| News and Views
Outreach and Marketing |
An Inexpensive Tool for Marketing Your Book or Seminar
by Ed Nottingham, PhD, ABPP |
| Outreach and Marketing Table of Contents |
Last week the "Revised & Expanded" edition of my REBT self-help book, It's Not as Bad as It Seems: A Thinking Straight Approach to Happiness, with a Foreword by Albert Ellis, was released by iUniverse.com. I wanted a way to let people know about the book, but more importantly I thought there might be a way to do some marketing of my practice as well. I sent an email blast to people, but that list was largely friends and colleagues outside of the Memphis area. Then it occurred to me that I could use my computer and printer and make business cards announcing the release of the book and information on ordering. Of course, this would also let people know I'm a local psychologist. So, I used Avery LabelPro (but most word processing programs such as WordPerfect and Word include templates) to create a card that had a graphic of the book, my info, and ordering information. Went to Sam's and bought 1,000 blank white cards (10 cards per page) very cheaply (if you buy the name brand blank cards it can cost quite a bit), and printed (using my HP OfficeJet R80 color printer/fax/scanner) 50 or so color business cards. Next day, at the fitness club where I work out, I started handing out cards to everybody just letting them know about the release. Response has seemed very positive (but no idea if that means sales), but more importantly, many people said, "Oh, you're a psychologist, I didn't know that. People have been asking me if I know any psychologists (for referrals)." Bingo! Potential referral base just grew. Then it occurred to me that these inexpensive business cards could be used to announce other services we offer. Giving a talk somewhere? Create the business card and hand them out. What about making cards and keeping them in your office announcing new groups, workshops, etc.? While I probably wouldn't make cards announcing a new therapy group, I would probably have cards available in my office with specifics just in case people were interested. The small business card would be easier for people to take with the information than a 8&Mac184; X 11 piece of paper. I would, however, have no problem handing out the cards if I were giving a public workshop or talk. While I loan my clients copies of the last edition of my book for them to use for a few weeks (rather than saying "buy my book"), I do have cards on the table about the new release that people can take. Often clients pick up several saying they want to give it to a friend who could benefit from the book (and maybe therapy). Even though these little cards are handy, potentially useful to consumers, and easy to create, they still represent public statements. As with all of our professional activities in the independent practice of psychology, remember to review the Ethical Principles for guidance in developing marketing tools. Ed Nottingham, PhD, ABPP (Clinical & Behavioral) 1355-B Lynnfield Road, Suite 245 Memphis, TN 38119-5829 Phone: (901) 818-5410 Fax: (901) 818-5411 nottingham@bellsouth.net |
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