Writing strong client attracting content is not always as easy as it looks!
A question came up in one of the online groups I belong to, regarding a clinicians online profile for their counseling private practice. They were not getting the results they wanted and asked the group for feedback. The following feedback was so helpful that I decided to make it a blog post to share with everyone.
First, you have to know who your target audience is. So I took a minute to compare who the group member was looking to attract into their practice versus the the demographics for the zip code where their practice was located. These types of snapshots give you information on culture, education, kids or no kids, median economic levels, and buying habits (watches money/ uses credit/ values self help/ etc).
** This is why I’m not quick to tell someone they can build all cash or that they have to take insurance. There are a few factors that go into building a business. Where you are located makes a difference in how you might have to market.**
Second, look at the results to form the foundation of your decision. Here is what I shared. I hope this also gives you something to think about when you are writing your online content (website, directory profile, social business pages, etc.).
“So there is opportunity for you to get your requested income. However, you are going to have to be very clear on the problems you solve, your methods for achieving results, and why there is value in working with you. You will definitely need to make strategic connections in the community with people who see value in your work and are willing to pass your information on.
On your profile, consider getting more specific in your message by narrowing your focus. If you could have a practice filled with just 2 specific challenges, what would that be? Then tailor your message to that audience. Right now, that profile is a bit general.“
**Side note: there is nothing wrong with being a generalist, if that’s what you desire or that’s what your town calls for. However, it makes it difficult to have a tailored marketing message, unless you have a team of people to help you. McDonald’s serves billions around the globe. However, they also have the $$$$$ and people power to have multiple marketing messages running at the same time all around the globe. When you are a small business or solo-preneur, you might have to work your plan differently. So picking 1-2 areas to focus your marketing on at a time is best.**
Addition tips that I shared for writing better online content…
1. Your opening paragraph is a time to connect. People feel connection when they feel you understand their issues. Show that you understand their concerns. What are the client’s biggest concerns? (both mental health wise and possibly privacy. Privacy would be a good reason to pay cash. No medical record recordings involved.) **This clinician wanted more private pay clients.**
2. What is the possible benefit received from working with you as it relates to the above concerns? Your current profile focuses on you. It should focus on what they might get from this experience and how that could potentially change their lives/ relationships/ family/ career, etc.
3. Some of the interventions you mention that you use actually have research backed proof that it works a high percentage of the time. You might want to incorporate that, instead of just listing the interventions and that’s it. Names and abbreviations of interventions alone are confusing to the general public, usually.
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If you need more help developing you client attracting content, just contact me! I can help you develop content for your website, newsletter, or any other social media platorm. Click –> CONTACT