Your Pinnacle Practice
March 2004
Welcome to YOUR PINNACLE PRACTICE!
A monthly practice- building newsletter for "go-getters" and
pioneering private practice professionals.
Each month we bring you the best information and resources we can find
to help you build your ideal practice and achieve the pinnacle
of success in your field.
If you are recieving this from a colleague and wish to subscribe click
here
CONTENTS
ANNOUNCEMENTS
1. Greetings from Dr. Jackie Black
According to the Small Business Administration (The Facts About ...Starting
a Small Business: CO-0028; 01/01),
“starting and managing a business takes motivation,
desire and talent. It also takes research and planning. Lack of planning
is one of the leading causes of business failures.”
We at BuildingYourIdealPratice.com are committed to your success. It is
not enough to just want to open a practice and do what you exquisitely do
with clients. It is not enough to be trained by the best school you can
find and learn as much as you can learn. It is not enough to be the consummate
professional.
Building your ideal practice means working with your ideal clients, making
your deepest dreams come true and making money. That requires a commitment
to learning and implementing sound, tried and true business and marketing
principles. Nothing will substitute. Nothing else will do.
David Steele and I have been where you are and we understand how daunting
it can seem; how overwhelming and scary it can be. BuildingYourIdealPractice.com
includes many opportunities to learn, receive personal feedback, let yourself
dream and practice out loud in a safe place that is committed to teaching
you, supporting you, celebrating you and holding the space for your success
until you get there and own it for yourself!
Be sure to join our FREE Monthly TeleSeminar. Each month we focus on an
essential aspect or principle of business or marketing. And one of the benefits
of membership is that those calls are recorded and available for you to
listen to if you miss one and listen to over and over until the rich material
gels and begins to make sense. That’s just one of the many benefits
of membership!
I have enjoyed speaking with many of you in person this past month and emailing
back and forth with many others. We are really here and we are really available.
So, write down the date and time of the March FREE TeleSeminar in your calendar
right this minute and commit to be there.
And if you haven’t completed the PBI, we invite you to consider joining
the professionals who are committed to learning and implementing sound,
practical and very do-able business and marketing principles and building
their ideal practices.
Don’t get left behind. We want to support you!
Until next month… only YOU can make it happen.
Dr. Jackie
2. March 3rd Free Practice Building Seminar-
Converting Prospects to Clients
with David Steele and Dr. Jackie Black
As we described in January's How
to Get Clients, marketing and getting clients are not
necessarily the same thing! This program will cover how to:
- Avoid common and costly marketing mistakes
- Use your "complimentary session" effectively
- Handle objections such as "I can't afford it right
now"
- Guarantee your success in private practice!
9am pacific/Noon eastern on Wednesday March 3rd.
Watch for the bridge # to be e-mailed separately in a reminder to our
subscribers a few days prior.
Don't miss this seminar- put it on your calendar today!
For more information about this and future Free Practice-Building Seminars
click
here
To subscribe to this newsletter and receive free seminar announcements
click
here.
3. April 7th
Free Seminar- Owning Your Niche by Creating a Niche Community
In this seminar we will provide an in-depth look at:
- Why community is important
- How sponsoring a community can fill your practice
- Different models of niche communities
- Nuts and bolts of running a niche community
- How your marketing can pay for itself, and even make
a profit!
Don't miss this seminar- put it on your calendar today!
For more information about this and future Free Practice-Building Seminars
click
here
To subscribe to this newsletter and receive free seminar announcements
click
here.
4.
Register Now for April Practice Building Intensive!
- Ready to build your ideal practice?
- Want to work less and make more?
- Would you like to learn how you can actually have fun building
and marketing your business?
See below for more information.
Table of Contents
FEATURE ARTICLE
How to Create and Use a Call
to Action
by David Steele, MA and Jackie Black, Ph.D.
Effective calls to action are critical to converting prospects to clients.
Sometimes, I read e-zines or browse through interesting web sites that
are creative, beautifully designed and the content really gets my attention.
They have succeeded in getting me in the mood to do something -- if only
I knew what the sender of the e-zine or the owner of the web site expects
me to do.
