“Everyone needs Chiropractic.”
“Every Chiropractor needs ChiroTrust.”
…Both points of view serve no purpose, have no value, and actually repel patients, clients, and customers.
It’s all because not everyone is your market or my market.
Marketing messages, positioning, and offerings must have one particular person in mind.
This person should already want what you have to offer …
- without having to educate
- without having to defend
- without having to prove
Otherwise, you are wasting your energy, your money, and your time.
Patients want to get out of pain and out of your office as quickly as possible.
Chiropractors want to do as little as possible, including changing anything.
Ideally, patients want to get out of pain without doing or buying anything.
Similarly, chiropractors want money wired to their accounts without doing anything.
The closer you and I can get to just giving the market what it wants, the better.
…and it starts with knowing who the market is and who it isn’t and ignoring the latter.