While most industries, small businesses, and lives become more complex over time, I continue to invest a big portion of my life trying to simplify everything.
Simplification is cost efficient.
Simplification is time efficient.
Simplification can solve many problems all at once!!!
Looking for a common problem and matching it with one solution has been extremely helpful in accomplishing more with less money, less time, and less brain damage.
Sadly, most Chiropractors have filled their mind, thinking, and practice with complexities.
Most Chiropractors have a mental list of practice problems and an equal or greater list of what they think the solutions are… or admit they don’t know what to do or think anymore.
I contend that most Chiropractors have one problem and one solution.
Here it is…
The One ( and Only ) Problem…
THEIR VIEW OF THEIR MARKET IS OVERLY BROAD
If I die tomorrow, remember this…
“If everyone is your market,
then no one is your market.”
The one (and only) problem is not insurance, your town, or even this “lockdown”.
THE problem IS not knowing who your market is and who your market isn’t.
When you believe that your point of view, your communication, and your treatment is applicable to everyone, then no one is listening. Nobody cares.
Perceived value is diminished to practically zero.
Even if you are right, you WILL struggle.
The opposite is true…
The narrower the market, the better.
Your marketing must be targeted and you must only target ONE market.
Certainly there can be subsets of that ONE market. But you must only target ONE market.
Don’t be a typical Chiropractor with a…
- Typical website
- Typical office name
- Typical treatment plan
- Typical billing practices
- Typical point of view
This is how you fail because most Chiropractors are wrong about everything.
One Solution
If the solution is complicated, your customers aren’t interested.
They don’t want to know what you know.
They don’t need an explanation.
They don’t really care.
The only care about one thing.
Give them that one thing.
Provided that you can help them, the less that they have to do and they less they have to learn, the happier they are.
You must be the solution to their problem.
They don’t exist to solve yours.
It’s your job to simplify everything for them and ChiroTrust’s ONLY job is to simplify everything for you.
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