Tagline: Answer Their Pain

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Among the many things we talked about in today’s Networking Group, Mark mentioned a book that sounds promising: Be a Wealthy Therapist: Finally You Can Make a Living While Making a Difference (http://www.beawealthytherapist.com). He'll be reading it and sharing his take on it with us. One idea he shared was: Try to imagine what it is that wakes your clients up at 4 o'clock in the morning. That becomes your catch phrase for your practice, website, marketing materials etc. He gave the example of Julie de Azevedo-Hank's (http://www.juliehanks.com) use of this idea with their successful Wasatch Family Therapy (http://www.wasatchfamilytherapy.com) practice. You can visit her sites and see what we mean. I love that idea, and wished I had heard of that years ago when I was trying to figure out my approach as I would've been able to nail down my message a lot sooner. The basic idea is to them how you will answer their pain, not tell them about what you do or about yourself. For example, in my case, instead of "I do marriage counseling" (yawn), "I help people  not only save their marriages, I help them create phenomenally GREAT relationships." (Wow!) My tagline is "Create GREATness in Your Relationships". Another example: While Julie treats depression and women's issues she doesn't lead with that. Her sites proclaim, "Healing relationships" and  "Let your best self shine." In all of these examples people want to hear the solution to their pain and beyond, not just that  you will treat their pain.

We'd all love to hear your practice building ideas. What do you do that's working for you in your practice?