Marketing is Attraction PLUS Conversion

Over the past several years I have observed that while most entrepreneurs
publicly express their “need” for more effective systems to attract new clients, they end up creating an almost permanent mindset that is focused on that “need”.

I “need” new clients, is the mindset at the top of the “to do” list, causing their primary attention to be consumed with the hunt for new clients. That in itself is not a bad mindset since we should always be marketing… but having an obsession for one thing (new clients) instead of focusing on the service we promise to those who have already invested in us, plus developing out skills to sign new clients may dilute your focus on your unique service proposition and cause the business to look a little desperate when the conversation is mostly centered on; ”how to get more new clients”.

The most effective strategy in my opinion is to have a system in place that
educates as well as motivates your present tribe as to your ultimate benefit; making the benefits of your product or service as part of the conversation others have when they are discussing challenges they have, that you solve.

This happens as a result of your marketing being directed on promoting you as a provider of a needed benefit, rather than a person who sells a certain service, (without a complete understanding of the true value of that service.) This is the benefit of good marketing which results in your becoming the “go to” provider for your service niche, and no longer just a seller of services.

The process of selling services as a commodity, versus promoting a high value product that has a specific life changing benefit, is in my experience one of the primary causes of holding back growth. Especially if you have a life changing transformational service that is not known and you only attract people for what they “think You do”. Putting your efforts to short term service and totally missing the long-term benefit.

Advertising and marketing are very important and misunderstood by most, but the game is simple when you look at it for what it really is.

  • Attracting new clients,
  • then converting suspects, to prospects the to clients.
  • By transforming their thinking to that of understanding your greatest benefit from investing in your service.

Marketing IS attraction PLUS conversion
Yet most marketing involves promoting a pain point you help, and then how to get quick and low-cost results. That is a commodity, i.e. pain relief, (pain can be anything not working in their life that they would like to have cleared up. In the doctorpreneur world it is usually more easily identified,I hurt get me out of pain.

In the financial world, the question or pain point may be, “I don’t have enough money to retire on”; “how do I make more money”. The questions are valid, yet the solutions require way more strategy and planning than just buying or selling another service.

The knee jerk reaction for many providers is to give quick general answers on how to fix pain points when the real solution is to promote your own opportunities to demonstrate complete solutions to general or chronic problems. (Presenting at business meetings, special events in your niche, and ultimately a 1-1 private strategy session, where the provider can demonstrate how a certain process could quickly and permanently correct the challenge.

So it becomes very clear if you have a high ticket service product and you are competing with others in your field who are promoting a commodity approach in lieu of a high value service you could find yourself having to defend why you don’t fix all the problems those others say they can in their “me too” advertising, which again can make it harder to attract new people to your business, absent a specific and thorough marketing strategy.

In my experience I learned two very important things, which became the catalyst for my ability to develop own and operate 13 chiropractic clinics, which were;

  1. Perception is truth

What people think is true is true for them. So when the public has an
opinion passed around long enough it becomes their true reality. As an
example, one perception I have heard repeatedly regarding Chiropractic
over the years is; Chiropractors “they try to keep you coming back”. And it
is well, true! For those that want to create a total health transformation;
yet it has been misunderstood so long it has become a perceived “negative
branded truth for the public who have not been properly educated as to
how Chiropractors achieve their results and the mechanisms necessary to
produce the amazing benefits their clients are seeking.

2. Reality can be changed with clear and direct communication. Once you
understand how someone thinks and feels about a subject, you can redirect
their thought from that of negative thoughts to more positive thoughts.

In marketing the strategy is to know who your Ideal clients are. What their
core values are, their income levels, what periodicals do they read, what
their entertainment choices are, and what are three of their most common
challenges that have and don’t want… that you can resolve.

Now knowing their values and beliefs and needs, you can speak directly to
them in your marketing message because you know them; this can carry
forward in your blogs, live presentations, face book posts and marketing
messages, as to why your service is necessary for them.

3. One more item that I could give as a bonus to improve your marketing
strategies is based upon the lifetime value of a client, and a specific and
effective system for converting the new client opportunity into a valuable
client. I have had many clients complain of the costs of advertising and say
they can’t afford this luxury. Yet advertising and marketing efforts are a
necessity rather than a luxury and if proper strategies are being utilized, it
is an investment rather than an expense.

