Marketing To Stand Out

Are you feeling stuck when it comes to how to promote or  market your practice?

I've got an idea to help you stand out as one of your community's very best small business.

We want our efforts to be effective, without spending a ton of time and money on advertising.

And we certainly don't want to come across as sleezy, pushy, or desperate.

So what's a clinic owner or provider to do?

I'll Share 3 Powerful Strategies For Effective Marketing:

Marketing Strategy #1: - Portray Trust + Precision:

Instead of asking: “what type of marketing is cheapest or easiest” ...

Ask yourself:"What feeling do I want my prospects to get as their first impression of me and my brand?”

(Before they even get to know us, prospects have a certain idea about what our brand is all about.) 

They base their perception of us on where and how we market our practice.

We want prospects to learn of us, and quickly move to TRUSTING us.

We want them to be confident we are the BEST option for their needs, clinical goals, and desires. 

(Notice I didn't say, "for their budget.")

How Do You Market Your Practice?
Is the message you're sending that you're an "Affordable" business?
Are you a "volume-based business", leading with your "New Client" special rate?
(this is what I call an Open To The Public Practice™) 

Or do you show up as a Precise Private Practice®? 
(this is a practice that leads with value (not focused on volume)

A PPP practice focuses on delivering extraordinary results, client experience, and outcomes, rather than enticing clients to book because they'll get a "good deal" or "that's a great rate!".)

To choose marketing that builds a new prospect's trust of you even before they know more about you...

Do This / Not That:

1. Be featured as a guest on Podcasts, Media, Interviews / Do NOT be a hidden secret.
2. Share your message of resultsat premium prices / Do NOT focus on providing 'affordable' fees.
3. Up-dated Website for more effective messaging / Do NOT use flyers on bulletin boards or discount directories.
4. Craft your message and Contribute Articles to Media / Do NOT wait for people to figure out what your business is about.
5. Crerate + Deliver Unique experiences / Do NOT lead with discounts, sales, and coupons.
6. Create Helpful Videos / Do NOT create cheesy or cliche social media posts or ads.
7. Incorporate Public Speaking, Teaching or "Faceless videos" that show your expertise to attract dream Clients / Do NOT use hard pressure sales to 'convince' people to book with you.

Your Clinical Approach:
When you're seen as a provider who's on the leading edge of therapeutic approaches, someone who stays current on science-informed research, and is able to support clients with a 100% guarantee on the clinical outcomes, your practice will absolutely stand out from the 'noise'.

Always deliver 100% efficient, effective elegant experiences and before you know it, clients will hear about you as a PREMIUM PROVIDER and beg you to be invited in as a client.

Marketing Strategy #2: Be Unique 

Can you define the 3 top reasons people choose YOU over other clinic or provider options that provide the same results as you do? 

(Notice I didn’t say, compared to "others who provide the same service”.
t's about comparing outcomes, not modalities or professional designation.)

This is where my concept of Unique Appeal to Clients, or UAC, pronounced "yack", comes in.

We want (need) to give clients a reason to yack about us to their friends and other health care providers because:

a)  WE are different

b) We provide different results.

c) We serve different through our unique therapeutic approach.

• What makes YOU stand out?
• What unique niche do you serve based on their clinical goals, symptoms, diagnoses, hobbies or psychographics?

(For example, I'm the pain relief specialist for people who have chronic migraine and persistent neck or back pain ... What makes YOU stand out?)

(PLEASE: Share 3 ways you’re different in the comments below)

Consider the benefits that come from your approach and how those differences provide more value (and results) to your unique, dream client or prospect, with LESS effort, time, energy, and stress, than other options available to the client.

(Include emotional and logical reasons.)

It’s true when they say, "People buy with emotion and justify it with logic."

For example, in my practice, one of our UAC's is we offer a 100% Guarantee.

This 100% guarantee makes us extremely different, because… ya know, who else does that? (Especially in health care?) I personally believe offering a guarantee is the most ethical thing a service provider can do, because it shows we stand behind our work.

What is the emotional benefit to clients to work with you?
You can tell them:
“It can be scary for a client to try a new provider, but we’ll be with you every step of the way to be sure you get exactly what you need and want.”

What is the logical benefit to client?
“Even if you’ve tried other options in the past that haven’t worked, there is no need to worry that working with us may turn out to be a bad decision. I'm so confident, that I'll share with you how our guarantee works, and if by some unusual chance, you’re not thrilled, you won’t pay.” 

Once you know your top 3 Unique Appeal To Clients differentiators and how they benefit your clients, both emotionally and logically, use them in your marketing.

Speak about your U.A.C.s, write about them, post about them and brag about them, everywhere.

Clients seek experts and specialists who stand out from the crowd.

Marketing Point #3 - Give Back:

Include a philanthropic arm to your service-based practice. 

Studies show that clients appreciate doing business with businesses that support worthwhile causes.

It's proven that most people often spend more money with the service provider when they know a portion will go to a charity or organization they believe in.

Think about a local, national, or international organization you strongly support, and decide if it makes sense to choose to recognize them as one of your company's beneficiaries.

• Could you donate a portion of proceeds each month, quarter, or annually?
• Could you volunteer a number of services each month to a special population?
• Could you donate or offer partial or full scholarships?
• Could you sponsor another business's organization?
• Could you sit on their board?
• Could you promote them to your audience to support them by exposure?

Here's an example of two philanthropic aspects in our San Francisco clinic:

1. We donate a portion of proceeds to the American Foundation of Suicide Prevention and Awareness. (In honor of my mom who suicided during a deep depression from being bipolar)
2. We donate over $2500 in therapy services, each month to a specified group of people in our local community through our  WeGiveBack  - Give To Get Gold monthly marketing campaign.

So there you have it!  

3 Marketing Strategies To Design (& have) Your Dream Practice.

(without slimey sales, expensive ads or funnels)

If you like this as a start to markleting your practice, but want much more strategies on how to market your unique practice,I have 2 options to support you more.

1) Join the other practice owners in my Client Creation + Marketing Program where you will learn a new Marketing Strategy every week.

The CC+M  program features ways to easily attract your Precise Dream Clients without paying for ads, building crazy funnels or posting all day on social media.

2) Add yourself to our WIATLIST for Give-To-Get-Gold WeGiveBack Community Outreach Program licensed program.

(We limit the license to one professional designation per city.)

Did you find this blog post helpful?
Please Share & Comment...

We would love to read your comment below about how you'll apply these strategies in your practice?