Let’s face it. In today’s day and age, anybody who is really motivated can get the information they need to do just about anything.
You are not going to build a mega practice or sell a thousand products just because you know what you know.
I realize that you are probably thinking “Well then what in the world did I do all that work for; why did I work so hard to become an expert in my field; why did I work so hard to develop a program that really works?”
You see, all of that time and effort on your part was ABSOLUTELY necessary. You really do need to know what you know. You must know your stuff, and you must work hard to develop programs and products that really work.
The piece that really counts however, is that you must let folks know about it in such a way that is meaningful to them.
What you do… what you have to offer, should be marketed to others in terms of BENEFITS, not features.
People don’t want to know what you can do…
They want to know: “What can you do for me?”
Let me give you an example. In my private practice I’ve done several groups for Mindfulness-Based Cognitive Therapy for Depression. In preparation, I read countless books, studied mindfulness meditation for many years, and consulted with clinicians who were more skilled than me in that area. I put together a group that is top-notch; one that I know really helps people cope with and manage depression.
Sure, I could write up the group brochure and include a bibliography of my references and resume of my supervision and training. People with depression who are looking for a viable treatment might even think “Great job. She seems well-prepared”. However, do you think that brochure will get them to raise their hands to join the group?
I tried it. The answer is NO!
The day I started to sell-out that group (consistently for over 3 years) was the day I changed the brochure to include bullet points like:
- How would you like to learn how to avoid relapse into depressive symptoms?
- I’ll teach you the skills you need to identify the negative and self-destructive thoughts that may lead back to depression
- You will learn how to become more aware of your unhealthy thoughts and how to find healthy ways to work with them
- The mindfulness exercises you’ll practice in this group can also be used to help you manage your day-to-day life stress
Those are the kinds of things that sold out that group. Time and time again.
So… what can you do for your clients? Make sure you tell them — loud and clear!