4. The first mistake most Doctorpreneurs copy and use messages and
promises that others use, because they “think”, they are being successful
with them. Have they checked their conversion rates, their client retention
and the average income derived from every new patient attracted by
commodity style advertising? I call this me-too advertising! “Hey look at my ads, I am promoting just like you, (even though I don’t really believe in the message for myself… if it works I‘ll use it, must be good your using it, right?) That knee jerk advertising strategy of copying others “bad and old school advertising” is a great shortcut too; “business death”, by advertising.
How you develop your personal message to market, is actually as important as the actual marketing itself. You will know how good you are doing by answering this question… Have you ever thought of yourself as the best kept secret in (your service niche)? Meaning you know how great you are, yet no one else seems too.

So, attraction is a given, yes? The next focus is on conversion, and then the
retention and engagement of the clients that do begin your program.
Conversion is the process of enrolling a suspect; (a person who is only suspicious of what you may be able to do for them), into a service that is focused on correcting a problem the client is seeking relief from, rather than performing a temporary fix, the suspect feels, is all that is required.

For some reason the client wants to give input as to what they need to solve their problem, based upon what they “feel” is their best solution, and attempts to negotiate how much care they feel is needed in their case, (are they trained in your specialty?) After all they came to you for help, right?

You must understand it is common to have a client or patient try and direct the care, which has been proven to me to be mostly focused on their wanting to reduce the time and costs achieve a benefit. Though you know what is best and only recommend a program that will transform their problem, and not be just a band – aid.

People come to you with a problem they have and do not want. Yet for some reason when they are faced with a solution for the problem they did not expect, they question if it is necessary based 100% on their feelings, which is driven by their level of trust in you.

If they feel you may be a bit sketchy and are just trying to sell, then something they may unconsciously test your conviction as to what they need by trying to negotiate the amount of care you recommended. Or lay it off on they will do it if insurance pays.

Those common objections happen not because they can’t afford the care, or
because they don’t want the result you promise, it happens because they don’t trust you will deliver as promised. Therefore, I want you to work hard on creating your authority… So people will begin to know, like and trust you, which leads to them saying “yes” to you more often than no.

Therefore, I emphasize you put a lot of energy towards developing your message to market and your promise for amazing results, to build your trust and authority. So when a client is facing your premium care recommendation, even if they think it is not necessary at first, or don’t believe it will work in their case, and begin to question why they should invest time and money into a solution they don’t know will work for them… they will respond based on the level of trust and respect they have for you

So, when you have objections to a client accepting your recommendations, in most cases their thinking has returned form wanting a transformational solution to rationalizing why they only need their immediate problem addressed. You will know this because the conversation will return from talking about why they have to stop living their hellish life; to saving costs or time, and just getting this immediate pain under control… which is not the approach to achieving a real transformation.

Now the real payoff in your marketing is when you learn to identify the ideal person you would like to attract. Have your marketing speak to them and their monumental problems they don’t want, and you can help.

Now besides only writing copy for an ad, you also build your authority for your expertise through social media and public talks, which position you as the right person to help the client you want to help.

Now you begin to attract people you know you can help with their challenges, and they trust they are going to the right place to achieve the benefit they want.

And the marketing is now finalized in your consultive interview which has them realize the hell they are living in is real, and will not simply improve with time, but will even worsen without directed attention… and the solution here is to make the necessary corrections which will put them on a journey to the promised land…Which is their amazing benefit from working with you.

This is why it is best to stop emphasizing the treatment of immediate pain. Most real problems that cause a person to seek out a new solution, are chronic in nature and have been developing over many years, and the mainstream approach of seeking a quick solution simply will not result in the benefits they really want.

So it is up to the service provider (You) to help the “suspect” identify their present situation; (their state of pain, whether it be physical, emotional, or circumstantial) and help them recognize the situation as real and then identify the result they are seeking and how it may be more involved than just taking a pill, or having one quick fix treatment.

I find that people seeking solutions for any of the possible pain points, have
already tried mainstream commodity pain relief solutions and are not getting what they really want. This is why they have come to a professional who specializes in solving their problem, who don’t follow the mainstream commodity approach with quick fixes and instead focus on the cause and correction of the problem rather than to treat the pain. And when commodity is practiced, is what causes you the provider your “business pain”.

