Author Archive
10 Ways to Use One Article as a Marketing Tool
March 6, 2010 | 
Author 
1. Include Your Article on Your Website
There are two great reasons to add articles to your website. The first because people use the web to seek information. If you are providing quality information to your target market, they are more likely to follow you and want to connect. Secondly, online search engines love fresh content, and are more likely rank your site if it is regularly updated. Forget static websites, they are a bit like an outdated brochure that no-one picks up! Don’t forget to include important keywords in your article that your target market are likely to be searching for.
2. Add Your Article to Your Blog
Again, web search engines rank blogs highly, as they constantly provide fresh and relevant content. Blogs provide an opportunity for potential clients to click through to your site, so don’t forget to include a prominent link on your blog. Not sure how to set up a blog? Here is a useful video to demonstrate your to set up a blog – how to set up blog video
3. Put Your Article on Someone Elses Blog
If you have good valuable information to offer, there are people in cyberspace that will love to share it! These are quite likely others in a related industry who are interested in sharing quality information and resources with their own readers. Guest blogging is very common. Begin to network and nurture relationships with likeminded others in your field online, and you will find that invitations follow. You can also make requests to submit suitable articles to relevant blogs.
4. Send Your Article to the Twitterverse
Once your articles are posted online, it is very easy to post a link on twitter once you have an account. You can get one at www.twitter.com .For more about twitter, check out this Twitter You Tube video I will be sharing more about social media marketing in later newsletters.
5. Share Your Article on Facebook As a Note
Yes, let your friends know what you are up to by cutting and pasting your article as a facebook note. Your note will automatically show on your friends feed, and are easily shared by others with their circle of friends. Not on facebook yet? You are missing out!! I would like to meet you there….join me here: www.facebook.com/KrishnaEverson
This is exactly what I am doing with this article. Just make sure your topic is always relevant to those receiving your newsletter, keep it informative, and always add value. (As soon as I finish here, this article will be added to my blog and facebook page!)
7. Add It to Article Websites
This is a wonderful traffic generator as you include a link to your website and quite often your bio, which lets people know a little more about who you are and what you do. Just 10 articles will increase your online profile exponentially!! My favourite article site is www.ezinearticles.com but there are 100′s! My advice? Get started….
8. Turn Your Article Into a Talk
Once you have your article written, you have content ready on hand for those public speaking opportunites that come up! Being prepared, and knowing your topic are two of the key elements of good public speaking. Need more help or want to build your speaking confidence? Check out Toastmasters or a local speaking group. Speaking is an excellent way of reaching groups with your message and attracting the perfect client.
9. Share It At Relevent Networks Instead of a Brochure
Too often, brochures are dull and virtually meaningless, and quite often just talk about you, when it needs to be about what’s in it for the reader. Replacing your brochure with a well-written and relevant article (not a sales pitch), with a short bio and contact information at the end is a great alternative to other passive forms of PR material, and lets people know what great information you have to share. A useful credibility builder.
10. Use It As Chapter In An E-book
Got 10 articles? Then you have an e-book! Combine then into one document, add a contents page, and voila! Use as an enticement to signup for your mailing list, then stay in touch!
My next article writing workshop is May 1.
Stay tuned for online resources and home study guides….coming soon!
Posted in marketing | 
Tags: articles, client attraction, Free Publicity, get online, leverage, marketing, Massage Marketing, promotion | 
6 Comments »
The 7 Steps to Activate Your Vision for 2010
Are you in the business of helping people? Have you got a vision? If you are ready to activate your vision, here’s 7 steps to make it happen in 2010.
Imagine yourself in exactly 12 months time. What are you doing? Who are you helping? How many clients are you seeing? How will you feel when you get there. Can you see it clearly? The clearer the picture, the easier it will be to tell when you get there, and also work out what you can do to get you there. Put your vision into something tangible; it may be a vision board, a mind map; yourself speaking on an audio; or a list of things you would like to achieve over the next 12 months.
