Do Your Ideal Clients Really Understand What You Are Offering and Selling? How to make sure your ideal audience understands what your selling. To ensure you are not just selling the modality or techniques you use.
With so much information overload, it is easy for your ideal audience to be overwhelmed with choices of who to buy from. Your ideal clients just want to know if you can help solve their problems. They want to be able to see quickly if you offer the solution they want and need? But so many therapists and healers are confusing their audience about what they are actually selling. What solution they are actually providing.
Consumers want to be able to get the necessary information they are seeking as quickly and clearly as possible. Remember social media feeds are very busy and fast. People are impatient, even those who search on google for products or services tend to spend between 5-10 seconds on a website. Your ideal audience and clients want to find you and that information much faster than ever. If they don’t see the basic information they need on the front page of your website or social media, they will usually look elsewhere.
So it’s your job to make it easy for your ideal clients to find you.
It is your job to make clear what you offer, the solutions you offer.
It is your job to make clear your location and how they contact you.
The First Thing Your Ideal Clients Want To Know …
If You Can You Solve Their Problem?
If your marketing suggests you do, then only then are they more likely to look at your offerings. Look more closely at how you actually solve that pain point.
Many consumers will want to see some sort of evidence on your site or Facebook page to demonstrate you can actually do what you say. So they may check your about page, your qualifications, your reviews, or client testimonials.
If you just focus on trying to sell your modality, you’re usually losing out on a lot of potential clients and customers. Unless your client is a therapist or previous customer of your type of therapy, they may have little understanding of what your modality does. The reality is, there are thousands of different types of therapy, healing, and coaching to choose from today, the healing or therapy modalities is not what they are buying. They are buying a solution to their problem.
So how do you make your ideal clients understand what you do?
The truth is many potential clients don’t know the difference between NLP, Hypnotherapy, EMDR or the difference between Reiki, Bio-Energy, or Theta healing. Some people don’t even know the difference between guided meditation and meditation. For many years I got calls from clients confused with Reiki and Indian head massage, Coaching, and Counselling. Your marketing message has to be clear.
Once your marketing has instilled confidence that you can help solve their pain point. Then they usually want to find more information about the type of investment they are expected to make. Investment not just in money, but time and energy. If it’s a long-term investment in time or money they are more likely to want to know more about what they’re investing in.
How Do You Help Your Ideal Clients Feel Confident About Your Products?
With so many ludicrous marketing claims around holistic and wellbeing products. How do you instill confidence in your product without sounding too sleazy or salesy?
Well, one is to help them understand the origins or history of your products, therapies, or healing modalities. Make sure your about page gives information on the training and qualification you have. For some types of disciplines, brief information on who you trained with and how long your training was can be helpful. There is a huge difference between one therapist who does 2 days of Fast-Tracking training and another who does a 2-year training in the same modality.
If your clients suffer rare or chronic health challenges they may want to know your typical success rate. If your modality has been clinically researched on certain types of conditions, share links to medical research papers to demonstrate this.
The more transparent you are about your level of experience and your modality the better. The more you explain why your modality is extremely beneficial for a certain type of issue or condition, the more likely you are to build that know, like, and trust factor.
Effective Marketing Should Be So Simple A Child Would Understand
Both your branding and marketing should be so simple a child could grasp its basic elements. It can be tempting to use fancy jargon related to your field or areas of interest but most of the time this will just confuse your audience.
Your marketing in many ways should represent the essence of you and your business. Not just a carbon copy of what every therapist is putting out.
You are unique, so is your service. What makes you different? Your message, your gifts, integrity, and professionalism has to be conveyed in some way as part of your personal motto, especially as the market is becoming more and more saturated with dangerously poor watered-down training, therapists practicing, claiming to be, and even teaching therapies they have no or little training in.
Also, it is important to use discernment, when selling to clients, so many training schools claim their therapy will do this, that, cure this, that…When in-fact they often only help some conditions by a small percent.
Focus your marketing on your biggest successes not your maybe’s. The last thing you want to attract is unhappy clients or customers. If you know without a doubt your therapy can alleviate something you may want to offer a money-back guarantee.
Use Blogging To Build That Know, Like, And Trust Factor
Blogging is a great way to share your expertise and knowledge by explaining exactly what your type of therapy or module does or doesn’t do. You can use such a blog to share the years of experience or training you have in that particular subject. And to discuss popular issues that clients come to you with, that you therapy or technique helps resolve.
Encourage Clients To Write Reviews Or Testimonials
Testimonial plugins are a great way to demonstrate the kind words of your clients. Another way to get testimonials is through Facebook reviews when a client tells you they are very happy with their results. You can casually mention you do have a review section on your Facebook page or website if they feel comfortable about sharing. Obviously, depending on what you are offering it can be inappropriate to ask like clients for a review or testimonial. For example treating addiction, counselling, trauma…But sometimes even on these occasions some very happy clients will go and add a review without asking.
[This post was originally published January 2016 and was updated and re-published 4th March 2020]