Posts Tagged ‘Free Publicity’
Newsletter Writing Obstacles and How to Overcome Them
March 6, 2010 | 
Author Relationship building is at the forefront of how we interact with our customers. No longer is promoting your business about who can grab the most attention in the loudest way. It is about how we make genuine connections with our clients or audience – your audience – that wants what you offer and recognises they need you. Regular newsletters help nurture this relationship. This week’s newsletter looks at 5 of the most common obstacles to doing them and offers tips on how to overcome them.
Obstacle 1: No Time
Yes, newsletters do take time. In fact, marketing takes time. The upside is that if you consistently make time for it, you will fill your appointment book. Newsletters are one of the best ways to build a relationship with existing clients, educate them about what else you can offer, and generate referrals.
Overcome time restraints – by keeping it simple. A single page newsletter is perfectly fine. Just one feature or story (500 words which is about half a page). You could include a promotion or product feature, or perhaps a case study/testimonial. Inspirational quotes from your favourite personalities add a nice touch.
Obstacle 2: No Computer Skills
Yes, this is still common, even in this day and age! But there are a number of remedies available for the technophobes out there. Read the rest of this entry »
Posted in Uncategorized | 
Tags: client retention, Free Publicity, Massage Marketing, newsletters | 
25 Comments »
10 Ways to Use One Article as a Marketing Tool
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 Forget static websites, they are a bit like an outdated brochure that no-one picks up!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 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 »
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 »
The Top 3 Mistakes Health Practitioners Make When Trying to Attract More 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
Posted in Uncategorized | Tags: branding, client attraction, editorials, Free Publicity, how to tips, promotion | No Comments »
7 Tips to Build Your Business During a Recession
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 »
What Have You Got In Your Hand? The Key to Your Thriving Health Practice in 2009…
Don’t you love fresh starts? The chance to bid farewell to the old and create something new? That’s why I find new year’s so refreshing.
When shedding the old, the key is to hang on to what has worked well for you and discard, or change what hasn’t. I have to confess that I haven’t stayed in touch with people as much as I would have liked last year, but this year will see that change. Which brings me to the topic of this blog – what have you already got in your hand (seed) that if nurtured will make all the difference to the success (harvest) of your health practice this year?
Your existing database. Your database probably falls into one of these categories:
- Database? What database?
- I have some bits of paper with names and addresses somewhere…..amongst the rat droppings and cockroach poop…
- Incomplete database. I started one but got distracted by something much more fun….
- You have a database but don’t use it.
- You have a database and are regularly in contact with those on it.
I can relate to all of these, and have been at each point at different times. But, I promise you that those who answered number 1, will not have the success that the number 5′s are having.
Today I want to encourage you to bite the bullet and get your data base in order. Here is a simple checklist, so your can start planting that seed and reaping your harvest.
Create a manageable file of all leads and clients alphabetically. Ideally this will be on your computer into Outlook, Excell or Access. If you don’t have a computer, an card system from your office supplier will do. (If you are too busy, pay someone to do it for you).
Categorise you clients into A, B, C, D. This could mean your most active are A, or those that spend the most per session for example.
Create a marketing plan for each segment. Keep it simple so it doesn’t overwhelm. This could include sending a regular newsletter, sending a promotional postcard, or staying in touch for birthdays and Christmas.
Activate your marketing plan. Without it you won’t thrive, in fact you probably won’t survive.
If you are thinking you can’t be bothered or it’s too much work, ponder this: 68% of clients go elsewhere because of indifference. It also costs at least 10 times more to attract new clients, than work with existing ones.
Additional success tips when working with your database:
- Keep your lists as current as possible (sending a Christmas card to someone from 5 years ago probably won’t be effective, but may be insulting!)
- Make sure what you send is relevant. (Sending your male clients info about the latest womens’ festival is just plain silly!) Classifying your lists will ensure relevancy
- If using email be sure that you have permission to send otherwise it may be considered spam and is illegal and you can be heavily fined.
- Use an email and newsletter managment system such as icontact or aweber to create beautiful newsletters and email campaigns.
- Create personalised postcards and brochures at very low cost using Vistaprint. They offer a huge range of designs for a wide variety of stationery. I especially recommend their postcards which are very good quality. Looking professional at all times is important.
- Be consistent – regular contact ensures better results and more referrals.
Keep it simple, and enjoy regular contact with those you already know. Build relationships….it’s the way good business is done….and it’s enjoyable. If you don’t like interacting with people, you are probaly in the wrong industry!
