Marketing a Private Practice

Keeping It Fresh (your healing or therapist website that is)

Below is an article that I just republished in  my newsletter written by Nathaniel Richman of nrichmedia. It discussed the important of keeping your website content fresh…

Too often I witness businesses spending a lot of time and effort putting together a brilliant web site only to leave it as is for two
or three years - an eternity in Internet time. They figure, “If it ain’t broke, why fix it?”

Well, it may not be broke, but it’s just not doing as much for your business or organization as it could be. You need to keep the
content of your site fresh. This is important for both visitors to your site (especially repeat visitors) and search engines.

Let’s look at the first of these.

When people come to your site for the first time, if they see dated material, they’ll probably not take you too seriously - not a good first impression.

If you went into a grocery store and saw milk in the refrigerator that was past  its expiry date, would you go back to that store?
(Okay, not all of us drink milk, but you get the point.)

Repeat visitors will be even more critical if they keep seeing the same material each time they visit your site.

The reason they’re checking back is to see… what’s new?! What if the radio station you listen to never played new songs? How long would you keep listening to it? Probably not very long. True, we do like some degree of familiarity and to be able to see/hear our favourites, but if there’s never anything new, we lose interest quickly.

As for search engines, they look at your site in a similar manner.

If there’s nothing new in a while, they’ll start dropping your rankings,as your site is considered not that important. Makes sense, really.

So, does this mean that you need to obsess about changing your page copy every day or to even hire someone to do that for you?

Not at all (do I hear a collective “phew”?).

There’s no rule, but the more often you can do it the better. A realistic plan for most small to medium sized businesses is to
freshen at least some of the content every two or three months. If you can to do it more often, great. If you can only manage every six months, well that’s still better than nothing.

We’re not necessarily talking about rewriting the content on every page. Again, it’s up to you and your schedule as to how much you’re going to do, but at the very least have a news section on your home page or a top ten list that you can easily update on a regular basis. If you have the time/inclination to update more of your site or add new pages, even better.

Just do something. If it helps, schedule the first day of every even numbered month to update whatever you have time to. Trust me, your site visitors (potential customers) and the search engines will like you for it!

If you haven’t updated your website in a while, perhaps it’s time you did. If you want help making your website the best it can be you might want to utilize The Client-Attracting Websites Home Study Program.

Why You Need a Financial Plan for Your Private Practice

I am pleased to offer this article written by my colleague, Karin Mizgala.

Karin and I will be doing the Private Practice Finances Made Easy teleseminar course together starting on March 25/o9. Hope you enjoy it:

I know that most of you didn’t start your practice for the money. And if you’re like most busy practitioners it’s hard to find
time to breathe let alone to plan, especially when it comes to the money-side of your practice.  However, even if you don’t feel
comfortable in the world of profits and losses, debts, taxes, budgets and retirement, learning how to take control of your money
and having a financial plan in place will make you more successful.

Here are some of the key benefits of having a financial plan for your practice:

1.  It will Help You Realize Your Goals

Your financial plan is your opportunity to be totally clear and honest about what you really want. When you write down your goals you are far more likely to achieve those targets. Your financial plan will also help you set priorities and to commit to
measurable milestones in your life and in your practice. You will know exactly where you are going and how you are going
to get there.

I always remind people that a good financial plan is not only a means to achieve their financial and professional goals. It is
also a means of realizing their spiritual aspirations too. Your financial plan starts with a vision of possibilities where you
set your intentions for your private practice. What follows from there is a systematic, step-by-step, process for fulfilling your
life’s purpose — and the financial objectives that will help you get there.

2) You Can Make More Conscious Decisions & Better Choices

How much money did you really make last year? No, seriously. Do you really know? The scary truth is most practitioners don’t.
Most of us don’t have a handle on our expenses either, and many are in debt or behind in their taxes. Having a financial plan
allows you to make conscious decisions based on realities. Where are you now - and where do you want to go? Only when you have a handle on these two things can you make informed choices and good decisions. Only then can you be truly successful.

