I was on a coaching call with a new client a while back, an amazingly talented therapist, who has achieved great professional success and has a national reputation in the US for her work. We were in the middle of crafting her marketing message and were discussing how she and her work were unique. She was able to articulate to me what was special about her work, but when I suggested she write this into her website copy she replied, “But, then it would sound like I was bragging about myself.”
A few days later, I was speaking to another successful healer who wanted me to re-write her website copy. She too, was very reluctant to allow me to write about all the ways her work stood out from others. Her words, “I want to be very humble. I don’t want other healers to think that I am saying I am better than them.”
These experiences are not new to me. Many helping and healing professionals are very resistant to say what is special about themselves and their services for fear of offending someone or believing that they are not supposed to compete with others. However, by not telling it like it is, they end up working against themselves.
Furthermore, if you truly believe in what you have to offer, that it is a valuable service that can help people, then you are doing potential clients a disservice by not telling them about how you are unique and special.
Why should someone spend their money on your services if you don’t convince them upfront that you are worth it? Clients deserve to know what they are getting and need this information in order to make the best choice for themselves.
How are you and what you have to offer, different or special? What is it that you have to offer that others don’t? Why should someone hire you? If you can’t address these questions in your marketing message and be clear and confident about doing it, it will be reflected in the results you get.
