Rule 1. Purpose of Your Practice
When we ask therapists this we get a range of answers, including:-
- To enable me to work when I want.
- To have financial freedom.
- To work from home to spend more time with my family.
- To earn good money whilst helping others.
- To do something worthwhile with my life
All of the above are perfectly acceptable and even admirable but unfortunately they are doomed to failure. Because amazingly we discovered that all successful therapy practices tend to share similar values when it comes to their purpose for doing business.
Therapy practices whose highest purpose is to ‘add value to the lives of their clients’ are the practices that excel.
This passion to add value to your clients lives needs to come across in every ‘touch point’ i.e. every point of contact that the potential client may have with you and your practice. This means you have to have this consistent message on your website, leaflets, adverts and even on the phone. So in essence stop talking about you, your qualifications, how well trained you are, the initials after your name or the professional associations you belong to. The potential client is not interested at this stage they want to hear how you are going to solve their problem. Once you have convinced them of that then all the rest become relevant.
Why is This?
So you need to make sure that in every bit of marketing that you do the purpose comes across. Your prospective clients need to see that you have their welfare as the focus of everything you do. If you achieve just this one thing you will find clients beating a path to your door.
Now for the next golden rule for therapy marketing Rule 2 – 3 ways to grow your practice.