Archive for Personalizing Your Materials
Marketing Material Tip: The use of "we" vs. "you"
Posted by: | CommentsIn marketing materials, and in particular your newsletters, health and wellness pros tend to use the word "we" when speaking to their reader.
"We all need to… " or "When considering XYZ, we must also think about…"
I find this to be habit of softening your opinion's effect and make it palateable to a wider audience.
The intention is good, as you want your message to resonate with as many people as possible, but it's largely ineffective.
It can also be an unconscious way of not standing out too much and avoiding the risk that not everyone will like what you have to say.
However, if you want to make your message memorable, you have to have an opinion.
Not a loud, pushy and obnoxious opinion (unless that's your authentic style) but an opinion that gives the reader a sense that you are taking a stand for what you know to be true and that you're not afraid to share it.
Your willingness to state your opinion actually gives confidence to your readers in your services and products.
Anything less weakens your message and frankly, makes you sound less confident about your expertise.
A better and more powerful way to present your work is to use the word "you."
This is more direct and speaks to the reader as if you are writing only to them. It really hits home and it's more personal. It's bolder, fresher and doesn't 'beat around the bush.'
And in the health and wellness field, most potential clients desire that wake up call. They need it in order to take the risk of investing in your services/products and chance giving their health goals another go.
One way to help you step into this more effective communicating style, is to imagine one particular person that you loved working with, who achieved great results working with you, and write to THEM.
Those who are similar to them will REALLY resonate with your words and those who simply aren't ready yet, won't — and that's actually perfect.
Speak directly to your readers, rather than speaking about them, and you'll have a greater impact.
To your success,
Karin
Like this quick tip? Then don't miss my weekly marketing material insights and resources for wellness pros here: http://mmmaven.com/newsletter
About the Author and WellProNet.org: Karin Witzig Rozell has been teaching health and wellness professionals how to grow their business since 2003. She started as a nutrition counselor who knew a lot about nutrition, but not a whole lot about business and marketing. After learning some tough lessons she cracked the code and now her passion is transforming practitioners into profitable business owners using the power of authentic marketing strategies. In 2009, she expanded her private practice and launched The Wellness Professional Network as the go-to place for practitioners to learn about making more money doing what they love. Karin lives in Upstate New York and works from home with her husband who also runs a successful coaching business.
3 Great Tips for Making Your Testimonials Attract Clients
Posted by: | Comments1. Highlight your best two testimonials
Put one at the top of your testimonial page.
And put the other at the very end.
Most people will scan your testimonials quickly and will remember the first and last one.
2. Always have a compelling, results-oriented headline for each testimonial
Most people will scan your testimonials (no matter if you have 5 or 20).
Make it easy for the reader to decide which one they will read and which one they will relate to by giving a snapshot of the testimonial in their respective headline or title.
3. Whenever possible, tell the reader who the person is in society
Of course, it's best if you can include your testimonial's full name, profession, city and state where they work or live and their website.
However, even if you can't share the full contact information for your clients because of privacy issues, you can still say who they are in society.
For example, if the person is a school teacher in a prominent town, you can still say their generic job description and the area they are from without specifically alluding to the town she or he is from.
"School Teacher, Westchester County, NY" instead of "School Teacher, Somers, NY".
The point is to help the reader see themselves in the testimonials, either by health issue overcome or by who the person is.
If you can do that, you're one step closer to attracting clients.
Feel free to look over my testimonials, and see examples of what I mean here: http://mmmaven.com/testimonials
To your success,
Karin
Like this quick tip? Then don't miss my weekly marketing material insights and resources for wellness pros here: http://mmmaven.com/newsletter
Ready to get going in your practice? Check out my Fast Start to Clients Program here: http://wellpronet.org/faststartguide It's not to late to join us!
Get Going Tip: DIY Website Design Options
Posted by: | CommentsSometimes, when you're just starting out, spending a few thousand on a website isn't in the budget.
