A CRASH COURSE IN MARKETING FOR MENTAL HEALTH PROFESSIONALS - - PowerPoint PPT Presentation
A CRASH COURSE IN MARKETING FOR MENTAL HEALTH PROFESSIONALS SURVIVING AND THRIVING IN YOUR CLINICAL PRACTICE AND CAREER BY BILL OHANLON BILLOHANLON.COM YOURLIFEOFFREEDOM.COM Crash Course in Marketing Slides Free copy Slides are
SURVIVING AND THRIVING IN YOUR CLINICAL PRACTICE AND CAREER BY BILL O’HANLON BILLOHANLON.COM YOURLIFEOFFREEDOM.COM
Visit: billohanlon.com Press FREE STUFF Press SLIDES
Few clients, little money No one taught me marketing or business principles in my mental health training This presentation will be your crash course in marketing
Identity vs. Image Marketing Your task is not to manipulate people or present a false, cool image, but to let them know who you are, what you offer and how to
Identify and communicate your unique abilities, niche, identity, expertise, passion, and contribution Find what moves you: Blissed or Dissed
Find the people who would be interested in you, your services and your products Let them know who you are, where you are, what you offer and how to access you and your stuff; get them to access any of that they need
When your practice is filled and you can be more selective, you have arrived Ultimately, your task is to be in places beyond your location and time put in
That is, products and services that extend your reach and touch people even when you don’t know them or spend time with them
Your path will very likely be different How I got pulled and called to something beyond Clueless but committed Speaking, then books, then web-based and distance-learning offerings
Email newsletter; teleseminar; online courses; digital products
My goal is to develop a workstyle that doesn’t require my presence or time and still has a positive broad impact; passive, automated income
Get known as and expert in some niche or specialty Give other people a shorthand way of remembering you Find some area or population that is underserved or hasn’t been attended to well Marketing caulk; find the gaps and fill them in Make your marketing congruent with that niche and build your reputation on it; later you can branch out Create good “word of mouth” buzz about you and your work
Relationship marketing Attention as the new currency Permission as the gateway to the prospect
No one-shot marketing, but longer term relationship building The lifetime value of a customer People long for connection in this disconnected world Regular communication or contact Authenticity Personality Belonging to a group or community Ongoing connection Insider information Shared language or jargon
The Attention Economy Stand out from the crowd Funny Bizarre Entertaining Engaging High value Succinct Magnets (The Power of Free)
Permission Marketing The old ad model no longer works as well
People are jaded There are so many ad messages we see each day we become inured
But . . . We’re willing to listen to and pay attention to messages that are relevant to our needs and interests That’s why Google ads do so well Get people’s permission by only inviting people who are really interested in your message/ niche Give them an incentive to connect with you and let you send them messages
Attracting people who are interested in your work, your ideas, your products Find your potential niche audience and market Communicate with that market to let them know who you are and what you have to offer You can advertise, but most new clinicians don’t have much money; use the web and personal contacts Get an email management service that let’s you create “opt-in” lists in which people confirm their interest in receiving information from you
Make an offer for free valuable information/ stuff to get permission from people to contact them by email Free report, Video, Audio, Email tips Create an opt-in box on your blog or website
Create a blog on your niche topic and writing/ making videos on the blog on a regular basis Have a presence on the major social media sites (right now: Facebook, Twitter, YouTube, LinkedIn) and communicating regularly about your niche topic
Accomplish things that leave traces of success, credibility and value in the world C.A.R.V.E. Your Reputation: Connections; Accomplishments; Reputation; Visibility; Evidence) Give talks or teleseminars on your niche topic Write and publish books on your niche topic Make and publish regular podcasts on your niche topic
Connect with people in your niche through email, blogs, videos, audios, etc. Once people find out about you and give you permission to contact them, communicate with them regularly and provide them with entertainment, value and a sense of who you are Let them know about your accomplishments, the value you provide, and the social response you have gotten without being boastful or arrogant Use blogs, videos, audios, teleseminars, reports and any other medium you can Be authentic and generous Create products for people to get more in-depth information and help from you
Help people buy from you in the easiest and most profitable ways Get an online shopping cart Get a merchant account and PayPal to take money; connect them to your bank account for automatic deposits
Create a one-page website for each of your
Make the offer and the buying process very clear and easy (a confused person does not buy)
Use bullet points Offer value-added bonuses Put an image of the product on the page Put a call to action on the page Put a link to the product in the shopping cart on the page several times (with a nice big button so people can easily find it and click it) Make the offer more compelling by creating scarcity (time or quantity, reciprocity, social proof, benefits and evidence of results
