Why you need to turn your indicators on

I’m a bike rider, I cycle pretty much everywhere. It’s my no-brainer way of getting some excerise into my day. But every time I hit the road I encounter something that frustrates me (and that’s the polite way of saying it).

I encounter cars. More specifically I encounter cars and drivers who think I’m clairvoyant, psychic or maybe both. For some reason, car drivers in London think it’s perfectly OK to turn left or right without indicating. At best, it’s annoying, at worst it’s literally fatal. I’m not psychic nor and I clairvoyant. I don’t know that you’re turning into that road and if you don’t show me, I can’t get out of the way. So you’ll forgive my fist shaking and unlady-like language because in a collision between bike and car, car will always win.

Now what’s this got to do with marketing you might be wondering. Indicators are as important in your marketing as they are when you’re driving. All your marketing materials and all your marketing efforts need to be geared towards showing your client why they should hire you rather than someone else. Don’t make them guess, they aren’t clairvoyant or psychic either.

When your potential client clicks onto your website or picks up your brochure, they are wondering “can this therapist help with my depression/stress/relationship/anxiety attacks” or whatever problem it is that they’re struggling with right now. Your job in your marketing is to make it simple and straight forward – if your problem is X the solution is Y and I specialise in Y.

So turn your indicators on in your marketing, don’t let potential clients click away or call someone else because you left them wondering whether or not you can help them with their unique issue. And please from this cyclist to all car drivers – indicate on the roads too!

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