All too often there is no clear call-to-action. There isn’t a way
to learn more about a product or service, or gain a sense of trust or
familiarity with a company or individual nor a good sense about what they
are offering. Frequently marketing materials and web sites neglect to
tell me what I can expect to get from them, where to click, what link
to follow, where to order or what to sign up for.
What is a "Call-to-Action?"
A clear marketing call-to-action refers to active copy that compels visitors
to your web site and readers of your email signature, sales/marketing
material and e-zine to take action. It invites your readers to DO SOMETHING!
A call-to-action is an invitation for your prospective clients to actively
engage you in some way- directly or indirectly. Most prospective clients,
even if they are very interested in working with you, often need a way
to build a relationship with you in bite-sized pieces to work up to engaging
your services.
Where to Use a Call-to-Action
Effective marketing will ALWAYS include a SPECIFIC, EASY, TARGETED, COMPELLING,
and usually FREE, call-to-action. Everything you send out can and should
include a call-to-action; e-mails (in the signature line), web site, flyers,
business card, advertising, announcements, newsletters, even the outgoing
greeting of your voicemail system.
Direct & Indirect Calls-to-Action
A "direct" call to action invites your prospect to contact
your directly to make an appointment, purchase a product, or get more
information, most commonly by telephone or e-mail. Examples include a
response form on your website, invitation to call you for a complimentary
session, etc.
An "indirect" call to action invites your prospect to engage
you indirectly, for example signing up for your newsletter or e-program,
visiting your website, etc.
It is important to include both in your marketing. Some prospects will
be "bluebirds" and ready to engage your directly, and most will
be "boulders" and need to build their relationship with you
before taking the huge leap (for most) of engaging you directly.
Where to Begin
Calls-to-action can include filling out a form, signing up for a free
newsletter, eCourse or Tip Sheet, calling you, ordering a product or making
an appointment for your service.
It bears repeating that the call-to-action is an important element of
your email signature, marketing materials and web site text. A strong
call-to-action provides three essential reasons for visitors to your web
site and readers of your printed materials to move forward to engage with
you:
1. You make it clear what you want them to do
2. You make it clear why they should do it, and
3. You make it clear how to take that next step
A good call-to-action is like a magnet that gently and respectfully pushes
your prospective clients toward you and your products and services.
Step 1: Decide What You Want Prospective Clients to Do
- Fill out a form
- Read an article or get more information
- Listen to an audio clip
- Sign up for a service
- Visit your website
- Buy something
- Make an appointment
Step 2: Create Your Call-to-Action
Use simple words, short phrases, bulleted benefits and paragraphs of
1-3 short sentences. Make your call-to-action clear and compelling by
using action-oriented verbs and phrases and offer incentives or rewards
for action.
Here are a few examples of indirect and direct calls-to-action:
Indirect:
Get a free e-book
Sign up for our newsletter
Learn more about…
Take a tour of our website
Listen to this audio clip…
Direct:
Buy now
Call today
Call now for a free…
Contact us for/about…
Act now and also receive…
The first 100 respondents will be entered into a raffle to win...
For a short time only…
Placement of Calls-to-Action
Again, we suggest you include an indirect and a direct call-to-action
in everything you send out; your email signature line, e-zine, Top 10
List, Tip sheet, eCourse, marketing materials, web site, flyers, business
card, advertising, announcements, newsletters, even the outgoing greeting
of your voicemail system.
A Word of Caution About Using Calls-to-Action
People are very different and respond to different types of approaches.
Maximize your opportunity to attract as many people as you can. Be careful
not to provide too many choices, as people can become easily confused.
Your call-to-action links in your email signature or e-zine should go
to the appropriate page on your web site with more details on the specific
product or service you're promoting.
The more on message you are, the higher the conversion rate from visitor/reader
to contact.
3 Types of Calls-to-Action
There are effectively three types of calls-to-action. The three types
of calls-to-action have different purposes and timing, and your marketing
efforts should include a combination.
1. Make Requests
2. Provide Value
3. Move the Prospective Client Closer to Taking the Final Action that
Will Result in Making an Appointment for Services or Making a Purchase.
