Track
Where Your Business Comes From —
"When our attitude towards ourselves is big, and our attitude toward
others is generous and merciful, we attract big and generous portions
of success."
— W. Clement Stone
(American best selling author and founder of Combined Insurance Co. (now
a part of Aon Corp.), 1902-2002)
Marketing to "everybody" is expensive and difficult. Knowing
what kind of person is coming to you and where they are hearing about
you can help you know how to better target your efforts.
Keep good records. Include
the question on your intake form, ask when they make their first
appointment, or do both.
When you find out how new clients heard about you, you will know:
- from what source people are learning about
you
- what kind of
people are responding to which type of publicity
If, for example,
many of your new clients are responding to the recommendations of a
select group of your clientele, that is valuable information!
- It tells you something about what kind
of people you naturally attract, and that word of mouth is the best
way to reach them.
- It also alerts you that taking the time and effort
to thank your referring clients with a discount or free session would
be worth your while.
In another example, if clients have responded to your flyer at a gym
or fitness center, you know the flyer working to bring active people
to your table.
In this case, a good way to hone your marketing efforts
is to keep your flyer current and appealing, and to check that it is
always visible at the sites where you post it.
If, on the other hand, you use paid advertising, record the costs of
the ad, and track client responses to it. If it is not producing clientele,
ask yourself why.
- Could it be the design?
- Or is the medium not appropriate
for the kind of clients who typically finds their way to you?
- Perhaps
your clients don't read the local weekly where you have placed a
running ad.
Take a look at the cost of the ad and consider if your marketing
dollars might be better spent. If an ad gets good results, consider
running it more frequently.
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