3) You Will Be Less Stressed

Being in private practice demands a lot of juggling. The greatest pressure often comes from the financial side of our lives.
Student or business loans, overdue taxes, past due receivables, or simply a bookkeeping mess, can take a lot of joy and
satisfaction from our careers.  A simple, easy-to-use financial plan will give you a system to follow that will help you feel more
organized and in control of your money so you can focus your attentions on what you love - working with clients.

4) You can Focus Your Energy and Make more Money

A little strategic planning will allow you to focus your energies better. Where do you want to spend your time? And where do you actually need to spend more time - or less time? There are many activities vying for your attention. Your financial plan gives you the practical information you need to direct your energy, time and attention — and your financial resources. For example, it contains invaluable information you need to make realistic and effective pricing and marketing decisions.

5) You Will Be a Better Role Model for Your Clients

If you’re like a lot of therapists and healing professionals you might feel guilty about wanting - or needing — to make more money from your Practice.  Money is an issue that many of your clients might be struggling with as well.  By becoming more comfortable and on top of your own finances, you can serve as a more effective role model, a trusted resource and source of inspiration to your clients. This will put you in a better place for encouraging them to get a better handle on their finances as well.

6) You Will Feel More Empowered, Better Organized and More in Control - of Your Life — and your Private Practice

One of the great feelings of satisfaction that comes from taking charge of your finances is re-gaining control of your life and
your practice. With your financial plan in place you will feel more organized and more empowered than ever before. You are likely already doing great work in your private practice and you deserve to make a good living and to not struggle financially. Your new financial plan will allow you to live the life you want.

If you liked the above article and haven’ yet listened to the free audio I did with Karin, “5 Mistakes Therapists, Coaches and Healers Make with Their Private Practice Finances” check it out.

The Therapists Leadership Conference

I am very excited to announce that I will be presenting at the first ever Worldwide Therapists’ Leadership Virtual Conference.

This is an rare opportunity to listen and connect with 15 of the most important and dynamic thought leaders of our time. The focus of the virtual conference is on leading-edge issues, trends and practice building for therapists. Here is a sample of some of the presenters: Bill O’Hanlon, Ellen Bader, Casey Truffo, Esther Perel, Michael Yapko plus many others.

The conference will be held via teleconference from April 20- April 24, 2009. The early bird deadline is February 28. You will save $30 by registering early.  Click here to check it out.

Free Audio recording: 5 Private Practice Financial Mistakes Made By Therapists, Coaches and Healers

My pal, Karin Mizgala, the financial planner and I just recorded a short audio and it’s free for you to listen to:

“5 Mistakes Therapists, Coaches and Healers make With Their  Private Practice Finances.”

Check it out. It’s free after all…

http://www.privatepracticefinancesmadeeasy.com

By the way, Karin is the woman I will be doing the  “Private Practice Finances Made Easy” 4-week
tele-seminar with that starts on March 25. There is still time to get in on the early bird price and save $50: http://www.privatepracticefinancesmadeeasy.com

Private Practice Fianances Made Easy

How To Succeed with Your Therapy or Healing Practice in a Recession

Over the past few months several people have contacted me wanting help marketing who have had
a full practice in the past. They were not only suffering from a lull in their client-load, but they were worried
about the future of their practice due to the recession.

Contrasted with that are the emails I have recently received from some former clients whose practices
are so full they are turning clients away. The recession doesn’t seem to be impacting on their practices at all.

What is the difference between these two groups?

The main difference between them is that those who are turning clients away are actively marketing.

Research shows that businesses that succeed in a recession are the ones that increase their marketing.
As a therapist or healing professional, marketing during a recession also leaves you in a much stronger position when the recession ends.

So if you want more  therapy or healing clients, you will need to spend more time out there spreading the word.

Here are a few more things that you can do to get your therapy or healing practice through the recession:

Have a Positive Attitude

People seem to love to talk about negative things. Yes, we are in a recession, but we don’t have to focus on
all the doom and gloom that is out there. Limit the time you spend listening to the news and to people who only seem to want to dwell on the tough times. Reflect on what is working in your practice and stay
focused on your plan.

Look for Opportunities

There are always opportunities around us that we miss. Even when we do see them
we often don’t take advantage of them. Watch for opportunities and grab onto the ones
that are likely to bring you closer to your goals. Be mindful that some of the best opportunities
present themselves when you least expect them.

