October 17, 2024 • 30 mins
What if you could attract your ideal clients effortlessly, even before they realize they need your services? Join me, Dr. Kate Walker, as we uncover the secrets of attraction marketing and why it's a game-changer for your practice. Learn how this approach not only surpasses traditional marketing methods but also transforms how you engage with potential clients. We'll break down the significance of the 10-minute consultation and explain how understanding your ideal client can revolutionize your marketing strategy.
In the next part of the episode, we explore the art of building strong relationships through resources. Discover how a brief consultation can pre-qualify clients, guide them towards valuable resources on your website, and eventually turn them into part of your extended marketing network. By offering no-cost resources like recommended books, guides, and YouTube videos, you not only build trust and familiarity but also create opportunities for referrals from satisfied non-clients. This approach not only enhances client engagement but also maximizes your marketing reach.
Finally, we discuss the importance of creating branded, personalized resources while ethically leveraging existing ones, such as those from the National Institute of Mental Health. Learn how to optimize your website’s SEO and utilize analytics to identify the resources that resonate most with your audience. By making helpful resources accessible and encouraging newsletter opt-ins, you can significantly expand your reach and support more people. Tune in to gain actionable insights that will transform your practice into a magnet for your ideal clients.
Get your step by step guide to private practice. Because you are too important to lose to not knowing the rules, going broke, burning out, and giving up. #counselorsdontquit.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:09):
Hey, welcome to Texas .
Counselors Creating BadassBusinesses, and I'm Dr Kate
Walker, and this is your Tuesdaycoaching.
I'm going to take a second andlet folks in who are here and,
as usual, if you're here,awesome.
If you're listening to me on areplay, that is wonderful too,
(00:30):
because you're doing somethingamazing for you so that you can
I don't know watch your kid'sbaseball game, get through the
grocery store, do whatever it isthat you want to do on this
beautiful Tuesday.
So today is all about themarketing tip that keeps people
coming back, and this is one ofthose things that's like but
(00:52):
wait, there's more.
And it's also going to kind oftee you up.
I don't know.
I have a golfing on my mind, sotee you up for a different sort
of marketing tip as well.
Honest to goodness, some of youmay not like this.
As counselors, we're not reallytaught to be marketers.
(01:13):
I know everybody knows we'renot taught to be business people
, but this is a completelydifferent skill, because
marketing means what you'redoing is you're helping people
access you.
So think about that for asecond.
You must be pretty amazing ifyou want people to access you.
Well, of course, you're amazing, right?
You're this shiny, amazing,beautiful, wonderful piece of
(01:37):
knowledge and wonderfulness thatthe community needs to access,
because you have something theyneed and there are all kinds of
podcast episodes and things outthere that talk about the
imposter syndrome and if youjust don't really believe you
got all that oomph and all thatshininess, this is going to be a
little bit of a struggle foryou, possibly, maybe a little
(02:01):
bit, but I'm going to go thereanyway.
So here's what you need to knowbefore we even do anything with
this.
And if I'm going to take onesecond and verify that we got
everybody in Right, okay, we'regood.
So here's one of the things I'mgoing to talk about.
(02:22):
Actually, I'm going to talkabout three things that I have
talked about before, so I'm notgoing to go into detail and a
lot of depth about that.
Number one is the 10-minuteconsultation.
I've talked about that a ton.
I've got other episodes aboutthat.
I'll post a link when we getthis up in your profile or if
you're listening to this on thepodcast, we'll post a link so
(02:45):
you can grab the link to thatepisode.
Anyway, you get what I'm tryingto say.
Also, you're going to need tohave access to your website back
office.
I can't teach you how to dothat on this episode, because
they're all different, but, longand short, you need to have
your login information.
(03:05):
So if you don't have the typeof website where you can get
into your back office, I don'twant you to stop listening.
Keep listening, keep watching,because when you do get access
and you need access if you'regoing to do effective marketing
then you'll know what to do.
You've got all of this stuffteed up and ready to go.
(03:27):
And the third thing I would likeyou to keep in mind and I'm not
going to teach you this todayis your ideal client.
I want you to have an idea whoyour ideal client is.
So if you are just starting outand you're like I, just like
people who have a pulse and walkthrough my door or click the on
button, that's okay.
(03:48):
We've all been there.
It's really tough to thinkabout developing a niche or a
niche when you're just trying tokeep the lights on right, when
you're just trying to build thatpractice.
So, again, you don't have tohave that ideal client today,
but as I give you thisinformation, you will see how
(04:09):
much easier it is to develop theresources I'm going to talk
about.
If you have an idea who yourideal client is.
So traditional marketing, right.
Traditional marketing and Ireally mean probably 10 years
ago it's you know, door hangersand getting your name on the
(04:30):
back of the T-shirt at the highschool and getting a directory
listing and some kind of a paperitem, right.
So it was all about I'm goingto sit here and I'm going to
shine, right, because I'm alwaysgoing to be shiny, and I'm just
going to hope that people kindof trip over me.
I hope they find me, and ifthey happen to find me when they
(04:51):
have the need, that's evenbetter.
It's like finding a dentistwhen you have a toothache, right
.
