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|Pink-Spoon Marketing - Page 5|
You don't have to start big; in fact, one of the charms of this approach is that it doesn't require a huge commitment of time and money.
First, before you do anything else, identify a niche—the specific clients, group, issues, areas of therapy, or specialty that interests and excites you. Let's say you love working with kids and are particularly concerned about school bullying—something you emphasize at your website. (You do have a website, don't you?) You then develop material that provides information for people in your area of interest.
When a parent happens into your website, she sees your offer of a free report on "Why Some Kids Get Picked On by Bullies." This parent doesn't know you, doesn't necessarily feel the need to put her child in therapy, and isn't ready to shell out lots of money for treatment; but since her child is being picked on in school, she's drawn to your report—and besides, it's free.
She signs up, leaving her e-mail and/or mailing address, and gets the report. You, in turn, get the opportunity to convert a chance visitor to a new customer or client by gradually taking her through different levels of interest, commitment, and expense.
This vital first step is known as "pink-spoon marketing," referring to the free samples of ice cream that shops promoting new flavors provide in tiny pink spoons. Customers may like a free sample so much that they buy a cone to consume on the spot or a half-gallon to take home. Similarly, once your customer has her "pink spoonful" and you have her contact information, you can follow up by sending her a newsletter. Most important, you can introduce her to the first of several levels of products along an increasing price continuum.
Once someone has obtained, and liked, your free item, it's quite easy for her to decide to buy your 30-page e-book, "Teach Your Child to Stop Bullies in Their Tracks," for $17, or even your $40 one-hour teleseminar. She's getting the help she needs for her son without having to commit to five in-office sessions for $800 to $1,000. It's a bargain!