I travel a lot for work and often meet some enthusiastic and extremely bright practitioners all over the country. An underlying struggle I see all of them face is being unable to market their practice to reach a broader set of patients. As a marketing expert, this is something that breaks my heart to see - a 100% competent medical professional worrying about who their next client is going to be.
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I was speaking to the children of a neighbor recently, and I asked them if they had ever been to a circus. I mentioned the animals, the clowns, popcorn, peanuts, soft drinks, and taffy apples. That’s when the fun began. Their father and I were astounded when the lid came off the jar.
The discussions that ensued, sometimes multiple and concurrently as to the need to go, the desire to go, how old does one have to be, why should they want to go, can we go now was deafening. There were questions about how it could possibly be fun with all the noise, smells, and scary faces of the clowns got tossed around too.
This is a question you better know the answer to if you ever want to close those leads and convert them into paying customers, clients, or patients. If your leads are alive, dead, or on life support is as critical as it gets when attempting to grow a business.
As the corporate world is slowly dismantling itself through continual layoffs, downsizing, even insolvency, those who still have years of productivity in them are heading for self-employment in the field of coaching. You want to be a Coach, Do You? What was once a closely guarded group of industry experts and psychologists is not so private and specialized group.
Today’s consumer is ravenous about research. Regardless what they are in the mood to buy, they’ll spend some length of time checking the product or service online, and asking their friends and family what is preferable, item A or Item B. What they wish to purchase is being evaluated more so than in the history of commerce. The internet has created the opportunity to put before consumers no end of content for purposes of engagement, information, education, and directly asking for the purchase. Does yours have a chance at being found?
Our client base is made up of several niches, but predominately physicians, dentists, and attorneys. Further breaking down the spread, dentists is what we seem to attract more than the others.
The initial part of the One System as we offer it is qualifying the client. As I mentioned, data tells the story, and if it is a start-up or new business with no list or not enough transactions, they haven’t even figured out who their ideal customer or patient is. There is nothing that tells me what their average transaction over enough time. The sample data is too small.
A lot of people today are considered the Masters of Modern Marketing. Like Seth Godin, Gary Venerchuk, Neil Patel for example. Granted, they are pretty sharp on their game. However, when it comes to direct response, today’s Master is Dan Kennedy as far as I am concerned.
Every small business owner, every doctor, dentist, attorney in the world is trying to figure out the number one conversion hack. It’s deemed elusive, almost invisible. That’s B.S.
Attorneys are probably good at legal stuff. However, it’s called law school for a reason. They don’t teach lawyers how to market themselves, only how to understand and interpret the law. That’s the absolute best reason available as to why attorneys should outsource their marketing. They just don’t have it within them to do it on their own.