So it's not that you're outthere and you notice all the
dentist billboards and businesscards and commercials, but when
you have pain, suddenly you'relooking for the dentist, right.
So that sort of traditionalmarketing what I talk about a
(05:14):
lot here, what is sort of Idon't have the data, but it's
effective, it's more effectivethan traditional marketing is
attraction marketing, right.
So you're over here right now.
Other hand, right, if you'rewatching me, you're over here,
shining, you're being yourbrilliant, beautiful self and
(05:34):
people who aren't in pain areactually going to trip over you.
They're going to find you.
They're going to be like wait aminute, what's that beautiful,
shiny thing over there?
I want to walk over there andsee what that is.
So you're actually attractingpeople to you who may not be
your client yet.
They may not be in that levelof pain where they're seeking
(05:57):
you out, right, and just goingokay, where is it?
Where is it?
Where is it?
But they're in a space wheremaybe they're feeling pretty
good, but they hear you at atalk or they're Googling a thing
, and they come across youramazing article, your blog post,
your podcast, your YouTubevideo that you put together and
they're like, oh my gosh, I likethis person.
(06:19):
This person is trustworthy, Ilike the information.
I fact check them and they knowwhat they're talking about.
And so, with that in mind, let'sgo through the steps of how
this type of marketing will work.
And I had to look up for asecond.
That's what I was doing aminute ago.
I wanted to see well, what didI actually call this thing?
(06:39):
What's the title?
Because I know what it is.
I'm actually wanting you tothink about people who do become
your client, but I also wantyou to think about the people
who are not a good fit for youbased on your specialty,
schedule and cost.
Both of these folks are goingto be affected in a good way by
(07:02):
the type of marketing that I'mtalking about today.
All right, so when you thinkabout that 10 minute
consultation, really what we'redoing is we're pre-qualifying
folks for you Now, so that couldbe.
Again, I mentioned the threethings based on specialty, cost
and schedule, right, I've beenreading and hearing a lot on the
(07:25):
interwebs.
Folks are like how do I make aschedule that just allows me to
work from eight in the morningto two in the afternoon?
I've got kiddos, I want to makesure I'm home in the afternoon,
and so you're thinking, okay,I've got to pre-qualify people
before I get them in my office,right?
So like, if they find a day ora time and it's 11 am and they
(07:50):
come to see you and then youfind out, well, they can never
come back to see you at 11 am,they just grab the first opening
, right?
That means you didn't reallypre-qualify them and I talked
about this in the episode acouple of weeks ago where you
know setting expectations inthat 10-minute consultation so
that that first session goessmoothly, right?
If you go to that first sessionand you're sitting there talking
(08:11):
about your schedule and they'relike well, wait, I can't ever
come at this time again.
I work for a living.
You didn't do a good job ofpre-qualifying them, so again,
that's the magic of the10-minute consultation.
Here we are again right.
So, with this 10-minuteconsultation, what you're going
to do and this is the secretsauce you're going to direct
(08:32):
this person.
Whether they are qualified andthey are eligible and a good fit
for your practice and theybooked that first session, or
they are not, you want them tokeep going back to your website
Now, your website.
That's why I said earlier, youneed to have access, but even if
you don't keep listening.
(08:53):
So if this 10 minuteconsultation, if it goes well,
right, you get to the end of the10 minute consultation.
You both agree on a time Great,I can't wait to see you Tuesday
at 10 30 am.
By the way, your appointment'sabout two weeks off and I have a
resource on my website.
(09:14):
I have an Amazon store and ifyou go to that Amazon store,
you'll see 10 books that Irecommend that deal with the
topic that I think you'redescribing to me in this 10
minute consultation.
Now, keep in mind that Amazonstore.
I do get a kickback, so you canalways just go to your favorite
bookstore or log into Amazonwherever you like and you can
(09:36):
grab that book.
Also, on my website, you willfind that I have this guide,
five steps to the thing thatyou're struggling with
overcoming it, managing it,surviving it, dealing with it
and I think it would really behelpful.
So if you want to grab thoseresources before our first
meeting, I think you'll findthat first initial session goes
(10:00):
a little bit better or somethinglike that.
Right, so you do you.
You figure out what verbiageyou want.
So you see what we did there.
If that first session is twoweeks away, this person's going
to go back to your website foryour Amazon store.
They're going to go back toyour website to download the
guide.
Now they have this information.
(10:21):
Guess what they're going to do?
They're going to tell theirfriends.
Everybody and I'm pointing atme, I'm pointing at you, I'm
pointing at my neighbor acrossthe street everybody wants to be
helpful.
We love it when we have aresource that our friends and
our neighbors and our colleaguesare looking for.
(10:43):
If we overhear a conversation,somebody's struggling and we're
like wait a second, I know agreat book.
Hey, I didn't mean to eavesdrop, but I have this resource and
you can get it by going towwwyourawesomewebsitecom
(11:05):
wwwyourawesomewebsitecom.
So here's this person who hastwo weeks to do the work and, if
it's a good fit, right in 10minutes isn't a great amount of
time to get to know someone, butif it's a resource they find
helpful, then they will refer itto others.
All right, now that's theperson who's coming.
