Posts Tagged ‘client attraction’
7 Tips to Build Your Business During a Recession
April 8, 2009 | 
Author Now is a great time to plant seed and be rewarded with a harvest. After all you reap what you sow. Here’s 7 tips to get you started.
1. GET CLEAR ON WHAT YOU WANT
This is no time to panic!! Get clarity on what you want to achieve and FOCUS. Focus allows you to find the shortest route between 2 points.
2. IDENTIFY A NICHE
Most small businesses have limited resources, which means that there is generally not adequate time and money to be all things to all people effectively. This does not mean “give up”. It simply means identify your ideal client who you can serve the best that will be profitable and actively work with them. The most efficient way to build your business is to aim for a target, not go swimming in an ocean!
3. CREATE A MARKETING PLAN
Once you have identified your niche, creating a marketing plan should be easy. Determine where to connect with your niche, what methods will be most effective. Do they congregate in groups, read newspapers or magazines, search online, or seek information though referrals? What message do you want them to hear, and how is the best way to send that message?
4. WORK WITH WHAT YOU’VE GOT IN YOUR HAND
68% of your customers go elsewhere because of indifference! Does that shock you? Put your energy into your existing clients and you will increase their average spend. This means more profits for you. Build loyalty by staying in touch. Educate your clients about what other services you provide that they may not be aware of. Ask for referrals from satisfied clients, or start a referral or rewards program.
5. ACTIVELY PROMOTE YOUR BUSINESS
Apathy. A six letter word that will suck the life out of your business if you let it. Now is not the time to sit back and let external circumstances dictate the outcomes of what is important to you. Difficult times can be used favourably to steadily build your market share, but you need to take ACTION. Once you have your marketing plan outlined begin to implement promotions that specifically reach your target market. Some suggestions include:
-Speak at networks that reach your identified niche
-Advertise on or offline in places that your target group access
-Use the unlimited free options available to you such as articles online and off, social media and free directories
-Activate your existing database by sending your latest catalogues and offers
-Run a competition or event that generates interest in you by your target group, and invite the media to be a part of it
Remember if your business is folds because you choose to do nothing, you only have yourself to blame, not the ‘recession’ which is a symptom that is temporary.
6. ALWAYS TALK IN ‘WHAT’S IN IT FOR ME’ TERMS
Your customer is not interested in ‘your business’ or even what it does. So don’t bore them with a long list of your attributes. They are interested in what perceived problem you can solve, so DO provide them with lots benefits you provide that can help them with their needs.
7. EVALUATE WHAT DOES AND DOESN’T WORK
You would have heard the claim that “half of my advertising works, I just don’t know which half”. Well, this is only partly true. You need to know where your customers are coming from and why, so remember to ask. List what types of promotion has worked in the past and do more of that. Ditch what hasn’t worked, or tweak where necessary.
“The fishermen know that the sea is dangerous and the storm terrible, but they have never found these dangers sufficient reason for remaining ashore.” Vincent Van Gogh
Posted in Uncategorized | 
Tags: Business Planning and Dream Building, client attraction, Free Publicity, Recession Busters | 
1 Comment »
10 Event Ideas to Build Your Business Regardless of the Economy
Creating events that target new clients is a great way to build your client base and be seen as an expert in your chosen field. The type of event you choose is only limited by your imagination. Here are a few to tempt your appetite with the possibilities; your choice will depend on what you hope to achieve from the event. Perhaps it is to increase your public profile, let potential clients experience what you have to offer, build your database, or make sales. Always think of your event as a stepping-stone towards building a solid client base who come back for more, and tell their friends about you, rather than a one-off activity. There is one to suit you. All you have to do is start!
1. Seminar
A seminar is a great way to leverage your time by presenting to a group instead of individually. A well-presented seminar will build your profile as an expert and allow your target market to experience what you offer first hand. Use this format to promote your service, sell your products and build your database of hot prospects.
2. Open Day
An open day is an ideal way to incorporate viral marketing into your mix by offering incentives to your existing clientele to invite friends and family, as well as stimulate potential new clients to visit your establishment or experience your service. Your open day, can be as simple as opening your doors, or may offer exciting workshops and speakers. Offer prizes and incentives for attending, and don’t forget to collect contact details to add to your database.
3. Party Plan
Using party plan to promote and sell your products can be highly lucrative. Passion and drive is necessary as well as top training if you choose to recruit other distributors. An excellent way to connect directly with your customer and encourage repeat business by staying in touch and offering rewards and bonuses.
4. Network
Creating a network that directly appeals to your target market is a sure fire way to build your profile as a leader in your field, and provides access to a steady stream of potential clients.
5. Course
Many health fields lend themselves to offering wonderful content that can be delivered as a course, leveraging your time and building your income working with a group.
6. Joint Venture
Got a few friends or associates that share a target market, but meet client needs in different ways? Why not get together to create and event and promote it to your various networks. Joint ventures work best when all involved take an active part to promote the event to their own client lists.
