how to effectively market intervention services
TRANSCRIPT
Your BrandHelps to define who you are
Helps to associate great value with a product(the product is YOU)
Branding is not about getting a family to choose you vs your competition..
It is about getting a family to see you as the ONLY solution to their problem
You Brand
You are your business. Period. What is it about YOU that engenders trust and makes them to want to choose you
Families CHOOSE YOU to be their interventionist
Your BrandA strong brand is invaluable as the marketplace gets crowded with competitors and with alternative ways of addressing the problem
Your brand is a promise to these families. It is fundamental and needs to be part of every interaction with families
A “magnetic brand” is a service for which people believe there is no substitute
Your Brand
First we establish a personal brand identity
What is the message on who you are and what you stand for
Get the word out through a variety of channels
Personal branding is easier than company branding. If you believe in your talent, in your skills and competency..it’s easier to sell what
you believe in. Your image is already created..you justhave to
market it
Your BrandEstablish yourself as an expert in the field
Make an emotional connection to the family
Build a solid reputation
Increase your notoriety and improve your value in the marketplace
Your Brand
People aren't buying what you DO; they are buying the RESULTS of what you offer
The family’s ROI is a sober and emotionally healthy family
GrowingYour Brand
As experience, competencies, and skills grow your brand will enhance, much like in a product lifecycle
Elements of your Brand
Personal appearance(office, self, etc)
Personality(your values, goals,identity, and behavior)
Competencies-technical skills,clinical excellence, follow up, business communication skills
Differentiator- Offer a unique valus proposition or benefit that your competitors are not
Communicating your brandBusiness cards and letterhead
Website, blog, and facebook presence
Linked in profile
Articles and publications
Speaking engagements
Wardrobe and attire
References and testimonials
marketing and communication
How to create a crappy Brand
Using cliches to convey your
brands value and distinction
Crap
me too crap
useless crap
Copying what
other brands are doing
What your spouse,friend, etc think your brand should
be doing
Your Great Brand
Focused Compelling
value proposition
Likeable emotional connection Passionate Enthusiastic
Professional
High competence Clinical skills
Resourceful and connected Ethical credible
WOW
Focus
Lets GROW your business not just survive day to day
Scope of who you are and what you do
Market yourself as a specialist offering a more narrow range of service
Being less is actually more!
FocusFocus on differentiation
Focus on expertise
Focus on perceived value
Make it easy to understand
Focus on your strengths
Simplify then amplify
FocusWhat is your model?
Why you instead of another?
How do I define the value of my methodology and practice?
How do I simplify the message?
What are the strengths that I bring to the family?
Alignment
What matters to the families that will hire you?
Is your personal brand relevant, authentic, and differentiated?
All branding decisions are based what your practice stands for(logo,business card, type of family, type of patient)
Alignment
Everything that is presented in your marketing has to align with your brand(Look,feel,voice, tone, writing, etc)
AS you start your marketing plan and your PR efforts your brand will grow organically as families and providers become aware of you and your unique value
AlignmentFamilies will start to contact you looking for reasons NOT to work with you instead of needing to be “sold” on you
You will become more profitable from new patients and increased demand and a unique service will allow you to charge more over time
Linkage
When a family or referral source thinks of your name, the name of your company they intuitively “link it” to the positive attributes of your brand, you've created linkage
Tim Sanders
“Long after people forget what you said or did they will remember how
you made them feel
Starbucks Corporate Culture
“Only truly remarkable businesses are in the business of satisfying
customer wants by helping customers actualize their aspiration”
Warren Buffet
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do
things differently
Tom Peters
“Its this simple: YOU are the brand. You are in charge of your brand. There is no simple path to success, and there is no one right way to create the brand called”YOU”.
Except this: Start today…or else