Gary Craig often suggested for marketing purposes that writing a book on something makes us an “author”ity. I’d never thought about writing a book before. Seemed to me a LOT of work for little payback – unless you were Stephen King or Ken Follett. But, so far in the last 4 years, I’ve ended up writing four, 4!!, books. The first one: Marketing Your Practice, was actually started as notes and outlines of marketing ideas for myself. Just before I planned on officially retiring from directing the children’s program, I figured it’d be a good idea to read up on what I needed to do for what I thought was my “next step.” I’ve always operated on a variation of the theme: “build it and they will come.” My variation is “study it and it’ll happen.” So I dug into dozens of recent books on marketing. From these books I jotted down key points and the best ideas I thought would be helpful in establishing my private practice. BTW, I jot down key ideas because it is my way of remembering it, my memory sucks!
Throughout my career part of my various jobs was to market our mental health services to the community; I am fascinated by how we choose to “buy” products or services. I already knew that a major impact in our decision making was the psychological benefit our “purchase” gave us and because of that we only listen to one “radio station” in our head: WIFM. Which stands for: What is in it for Me? But how to best get the “benefit of my services” message to my intended audience? And, who was my intended audience? During my search for what was the current “best practices” in the marketing world, Gary Craig asked me to direct the EFT Master’s program. Instead of creating a private practice, I took on that challenge. Then I coordinated several EFT Master Showcases to “showcase” the EFT Masters we had chosen. Part of each showcase was a “bonus” session on how they got started and became successful practitioners. These mini marketing sessions were much more popular than I’d thought they would be. Seems lots of folks had the dream to become a practitioner but weren’t sure how to go about it. Since I’d videoed the marketing sessions I edited them all together andMarketing Your Practice.
Remembering my recent studies on best practices for marketing a practice I decided to haul out my notes and outlines and rewrite them to share with others as a “bonus” for purchasing the DVDs. After all, it was the most current “wisdom” in the marketing literature for establishing a practice and getting clients. I set about writing up my outline in a readable manner in a workbook format so that each reader could create an individualized way to use the information for their specific business. Seemed simple enough – sure. Ever noticed that if something is labeled as “simple” it is not the same thing as “easy”? I think the hardest part was deciding how to narrow down the information in a truly useable format. Then deciding what would be the best way the reader could use the information for their practice. Then deciding how to organize it and deciding what fonts and size and cover and do I do this this way or that way …, and,… OK let’s just shorten this: the hardest part of writing a book is not the actual writing – although that can be a major challenge as well – the hardest part of writing a book is all the decisions you have to make along the way.