In this week’s blog post, Marketing Teacher and Business Mentor Lisa Barber at Roots and Wings, is helping you make your therapy business sound different.
“It seems like everybody is a therapist these days.”
No matter how confident, ambitious or experienced you are, when you start out as a therapist and take time to get to know ‘the competition’, it’s inevitable that you’re going to have this thought at some stage. Take a closer look, and it can feel like everyone is saying and selling the exact same things as you, can’t it? Self-doubt and insecurity quickly follow as you wonder ‘How on earth am I going to stand out? Why would clients book with me when there are all these other therapists to choose from?’ Can you relate?
When you’re looking to grow a business and build your client base, knowing how to get your unique approach across is a challenge for anyone. We’ve all been there, and if you don’t want to sound like all the other therapists in town, learning how to set yourself apart becomes vital.
How to find the right words to describe your therapy business.
If you’re struggling to find a way to sound unique, think about which group of people you’re taking a stand for and how you can help them. Let’s look at an example, so imagine your ideal client is a busy mum and that you offer bodywork. Instead of reaching for your go-to words like ‘relaxing’, ‘rejuvenating’ or ‘therapeutic’, ask yourself what her idea of ‘relaxing’ looks like.
For starters, she’s probably craving some ‘me time’. Yes, she loves her children. But what she wouldn’t do for some time out from school runs and phonics, from pampers and CBeebies and from Lego and laundry. Make a list of all the daily stresses she’s looking to get massaged away. Maybe she’s exhausted by the incessant ‘Mummy! Mummy!’ cries. Perhaps she’s broken by the lack of sleep and the 5am starts. Maybe she’s tired of never having a moment alone. And now you can start to put these realities for your client to good use.
Instead of a picture of a lady lying on a massage table with the caption Come In And Relax, you could replace it with a headline like The Ultimate Child-Free Zone. Instead of Let Go of Your Stress, how about 60 Minutes Of No One Saying “Mummy!” or Where Late For School Stress Melts Away. Rather than Find Your True Authentic Self, let’s try Stepped on a Lego Brick? I’ll fix you.
Once you get clear about the frustrations and yearnings of your perfect clients, it’s far easier to talk about how you can help them in a way that’s relatable and approachable. You can use phrases that are relevant to their everyday lives. And relevance is the first rule in marketing. When your headline and words speak directly to someone’s situation, you will have their attention. You’ll stand out in a way that makes your ideal clients say, ‘Thank goodness you exist! Now let me grab my diary. So just how soon can you fit me in?’
About Lisa Barber
Lisa Barber is the creator of ‘How To Market Your Holistic Practice’ www.rootsandwings.biz/fht
Which helps sales-phobic therapists to attract clients who’ll pay their prices. If you’re feeling in the dark about how to promote your business without being salesy, visit Lisa’s website for no-cost strategies that work.