If you’re looking to perk up your new business, this may be what you need after all the initial enthusiasm has waned. Now is probably a good time as any to get down to the fundamentals of how to attract clients to your practice.

The key word is ‘attract’ – your clients need to come to you effortlessly, drawn by some irresistible force. We’re not talking magnetism here, but what most of us know very well – the magic in the word “FREE”. This is one word that could stop you chasing clients and reverse the whole process of practice marketing.

Offer FREE gifts

While choosing promotional items, find something that people use regularly – pens, key rings, calendars, t-shirts, the list is endless. Choose the gifts with creativity and thoughtfulness. Give it free without any strings attached – people just love to receive free gifts. They will remember the kindness of your gift, and if they think you’re kinder than your competitor, it could be a huge point in your favor.

A free offer may also be combined with some normal sales. Maybe you could club a free gift to your regular customers who consult more frequently than others. If you can, arrange to have the free gifts branded with your product or service name. This improves your recall value and could translate into more business for you.

Offer FREE consultations

You could conduct some social event with a few games thrown in for good measure. The winners get to attend a consultation with you for FREE. Or just rent a theater for your target crowd to watch a movie FREE of cost, with drinks and popcorn thrown in. At the end, pass out special packages offering a FREE consultation with you.

Offer your services to a local library, women’s group, weight loss group or charity service organization – you could present a talk about the intriguing aspects of your business. If you’re one of those lucky people with multiple interests, talk about what interests them first. At the end, give out some details of your business and how you’d be glad to help them anytime they need expert advice.

FREE gift versus consultation

One of the basic guidelines in practice marketing is that if you have a choice, always choose to offer things that are of low cost to you, but of high perceived worth to the receiver. Things like a free report or e-book or tips are not very taxing on you but could be of great value to the prospect.

Take care when you make offers of free one-on-one consultations – they could rob you of time that could be more constructively spent on other projects. The inherent danger of a free consultation is that you will invariably catch the attention of some people who will never ever buy anything from you.

Although FREE offers are a great tool for practice marketing, you may occasionally find people who snub your offer. Don’t take it personally; many people worry about being taken for a ride when they accept a free gift. Ignore these instances and focus on the people who took your gift – make the gift pave the way to a sales conversation.