Regardless of the industry, my clients often struggle with clearly communicating their products and services to their target markets. This difficulty may come from being “too close” to the business or it could simply be that their offerings are simply hard to explain in layman’s terms.
When it comes to healers, I see this a lot. When someone is deeply immersed into the healing community words like reiki, energy healing, and cacao can quickly become part of the common vocabulary. However, these terms can be everything from confusing to potentially scary for those who have not been exposed to these types of modalities and medicines.
So what, exactly, can you do to help demystify your services and offerings for your practice? Below are some quick tips to help you along the way!
#1 Get To Know Your Target Market
The most important part of better communicating what you have to offer and what benefits your services provide is to understand your target market. \
- Who is your ideal customer?
- Are they completely new to the healing journey?
- Have they taken steps into the waters but are still hesitant to jump all the way in?
- Or have they been on their path for a while and are open to learning about other healing modalities?
As you can imagine, the answer to this question helps you determine if you need to start with explaining what Reiki is and how it can help vs. diving into a quantum physics explanation in your website content. The latter may be great for those who are well immersed in the healing community, but will likely immediately turn off those putting their toes into the waters.
#2 Create Detailed Service Pages On Your Website
Once you know who your target market is, it’s important to make sure that your website explains the services in a manner that your target market can understand.
Sometimes it is helpful to have friends and family members who are not deeply embedded in the healing community review your website content. They can often provide a better perspective of what lingo you may be using that can be confusing or even potentially off-putting.
Try to also include a FAQs section on each of your services pages as well. Your goal with your website content is to answer as many of their questions as possible, which increases the likelihood that they will schedule a session or appointment.
Some questions you may wish to answer include the following:
- What is the service (in simple terms)?
- What specific benefits can they expect to receive?
- What should they expect for their appointment or session?
- How much does the service cost?
- What is the best way to book an appointment or session?
- Etc.
Again, be as clear as possible and make sure you take into consideration the user’s experience on your website. Use headers, bullet points, etc. to increase readability.
#3 Explain Why You Do What You Do
Simon Sinek says it best, “people don’t buy what you do, they buy why you are doing it.”
Make sure you take the time to go into why you are offering the specific services. The following questions can help you get started:
- What is your why?
- What is your heart behind these offerings?
- How do your services truly benefit your target market? Be as specific as possible.
You can also take your frequently asked questions by former clients or prospects and answer those questions on your website as well to help demystify your offerings.
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