Marketing for Therapists and Coaches: How to Find Clients | Giorgio Aprile | Skillshare

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Marketing for Therapists and Coaches: How to Find Clients

teacher avatar Giorgio Aprile, Coach

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

16 Lessons (56m)
    • 1. Promo

      1:18
    • 2. Introduction

      0:57
    • 3. The three steps that you need to take to find clients

      1:50
    • 4. The effective formula to find clients if you are just getting started

      2:03
    • 5. Six client attracting features of therapy and coaching websites

      6:14
    • 6. The 5 key marketing principles you need to know to find clients

      5:00
    • 7. 15 proven and concrete ways to find new clients

      16:49
    • 8. The best long term vs short term strategies to find clients online

      3:28
    • 9. Hiring a marketing professional vs DIY

      3:55
    • 10. Should you offer a free session?

      1:14
    • 11. How to close the deal after clients make the initial contact: transforming potential clients into

      4:47
    • 12. How to keep finding an ongoing stream of clients

      2:14
    • 13. The most common deadly marketing mistake

      1:57
    • 14. The single most important secret of successful marketing

      2:23
    • 15. Class project

      1:31
    • 16. Conclusion

      0:48
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About This Class

This course describes how to use effective marketing to find new clients for your therapy and coaching practice. By the end of this course, you’ll be able to implement your first marketing strategies to find new clients and you’ll be able to plan your next steps to have a busy private practice.

This is a practical course, designed to help you start from scratch and guide you through the process of finding new clients. The material that this course is going to cover is well tested. It is what so many therapy and coaching professionals do to have a successful business and keep finding clients. So this course allows you to start your private practice from a solid ground.

This course was designed for therapy and coaching professionals who want to work in private practice but struggle to understand what to do to find clients. This course is perfect for professionals who work in: life coaching, CBT (Cognitive Behavioral Therapy), counseling, psychotherapy, psychology, holistic therapy, NLP, massage therapy, aromatherapy and other therapy professions.

If you want to learn how to find clients for your therapy and coaching practice, then this course is for you.

