PRACTICAL ADVICE is a regularly appearing column in the RPA Journal. Elizabeth Tobin, JD; Certified Resonance Repatterning® Practitioner answers your questions about creating a thriving Resonance Repatterning practice. If you have a question that you would like answered or if you would like to share your views about any of the topics discussed here, we welcome your comments.
Q: Given that Resonance Repatterning is an empowering process for positive change that can be used on any problem – physical, mental, emotional and spiritual– should I really develop a “target market?”
A: The short answer is, “Yes!” There’s an old adage that says if your market is everyone, then your market is really no one. This means that if you cast too wide a net in terms of who you want to attract as a client then it’s difficult to connect with people on a personal level.
Marketing experts agree that when you are writing sales materials — whether it’s emails, on-line sales pages, flyers, print ads, radio ads, etc. – the most effective approach is to write as if you are speaking to only one person. If you have identified your target market and know what they want and need it will be easier for you to develop effective outreach material.
In this information age, people get bombarded with input so they filter it. In just a few seconds they’ve already decided what’s relevant and what’s not.
You need to get people’s attention, then you need to hold their attention long enough to let them know how you can help. The more specific your message the more likely it will get filtered in to the people whom you most want to reach. That is, the people who are really interested in what you have to offer. If your message is too general it’s more likely to get filtered out – by everyone.
The way to get people’s attention is to be very specific and to speak their language. For example, I am currently offering a 12 session series called “Transforming Money Archetypes and Karmic Contracts” and I’ve written specific Repatternings for the different archetypes and karmas. My target audience is people on a spiritual path who are tuned into the evolution of consciousness and the great cosmic shift that is happening. If I was marketing these same Repatternings to business clients I would use very different language. I wouldn’t talk about archetypes and karma. Instead, I might say “Success Profile,” or “Money Type.”
When choosing your target market, it may help to keep in mind these words I once overheard from a fortune teller, “People have 3 areas of concern – health, relationships, and money. If you stick to these 3 areas you’re bound to hit on something that’s relevant to them.” I would add a fourth item: having a sense of purpose and fulfillment.
There’s another old saying that we teach what we most need to learn.
Through the principle of sympathetic resonance you’ll likely attract clients who mirror your issues, so why not focus on the one area of your life that you’d most like to change? For example, when I first started my Resonance Repatterning practice back in 2001, I was unemployed and needed my practice to start earning money from the get go. Because money was an issue for me, the first thing I did was a series called “100 Days of Wealth.” As you can see from my two examples, I’ve been in practice 10 years and I’m still offering Repatternings on the same topic as when I started out.
Here’s another way to decide on your specific niche: Consumers buy from people they know, like and trust. Telling your own success story about how you changed your life with Resonance Repatterning is a great way for people to get to know you. That you’ve been where they are now let’s them know that you understand their pain and you have a solution to get through that pain. By focusing on your own area of greatest transformation you can offer similarly situated people hope. In addition, you’ll have no trouble speaking from your heart and using language that they can connect with. What’s more, your personal experience, knowledge and insight make you an expert on the topic.
This brings us to your Unique Selling Proposition (USP). Identifying your target market ties into what marketers call your USP. Your USP is what makes you stand out in your field.
Once you’ve identified your target market you’ll have more clarity on why you’re the best practitioner for this market.
Your USP lets people know what they can get from you that they can’t get anywhere else. Why should someone choose you over other practitioners? Your unique selling proposition may include the number of years you’ve been practicing as a professional, certifications that you’ve earned, the life experience you’ve gained in overcoming specific hurdles, awards that you’ve won, etc.
Your target market and your USP are integral to your mission and vision for your practice. Think of them as intentions that you set for your business. Having a clear intention can serve as a guide to discern whether a particular task, project or joint venture fits into your business model. Knowing who you are, what you are offering, and to whom you want to offer it brings clarity and power to your marketing activities and your practice as a whole. And as we know from Resonance Repatterning resonating with your intentions is the key to manifesting them. Resonating with your target market and your unique selling proposition is the key to manifesting your thriving practice!
Elizabeth Tobin, JD is a Certified Resonance Repatterning® Practitioner has been earning her livelihood through her full-time Resonance Repatterning practice since 2001. Geographically based in Boston, MA, Elizabeth serves an international clientele with individual telephone and skype sessions, global distance healing proxy groups and live workshops. Visit her website at http://LizTobin.com