7. Charity Promotion
Give back to your community by creating an event that supports your favourite charity. Great for joint ventures and networking event by building your profile as you raise funds for a worthy cause.
8. Single Workshop
Holding experiential workshops allows people to personally experience what you are sharing by leveraging your time in a group for a fee. A great stepping stone to attracting one-on-one clients or on selling other products or services.
9. Workshop Series or Course
As above but over a series of days, weeks or months.
10. Conferences and Tradeshows
A more comprehensive approach involving participants that meet the needs of a particular niche. Limited only by your imagination!
Getting started
Events expert Samantha Richardson, founder of Evolution Events generously offered some industry tips to make sure your event is a success in a recent Health Practice Success Radio interview. Click here to listen now, or download for free. Samantha suggests:
-Allow plenty of time to promote your event
-Be clear on what you want to achieve from your event
-Build a team to implement your event, don’t go it alone
-Create a marketing plan
-Create and action plan
-Be clear on your target market to maximise results for your effort
-Remember your existing client base already know and like you, so are more likely to purchase again from you
-Build a strong database to promote to
-Use freely available methods to market your events such as social websites like facebook and online directories instead of expensive advertising
ARE YOU AN EMERGING WORKSHOP LEADER OR PRESENTER?
If you would like to confidently promote and present, then the Luxury Business Boot Camp ‘How to Make More Money Running Your Own Workshops and Events” is for you. To be held this coming weekend on the Gold Coast. For more details click here.
To your Health Practice Success….
Krishna
Posted in Uncategorized | Tags: client attraction, events, leverage, promotion, workshops | 2 Comments »
Can Workshops and Events Help to Build Your Health Practice?
Many of the health practitioners I work with already recognise the value of holding workshops to expose what they do to people they love to work with. Practitioners generally fall into one or more of these categories:
1. Already running workshops and events but aren’t sure whether they can do it more effectively
2. Are confused about whether they should charge for them or offer them free as a promotional strategy
3. Have a good workshop, but find promoting them difficult
4. Really want to run them, but are unsure where to begin
5. Are nervous about speaking in front of a group
Workshops and events are a wonderful way to build your profile as an expert in your field and to leverage what you do to a wider audience, rather than trying to gather momentum one person at a time.
If you would like to harness the power of workshops and events – and do it well – a workshop will be held on the Gold Coast March 20-22 hosted by Samantha Richardson, event extraordinaire and founder of Evolution Events and Margaret Gill from Abundant Private Practices.
Join me for a free live preview teleseminar this Thursday 12th March at 10am when I interview Samantha Richardson TELESEMINAR – Make More Money Speaking and Running Your Own Events visit the web page and click on reminder. You can listen online on or phone in to participate in the call.
If you already know you are ready to learn the skills to promote your event and create a fantastic workshop in one Gold Coast weekend under the guidance of Samantha and Margaret – go straight to the Create and Promote Workshops Business Bootcamp – for more information or to book your place. Seats are limited to 10, so be quick!
To your health practice success….
Krishna
Posted in health, marketing | Tags: client attraction, health, marketing, Professional Development, promotion, success, workshops | No Comments »
THE TOP 3 MISTAKES THAT HEALTH PRACTITIONERS MAKE WHEN TRYING TO ATTRACT NEW CLIENTS
This is a topic that is really close to my heart, because these are the top 3 mistakes I see most often. For some reason, in the clamour to get more clients, health practitioners and natural therapists repeatedly do these things. Here are the top 3 and what to do instead!
Mistake Number 1: Hide behind a brochure
Now I have absolutely nothing against brochures. Actually I love them (if they are done well with all of the right elements)! But people don’t do business with a brochure, they do business with YOU. So, whilst your brochure can be an excellent tool for sharing what you offer, they are an extremely passive means of promoting yourself, they should not be used as an alternative to connecting actively with potential clients.
What to do instead: Try using more active means of promoting yourself, such as face to face networking or participating in community events. Offering your services as a speaker at networks is a wonderful way to begin to connect with others in a way that draws clients to you instead of having to chase them. For those who really don’t cope in a group situation at all, try joint venturing with others who can recommend you, but don’t forget that there needs to be something in it for them too.
Mistake Number 2: Try to be everything to everyone
We’ve all done it. We announce that we can meet everyone’s needs, that what we do is tailor made for them. It may even be true! But if you say that, then you aren’t differentiating yourself from other practitioners, and may get lost in a sea of them. I know it’s tempting, you think that this will increase the number of prospects for you, but the opposite is true as it won’t be clear why someone should choose you.
What to do instead: Position yourself as an expert. This means send a message about something you specialise in that people want. The more specific the better. For example, if you had acne – would you be more likely to try ‘Proactive’ who specialises in acne, or another skin care range that has something for everyone. Think about it. Now, how to let people know you are an expert? Promote yourself through editorials and articles, speak at events, advertise your specific service, create a specialised newsletter, etc.
