I received an email this week from a therapist advertising their workshop. Here was the gist of the email:
“I am running a workshop in November. It is the same workshop that I usually teach when I am overseas and running this course. I hope you can attend”
That was it.
The implication was because you may know the facilitator and the title for the workshop, you would want to do this course. This made me think of the old advertising adage, which has been around since forever. That is, “features tell, benefits sell.”
So why should you care about this old adage and what does it mean to you as a therapist marketing your private practice?
What’s in it for me?
Well for one, think about a prospective client that is reading your website, flyer or brochure about your services, course or workshop. One of the primary questions uppermost in the mind of this person is “what’s in it for me?”
It is imperative in your marketing that you make it clear what are the benefits or expected outcomes from using your service. Potential clients want to know why they should choose your service over another therapist.
Features Educate Prospects
When describing the features of a product or, in the case of therapists, a service, you are giving information about what the client will receive or experience:
“I use a mindfulness approach in our work together.”
This is a simple statement of an approach. It is describing and educating the potential client about how you work. However, to get someone to take action, namely make an appointment or contact you, you need more than this.
Benefits Create Conversions
Now if you are describing the benefits of your service, you are letting the potential client know what outcomes they can expect to have:
“Through learning the skill of mindfulness you can learn to effectively manage strong emotions.”
Notice your reaction to the two different statements.
The description of the benefit or expected outcome creates a more compelling statement. You now know why mindfulness may be beneficial for you when working with this therapist. And, it is more likely that you will read on and/or take action to contact this therapist if that is an outcome that you desire.
Benefits touch on the hopes, dreams and aspirations of clients. It is through describing the benefits of your style of therapy that clients can understand what is possible. This may also aid in the instillation of hope that this outcome is possible.
Make sure that in your copy you are not only telling potential clients HOW you work, but also WHAT they may receive through working with you.
By attending to both these aspects, you will be making a more powerful emotional connection with the person and the likelihood of coverting them to become a paying client is much higher.