Step 2: Where are you now?
Before you can make a plan to move you towards your vision, it is important to clarify where it is you are now. How many clients do you have, what income are you generating, what are your current income streams (eg. products, services, workshops etc). It could also be where you are located, and who you are currently working with.
Step 3: Make a S.M.A.R.T list of what needs to be done to get you from where you are now to where you want to be.
Take a sheet of paper and create several columns across it. In each column put a S.M.A.R.T goal. Smart stands for Specific, Measurable, Achievable, Realistic, Timely. Smart goals could read like:
-Increase my client base by 10% every month
-Double my average referrals from 3 to 5 per week
-Follow-up new clients within 48 hours of their first appointment
-Write one article per week and submit to 3 websites
Step 4: Create an action plan to achieve each goal
For each of your S.M.A.R.T goals, list the actions to be taken to get you there. For example, if you want to increase your client base by 10% each month you may list things like: initiate a monthly promotion with a joint venture partner; have an article published each month in the local newspaper; devote 2 hours per week on marketing activities; create a referral program for my existing client base, etc. Remember it must by more than intention, it must include action.
Step 5: Evaluate how it’s working for you
Even the best-laid plans can go pear-shaped! As long as you are taking action, you will have the opportunity to review what is working and what isn’t. Be prepared to tweak your action plan as you need to. If your activities are costing money, it is important that they are bringing a return. If they are not, you may need to review what you are doing, but not necessarily disregard it completely. This is where the help of a mentor can help, or a group of peers who you can bounce ideas off.
Step 6: Stay focused on your target
Unless you’re actually Robin Hood, it’s going to be impossible to hit your target if you don’t have clearly in your vision. Keep your destination in clear view, plan your route and enjoy the journey as you go. Value your time and use it wisely. Set your intentions at the beginning of your day, and spend your time on activities that move you toward your vision. Remember to also make time for recreation! Ask yourself; are todays actions taking me towards where I want to go? If yes, keep going. If no, refocus.
Step 7: Remember the reason you are doing it
Are you in business because you want to help more people? If you are aiming to increase your client base, but are spending your time studying, then you need really consider what it is you really want? Professional development and learning new things is important, but is it at the expense of your business, and is having a successful business what you want?
All the best for this years (ad)ventures!
Is Your Neighbour A Competitor? 3 Reasons Not to Sweat It!
2. Opportunity to grow stronger. If your neighbor is a good therapist and someone you feel you can trust, the two of you have the chance to strengthen each of your practices. Talk to your neighbor. What kind of clients they like to work with? Would your neighbor be interested in doing some marketing with you? Teaching some classes? If you develop a business friendship, maybe you can help each other out handling vacations and emergency clients. Maybe you can trade work on each other since you’re right next door. Maybe you trust them enough to send overflow clients to. Perhaps they have training in a specific area that would benefit one or two of your clients. At the very least, you could pool your resources. You could share what you know about other local therapists worthy of recommendation. You could order together from supply companies and save on quantity discounts (which we have, by the bye 
) and on shipping.
Posted in Uncategorized | Tags: competition, credibility, Getting Started as a Massage Therapist, joint ventures | 6 Comments »
7 Ways to Enhance Your Credibility
Put simply, how others perceive you, rightly or wrongly, is the difference between attracting clients and sending them running in the opposite direction! As Jeff Bezos, Amazon CEO beautifully puts it “A brand is what people say about you when you are not in the room”! Does your ‘brand’ reflect your credibility? Do you leave people with the feeling that you can be trusted? Here a 7 ways that you can use to enhance your credibility.
Get Clear on Your Niche then Meet Their Needs
By choosing a specific group to focus on and meeting their needs, you are more likely to be seen as the credible ‘go to’ person that can offer the best solutions. Having a niche makes it easier to market what you do, communicate in a meaningful way, ask them what they want, and deliver what they need.
