| -- End Ad Box ---> | | | | As you define your practice, you will want to select a |
| A niche market is a group of people with common | | | | niche or maybe a few niches and get to know them |
| characteristics, issues and concerns. | | | | well. You will research their felt needs and urgent |
| For example, attorneys, couples dealing with infertility, | | | | concerns. You will shape your services to meet these |
| parents of children with ADHD, children whose parents | | | | needs and develop effective ways of communicating |
| divorced and career women over 40 are all potential | | | | to your niche. |
| niches. | | | | Do some market research. What are the felt needs |
| Defining your services and target groups are an | | | | and issues that appear to be of urgent concern to |
| important step in effective marketing. It is not enough | | | | people in the target group you plan to serve? Talk to |
| to say you are a therapist. Therapy is too broad | | | | and interview a number of people in your target |
| and non-specific. | | | | market to find out. Read the newsletters they read. |
| Marketing is simply getting the word out about what | | | | Attend meetings they attend. |
| you do. | | | | Make a list of the kinds of services you have interest |
| Not choosing a target market or markets is like trying | | | | in providing and what interests and energizes you. |
| to get your voice heard over the din of your whole | | | | Examples: |
| community. | | | | Helping ADHD executives increase productivity |
| You aren’t going to be heard. | | | | Assisting struggling college students to achieve |
| If you want to effectively communicate and get the | | | | better grades |
| word out, you need to know to whom you want to | | | | Helping singles to have greater success in dating |
| communicate. | | | | relationships. |
| That’s the idea behind the exercise of choosing | | | | The basic idea is to match the felt needs of your |
| a niche market. No one can effectively market to | | | | market with solutions that you can offer, based on |
| everyone. | | | | what services command your interest and is within |
| Great marketing goes in depth with a specific target | | | | your capability. You may need to receive some training |
| group. Surface attempts to get the attention of the | | | | if a service is not within your current skill set. |
| masses does not work. | | | | By zeroing in on a specific niche and line of services, |
| Sometimes a niche can be a clinical specialty. | | | | you will develop a competitive advantage over other |
| Specialties attract clients more than a general practice. | | | | providers in your area, due to your specialization. You |
| It will also attract your ideal client the type of client | | | | will eventually develop a reputation for the service that |
| and services you most enjoy in your work. | | | | will attract referrals to you. |
| Sophisticated consumers today are more likely to | | | | Speaking of competition, there are advantages to |
| seek out a specialist if they can find one. | | | | having services in our line that are not covered by |
| It may take some time and reflection to identify ideal | | | | managed care. Although many people will opt to pay |
| niches for your practice. It may evolve over time. Or | | | | out of pocket for customized, quality services, others |
| maybe one day, your niche will jump out at you. | | | | may not. Examples of services that are not covered |
| Richard Bolles said, Your mission is where the | | | | by managed care include child-custody evaluations and |
| world’s deepest hunger and your heart’s | | | | other court-related services, psycho-educational |
| greatest gladness intersect. The same can be said | | | | evaluations, business consulting and coaching business |
| for identifying your niche. | | | | owners or executives. |
| Some questions to stimulate your thinking: | | | | Other examples of specific services include resiliency |
| Think about your previous clients. What profession | | | | training, co-parenting counseling for divorcing parents, |
| was your most enjoyable client? | | | | divorce recovery groups, marriage enrichment retreats, |
| What characteristic of clients do you tend to | | | | career counseling for professionals in transition, |
| attract? | | | | court-ordered psychological evaluations, forensic |
| What similar problems do your clients seem to | | | | consulting in personal injury cases, or a 10-week group |
| have? | | | | for business professionals with ADHD. |
| What type of situation have you been most | | | | Again, more traditional services, such as |
| effective in? | | | | psychotherapy for anxiety or depression, are fine as |
| What knowledge and skills have your | | | | well. There are effective ways to market these |
| accumulated? How have you utilized (or underutilized) | | | | services and gather private-pay referrals. I have a |
| them in your work to date? | | | | steady stream of referrals based on my reputation for |
| Developing a Service Line | | | | cognitive therapy of anxiety and depression. |