Track Your Return on Your Investment (ROI)

Do you know where your clients are coming from?
Where are you spending your marketing dollars and what kind of return are they bringing you?
This is the time to take a close look at which marketing strategies are bringing in the most clients and
increase them.

Increase the Value You Provide

Go the extra mile for your clients. Provide better service or add something new to your
existing services. Perhaps you want to create a new article to give away for free to clients, past clients
and existing newsletter subscribers.

Choose to Succeed

One of the characteristics of people who succeed is that they make a choice
to succeed. They seek out information and people to support them. They do
whatever it takes. They have a mindset that won’t let them fail, regardless of what happens.

What are you doing to make sure you succeed through the recession?

Therapists, Coaches and Healers: Are You Chasing Your Prospects Away from Your Website?

Many people assume that when their web visitors land at their website they read almost everything that’s  there.

In most cases, this is far from what  happens…In fact, your visitors maybe taking a fast exit.

And that is definitely NOT what you want to happen.

Not only do you need to give your web visitors a reason to stick around and read about what you have to offer, you need to make sure you don’t give them a reason to run!

Here are 5 reactions that cause potential clients to leave your site and never return:

1. Confusion

Shortly after they arrive, your potential clients want to know if the site has what they are looking for. If you have an unclear, unfocused or ambiguous message they will feel confused. When people get confused they become agitated, and when they are agitated they leave.

Make sure your site is clearly focused on a specific target market. Have a focused headline that helps them
determine whether or not you have what they want, and make sure your offer is clear.

2. Overwhelm

Does your site overwhelm your visitor with too many elements? Too many graphics, too many colors,
or too many offers?  Overwhelm makes people want to get out of there as fast as they can. Keep the number of elements on your pages limited, and allow plenty of white space to make it easy to see the things you want them to see.

3. Boredom

Does your copy sound bland or boring? Does it make the reader say, “ho-hum”? Prospective clients are not
going to want to hire someone whose website bores them. Have engaging riveting copy that keeps people
glued to your site so they get excited about working with you. Make them feel hopeful that what you
have to offer can help them solve their problems.

4. Impatience

Don’t make your visitors frantically search around trying to find the information they want. Causing your
prospects to feel impatient will obviously be a big turn-off. Make the experience of navigating your website easy and pleasant. This will encourage them to come back as often as possible.

5. Indecision

Don’t leave your web visitors with unanswered questions. When people don’t have all the information they need to make a decision, guess what? They don’t make a decision. They hesitate. They wait. And if they hesitate, they leave your site and may never come back. You can make sure that people don’t leave undecided by giving them the information they need in order to make a decision.
(By the way, do you know what information your target market is seeking? If not, you probably want to find out.)

It is well known that people “buy” based on their emotions. If you are causing your web visitors to experience negative emotions when they visit your site, you will be the one experiencing the negative emotions when you next look at your bank account!

Want to make sure your website isn’t chasing potential clients away?

Check out the Client-Attracting Websites Home Study Program.

Website Content or Website Copy: What’s on Your Coach, Alternative Health or Counsellor Website?

If you read my December newsletter you will know that starting
on February 5 for the first time ever I am offering a website
coaching program called the Client-Attracting Websites Coaching Program.

This program is for those wanting guidance and advice on how to
make their websites attract more clients.

Over the next 5 weeks I am going to be sharing some of the
secrets to having a successful website that we will be putting
into practice in the Client Attracting Websites Coaching Program.

By “secrets” I mean the tried and true, proven scientific
principals of websites that attract clients.

The sad reality is that most therapists, coaches and health care
professionals are still unaware of these principles, and as a
result, their websites are not attracting nearly the number of
clients that they should be.

So, here comes the first  secret….

A client-attracting website has client-attracting copy, not
simply written content.

Huh?

What does that mean?

Let’s begin with some definitions.

Website content is any content you have on your site.  The main
purpose of website content is to provide information to people.
Unfortunately, most websites only consist of content and it’s
also what most web designers focus on because they don’t know
any better.

