Wayne Raiter, MA, LICSW and Jerrod Menz

1. Marketing your
Intervention Practice

3. Your personal Intervention brand is
the truth about you, well told

4. Your Brand
It’s your total perceived value,
relative to the competition, as
viewed by your audience

5. Your Brand
Helps to define who you are
Helps to associate great value with a
product(the product is YOU)
Branding is not about getting a family
to choose you vs your competition..
It is about getting a family to see you
as the ONLY solution to their problem

6. You Brand
You are your business. Period.
What is it about YOU that engenders
trust and makes them to want to
choose you
Families CHOOSE YOU to be their
interventionist

7. Your Brand
A strong brand is invaluable as the
marketplace gets crowded with competitors
and with alternative ways of addressing the
problem
Your brand is a promise to these families. It
is fundamental and needs to be part of every
interaction with families
A “magnetic brand” is a service for which
people believe there is no substitute

8. Your Brand
First we establish a personal brand
identity
What is the message on who you are
and what you stand for
Get the word out through a variety
of channels

9. Personal branding is easier than
company branding. If you believe
in your talent, in your skills and
competency..it’s easier to sell what
you believe in. Your image is
already created..you justhave to
market it

10. Your Brand
Establish yourself as an expert in
the field
Make an emotional connection to
the family
Build a solid reputation
Increase your notoriety and improve
your value in the marketplace

11. Your Brand
People aren't buying what you DO;
they are buying the RESULTS of what
you offer
The family’s ROI is a sober and
emotionally healthy family

12. GrowingYour
Brand
As experience, competencies, and
skills grow your brand will enhance,
much like in a product lifecycle

13. Elements of your
Brand
Personal appearance(office, self, etc)
Personality(your values, goals,identity, and
behavior)
Competencies-technical skills,clinical
excellence, follow up, business communication
skills
Differentiator- Offer a unique valus proposition
or benefit that your competitors are not

14. Communicating your brand
Business cards and letterhead
Website, blog, and facebook presence
Linked in profile
Articles and publications
Speaking engagements
Wardrobe and attire
References and testimonials
marketing and communication

15. How to create a crappy Brand
Using cliches
to convey your
brands value and
distinction
Crap
me
too
crap
useless
crap
Copying
what
other brands
are doing
What your
spouse,friend,
etc think your
brand should
be doing

16. Your Great Brand
Focused
Compelling
value proposition
Likeable
emotional
connection
Passionate
Enthusiastic
Professional
High competence
Clinical skills
Resourceful and connected
Ethical
credible
WOW

17. Building a Brand
Focus Alignment Linkage

19. Focus
Lets GROW your business not just
survive day to day
Scope of who you are and what you do
Market yourself as a specialist offering
a more narrow range of service
Being less is actually more!

20. Focus
Focus on differentiation
Focus on expertise
Focus on perceived value
Make it easy to understand
Focus on your strengths
Simplify then amplify

21. Focus
What is your model?
Why you instead of another?
How do I define the value of my
methodology and practice?
How do I simplify the message?
What are the strengths that I bring to
the family?

22. Alignment
What matters to the families that will
hire you?
Is your personal brand relevant,
authentic, and differentiated?
All branding decisions are based what
your practice stands for(logo,business
card, type of family, type of patient)

24. Alignment
Everything that is presented in your
marketing has to align with your
brand(Look,feel,voice, tone, writing, etc)
AS you start your marketing plan and
your PR efforts your brand will grow
organically as families and providers
become aware of you and your unique
value

25. Alignment
Families will start to contact you
looking for reasons NOT to work with
you instead of needing to be “sold” on
you
You will become more profitable from
new patients and increased demand
and a unique service will allow you to
charge more over time

26. Linkage

27. Linkage
When a family or referral source
thinks of your name, the name of
your company they intuitively “link
it” to the positive attributes of your
brand, you've created linkage

28. Tim Sanders
“Long after people forget what you
said or did they will remember how
you made them feel

29. Starbucks Corporate Culture
“Only truly remarkable businesses
are in the business of satisfying
customer wants by helping customers
actualize their aspiration”

30. Warren Buffet
“It takes 20 years to build a
reputation and five minutes to ruin
it. If you think about that, you'll do
things differently

31. Tom Peters
“Its this simple: YOU are the brand.
You are in charge of your brand.
There is no simple path to success,
and there is no one right way to
create the brand called”YOU”.
Except this: Start today…or else

33. Mike Difrisco
Shadowcasting: How to grow your
business by growing your reputation