Meet Your Teacher

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Giorgio Aprile

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Transcripts

1. Promo: welcome. This course describes how to use effective marketing to find clients for your therapy and coaching practice. My name is Georgia. I work in private practice, a psychotherapist and coach. But before becoming a therapist, I started communication and marketing, and I worked in that field for many years. By the end of this course, you'll be able to implement your first marketing strategies to find new clients, and you'll be able to plan your next steps to have a B C private practice. This is a practical course designed to help you start from scratch and guide you throughout the process of finding new clients, we're going to cover a number of topics. For example, 15 practical improvements Strategies to find new clients. What are the elements of client attracting websites? How to maintain a constant stream of clients, what deadly mistakes to avoid and what are the practical and concrete steps that you need today to find your clients? This course was designed for therapy and coaching professionals who want to work in private practice but struggled to understand what to do to find clients. If you want to learn how to find clients for your therapy and coaching, practice didn't take this course now 2. Introduction: Welcome to this course. I'm very happy to have your board. This course teaches you how to find new clients for your therapy and coaching practice. The material that this course is going to cover is well tested. It is what so many therapy and coaching professionals do to have a successful business and keep finding clients. So these scores allows you to start your private practice from a solid ground before we get started. Remember that marketing is a practical enterprise. You need to know what to do. But then you need to do it. Keep this in mind, dropped the course. Also, remember to adopt the content of the scores to your own business. Find your original recipe while using the essential ingredients. Thank you for taking this course. I hope you enjoy it. And I hope you're not getting efforts will allow you to have a very successful private practice 3. The three steps that you need to take to find clients: Let's start by understanding the three steps that you need today. Divine clients. First, you need to create your message. Second, you need to attract potential clients. Third, you need to transform them into riel clients. By the end of this course, you'll have an understanding off what these journey looks like and what to do. Now let's see what the steps are. Step one. Create your message. You need to put your message out there both online and offline. We will discuss how to do that for now. Let's just say that your message should be a platform to provide information about your services and how you can help Step two a truck Potential clients. Once you have a message, you need potential clients to see your message. Otherwise, your message is pointless, so you need to find ways to expose potential clients to your message. You can use different marketing strategies to do this, and we will be discussing these later. Step three transformed potential clients into riel clients. Once potential clients are exposed to your message and they decide it's relevant, some of them will inquire. Since they're not yet paying clients, you need to transform them into riel clients. Now this is not pushing or being aggressive, because that doesn't really work. What you need to do is make it more likely that people understand that your services are good feet for what they need. We will be discussing these later to summarize. There are three steps that you need to take to find clients, create your message, attract potential clients and transform them into riel climbs. 4. The effective formula to find clients if you are just getting started: we have seen what the journey to find inclines looks like. Create a message, attract potential clients and transform them into riel clients. But how should you get started for step one? There are through simple things that you need to do to get started. You need to create a website in Prince. Some leaflets. Once you have those, you have created a message both online and offline. The next step is going to be stepped to. You need to attract potential clients. Having a website and printing your leaflets is not going to work. If you don't make sure that people are exposed to your message, how do you do that? Well, there are many options available later in this course, we will be discussing 15 waste for inclines. Now it's important to understand that you don't need to use all 15 ways. Otherwise it will be too much and very confusing. And you don't want to be overwhelmed. You just want to get started. So in order to get started, just speak three of those strategies and test them out. Trying out three of the strategies discussed later is going to expose potential customers to your message and some of them will be enquiring, so we're ready for Step three. You need to transform potential clients into riel clients. In order to do that, you need to practice what you will learn later in this course. Very simple to summarize. In order to get started. Step one, create a website and bring some leaflets. Step two Big Three marketing strategies to expose potential clients to your message. Step three. Complete this course in practice. How to transform potential clients into real clients. This is the formula to get started. If you fall of these formula, you will maximize your chances of finding new clients. So this is a quick summary of what you need to do to get started. The rest of the course will be going Maurin leader on how to Do It. 5. Six client attracting features of therapy and coaching websites: let's now look at six client attracting features off therapy and coaching websites. You need to keep these features in mind when you create a website. However, these features don't only work with websites. In fact, they're also excellent to use when you create leaflets. Professional profiles in other marketing. Medea. So keep the six client attracting features in mind. Number one start small, but start This is such a crucial point because most professionals struggle to get started. So I'm going to suggest that you do something that makes it easier to get started. Start small. Start with a single page website. You don't need to showcase a complicated website with many pages. A good single page structure with a few essential points is all you need. Single page websites work very well for therapy and coaching professionals. They're simple. They look clean. They look great on all devices. They naturally guide the visitors through the page until they're invited to take action, which is what you want them to do. So start small, but start now, Single page website allows you to get started with a too much work and reach people immediately. Remember, you always have time to expand your website and I have more pages. But