So what’s the number one rule? Although your potential customers are interested in what you do and how you do it, what they really want to know is, what’s in it for them? Will you be able to provide them what they really need?
Focus on the unique benefits your customers will experience by hiring you. Sure, you can talk about what everyone else talks about in their marketing materials. However, in order for you to stand out, you want to be sure and highlight the problems and solutions that only you can solve for them.
How do you do that? If you’ve determined your niche (and even if you’re still working on that), you will want to create a clear picture of your prospective clients. Depending on your field, you will be asking different questions.
As a birth doula or childbirth educator you can ask yourself these questions about the mom or couple you will interview:
- What is their age range?
- What is their marital status?
- What is their income level?
- What is their faith/ethnic background?
- Is this their first birth?
- What is their birth philosophy? Do they have one? Does that matter?
- Where do they plan to have their baby?
- Is their birth high risk?
- Does your client have specific needs or desires?
Once you have a clear picture of who your ideal client is, make a list of problems they have, AND the ways you can solve those problems. Get really creative and draw upon your unique skills. What special gems makes you different from other practitioners in your area?
Finally, look at the solutions you have to offer. What unique benefits will clients experience by working with you? When creating your list, focus on how your solutions will affect them physically, emotionally, mentally and spiritually. The more prospective clients can get a feel for you from your marketing materials, the more likely they will feel a connection with you.
Your prospective clients will likely want to know more about your background and training, but before they consider that, they will want to know how you can help them. In order for you to stand out from the crowd, identify that something special that only you can give, that your clients will really want and benefit from having you on their team.
So what makes you special? Things to consider:
- Do you do home visits or private sessions/classes?
- Do you offer additional services, like massage or nutritional counseling, or lactation support?
- Are you a one stop shop, ie: you provide childbirth education, birth and postpartum doula services, and breastfeeding support?
- Do you have special partnerships with other practitioners and can offer special discounts for their services if they purchase yours?
- Do you work in a practice where clients get the benefits of being served by you and your fellow practitioners?
This is just a starting point to get you started. If you are just starting out, you may not have a clear picture of who your ideal client is or what makes you special. The great thing is, you can change your focus as you go along and gain more experience!
For your particular field, what questions have you explored to determine your niche?