Shared by: Lawton W. Howell, Sr. ceo@wellnessone.net What is Marketing? Hi, my name is Lawton W. Howell, Sr., and I am the founder, chairman and CEO of WellnessOne Corporation. Whenever I speak at a chiropractic group (yes, we are available to speak at your national, state or regional chiropractic group meetings!), I often ask what they think marketing is and the usual response is, "Marketing is advertising." While there is some truth in the answer, it is only partially correct. Advertising can play a role in marketing, but it is only one very tiny part. According to The American HeritageĆ Dictionary: mar…ket…ing n. 1. The act or process of buying and selling in a market. 2. The commercial functions involved in transferring goods from producer to consumer. But, that doesn't explain it very well either. Marketing textbooks will address issues like market research, selecting a target, selecting products and services to sell, pricing, sales, packaging, customer service, advertising, publicity and on it goes. Here's my definition of Marketing: Marketing is everything that you do that can be SEEN, HEARD or SMELLED by your patients or the people in your marketplace. Which, if you ponder this, just about covers anything and everything that you are currently doing in your business. Give Your Patients What They Want What this all boils down to is this: marketing is helping people discover how your brand of chiropractic will get them what they want. -- They want a brand of chiropractic that will solve their problem(s) -- They want to pay a fair and valued-based fee. -- They want convenience. -- They want consistency and reliability. -- They want fast and great service. -- They want to feel important and appreciated as Patients. -- They want to receive care from a brand of chiropractic they know. -- They want to receive care from a brand of chiropractic they like. -- They want to receive care from a brand of chiropractic they trust. The list of Patient wants is never-ending...and that's good. As long as Patients want things there will be entrepreneurs, like you, ready, willing and able to provide them...for a profit. Marketing is all about fulfilling the wants and needs of Patients at an acceptable profit. The better you get at doing that, the more Patients you will attract and the more you will totally dominate your marketplace with your brand of chiropractic. What Do People Buy and Whom Do They Buy it From? Simply stated: People, including your Patients, buy things they want from people they know, like and trust. * People must WANT what you're offering. People won't seek out your brand of chiropractic if they don't want what you're offering. If they don't want what you're offering, then they're not real Prospex to begin with and you're simply wasting your time, effort and resources on them. * People must KNOW you. People can't get your care if they don't know you exist. They must be aware of your brand of chiropractic and how you can help them solve their problems before they can move on to the next step. * People must LIKE you. People won't accept your program of care unless they like you and your T.E.A.M. and the way you and your T.E.A.M. do business. They like to receive benefits, benefits and more benefits. These benefits are solutions to their problems. They like to fee important. * People must TRUST you. People won't pick you for chiropractic care if they don't trust you. They want to trust that they aren't going to get ripped off in either quality or fees. They want to trust that you will deliver exactly what you promise and that you will stand behind your promises now and in the future. People will buy chiropractic from providers they know, like and trust. Remember, Masterful Marketing for Chiropractic Entrepreneurs is a learning process. Marketing is a continuous, spaced repetition, dialogue between your brand of chiropractic and your Prospex and Patients. You're continuously listening closely to their reaction to what you are offering. When you offer what they want, they will respond. When you offer what they don't want, they won't respond. You then do more of what they want and less of what they don't want. That's what marketing is really all about. It is not about trying to make a large number of impressions with expensive advertising. When you market your brand of chiropractic effectively, it becomes a learning process so that everything you do is to gain knowledge about what your Prospex and Patients want, in order to enhance, to build, to improve what you do. The better you get a giving your Prospex and Patients what they want, the faster you can build your business and the more revenue and profit you will generate for your financial security. This is the foundation of Masterful Marketing for Chiropractic Entrepreneurs. If you agree with the logic of the above, then you will have no problem applying the strategies and tactics of Masterful Marketing to attract Prospex and Patients to your brand of chiropractic like a magnet! Over the course of the next several issues of the CEObrief eLetter, we're going to show you not only how to find the specific people who want your brand of chiropractic, but we'll also show you how to get them to identify themselves so you won't have to waster your time, energy and resources trying to sell your brand of chiropractic to people who don't appreciate what you have to offer; a frustrating, expensive and unprofitable marketing activity. * You'll discover how to produce Unlimited Prospex. * You'll then learn how to produce Unlimited New Patients. * Finally, you'll find out how to produce Unlimited Lifetime Patients. Masterful Marketing for Chiropractic Entrepreneurs is the most effective approach for accomplishing all of the above. I'm sure you're anxious to begin, so let's get started! Oh, if you would like to learn more about our program for chiropractic entrepreneurs, please click the link bellow for more information, or email or call me direct: Lawton W. Howell, Sr. ceo@wellnessone.net Call me toll free at: 877 WELNES1, Extension 201