Now you can imagine what'sgoing to happen with the person
who is not booking that firstappointment.
And if you're a seasonedprofessional and you are
(11:27):
listening to me and I knowyou're here you know that
sometimes that first phone calldoesn't result in a booked
session.
But guess what?
Six months later they come backand they say you know what I
did book with another therapistand it wasn't great, but I had
(11:47):
such an amazing phone call withyou or email or whatever it is
you do you that I came back.
That's what we want.
So we call that.
Of course, that's wonderful,right?
But we're also trying to takethat person who did not become
your client and we're going tohelp them become part of your
marketing team, right?
I like to call that a ravingfan.
We want them to take what theyfind from you and, even if it's
(12:13):
not a good fit, and they becomea client.
They trust you, know you, likeyou and they refer you to others
.
So it's the same thing.
Right?
You're going to finish theconversation, the 10-minute
consultation, and you're goingto say I'm so sorry, it's not a
great fit, but after listeningand hearing your 10-minute, you
know our talk together today.
(12:35):
I think my resource might helpyou navigate the struggle that
you're currently experiencingwith your adult child, with your
partner, with your agingparents, and if you download
that, you know it may be helpful, right?
So you're helping them.
(12:55):
Again, they're going back toyour website to get the resource
and this resource.
So let's talk about thatresource for a minute.
These are things that that youdon't charge for.
I know it's tempting to think,yeah, I'm just gonna, I'll
charge a dollar, I'll charge 50cents, I'll create a membership
and when they join, they becomea member.
(13:16):
Then they have all the thingsfree.
Okay, I love your entrepreneurmind, but if you're going to
help the community start to viewyou as an expert and see your
shininess, even when they're notin pain, you want to eliminate
as many barriers as you can forthem to be able to access you,
(13:38):
right?
Because that's what your stuffis.
It's just a piece of you.
So imagine if you created aYouTube video and you post the
link.
Well, guess what?
Now they may listen to thatthing once a day for a week.
They're hearing your voice,they're seeing your face,
they're watch how you know.
Maybe you use your hands toomuch, like someone I know, right
(13:58):
, they're looking at the stuffbehind you.
Maybe you know they're able toread the you know fine print on
your degree.
Who knows what they're doing,though, is when they meet you in
that 10-minute consultation,their anxiety is through the
roof.
They're not hearing you,they're not really listening,
because that's just how ourbrain works Anxiety up,
(14:19):
cognition down.
If you have a YouTube video andthey're going through this and
listening to you again and again, well, now their anxiety goes
down, they're able to reallyhear you, they can pay attention
to the things in yourbackground, the things that are,
I mean, gosh.
You know I have a book for saleover here.
I mean, who knew, right?
(14:40):
I'm not saying to do that, youknow, in your YouTube video, but
you can.
The point is, these folks thenhave the time to really get to
know, like and trust you.
So if it's not a good fit forthat time in their life during
that season, you can bet youwill stay front of mind when
(15:04):
they're going through this issue.
Later on, when they're talkingto friends and family with
similar issues, that resourcethat YouTube video or whatever
resource we're talking abouthere will become front of mind
and they become your marketingteam.
This is your raving fans, asPat Flynn calls it.
(15:26):
Right, these are going to beyour true fans and they will let
people know about you becauseyou're so easy to access and
you're so easy to get to know.
You're so easy to get to trustand like.
All right, so let's talk aboutresources.
What kind of a resource?
(15:47):
Well, you know I like oddnumbers, so I'm all about the
three steps to this, five stepsto that.
So I know some resources.
I'll just use myself as anexample that I've come up with.
In the past I worked withcouples navigating infidelity,
and so I would come up withthings like five steps to
(16:08):
fighting fair, and I wouldresearch and I would find other
you know articles and things andI would come up with, you know
five things to fight fair byKate Walker.
You can also use other people'sresources.
You just want to be sure tocite them correctly.
(16:31):
Go to the National Institute ofMental Health websites.
They have tons of great PDFs.
Now, the only issue I have withother people's resources is you
can't really put that on yourletterhead.
I mean you can, but the pointis you want to put something in
these folks' hands that willlead them back to you.
So it'll have your email, it'llhave your phone number, it will
(16:55):
have your website, right?
So if they are hitting print,or even if they have it on their
phone and they're just readingit when they're in a bad
situation and they're like, ohgosh, I need to bring up that
resource.
They see your brand, they seeyour logo, they see all about
you.
And again, if it's the NationalInstitute of Mental Health, we
know that's great information.
(17:16):
But perhaps you could evensummarize it, consolidate it
into five steps.
Just be sure to give propercredit.
Number one and number tworemember you can't charge for
things that are not yours, right?
So if you do decide to turn itinto something to sell, you
can't put someone else's stuffbehind a paywall, right?
(17:39):
You can't say, okay, well,here's my brochure from the
National Institute of MentalHealth, but I'm going to charge
you a dollar to access it rightwhen it's free on the National
Institute of Mental Healthwebsite.
So creating your own resourceisn't that hard to do.
I mean, you could literallyprobably record yourself in a
(18:01):
session Don't do that withoutyour client's permission, but
you could literally recordyourself in a session giving
pointers to a parent about whatare five ways you can help your
kindergartner get ready for thefirst day of school.