Provide Quality Information That Informs and Educates
We are in the information age and people are thirsty for it! Often the first place people go to find a solution to their problem is to articles about their chosen topic or health issue. This may be online or off, in newspapers or magazines, on your own website or newsletter, and on industry blogs. If you consistently provide quality information that meets the needs of your prospects, your credibility will be enhanced. Always include your contact information with any article submissions so that you are accessible.
Develop an Online Presence
An online presence is essential for most industries, especially if that is where potential clients seek information. It is a great way to increase brand awareness and attract targeted clients. You can develop an online presence with your own website, free blogs (your own or others), social media such as twitter and facebook and industry directories. The key to using it to build credibility is, again, stay within your niche and offer information that speaks directly to them. Keep your message and branding consistent from the start.
Follow Through on Promises
Consistently following through on your promises is a sure way to maximise your credibility. Building trust is an essential part of building the service provider-client relationship.
Demonstrate Customer Confidence in Your Product or Service
Ah yes, testimonials! I have found the easiest way to get testimonials is when someone is happy with what you have done and says so. This is the time to say “do you mind if I share that with others in my newsletter/website/blog”? Ideally a testimonial will state what the client felt before and after their experience with you. It should also include their name where possible and a photograph is even better!
Practice What You Preach
‘Be real’. If you’re not people will sense it. Do you use the products you promote? Do you apply the principles you teach? If not, your credibility will take a beating. At least be honest about it!
Back Up Your Claims
Over the years that I have worked in the health industry I have seen many claims made that alarmist, misleading, and really stretch the truth. If you are making claims, be sure to back them up. Pay special attention to the new international laws around making claims online here. Also if you are in Australia it is is important to meet TGA guidelines when making claims about results. You can use research, testimonials and first hand accounts to back up claims, but need to fall within the guidelines.
Continuing to build your credibility is something that will reward you for years to come. As you develop your reputation in your chosen field you will find clients draw towards you, instead of having to clamour for their attention. I would love to hear your thoughts and feelings about this article. I would also love for you to add your own tips on building credibility in the comments below. Lets share our knowledge and experience, and continue to build the credibility of the health and wellness industry.
7 Ways to Make Your First Impressions Count!
LET YOUR PASSION SHINE THROUGH!
If you aren’t excited about what you do, you can hardly expect others to be. The great thing about passion, is it isn’t selling, it is just sharing your passionate and desire to help others. People, the RIGHT people, will connect with that, and be drawn to you.
SHARE YOUR STORY
To be successful in business, it is very important to differentiate yourself from others who provide a similar service. What better way to do that than share your own unique story.
So how can you share your story, without being seen as raving on about yourself?
- If your story has a lesson in it, share it at a network or relevant group
- Blog about it. A blog is a great way to interact with your clients and prospects.
- Pop it in your newsletter. Clients often connect with elements of your journey that speak to them personally. When they know what makes you tick, referring to others who would make an ideal client comes naturally.
BUILD YOUR CONFIDENCE
Developing your confidence where it matters can make a big difference to first impressions. This can really count when people ask what you do at a network or social gathering, or when handling telephone enquiries.
If you lack confidence in these areas, don’t despair. You will find it helps to be prepared, and even practise your responses. So,
BE PREPARED
When meeting people face to face – knowing what you want to communicate beforehand can put a favourable light on what you do. It’s not about a robotic response, but having a clear idea of what you want to communicate, and that might mean practicing in front of the mirror! Check out 15 second pitch to create your introduction in about 5 minutes. You can refine and practise it and build your confidence in that area.
When taking phone enquiries, document common questions and responses so you are always ready with a confident response. Again, it’s not about reading the answer, but becoming familiar enough with it that it comes naturally, and rolls off your tongue. Check out my article on how to turn phone enquries into appointments here.
REMEMBER PEOPLE’S NAMES
Using a persons name can be very powerful. I have found by I re-confirming their name in the first 5 minutes, no-one is going to be offended! An important point is to pay attention to those we meet and listen to what they have to say.
