All enterprises whether they are providing products or services are in business. For a therapist or coach, the first hurdle to get over can often be that fact, that they are in a business.



Your business will be a success or failure depending on your product or service and your marketing skills. Most entrepreneurs have to rely on their own judgements and instincts with regards to what will make the telephone ring or new orders come in.

Many new businesses fall into the trap of attempting to ‘buy' their customers: in effect throwing away their hard earned funds (usually saved from their previous career) at advertising in newspapers, magazines, numerous editions of yellow pages, journals, local directories, doctors surgeries, appointment cards, radio and TV.

Advertising should be researched and approached in the meticulous manner that you would use with your setting up your business in the first place. It is essential to always keep records of how your customers heard about you. It is the only way to know whether an advertisement or marketing strategy has worked.

Look at what the other similar businesses in your area (business type as well as physical location) are doing. If they place a regular advert in a particular place then there is a good chance that it is working for them and could work for you. Whatever you do, don't just use a carbon copy of their format. Try to be original. Think of what extra value you could offer to prospective customers that would knock the competition into a poor second place.

In order to keep a steady stream of enquires coming in you should market your business every week. That means every week. If you stop marketing when you are experiencing a peak of customers then you will soon experience a trough.

Some marketing methods require a longer lead time to get a response, may be weeks or months. Others can be very rewarding very quickly and literally within hours. If you continue to market your business every week you give yourself what every entrepreneur craves: a steady stream of new customers week after week.

Decide how much of your turnover you are going to spend on marketing and stick to it. That is your budget and you need to get the most from it.

If you decide to pay for an advertisement anywhere, always negotiate. Never accept the first price you are given. Often local newspapers find it difficult to fill the space they have.

Ask to be informed when they have last minute space. This is advertising space that they have not been able to fill and where they are grateful to sell it at all. They will offer quite a substantial discount to anyone who can provide advertising copy quickly, so have yours ready.

Then again why not get even better coverage and for free. Always read your local newspaper for any stories that could allow you to incorporate a slant connected to your business. From “Local Sports Shop Sends Football To World Cup' to “Coach Helps Fire Brigade Chill Out Between 999s”.

Try to ensure that any article includes details of target groups that you are likely to be your customers. For a therapist this might be people with phobias, low confidence, weight problems, smokers etc. Always include details of how you can be contacted.

To Summarise.

1) Keep records of how your customers found you.

2) Repeat those advertisements that work for you. Change or drop completely advertisements that don't work in a reasonable period of time.

3) Always negotiate over price: tell anyone you have a limited budget and need a better deal than that!

4) Look out for local news that you can add a business slant or twist to.

5)Market your business every week.

Follow the above and you will soon hone your marketing and enjoy a dependable and growing stream of paying customers.