for now, a single page website will work number to keep it simple. Don't confuse your visitors. Your website needs to be easy to use and get to the point as simply as possible. A good website simply explains the service you provide clearly communicates that you're safe and professional and gently invites the visitor to take action if they take action. You have a new potential client. The sooner they take action, the sooner you win a new potential client, the easier it is for your visitors to navigate your side and take action. The easier it is for you to find new clients. Number three. Think about your clients. Your website is not about you. It's about your clients. Talk about them and what they're going through. Explain that there is a solution to their problems. Don't over explain your therapy or coaching approach and don't sell your approach. Tell them how you work without going too much into details. Only a small portion of your website should be about you. That's the about US section. Your potential clients want to know that you're safe, professional and reliable so always have your clients in mind when you create your website . Number four. Start with the problem. People who look for your services have a problem. That's where he should start. Don't immediately offer a solution. Talk about the problem first, because that's going to get your visitors immediate attention. After discussing the problem, you can talk about the solution, your services and how you can help. Number five. Don't overuse images. Your website is like really estate in business. You don't want to waste real estate images shouldn't take too much space, and their use should be always justified if all your potential clients can see when they first go on. Your website is a large image of flowers that takes all the space. That's a waste of real estate. So don't overuse images. What images might be meaningful to you? They're not meaningful to your visitors. Potential clients don't care about images. They care more about the text of your website. That's what helps them decide if your services are right for them. So use images in moderation as a complement to your text. Number six have a clear call to action. A call to action is an invitation for the visitor of your website to take a specific action . It is one of the most important elements of your website. If your clients don't take action, your website is not going to work. All you want to do is to be clear about what action you want your visitors to take and make it explicit. If you want them to book a free session, say so. If you want them to just call you invite them to call. You make it super easy for them and remember to have one single call to action. Because if you invite your visitors to take too many actions, they end up being confused and not doing anything at all. So keep it clear and simple statements like Book a Free Session or call now are all you need. So to summarize, the six client attracting features are start small, but start keep it simple. Think about your clients, start with the problem. Don't overuse images and have a clear call to action. The's client attracting features were great on websites and other marketing platforms such as leaflets and professional profiles. Finally, a quick but important note on websites many people expect that once they have a website, people are going to rush to visit their websites. Well, this simply doesn't happen. You need strategies to bring visitors. Make sure that people find your website and are exposed to your message. For these reason. In these course, we're going to talk about 15 proven and concrete ways to find clients, including different ways to bring visitors to your website. We're also going to talk about the best long term and short term strategies to find clients online, which can help skyrocket your website visitors. So do you use the six client attracting features to build an effective website, but then remember that you will still need to bring visitors to your website. 6. The 5 key marketing principles you need to know to find clients : Let's look at five key marketing principles that you need to know and used to find clients . Number one. Diversify Marketing Your business means using marketing tools to reach potential clients. Good marketing means using more than one tool. Marketing supports your business. So think of marketing tools. US pillars Supporting your business. If you have one pillar, your business is probably unstable and unsafe. If that pillar stops working, your business is in serious troubles. Two Pillars Increased safety and stability free or four pillars Support your business even more. Remember that there is a limit. A small business like yours doesn't require too many peelers to begin with. Three pillars are more than enough. Once you are more experience with marketing, you cannot more pillars. Number two Test. You should test every marketing strategy before you decide to use it. Don't spend lots of money on any marketing strategy without testing it first. Otherwise, you might end up wasting money. Testing allows you to try a marketing strategy on a small scale and decide if it's worth it or not without going broke. Number three Measure. There's no point in using as many marketing tools as possible, just For the sake of it, you should use only marketing tools that are viable, sustainable and effective. Evaluate each toe you're using toe. Understand? If it works for you. So the question is, should ask is, does it bring new business for a reasonable cost? If so, that might become part of your regular marketing strategy. If not, you might think of using the tool in a different way to make it more effective or even to drop the door altogether. So measure the exact numbers. A very simple way to measure is to ask your clients how they found you. If you track where your clients are coming from, your able to understand what marketing strategies are working for you and you can do more of that. Another thing that you should measure is the lifetime value of each client. On average, how much do you earn from each client? Do the math. If on average, you see clients for 20 sessions and each session is $50 the lifetime value of each client is 1000 dont alors! That's something to keep in mind when you decide how much you're willing to spend in your marketing to find a new client. Number four. Predict your marketing efforts should be as predictable as possible. Of course, you'll never be able to predict with certainty anyway. You should try to make your marketing predictable, especially when money is involved. After you have tested and measured, you should be able to understand how many clients you're likely to get by investing a certain amount of money in a certain way. Off course. That's a ballpark figure, but it helps you to decide how to spend your money. Number five Specialize. Don't be the kind of professional who can solve every single problem, because that's not going to give you any competitive advantage when you are on expert in everything, you're perceived as an expert in