How “Hero Marketing” Can Bring You New Clients

If you have a new or small practice, the fastest way to get new clients in the door is with a little-used method we call “Hero Marketing”. Make someone look like a hero and they will do anything for you.

At our center, we were looking for a way to get referrals from other businesses in the area. We decided that the best way to do this was offer something that they could give to their customers. We came up with a promotional coupon that was very low cost. There is an example of this promotion at the end of the article.

We will show you how to get other businesses to promote your practice. The example that I will use involves a salon, but it will work as well with any business that reaches your target market.

There are several key components to using this type of marketing. Most importantly, determine your target market or the type of client you wish to attract (example: professional women between 35 & 55). Now consider the types of services these potential clients would already purchase in your area such as:

  • Hair Salons (as a thank you)
  • Nail Salons (as a thank you)
  • Dog Groomers (as a thank you)
  • Clothing Boutiques (as a promotion)
  • Luxury Car Dealers (as a promotion)


Secondly, but just as important, remove your ego from the piece. You will notice in the example, the first and most prominent thing in the piece is the other business’s name. The name of our center is much smaller and at the end of the piece. It is important that you make the business you are seeking referrals from look like a hero. As if they “negotiated” or “developed” this promotion exclusively for their customers.

The promotion must have a specific dollar value, not a percentage. This produces a psychological effect for the recipient that they are being given “money” instead of just a coupon. It can be as little as $5.00 or as much as $20.00. I highly recommend the higher amount and this is why….

You can print these pieces 3 to an 81/2”x11” page, and then cut them down. Use white, not colored paper. Keep the color for the art and text. This makes your cost about $.03 cents per coupon. When you give these to another business, make sure that they are personalized for that business, not just a generic piece. They will gladly hand them out to their customers. It costs them nothing, promotes them, and it makes them look good to their customers. Plus, you get the added bonus of someone personally handing them to their customer. This is almost like a personal referral, and the customer is more likely to use it. You get the other business to do all the work, all you have to do is supply the marketing piece.

This piece will bring you tons of new clients long after you hand it out. The first time we used this our center got over 50 new clients in 6 months. Try it, you’ll like it!


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