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NOTES FROM THE EDITOR

A short story about marketing in NYC

In 2009 I landed a marketing gig for one of the major moving companies in New York City.

My job was to bring awareness to the company by any means necessary. I had a big budget and very little time to do it. So I went on a media buying spree.

I bought NYC transport ads on subways and buses, ads in newspapers, and set up their Twitter and FaceBook accounts all while working with branding and PR companies to nail the company's message.

The company is still one of the biggest names in the industry so investing in marketing clearly paid off. What I learned during that stint was how valuable offline marketing can be.

That's why I wasn't surprised that when I asked what therapists want to learn more about on LinkedIn, you picked offline marketing.

I decided to dedicate the next couple of weeks of this newsletter to this very topic. Today, let's talk about the power of local marketing offline.

I don't know what type of location you practice in. You may be in a big city like NY or a tiny town with just a Main Street. In both cases, you have opportunities to stand out. Here's how you can promote your practice locally:

• Build relationships with local business owners. Relationships take time to develop and don't have an immediate effect but with time the return on this investment compounds. In the end, people like referring to people whom they like.
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• Check out your local publications. Most make money from local advertisers and will cost you far less than Google ads.
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• Feeling audacious? Promote your practice on a billboard. There's a reason why realtors love "out of home" ads. People pass them by, snap a picture, and store the information.
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• Try direct mailers. Printing 100 postcards will cost you less than $30. That can be the PPC cost of a competitive keyword on Google. You can hire someone to distribute them in mailboxes around your office or do it yourself, and you can do it repeatedly.

Local marketing works. It worked for a large moving company and it works for small businesses too. And like with everything else, the more consistent you are, the higher your return on investment will be.

And now, to the news.

NEWS, TRENDS & DATA

2024 Top Wellness Trends

The Global Wellness Summit has released its new trends report. In it, you will find 10 growing trends in wellness.

Many of the trends have to do with an increasing focus on mental health wellness. Specifically, postpartum wellness and male connection. Climate-adaptive wellness and Immersive Art for Wellness also made the list.

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Montana's barrier to Mental Healthcare

This University of Montana ByLine Magazine story follows a high school guidance counselor who died by suicide in 2019. The article takes us through the impact that his death had on students and the community.

Montana is a state with the second-highest suicide rate in the nation. It has a mix of physical, cultural, and geographic factors that contribute to mental health issues, but also tangible barriers to care.

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The reluctance to discuss mental health at work

More than 2,000 people participated in a survey conducted by NAMI to address mental issues at work.

Despite the willingness to discuss mental health overall, only 58% said they would feel comfortable talking about their own mental health with colleagues.

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Influencers are asked to stop

To combat the misinformation about mental health disseminated by social media influencers, Harvard public health researchers provide evidence-based training to discuss mental health issues online.

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That's it for this week. If you'd like me to cover other topics and aspects of marketing, let me know. You can reply to this email or leave your comments here.

Keep growing,

Avivit

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Whenever you're ready, here's how I can help you:

1. Work with me 1-on-1 to grow your therapy business.

2. Promote yourself to my subscribers by sponsoring this newsletter.

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