nothing, and that's not how you want to be perceived. Think about this example. If you need a knee operation, a knee surgeon looks way more credible than a general surgeon, no matter how qualified. Similarly, if you need help for depression, a therapist who specializes in depression is a better feet than a more generic therapist. Therefore, you want to specialize, although it might seem to you like you are restricting your target audience in reality. These method allows you to find more clients. Your online presence should reflect your specialization and make it clear that your services are focused on specific problems. These will allow you to be perceived as an expert and stand out from the crowd. Now we have looked at the five key marketing principles that you need to know to find your client's diversify test measure. Predict and specialize. If you solidly ground your marketing practice on these principles, you're more likely to be successful. At the end of this course, I will share the single most important secret off successful marketing. That secret, combined with these principles, can really bring excellent results. 7. 15 proven and concrete ways to find new clients: We're now going to look at 15 proven and concrete ways to find clients, 15 marketing strategies that have been used by many people and have been proven to work well. If done right, this is not an exhaustive least, and I invite you to keep an open mind and consider other ideas that might work for you. However, starting from these least allows you to start from a solid ground that has been tested by many. As you know, I recommend that if you're just getting started with your private practice, you select free marketing strategies and try them out. This is very important. You will not need to use 15 marketing strategies. That would be too much for small business like yours. It's better to use a few of these strategies and use them well. It's not about quantity. It's about quality. It's not about how many things you do in your marketing, but how well you do it. Obviously, as we said, diversifying is essential, but you need to do that in a way that is no overwhelming start with three, and once you feel comfortable, you cannot something else to your marketing. If you need to also keep in mind that some of these strategists can be implemented immediately, while others will require more time and effort. You can start from the easy ones now and later on. You can move on to others. Now let's look Oppa Strategies Number one Professional directories. This is one of the easiest and most effective strategies if you're getting started. There are plenty of professional directories where you can open a profile for an affordable fee. Some off them don't work. Some of them were really well speak to your colleagues and ask which ones work for them. Once you select one or two that you want to try right your profile following the client attracting features of therapy and coaching websites that we have already seen. Keep in mind that in different geographical areas there are different professional directories. That's why it's important to speak with your colleagues. Having a profile on professional directories can also help bring visitors to your website because people might want to know more about you. These method is a very easy way to get started. This is something you can do right now to start finding clients. Number two referrals referrals are one of the best strategies defined clients, and you should always have in place a solid mechanism to get referrals and remember, refers are entirely free. If you think referrals just happen and there's nothing you can do about it, you're wrong. You need to approach referrals in a systematic way. Understand what potential sources of referrals. You have an actively encourage referrals from multiple sources. One source is your clients. If you're just getting started, this might not apply to you, but otherwise have unopened discussion with your clients. Tell them that you're a small business and you find your work to referrals and ask them if they're willing to help about from your clients. Think about other sources first. Think about people you know your doctor, your friends, Xcor legs, all the people you know. Second, scan your geographical area and look for sources of referral. Third, think about your services and who they might be relevant to brainstorm your options and keep in mind that you should always encourage referrals. And keep in mind that this is another strategy that you can use right now to start finding clients number free leaflets. This is another good option If you're just getting started, however, it's not always easy to make leaflets work. First of all, you need to design a good leaflet by following the client attracting features that we have already seen. Second, you need to find a location that works. Some locations were very well. Some locations don't work at all. There's no way to know before you try so test different locations, and also you can use your leaflets to support your referral mechanism. For example, you could speak to your doctor and other people, you know, and leave them some leaflets that can give people to recommend your services. The good thing is that leaflets are not really expensive. You confined very good deals online number four joint ventures Even when you start to private practice from scratch, you don't do that in a vacuum All around you, there are businesses that already have clients, and those clients might be interested in your services. So figure out which local businesses might share your philosophy or have a similar client base and then partner with those businesses. If you're just starting out, he could ask them to send you clients in exchange for referral fee If you're more established, you could send each other clients, and these might work really well. For example, if you do wellness coaching, your clients might be interested in natural products. Healthy foods supplements that might be a store in your area that sells those brothers. If you send them clients, it might benefit the store, and it might benefit your clients if they're looking for those products. But this is not just a one way street. In fact, the storm might send you clients by recommending your services to their customers. So you get the idea. It's a reciprocal mechanism. Joint ventures are excellent because you don't need to build a client base from scratch. You're just using the client base. Often established Business number five paid advertisement online. This is another way to bring visitors to your website. There are different platforms in which you can advertise. Depending on the nature of your business, you might consider Google, Facebook, Twitter, lengthen or even other social media like instagram. These options are great because you can choose a budget in the demographic in a specific location so you can target people who are most likely to become your customers. toward the Tyson Google. You can use Google outwards and create your odds. Then people will perform