Step 9 - Writing Promotional Material

Early on in your therapy business you are going to need some promotional material including a flyer and a website, even if it is just a simple one-page one.

Start collecting other peoples material and looking at websites and notice which ones really attract you to want to know more.

It is likely that the really good ones will be:

• Visually pleasing
• Satisfying to touch
• Have words that sing off the page

This is no surprise as we experience the world through our senses.

When you start to write your brochure/flyer and website you want to make sure that you write with the reader in mind.  Using the words ‘you’, ‘your’ and other forms of direct address will help the reader and potential customer feel that their needs are being met.

Keep the writing really simple and succinct, but powerful. Less is definitely more.

Think about having a strong headline and a message that:

• Educates
• Connects
• Motivates

If you struggle with writing headlines there is some software that you can buy called a ‘Headline Creator’. Just do a search on the internet.

If writing is not your strong point you might want to consider copywriter. After all, this is your shop window and what people see will either turn people off or on. A cheaply produced piece of marketing material that has not been well-designed or written that is produced on poor quality paper is likely to put you out of business.

When writing the body of the copy think of the features and benefits of what you do.

It is also a good idea to think about what you are selling. You might think you are selling your therapy but in fact this is not the case.

Most people are motivated to buy by pleasure or pain. They either want more of something that is pleasurable e.g. chocolate! Or less of something that is painful e.g. a headache!

What exactly are you offering?

Is it relief from a particular disorder or condition? For example:

• Bloating
• Fatigue
• Allergies
• Indigestion
• Back pain
• Joint pain

Or are you offering a haven, respite, release, a sanctuary, indulgence, peace?

Once again referring back to previous steps, think about your niche market(s) and incorporate how you are the expert and how you can greatly benefit that particular group of people.

Thought for the week

If there was one thing you could change about your business in next 90 days…

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