Why Now is the Time to Step Up, Not Pull Back
by Linda Claire Puig, president, Claire Communications
As a therapist in
private practice, it may seem counterintuitive to increase your
marketing efforts when the economy is weak. The tendency is to want
to pull back. After all, it can be a time of belt-tightening, not
only for your prospective clients but possibly for you, as well.
Here are five reasons why now, with home foreclosures inching higher and layoffs beginning, is a better time than ever to market your services. I have also included some tips on cost-effective marketing during a slow economy.
1. People are in Transition
Some are laid off. Others are changing jobs or positions
(voluntarily or not). And some brave souls are doing career
makeovers--starting a business or going back to school or taking time
off. In each case, the key word is change. When people are
experiencing lots of change, they may need more support, advice or
consultations. From this place of need, they'll be looking for the
person who can help. Often the first person they'll turn to is the
one whose face they've been seeing on that newsletter all this time.
2. Anxiety Levels are Higher & People are Hurting
In a weak economy, anxiety levels rise, and folks need support of
all kinds. The anxiety may kick off a panic disorder, cause
insomnia, lead to depression or result in greater fighting between
couples. Increased worrying can eat away at self-esteem. In short,
people may need even more help than when the economy is robust. This
is the time to build strong, positive relationships in the
communities you serve. Also, in times of high stress or anxiety,
people are more open to your messages of being available for
support.
3. Clients May Leave
I've heard professionals say, I don't need to market; I've got a
full practice. However, if they're worried about their financial
situation, even longstanding clients may decide (rightly or wrongly)
that they cant afford your services. It can happen in less time than
you imagine, leaving you in the same place: worrying about your
finances. Whether you're used to a full client load or are just
starting out, consistent marketing means you'll be able to replace
departing clients quickly.
4. Not Everyone is Hurting!
Its so easy for us to fall into a collective worry pattern, spurred
on by doom-and-gloom media reports. But the reality is that not
everyone suffers during the economic doldrums. In fact, many are
status quo, while others actually profit from bad economies. Your
marketing needs to reach these people as well!
5. Marketing Works
If you're that one in a million independent professional who has
never had to market and has a voluptuous practice, yay! But the rest
of us have to do our marketing to let people know were available to
help them. If you want to have more clients in your practice or sell
more products, you must market. Why would you stop doing this, or
reduce your efforts, during an economic downturn?
4 Rules of Thumb for Marketing During a Slow Economy
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Get crystal clear about whom you serve. When you know your ideal client--including an understanding of that persons needs, gathering places, language, etc.--your marketing will be more targeted and more effective.
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Focus on your biggest bang efforts. Is it public speaking? Distributing your newsletter to targeted locations? Leading groups and inviting all your current and past clients to attend? Placing an article or column in your local newspaper? What is it that gets you the most clients for the least effort? Whatever that thing is, double your efforts in this area when the economy sputters.
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Consistency rules! A newsletter or ezine (or better yet, a printed newsletter AND an ezine) is one of the best ways to put and keep your message out there--before, during and after a bumpy economy. When people see a new newsletter from you every month or two, they connect your face with your expertise and availability over and over again. When they need support or advice, you'll be the one they call.
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Ask for referrals. Its just a question, right? Some people make it a habit to ask everyone they know for one referral. The more important habit is following up with those referred. A print newsletter is a great referral tool in that you can stack copies of your newsletter in the offices of all kinds of other professionals with a client base.
One Last Thought About Marketing
Marketing can sometimes be a stretch for therapists. You were trained to help people heal, resolve issues and grow--not to be a marketer. And yet, for your practice to thrive, you do need to market it. Your practice wont grow if you use the Field of Dreams approach: "Build it and they will come."
You can get the training you need at a very special, live event in May at Columbia University in New York City. It's called Day of Marketing, and I'm a co-organizer and speaker at the event.
At Day of Marketing, you'll learn from 10+ marketing experts--rather
than from your own frustrating trial and error--exactly how to build
a solid clientele and a thriving private practice. The event also
includes one-on-one expert consultations for everyone, marketing
makeovers, a creative business-building panel and more.
Day of Marketing takes place all day Friday, May 16, 2008, and half
a day on Saturday, May 17, 2008, at Columbia University in New York
City. Go to
http://www.dayofmarketing.com for more information
and to register.
Two Gifts for You
Thank you for the opportunity to share helpful information with you. I love supporting those who support others! Before I close, I'd like to leave you with two gifts:
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The first will help you market your practice more effectively starting right now. On the Day of Marketing website, you'll find the replay of a Q&A call we did on March 31, 2008. You can listen to it for free. On the call, many of the marketing experts who will be at Day of Marketing answered questions submitted by therapists and coaches...probably many of the same questions you have! It's chock full of excellent marketing advice.
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Because you're connected with Theramatch, if you sign up to attend the Day of Marketing, you'll receive 25% off ($120) of your registration. Here is the link for your special registration rate:
http://continuingeducation.tc.columbia.edu/default.aspx?pageid=134&PK=2062
ABOUT AUTHOR: Linda Claire Puig is a newsletter-marketing expert and a writer with 25 years' professional experience. She is president of Claire Communications, which provides solutions to busy therapists, coaches and other professionals who want to keep their name and expertise in front of the communities they serve. Her website http://www.newslettersfortherapists.com offers full-service, low-cost newsletters and ezines for therapists who want a valuable and easy marketing tool so that they can focus on their clients, not their newsletters. Ready-to-go, customizable newsletter articles are also available at http://www.articlesforsale.net. read more...