relevant searches and your odd will appear as a search result. It's a paper click service, so you will only pay when people click on your hard. Another option to other Title nine is Facebook. You conserve odds toe a very targeted audience. You can use standard arts with an image in a text. You can use videos, or you can create content and pay for that content to be used as a nod. Sharing content is a great way to provide value and gain trust. For example, if you are a relationship counselor, sharing a post about tapes to manage difficult times in a relationship allows people to see that you know what you're talking about, and they might be more prone to inquire. Critter is another option, especially if you are already on Twitter as a professional and regularly provide valuable content. Lengthen is a good option if your practice is somehow business related. For example, if you worked as an executive coach, business coach, career counselor and similar, Instagram is a visual oriented platform and can work for people who work in the health sector. For example, people who work with healthy eating, fitness and wellness Keep in mind that online advertising can be expensive. If you don't do it well, so start small and test. If you get results, you can do more of it. Number six s e O S E. O stands for search engine optimization and is aimed at making sure that you're wrong high in search engines like Google when people look for specific keywords. For example, if you are a counselor who specializes in helping people with depression, S e O helps you to run high. When people on Google look for keywords like depression, help for depression, counseling for depression and so on. So S e O starts by understanding what keywords are right for you and you use those keywords on your website. Then there are a lot of different tasks that can help with S e O, for example, using relevant keywords, providing great content, having a mobile friendly website, having links to your website on other websites and so on. Number seven blogging blogging is linked to ASIO because it can help run higher in search engines. It can also help to bring visitors to your website, because when you blawg, you regularly create new content. If you create great content, you can share it on social media. People will also share it, and some of your readers might be interested in your services and inquire. The key is always to provide great content and great value. Although blocking can help you generate new inquires for your services, it works wonders when it's used together with email marketing. Number eight. Email Marketing Email marketing is one of the most effective marketing strategies used online to generate business. If you use email marketing well, results can be mind blowing. I would mainly recommend email marketing if you provide your services online. So if you do therapy or coaching by Skype or telephone email, marketing would work well. This is not to say that if you offer local services, you shouldn't try email marketing because it may work just as well. To do email marketing, you first need a list of emails. You can build that leased by creating a lead magnet. A late magnet is a form on your website that asks for people's email in exchange for something free. You give people something free, they give you their email. Simple. The key, as always, is to provide great volume so you can give people any book or an email course or a video course or something else as long as it's free and it provides great value. That's perfect. Once you have people's email and you have given them sufficient value to establish trust, you can make time limited offer to buy your products or services. So let's make this practical with an example. If you do online coaching, you could start by giving away a free email course on some topic related to your coaching at the end of your email course, you could offer a coaching program for a discounted price for a limited time only. Let's say people have only two days to buy your coaching programme for a discounted price, because you have already provided great value with your email course and people trust you. Part of your email lists will feel the urgency off the time limited offer and by your program. The great thing about email marketing is that it is very inexpensive in terms of money, although you need some preliminary work to put the mechanism in place. However, once the mechanism is in place, you can use automation to make it work, so you don't have to send emails all day long. Number nine YouTube Becoming a YouTube content creator in your field can help you bring visitors to your website. Establish yourself as an expert and get new online clients. As always, you need to create very valuable content, and you could still use your YouTube video on your website. You're blawg, your directory profile and in many other places, if you do a good job, it can only help to increase your visibility. YouTube can be monetized in many different ways. For example, if you have a sufficiently large audience, you could earn money to advertisement or you could have sponsors. Or you could create digital products and services to sell to your audience. There are many ways to take advantage off such a great platform. Number 10 Social media Using social media might help you to reach many people and build a community off followers. However, it might take a lot of time and energy. There's nothing wrong in using social media as a sounding board to share your content, for example, block posts and videos. However, be mindful of the time you spend in the results. You get fined inclines and social media without paying for advertisement is very difficult . So do share your content on social media, but don't waste too much time if it doesn't get the results you want. Number 11 Newspaper odds Newspaper out skin work. If you use them right, have a relevant message and target the right audience on the Wright newspaper or magazine. This is one of those strategies that you need to approach with caution. Test it first and see what results you get. Don't spend too much money on it before you know if it works for you. If you decide to give it a go, keep in mind that newspaper odds need repeated exposure toe work. Also, keep in mind that you can negotiate the price. Negotiating with the publisher right before that line will allow you to have better prices . Number 12 local talks and workshops If you work face to face locally, delivering local workshops or talks is a great way to get people to know who you are and what you do. Local community centers and libraries are often willing to organize events, and you can share something that might be valuable. This is often free, but the commitment doesn't need to be big. You can just provide a one hour talk or workshop at the end of the event. Remind people what you do and tell them that you're happy to give them more information. Help Some leaflets with you appear friendly and approachable while still communicating trust and expertise. Number 13 Webinars webinars are very similar to local