Here are examples of each type of call-to-action:
1. Make Requests:
- Please forward to your interested colleagues
- Your feedback would be appreciated
- Please reply and let me know what you think
- If you find this valuable, please pass it on to someone you care about
2. Provide Value:
- For free eBook...
- To register for my free eProgram...
- Visit my web site for...
- To schedule a complimentary sample session
- For free assessment
- Subscribe to my free monthly newsletter
3. Toward Closing:
- Register by _______________ to qualify for early bird rate
- Friend for a 50% discount
- 100% satisfaction guaranteed
- Let me show you how...
- For more information...
- Contact me and start your new life now!
When prospective clients act on any of the above calls-to-action, they
are interacting with you and they become a warmer lead.
Remember to ask yourself this KEY QUESTION:
What can you invite your prospective clients
to do, what can you offer them, that they would be likely to act upon,
that would build your relationship with them?
About Calls-to-Action in Email Signature Lines An email
signature line is an important and powerful marketing/advertising tool.
If you underestimate this you will be making a serious tactical error
that may very well cost you business and at the very least, will not attract
business that is out there and that can be yours! See two examples of
e-mail signatures below
True Story by Jackie
Within days of becoming the President of BuildingYourIdealPractice.com,
I created an email signature to be included in all BuildingYourIdealPractice.com
correspondence and communication. In addition to my standard email signature
information, I included the following five new elements:
1. My title under my name (President, BuildingYourIdealPractice.com)
2. A call-to-action to contact me at my email address (DrJackie@BuildingYourIdealPractice.com)
3. A call-to-action to visit our website (www.BuildingYourIdealPractice.com)
4. A request to Sign Up For Our Monthly Newsletter
5. A request to Join Our Free Monthly TeleSeminar
In less than one month’s time, an email I sent to a prospective
client ended up on the desk of someone else who contacted me and invited
me to present to an international network of women entrepreneurs on…
you guessed it, Building an Ideal Practice!
True Story by David
I'm helping to promote a
couples workshop in my area this month by presenters that conduct
their workshop all over the world. In the announcements I had my name,
title, website and contact info. I was not promoting anything else other
than this workshop, however, just by publishing my website URL
we started receiving inquiries from France, Norway, South Africa and Egypt!
Now, Here’s a Call-to-Action For You!
1. Join our March 3rd Free Monthly Practice Building Seminar Series
and learn how to CONVERT PROSPECTS TO CLIENTS.
For more info click
here
2. Build your ideal practice! Join our April PRACTICE
BUILDING INTENSIVE.
For more info click
here
©2004 by BuildingYourIdealPractice.com / All rights reserved
David and Jackie conduct a 90-Day Practice Building Intensive for private
practice professionals who desire to build their ideal practice, and invite
readers to join their free Monthly Practice Building Seminar Series; visit
www.BuildingYourIdealPractice.com
for more information.
Table of Contents
CONGRATS!
Our PBI Participants Share Their Wins
CONGRATS TO Cynthia Peikoff, first place winner
of this quarter’s PBI email signature contest.
~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~
Cynthia Peikoff, LCSW
Psychotherapist/Authentic Happiness Coach
- Does your life need meaning?
- Are you feeling like you'd like to try something
different, but don't know what to do?
Let's talk about the chosen life for you.
Contact me at:
info@TheChosenLife.net
(949) 733-1440
Initial consultation free
www.TheChosenLife.net (website under construction)
~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~
CONGRATS TO Lorraine Edey, second place winner of our
email signature contest.
~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~
Lorraine Edey, LCSW, Ph.D.
Life/Relational Coach and Psychotherapist
Living the life you love, sharing the life you live for the RV lifestyle
Have your travels left you disconnected? Subscribe to Wheels
That Heal a free weekly newsletter providing support and
connection for the RV'er.
Subscribe NOW by sending a blank e-mail to loridey@aol.com
Subject title: WTH
http://www.interfaithspiration.com (website under construction)
~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~
CONGRATS TO PBIer Tara Alexandra Kachaturoff who is working
the principles of the PBI and building her ideal practice! She writes:
"Friday afternoon I was a guest on a Cable television talk show in
the Detroit area. I talked about various aspects of the RESTS program
which I have modified and teach through workshops and seminars. I used
the RESTS material myself for the first time 3 years ago and as a result
found the love of my life to whom I'm engaged. (This stuff works!) Now
I am sharing it with others and adding all sorts of other materials around
it.