Marketing is a process, that when put in place by building authority, and
promoting a clear message of the benefits you provide, combined by a specific marketing campaign which includes an irresistible offer to have a discovery session… that will finally solve the new client and retention dilemma.

What is your greatest problem with your marketing and conversion process? I would be happy to have a discussion with you and try to help you turn that around. If you would like to get that problem solved now for free, let’s talk.

Click the link below and schedule a convenient time to discuss this… Looking forward to helping you.
To your success!
Dr. Bruce Parker

Should I Hire A Business Coach?

I just got off a call with a chiropractor who wants to make some changes in his practice. One big change would be to begin offering high-ticket, premium care program for cash… A good goal and one I personally recommend. But if this was a simple exercise in buying a script or procedure of what to say or do… Then everyone would be doing it, Right?

Though this process is not simple, it becomes easy when you have the right guidance and a clear process to follow.  

His first comment was, “why should I pay good money just for advice on how to do this” …. And my first thought was… “You don’t”! I did it myself at first.

Though I spent years to perfect this process through trial and error, learning what kills the conversion process and what completes the process. Especially for those that are convinced that an insurance company is responsible for their health… Why wouldn’t my time and creative efforts have any value?

PLUS…  when you can learn a step by step process… that works time after time, you haven’t just memorized a script… you have developed a “skill” that when implemented into your business can easily 5X your income! What is the value in that?

I feel coaching, being a doctor or rendering any professional service is a misunderstood mindset. Information, guidance or rendering a professional skill that is transformative in nature, will transform a life. The misunderstood mindset is that a service provider is NOT a provider of a commodity service. Yet most practitioners may see their work as a commodity.

As an example, going to see a chiropractor. The conversation will boil down to the care being seen as a commodity… How much and how many times do I have to come to treat this new pain I have…

That is classic commodity thinking, which is to go get something to solve an immediate need. i.e. take a pill, have a therapy, take or do something which is based on attending to a certain immediate need, and valuing the service based on the time it takes to deliver, and how good it works! AKA, trading time for dollars.

Looking at food as a commodity, one can be hungry and the immediate need is to solve their hunger quickly, i.e. fast food! The quality of that food or its value long term, may not be part of the decision, just get the needs met! Even though fast food has been proven to negatively affect people’s health, right? But it is cheap and quick… a commodity; immediate needs met service.

Paying someone for advice or as in the case of a doctor… their service is the mechanism for a person to attain a needed benefit. If it is a quick pain relief service, it may solve an immediate need… If the doctor takes the time and effort to discover a root cause then addressing the cause of the problem can result in a transformation of one’s health… Not temporary band-aid care but a real transformation in ones life. 

Look at diabetes, there is the commodity approach, take pills and injections, continue to live the life that helped create the diabetes, maybe prevent a leg amputation but still die of complications of diabetes… the commodity approach.

Or how about getting to the cause and addressing what caused their type II diabetes and make recommendations for a lifestyle change, nutritional supplements, eliminate nerve interference and recommend foods that over time will reverse their diabetes and rebuild their bodies health, and keep them accountable for their responsibilities… That is transformation and carries a much higher value of benefit than just getting more drugs, Right? And since that comprehensive service carries a much higher value, it will also command a much higher price!    

Studies have shown that to the extent someone invests in a service will dictate the benefit they will receive.

As an example, people who pay cash for a service, will have what I call, “skin in the game” and that personal exchange of money for a service is actually an investment in their achieving a desired benefit; This is not just an idea, it is a fact that has been proven to me over my past 50 years in chiropractic, as a patient, a practitioner and as a chiropractic business coach.  

Cash paying patients get the best results, are less problematic to manage, and are the highest referring category of patients in any practice I have ever managed…  Because they like, trust and have invested in you!    

Compare the compliance and engagement you get from most any third party pay patients? Missing appointments, not doing their personal work at home i.e. exercises or other things you ask of them, not coming to in office presentations; just not being engaged, is what I found, and they will quit care as soon as insurance is exhausted. For me third party patients really do take the fun out of practice. Because they see you as a commodity service, not as their guide to a better life!

My culture in practice evolved over the years to become only transformational care, rather than temporary pain care. I found the higher priced programs I called premium care programs, were attractive to many of those seeking my care, yet still most were a bit surprised about how much deeper my approach was.

