14 October 2009

4 Secrets to Compelling Online Profiles

As some of you know, I spend a fair amount of time helping counselors construct compelling practice profiles for online locator services. There are a few secret ingredients that I use to establish rapport with the reader, sharpen the marketing message of the provider, and strengthen the conversion rate (turning searchers into clients).

Secret #1 -- Speak directly to your ideal client about them, not about you

When you've decided who you're ideal client is, you get their attention among your competition in locator search results by asking them a direct question about the specific problem they have right at that moment of being online searching for help. This keeps people reading your profile.

Secret #2 -- Name 3 unpleasant ways their problem disrupts their life

It won't be a surprise, they already know. You need to show that You know in order to begin to establish rapport. Hint: name problems you want to work with, that are fun and easy for you. (see below)

Secret #3 -- End every paragraph with a statement that you can or want to help.

Example: Life sucks? Feel angry enough to explode? Can't sleep? I'd like to help.

If daily arguments are wearing you down, if your irritability is growing and your family is telling you to shape up, it may be time to talk with someone who'll be on your side about the underlying pain in your heart and learn to let it go. I'll be that someone for you.

Secret #4 -- Use a powerful 3 paragraph structure

Paragraph 1: connect with specifics about the client
Paragraph 2: deepen rapport by staying client centered
Paragraph 3: give your marketing claim or hook, and a call to action

Possible marketing claim per #3 example: Learning productive ways to argue and communicate sets the stage for a happy marriage. Isn't that your greater goal? It's a personal strength to get help when you want to change what isn't working. I'm here to help.

Possible call to action: Let's start now. Call today.


Once a great compelling profile is constructed, you can use it in multiple ways and places. If writing isn't your forte, if you're struggling for days over getting it right, maybe I can help. :)

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