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

Educate Your Customers

Educate them about what, you may be thinking. Well, consider this, many businesses focus solely on attracting new customers, but you NEED to spend a good chunk of your time retaining current and former customers. These are people you already know to be a good sales potential…they’ve already bought from you!

Take the time to market and sell new products to your old customers and less time trying to sell old products to new customers and you will see a drastic change in your sales, customer quality and branding position.

Here are a couple of key elements to use to retain your current customers:

  1. Stay in contact: This means by phone, email, e-newsletter, in person-by pigeon if you have too!
  2. Post-Purchase Assurance: This means you need to follow up with customers. Your customers need to feel like they are being supported for their purchase and with the item they purchased. How many times have you purchased a product, then felt completely abandoned? Something as simple as a Thank You note with your contact or customer service information can go along way in retaining a great customer.
  3. Deals & Guarantees: Always offer your current customers the best deals and guarantees you have. Show them you appreciate their business or even come up with a club specifically to reward loyal customers. You can also do this with a preferred pricing option.
  4. Integrity: Using good business practices and simply upholding integrity, dignity and honesty go along way with customers. Let’s face it, there’s a lot of swindling and crap out there and the safer and more confident you make your customers feel, the more they will trust you and that makes for an amazingly supportive and loyal customer.

Read moreEducate Your Customers