Some people even commented; “finally, someone is going to get the bottom of this” …  What I experienced was my patient compliance and engagement they had for their care was so good, most all the patients achieved a very high percentage of the benefits they came to resolve. I was finally delivering my promise of how chiropractic saves lives!  

Additionally, or maybe strangely, patient satisfaction was so high that one of my patients who was a nurse, came to me one day and apologized for not getting better, like the majority of the others she had talked with in the reception room.

She told me that she knew she was in the right place because so many of the patients she had spoken with had similar problems, some even greater than hers, and she heard so many patients praising their care. To the point she felt she was doing something wrong and letting me down… her query to me was;

“Dr Parker I am so sorry I am not doing as well the others who are under your care… All I ask is that you don’t give up on me, and you will continue to work with me so I too can hopefully have the amazing results your other patients are having.

This woman had skin in the game and had invested in the care because she trusted me… she never once complained abut the fees I charged or blamed me for her not having the same results as the others. Only apologized for not getting better as the others were, saying she must be doing something wrong, maybe it was her strenuous work in the hospital? Now, how’s that for a twist on patient satisfaction? 

Eventually I refused to wait for insurance reimbursement and only offered premium transformational care, the patient would agree to personally pay in cash to receive.

I also specialized in primarily helping those suffering with disk problems, sciatica, failed back surgery… and that’s when practice became the most gratifying and the most fun.

All my patients were engaged in their care and doing their part to achieve the amazing outcomes I became known for. The patients invested in the program, we had no insurance adjuster trying to stop their care, and I was being paid my worth and became the “go to guy” known for getting peoples life back! 

So, having developed a proven premium care culture, with the finances and patient outcomes to back it up… What is the value someone could attain if they simply circumvented my learning curves; and the thousands of dollars I spent and lost, over the years while creating the process, actually worth?

I mean a chiropractor has usually spent over 150, 000 for the education they received to be able to take and pass state board exams, plus the next 100K in setting up their practice… what is the value of learning how to put it all together, faster and do it right the first time in a business that  will provide income for their family for the rest of their life?

Coaching should be transformational, and never be looked at as an expense; but instead, as an investment with a measurable ROI! That is why I have had clients for over 14 years… Because my fees have proven to continually increase the bottom line as this business has grown. Coaching doesn’t cost it pays!

So, obviously I believe in coaching…I myself have coaches and are involved in masterminds. I feel it is smart, saves time, and is an integral part of many super successful entrepreneurs and doctorpreneurs business plan. Especially since most  doctors had never developed, owned, marketed, managed a team, managed finances, or managed real life patients while providing patient care… Having a business coach is just a smart thing to do, IMHO.

Mind you, I never try to sell anyone into a management program, I simply asked, “Wouldn’t it make sense to invest in someone who knows how to do this skill and has it all laid out and has already compressed the time for you… instead of your seeking bits & pieces of info on your own and trying to slap it all together”?

So, if making an investment to learn a skill that can take you to a million-dollar income in record time, seems to be out of the question for you; you’ll most likely be challenged to develop a creative means on your own, that will give you that level of success.

Be mindful that you’ll attract what you yourself believe at your inner core and your behaviors. You will manifest your most dominate thots, negative and positive.

i.e. if you aren’t willing to invest in yourself to have greater success, it will be close to impossible to ask another to invest in you to help them have greater health!

If you don’t see the benefit of paying for transformational advice, and do the work that is asked from you… It will be very hard to ask another to invest in your advice and follow you?

This is where you find yourself believing in your client’s excuses as to why they can’t pay you, because you use the same excuse yourself. So, you may skirt the subject by relying on insurance to be the payor rather than ask the one you are doing the work for. Which will inhibit the value of exchange.

One of my mentors told me over 40 years ago to take the income I was making and invest over half of that in learning how to scale.  So, at the time I was young and wanted to drive exotic cars and at the time it killed me to invest in knowledge rather than buying a Porsche.

As it worked out that knowledge and coaching financed a whole life time of my car “obsession”, plus my racing obsession… An action that I thought at the time to be a sacrifice, resulted as being an investment in my ability live my life in the promised land!