warships. Apart from the fact that they are online, Thes makes them great for practitioners who work online. Webinars are usually free but can attract large numbers of people. If you do it right, they should provide valuable information, and they work very well when they have a time limited offer at the end of them. Number 14 Podcasting. Podcasting is very popular and can help you to reach an online audience and establish your expertise. You can create content that is relevant to your practice and inform your audience. You could just talk about a topic or feature other professionals. Interview experts promote products, review of books and so much more. You can periodically remind people of your services and make a specific offer toe work with you. Number 15 p R P R. Is a good strategy to increase your credibility and expose your profile. Too many people media of all kinds are always looking for people and stories to feature. PR allows you to take advantage of the opportunity to be featured for free. That may establish you as an expert, raise your profile and get new clients. You can start local with local papers. Local TV and radio Find out how to contact the relevant people in a very easy way. To be featured is to provide commentary as an expert on a subject that is being discussed. So there you have it. 15 proven and concrete ways to find clients. We covered a lot of material, so take time to digest and go back to watch this video again. Remember that you don't need to use all 15. Strategist Thes are some options to consider. Pick three to begin with and expand later if you need to 8. The best long term vs short term strategies to find clients online: Let's now talk about finding clients online because a significant portion of your clients will find you online. The best long term and short term strategies to find clients online R S, E O and Google outwards s CEO is a long term strategy. These means that when you start doing S e o, it might work relatively soon or it might take a while. Usually takes a while, but once it's working, you only need to maintain it and it will keep working. S e o is labour intensive rather than cost intensive. It doesn't cost anything apart from labor. So if you do that labour yourself, you're not going to pay anything off course you might choose to pay a professional to do s yo for you. In that case, you have to pay a fee. But that's the only cost you have. S CEO includes different tasks such as using keywords in the right spots, optimizing your website and so on s yo usually involves writing great content on your website to keep visitors coming, staying and returning. So S CEO is a great long term strategy. It requires a bit of effort on your part, But If you're willing to learn or pay a professional to do it, it's worth trying. The only downside of S. E O is that search engines like Google sometimes change their algorithm, and when that happens, you have to do some work toe. Adopt Google outwards is a short term strategy. Once you run your album Google, you might get your first clients in a few hours. It's also short term in the sense that when you stop running your odd it stops working. It's more cost intensive than labour intensive because you need to pay for the odd to run. If you do it yourself. That's the only cost. If you pay a professional, you also need to pay their fee. There is less labor involved in Google out more so than S E O, although there is the labor involved and you don't need to learn how to do it if you do it yourself. There is also less text to write. Since arts can be very short, just a few characters and your arts end up getting more attention on search engines because if you do a good job there displayed on top, so which one should you choose. It's really a matter of preference, and neither of them is necessary. S CEO can be very helpful if you have a lot of competition in your area. So if you do your research and find out that there are another 10 practitioners who offer your services in your neighborhood, then it's a good idea to do S E O and make sure that your website will rung higher in the long term. That's going to help you get more business. Google outwards can be helpful because it's very flexible. You can use it only when you need a few more clients and decide how much to invest. You can also use it while you're doing S E O and waiting for the results to come. Now you might think that a CEO and Google are words sound very complicated. And, yes, there is a technical knowledge involved and there are practical skills involved, but it's definitely possible to learn or to pay one of the many professionals available to do it for you 9. Hiring a marketing professional vs DIY: we have discussed a few technical things that you need to do, for example, creating a website, ASIO, Google Outwards and others. These things may sound a bit complicated, and you might be wondering if it's better to hire, professional or do it yourself. There is no straightforward answer, and what you decide depends on four variables. How much is going to cost effort? You want to put into the process what level of independence you want and what's the risk. If you hire marketing professional, your costs are going to be higher because you need to pay the person you hire. If you do it yourself, your costs are going to be lower, in many cases, significantly lower. This variable is a very important one because a terribly, your coaching practice is usually a very small business, and the marketing budget is pretty limited, so lowering the cost is a very good idea. However, if you look at effort, it's clear that if you do it yourself, you need to put more effort into learning how to do it. On the other hand, if you pay a professional, you need to put less effort into the process. Let me assure you that even if you don't have a marketing or i t background, it's entirely possible to learn how to do your own marketing there. Many resource is available online or face to face. If you do a simple Google research, you'll find a lot of local organizations and businesses who offer workshops online. There are organizations Hofer, Webinars and online training and their websites dedicated to affordable online training. For example, you, Timmy and Skill share independence is another variable. If you hire a professional, you might end up depending on them for maintenance and changes that might slow down the process and cost you more. If you do it yourself, you're independent. You take care off maintenance and changes. It's quicker and cheaper. The final variable is risk. The main risk that comes with hiring a professional is that they don't deliver us with every profession in marketing their good professionals and bed professionals. So the best way to go is to ask friends and colleagues to recommend someone they have worked with, and you need to make sure that that professional knows your industry because that is crucial. It's probably a bad idea to hire a marketing professional who works in real estate and doesn't know anything about the therapy and coaching industry. The