3 tips from the ACE school of marketing

Business has always been a fascination and passion of mine. I love that we can take an idea, something we have created or something we know, and turn it into something that can help others. It is so rewarding when that thing is valued by others, and if we get really good at this, it may even become the thing that financially supports our lives.
Over the two and bit decades I’ve been running small businesses and trying to share my stuff with the world, I’ve made loads of mistakes, and certainly learned a lot about what constitutes good business and effective marketing.
In today’s article, I’d like to share with you 3 simple but important marketing tips that I have used and found to be valuable.  I hope you do too!

1. Don’t hide behind the curtain
There is a tendency for many health practitioners to avoid presenting themselves as the face of their business, or in some cases, showing themselves in their marketing at all.
I get it, some people are trying to build a business that doesn’t rely on them being front facing in the business. However, particularly in the beginning, it is important to remember that humans want to connect with humans. We are most definitely in a human centred profession. People who are considering coming to see you, will likely want to get a glimpse of who they are putting their trust, time and money into, before they do that.
Can you guess what is the most visited page on most websites??? It is the “About us” page. We are curious by nature, and we want to see who this person is that is hopefully going to help us. So don’t be afraid to show your face, don’t be afraid to tell the world about you and who you are.

2. Authentic beats perfect every time
We all want to present our business, ourselves or our services to the world in as perfect a way as possible, but sometimes chasing perfect simply slows you down. 

Or worse, it means you don’t actually get the thing done at all.
In a world where everything we put out in our marketing, gets lost so quickly in the noise of everything else being marketed by others, we have to remember that it is far better to show up authentically regularly, than to show up perfectly rarely.
Film that video while you are waiting in the car to pick up your kids from school. 
Post that photo of your clinic room, even though the desk looks a little messy.
Give that talk at the local football club, even though you are nervous and a bit scared.
Go and introduce yourself to the GP down the road, even though you aren’t exactly sure what to say.
Just get it done. There is gold to be found in the repetition, and winning can only happen if you turn up.

3. Don’t sell the sausage, sell the sizzle
We’ve all done it. We gone to bunnings to buy a shovel (or something) and end up with a sausage in bread in our hand as we walk into the store.
We didn’t know we wanted a sausage, and the people at the BBQ at the front made no attempt to tell me what was in the sausage, how it was made or anything at all about the sausage itself. They just let the smell and my nose to find a match.
As clinicians and clinic owners, a common mistake that is made, is that we try to sell people what we can do, not what they want.
If you look closely, many clinics will advertise all the amazing techniques they use, the modalities they incorporate, and even the qualifications of the people doing these things. But what is the patient looking for? They are looking for a solution to their headache. Or perhaps it is a sprained ankle, or a sore back.
If that same clinic focussed instead, on marketing the problems that they are really good at solving, then the patient will be able to make the right decision for themselves much more easily.
Don’t try to impress the public with the things you know or what you can do, instead tell them how you can help them specifically. 
Let their needs find an obvious solution in you.