The PBI program has been the best thing ever. I have done the three month
miracle exercise a number of times and it has brought incredible change,
growth, and personal satisfaction and reward to my business and lifestyle
coaching practice. Probably one of the most important things I have done
is to create two distinct niches (per David's direction) -- to work with
my executive/professional/entrepreneur clients on business related coaching
and singles on lifestyle/relationship issues. It made things a lot easier
to deal with.
In less than a year, I managed to get access to all three media outlets,
talk radio, Detroit News, and now television. All of this seemed like
it was so far out there and for someone else. Now I'm ready to go out
there and do more of it.
It is amazing to see how the PBI matures your business vision and takes
you to places you could only dream about. But, the wonderful thing is
its not a dream...its real. While I usually listen to the calls offline
due to meetings on Thursdays, I want to say "hello" to all and
thank you for sharing your business issues, insights, and most of all
the supportive atmosphere you all bring to the call. Thanks to David for
bringing us all together...for me, first through RCI, and now through
the PBI. Both organizations have had tremendous influence on my personal
and professional development."
Sincerely Yours,
Tara Alexandra Kachaturoff
COOL RESOURCE OF THE
MONTH
BUILD YOUR IDEAL PRACTICE IN 90 DAYS
Register Now for
April Practice Building Intensive!
- Ready to build your ideal practice?
- Want to work less and make more?
- Would you like to learn how you can actually have fun
building and marketing your business?
If so, then join our January Practice Building Intensive!
We will meet for 12 weeks on every Thursday at 12 noon EST beginning April
8th, and you will learn everything you need to have a successful private
practice.
This step-by-step program includes:
- E-book version of How To Build Your Ideal Practice In 90 Days
- Weekly assignments with all the step-by-step instructions needed to
complete them
- Weekly consultation teleclass, Thursdays 9am pacific/Noon eastern,
recorded for your listening convenience (web audio recordings also available)
- E-mail discussion list for your questions, ideas, feedback, and support
- Discounted spot coaching available if needed
- Access to our exclusive Practice Development Resource Bank, Knowledge
Bank, and Audio Catalogue for the best "how to" information
and free/low cost practice-building resources
- Alternative programs to fit your needs and budget: On-line version,
Group Tele-program, and Individual
Facilitated by David Steele, Mentor Coach and Author of "How To
Build Your Ideal Practice In 90 Days," and Jackie Black, Ph.D.,
President of BuildingYourIdealPractice.com.
And the REALLY great news is that this program is very affordable.
Now is the time to jump in and get the information and support you need
to build your ideal practice.
For more information click
here
INVITATIONS
- We invite you to share this newsletter with a colleague.
There is a tremendous need for our services, and we need to work together.
Practice development is always in need and we want to be the leaders
in our field.
- Please contact
us with ideas and resources you have found useful so we can pass
them on!
- We invite you to get the support you need to be successful in your
practice.
We are available for information, training, ideas, mentor coaching,
etc.
- We invite you to become an affiliate of BuildingYourIdealPractice.com
and begin to earn extra income just by sharing our programs and products
with your friends and colleagues. For more info click
here.
- If you are a private practice professional who received this from
a colleague, we invite you to visit our web site and contact us for
information on joining us.
How do you like our newsletter? Your feedback is welcome!
Until next time…
David Steele, MA, LMFT
Founder and CEO of BuildingYourIdealPractice.com
Jackie Black, Ph.D.
President of BuildingYourIdealPractice.com
The purpose of this newsletter is to connect, support each other,
inform, and build a strong community of helping professionals who want
to have thriving businesses and fulfilling lives.
Feel free to share this with a colleague. Your submissions and feedback
are welcome!
Our Mission: To provide the tools, information and support to help private
practice professionals have their ideal practices in the most effective
and efficient ways possible.
Copyright notice: This newsletter is copyrighted and all rights
are reserved. Feel free to share with others as long as our contact information
and authorship is included. U.S. Library of Congress ISSN#:1530-3055
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