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17 Tips for PT Profiles
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17 Tips for PT Profiles

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Is your locator directory profile resulting in more clients? If not, you may need to rewrite. These tips will help you craft a compelling mini marketing pitch.

Is your locator directory profile resulting in more clients? If not, you may need to rewrite. These tips will help you craft a compelling mini marketing pitch.

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    17 Tips for PT Profiles 17 Tips for PT Profiles Presentation Transcript

    • from Deah Curry PhD, CPC therapist & client attraction coach www.TheNoHypeMentor.com 17 Tips for Writing Strong Client Attracting PT ‘Profiles ’ Click or push space bar if slide doesn’t advance fast enough for you Home Find a Therapist Topics Tests Magazine Psych Basics Blogs Diagnosis Dictionary
    • Quick Summary: 10 Things to Be Sure to Do
      • Ignore the prompts when you can
      • Write in the 2 nd and 1 st person (you, and I)
      • Speak directly to your prospective ideal client
      • Be direct and concrete about the central problem they are concerned about
      • Use words that specify emotions clients feel in words they use in talking with friends
      • Name how the client is likely feeling and what they emotionally want
      • Describe what the client is likely experiencing, from their perspective
      • Keep the focus 80% on them, and 20% on how you can help
      • Use your 20% to mention your unique selling points
      • End with a call to action
    • Ignore the prompts when you can
      • Prompts are the names or labels of the fields (sections or boxes) into which you type
      • In most cases prompts are suggestions, not commands
      • In most cases prompts will mislead you into focusing in the wrong direction
    • Write in the 2 nd and 1 st person (you, and I)
      • BE warm and friendly by how personal you are in writing
      • Write like you’re a real person who genuinely cares
      • Write like you can actually see the person reading your profile, so they feel seen at that moment
      • Write like you talk in person
    • Speaking directly to your prospective ideal client
      • Hold an image of your ideal client in mind when you write your profile
      • Start profiles by asking them pointed questions about their suffering or problem
      • Be succinct. Keep sentences short.
      • Be descriptive so they recognize you are speaking to them about them
    • Be direct and concrete about the central problem they are concerned about
      • Name the problem in language the client would use.
      • For example:
        • Can’t sleep ( not: insomnia)
        • Fighting with your mate too often ( not: marital discord)
      • If you don’t know your ideal client’s central problem, flesh out your concept of ideal client
    • Use words that specify emotions clients feel in words they use in talking with friends
      • Use strong ‘normal’ words like:
        • mad, sad, glad, hurt, scared,
        • ticked off, worried, feel lost
        • unruly, uncooperative
      • Avoid weak clinical jargon for emotions:
        • depression, mood disorders
        • behavioral patterns
        • emotional dysregulation
        • ambivalence
        • suicidal ideation
    • Name how the client is likely feeling and what they emotionally want
      • Strong:
        • At your wit’s end and wanting to walk away?
      • Weak:
        • A sense of resignation arises when….
    • Describe what the client is likely experiencing, from their perspective
      • Strong:
        • Has your precious baby turned into a fire breathing monster?
      • Weak:
        • Developmental issues combined with never having learned effective parenting skills….
    • Keep the focus 80% on them, and 20% on how you can help
      • Strong:
        • Are you wanting to stop feeling scared and start feeling bold confidence every day?
      • Weak:
        • As a cognitive behavioral therapist, I provide a safe container in which to explore…..
    • Use your 20% to mention your unique selling points
      • Unique selling points (USPs) are how you are different from your competition
      • Examples of USPs:
        • 2 hour therapy sessions
        • email support between sessions
        • house calls
        • walk in appointments
        • phone or webcam sessions
        • free help on your website
    • End with a call to action
      • Strong:
        • See my website for a free article on… and some tips to help immediately cope with…
        • Why suffer any longer? Call today for your no-cost consult.
      • Weak:
        • My goal is to …
        • I provide a safe, nurturing environment where your needs for privacy are ensured.
    • 7 Things to NOT Do
      • Don’t try to attract different niches with the same profile
      • Don’t use professional jargon
      • Don’t try to appeal to intellect
      • Don’t list your goals for their therapy
      • Don’t write in the impersonal 3 rd person as if you don’t know yourself
      • Don’t list or try to explain the techniques and processes you use
      • Don’t focus on your professional experience and credentials
    • Don’t try to attract different niches with the same profile
      • It’s human nature to want a specialist for our problems.
      • Don’t market as a generalist if you want to succeed
      • If you can’t hone your marketing to one client niche, write a profile for each niche and alternate them every 4-6 months
    • Don’t use professional jargon
      • Professional jargon only impresses other clinicians.
      • It intimidates clients seeking help.
      • Professional jargon creates distance when you want to be pulling clients in closer.
    • Don’t try to appeal to intellect
      • When people are in pain and need a therapist, they make hiring decisions based in emotions.
      • Most purchasing decisions made when people are suffering are made by their hurting inner child.
      • Appealing to intellect and rational benefit of therapy risks missing the emotional readiness to hire.
    • Don’t list your goals for their therapy
      • Save these if you must use them for your website.
      • Even better, save these for your intake and disclosure forms.
      • The only goal prospective clients care about is whether you intend to help them heal.
    • Don’t write in the impersonal 3 rd person as if you don’t know yourself
      • The 3 rd person tense doesn’t look more professional.
      • It looks like you’re scared and hiding, or pompous.
      • If your profile comes across as impersonal it will inhibit people from calling for an appointment.
    • Don’t list or try to explain the techniques and processes you use
      • Most clients don’t know the difference between CBT and EMDR, etc. They just want to stop their pain.
      • Don’t try to sell processes. Focus on conveying that you help people get the results they want.
      • It can be assumed that you provide a warm, friendly, confidential, helpful atmosphere.
    • Don’t focus on your professional experience and credentials
      • This isn’t the first thing clients want to know. Don’t waste a profile’s limited space this way.
      • Clients want to know you understand them and can help. Then they’re interested in your credentials.
      • Save your experience and credentials for your compelling story on your website (the about me page)
    • Thanks for watching Are you a counselor in private practice struggling to make your business thrive? Feel like self-promotion is sleazy, discouraging, or scary? Want a proven, step by step action plan & expert coach? You CAN spend less time at marketing, save more money, get more clients ~ Find out how! Email DrDeah at DeahCurry.net for a 20 minute no-cost consult to share your marketing struggles, ask key questions, and talk about solutions. Presentation © 2010 by Deah Curry PhD, CPC www.TheNoHypeMentor.com All rights reserved in all media No reproduction or circulation without permission