Marketing in-home care services can be an expensive adventure unless you know some of the secrets that make marketing a small business successful. Having consulted with in-home care services and elder care service providers for many years, I show providers that there are some key strategies keep in mind while formulating their marketing plans.

We hear a lot of talk about "branding". Although branding is important, the first step is to develop what I call your USP- unique selling proposition. What is it that sets you apart from all of the other in-home care providers in your area? What makes you unique? Can you say it in 2 sentences? Example: We provide 1 free bath visit for every 10 hours of service provided. Or, we discount our hourly rate on a sliding scale basis. Or, we provide concierge services at no additional charge.

Once your unique selling proposition is established, the next step is to concentrate on making the phone ring in your offices. Your primary job as a business owner, and specifically a senior service provider is to turn prospects into leads and leads into clients. Using the same style of ad that the corporate franchise office uses for branding purposes can be costly and too expensive for the small busines owner. Some franchises are even encouraging using Google AdWords without teaching their franchise owners the proper technique, and how to avoid spending thousands of dollars for clicks that do not turn into clients.

Using a more cost effective approach to marketing senior services includes changing the way your print materials (specifically newspaper and yellow pages ads) attract a reader's attention. Using attention grabbing headlines and free offers are a must. The text in your ads and other print materials needs to engaging as well. Stay away from the frequently used platitudes that so many senior services use over and over again.

For more information tips and techniques, sign up for the free Amazing Senior Service Business Booster Ezine at

Author's Bio: 

As seen on NBC’s Today Show and CNNFN’s “Your Money” with Ali Velshi, speaker and author, Valerie VanBooven RN, BSN, PGCM is one of the nation’s leading long-term care experts and consultant for consumers and professionals.

Professionals and business owners who serve the senior market want to know the secrets to obtaining more private pay clients for longer periods of time. This includes in-home care providers, adult day care, assisted living, long-term care facilities, elder law attorneys, and financial advisors.

They want to know how to fill prospect funnels with consumers who need their help, and they want to accomplish this in the most efficient and cost effective manner possible.

Senior service providers also want to know how to reach adult children of aging parents with their message. Valerie offers consultation and coaching for any business owner, marketing director, or franchise who wants to learn those secrets.

Sign up for Valerie’s FREE ‘Amazing Senior Service Business Booster Ezine’ by visiting

To learn how to market elder care services using a step-by-step NO B.S. approach visit

Planning ahead for long-term care needs is more important than ever. However, many families find themselves in the midst of crisis with an aging family member, and need immediate assistance and answers to all of their questions.

Valerie addresses both of those issues through her speaking engagements and through her books Aging Answers: Secrets to Successful Long-Term Care Planning Caregiving and Crisis Management, Copyright 2003 , and The Senior Solution: A Family Guide to Keeping Seniors Home For Life! Copyright 2007.