DRESS APPROPRIATELY!
Dressing like a hippy is perfect for the folk festival, but not so great for a corporate event where you want to impress potential corporate clients! It is important to reflect your personality, but remember to dress right for the occassion.
Finally, SMILE!!!
Smile….and the world smiles with you! And if not, you’ll feel better anyway!
When meeting someone for the first time, ensure the door is open, gently invite them in, and allow them the opportunity to enter, either now or in the future. That is the power of first impressions….
All the best with your (ad)ventures…
Krishna
Posted in Uncategorized | Tags: client attraction, first impressions, networking, Telephone Skills | 2 Comments »
The Power of 'One to Many' – Sharing Your Message to Attract More Clients
Let me tell you about my client and friend Annie Clark (that’s her on the left). Annie is a wellness consultant with a huge scope of knowledge and operates a successful health consultancy on the Sunshine Coast of Australia. Now, Annie wears a lot of hats. She writes and sells books on health topics, runs retreats, does one-on-one consultations and sell a range of health products that meet the needs of her clients.
So how does she promote all this? How did she become so successful? Yes she has a website. Yes you can visit her clinic. Yes you can come to her retreat.
Annie leverages the power of speaking to groups to share her message and attract more clients. She sets the date, promotes the event, get the bums on the seats, and continually fills her pipeline with people who want more of her!!
So what are some of the keys to making presentations work for you:
-Know your audience. Craft a message that suits the audience and speaks in their language.
-Know your topic. It’s a great way to leverage your knowledge and be seen as an expert in your field.
-Make it interesting. Sharing a little of yourself, amusing stories, as well as the facts and figures is far more likely to captivate the audience (thanks to Hari of Coolum Toastmasters for this tip)
-Start small. Rome wasn’t built in a day. Start with some intimate groups and work your way up…gradually expand your comfort zone.
USING YOUR PRESENTATIONS AS A MARKETING TOOL
-Be clear on your purpose and what outcome you would like.
-Don’t forget to include an invitation at the end that makes it easy for audience members to engage with you further or get more information
-Be prepared. Have flyers ready for those who want more details, and have a way to capture interested parties contact details, such as offering them the chance to subscribe for your newsletter, or be sent a special report, or more info.
-Promote the event well in advance to your ideal client base. Make sure your existing clients know you are going to be there. Invite your friends and colleagues for moral support. This will increase the likelihood of cross referrals.
-Send a press release about the event to the local paper, or list it in your community directory and free online directories. (Keep your eyes open for free event directrories for later use, there’s a stack of them.)
These are just a few suggestions for the limited scope of this blog. In short; public speaking is a powerful way to attract more clients without selling! It will help people to remember who you are and what you do. If you present the right message, to the right audience, the right client will automatically gravitate to you, and in turn tell their friends!
Happy speaking….and more clients!
Krishna
www.healthpracticesuccess.com
Posted in Uncategorized | Tags: client attraction, Free Publicity, leverage, promotion, public speaking | 2 Comments »
Sunshine Coast – Attract Clients with More Effective Ads and Flyers
Have you ever struggled with creating ads and flyers? How do you know what to say? What are the best ways to get a response?
Depending on the outcome you want, there are right and wrong approaches to creating ads and flyers. By the end of this 4 hour workshop you will have drafted a flyer or ad that you can used to attract more clients to your business. Learn what to include in your ads and flyers to engage your ideal client.
By the end of the workshop you will have drafted a brochure, flyer or ad that you can use to promote your business to attract more clients.
Bring your exisiting marketing materials and we will improve on them for better results.
Still not sure?
I am often met by scepticism for this workshop because people want guarantees it will work! So, if you are not fully satisfied with this workshop, and apply what you learn (you will not be expected to jump hoops!) I will give you your money back. There. No risk. BOOK HERE!