Right?
I mean those of you who workwith kiddos you could come up
(18:21):
with three ways without eventhinking.
Right, you could sneeze and youwould find three ways to help
your kindergartner get ready forthe first day of school.
So this is where that havingthat ideal client is really,
really helpful, because if youhave lots of favorite clients,
it's gonna be hard to sort ofpin down one thing.
(18:43):
But don't worry, there's stilla place for this, okay?
So if you're still kind of inthat stage of your practice
where just if they have a pulseand they can find out how to log
in and walk through your dooror whatever, that is, well then,
post some things aboutdepression.
Post some things aboutdepression.
Post some things about anxiety.
You know, here's how to uh justuh, not dysregulate.
(19:07):
Here's how to regulate uh, youruh fight or flight response
when you are called on to give aspeech in your uh in your class
at school, right, and you justgive them close their eyes,
visualize, right?
I mean, I just came up withfour things.
(19:28):
I didn't even try, right?
So you do that on yourletterhead or some sort of a
pretty background.
There are lots of softwareprograms out there, websites.
Canva is my favorite, that'sC-A-N-V-A.
I don't work for them, I'm notan affiliate.
I just think it's a great wayto build pretty things.
So you create the resource, youcreate the guide for, maybe,
(19:53):
this generic client.
One thing I would caution youagainst is and I talk about this
, or I will be talking aboutthis at the Texas Counseling
Association Annual Conference inDallas this year as of this
recording, it's 2024.
I'm going to talk about theethics of creating copy, right,
you want to make sure it'swithin your scope of practice,
(20:18):
right?
Don't just think, well, I thinkthis kind of client would be
nice to have.
So I'm going to create a guideBecause, remember, this is you
shining, this is you being yourbrilliant self and people are
going to be like, ooh, I want toget that guide.
Then they're going to want tobook an appointment with you,
and if you're not trained inthat, that's going to be tough,
(20:39):
right, there's some ethicsinvolved there.
You kind of led them to thething and then you're like, ooh,
but wait, I really can't do thething.
So having an ideal client,having a special area that you
feel trained in and that youlove, that could be super
helpful.
Another thing to do, though solet's say you're undecided,
(21:01):
that's okay.
Well, create five, right?
If you love working with kids,create a kid resource.
If you love working withcouples, create a kid resource.
If you love working withcouples, create a couple
resource, if you right.
So do three or four and thensee which one gets downloaded.
There are ways of quantifying.
There are plugins for yourwebsite.
(21:21):
You can use your google searchconsole.
There are ways to to understandhow many of these things
actually get clicked anddownloaded, and then just run
the numbers Right.
If you see that there's an areathat's really utilized in your
community and you notice thatthose clients coming in are
(21:42):
energizing, they're somethingyou really, really feel that
hits you where you've beentrained.
Then take the other threethings down and just focus on
creating resources for thatclient All right, that type of
client, that particular issue,all right.
Now I'm going to do like myyoga teacher does.
All right, if you feel ready,here's an advanced thing, here's
(22:06):
an advanced posture for you.
Right, and this is the thing Iwas warning you about you might
feel a little icky about, butyou can use those resources to
create something we call anopt-in All right.
So if this, at the end of the 10minute consultation, this
person is not going to be agreat fit for your practice and
(22:28):
you want to make sure that theyare still in your world, right,
they're still able to access you.
They have quick access, theyare.
You know, it's sort of like awaiting list, but different.
So if you're interested and youlike the idea of doing
newsletters, right, this isdirectly related to using that
(22:53):
resource to create this opt-in.
People opt in by getting theresource and then you have them
on a mailing list.
Now I'm not going to get intothe HIPAA aspect and all that.
I've done other episodes onthat aspect and all that.
I've done other episodes onthat.
So you would have to do your duediligence to understand what
can go out to folks.
If your email list is not aHIPAA compliant email list,
(23:17):
right, you obviously want tomake sure that you're not
sending anything out.
That's like a reply all or has15,000 emails and everybody can
see it right.
So this is simply like sendingout brochures to people once a
month or once a week.
So if you don't know quite whatyou would do with an email list
(23:38):
, then don't do the advancedposture.
It's totally fine.
Go back to child's pose.
You're fine.
This what I'm giving you todayan understanding that, okay, I
can take things that I alreadyhave and that I already know.
My favorite thing to do is toliterally take stuff that didn't
sell, like if you had thiscourse and it just sat there
(23:59):
like a bump and never sold, younever got any traction for it.
Turn it into your free resource, right, getting on the 10
minute call hey, sorry, it's nota great fit, but I think you
would really love this resourceI have.
It's a series of three emailsor it's a one hour YouTube video
where you will learn four waysto help your kindergartner go to
(24:26):
bed at night when they'refeeling anxious about a bully at
school.
I don't know.
I just got super specific onthat.
I'm not really sure.
So let's recap.
For this you will need to knowand be able to do a 10-minute
consultation.
Of course, you can still justput it on your website and hope
that SEO is optimized and youare up there in the Google
(24:50):
search engines and people whenthey Google kindergartners first
day of school, they're going tofall over your posts and your
website copy.