Create an additional (upsell) offering for each product you offer One formula is to offer something that is half the price of the initial product Send the customer to that upsell page after purchasing the initial product and before they check out Create a thank you page for each product you sell Follow up with automated emails (autoresponders) and emails to customers who have bought your products Don’t waste their time; be brief Provide information, entertainment and valuable stuff
Have great customer service Do what you say you will do Provide good value products/ services Try your purchase process and products before releasing them Correct mistakes and apologize Offer refunds and guarantees Send the person something extra if there has been a problem or misunderstanding
You Tube videos Blogs Pay per click ads (PPC) Viral giveaways/forwards Natural search results Social media sites Affiliate referrals Joint mailings with partners
Get a Google account Create a YouTube channel Put a “hot” link (clickable) as the first thing in your bio Put the site name into the video Provide something valuable Can be slide program with audio or more elaborate video Add keywords and phrases
Free; on Wordpress or your own site Picked up by Google quickly Put link to video in blog post Send out an announcemet about the new blog post/video Keywords and tags Content about your niche Useful, valuable stuff; people are busy RSS feed
Google, Yahoo, Facebook, Twitter or Microsoft Short ads that lead people to your site when they are searching for or have listed something related to your niche/keywords Limit the campaign; look at results Increase whatever is working to make money Keyword research
Create ebook, report, video, audio, etc. that people want to send to others Catchy; funny; controversial; moving; shocking; stupid Think of what you have forwarded; model on that Put in your link/website/blog Useful tips on your business card
Longevity Good relevant content Page or blog post titles External links Keywords and phrases Local, specific or universal (e.g. Atlanta Christian marriage counselor
Facebook, LinkedIn, Twitter Fan Page on Facebook Put in links in your bio, on your page, in your tweets Announce events
Not for clients but for products Give a great referral fee (50% of higher ticket items) Set up a referral program Do most of the work for people; make it easy Send regular reminders Send regular reports and congratulations Pay quickly and with integrity Consider a bonus for best affiliates
Like an affiliate program, but more jointly planned and executed Designing products and launches together Mutually beneficial Complementary niches or lists Shared resources and knowledge Learn and model on each other
your message more compelling
An informercial copywriter (Colleen Szot) changed the “call to action” from: “Operators are standing by; please call now.”; to “If operators are busy, please call again.” Sales increased significantly; shattering a 20-year sales record Why? You’ll soon find out and know very well.
People tend to look to others, especially a majority of others, to decide how to behave in and perceive situations Any messages that show that many (or most) others are doing or perceiving a certain way will influence one’s actions, choices and perceptions
Social psychologists, led by Dr. Robert Cialdini, investigated how the percentage of re-using towels more than once per stay was influenced by messages about how others behaved When a message was left saying it was good for the environment to re-use towels, a certain percentage of people re-used When the message was changed to suggest that most people re-used towels in that hotel, re-use went up 26%; when it was more specific (most people who stayed in that particular room re-used) re-use increased 33%
Goldstein, Noah; Cialdini, R.B.; and Griskevicius, Vladas. (2008). “A room with a viewpoint: using social norms to motivate conservation in hotels,” Journal
In an effort to reduce stealing of wood pieces from the Petrified Forest,
“Your heritage is being vandalized every day by theft losses of petrified wood of 14 tons a year, mostly a small piece at a time.” The study was suggested when a graduate student reported that his fiancée, who was usually scrupulously honest, read this sign and nudged him and whispered, “We’d better get ours now.”
Researchers specially marked wood pieces so they could measure theft on various trails. Then they created alternate signs: “Many past visitors have removed petrified wood from the park, changing the natural state of the Petrified Forest.” This sign showed people picking up wood. “Please don’t remove wood from the park, in order to preserve the natural state of the Petrified Forest.” This one showed a lone person picking up wood with a red X superimposed.
Compared to a control condition ( or no sign); 2.92% stolen: Social following sign: Increased theft to 7.92 % of pieces stolen. Lone wolf sign: Decreased theft to 1.67%.
We all think we aren’t going along with the crowd
“When people are free to do as they please, they usually imitate each other.” -Eric Hoffer “Why do you have to be a nonconformist like everybody else?” -James Thurber You are unique; just like everybody else. - Bumper sticker
Stanley Milgram had a person in NYC gaze skyward; most people ignored him. When he was joined by 3 others gazing skyward, 4 times as many people also stopped and looked up.
