A good “Unique Selling Proposition” answers the question/s…
“Why should I listen, why should I care,
and why should I buy from you
versus ALL my other options,
including buying nothing at all?”
I built ChiroTrust around a U.S.P. for myself and my members.
Some of you fail miserably at putting the ChiroTrust U.S.P. out there.
I’m referring primarily to THE PLEDGE and all that references or supports it either directly or indirectly…
- Business cards
- Lapel Pin
- What you don’t say to patients and what you do say
- How you treat your patients
Out of fear or how it comforts your feelings, some of you still have one foot in the “wellness”, “correction”, “maintenance care” pool.
Chiropractic is a business. It’s how you feed your family. It’s not a hobby and it’s best that it’s not a passion.
Put the market first.
The market has the power to cancel you, dismiss you, and forget about you.
The market decides if you matter or not.
The market pays your bills.
So stop the nonsense. 🙂
Narrow your message, your market, and your marketing.
And be bold with your U.S.P.