But having that 10 minuteconsultation to pre-qualify
folks as a client or say, oh,you know what, you're going to
be my true fan Now.
You're not going to say that tothem, by the way, they're just
going to be my true fan Now.
You're not going to say that tothem, by the way.
They're just going to like youenough to become that.
(25:12):
You're also going to need tohave access to your back office
and an idea who your idealclient is.
Then the fun part make theresources, get them on your
website and then start helpingthe world just like you do, just
like you're good at Help peopledeliver or help them share you
(25:34):
right, you're going to give themways to help their friends and
neighbors with your magnificentmaterials.
All right, now go do greatthings.
I'm going to hit pause and Iwill take questions from folks
who are here.
Hey, welcome to Texas .
Counselors Creating BadassBusinesses, and I'm Dr Kate
Walker, and this is your Tuesdaycoaching.
I'm going to take a second andlet folks in who are here and,
as usual, if you're here,awesome.
If you're listening to me on areplay, that is wonderful too,
(00:30):
because you're doing somethingamazing for you so that you can
I don't know watch your kid'sbaseball game, get through the
grocery store, do whatever it isthat you want to do on this
beautiful Tuesday.
So today is all about themarketing tip that keeps people
coming back, and this is one ofthose things that's like but
(00:52):
wait, there's more.
And it's also going to kind oftee you up.
I don't know.
I have a golfing on my mind, sotee you up for a different sort
of marketing tip as well.
Honest to goodness, some of youmay not like this.
As counselors, we're not reallytaught to be marketers.
(01:13):
I know everybody knows we'renot taught to be business people
, but this is a completelydifferent skill, because
marketing means what you'redoing is you're helping people
access you.
So think about that for asecond.
You must be pretty amazing ifyou want people to access you.
Well, of course, you're amazing, right?
You're this shiny, amazing,beautiful, wonderful piece of
(01:37):
knowledge and wonderfulness thatthe community needs to access,
because you have something theyneed and there are all kinds of
podcast episodes and things outthere that talk about the
imposter syndrome and if youjust don't really believe you
got all that oomph and all thatshininess, this is going to be a
little bit of a struggle foryou, possibly, maybe a little
(02:01):
bit, but I'm going to go thereanyway.
So here's what you need to knowbefore we even do anything with
this.
And if I'm going to take onesecond and verify that we got
everybody in Right, okay, we'regood.
So here's one of the things I'mgoing to talk about.
(02:22):
Actually, I'm going to talkabout three things that I have
talked about before, so I'm notgoing to go into detail and a
lot of depth about that.
Number one is the 10-minuteconsultation.
I've talked about that a ton.
I've got other episodes aboutthat.
I'll post a link when we getthis up in your profile or if
you're listening to this on thepodcast, we'll post a link so
(02:45):
you can grab the link to thatepisode.
Anyway, you get what I'm tryingto say.
Also, you're going to need tohave access to your website back
office.
I can't teach you how to dothat on this episode, because
they're all different, but, longand short, you need to have
your login information.
(03:05):
So if you don't have the typeof website where you can get
into your back office, I don'twant you to stop listening.
Keep listening, keep watching,because when you do get access
and you need access if you'regoing to do effective marketing
then you'll know what to do.
You've got all of this stuffteed up and ready to go.
(03:27):
And the third thing I would likeyou to keep in mind and I'm not
going to teach you this todayis your ideal client.
I want you to have an idea whoyour ideal client is.
So if you are just starting outand you're like I, just like
people who have a pulse and walkthrough my door or click the on
button, that's okay.
(03:48):
We've all been there.
It's really tough to thinkabout developing a niche or a
niche when you're just trying tokeep the lights on right, when
you're just trying to build thatpractice.
So, again, you don't have tohave that ideal client today,
but as I give you thisinformation, you will see how
(04:09):
much easier it is to develop theresources I'm going to talk
about.
If you have an idea who yourideal client is.
So traditional marketing, right.
Traditional marketing and Ireally mean probably 10 years
ago it's you know, door hangersand getting your name on the
(04:30):
back of the T-shirt at the highschool and getting a directory
listing and some kind of a paperitem, right.
So it was all about I'm goingto sit here and I'm going to
shine, right, because I'm alwaysgoing to be shiny, and I'm just
going to hope that people kindof trip over me.
I hope they find me, and ifthey happen to find me when they
(04:51):
have the need, that's evenbetter.
It's like finding a dentistwhen you have a toothache, right
.
So it's not that you're outthere and you notice all the
dentist billboards and businesscards and commercials, but when
you have pain, suddenly you'relooking for the dentist, right.
So that sort of traditionalmarketing what I talk about a
(05:14):
lot here, what is sort of Idon't have the data, but it's
effective, it's more effectivethan traditional marketing is
attraction marketing, right.
So you're over here right now.
Other hand, right, if you'rewatching me, you're over here,
shining, you're being yourbrilliant, beautiful self and
(05:34):
people who aren't in pain areactually going to trip over you.
They're going to find you.
They're going to be like wait aminute, what's that beautiful,
shiny thing over there?
I want to walk over there andsee what that is.
So you're actually attractingpeople to you who may not be
your client yet.
