"Marketing Therapy." Grow Your Complementary Health Business

An overview of what to expect in Section 2

In this lecture, we look at what our true duty is to our clients.  They must find us valuable before we receive value from THEM!  This will involve allowing them to fully understand what we have to offer.  This goes far beyond giving them a price list!

Marketing is the way that many clients get to know about our business - and it comes in many different formats.  However, a couple of fundamentals are still misunderstood by most business owners... this lecture will explain.

One of the components of positive business growth is how often (on average) a customer returns to the practice.  This is often a delicate balance for a Complementary or Alternative health practice.  What are the fundamentals here?  And can we address this issue within ethics, professional standards and morals?

Why do some customers make one or two purchases - never to be seen again?  In this lecture, we overview the fundamentals of keeping customers on our books for as long as possible.  The other way of looking at it is: Make sure we don't lose them!

A quick overview of what to expect in section three

Here's where we start getting into the nitty-gritty... Establishing why a client would use you and your practice; what makes your practice unique - and understanding the true job of marketing... which is merely to attract enquiries.  Nothing more!

In this lecture, we look at how to put together promotional material.  There are some basic rules to follow from a creative point of view... PLUS a set of rules set by advertising standards authorities.  Follow both sets of rules and your promotional material will attract those enquiries effectively, ethically - and legally.

The most effective and cheapest way of getting new people to call your practice... referrals.  And yet very few practices take advantage of what clients are doing already.  Almost no practice supports and encourages referrals to happen.  This lecture looks at a simple technique to potentially create a 'tap' ('faucet') to control as many (or as few) new clients as you want.  As you will hear in the lecture; "Get this right and you may not need to do ANY other marketing again!"

Not everyone's cuppa tea!  However, done well, business networking can be an extraordinarily lucrative part of your marketing.  Many people hate networking because they don't know how to do it well.  This lecture will reveal all!

This lecture explores how you can leverage one or two relationships in order to access dozens or 100's of potential new clients.  The technique of joint venturing is an absolute must for local businesses.

It's not going away - this 'technology' thing!  Surprisingly, the same basic marketing principles apply online as well as when you use more traditional methods.  This lecture uncovers a number of specific techniques that your social media and online presence can't do without.

This is an 'extra' module.  A client of mine told me off for not including this in the course.  The lecture tells of a specific promotional idea based on the question "What else could you do for the money?".  My client in Hampshire was inundated when she did this!

A quick overview of what to expect in the following lectures that make up section 4.

This lecture explores how important it is that the customer knows what is available.  Too many therapists are worried about letting clients know what's available - they don't want to be too "salesy".  This is a good thing - until it stops you from being transparent and clear about all the wonderful things you can offer.  If a client ever says "Oh - I never knew you did THAT!", then you have not served them properly!

In this lecture, we explore how 'Price' is only ONE aspect of perceived value.  You will learn that - when every offering (or product) is exactly the same, then price becomes important.  However - nothing is EVER the same offering.  What can you do to add value - so that your price is less of a feature?

Don't be put off by the fact it has 'selling' within the word.  'Upselling' is simply the name of an approach that is based on helping clients make the right choices for them.  In this lecture, we find out what we can learn from McDonalds (yes the burger chain!) - and why upselling is part of our DUTY to our clients!

And there's that pesky 'sell' word again!  Relax... this lecture follows from the previous one in how to help clients make the right decisions for their particular circumstances.  Done properly, you could avoid disappointing your clients by failing to reveal what else is available!

This lecture will help you look at different levels of value that you could offer.  Explore how you could add a VIP or First Class version of your service for clients who want the 'reassuringly expensive' version.

A quick overview of what to expect in the following lectures that make up section 5.

An important component of business growth is how often a customer returns.  However, many therapists rightly worry about how (or even whether) they should encourage their clients to come back more often.  Surely a therapist's job is over once the clients attains the outcome they want?  This section explores the ethical and responsible options to increase your client's value to your practice.

Here we explore the three or possibly four revenue streams that exist beyond the remedial or initial therapy.  Add these services to your portfolio and your practice's revenue cannot help but soar.  And all ethically, responsibly and in the client's interests.

One of the most important business assets is an up to date and serviceable database.  Whether a simple list - or a full proprietary CRM software system, the database holds within it an absolute goldmine.  Understand how to use it and you will benefit handsomely.

When we haven't seen a client for a while, it's easy to assume that they have moved away - or simply don't want our services anymore.  However, a couple of simple techniques will have your 'lost' clients coming back to your practice in their droves.

When clients feel a sense of belonging - either to an interest group or a 'club', then they often are happier to go along with the club's suggestions.  This lecture explores how you can broadly (or specifically) categorise clients and then speak to them in 'their language' to positively and ethically influence their purchasing habits.

A quick overview of what to expect in the following lectures that make up section 6.

As our final 'pillar' of business growth we must ensure we are not losing clients.  It's no good attracting clients only to find we are losing just as many - or more - from our database.  Learn why this is an equally important element of business growth as the other three pillars - and some of the approaches to keeping clients.

Despite the potentially negative connotations of the words 'Tie Ins', this lecture will help you identify how to create loyalty in your clients by helping them stay 'faithful' to your practice.

All too often a business will contact its clients and customers only when it is trying to sell something.  This lecture looks at the relationship-building effect of contacting clients with something of interest or value to them - just because you can!

Working out your 'Average Customer Lifetime Value' will allow you to make clearer decisions about your practice, your marketing, and how many clients you actually want.  Supported by a handout, this lecture is extremely important to the serious complementary therapist's business building aspirations.

One of my favourite stories.  Learn how Gervaise, a small business owner (hairdressers) used all the principles mentioned in this course to catapult his business growth.  And he makes it look very, very easy!

A heartfelt thanks from Andy.