Thursday Tidbit: Quality of Marketing Materials

In building a practice, the quality of your work will be your best marketing tool. But, we suggest matching the quality of your work with the quality of your public marketing materials. Business cards, website, blog, and social media profiles all work together to tell the story of what kind of business you are running. In general, potential clients won’t be able to verbalize why they like your public materials or not, but most will have a gut feeling if you provide quality work based on what they see about how you run your business.

One of the first things people create is a business card. This becomes the mini-billboard that sells you and your services. There are hundreds (if not thousands) of places online to get your cards made. My favorite place is Moo.com, and it’s not even close. I get tons of comments about my cards because they are thick, sturdy, and stand out (which is exactly what you want from a biz card).

Regardless if it’s fair or not, people will associate the quality of your business by the quality of your marketing materials: your website, business card, how you dress, time it takes to return phone calls, if you show up for your appointments on time, and many other factors.

When I was first starting out, I was able to provide a “flyer” for over 500 attendee’s at a conference on marriage. My first inclination was to do all the printing at home; mainly because it would be cheaper. I didn’t have a lot of money being generated in the business, and wanted to keep costs down. But I knew that a great first impression with just one or two attendee’s would mean a new client that would all but cover the cost of a professional printed flyer. So I had a flyer designed and printed by a local company and it turned out fantastic. After the conference was over, I received over a dozen phone calls from people asking for appointments.

Quality might cost you a bit more up front, but it will pay for itself in the end. Take a moment and review your marketing materials. What areas can you improve, upgrade, or change to better tell the story of your practice?

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