Milgram, S.; Bickman, L. and Berkowitz, L. (1969). “Note on the drawing power of crowds of different sizes,” Journal of Personality and Social Psychology, 13:79-82.
Women’s Voices, during the 2004 presidential campaign, sent out 1 million postcards with this message: “Four years ago, 22 million single women did not vote.” Oops! Voter turnout for single women was especially low that year, even lower than in 2000.
California households’ energy use were monitored and then doorknob cards were delivered to each house telling them how their energy use compared to the norm (some had used more than average and some less). Over the next few weeks, those households who had had above average usage reduced their consumption by 5.7%; but those whose usage was below average increased their consumption by 8.6%. [Don’t worry, they figured out how to fix this “middle magnet” by putting smiley faces on the cards or those whose energy use was low and frowny faces
Schultz, P. W.; Nolan, J.M.; Cialdini, R.B; Goldstein, N.J.; and Griskevicius, V. (2007). “The constructive, destructive, and reconstructive power of social norms,” Psychological Science, 18:429-434.
The ice cream cone and the monkey
Gallese, V., Fadiga, L., Fogassi, L., & Rizzolatti, G. (1996). “Action recognition in the premotor cortex,” Brain, 119:593-609. Fogassi, L., & Ferrari, P.F. (2007). “Mirror neurons and the evolution of embodied language,” Current Directions in Psychological Science, 17, 136–141.
A researcher subtly mimicked half the subjects while asking them survey questions, then “accidentally” dropped some pens; those who had been mimicked were 2-3 times more likely to pick up the pens as those who hadn’t
Van Baaren, Rick; Holland, Rob; Kawakami, Kerry; and van Knippenberg, Ad. (2004) “Mimicry and Prosocial Behavior,” Psychological Science, 15, 71-74.
37 Duke students tried out what was described as a new sports drink, Vigor, and answered a few questions about it. The interviewer mimicked about half the participants. The mimicry involved mirroring a person’s posture and movements, with a one- to two-second
touches her face, wait a beat or two and do that. If he drums his fingers or taps a toe, wait again and do something similar. The idea is to be a mirror but a slow, imperfect one. Follow too closely, and most people catch on. By the end of the short interview, those who were mimicked were significantly more likely than the others to consume the new drink, to say they would buy it and to predict its success in the
participants knew that the interviewer, the mimic, had a stake in the product’s success.
Journal of Personality and Social Psychology, 76, 893- 910.
motivational moderators of non-conscious mimicry.” In R. Hassin, J. Uleman, & J.A. Bargh (Eds.), Unintended thought 2: The new unconscious. New York: Oxford University Press.
Motor mimicry Facial mimicry Emotional contagion Reciprocal altruism
People diagnosed high on the autistic spectrum show less facial and yawning mimicry than others
Hermans, Erno J. ; van Wingen, Guido ; Bos, Peter A.; Putman, Peter; and van Honk, Jack. (2009)“Reduced spontaneous facial mimicry in women with autistic traits,” Biological Psychology, March/80(3): 348-353. Avikainen, S., Wohlschlager, A., Liuhanen, S., Hanninen, R., and Hari, R. (2003). “Impaired mirror-image imitation in Asperger and high-functioning autistic subjects,” Curr. Biol, 73(4), 339-341. Dapretto, M., Davies, M. S., Pfeifer, J. H., Scott, A. A., Sigman, M., Bookheimer, S. Y., et al. (2006). “Understanding emotions in others: Mirror neuron dysfunction in children with autism spectrum disorders,” Nat. Neurosa., 9(1), 28-30.
You probably already mirror people naturally, but you might be able to improve your skill at gaining rapport if you attend to people more
Give a nice gift to referral sources after they refer you someone; bake a cake; bring some cookies; etc.
“Studies have shown that most people get and feel better after they come to therapy.”
How can you use this social following/social norms principle in your work? How have you been inadvertently using social comparisons and norms ineffectively? What is one small shift you can make in the way you work that reflects what you have learned or clarified in this section?
What aspects of this training appeal to you? Which strategies will you implement first? How will you implement them? Do you need to outsource any of these tasks? To whom will you outsource? By when will you have any of this accomplished? Please create a task list and time frame for each task.
BILL O’HANLON BILLOHANLON.COM YOURLIFEOFFREEDOM.COM PUBLISHABOOK.COM BILL@BILLOHANLON.COM