Website copy is also content that provides information, but it
goes one step further (and it’s a big step)…

The main purpose of website copy is to get people to take action
once they land at your site. This action could be to get people
to sign-up for your newsletter or call you to set up an
appointment.

Compelling web copy is the single most important aspect of a
website that attracts clients.

People go to your website to find out what you have to offer
them. It’s your job to show them how they will benefit from
working with you or from buying something from you. You will
have to convince them that they will likely get what they want
from taking the action(s) that you want them to take.

Now of course website content– if it’s well done– will usually
attract some clients, but client-attracting website copy will
typically attract a lot more.

How do I know that compelling web copy attracts more clients?

Because it’s been proven over and over.

Many expert copywriters are fanatical about testing their copy.
They write different versions of web pages and then test the
results they get. Changing even one word in a headline on a
website has been shown to increase response rates by up to 100%
or more.

So, if you want to have client-attracting web copy on your site
and want help while you write it, come and join us in the
Client Attracting Websites Coaching Program that begins on
February 5.

Writing your client-attracting web copy will be one of the main
benefits you will gain from joining us in the coaching program.

I will not only be showing you how to write client-attracting
web copy in the coaching program, I will be available to provide
you with personalized guidance, advice and feedback
on your copy each and every week for 9 weeks.

I want to help you have your client-attracting website copy
completed at least by the end of April, if not sooner.

Sign-up now as the early bird deadline expires January 15.

I can’t wait to “see” you in the program!

Cheers,

Juliet

PS. You can save $50 if you sign up by January 15.
Click here to find out more.

PPS. Not ready to join us in the Coaching Program? You can still
get the information in the Client-Attracting Websites Home Study
Program and work through the material on your own.  Don’t
hesitate though…the price goes up for that on January 16 as
well. Click here for more information.

Therapists and Healing Artists: Are You Backing Up Your Computer?

I am amazed at how many therapists and healing professionals do not back-up their computers.

I have had several clients whose computers crashed and they lost all their data due to not backing up.

I recently had a client whose computer was stolen and she lost everything she had on her computer!

So what is the solution?

BACK-UP!

Back-up frequently and systematically. Here is what I recommend:

1. Get an external hard-drive. They cost about $50-100 and will hold
a lot of data. 100-200 GB and even more. Unless you are backing up a
lot of video files 100-200 GB should be enough.

2. Talk to your computer consultant about what software you need to
back-up your data automatically on a daily basis (back-up all data
including your email).

3. While an external hard drive with an automatic back-up is
important, it certainly won’t help you if there is a fire or your
computer is stolen. For this reason, I recommend you also use an online
data-backup company. You will then have an additional back-system in
case of fire of theft, but also in case something goes wrong with your
external hard drive back-up system. I use Mozy
Mozy allows you to automatically back-up your data as often as you
wish. You can use the free version for small amounts of data, or you
can pay about $50/year for unlimited amounts of data back-up. Mozy is also available for the Mac!

Why use both an external hard drive and an online backup system?

Because if your data is important to you, you won’t want to trust any one system alone!

If you are not already backing up–I hope you start doing it now!

Your Website as The Hub of Your Business: How to make your counseling or healing website the center of the client-attracting process

Think of your healing, coaching, or counseling website as being like a bicycle wheel…

A bicycle wheel has a central hub from which the spokes are attached.
All the spokes lead out of, and back into, the hub. The wheel would be
unstable without the spokes, and if you tried to ride the bicycle, you would
likely fall off.

And so it is with your website…

Imagine your website as the hub of your counseling or healing arts practice, the foundation
from which everything else is built upon. Your marketing methods are similar
to the spokes in the bicycle wheel–they come out of and feed back into your website.

If your hub (website) or spokes (marketing strategies) are non-existent, weak or disconnected from one another, you likely will have difficulty attracting clients and eventually your business may collapse.

In order for your healing or counseling website to bring you as many clients as possible, your website and marketing strategies must operate as smoothly as a bicycle wheel. They must be solidly built, fit together tightly and be maintained regularly.

If you want to find out more about how to make sure your website fits tightly with your marketing check out the Client-Attracting Websites Home Study program.

You will discover how to how to turn your website into a client-magnetizing hub, attracting all the business you can handle. Click here to find out more.