Or if you're not sure about your message but you just want to get started, a DIY (do-it-yourself) option is perfect for the first few years of your practice.
Here are my top DIY website design services for getting your website up FAST and on a anyone-can–do-budget.
Here's how they work:
1) You pick a template
2) Customize the template with your copy, pictures, header, etc…
3) Publish it to the world wide web.
And get back to the business of growing your practice instead of fussing with web design.
Here are a few DIY resources to get going FAST:
1) Wordpress. com
(If you want a step-by-step course on setting up a wordpress blog and site check out my husband's e-course here: http://www.drewrozell.com/wordpress-in-one-hour/)
2) Yola.com
3) Citymax.com
If you're a physician, a DIY option is out of the question if you have busy practice. I suggest you 1) hire a marketing assistant who's only job is to execute your marketing plans, including project managing your website development or 2) outsource your website design to an all-in-one company who specializes in great looking and effective sites that have marketing elements included such as http://physiciandesigns.com or http://clicktoclient.com to get started.
Here's to getting out there and sharing what you know,
Karin
Like this quick tip? Then don't miss my weekly marketing material insights and resources for wellness pros here: http://mmmaven.com/newsletter
Ready to get going in your practice? Check out my Fast Start to Clients Program here: http://wellpronet.org/faststartguide It starts this week!
Marketing Material Tip: 5 minute online presence upgrade
Posted by: | CommentsHere's a quick way to make your blog posts and blog comments more professional, more authentic and give your online presence a human touch.
Add a Gravatar.
"Your Gravatar is an image (usually your professional head shot) that follows you from site to site appearing beside your name when you do things like comment or post on a blog. Avatars help identify your posts on blogs and web forums."
Many do-it-yourself websites (like leading blog software) already have a plugin for your Gravatar that you can activate with a click of a button.
If that makes no sense to you, don't worry, just go to Gravatar.com and sign up for a free account. Just be sure the email you use to sign up matches your website.
If you are a service professional, please don't use an image of you and your cat (unless you're an animal communicator) or some other silly photo. Part of attracting a steady flow of great opportunities is the willingess to be seen in the world as a professional. And a professional looking head shot makes a difference.
Go to Gravatar.com. It only takes about 5 minutes to set up. 
Don't be surprised when your friends and colleagues say "How did you do that!?" You'll look like an online savvy pro!
To your success,
Karin
Like what you read? Then sign up for my free email tips on upgrading your professional presentation for wellness pros. http://mmmaven.com/newsletter
Want to learn how to do things RIGHT in your wellness marketing and save yourself time, money and tons of frustration? Consider my Fast Start Guide to Clients Program begining Jan 27th and learn how to jumpstart your success FAST: http://wellpronet.org/faststartguide
Holiday Marketing? Quick Tip for Connecting with Your Peeps
Posted by: | CommentsMany businesses send generic holiday cards to their client base.
I guess it's pretty nice that they remember to send a card.
However, unless there is a very nice note in that card, it feels void of authentic connection. Especially those cards with just a signature.
I get the sense those businesses are just going through the motions.
Want an even better way to stand out and connect with your client base?
Send a Thanksgiving Card.
Why?
- Few people/service professionals do it = you will stand out
- It's more appropriate to send a "thank you for your business" note (or note of appreciation) than a Christmas Card when you don't know for sure if your audience celebrates Christmas
- It feels really great to be appreciated and thanked - your client base will love it.
- It's an affordable, authentic way to connect and put your business front of mind.
- Few people do it. (Yes I wrote that again on purpose.)
Want to know what to write, what to kind of cards to use and where to find them? How about what to do if you have only a few cards to write or hundreds to write?
Get a copy of my super affordable, highly effective Meaningful Holiday Marketing Kit here: http://mmmaven.com/holiday/
Here's to marketing with heart this holiday season,
Karin
The Marketing Materials Maven http://MMmaven.com
And Proud Mama of The Wellness Professional Network: http://WellProNet.org
