So you’re creating a piece of promotional material for your therapy practice, or getting someone to create it for you. Maybe it’s a flyer or a brochure, maybe it’s a website. Maybe it’s a presentation you’ll be giving. Where do you start?
One of the differences between promotional material that works, and that doesn’t work, is the thought and preparation that went into its production. Whether it’s a paper product, or the text for a website, this is your opportunity to get your message across to your readers.
What is that message?
Before putting pen to paper, or fingers to keyboard, you might spend a bit of time finding out what your message is. Have a look at brochures, flyers etc of other therapy practices, and of other professionals. See what you like and what you don’t.
Then try asking yourself some questions to clarify what it is you want to say. The following ideas might be of help:
- If I were looking for a therapist, what factors might I consider before making a choice? What would help me to choose in favour? And what would lead me to choose against?
- What words would capture the ATMOSPHERE I’d like to convey? (For example: Professional, approachable, soulful, peaceful etc)
- What colours do I like? What images might convey the essence of my message? (Even if I don’t use the specific images in my material, this question is a good one, as it helps to capture what you’re reaching for!)
- What promotional medium am I trying to create? (Flyer, brochure, presentation, website, letter, etc) Ideally, your message will be the same across all media, although it may be presented in a different way, depending on the space and shape you’re trying to fill. With a website, for example, although there is potential for far more information to be displayed, visitors tend to move on within seconds unless their interest is immediately stirred. With a paper product, although the space limited to the size of paper chosen, it’s more likely that someone will pick it up and put it in their pocket or handbag, to be referred to again later.
- Who am I aiming it towards? (GPs, other health professionals, other potential referrers, potential clients etc) What you say and how you say it will differ according to your target audience.
- What result am I hoping for from this? (New client, client referrals, information, raising awareness, introduction) Is it easy for them to find out how to contact me? Have I given them the information they need in order to take the next step? Have I invited them to take that step?
- If I am hoping to attract new clients by this, ideally what are the characteristics of the clients I’m trying to attract?
- Presenting Issue
- Ability to pay
- Is the language I use, and the media I have chosen, appropriate for this group? Are my ideal clients likely to be attracted to me as a result of this?
- Does this stand alone or will there be some other contact with the reader / receiver? If there is more to say, or more information to get, have I told the reader this? Have I told them how they might get that additional information?
- What questions might they have that I need to answer? For example:
- What do you do?
- How can you help me?
- How long will it take?
- What is your approach (and what does that mean to layman!)
- How does this process work (frequency, duration etc)
- What is the difference between your approach and ….
- What information do I want them to have about me or my practice (but which they may not know they want/need)? Is there something about me as a person that might help them to connect easily with me, that I am willing to disclose?
If this is really difficult for you, consider using a professional to prepare something for you. It doesn’t have to be hugely costly, especially if you have some ideas about what you like or don’t like.
If I can help you at all with any aspect of running your practice, please make contact. Email me here to make an appointment or to avail of a free 20 minute consultation.