main risk that comes with the I Y. Is that you might not succeed at first, and it might take longer for you to be able to attract clients. However, most people are able to succeed if they're persistent enough. Overall, you should be able to decide what's more convenient for you by looking at the table. Personally, I believe that the best option is D I. Y. And that's because you are in control, your independent and you can do whatever you want when you need it. And also costs are lower. That's very important because it's a terrorist or coach you own a very small business and marketing budget is limited depending on your fees. Hiring a professional can simply be too expensive and not even worth it. So my personal preference is the why. I think it's more doable for a private practice, and I think if you do your research online, it's very easy to learn, especially if you use websites such as you to me and skill share. But keep in mind that this is my opinion in my preference for you. In some cases, a different solution might work better, so make sure that you evaluate costs and benefits of your options. 10. Should you offer a free session?: You probably know that some practitioners offer a free session, and you might be wondering if you should do the same again. There's no straightforward answer. I know people who don't offer free session in the very well in private practice, and I know people who do offer off recession and do Justus well, so the choice is yours. No offering a free session allows you to get paid for every hour off contact with clients. However, some people might not be willing to start paying before they meet you or before they talk to you. So if you're getting started, it's helpful to have some kind of contact with potential clients. Free session, face to face or on the phone can help you to reach more people and to transform a potential client into a real client. If you decide to do it, keep in mind that you're not actually offering a therapy or coaching session. You're simply meeting the client to hear about their problem, what they would like to achieve by coming to see you. And then you can answer the questions and explain what makes you a good feet for what they're looking for. 11. How to close the deal after clients make the initial contact: transforming potential clients into: when potential clients enquire, you will probably have a conversation with them. You need to manage that conversation in a way that makes it more likely for them to start paying you. So now we're going to discuss how to transform potential clients in the rial clients. I'm going to outline some rules that you can follow during your conversation after potential clients enquire you have three options. One is that clients book a session and pay. Sometimes that happens. Some clients don't want to waste time and are keen to start seeing you. In that case, the client is already a real client, and there is nothing to do apart from start doing the job that you do best. Another option is that you don't provide a free session, but clients still want to ask questions. In that case, you would have a conversation, my email or phone, and this is a good time to apply the rules. We will discuss in a few moments, however, because this is probably going to be a brief conversation. Use the rules as guidelines without being too structured. Let the conversation flow, but keep the rules in mind. Another option is that you provide a free session and you speak to them, either face to face or over the phone for something like 30 minutes. In this case, you have plenty of time to engage in a meaningful conversation, and you can follow the rules in a more structured and comprehensive way. So these are the rules to follow to transform potential clients into real clients. Rule number one. Don't push first and foremost, Never push. We all know how annoying that is. Pushing creates a bad environment in which potential clients will be less likely to become riel clients. It has a paradoxical effect. You want people to get closer, but they end up resisting, and this is absolutely not what you want. So instead of pushing, you can just engage in a meaningful conversation in which you offer to listen, understand and explain how you can help create a collaborative, friendly and known judgmental environment, and potential clients will be more likely to pay you rule number. To understand the main concerns again, start with the problem. Investigate the concerns potential clients have and understand as much as possible. This should be quite easy for you. Just use your therapy or coaching skills, and you'll be fine. Rule number free. Listen very well. Listening is such a big part of the game. If you don't listen, your potential client, you will not be able to make a positive impression, and they will not be convinced that you're a good fit. So make sure to use active listening because they need to know that you understand. Rule number four. Uncover the pain and related costs. Ask questions about what's painful in the life of your potential client. Asked questions about what the problem is costing in the life of your potential client. Take time to discuss the gap between reality and aspirations that's going to create a sense of urgency. Rule number five. Discuss aspirations. Why is your potential kind thinking about therapy or coaching? Obviously, they're frustrated with how things are now, but how they like things to be different. Discussing aspirations allows your potential clients to visualize a possible outcome and make them feel more optimistic. Rule number six overcome objections. Inevitably, potential clients will have objections. If you ignore them, you lose a precious opportunity. Instead, talk openly about objections and overcome them. Remember not to invalidate their objections. Instead, normalize them. It's quite normal to have objections, but still do help the client to overcome their objections. Rule number seven Discuss value If your potential client inquires about money, give them the information they need to have and then discuss value instead. What value will terribly your coaching add to the client's life? This way you will have a more positive and motivating focus. Rather than thinking about the money they will spend. Your potential clients will be focused on what they will get. 12. How to keep finding an ongoing stream of clients: Once you have implemented free of the strategies discussed, you'll have your first clients. But marketing doesn't end there. If you stop marketing, you stop having Klein's. It's like going to the gym. If you go to the gym for a month, you might get feet er, but if you stop going, you lose what you gained. The same is true for marketing. It's a known going effort. It's more similar to a marathon than a sprint, so you need to keep the effort over time. Understand that marketing is part of your job. If you want to have a private practice, marketing is going to be part of your job. So make it part of your job by putting marketing in your shadow. Most likely, you're using some