Today I want you to focus on your Unique Selling Proposition (USP).
That basically means what makes you stand out from the crowd with your therapy business, whether you are a massage therapist, a reflexologist or a physiotherapist like me.
Why would someone come and see you? What makes you different from somebody down the road?
My specialty is sports injuries. I have built a very successful career on caring for people who are motivated and determined to get back to their sports as soon as possible after injury. My name is well known at local golf clubs, gyms and in other places where sports men and women hang out. They know I am a very competent physiotherapist and I can help fix them.
What about you? Have a think about what makes you special. Are you a beauty therapist that specialises in anti-aging treatments, do you love preparing a bride for her big day, do you use your healing skills to help stressed and anxious people cope with their hectic lives. You may offer treatments early in the morning or in the evenings so busy working people can get to you without taking time off work.
Here’s an example. A new men’s barbers shop recently opened near me – and they offer an appointment system. In the UK that is very unusual. Most men’s barber shops operate on a ‘first come, first served’ basis. The owner was interviewed in the local press recently. He said, “no-one has the time to spend 45 minutes waiting in line for a haircut on a Saturday morning.” I thought that was a brilliant idea. That barber has made bookable slots – like you get in a women’s hair salon – his Unique Selling Proposition and I know he will be very successful.
Really think about what it is that makes you different, what makes you stand out? What makes you different from your competitors locally? It may be a treatment you offer, or is it the way you work with clients or the set-up you have?
Have a little think about what is your USP.
When you have identified this, you can use it in your marketing to promote yourself because you do stand out from the crowd.
Sign up to my therapists’ private Facebook page by registering your email and I will also send you my free ebook ‘The 3 mistakes that therapists make in their business by not using a recommendations system and ….how to fix them!’ together with regular tips on how to build your therapy business.
Until the next time.