Shiatsu Practice Management 5: AIDA!
Making it with AIDA - How to tell the world about you and what you do.
Walk into a community centre, library, surgery, healthfood shop, anywhere that displays sales literature. Take what catches your eye. Note, for example, the leaflets in racks that show their message in the top two inches, so you can easily read them. Ignore the others, where you have to actually take the leaflet out to see what its trying to say.
Look at what attracts your ATTENTION
Glance down each of the leaflets, flyers, cards and ads. Which ones excite your INTEREST? What are the benefits of what they are offering? Does it appeal to you? Do the words/pictures make you want the product or service? Do they arouse your DESIRE? And is the next step clear – are you told how to satisfy this desire? Does it say what ACTION to take?
Think about what you want to say about yourself and what you have to offer. See it from the other person’s point of view. Do they know what the letters after your name mean? Do they care? Maybe, maybe not, but they do care what are the benefits to them.
Be clear - decide who you are (today!) and what you want to present.Vague ("Therapist" or "Bodyworker") or Confused? I have seen flyers and ads listing a dozen different therapies offered by one practitoner, from reiki to soul retrieval via holistic massage and moon dancing. Are you a Jill or Jack of all trades...and Master of Some? Are you focussed, or scattered?
Think of the person reading your stuff, the person who is looking for someone (you) to give them the benefits of training and experience, someone they can trust to look after them properly, someone they can think knows their therapy thoroughly!
Take a step back from your self: write what you have to say as if you were writing about someone else. Make it with AIDA - Attention Interest Desire Action, then put your ego in your pocket and ask someone else to read it before you go to print. And it doesn't matter whether its a business card, a leaflet flyer, a magazine listing, advertisement or brochure - make it with AIDA.
Where do you put it - well, all the above-named places to start with. Take some of their leaflets to put in your clinic - even if its just the spare room, its still your clinic.Keep some flyers/cards with you to give people. And then look for opportunities to give out: festivals, events, exhibitions....every opportunity that comes up, take it! and watch your practice grow. (ps don't be choosey - you'd be surprised where you can find potential clients: exclude no-one.)
Finally, please don't waste your creative efforts and distribution legwork- BE AVAILABLE when they call.... what is your purpose? to get clients, to give treatments, to make a living....all of this but right here and now you want someone to make an appointment, so you want them to call you. Your aim is to get the phone call, yes?
Do you know how often I've heard, after enough rings to test my patience, BT1471 answer..."the person you are calling is not available..." Hmm! Professional? I don't think so.
Best voicemail I've heard...."Thank you for calling the Shiatsu Practice....etc"
And answer every call right away without delay.
And watch your practice grow!
NEXT WEEK: Doing it with Doctors.
Read the whole series free with a click here
Keep up with Zen Shiatsu Society on Facebook
Walk into a community centre, library, surgery, healthfood shop, anywhere that displays sales literature. Take what catches your eye. Note, for example, the leaflets in racks that show their message in the top two inches, so you can easily read them. Ignore the others, where you have to actually take the leaflet out to see what its trying to say.
Look at what attracts your ATTENTION
Glance down each of the leaflets, flyers, cards and ads. Which ones excite your INTEREST? What are the benefits of what they are offering? Does it appeal to you? Do the words/pictures make you want the product or service? Do they arouse your DESIRE? And is the next step clear – are you told how to satisfy this desire? Does it say what ACTION to take?
Think about what you want to say about yourself and what you have to offer. See it from the other person’s point of view. Do they know what the letters after your name mean? Do they care? Maybe, maybe not, but they do care what are the benefits to them.
Be clear - decide who you are (today!) and what you want to present.Vague ("Therapist" or "Bodyworker") or Confused? I have seen flyers and ads listing a dozen different therapies offered by one practitoner, from reiki to soul retrieval via holistic massage and moon dancing. Are you a Jill or Jack of all trades...and Master of Some? Are you focussed, or scattered?
Think of the person reading your stuff, the person who is looking for someone (you) to give them the benefits of training and experience, someone they can trust to look after them properly, someone they can think knows their therapy thoroughly!
Take a step back from your self: write what you have to say as if you were writing about someone else. Make it with AIDA - Attention Interest Desire Action, then put your ego in your pocket and ask someone else to read it before you go to print. And it doesn't matter whether its a business card, a leaflet flyer, a magazine listing, advertisement or brochure - make it with AIDA.
Where do you put it - well, all the above-named places to start with. Take some of their leaflets to put in your clinic - even if its just the spare room, its still your clinic.Keep some flyers/cards with you to give people. And then look for opportunities to give out: festivals, events, exhibitions....every opportunity that comes up, take it! and watch your practice grow. (ps don't be choosey - you'd be surprised where you can find potential clients: exclude no-one.)
Finally, please don't waste your creative efforts and distribution legwork- BE AVAILABLE when they call.... what is your purpose? to get clients, to give treatments, to make a living....all of this but right here and now you want someone to make an appointment, so you want them to call you. Your aim is to get the phone call, yes?
Do you know how often I've heard, after enough rings to test my patience, BT1471 answer..."the person you are calling is not available..." Hmm! Professional? I don't think so.
Best voicemail I've heard...."Thank you for calling the Shiatsu Practice....etc"
And answer every call right away without delay.
And watch your practice grow!
NEXT WEEK: Doing it with Doctors.
Read the whole series free with a click here
Keep up with Zen Shiatsu Society on Facebook
posted by Kris Deva North at 4:54 AM
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