How to Convert, Not Convince, in Your Business with Kate DiLeo | MP 96

On this marketing podcast, Kate DiLeo talks about how to convert clients, not convince clients, into your business.

Oprah or Ryan Reynolds, which celebrities would your brand sound like? How do you create a brand trifecta to boost your marketing efforts? Are you currently converting your clients, or convincing them?

In this podcast episode, Sam Carvalho speaks about how to convert clients, not convince clients, in your business with Kate DiLeo.

Podcast Sponsor: Therapy Notes

An image of Therapy Notes is captured as the sponsor on the Practice of the Practice Podcast, a therapist podcast. Therapy Notes is the most trusted EHR for Behavioral Health.

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Meet Kate DiLeo

A photo of Kate DiLeo is captured. She is a brand manager and marketing strategist. Kate is featured on Marketing a Practice, a therapist podcast.

Kate DiLeo is an “accidental brand strategist” who originally intended to pursue a PhD in Anthropology, yet discovered the power of branding during her first sales job. In the pursuit of making quota, she realized she needed to cut through the noise with a message that would compel prospects to want to have a conversation.

Her brand-pitch, which she calls, “The Brand Trifecta,” is rooted in her firm belief that brand is the path of least resistance to revenue. Kate has worked with more than 200 brands across 20 sectors, and she is passionate about partnering with founder-led organizations that desire to craft an authentic, purpose-driven message.

Visit Kate DiLeo’s website and connect with her on LinkedIn.

Pre-order Kate’s book here.

In This Podcast

  • What do you do?
  • How do you solve someone’s problem?
  • How are you different from the competition?
  • Niche your services and clients

 

What do you do?

A tagline is supposed to answer a customer’s question about what a company does, so a great and effective tagline will help a customer to understand right away what this company is about, and how it can help them.

The tagline leads to the follow up which leads to “tell me more” because a great tagline starts the conversation.

How do you solve someone’s problem?

Now [the customer] is going, “Expand on that, tell me more?” So, the follow-up to that in the brand trifecta is a strong value proposition statement. (Kate DiLeo)

Your value proposition statement essentially says, “Here’s the pain that I know you, the customer, are dealing with, and here is how I solve that pain”.

How are you different from the competition?

When the brain takes in new information, it often makes a comparison to assess this new information against what it already knows.

This is a good thing! And it provides you with your chance to describe exactly why you are different from the comparison, and from the competition.

When you go through a brand trifecta in only 15 to 20 seconds of someone reading it, or in a conversation between 30 to 40 seconds… what you’re helping people do as quickly as possible is to get to the point of conversion. (Kate DiLeo)

The point of conversion is the moment that the client has understood you, your business, and its mission, and is ready to work with you. This is the goal that you want to achieve through using a brand trifecta.

Niche your services and clients

I recommend you really try to nail down one to maybe three groups that you serve. I find that it’s smart to niche in on who you serve, just as you niche in on your products, services, and offerings. (Kate DiLeo)

Ask yourself:

  • Who gets the most value from the work that I do?
  • Who keeps coming back?
  • Who keeps referring me?
  • Who purchases additional add-on services or wants to build a relationship?
  • Which group is naturally drawn to you?

We are not in the business of convincing, we are in the business of converting, and so our job is to select the one or two audiences … that naturally convert into clients because they heard our message and resonate [with it]. (Kate DiLeo)

When you niche, you attract your ideal clients, and therefore you do not have to convince anyone to work with you. You only need to convince people if you are marketing to the wrong audience.

Books mentioned in this episode:

Kate DiLeo – Muting the Megaphone: Stop Telling Stories and Start Having Conversations

Useful links mentioned in this episode:

Check out these additional resources:

Meet Sam Carvalho

A photo of Samantha Carvalho is captured. She is the Chief Marketing Officer and Designer at Practice of the Practice. She is the host of the Marketing A Practice Podcast and helps therapists successfully market and brand their private practices.Sam Carvalho is a graphic designer living in Cape Town, South Africa, with over five years of experience in both design and marketing, with a special interest and experience in the start-up environment.

She has been working with Practice of the Practice since 2016 and has helped over 70 therapist entrepreneurs take their practices to the next level by enhancing their visual branding. She loves working with a variety of clients on design-intensive tasks and is always up for a challenge!

Follow Sam on Instagram to see some of her work. To work with Sam, head on over to www.practiceofthepractice.com/branding.

Thanks For Listening!

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