Have you heard of the know, like and trust factor?
It’s important when it comes to attracting clients and referrals, and something we, as therapists, sometimes trip up over.
So let’s take a look at what it is, and how you can incorporate the know, like and trust factor into your marketing while staying within your ethical boundaries.
People buy from people and companies they know, like and trust.
But if you’ve ever read anything about blogging and marketing, you’ll probably have been told that to increase this, you should allow the real you to come through by being vulnerable, sharing personal stories and case studies.
Well that’s not suitable for therapists! So how can you stay firmly within personal disclosure boundaries while increasing your know like trust factor?
There's a guy I follow on Twitter who's a man with a van. You need something moving, he's your guy. All in all not the most interesting of businesses (in my eyes anyway!).
But the way he uses Twitter is amazing. When he stops for lunch, he takes a cryptic photo of his surroundings always making sure his business card - which has a distinctive, cute cartoon van on it - is somewhere in the picture and asks 'where in Lincolnshire am I?' And people try to guess. Simple, fun.
He plays hide and seek with his business cards - leaves them in strange and cheeky places and takes a pic of it. If he's in the pub he'll talk about the top quality pint and take a pic which includes his business card, or out with his partner for a meal he'll talk about the lovely ambiance, take a pic and his card is casually on the table. His pics always includes his business card somewhere.
Sometimes, he hides it a business card in a shop, and the first person to find it gets £20.
But you never see his face! It's fun, he's funny! And more importantly, it's memorable.
He's promoting his business in the most unsalesy way possible. Only about 1 in 20 tweets are him saying 'need to move something, give me a call'.
And because of this, if I need a man with a van I know I shall choose him because he has the know, like trust and factor. He's made himself memorable.
I know he's likely to have a smile and some banter, and that brightens up the day.
Know: he shares his day
Like: he's fun!
Trust: he posts consistently, he's been in business a while and he'll sometimes post smiley pics of satisfied customers
(I was in a pub once and saw a business card he'd hidden and felt ridiculously pleased, so went on Twitter and reported my find.)
In all modalities, the therapeutic relationship is vital. In his article on the Counselling Directory, Joshua Miles says:
‘The therapeutic relationship is the connection and relationship developed between the therapist and client over time. Without the therapeutic relationship there can be no effective or meaningful therapy.
This applies to all forms of counselling and psychotherapy, and regardless of the theoretical orientation of your therapist or counsellor, the relationship developed between you will be considered of high importance.’
Therefore, a part of the initial session with a new client is for them to get a feel for you and see if they feel comfortable with you. They assess that not by knowing personal details about you but just getting a sense of you - about whether they know, like and trust you.
The know, like and trust factor in marketing is simply about letting people get that sense of you before they meet you. It's doing the client - and you - a service by not wasting time.
Become known for your niche and be the go-to expert (take a read of 'The Reality Of Attracting Therapy Clients').
How can a therapist become know while staying within personal disclosure boundaries?
Don’t be your own best kept secret!
Being kind, funny or warm doesn’t cross any personal disclosure boundaries, so think about how you can get that across to people. It will make you be memorable.
Allow all the qualities that make you a good therapist come through - your honesty, respect, acceptance.
So if you are a private practitioner looking to attract clients and referrals, increasing your know/like/trust factor is a great way to ethically stand out from the crowd.
What can you do to increase your know/like/trust factor?
Need some help with your marketing? Check out the Grow Your Private Practice club!
Jane lives in beautiful Lincoln with her 2 boys and rescue dog. When she's not talking about herself in the third person, she's usually found drinking wine and eating Maltesers. Sometimes she even shares them with friends.
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