Marketing Tactics That Work
What do you do for a living? What is your profession? Most people will answer with the name of their job title; “I am a Chiropractor, I am an Accountant, I am a Painter.” Wrong! Wrong! Wrong!. You are a MARKETER first. You can’t BE a chiropractor unless you have a patient to care for. They have to be in your office for you to do that, get it? So stop trying to become a better doctor, that’s easy. Become a better marketing professional. That takes time, commitment and LOTS of failures. Here is a list of some of the marketing essentials you need to know and implement for lifeling practice and business success. So do it already…
Create Your Marketing Plan:
You cannot reach a destination you’ve never been to before without a map. Your marketing plan is your map. It is a PROVEN principle that those who take the time to think, strategize, set goals and plan – in writing – are immensely more successful than those who do not. If you fail to plan, you plan to fail.
Goal Achievement:
Use a DO-DOING-DONE storyboard divided into three vertical sections. New marketing projects go in the DO section with approximate completion date. When you begin the project, move it to the DOING section and attach a hard deadline. When it’s completed, move to the DONE section and leave it up for 1-3 months to reinforce the positive feeling. This gives you visual accountability of your projects.
Unique Selling Proposition (USP):
Your USP answers the question, “why should I do business with you versus any or all of your competitors, or doing nothing at all?” A classic USP for you to consider is Domino’s “Fresh, hot pizza in 30 minutes of less, guaranteed.” Your USP is the central theme of all your marketing.
Sampling:
Have you heard of the puppy dog close? That’s when you give the prospect the puppy to take home for a week and fall in love with it. After the week you go and collect payment. Nine times out of ten, the prospect will not be willing to part with the puppy. Providing a sample of a free chiropractic session or my favorite (laser therapy tx) is a variation of the puppy dog close. As long as you deliver value, it will work 90% of the time.
Back End:
As your business and marketing mature, you will find that your biggest windfall profits will come from your back end: the additional products and services you sell to your existing clients. You MUST have a back end if you want to grow a thriving business and stop being at the mercy of your clients. In most cases, your chiropractic services will be your primary back-end, but they should not be your only back-end. Your goal is to continually locate or create additional products and services you can sell to your existing clients. Your market’s ability to consume far exceeds your ab ility to create, so look for Joint Venture products/services you can offer (e.g. nutritional consulting, massage therapy, rehab supplies/equipment, information products, etc.).
Think outside the box. Have fun and enjoy.
Dr. Perry Nickelston, DC
1-866-595-7749 Ext. #102
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