When did you last take a step back and truly think about what’s special about your practic? What makes you stand out from your peers?
It’s about differentiation rather than about competition. We firmly believe that there is enough business for everybody. Some people will resonate with you and your approach to your practice, some people won’t. And that’s fine. The challenge is to do things to help your ideal clients find you.
To begin, you need to be very clear about your story. You can break this down into the following 3 components:
1. What do you offer
If you’re reading this, we’re assuming that you’re a homeopath. Think of your profession as your tool. What is it that your tool enables you to provide for people? How does homeopathy benefit your clients? This is another way to think about what you offer, that may better communicate how you add value, to people who aren’t sure exactly what homeopathy is.
2. Who is it for?
The more you can narrow down your target audience, the easier communicating to them will be. Figure out exactly what their needs and concerns are, and you’ll be able to address them. People will also find it easier to refer you when they come across friends and colleagues who fit the description of your target audience.
3. Why should they care?
What is it about your practice that can help the right people pick you over somebody else? What sets you apart from the other homeopaths that provide exactly what you offer and to the same audience? It may take some soul-searching but, we all have this special something that makes all the difference. You could ask some of your happy, long-term clients for their feedback too – it’s always interesting to hear other people’s perspectives. What they say may affirm what you think and it might also surprise you and highlight something else that you can be emphasising.
You could ask some of your happy, long-term clients for their feedback too – it’s always interesting to hear other people’s perspectives. What they say may affirm what you think and it might also surprise you and highlight something else that you can be emphasising.
Once you’ve defined these 3 things, you can apply them to all your marketing activities and materials.
These things can form what is often referred to as an ‘elevator pitch’, i.e. a short sentence summarising your business which, would compel somebody to want to find out more.
They can inform the tone in which you write – on your website as well as in your email campaigns, as well as your updates on Facebook and Instagram if you use them.