Ultimately business success depends on human intentionality which is the most powerful evolutionary force on this planet. — George Leonard
Business success doesn’t occur by accident! Henry Ford, Bill Gates, Michael Dell didn’t succeed on a whim. They consciously and intentionally pursued, explored, and diligently worked hard to attain the brass ring. Therefore, so must you!
You took the time and effort to hire a real estate person, find an office space, and secure your loan. Then, you had that office space built out to your specifications. After that, you hired contractors to fill your new clinic with phone lines, computer equipment, and medical equipment. One can only presume that your intention was to be as successful as possible.
You were diligent in your efforts to create a suitable location for your chiropractic practice. You secured a beachhead for your enterprise. Now comes the moment of truth; the time when you must attack your prosperity intentionally!
In this spirit, your task is to raise your hand and to tell the world that you are open and ready for business! Additionally, your effort needs to be to stand out in your area, to become a local expert. In so doing, you can begin to develop your foothold on being considered the “go-to” DC and town.
“A goal without a plan is just a wish.” — Antoine de Saint-Exupéry
To become that local expert, you must approach every promotional effort with these primary objectives in mind: Every advertising piece should have a strong and compelling headline. Your content should allure and appeal to people’s self-interest. You must provide a tantalizing offer. You must clearly define your unique stature in the area (your brand). And, you must provide testimonials for those prospective patients who don’t know you and need reassurance.
This is the point at which many chiropractors ask vital and telling questions: “So, what do I say in my promotional pieces (other than the obvious — I’m a DC)? How do I know who I’m supposed to reach? Because at this stage of my career, I treat everyone!
The questions listed above are extremely legitimate! I find that many doctors, though they excel at medicine, they don’t often have the time handle the marketing. What they do have, is an abundance of knowledge. Use your knowledge as currency, which if done properly, can reach and touch multitudes. Continue reading The Secret to Business Success: Intentionality