To your health practice success….
Krishna
Posted in marketing | Tags: database management, Free Publicity, marketing, newsletters, promotion, success | No Comments »
What Have You Got In Your Hand? The Key to Your Thriving Health Practice in 2009…
Don’t you love fresh starts? The chance to bid farewell to the old and create something new? That’s why I find new year’s so refreshing.
When shedding the old, the key is to hang on to what has worked well for you and discard, or change what hasn’t. I have to confess that I haven’t stayed in touch with people as much as I would have liked last year, but this year will see that change. Which brings me to the topic of this blog – what have you already got in your hand (seed) that if nurtured will make all the difference to the success (harvest) of your health practice this year?
Your existing database. Your database probably falls into one of these categories:
- Database? What database?
- I have some bits of paper with names and addresses somewhere…..amongst the rat droppings and cockroach poop…
- Incomplete database. I started one but got distracted by something much more fun….
- You have a database but don’t use it.
- You have a database and are regularly in contact with those on it.
I can relate to all of these, and have been at each point at different times. But, I promise you that those who answered number 1, will not have the success that the number 5′s are having.
Today I want to encourage you to bite the bullet and get your data base in order. Here is a simple checklist, so your can start planting that seed and reaping your harvest.
Create a manageable file of all leads and clients alphabetically. Ideally this will be on your computer into Outlook, Excell or Access. If you don’t have a computer, an card system from your office supplier will do. (If you are too busy, pay someone to do it for you).
Categorise you clients into A, B, C, D. This could mean your most active are A, or those that spend the most per session for example.
Create a marketing plan for each segment. Keep it simple so it doesn’t overwhelm. This could include sending a regular newsletter, sending a promotional postcard, or staying in touch for birthdays and Christmas.
Activate your marketing plan. Without it you won’t thrive, in fact you probably won’t survive.
If you are thinking you can’t be bothered or it’s too much work, ponder this: 68% of clients go elsewhere because of indifference. It also costs at least 10 times more to attract new clients, than work with existing ones.
Additional success tips when working with your database:
- Keep your lists as current as possible (sending a Christmas card to someone from 5 years ago probably won’t be effective, but may be insulting!)
- Make sure what you send is relevant. (Sending your male clients info about the latest womens’ festival is just plain silly!) Classifying your lists will ensure relevancy
- If using email be sure that you have permission to send otherwise it may be considered spam and is illegal and you can be heavily fined.
- Use an email and newsletter managment system such as icontact or aweber to create beautiful newsletters and email campaigns.
- Create personalised postcards and brochures at very low cost using Vistaprint. They offer a huge range of designs for a wide variety of stationery. I especially recommend their postcards which are very good quality. Looking professional at all times is important.
- Be consistent – regular contact ensures better results and more referrals.
Keep it simple, and enjoy regular contact with those you already know. Build relationships….it’s the way good business is done….and it’s enjoyable. If you don’t like interacting with people, you are probaly in the wrong industry!
To your health practice success….
Krishna
Posted in marketing | Tags: database management, Free Publicity, marketing, newsletters, promotion, success | No Comments »
How Important Is a Web Presence?
I know this is a touchy area for some, because many health practitioners are technophobes. But if you’re interested in using your healing talents to help as many as possible, you need to reach out to others. Using online tools such as email and building an active web prescence can bring you a steady stream of clients who want your services. The web offers lots of ways to really leverage what you are doing by communicating with people who are seeking you out. It allows you to effectively at little or no cost to communicate with your existing clients as well as reach new ones. If you ignore the web, you are ignoring a simple business building tool that allows you to express who you are, how you work and what you can do for others.
Simple Web checklist:
- Use email to stay in touch with existing clients
- Submit articles to increase traffic to your website and build your profile as an expert
- Free directory listings can increase your website rankings and make you easier to find
- Use social marketing such as facebook to stay in touch with friends and associates and remind people you are there
Getting Started:
I recommend starting with one 500 word article (about half an A4 page) on a subject that would be of interest to your ideal client. Use this article to:
- Include in your newsletter (don’t have one? Start now…)
- Post on your blog
- Post as a ‘note’ on your facebook page
- Submit to article directories (this will direct traffic to your website if you have one and increase your online prescence)
If you would like more information on how to use some of these methods, drop me a line at krishna@vitalityoptions.com.au I will be happy to direct you to the right place – in fact it would be a pleasure!!!
Related articles:
