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Debbie pearce & Nicola Griffiths Debbie pearce & Nicola Griffiths

When Less Marketing is More

How Can Less Be More?

When the two of us get together on our long trips to Manchester to teach Hypnotherapy, our conversation always turns to TMS and marketing generally.

One of the most common mistakes non-professionals make is to cram too much information into the space available. 

We were just talking about this very subject when we passed a trade van on the M6, where the sign-writing illustrated this very point.  You'll be able to see what we mean from the photo below. 

As it happened, we were on a stretch of motorway with roadworks and we were travelling very slowly, hence Nic being able to take the photo, but if we were travelling at normal speed there’s no way we could have taken all that information in.

Another mistake is to leave out vital information.  We’ve both seen press adverts and posters without a website address – a costly omission.  We’ve seen event posters missing a date, time or location – or those elements are so small, a casual passer-by won’t clock it.  Perhaps the most damaging omission is not including your location on your website.  And we don’t just mean a specific address, it’s surprising how many websites we see that don’t even indicate what town the therapist is practising in.

When deciding how much to write, think about where the reader will be, and what frame of mind they will be in, when they see your promotional material.  If they are walking or driving, you have minimal time to get the vital information across.  If they are on Facebook or Twitter, the chances are they are browsing, so you can include more details, but keep it snappy and succinct.  If they make it to your website, make sure your landing page grabs their interest – you can then include more details once you have their attention.

So, a few tips:

·         Less is more

·         Use bullet points on posters, sign writing and advertisements

·         Get in the habit of including your website on all your promotional material

·         Reserve the nitty gritty detail for your website

·         Consider using a QR code so the reader can use their mobile phone to link directly to your website

Take Action now to review your promotional material – does it get the message across clearly and succinctly?

Nic & Debs 

Cyclical Marketing Seasons

Planning your marketing

If you’ve ever been involved with any form of regular publication, be it online or print, you’ll be aware that whilst you are living in the here and now, your work life is several weeks, or even months ahead.  The publication has to be planned well in advance, articles commissioned, regular features chased up, seasonal photographs sourced.

With this in mind, it’s as well to plan your marketing material well in advance, especially if you are planning to submit it to local publications.  This is the complete opposite, of course, to social media which is much more immediate and you can respond to topical events within hours of some relevant news breaking.

Forward Planning

The two types of marketing need not be mutually exclusive.  You can plan your seasonal marketing and develop your corresponding social media posts alongside, ready to issue at the appropriate time.  In this way you can develop a coherent campaign where each element boosts the impact of the others.

So what’s coming up?

Well, the long school holidays are right around corner.  So how can you tap into this annual event?

If you practise hypnotherapy you could build campaigns to help people overcome their fear of flying, or help them maintain a calm mind set during the long summer break when the children need to be entertained.  If you offer massage therapy or other body therapies you could suggest that clients plan some ‘me time’ during the sometimes demanding school holidays.

There are opportunities towards the end of the holidays too – you could build a campaign around the anxieties some people feel when their children are about to leave home for school or University for the first time.

And later in the year you can reach out to clients who may suffer with SAD – Seasonal Affective Disorder, usually during Autumn and Winter.

The months ahead

 Here are some ideas for each of the months ahead for opportunities for seasonal marketing:

 ·         15 August – Cycle to Work Day

·         10-16 September, Know Your Numbers! – blood pressure awareness week

·         8-12 October, BackCare Awareness Week

·         7 November, National Stress Awareness Day (NSAD)

·         25 December – ummm….

Part of the challenge – and the fun – is in tailoring the message to your particular therapy and client base.

Good luck with your seasonal marketing!

Nic & Debs

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