How to Build Your EFT Practice by Leveraging Your Biggest Resource

By Carol Solomon, PhD

The biggest resource you have is your time.  Most practitioners are painfully aware that there is only so much time.  Your time is money.  What you do with your time is directly related to how much money you can make.

The concept of working “on” your business versus “in” your business was developed by Michael Gerber, in his book “The E-Myth.”  It’s the idea that we get so caught up working in our business – doing all the things that pay the bills and keep us busy, that we just keep doing the same things over and over again, without getting any further ahead, or building any equity.

When you are working a lot, it’s like running on a treadmill.  As long as you are running, the treadmill keeps turning.  But as soon as you get off, it stops turning and you are no further ahead.

To get off the treadmill, you have to make a conscious decision to set aside time to develop tools and systems that have lasting value, and build equity for your efforts.

If your goals include having clients easily find you, increasing your income, becoming an expert in your field, and/or making a difference in the lives of many people, then you have to learn to leverage your time.

One way to do this is to invest your time in creating marketing assets.  Just like singers earn royalties from their recordings that generate income year after year, EFT practitioners can create marketing assets that continually build their businesses.

Here are some examples:

• Websites that work 24/7
• Content for blogs and email newsletters
• Information products (e-books, special reports, audio programs, etc.)
• Strategic alliances
• Data base
• Testimonials

Here are some strategies to get you started:

Have a web presence.  One of the best ways to leverage your time is to use the internet.  But you do not need to spend a lot of money on a website and/or expensive logo.  Look for designers that will give you a package price.  It IS worth it to have a site professionally designed, but be sure to do your homework on costs.

Research your ideal clients.  You can never spend too much time learning about and understanding your ideal clients.  What are their most urgent problems and challenges?

Get a specialty.  It helps your marketing efforts tremendously if you have a specialty area to focus on, even if you want to have a general practice.

Start creating content.  Chances are that you have enough information right now to write an e-book (or a print book) that addresses the most urgent needs of your potential clients.  You can start with short articles for online publications, create special reports or start your own email newsletter.

Start talking – into a tape recorder, that is.  Recording audio products is a powerful way to leverage your time, since many people want to listen while they drive.  Adding short audio clips to your website adds another dimension.  When people can “hear” your voice, you become more real, and more credible.

Shift your focus to problem solving and results.  In your marketing, don’t focus on “what” you do, but what results people get from working with you.  People are much more motivated to solve a problem than to simply work toward a better life in general.  Let them know what specific problems you can help them solve.

Develop a basic interactive presentation.  Then, if you get asked to speak, you can adapt it to any audience without having to do a lot of work to prepare.

Don’t worry if you aren’t attending networking meetings.  My colleagues like to tease me in saying that I built my coaching practice without ever attending a networking meeting or shaken anyone’s hand.

In truth, I did attend one networking meeting – my first and last.  If you think about leveraging your time, networking meetings are not very efficient.  I would prefer to spend the time writing an article that can potentially impact thousands of people.  But if you enjoy networking meetings, be my guest, well, actually not MY guest, but you know what I mean.

Do look for like-minded people to affiliate with.  These are the folks who are already serving your ideal clients.  Find a way to work together.  Ask them to post your articles.  Offer valuable information on your website so they will want to list it as a resource.  Or invite them to become an affiliate of your programs.  Create a win-win!

Ask for referrals.  There is nothing wrong with being direct.  Let people know what you are doing, and ask if they know anyone you can help.

Create samples of your services.  Record a teleclass and let people listen to it from your website, or on an audio podium (like a long voice mail message).  That way, they get a chance to hear what EFT is, and what you are all about.  If they resonate with your style, they will contact you.

Build relationships with others in your field.  Discuss openly your specialty areas and make agreements to refer to each other.  To do this effectively, you need to be able to talk about how you can help people.

Get help – from people who know what they are doing.  Going it alone is not efficient, so don’t try to figure everything out by yourself.

Leverage technology.  Learning technical skills will pay for itself over and over again.  Keep pushing the edge of technology.  Just keep challenging yourself to keep learning.

Warm regards,

Carol