![]() “Nine people say, ’I’m a counselor working with individuals, families and couples,’ and one person says, ’I work with newly divorced fathers.’ When someone asks you about a counselor for a divorced father, who are you going to remember?” To illustrate her point, she used a typical networking situation in which several individuals are introducing themselves and describing their work. It helps you find your ideal client or the person whose needs fit with the services you are offering and, most importantly, it helps you to focus your advertising efforts and your advertising dollars.” “First, it will help set you apart from the other private practitioners, and it allows the consumer to find you more easily. Having a counseling niche is important for a number of reasons, MacDonald said. However, the reality is as practitioners, we cannot be qualified to offer counseling in all areas.” ![]() “I think underlying that is the fear that you will be turning away clients. “Not having a niche is often the mistake that new practitioners make, myself included,” she said. Lucy MacDonald, author of Start and Market a Successful Private Practice, recently shared these strategies in a packed Learning Institute at the American Counseling Association/Ĭanadian Counselling Association Convention in Montréal. By serving a select group or population, counselors can focus their marketing plans and network with people who are the “gatekeepers” to that population. ![]() Deliberately narrowing the client field sounds counterproductive, but successful private practitioners have done just that. Niche marketing is the opposite of mass marketing in that counselors target a specific segment of the population. When it comes to building a thriving referral base, there are two words every private practitioner’s marketing plan should include: niche and networking.
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