WHEN: This Saturday November 7 9am until 1pm
WHERE: 651 David Low Way, Pacific Paradise (opposite car wash)
COST: Only $79 per person (with a money back guarantee!)
BOOK: Phone Krishna 07 5473 9559 or book online here
Getting the Right Message to The Right People Attracts the Right Clients!
If you want to be seen as the ‘go to’ person in your field, a consistent and instantly recognisable message is essential!
Here’s 5 tips to help you gain clarity when crafting and sharing your message.
1. Know who it is you are speaking to!
Choosing the right tone and language for your message can only be done when you know who the listener is. The clearer you are on your preferred audience (you get to choose) the easier it will be. Forget trying to be everything to everyone, that will only water down your important message!
2. Make sure they know what is in it for them
This is known as the WII-fm principle (what’s in it for me). What is their problem, and how will they feel after seeing you. Articulate this in your message and you will make an impression on them. If you don’t make it perfectly clear what is in it for them, don’t expect them to work it out!! If you don’t bother, they certainly won’t.
3. Consistently share the same message!
No matter what promotional tool you are using, it should spread the same message. Your website, your flyers, your ads, your newsletter, your business card; as well as verbally. If you want people to understand what it is you do and how you can help them, and be seen as the right choice, it’s your duty to make sure they know. If not, they might be missing out on what you can do for them just because “oh, I didn’t know you did that!”
4. Share the right message with enough of the right people
There is no point creating the perfect message then sharing it with the wrong audience, or only a few. You’ll just end up ‘tired and frustrated!’ A handful of letterbox drops will not build a business, nor will a couple of community notice boards, and a single network. Ask yourself – where do these people hang out – and then go there (and stay a while). Yes! It’s that simple! (Especially when the message is clearly about ‘what’s in it for them’).
5. Ask your target audience their opinion
Quite often, we spend alot of time creating ‘stuff’, but don’t really bother to ask our audience whether it is meaningful to them. Create a couple of marketing tools (eg. flyers, business cards) and ask some of your ‘ideal clients’ their opinion. You can also ask what they are perceiving from your marketing materials, and see what the come up with. Then you will know whether or not your message is actually being understood in the way you want it to.
Got a question or comment about creating clear messages and getting it to the right audience? Post your comments below.
To your health practice success!
Krishna
Ways to Get Free Publicity Using Articles (even if you can't write)
Without a doubt, articles are one of the best ways to promote what you do because they can be used in so many ways; are a credible method of marketing; build your profile as an expert; and are free or low cost to distribute.
Some of the places your articles can be used and why:
•In the local newspaper to inform potential new clients in your geographic area
•In your client newsletter to educate and entertain, and potentially attract referrals
•On article websites to stimulate traffic to your website
•In trade publications or specialist websites to increase your profile as an expert in your field
•On your website to help people find your site easily when they search using keywords included in your article (higher rank on google)
•On your blog to build your profile as an authority where people can comment and interact with you
•On other people blogs where your knowledge can be leveraged
•As a Facebook note so that your ‘friends’ get a better understanding of what it is you actually do!
Quite frankly the opportunities are endless!
Tips for Making Article Writing Easier
•Write about topics you know about
•Write like you speak
•Record your voice then transcribe it
•Study other articles where you would like to be published to get a better understanding of how to approach it
•Get help from those ‘in the know’, such as ‘The Article Guy’ Jeff Herring who offers free article writing templates when you sign up for his newsletter. Visit www.jeffherring.com •Get someone to write them for you! For as little as $5 you could have an article written on any topic you choose. Try these sites for a freelance writer: www.odesk.com, www.elance.com or www.rentacoder.com Here you post an ‘ad’ for what you want done, and service providers bid for the job.
•Come to a workshop on how to write articles. The next one is on the Sunshine Coast, November 28 where you will actually get to draft one!
A few tips on writing an article
• Start with a compelling headline. Many people scan headlines before choosing to read an article, so be sure your headline will capture the attention of your target market.
