The content within your marketing message allows you to stand out in a crowded marketplace; business domination requires solid communication, your success depends on the value you provide!
Not enough medical practice owners treat their practice as an actual business. Too often they [medical practice owners] don’t think about where their patients come from. Generally speaking, most cities have a finite number of citizens living within them. Those numbers vary a bit when you consider travel between cities (but that too is limited when adding drive-time). However, to thrive and enjoy business domination, you must entice other doctor’s patients to come to you instead!
We often receive calls from clients who ask us how they too can stand out from the crowd. This is the first in a three-part series of our on-going business development strategy. Actually, it is more of a mantra (Business Domination and Strategically Confiscate Your Competitor’s Best Patients). We also teach these strategies through our report, entitled “PR Secrets Used by The Top 1% Chiropractors in America.”
An essential element that these top doctors excel in is the message that they convey to their patients; also known as the content within their message.
We have found that the desire to stand out from your competition is a universal trait regardless of profession. For example, as a Chiropractor, what evidence do you provide that you are “the best solution in town?”
If your advertising message doesn’t separate you from every other Chiropractor, you are just one more ad in a crowd! Merely pointing to a sign in the parking lot or a generic “I fix back” in your ad won’t be enough to dominate your marketplace?
According to Robert Rose, Chief Strategy Officer for Content Marketing Institute, says that,
“As content becomes an increasingly important element in business, it moves beyond being a support activity like human resources or accounting. It becomes a core activity, and joins the ranks of cost, technology, service, logistics and design as a potential source of differentiation and competitive advantage.“*
You must pay very close attention to this extremely specific, yet subtle, detail for business domination; it lays with the content within your message! Think about it, what are you saying that compels clients to select you over every other provider of your service in your area — it’s a choice you know!
Essentially, desire to dominate your marketplace seems to be universal; however, actually taking that step requires a deliberate action!
If you don’t wish to lead your marketplace; then this series of articles really isn’t for you! However, if you truly yearn to capture the lion’s share of business in your area, then you absolutely have to separate yourself from every other chiropractor in your town, county, or region.
At the risk of sounding cheesy, while driving the point home, Superman doesn’t assume his super-powers only when he puts Clark Kent to bed.
Once of the surest, most time-tested, ways to get immediate attention is to tweak your current public relations and marketing campaigns. But what do you say and/or do to create that push? Maybe, at this point, it is time to consult someone who can provide clarity on this subject.
Listed in this special series, are a few ideas that, even if you are already working with a PR agency or marketing company, you can implement immediately in order to separate and differentiate yourself from every other business professional in your area.
Again, the goal, through your company’s message, is to make you/the firm into the leading expert in your geographical area!
Large companies (like Coca~Cola, Toyota, or Apple Computers) aspire and carefully craft their actions towards total market domination. Small businesses with a leading expert strategy flourish by establishing themselves within a carefully selected segment of a market; they target a market niche that they can realistically hope to dominate; often times that means displaying their unique business approach in order to create separation between all the other similar businesses in the area.
Market niches can be defined by region, by special client needs or by demographics, such as a particular ethnic or age group; sometimes just a product that’s a variation on an established one can generate a market niche. (Interestingly, the word “niche” comes from the French meaning “nest.”) As a small business you want to build your nest somewhere away from the hawks of big business.
How to Position Your Business as the Only Solution – In a crowded marketplace, it may not be enough just to carve out a niche. You’ve narrowed your focus, but you still have competitors. This is the time to distinguish yourself as a per-eminent source of solutions by refining your expertise and conveying it to your target audience. You need to know more about something, or be better at something, than anyone else, and you have to let people in your area (geographical) know you are that person!
When you can honestly convey such a message, potential clients see you as the obvious answer to their problems and challenges, and the logical choice when they’re looking for a supplier or provider.
To conclude, if you closed your eyes to, and don’t acknowledge the fact that after you leave the presence of your client, you cannot stop your competitors from knocking on their door, calling them on the phone, or sending them an email or an Instagram message, you may be setting yourself up to be the next business owner who has their clientele stolen away by truly compelling messages from hungrier competitors; if this happens too often, then your next “best” move is to close your doors!
From the desk of Steve Cox, Co-founder of StevenVonLoren Marketing Strategists; Direct: 916.750.6319; My personal eMail: firstname.lastname@example.org, Amazon Author Profile, Facebook, Google+, LinkedIn, Twitter