The #1 Marketing Rule You Need to Break NOW
Some rules are like unforked fried chicken.
In Gainesville Georgia, it’s illegal to eat fried chicken…
…with a fork. Yep. A confused tourist got arrested for that in 2009.
Here’s the point.
Some rules are made to be broken, or at least ignored.
Today we’ll focus on the unwritten rule that’ll slowly crush your new patient flow unless you break it first.
The unwritten rule that says it’s okay to keep marketing the way you have been marketing.
It’s not. Networking and word of mouth only goes so far before you outgrow your circle of influence. There’s a horde of hungry competitors who are already biting off massive chunks of market share, in just about every industry.
We’ll get to that in full detail later.
Why Should I?
That’s what I’d be asking if I were you. It’s always a good question to ask.
This is why. You need to differentiate your practice from the growing pressure of competitors who know how to game the system. Look at what happened to taxi companies. They got Ubered. Yep. It was such a unique and brutal annihilation that people started using Uber as a verb.
It’s a verb describing a violent, blitzkrieg takeover of an entire industry of obsolete businesses.
They didn’t start obsolete. They became obsolete when their market changed, and they didn’t change to meet it’s new needs.
Blockbuster is another great example. A lot of people thought it was RedBox that would revolutionize the industry and knock BlockBuster out of the game, but no. Like Goths in Rome, it was Netflix that delivered the killing blow.
RedBox is hardly a second thought to Netflix now.
It’s a volatile world out there. You have to stay on your toes.
The same thing is happening, virtually across the board.
If you’re going to compete with the rising Ubers of your industry, you’ll want to focus on beating them at something other than price.
You’ll need a granite Unique Selling Proposition, and more relevant to this article, your own source of new patients.
Here’s what struggling practices need to do.
They need to stop worrying about how expensive marketing can be, and start meeting the ever-changing needs of the market.
They have plenty of cash to invest, and talk really isn’t cheap in this case.
Let’s talk about opportunity costs.
The world has enough hot air blowing around in it – what it needs is more action. That’s what’ll melt away the opportunity cost of sitting around being disappointed in the shift in the market instead of understanding and conquering it.
This is the bottom line in this life-sized chessboard called business:
The market (like the rest of life) is dynamic; in a perpetual state of shifting change.
Winners harness the power of change, and quickly respond to it.
Losers? They talk. Fail to adapt and overcome. And while the world continues to shape around them, they let pride and fear dictate their moves (or failure to move), and the pawn of their pride gets trumped by the queen of change, which leads to defeat.
Moral of the story?
Less talk, more walk.
If you haven’t built self-sufficient systems, believe me:
Now’s the time. Make the shift.
Now here’s a tasty little morsel of how.
Bonus: Facebook Marketing Tips
This is the first place to start. Facebook marketing won’t do itself. You need to spend time and money on it. Plenty of it.
Why am I focusing on Facebook instead of social media as a whole?
Because in my experience, Facebook drives the most new patients. In fact, the most lucrative marketing campaigns I’ve implemented have been on Facebook.
To successfully market your practice with Facebook, follow these steps.
Step #1: Get in your target market’s shoes. Walk around. Go for a run. Do a little dance. You need to know what they want; what content they’ll enjoy, like and share.
Step #2: Differentiate. You’ve heard about Seth Godin’s purple cow, right? The point he made is, nobody pulls off the road to look at a black and white cow. They’re boring. But a purple cow? Crowds would flock to a purple cow. Do your best to be the purple cow, but this is key: do it without sacrificing your fruits, which we’ll dig into below.
Step #3: Swipe what works. Don’t reinvent the wheel for everything you do. Being different is vital, but not when you sacrifice the low-hanging fruit. That is, swiping what already works. Find practices who successfully market on Facebook. Watch them. Keep your eye out for ads from them. And then… BAM! Swipe it. Mimic their best stuff. Easy peasy. Just make sure it aligns with your brand, and if you can improve on their ads by purple-cowing it, even better.
Step #4: Blend in with the natives. People aren’t on Facebook to find ads. They’re there to socialize, in a digital sort of way; to have fun. Your ad shouldn’t feel like an ad. Think funny pics in the office, fun holiday themes, dance contests, things like that.
How to Out-Uber Your Competitors With This Jedi Mind Trick From Harvard
I’ll leave you with the most important thing you can do, starting right now.
It’s a subtle but POWERFUL psychological adjustment.
Adjust for market turbulence by transforming your mindset.
Let’s focus on how.
In a fairly shocking survey, Harvard graduates were asked this question: “Have you set clear, written goals for your future and made plans to accomplish them?”
This is what they learned:
► 84% – no goals.
► 13% – clear goals for their future, but only in their minds.
► 3% – clear goals and gameplans, all written down.
A decade later, they interviewed the graduates of that class.
These were the results:
► 13% Goal-Setters – doubled the income of the 84% who had no goals at all.
► The 3% who wrote their goals out were pulling in 10x as much as the other 97% put together.
That’s how you change your belief system.
Which drives your actions.
Which determines success or failure.
Set clear, actionable goals. In this case, about how you’ll stomp on your Uber-like competitors, with your innovative adaptation to the ever-changing market.
Write them out.
Read them every day. It works.
It starts in your head and ends in your wallet.
Change your belief system and marketing system, keep pace with the market, and outpace your competitors.
Your practice depends on it.