•Open with a statement or question. Your opening line needs to be interesting so that your reader wants to continue. You may make a statement of a current trend or observation, or a question regarding a common problem.
•Present your information clearly and concisely following a logical progression – one main idea per article.
•Include a quote to add credibility to your article. This could be from an expert in the field (including yourself) that you are writing about, from a client, or from a scientific journal that backs up your point of view.
•Include a footnote that makes it easy for the reader to contact you. Some publications may accept a brief biography here.
•Have a few people proof read your article and provide an honest critique so that adjustments can be made prior to submission.
There are lots of ways to approach articles. In November I am holding an article writing workshop where you can choose from a few different formats (Sunshine Coast). You will actually leave with an article draft ready for your blog, newsletter or to submit online or to your local paper.
Happy writing!
Krishna
10 Ideas to Build Your Profile as an Expert to Attract Clients
People love to be reassured that those they go to for help are capable of solving their problem. But how do you get recognised as the ‘go to’ person for what you offer? Here are 10 ideas that can help develop your profile as an expert. We will explore them in more detail over the coming weeks…..
1. Forget trying to be everything to everyone
At first it may seem logical to offer something to ‘everyone’, but what this does is water down your message so that you ‘blend in’ to the background, the opposite of what you need to do. It is far better to specialise if you want to be seen as an expert and attract a steady stream of new clients.
2. Develop expertise in a specialised area, do the research, learn the skills
Being recognised as a expert is more than a ‘label’, it must also be true! Decide what you love doing, and how you can help people most and focus on that. This may mean finding a mentor or doing some extra learning to develop a deeper understanding of your field of expertise.
3. Draw on your existing skills and talents
Every experience we have had brings us to the point that we are today, so needs to be honored and valued. When I embarked on a health career I thought I had kissed my corporate life goodbye forever! It was only when I blended my experience of the two that I was able to really make an impact. Using your expertise to provide a great solution to a group of people that you know and understand well can really magnify your point of difference and leverage your expert status.
4. Write a book
If you want to propel your business to the next level, writing a book is a great way to leverage your knowledge and build your profile.
5. Use articles
I can’t think of a better low cost way to quickly position yourself as an expert. Writing content rich articles about your area of expertise and submitting them to newspapers, trade publications and online, is a powerful way to build credibility.
6. Speaking
A super powerful way to be recognised as an expert in your chosen field. Speaking directly to your niche will quickly attract new clients when you consistently add value with the message you share. Add an invitation or irresistable offer and you are well on the way to taking your business to the next level.
7. Mentor others
Think about your own favorite mentors. Most likely they generously shared what they knew to help others ‘learning the ropes’. Offering your time and knowledge to others is a powerful calling card.
8. Run events
Creating an event that meets the needs of your target market can help to enhance your profile as a specialist. You can joint venture with other professionals who offer great services to increase exposure to your ideal prospect.
9. Use a variety of methods to share a consistent message
The worlds most identifiable ‘brands’ have a consistent message across the various mediums they use. Whether your message comes face to face, in print, via electronic media or newsletter….your message needs to be specific, solve a problem and be easily identified.
10. Be mindful of the company you keep
I’ve heard it said that we are an average of the 5 people we associate with most. Surround yourself with likeminded people who are aiming for excellence in their field of endeavour.
This list are just some suggestions that can help to build your profile as an expert. In most instances they are relatively low cost. Begin by choosing the ones that work for you (this may require ‘stepping out’ a little…but that’s okay…you can do it!). Establishing yourself as an expert may mean developing some new skills, or doing some things differently, so allow time to work on your business as well as in it. Stay tuned as we explore some of these ideas in more detail over the next few weeks.
All the best with your (ad)ventures….
Krishna
Posted in marketing | Tags: branding, client attraction, events, expert, Free Publicity, joint ventures, leverage, marketing, Professional Development, success | 2 Comments »
