Are you thinking, “Higher consciousness marketing? That’s an oxymoron if I ever heard one.” If so, you really need to read this blog. It is the first part of an ongoing series. Those of us in the energy psychology / consciousness-raising world know that our consciousness informs every aspect of our lives. However, some of us have created dissociation between business/marketing/selling and everything else. We have blocks and issues around money and success.
Today I have a simple question. Have you really taken the time to get clear about who your ideal client is, or perhaps who your ideal clients are? Many of us work with whoever walks in the door. When we start our practices this may be necessary because we need to pay the bills. And perhaps given where you are now, you still need to do that. But why not take some time to get clear about the types of people, problems and styles of working that you would prefer to have in your practice? It will create the clarity and focus you need to attract the right clients for you. That will make your intention stronger and your marketing materials (web site, brochure, blog, etc.) more compelling.
Here is a practical exercise.
- Take a piece of paper; make four columns.
- In column 1, write down the demographic characteristics of the people with whom you would most like to work: males/females, ages, individuals, couples, families, socio-economic status.
- In column 2, write the types of issues/problems you most prefer such as trauma, addiction, anxiety, sports performance. Be as specific as you can.
- In column 3 write the modalities that you want use (EFT, TFT, shamanistic approaches, coaching, etc).
- In the last column add how much money you want to make per hour or per engagement.
Did the last column create any feelings/reactions? If so, note it. We will explore this further in another blog. Remember – you are creating your ideal client. You get to choose.
Pick combinations from each column. Do this one at a time and notice how you feel. See if you can begin to eliminate certain combinations from the ideal category. Remember, it is not that there is anything wrong with people who fit in that category. They are just not your ideal type. By now you have hopefully created a smaller group.
Compare two hypothetical clients with each other. Imagine that you have time to see only one of them. Which one do you prefer? That one is higher up on your list. Continue this process until you have a “winner”. Your winner is your ideal client. To illustrate this process, let’s using the example in step 5. Focus on column 2 for the moment. If you compared eating disorders and performance enhancement and you were more excited about working with eating disorders, then that group is the “winner” of that comparison and is more of an ideal client.
You may end up with up to one to three ideal clients, depending on how you are wired. But you shouldn’t have more than three types; otherwise you’ll spread yourself too thin. Don’t try to be all things to all people – you’ll dilute your effectiveness. Create your own specific niche – your tribe.
Once you have these ideal clients you can more clearly visualize the practice you want, and your marketing will be more compelling.
When I have worked with people around these issues they seem to have an expectation that this process should be quick and easy, like ordering a Big Mac. And when it does not come immediately they beat themselves up. and often stop the process. The process is not like fast food. It is like gourmet cooking. It takes time and patience. Some things need to simmer awhile.
Do yourself a favor, and clarify your ideal clients this week. If it takes time for the fruit of your labors to ripen, so be it.
Robert Schwarz, PsyD, DCEP
Author, Tools for Transforming Trauma
ACEP Executive Director