I don’t know about you, but I find email junk mail really off putting so when we are told that we really should be doing “email marketing” or newsletters to build our practice it can really make me cringe!
For my early homeopathy practice, I started emailing my community in 2012 when I hired my first coach. One of the first things she encouraged me to do was start a newsletter.
“You have to educate people in what you do”, she said.
“You will get repeat bookings from old clients”, she said.
“People need to be reminded that you are still in business”, she said.
After seeing so many examples of bad newsletters and having such a strong aversion to receiving junk email, quite frankly I didn’t believe this. Despite being sceptical and freaked out at the thought of putting myself out there in this way, I took a deep breath and tried it out – after all, I had invested quite a bit of money to work with her.
Looking back now I can see that there was a myriad of good things that have come from emailing my community and I’m going to share a few here with you in the hope that my experience may also benefit your practice:
1) Newsletters encourage former clients to come back for repeat sessions.
Bluntly, newsletters remind people that you exist. How often have you hired someone for a one off service one off when you needed something then walked away and went back to normal life not really having them on your radar any longer?
I can recall being recommended a fantastic naturopath years ago who I saw for a few sessions – now I no longer really remember her name or know where she is now. On the flip side, I hear from one of my old tutors at college every now and then, and when I receive her email I always think how great her sessions were. If I need them again she’s at the top of my mind.
By emailing valuable information about things your community are interested in you’re also gently reminding people that you are still there, in business, available should they ever need your services again.
2) Newsletters attract new clients.
My very first newsletter in 2012 was an article about hormones. That email was forwarded from London to a lady’s aunt in Florida who then forwarded it back to someone in Hertfordshire who became a Skype client!
At that moment I realised my coach had been telling the truth about newsletters. When people receive information that could help their friends or family they are likely to pass it on – another form of word of mouth advertising in a way.
3) Regular newsletters can encourage existing clients to see you regularly.
In the short session that you are working with someone there often isn’t enough time to talk about all the other things you do in your practice that could help them in other ways. By continuing the conversation beyond the consultation you can demonstrate the ways that you’re able to help people. I remember writing a piece about iridology a few years ago, and an existing client responded to the email and booked an iridology session in with me.
4) Newsletters will grow your community – and your client base – over time.
If you’re offering content that can inspire and educate people, your emails will be forwarded to others who might benefit from that information. Some may book in straight away like my client from Herfordshire, whereas others may just add their name to your mailing list to continue to learn more from you. As you grow your community and they get to know you over time, you’re likely to find people are inspired to work with you.
If you’d like to create a busier practice and are looking for a simple way to do that, I hope these thoughts have helped, and might give you a little inspiration to give newsletters a try. I found it a scary thing to do at first, but one of the most rewarding and effective things to build my practice.
Keri is a kinesiologist and homeopath, and the creator of The Web Joy Academy – an online resource to help heart-centred pracititoners to get confident with tech, and create a professional web presence they can be proud of.