Your marketing message is at the core of your ability to attract your ideal client to your private practice. It conveys to your ideal client that you are the best – and most desired – option for getting their problem resolved, and that working with you is going to be a rewarding experience.
It’s all about them and only about you to the extent that is needed to make your solution stand out from all the others.
The marketing message for your private practice is not a slogan or a tagline. It’s not a description of the services you offer and your hours of operation, or a listing of your credentials or where you went to school. It’s not your mission statement.
Your marketing message tells your ideal client that you “get” who they are and the problem they are experiencing, and that your unique approach, way of working or solution can help them to resolve it. A good marketing message does this in a way that makes you stand out from everyone else claiming to be able to help resolve those same or similar issues.
Your marketing message has a job to do for your private practice. Here are the five jobs your marketing message should be doing for your business:
Conveying The Work You Do
Your marketing message should convey the nature of your work and how you can help your client to resolve their problem(s). It should tell them why they can trust you with their personal and sometimes painful problems and concerns, and trust you as a person with whom to do business.
Attracting the Attention of Your Ideal Client
Your marketing message should resonate with your ideal client, hitting their “hot buttons” by using the same language they would use in identifying or talking about their problem.Using words that will “hit home” with your ideal clients to describe their pain points and the results – or relief – they want from working with you helps them to “see” themselves working with you and achieving the outcome they desire.
Differentiating Your Practice in the Marketplace
Your marketing message should make your practice stand out from others that may be offering a similar service. When you look just like everyone else, you give the client no compelling reason to choose you.People want to know that you “get” them and their problem, and that your solution or your way of working – among all the choices – is the best option for helping them to resolve their problem, issue or concern.
Repelling Clients That Are Not Suitable
There are some people who are just not suitable clients for your practice. Whether it’s a certain mindset that you prefer or circumstances that don’t mesh well, most businesses find that there are certain clients who are simply not a good “fit” for working with the business.
Clients who are not a good fit don’t get the success they want and often drain the business and the practitioner of time, energy and resources trying to make something work that was doomed from the start. Your marketing message should do such a good job of describing your ideal client that it “turns off” or repels the person who doesn’t fit that description.
For example, if working with procrastinators or excuse makers is a drain that you don’t want in your practice, make that clear by describing your ideal client using strong, clear terms, such as:
“I work with detail-oriented ‘go-getters’ who are ready to take immediate action” or by describing how you work with clients, such as: “you’ll have action steps to take between each session”.
Inspiring the Reader to Take Action
Your marketing message should inspire your ideal client to take immediate action to contact you. Your message should include a “Call to Action” (tell them what you want them to do after reading your message) and it should motivate your ideal clients to pick up the phone and call you or to fill in your contact form and send you a message.
Your marketing message is what attracts people to your practice. Review your message with these guidelines in mind to make sure it’s doing the best job that it can in helping you to grow your private practice, bringing you the clients and problem areas with which you most want to work.