If you are not challenged by the idea of routinely recommending premium care programs from 3K – 8K cash, and you are only struggling on how to do it, then how many 3-8 k programs would it take for you to make sense out of investing 5K in a program that will help you stop the struggle and learn to routinely do it? …  1 or 2?

If you don’t see MORE upside to investing in a mentor and realizing the results, they can lead you to, and therefore being creative in creating the investment required…

…then chances are you’ll have a hard time holding space with your potential patients that give you that same story you use to not invest in yourself.

The ONLY short cut to having the results you want… is employing a mentor who has had the very same results you want and can help you predictably get them.     

That’s it. Sometimes there may be a little luck involved, but I don’t recommend depending on luck when it comes to designing your life!

Otherwise, everyone who is having great success and got there because of the long and arduous journey of figuring it all out will be seen as just having good luck and did not earn their success! 

Do you feel lucky today?   
                                          Clint Eastwood

So, knowing not to rely on luck, why not skip the arduous journey and invest, but know WHY you’re doing it.

I had a client that had been in practice for 15 years and was having a great deal of success. Although he was pretty much chained to the office and when he wanted to get away to do a little camping with the family, that week off, would cost him big time. New patients that came to the office were put directly into insurance only programs, and patients that showed any sign of improving would be released. (there were specific reasons for that I later uncovered). PLUS… he didn’t know how to transition his regular clients to be seen by his associate in his absence… most saying they will see him when he returns. (You can’t scale with that system). 

So, besides the cost of the trip he had at least double those costs in his loss of business. Making his weeks off cost him 10K to 15K a week in lost business plus the cost of the trip.

Plus… for some reason the TEAM would start a small mutiny, as to how unfair, demanding and unreasonable the practice owner was, and he returned to negative drama… He was living in HELL when it came to his practice satisfaction.  But he looked successful on the outside, driving that new Lexus, to his big house!

In Case you missed it : Stand Out- With The Apple Effect

When this chiropractor hired me, he stated, he didn’t really need to build the practice he was very satisfied with his already high 6 figure income… he just wanted to stop feeling like he was in hell when it came to ownership… Was it too much to ask he be able to take a week here and there, enjoy a little freedom. And come back to the thriving non-dramatic practice he left?  

So, beside recovering the thousands of dollars he was losing; The mentorship actually added 300K to his income that year, PLUS…  he achieved his primary reason for investing in mentorship… He now had the freedom he was so desperately looking for.

So what do you feel that transformation in his business was worth to him? 

Needless to say, he was thrilled and is now FREE! The value = Priceless.

Plus… the act of investing in mentoring will energetically support you to attract more of what you want…

If you want to attract people who are WILLING to invest into a high-ticket transformational program to solve their health problems… instead of just seeking a quick band-aid approach to their problem, then you must BECOME that person you want to attract.

I can confidently say this because I DID begin that long and arduous journey and had some degree of success. But when I was introduced to mentorship is when I became addicted to investing into myself. It seemed the more I invested the better things got, and the less stress I had… A real win-win!

I put myself around other colleagues and mentors who were vibrating at a HIGH level of Energy and were getting stuff DONE. The systems, and the community made all the difference… PLUS I began volunteering for James W Parker’s seminars as Team Teacher teaching, and it seemed the more I gave, my success skyrocketed even faster!

Warning… Just because you DO invest doesn’t guarantee your results… Implementation is how it all comes together, and that is when your coach helps you get it done!

…One thing mentorship does do for you, is support you in being congruent in your own high dollar offer. And to me… congruence is demonstrating integrity. I would love to hear your feedback on different perspectives…

In Purpose,

Dr Bruce

Stop Wasting Your Resources!

Today you’re going to learn how to find a target market of potential customers so you aren’t wasting precious resources on blitz marketing. So, the two questions you have to ask yourself are:

  • What do people really want to buy from me?
  • What related products are they already buying?

Once you figure this out you will know who is more predisposed to purchase your products/services. Then, you find other businesses with the same customer base who you can customer share with. Come up with an incentive and great arrangement to encourage both of your customer bases to shop at both of your stores.

The basic concept is this:

You want to find existing businesses who have the customer profile that you are looking for to market your products/services to.

Then strike up a relationship with those business owners to work out an incentive for customers to purchase from both businesses.

Read moreStop Wasting Your Resources!