How Compelling Website Copy Mirrors Therapy and Healing – Part 2/5
In the first article of this series I discussed the definition of copywriting and showed how compelling web copy can benefit the client in addition to benefiting you, as a therapist or healing practitioner.
In Part 2 of this series, I am going to show you how using empathy in your copy mirrors the effect of using empathy with your clients in your therapy or healing practice.
As a therapist (and also as a healer) because you care about your clients’ healing process, you take care to ensure you build a strong relationship with them.
And what is the major component in building a strong relationship?
Empathy.
You show your clients that you care, that you understand them and that you really want to help them overcome their problems.
Let’s look at how empathy plays out when potential clients first contact you…
When potential clients first contact you they have a specific problem and that is where their focus is. They want to tell you about their problem and the pain they are experiencing. And, they want to feel that you understand their pain and their specific situation. They want to know that you care and that you ‘get’ them. You will likely ask some questions in order to understand their specific situation better and empathize with their pain.
Through this process of listening, asking questions and showing empathy, you begin to build trust with your potential clients. They then start thinking things like, “Ah, this person seems to ‘get’ me. I feel this person understands what I am going through. Maybe this
therapist (or healer) can help me.”
Potential clients then begin to feel more open to the possibility of working with you. They may not yet have made the final decision to jump on board, but there is an opening towards you that has begun.
And this is precisely what happens for potential clients when your web copy addresses their problems and pain.
When potential clients land at your website they often don’t know anything about you. Their problems are foremost in their mind and they are looking for help.
They are hurting, perhaps anxious, and maybe even feeling discouraged or hopeless about the likelihood of their situation improving.
Your job with your web copy is to show empathy and let them know that you understand their problems. And, in order to show that you understand them, you need to address their problems very specifically.
It is through your web copy that you begin the relationship building process just like you would if you were speaking with a potential client on the phone or sitting with a client in your office. By empathizing with their pain you start to build trust–at least enough
trust to encourage them to stick around and read your website further.
Stay tuned for Part 3 in this series where I will tell you how to continue the relationship building process with clients through your web copy. Empathy is only the first step. In the next article, I will discuss the importance of building hope in your potential clients and letting them know what the benefits of working with you can be.
To read Part 3 of this article click here.
To add your comments to this article click on the “Comments” link below.
“I’m Not in it For the Money!”
Are you one of those therapists or healers who has said, “I’m Not In It For the Money!”?
If so, you may not have chosen your therapy or healing practice because of the money, but don’t you deserve to live your life free from money worries? My pal, Karin Mizgala, the brilliant financial whiz and I have worked with lots of therapists and healing professionals who do a fantastic job in helping their clients overcome seemingly insurmountable problems.
But when it comes to handling their own finances, well… let’s just say many could use a helping hand. It’s certainly easy to lose track of the financial side of things with so many competing demands on your time and attention.
Nevertheless, bad money habits and practices can seriously impact the viability and profitability of your business – to say nothing of the anxiety, confusion and stress created when things get out of control!
And let’s be straight, here…
Despite all the altruism and compassion you may have -a private practice is still a business. Just like any car wash, dental office, or manufacturing plant. We need to cover our expenses, pay ourselves and our staff and keep up with our taxes if we want to be there for our clients over the years.
And don’t you want enough cash coming in to enjoy a good life now and a secure and comfortable future in your later years?
To run a financially profitable private practice, you need to get honest with yourself.
Can you really say that you know exactly how much money is coming in every month – where it’s coming from — and where it’s going?
Do you know how much, and where to invest money in your practice in order to grow your income?
And…
Do you have a plan for where you want to be financially in the long-term and a concrete strategy for getting there?
If not, now’s the time to do something about it.
Money may not be your favorite topic and you may want to avoid it like the plague. However, if you want to attract more into your life and run a profitable practice, you need to be able to engage in the world of money with confidence and ease.
So here is the scoop…
If you are ready to get the help you need to develop a healthy relationship with your private practice finances, join Karin Mizgala and myself for our Private Practice Finances Made Easy FR.EE Preview Tele-seminar on Wednesday, September 16, 2009.
You can sign up by clicking here.
If you you need to deal with your business finances but are tempted to continue putting it off, I would strongly advise against it.
Why?
Because the sooner you get your financial systems and a plan in place, the sooner you will be successful financially. Yes, really. So join us for this fr.ee call.
Please click on the “comments” button below to add your comments or ask questions about this call or your private practice finances.