Chutzpah Marketing For Mental Health Professionals
Table of Contents
CopitchInc.com
Chutzpah Marketing For Mental Health Professionals
The Simple Chutzpah Super Bill
Chutzpah Phone Scripts for Mental Health Professionals
Chutzpah Web Site Marketing for Professionals
Business Consultation with Dr. Copitch
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Let me help you build the private practice of your dreams. The private practice that allows you to help your clients as well as make well over $100,000 per year... part time.
Philip Copitch, Ph.D.
Table of Contents
0. Introduction 15
Introduction excerpt
1. Are therapists allowed to make real money? 21
Common myths 21
Practice building myths 22
Running a business versus running a hobby 23
Getting your mind around running a business 24
Get your mind around making money 26
Making real money 27
Rule #3: You need to be completely comfortable with making lots of money 28
Robert Bacon, MFT 28
Robert excelled with rule #1 29
Robert failed rule #2 29
Robert can’t even see rule #3 30
Brazen head 30
Chapter 1 excerpt
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2 Advertising ethics for mental health professionals 33
Stacy Carpenter, MFT 34
Dr. Dre 37
Chuck’s plan 38
The Yellow Page man said 40
I’m not a member of CAMFT 40
Before and after photo negatives 41
Specialty training in your advertising 44
Using CAMFT initials or logo 46
Chapter Appendix 49
§651. Public Communication Containing False, Fraudulent, Misleading,
Or Deceptive Statement, Claim, Or Image; Advertisements; Penalty 50
Part I—Ethical Standards For Marriage And Family Therapists 54
Guideline 3: Advertising and Specialty Credentials (NY) 57
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3. Traditional business plans are a waste of money and effort 61
Why do I need a business plan? 62
One paragraph business plan 62
Chutzpah marketing 62
The basic elements of your business plan 63
What benefits do you offer your patients? 63
•What therapists like to sell 64
•What patients like to buy, what they value 64
Chutzpah assignment 65
Who is your patient? 66
What is the personification of your business in the community? 67
How does your patient find you? 73
Write your two lists at one time 75
Implementing your business plan 77
Bob’s one paragraph business plan 78
Your business plan 78
Other hats a therapist might wear 80
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4. Your most important marketing tool cost 5¢ 85
Chutzpah marketing does not waste 85
Avoid a boring professional business card 85
What should I include on my business card or in advertising? 87
Chutzpah business card 87
Building your chutzpah business card 89
Keep the following in mind while you create 94
Chutzpah copy 95
What’s with the initial salad? 96
Should I have a business name? 97
Three major reasons to have a DBA 97
Credibility 97
You’re the boss if your name is on the door 98
You can sell a business name 98
Chutzpah logo 99
What makes a logo a good logo? 100
Business card blanks (regular and grande) – create! 102
Getting your card printed 113
Handing out your chutzpah business cards 114
Shhhh, this is a secret: How to hand out business cards comfortably 115
Different chutzpah business card for each hat you wear 116
Let’s dissect Dr. Phil’s consultation chutzpah business card 118
Let’s dissect Dr. Phil’s therapy chutzpah business card 120
Examples of developing logos and business cards with feelings 124
Want my opinion? 129
Chapter 4 excerpt
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5. Chutzpah Practice Brochures 131
Ethical considerations 132
Brochure dimensions 132
Center fold 135
Tri-fold 135
3-up 138
Chutzpah focus 140
What’s in a name? 142
Your chutzpah practice brochure should consist of 5 major parts 142
A chutzpah headline grabber 142
Powerful subheads that interest the potential reader 144
Smith Magazine Celebrates storytelling 145
Dazzling copy that stirs the emotions of the potential patient 147
Emotion evoking graphics and/or photos 149
A call to action! 149
Dr Phil’s 3-up. 151
How to get your brochure out and about 153
Leaving brochures around 155
Develop your chutzpah brochure 158
Want my opinion? 159
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6. Your Second Most Important Marketing Tool is FREE 161
Example of a 9-second speech in a clinical setting 162
Why 9-seconds? 163
Building a 9-second speech 164
What do you want to teach about you? 164
Teaching others how to refer to you 166
Develop your 9-second speeches 167
Categories of speeches (situations as stated above) 167
Write down your 9-second speech 167
Common situations 168
Other 9-second speech categories you may want to develop 169
Dealing with zingers 169
Want my opinion? 170
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7. The reality of the Yellow Page monster and local media advertising 173
Category and action 173
Myth #1: The Yellow Pages are very expensive 175
Myth #2: Good therapists do not need to advertise in the Yellow Pages 175
Myth #3: Unless you can afford the biggest ad, you cannot compete in the Yellow Pages 176
People have been trained to use the Yellow Pages 176
Motivated buyer 177
“Me too” mentality 178
Your Yellow Page rep 180
Alternative Yellow Pages 182
Yellow Page ad size and color 182
Size 182
Color 183
What about the online offerings from the Yellow Pages? 185
What belongs in your display ad 187
Chutzpah headline 189
Chutzpah supporting information 192
Chutzpah supporting secondary benefits 194
Call to action 196
Local print media advertisements 197
What goes into your ad? 198
Three types of print ads 199
The name recognition ad 200
The direct response ad 201
The combination ad 202
Dealing with local newspapers and magazines 204
Ad and ad size placement 205
Common up sell fibs sales reps use 206
Yellow Page and ads: my chutzpah perspective 207
Want my opinion? 208
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8. Your office is a chutzpah marketing tool 211
Chutzpah cross-marketing 212
Office signage 212
External signage 212
Banners 216
Internal signage—Part one 220
Internal signage—Part two 223
Uniforms and name tags. 228
Chutzpah office paper 228
Letterhead 228
Regular correspondence 229