They may not be in that levelof pain where they're seeking
(05:57):
you out, right, and just goingokay, where is it?
Where is it?
Where is it?
But they're in a space wheremaybe they're feeling pretty
good, but they hear you at atalk or they're Googling a thing
, and they come across youramazing article, your blog post,
your podcast, your YouTubevideo that you put together and
they're like, oh my gosh, I likethis person.
(06:19):
This person is trustworthy, Ilike the information.
I fact check them and they knowwhat they're talking about.
And so, with that in mind, let'sgo through the steps of how
this type of marketing will work.
And I had to look up for asecond.
That's what I was doing aminute ago.
I wanted to see well, what didI actually call this thing?
(06:39):
What's the title?
Because I know what it is.
I'm actually wanting you tothink about people who do become
your client, but I also wantyou to think about the people
who are not a good fit for youbased on your specialty,
schedule and cost.
Both of these folks are goingto be affected in a good way by
(07:02):
the type of marketing that I'mtalking about today.
All right, so when you thinkabout that 10 minute
consultation, really what we'redoing is we're pre-qualifying
folks for you Now, so that couldbe.
Again, I mentioned the threethings based on specialty, cost
and schedule, right, I've beenreading and hearing a lot on the
(07:25):
interwebs.
Folks are like how do I make aschedule that just allows me to
work from eight in the morningto two in the afternoon?
I've got kiddos, I want to makesure I'm home in the afternoon,
and so you're thinking, okay,I've got to pre-qualify people
before I get them in my office,right?
So like, if they find a day ora time and it's 11 am and they
(07:50):
come to see you and then youfind out, well, they can never
come back to see you at 11 am,they just grab the first opening
, right?
That means you didn't reallypre-qualify them and I talked
about this in the episode acouple of weeks ago where you
know setting expectations inthat 10-minute consultation so
that that first session goessmoothly, right?
If you go to that first sessionand you're sitting there talking
(08:11):
about your schedule and they'relike well, wait, I can't ever
come at this time again.
I work for a living.
You didn't do a good job ofpre-qualifying them, so again,
that's the magic of the10-minute consultation.
Here we are again right.
So, with this 10-minuteconsultation, what you're going
to do and this is the secretsauce you're going to direct
(08:32):
this person.
Whether they are qualified andthey are eligible and a good fit
for your practice and theybooked that first session, or
they are not, you want them tokeep going back to your website
Now, your website.
That's why I said earlier, youneed to have access, but even if
you don't keep listening.
(08:53):
So if this 10 minuteconsultation, if it goes well,
right, you get to the end of the10 minute consultation.
You both agree on a time Great,I can't wait to see you Tuesday
at 10 30 am.
By the way, your appointment'sabout two weeks off and I have a
resource on my website.
(09:14):
I have an Amazon store and ifyou go to that Amazon store,
you'll see 10 books that Irecommend that deal with the
topic that I think you'redescribing to me in this 10
minute consultation.
Now, keep in mind that Amazonstore.
I do get a kickback, so you canalways just go to your favorite
bookstore or log into Amazonwherever you like and you can
(09:36):
grab that book.
Also, on my website, you willfind that I have this guide,
five steps to the thing thatyou're struggling with
overcoming it, managing it,surviving it, dealing with it
and I think it would really behelpful.
So if you want to grab thoseresources before our first
meeting, I think you'll findthat first initial session goes
(10:00):
a little bit better or somethinglike that.
Right, so you do you.
You figure out what verbiageyou want.
So you see what we did there.
If that first session is twoweeks away, this person's going
to go back to your website foryour Amazon store.
They're going to go back toyour website to download the
guide.
Now they have this information.
(10:21):
Guess what they're going to do?
They're going to tell theirfriends.
Everybody and I'm pointing atme, I'm pointing at you, I'm
pointing at my neighbor acrossthe street everybody wants to be
helpful.
We love it when we have aresource that our friends and
our neighbors and our colleaguesare looking for.
(10:43):
If we overhear a conversation,somebody's struggling and we're
like wait a second, I know agreat book.
Hey, I didn't mean to eavesdrop, but I have this resource and
you can get it by going towwwyourawesomewebsitecom
(11:05):
wwwyourawesomewebsitecom.
So here's this person who hastwo weeks to do the work and, if
it's a good fit, right in 10minutes isn't a great amount of
time to get to know someone, butif it's a resource they find
helpful, then they will refer itto others.
All right, now that's theperson who's coming.
Now you can imagine what'sgoing to happen with the person
who is not booking that firstappointment.
And if you're a seasonedprofessional and you are
(11:27):
listening to me and I knowyou're here you know that
sometimes that first phone calldoesn't result in a booked
session.
But guess what?
Six months later they come backand they say you know what I
did book with another therapistand it wasn't great, but I had
(11:47):
such an amazing phone call withyou or email or whatever it is
you do you that I came back.
That's what we want.
So we call that.
Of course, that's wonderful,right?
But we're also trying to takethat person who did not become
your client and we're going tohelp them become part of your
marketing team, right?
I like to call that a ravingfan.
We want them to take what theyfind from you and, even if it's
(12:13):
not a good fit, and they becomea client.