kind of calendar to keep track of all the appointments. Well, marketing needs to be part of that calendar. You might be wondering, How often should you shadow your marketing time and how should you use that time? My main suggestion is that once a month you need to have a marketing review in which you go over what you have done, how well it's working, what you want to do next and what you need to do to make that happen. So once a month you will have an appointment with yourself. You sit down, think about those points and end up with an action plan for the following month. Be specific. Decide on what actions you need to take an update your shadow by including the new action plan. For example, if your action is blogging once a week, shuttle one hour a week for research and one hour a week for writing. Be clear about specific days and times you get the idea. If you don't plan, it's not going to happen. So be sure that every month you shadow your marketing review. And during that review, you understand what you want to do and what you need to do to make that happen, then shuttle again. If it's not on your agenda, it's easier to procrastinate or even forget. So have a formal system in place 13. The most common deadly marketing mistake: the most common deadly marketing mistake is perfectionism. You probably know what it's like to be a perfectionist. You want everything to be 100% perfect. You're very worried about possible mistakes. It takes a long time until you reach the mythical state of perfection. You might procrastinate a lot or you might never start. I actually know a couple of people who have not started their private practice because of that. They simply gave up. And I know many people who have taken an incredibly long time to start now. This is deadly when you're getting started. But if you have already started, it's also very dangerous because if you keep being perfectionist and procrastinating, your work is going to suffer because you do less marketing or no marketing a toll and you have less clients. So the antidote to perfectionism is aiming a good enough. Your marketing doesn't need to be perfect. It needs to be good enough. That's what allows you to get started. Once you get started, it's okay to make mistakes, and you can always correct them, and your work improves over time. Do not obsess over small details because they don't make any difference. Obsessing over small details is a waste of time. It doesn't add any value to your marketing on excessive level of attention to detail. Doesn't make any difference. So remember, reach a good enough level, get started and improve over time. Don't let perfectionism get in the way. It would be a missed opportunity for you to do your job and help people in need. Don't make that mistake. Instead, get started first. You can always improve your marketing after you get started, you're going to make changes anyway, so get started first. 14. The single most important secret of successful marketing : there is one very important secret that you need to keep in mind to be successful in your marketing efforts. These secret is very simple. Provide great value to your clients even when they're not paying. People who are working with you are investing. Resource is, for example, time and money. You need to give them great value in exchange. Make sure that they think the investment is worth and remember that even when they're not paying, their still investing resource is even if they just send you an email that takes time and effort. If you find a way to provide great value in, people are not paying, they're more likely to hire you. Let's be practical. If you work as a therapist or coach, how do you provide value before Klein's Bayu? There are many ways to do these. For example, you might give potential clients free e book a video off recession. These are classical ways to provide value, but I really invite you to be creative. Something as simple. Ascending a link to a good article that is relevant to declined might be effective. These strategies work well. If you do email marketing the most simple but very effective method to provide value to known paying clients is to simply engage in a conversation with them when they inquire. You can always use these mentored, regardless of what kind of contact you have face to face phone email. You can always have a meaningful conversation, answer their questions, provide valuable information and make it clear that there is hope for them to get better. Providing great value to your clients makes you win and also makes your clients win. Good business is always a win win proposition. All parties involved need to win. It doesn't matter if payment is involved or not. If you ground your practice on these principal, you will maximize your chances of having a known going stream off happy clients. So use this principle in your marketing and make it clear how your clients will win by doing business with you. And then what hard toe Hold this principle 15. Class project: it's now time for the class project. This is an opportunity to actually get started and implement what you learned in these scores. Completing the class project is going to skyrocket your learning and is going to make it more likely for you to get started with a well defined marketing strategy. In addition, you have a precious opportunity to get feedback from me and from fellow students. This class project consists of two parts for but one. You will share a plan to bring visitors to your website. Choose up to three strategies that we have discussed in this class and describe them. Be very specific and describe all the relevant aspect of your plan. This is a precious opportunity to define your plan, which makes it more likely to be implemented. And it's also a precious opportunity to get feedback from me as well as from other students . If you have a website do share that you are l. That's another opportunity for you to get some feedback on that. For part two, you will give feedback to fellow students, look at two projects that have been created and give them constructive feedback. Let your fellow students know what they have done well. And what are the areas of improvement? If you have specific suggestions, tell them. Remember Onley constructive feedback. You'd be surprised by how much you will learn from this exercise. 16. Conclusion: well done for reaching the end of this course. By now, you should have an understanding off the marketing process and a few ideas to get started. Remember that finding clients for therapy and coaching is a practical enterprise. Simply taking this course is not going to help unless you actually implement what you learn . So take time to plan your next steps and do the work. Thank you for taking this course. It's been a pleasure to accompany you in this journey. Please consider living a review for these course. Be open about what you learned and how the course helped you, because that's going to help people like you to make a decision on whether to take this course or not. And finally, good luck for your private practice.