective way to promote your business, because it is difficult for people to connect with your message. You will be left tired and frustrated and wonder why you aren’t getting as many bookings as you want. The key is to find a target group with specific needs to focus on. This leverages your time more effectively, and helps prospects to understand clearly on how you can help, so that they’ll want to pick up the phone and call. Targeting your cards, flyers and promotion to a specific problem, is a better way to spend your hard earned dollars for a measurable result.

The second mistake: promoting your ‘modalities’ as your product

Okay, so you offer a range of services. The list could be quite long – NLP, hypnotherapy, counselling, massage, energy healing, reflexology, aromatherapy, Bowen therapy, myotherapy, acupuncture, acupressure, remedial, lymphatic…need I go on? Now, I understand that you have spent a lot of time, money and energy learning these wonderful skills. But you know what? Your clients are more interested in WHAT’S IN IT FOR THEM, rather than HOW you do it. So make sure you talk in what’s in it for them terms. What ‘pain’ or ‘problem’ do you solve; how will they feel after seeing you? That is what needs to be clear in your headlines and marketing messages. The rest (including your logo) is secondary.

 The third mistake: ignoring opportunities for free promotion

More often than not I see therapists and coaches get hung up on “getting the brochure done”.  A great deal of time, creative energy and pondering are spent to create these paper gems, and a lot of money.  Also “getting an ad in” is a common catch cry. More often than not, especially in the early stages, these can result in little results. More so, if the messages are vague and unspecific. Whilst paid promotion has a place (if written for your audience and strategically positioned), there are many opportunities for free promotion. Good examples include article submission in the local paper and online, joint ventures with other businesses, social media such as facebook, and speaking at community events or to local groups, and networking. Hiding behind a brochure won’t work – be seen!

The fourth mistake: sounding like everyone else

If you want people to recognise you can help them, it is important to stand out in a crowd. If you are using generic terms such as “empower people to be the best they can be” or other clichés, it is unlikely that you will be noticed. Or, as previously mentioned, listing your modalities, makes you sound like everyone else, as well as increases the number of competitors you have.  Create a unique phrase that is not being used by your competitors that speaks directly to your target market.

The fifth mistake: ignoring what you have in your hand  

Studies have shown that 68% of clients go elsewhere because of indifference. Working with the clients you already have is by far the most cost-effective way to increase your profitability, through customer retention, and referrals or word of mouth. Stay in touch with phone calls, newsletters, through social events, and birthday and celebration cards. Think of new ways to encourage repeat business by keeping clients up to date with new offers and educate them about additional services you provide they may not now about.  The 80/20 rule is also really useful when working with your existing client base. You will find that 80% or your business comes from 20% of your clients, so focus extra attention there. Increasing the lifetime value of your client base will dramatically increase your annual turnover.  

The sixth mistake: not knowing where your clients and leads are coming from

If you are in business, it’s very important to test and measure. This includes both the time, and money you spend on marketing activities. Costs for advertising, printing, letterbox drops, networking and any other activities can all be taken into consideration. Then you can make sound decisions around what activities to keep, and what to discard, so that your time will be spent where it’s most productive.

The seventh mistake: losing focus and giving up

When I read this – my heart breaks! I see it a lot, and quite often, people give up right at the last moment, when all they need to do is step off the precipice, but they freeze! There’s fear of failure, fear of success, personal sabotage, and plain apathy. It really is about mindset much of the time. My greatest advice is to remember why you chose to do the work you do, and to keep going. Get help. Seek the right mentors. Have a plan. Surround yourself with positive role models and steer clear of naysayers as much as possible (those who tell you it can’t be done!) Because quite frankly – it can!

Most importantly TAKE ACTION – A little knowledge that acts is worth infinitely more than much knowledge that is idle. Kahlil Gibran