They trust you, know you, likeyou and they refer you to others
.
So it's the same thing.
Right?
You're going to finish theconversation, the 10-minute
consultation, and you're goingto say I'm so sorry, it's not a
great fit, but after listeningand hearing your 10-minute, you
know our talk together today.
(12:35):
I think my resource might helpyou navigate the struggle that
you're currently experiencingwith your adult child, with your
partner, with your agingparents, and if you download
that, you know it may be helpful, right?
So you're helping them.
(12:55):
Again, they're going back toyour website to get the resource
and this resource.
So let's talk about thatresource for a minute.
These are things that that youdon't charge for.
I know it's tempting to think,yeah, I'm just gonna, I'll
charge a dollar, I'll charge 50cents, I'll create a membership
and when they join, they becomea member.
(13:16):
Then they have all the thingsfree.
Okay, I love your entrepreneurmind, but if you're going to
help the community start to viewyou as an expert and see your
shininess, even when they're notin pain, you want to eliminate
as many barriers as you can forthem to be able to access you,
(13:38):
right?
Because that's what your stuffis.
It's just a piece of you.
So imagine if you created aYouTube video and you post the
link.
Well, guess what?
Now they may listen to thatthing once a day for a week.
They're hearing your voice,they're seeing your face,
they're watch how you know.
Maybe you use your hands toomuch, like someone I know, right
(13:58):
, they're looking at the stuffbehind you.
Maybe you know they're able toread the you know fine print on
your degree.
Who knows what they're doing,though, is when they meet you in
that 10-minute consultation,their anxiety is through the
roof.
They're not hearing you,they're not really listening,
because that's just how ourbrain works Anxiety up,
(14:19):
cognition down.
If you have a YouTube video andthey're going through this and
listening to you again and again, well, now their anxiety goes
down, they're able to reallyhear you, they can pay attention
to the things in yourbackground, the things that are,
I mean, gosh.
You know I have a book for saleover here.
I mean, who knew, right?
(14:40):
I'm not saying to do that, youknow, in your YouTube video, but
you can.
The point is, these folks thenhave the time to really get to
know, like and trust you.
So if it's not a good fit forthat time in their life during
that season, you can bet youwill stay front of mind when
(15:04):
they're going through this issue.
Later on, when they're talkingto friends and family with
similar issues, that resourcethat YouTube video or whatever
resource we're talking abouthere will become front of mind
and they become your marketingteam.
This is your raving fans, asPat Flynn calls it.
(15:26):
Right, these are going to beyour true fans and they will let
people know about you becauseyou're so easy to access and
you're so easy to get to know.
You're so easy to get to trustand like.
All right, so let's talk aboutresources.
What kind of a resource?
(15:47):
Well, you know I like oddnumbers, so I'm all about the
three steps to this, five stepsto that.
So I know some resources.
I'll just use myself as anexample that I've come up with.
In the past I worked withcouples navigating infidelity,
and so I would come up withthings like five steps to
(16:08):
fighting fair, and I wouldresearch and I would find other
you know articles and things andI would come up with, you know
five things to fight fair byKate Walker.
You can also use other people'sresources.
You just want to be sure tocite them correctly.
(16:31):
Go to the National Institute ofMental Health websites.
They have tons of great PDFs.
Now, the only issue I have withother people's resources is you
can't really put that on yourletterhead.
I mean you can, but the pointis you want to put something in
these folks' hands that willlead them back to you.
So it'll have your email, it'llhave your phone number, it will
(16:55):
have your website, right?
So if they are hitting print,or even if they have it on their
phone and they're just readingit when they're in a bad
situation and they're like, ohgosh, I need to bring up that
resource.
They see your brand, they seeyour logo, they see all about
you.
And again, if it's the NationalInstitute of Mental Health, we
know that's great information.
(17:16):
But perhaps you could evensummarize it, consolidate it
into five steps.
Just be sure to give propercredit.
Number one and number tworemember you can't charge for
things that are not yours, right?
So if you do decide to turn itinto something to sell, you
can't put someone else's stuffbehind a paywall, right?
(17:39):
You can't say, okay, well,here's my brochure from the
National Institute of MentalHealth, but I'm going to charge
you a dollar to access it rightwhen it's free on the National
Institute of Mental Healthwebsite.
So creating your own resourceisn't that hard to do.
I mean, you could literallyprobably record yourself in a
(18:01):
session Don't do that withoutyour client's permission, but
you could literally recordyourself in a session giving
pointers to a parent about whatare five ways you can help your
kindergartner get ready for thefirst day of school.
Right?
I mean those of you who workwith kiddos you could come up
(18:21):
with three ways without eventhinking.
Right, you could sneeze and youwould find three ways to help
your kindergartner get ready forthe first day of school.
So this is where that havingthat ideal client is really,
really helpful, because if youhave lots of favorite clients,
it's gonna be hard to sort ofpin down one thing.
(18:43):
But don't worry, there's stilla place for this, okay?
So if you're still kind of inthat stage of your practice
where just if they have a pulseand they can find out how to log
in and walk through your dooror whatever, that is, well then,
post some things aboutdepression.
Post some things aboutdepression.
Post some things about anxiety.