Client note paper 236
Note cards 237
How to make a note card 237
Examples of note cards 239
Thank you 239
Get well cards 242
From the desk of: notes 244
What to write in note cards 247
Any other mail that goes out 249
Fridge art 250
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9. Your phone and email are chutzpah marketing tools 261
Controlling the phone and email monster 262
Phone machine or answering service 263
Phone and email time management 266
Multitasking and brain research 267
Return calls and email in bunches 268
Email cross-marketing 273
Gathering statistics 274
The telephone transmits feelings 275
Anyone who answers your phone represents you 276
Phone scripts keep your practice consistent 277
Avoid the hold button 282
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10. Getting your staff and family into chutzpah marketing 285
Change is difficult for employees 286
It is lonely at the top 287
If they could do it they would be your competition. 288
Staff and family should be your best cheerleaders 289
Help with the name game 290
Chutzpah show and tell 292
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11. Chutzpah gold mining: database harvesting 295
Your database 295
Computer database is a must 296
What to put in your database 299
What to do with your gold mine 301
•What therapists like to sell 303
•What patients like to buy, what they value 303
The 4 best ways to grow a long term clientele 304
Postcards 304
Grabbing attention 307
Size and cost 316
Label and stamp party 318
Build your own postcard 318
Newsletters and e-newsletters 319
What is a PDF? 319
Newsletter design, chutzpah style. 320
Color 323
Content counts 324
11 chunks of chutzpah newsletter advice 325
Email 326
What to put into your email 327
Controlling file size 330
Graphics in email 331
The best of both worlds, encourage click through 333
Direct mail solicitation with chutzpah 336
Inserts 337
Coconut? 340
Ways to generate custom mailing lists 341
List brokers do’s and don’ts 342
Mail list brokers 342
Lists: A numbers game 344
Seeds 344
Where to get 344
Email brokers 345
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12. Chutzpah presentations, speeches and Trade Shows 347
“I can’t speak to a group!” 347
Why bother with doing presentations? 348
Who wants to hear your talk? 349
The 60/40 rule of presentations. 350
April is... 351
February is National National Awareness Month Awareness Month 352
Finding local groups 353
Contacting local groups 354
First contact letter with the speaker coordinator 355
Your chutzpah cover letter 355
Know your group 356
Examples of first contact letters 357
Honorarium 358
Chutzpah low cost trade shows 359
A dummy example of getting attention. 361
I’m uncomfortable with an information booth... 362
Chutzpah booth design 362
10’ x 10’ x 10” 363
Types of booth signage 366
The overall look of your booth 372
Your chutzpah call to action and if possible—save/stick/pass-ability 375
Table bunting 375
Dealing with the great outdoors 376
Educate your booth staff 377
Chutzpah tricks for garnering attention 377
Candy 378
Smile and make eye contact 379
Police your booth 379
Think tactile 379
Avoid being a bump on a log. 379
Interact with the other exhibitors 380
Dancing Chewbacca 380
Promotional giveaways 381
Be creative 383
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13. Building professional credibility 385
Waiting Room Resume 386
There is no need to mislead 387
Differentiate yourself 388
Developing a Waiting Room Resume. 390
Basic Resume Form 390
From basic resume to Waiting Room Resume 395
Examples of Waiting Room Resumes 398
Want my opinion? 403
What to do with your Waiting Room Resume 403
Gravitas 404
Authorship 405
You do not need to be a writer to write. 406
White paper, booklet or book 407
The white paper and booklet writing process 410
From the title, build a simple outline 412
From the simple outline—add topic points 414
From Plump outline to paragraphs 415
Your writing style 418
Using white space and graphics 418
White paper or booklet, which is better? 427
Sell or give away your white paper of booklet? 428
Dr. Phil, I want to write a book 429
Getting the word out 430
Putting your booklet to work for you 431
Copyright 432
Want my opinion? 433
Chapter 13 excerpt
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14. Embracing the media with a chutzpah hug 435
The media doesn’t owe you anything 437
Getting noticed as an expert by the media 438
I asked her to put me there, kind of 440
Getting press will get you more press 440
Controversy sells 441
Don’t confuse editorial coverage with advertisement 443
Writing a press release 443
Aim 445
Spell 445
Wow 446
Follow up 448
The parts of a press release 448
Sample press releases 450
The future of press releases 452
Want my opinion? 453
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15. Time management for chutzpah Professionals 455
Time lies 455
1. There is more time in the future 456
2. I don’t care about time 456
3. You can “save time” 457
Time bandits 457
Attitude 458
You’re tired 460
Lack of focus 460
Undefined goals 462
Distractibility 463
Failure to plan 464
Procrastination 466
Need for perfection 469
Time management and personal organization skills 470
Honest limitations 471
Predicting time 472
Excuses/Lies 474
I’m too busy to plan 475
I hate not being free, a daily planner is controlling 476
Planning doesn’t work for me, I already tried it once 476
Dr. Phil’s two sheet simple planner 477
Section A: Hours of the day - The chunks 478
Section B: Small item check boxes. 480
Section C: The big stuff 481
What else is in the planner binder? 484
What to avoid 484
Ten minute planning time every day 484
Appointing big projects 486
Big project example one: A large report 486
Organizing big projects backwards in small chunks on a monthly calendar 489
Let’s look at a few sticky places in the big project organization 490
Sometimes life gets in the way 491
Judging time takes practice 492
Big project example two: Taking back the garage! 492
Organize the garage projects backwards in small chunks on a monthly calendar 495
Motivate the workers 500
What’s the next action? 500
In closing 505
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