By Sharon Desjarlais
Attracting CranioSacral clients is much easier when you realize marketing is not about selling. It's about building relationships that lead to a sense of trust.
How do you do that? The same way you develop any worthwhile relationship: By having great conversations.
When a marketing conversation is in written form, like a web page, an article or a brochure, it's called "copy."
Here are 5 rules should keep in mind whenever you write copy. They'll help you create a deeper connection with your readers. And that connection ignites the trust that leads them to your door.
Rule 1: Put Your Reader First in Your Message
Whenever you sit down to write, imagine you're speaking to only one person sitting right there in your office.
What are her challenges? What is she struggling with? What will her life finally feel like when she's enjoying the results your therapy offers?
Every word you write should focus on telling this one person what's in it for her.
When you write to one person and put her needs first, she'll feel your compassion and care. And she'll connect with you.
Rule 2: Write the Way You Speak
You should never write copy to dazzle or impress. Instead, you want your message to enter your reader's mind as easily as possible. Since people think the way they speak, you'll want to keep your copy conversational.
Use contractions. Start sentences with "and" or "but." Use the occasional fragment.
That doesn't mean it'll be sloppy. Just easy to understand.
Rule 3: Make Everything Bite-Sized
As a writer I'm pained by this fact, but it's true: People don't read long blocks of copy. No matter how brilliant it is.
But when that same information is broken down into bite-sized chunks, your readers will gobble them up.
So write short sentences. Keep paragraphs no more than 5 lines deep, even if that means it only includes 1 sentence. And insert a subtitle every 250-350 words in longer articles.
Rule 4: Use the Active Voice
Want an easy way to make your copy more vivid and compelling? Use the active voice.
Every sentence has a subject and a verb. In active voice or tense, the subject is doing the action.
Active Voice: "I finished Jane's session with a CV4." The subject ("I") did the action.
Passive Voice: "Jane's session was finished with a CV4." Here the target of the action becomes the subject.
It's fine to use a passive voice now and then for interest and variety. But if you want potential clients to consistently read to the end, keep your copy lively by using an active voice.
Rule 5: Invite Your Reader to Take the Next Step
"Call today." "E-mail me." "Click here to read the next page."
In marketing copy, instructions like these are referred to as "a call to action." And it's a critical component if you want your copy to lead more clients to your treatment table.
So whenever you write, ask yourself, "What specific step do I want my reader to take next?" Then don't hold back. Give her that information.
You're not being pushy. You're providing a service. If your reader likes what you've had to say, she wants to know what you recommend next. Don't make her work to figure it out.
Now, Start Writing!
Writing client-compelling copy is one of the most powerful skills you'll ever use to fill and grow your practice.
Look for all kinds of reasons to strike up a marketing conversation. More clients will follow.
Sharon Desjarlais, CC, is an award-winning business and communications coach for CranioSacral Therapists and other light-touch practitioners who want to grow their practices with ease. Her signature CranioSacral Success System™ offers a proven 4-step protocol that strengthens your confidence and communication skills to fill your practice and fulfill your life purpose. Learn more at http://www.CranioSacralSuccess.com
How do you do that? The same way you develop any worthwhile relationship: By having great conversations.
When a marketing conversation is in written form, like a web page, an article or a brochure, it's called "copy."
Here are 5 rules should keep in mind whenever you write copy. They'll help you create a deeper connection with your readers. And that connection ignites the trust that leads them to your door.
Rule 1: Put Your Reader First in Your Message
Whenever you sit down to write, imagine you're speaking to only one person sitting right there in your office.
What are her challenges? What is she struggling with? What will her life finally feel like when she's enjoying the results your therapy offers?
Every word you write should focus on telling this one person what's in it for her.
When you write to one person and put her needs first, she'll feel your compassion and care. And she'll connect with you.
Rule 2: Write the Way You Speak
You should never write copy to dazzle or impress. Instead, you want your message to enter your reader's mind as easily as possible. Since people think the way they speak, you'll want to keep your copy conversational.
Use contractions. Start sentences with "and" or "but." Use the occasional fragment.
That doesn't mean it'll be sloppy. Just easy to understand.
Rule 3: Make Everything Bite-Sized
As a writer I'm pained by this fact, but it's true: People don't read long blocks of copy. No matter how brilliant it is.
But when that same information is broken down into bite-sized chunks, your readers will gobble them up.
So write short sentences. Keep paragraphs no more than 5 lines deep, even if that means it only includes 1 sentence. And insert a subtitle every 250-350 words in longer articles.
Rule 4: Use the Active Voice
Want an easy way to make your copy more vivid and compelling? Use the active voice.
Every sentence has a subject and a verb. In active voice or tense, the subject is doing the action.
Active Voice: "I finished Jane's session with a CV4." The subject ("I") did the action.
Passive Voice: "Jane's session was finished with a CV4." Here the target of the action becomes the subject.
It's fine to use a passive voice now and then for interest and variety. But if you want potential clients to consistently read to the end, keep your copy lively by using an active voice.
Rule 5: Invite Your Reader to Take the Next Step
"Call today." "E-mail me." "Click here to read the next page."
In marketing copy, instructions like these are referred to as "a call to action." And it's a critical component if you want your copy to lead more clients to your treatment table.
So whenever you write, ask yourself, "What specific step do I want my reader to take next?" Then don't hold back. Give her that information.
You're not being pushy. You're providing a service. If your reader likes what you've had to say, she wants to know what you recommend next. Don't make her work to figure it out.
Now, Start Writing!
Writing client-compelling copy is one of the most powerful skills you'll ever use to fill and grow your practice.
Look for all kinds of reasons to strike up a marketing conversation. More clients will follow.
Sharon Desjarlais, CC, is an award-winning business and communications coach for CranioSacral Therapists and other light-touch practitioners who want to grow their practices with ease. Her signature CranioSacral Success System™ offers a proven 4-step protocol that strengthens your confidence and communication skills to fill your practice and fulfill your life purpose. Learn more at http://www.CranioSacralSuccess.com
