TILT – Therapeutic Innovations in Light of Technology
Marketing Toolbox Susan Giurleo
The Three Most Important Words in Marketing
Marketers often call this the “know, like and trust” factor. Let’s unpack these three words and see how they relate to marketing a practice.
Therapists get known by being useful, helpful and visible where referral sources and/or potential clients spend their time. This could include writing a blog, offering teleseminars, doing a community workshop, or writing in a relevant publication. The goal is to get your name out into the community as someone who is knowledgeable and helpful.
No one works with you if they don’t know you exist. Often therapists sit in their office wondering why their phone isn’t ringing with new clients, and this is typically because no one knows you exist. Sure, maybe you’re listed with a few insurance companies and an online
68
T I L T MAGAZ I N E MARCH 2 0 1 1
LIKE
listing service, but you have a lot of competition in those spaces. People look at those lists and often just glaze over. They aren’t paying close attention to the names on the list, so it’s the equivalent of not being seen at all.
Know
Marketing (whether online or in your community) requires that people get to know you, what you do, and why it is valuable. Otherwise, no one has any reason to contact you and engage in a working relationship.
Just because someone knows you, it doesn’t