Don't Waste Your Money - 5 Questions To Quadruple Your Holistic Advertisement Resultsby Charlotte Irwin and Minesh Baxifrom
www.healersinabundance.com
So what is wrong? Does advertisement not work? If it doesn't, then how come companies spend billions of dollars in advertising? Let me help you with these 5 Questions which can help you minimize the risk and increase dramatically the results from your advertising dollars.
1. Who is my target market?
Define specifically what is the market. Be as specific as possible. Narrow it enough so that they can feel that you are speaking only to them. If you are too broad in your message, then it will not appeal to anybody. Maybe diabetes patients are best prospects; great make it clear in your headline. The key is to create a niche for yourself. Is there a group you feel attracted to in supporting and helping them? If this group can pay too, then this could be a niche. A number of healers want to help and fail to see if that group can pay for the services. There is a distinct difference in charity and difference and it is called profit. You should identify where your target market 'hangs out' and advertise in that media.
2. What is the problem that I solve for my target market?
People pay to get solutions not just because you are a nice, helpful person. You must articulate your value and make it known to them. If you help reduce stress, talk about it. People do not come for massage, reflexology, colonics or herbs. They come to avoid pain and gain pleasure. What specific pain or pleasure do you address? This will get their attention.
One of our clients provides Colon Hydrotherapy. The brochure headline is 'What is Colonics?' Colonics is not a problem for her clients. The problem is - constipation or irregular bowel movement. So the headline must talk about the challenge that the prospect has.
3. Are you speaking in your prospects' language?
It is amazing how many healers focus more on being cutesy in their message than speaking plain English. One of our business coaching clients had a business that said 'Therapy By Design'. Today she has changed her business cards and signage on the door. It does not pay to be creative and cute. Use plain English. There are a number of expressions which are common place in your industry. Unfortunately these are not well known by the lay person. If you want them to understand how you can help them, use their language. Avoid jargons and being verbose.
4. Why should they use your product or service and why you?
Here you educate your prospect as to the value your product or service provides and you teach them why they should come to you. Quantify every aspect of your product or service. Do not use words which have no meaning any longer. What does good customer service really mean? Be specific. Does it mean, you return calls within the same business day? Does it mean that you have a greeting area, your customers do not have to wait more than five minutes, the healing professional is certified and experienced and there is a follow up system to make sure they received what they asked for? As you can see, this is more clear and specific.
This is also a perfect place for mentioning testimonials. How many people have used your services? What are their comments? Again relate back to the problem you solve and be specific in the testimonial.
5. What is the next step or call to action? Just listing your phone number is not enough. How can they learn about your services and products without feeling that they have to be sold? Do you have information that is pertinent to their problem? How else can they verify your credentials without taking the big step of meeting you?
The advertisement should not focus on 'sale'. It should focus on the next step in educating them. Your goal is to collects leads and prospects that you can educate. Detailed articles and pictures at your website, informative emails and phone recordings are great examples of inviting the prospect to take the next step. We do this at our website www.HealersInAbundance.com by providing FREE offers so you can read articles that we email, CDs you can listen to and even an audio recording at our site.
I am sure if you take these steps, you will dramatically increase your response rate. FREE Offer:
1. Free Telephone class on Thursday, Sept 9, from 1-1:55 pm on 'How to Quadruple Your Advertising Results' Speakers: Charlotte Irwin, Center for the Healing Arts and Massage, Minesh Baxi and Steve Mackillop, Business Growth Advisors
2. Free Advertisement Evaluation Worksheet when you call us at 586-268-5444
For more information, please visit www.healersinabundance.com