Marketing Message Content Development – Interview Questionnaire for Group Practices

Marketing Message Content Development – Group practices  

Note: Each marketing message is specific to one issue or population you work with.  In our upcoming phone call, we’ll be talking about the marketing message for this page on your site:

Identifying your client and their problem(s):

The DIG DEEP Exercise

In order to write a strong marketing message, we need to crawl into the skin of your potential client. The more specific your message is and the more spot on it is about what your potential client is feeling, the more they will perk up and pay attention to what you’re saying.

We’ll review the following questions (all that are applicable) on the phone together.  Don’t feel like you need to write out full answers ahead of time.  Jotting some notes down before our call won’t hurt.

For the Issue/Population correlated with the page noted above….

1. Who is your ideal client? Individual adults? Children? Couples? Families?

2. Is your ideal client the person who will be contacting you to seek out your services? If not, who will? Note – the rest of the questions need to focus on the person looking for the therapist… This is your prospect and this is the person you need to be thinking of.

3. What is the relationship status of this person (the person shopping for a therapist)? (single, partnered, married, divorced)

4. Who does this person live with?

5. What does this person do for a living?

6. Gender?

7. Age range?

8. What keeps them awake at night, worrying, in pain, or just frustrated, lying in bed, eyes open, staring at the ceiling?

9. What is their single biggest problem (related to this issue) that causes them the most pain or frustration?

10. TAKE TIME WITH THIS ONE: What do they secretly, privately desire most? Become your potential client and finish this sentence. “If I could just ______________.”

11. Describe a typical day for your potential client as it relates to their problem.

Offering Hope/Solution and How/Why you can help:

How common is this issue?

How effective is therapy in treating/helping people through this issue? Why is it effective? How can therapy help?

What would you say to a potential client to provide them with hope about this issue?

Addressing Possible Objections

What are the three most common objections/fears about seeking therapy for this issue that your client population has/could express?  (i.e. for couples, often one person doesn’t want to come to therapy – they think it’s not needed)

What would you say to a potential client if they were sitting in your office expressing these – how would you ease their fear/concerns?