2014 Marketing Message Content Development
Note: Each marketing message is specific to one issue or population you work with.
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….
- Who is your ideal client? Individual adults? Children? Couples? Families?
- 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.
- What is the relationship status of this person (the person shopping for a therapist)? (single, partnered, married, divorced)
- Who does this person live with?
- What does this person do for a living?
- Gender?
- Age range?
The Above questions are for you to better understand the ideal client(s) and to determine whom the message will be written for – see question 2.
Identifying the pain/problem
- What keeps them awake at night, worrying, in pain, or just frustrated, lying in bed, eyes open, staring at the ceiling?
- What is their single biggest problem (related to this issue) that causes them the most pain or frustration?
- TAKE TIME WITH THIS ONE: What do they secretly, privately desire most? Become your potential client and finish this sentence. “If I could just ______________.”
- Describe a typical day for your potential client as it relates to their problem.
Commonality
How common is this issue?
Why is it common (or uncommon)? Give specific examples of issues in our culture or your community that may contribute to these issues. You can give stats. This is your opportunity to “normalize” the experience and make it less intimidating to seek help.
Offering Solution and How/Why you can help and Hope:
How effective is therapy in treating/helping people through this issue and why?
What may a client expect to experience, better understand, learn and apply through sessions with you?
How do you approach your practice? Are you problem-oriented, is it a safe, compassionate environment? Do you offer tips, techniques, strategies? Are they tailor-made?
What would you say to a potential client to provide them with hope about this issue? With help and support, what is possible?
How long have you been working with clients on this issue?
What is your educational/professional experience specifically as it relates to this issue?
Do you have any personal or life experience that is relevant to your client’s problem?
I’d think about the above italicized questions may or may not be necessary to incorporate answers into your specialty pages, but you may want to bring some of this into an About page.
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?
Testimonials and Case Studies
Do you have any relevant testimonials from other experts in your field and/or do you have a case you worked that you could share in a way that wouldn’t compromise your client’s confidentiality? Don’t worry about this right now.
Call to Action
Have you created a free report for your website as a method of gently easing potential clients toward you? If so, what specific issues does it address?
Another strong call to action is to offer a free phone consult (15-30min) to answer any questions about their specific needs and your practice.
Becky DeGrossa and 
Juliette Cook are discussing. 
Juan Villegas is discussing. 
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