Mistake Number 3: Talk about YOU, instead of what’s in it for your client
Open up any yellow pages or newspaper directory and you will see scores of businesses with their logo up in ‘lights’, telling us all about THEM. But do they make it clear how YOUR needs will be met? How do you decide which one to call? By the prettiest ad and logo? No! Correct me if I am wrong, but you are most likely to contact who you think has a solution to your problem.
What to do instead: Talk about your client. Talk about what your ideal clients want. This is called ‘what’s in it for me’ or WII-fm (the station everyone is listening to!) Use a headline that captures the interest of your target market. Be specific. Use testimonials to back up your claims. Remember to always put yourself in your clients shoes and create a message which is client focused rather than you focused.
I hope you have found this information useful. I would love to hear your comments and feedback, and what has or hasn’t worked for you. All the best in your client attraction endeavours!
To your health practice success….
Krishna Everson
KRISHNA’S BIO: Krishna Everson, client attraction and retention mentor to the health industry, works primarily with health practitioners who hate marketing but want to build successful practices that thrive, instead of just barely survive. Krishna is the author of upcoming book “The No-Hype Guide to Marketing for Health Practitioners”.
Email: krishna@healthpracticesuccess.com
Web: http://www.healthpracticesuccess.com/
Posted in Uncategorized | Tags: client attraction, Massage Marketing, mistakes, networking, promotion | No Comments »
Attract Clients Using Articles and Editorials
Are you recognised as THE person to see in your area for those who you can help the most? If not, you can easily build your profile using newspaper editorials and articles in magazines, newsletters and online if you follow these simple steps.
Some basic ground rules for writing your article
1. Understand what your typical clientele are reading. Are they reading the lifestyle pages, the business section or the health advice column? Would they pick up a free mag at your local health food shop, or search online for health information? The more you understand who your typical client is, the more effective you will be in writing a great editorial and submitting it to the best choice of publication.
2. What does your preferred client want to know about? It is of the greatest importance to create an editorial about what can benefit your readers, rather than what will benefit you! This is the WII-FM principle (that’s what’s in it for me). What benefits will they receive? How will they feel? Is there any credible evidence to back it up?
3. Use clear concise language that is free of jargon. Be very careful to avoid jargon that is specific to your area of expertise. Writing about the ‘energetic spectrum of quantum physics to rejuvenate your aura’ is not really suited to readers of your local newspaper!
4. Don’t cram too many ideas into the one article. Are you are jack of all trades? Please don’t be! In most instances, this is a very big mistake that many therapists make at some point. You will be much more effective when seen as an expert in a particular area. Do not try to be everything to everyone. This will water down any impact you may have. To be seen as an expert you need to specialise.
5. Be very clear on the purpose of your article before putting pen to paper. Is it to attract clients? Is it to make an announcement? Is it to educate?
6. Determine whether you are going to write as a ‘third party’ (the way a journalist might write it), or as yourself.
Writing your article – a suggested format
1. 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.
2. 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 being people may be experiencing. (You’ll notice I started this article with a question appealing to you as a reader, followed by a statement of what this article will cover).
3. Present your information clearly and concisely following a logical progression.
4. 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 the point of view you are presenting.
5. Include a footnote that enables the reader to contact you. Some publications may accept a brief biography here.
6. Have a few people proof read your article and provide an honest critique so that adjustments can be made prior to submission.
Submitting your article
There are hundreds of publications and website that may accept your article. The logical place to start is your local newspaper. They are always looking for interesting items to include that are of local interest. If your item is newsworthy or has a wider interest and is well written, definitely submit it to your larger regional newspaper. Once you have determined the best places to run your article that will be read by your target audience, contact the editorial department for contact name and details. Email your article clearly identifying the author and contact information. Including a relevant quality high resolution photograph (not just a cut and paste from the web or similar) will also enhance the chances your article will be published. Bear in mind that your article may be edited. You may also be contacted for interview to further expand on what you have submitted. Your article can also be submitted to relevant trade and special interest magazines and to hundreds of online article directories.
Article checklist
-Where will your article appear?
- Who will be reading it?
- What do they want to know?
- What is the one idea you wish to convey?
- Have you written from the readers perspective?
- Does the headline compel the reader to read on?
- Is it informative?
- Is it free of jargon- Is it believable? (Use testimonials, quotes etc)
- Is your contact information or bio included at the end so you can easily be contacted?
Someone once said “it’s not what you know, but who knows what you know”. Presenting your knowledge to the world using articles is a powerful way to become known and build your health practice and reputation effectively. The best thing is it’s free!
I am always available to proof read your articles. Feel free to email me at krishna@vitalityoptions.com.au and I will be happy to offer feedback.
To your health practice success….
Krishna
Posted in Uncategorized | Tags: articles, client attraction, editorials, free promotion strategies, how to tips, writing | No Comments »
