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Building a successful and lucrative
practice is today as much about PR and marketing as it is about giving good
service to your clients.
But there is a way to raise your profile
without spending a fortune on advertising. All it takes is organisation and
some long term consistent time and effort. Not much to ask when your reward
can be a thriving business.
And business is the operative word, for you
are going to have to market yourself as a business, stealing the best and
most successful ideas off larger companies and using them to benefit you.
Becoming a business
Even if you are trading under your own
name, thinking of yourself as a brand will be
an
invaluable tool when it comes to publicity. A well defined brand can
instantly appeal to people on the same wavelength and helps people remember
who you are.
Think of all the big name brands out there - Virgin, Marks and Spencer, the
Body Shop, Amazon - they are all a lot more than just having a logo.
How to create a brand
Ask yourself who are you going to target - stressed out executives, worn
down mothers who need pampering, people recovering from injuries, companies
who might treat their staff as a perk?
If you are
saying "Well, I'd like to treat them all", stop. Take one group at a time and
build your niche there. Once you are established in that group you can the
move onto another, but in the meantime, it is best to put all your focus
into one area and really carve out a name for yourself.
Think
carefully about the people you want to appeal to. How old are they? What
sort of programmes would they watch? What books, newspapers or magazines
would they read? What sort of image is more likely to grab them - a pretty
poster describing the benefits of relaxation, or a bold poster offering the
ultimate pampering experience? Try and put yourself in their shoes and ask
what would get you to book a session?
This is
going to help you in two ways. First, you can tailor your marketing material
(brochures, posters, cards, and website if you have one) to appeal to them,
and second, when you approach the press, either via PR or placing an advert,
you will know exactly how to reach your target audience.
Now the
best bit
Getting
your name out and about
Public
Relations
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Read every newspaper and
magazine twice. The first time for pleasure. The second time to see where
your business can appear. Get to know your local press intimately - even
the free papers can be good sources of publicity.
-
Write a press release (or
paying for a press release to be written) and just sending it off is a
waste of time. Tailor each approach to each individual publication.
-
What is there that is
newsworthy about you? Can you tie yourself in with a news story that is
happening right now?
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Your press release should
ideally be one side of A4 letting people know what you do, where you do
it, and how much you charge for it. Remember to write it in a way that
would appeal to your chosen group, highlighting the benefits they will get
from an appointment. A good tip is to use words you think might appeal to
them, whether it's "relaxing", "empowering", "life changing", "pampering",
"cellulite busting" or "invigorating".
-
Think outside of the box.
Your local golf club magazine, old alumni newsletter, NCT monthly
publication - all these are wonderful sources of PR.
-
Don't pester. You'll get a
bad name for yourself. Keep your emails and calls to journalists for when
you really have got some news for them.
-
Offer something for free -
either to write an article on baby massage, tarot reading, or perhaps
offer a massage as a competition prize in a publication that your target
market reads.
-
If you do get some PR make
people take action by offering them something special if they book an
appointment NOW!
Marketing
On the premise that it's
easier to sell more to your present clients than to attract new ones...
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Ask for referrals. They may
not be referring people to you because it just hasn't occurred to them or
perhaps they are under the impression that you are just too busy.
-
On the same track. Ask your
clients for their help and ideas. You never know, you may just have the
head of a local radio station there on the table.
-
You can offer a loyalty
scheme where they get an extra long session (don't give them a free one,
make them at least pay the normal price) when they refer a new client to
you.
-
Take a leaf out of Airmiles
book and offer an extra long session when they've had a certain number of
appointments with you.
Local Networking
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Joining the Chamber of
Commerce isn't just for large businesses. You'll network; get lots of
helpful business advice and think of all those tired and anxious people
who might need your services.
-
Make yourself a mini
network by joining forces with perhaps a homeopath, a hairdresser etc and
agree to refer clients to each other. You can even have a group business
card printed to give out.
-
Join ready made local
networks like Business Network International and The Magenta Circle. Surf
the internet for a group that appeals to you.
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Taking part in the local
community, whether it's becoming a school governor, or heading up your
local Neighbourhood watch, not only gives something back to their local
area, but also helps promote you and your business in the local community.
You've got to get yourself noticed!
-
School fetes, Autumn fairs,
Christmas shows - these are all wonderful opportunities for getting your
name out an about by offering a massage as a prize, getting everyone to
fill in a form to enter. There you are - a ready made local mailing list
(don't forget to include an opt out box on the form if they don't want to
receive promotional mail).
Getting Results
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Devoting a little time each
week on a regular basis is the best way to get results. Work out how much
time you can devote to marketing and PR and timetable it into your diary,
just as you would any other appointment.
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Keep notes of who you spoke
to and what they said.
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Also keep notes of what
you've done and how it has worked for you. Before abandoning any approach
ask yourself if the problem was you (not enough effort or not enough time)
or the approach.
Spending money
Yes, of course you will have to spend some
money in the form of brochures, cards etc. But here are some points that
will make that money go further.
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When I start working with
clients I am always amazed at how many of them have had brochures and
business cards printed that are just sitting around gathering dust.
Although you do need to keep some the majority of them should be out there
spreading the word.
-
If you are spending money
on advertising it's always worth waiting until nearer the deadline for ads
when you might be able to get a reduced price.
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Don't forget to ask if
there's any possibility you can have some editorial at the same time. You
are spending your money in their publication after all.
Paula Gardner specialises in
offering consultations and coaching to small businesses and entrepreneurs
who want to build a thriving practice. You can read more at
www.doyourownpr.com , or you can talk to Paula on 07941 244343.
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