You know, here's how to uh justuh, not dysregulate.
(19:07):
Here's how to regulate uh, youruh fight or flight response
when you are called on to give aspeech in your uh in your class
at school, right, and you justgive them close their eyes,
visualize, right?
I mean, I just came up withfour things.
(19:28):
I didn't even try, right?
So you do that on yourletterhead or some sort of a
pretty background.
There are lots of softwareprograms out there, websites.
Canva is my favorite, that'sC-A-N-V-A.
I don't work for them, I'm notan affiliate.
I just think it's a great wayto build pretty things.
So you create the resource, youcreate the guide for, maybe,
(19:53):
this generic client.
One thing I would caution youagainst is and I talk about this
, or I will be talking aboutthis at the Texas Counseling
Association Annual Conference inDallas this year as of this
recording, it's 2024.
I'm going to talk about theethics of creating copy, right,
you want to make sure it'swithin your scope of practice,
(20:18):
right?
Don't just think, well, I thinkthis kind of client would be
nice to have.
So I'm going to create a guideBecause, remember, this is you
shining, this is you being yourbrilliant self and people are
going to be like, ooh, I want toget that guide.
Then they're going to want tobook an appointment with you,
and if you're not trained inthat, that's going to be tough,
(20:39):
right, there's some ethicsinvolved there.
You kind of led them to thething and then you're like, ooh,
but wait, I really can't do thething.
So having an ideal client,having a special area that you
feel trained in and that youlove, that could be super
helpful.
Another thing to do, though solet's say you're undecided,
(21:01):
that's okay.
Well, create five, right?
If you love working with kids,create a kid resource.
If you love working withcouples, create a kid resource.
If you love working withcouples, create a couple
resource, if you right.
So do three or four and thensee which one gets downloaded.
There are ways of quantifying.
There are plugins for yourwebsite.
(21:21):
You can use your google searchconsole.
There are ways to to understandhow many of these things
actually get clicked anddownloaded, and then just run
the numbers Right.
If you see that there's an areathat's really utilized in your
community and you notice thatthose clients coming in are
(21:42):
energizing, they're somethingyou really, really feel that
hits you where you've beentrained.
Then take the other threethings down and just focus on
creating resources for thatclient All right, that type of
client, that particular issue,all right.
Now I'm going to do like myyoga teacher does.
All right, if you feel ready,here's an advanced thing, here's
(22:06):
an advanced posture for you.
Right, and this is the thing Iwas warning you about you might
feel a little icky about, butyou can use those resources to
create something we call anopt-in All right.
So if this, at the end of the 10minute consultation, this
person is not going to be agreat fit for your practice and
(22:28):
you want to make sure that theyare still in your world, right,
they're still able to access you.
They have quick access, theyare.
You know, it's sort of like awaiting list, but different.
So if you're interested and youlike the idea of doing
newsletters, right, this isdirectly related to using that
(22:53):
resource to create this opt-in.
People opt in by getting theresource and then you have them
on a mailing list.
Now I'm not going to get intothe HIPAA aspect and all that.
I've done other episodes onthat aspect and all that.
I've done other episodes onthat.
So you would have to do your duediligence to understand what
can go out to folks.
If your email list is not aHIPAA compliant email list,
(23:17):
right, you obviously want tomake sure that you're not
sending anything out.
That's like a reply all or has15,000 emails and everybody can
see it right.
So this is simply like sendingout brochures to people once a
month or once a week.
So if you don't know quite whatyou would do with an email list
(23:38):
, then don't do the advancedposture.
It's totally fine.
Go back to child's pose.
You're fine.
This what I'm giving you todayan understanding that, okay, I
can take things that I alreadyhave and that I already know.
My favorite thing to do is toliterally take stuff that didn't
sell, like if you had thiscourse and it just sat there
(23:59):
like a bump and never sold, younever got any traction for it.
Turn it into your free resource, right, getting on the 10
minute call hey, sorry, it's nota great fit, but I think you
would really love this resourceI have.
It's a series of three emailsor it's a one hour YouTube video
where you will learn four waysto help your kindergartner go to
(24:26):
bed at night when they'refeeling anxious about a bully at
school.
I don't know.
I just got super specific onthat.
I'm not really sure.
So let's recap.
For this you will need to knowand be able to do a 10-minute
consultation.
Of course, you can still justput it on your website and hope
that SEO is optimized and youare up there in the Google
(24:50):
search engines and people whenthey Google kindergartners first
day of school, they're going tofall over your posts and your
website copy.
But having that 10 minuteconsultation to pre-qualify
folks as a client or say, oh,you know what, you're going to
be my true fan Now.
You're not going to say that tothem, by the way, they're just
going to be my true fan Now.
You're not going to say that tothem, by the way.
They're just going to like youenough to become that.
(25:12):
You're also going to need tohave access to your back office
and an idea who your idealclient is.
Then the fun part make theresources, get them on your
website and then start helpingthe world just like you do, just
like you're good at Help peopledeliver or help them share you
(25:34):
right, you're going to give themways to help their friends and
neighbors with your magnificentmaterials.
All right, now go do greatthings.
I'm going to hit pause and Iwill take questions from folks
who are here.
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