No “Question of the day” this week. Instead, I’m sharing with you something more valuable and important to you and your practice.
This week, I’m doing YOU a huge favor by revealing to you one of the best business/marketing books of all time: Seth Godin’s book All Marketers Tell Stories. Even if you read the version titled All Marketers Are Liars, STILL read THIS more recent version. If you haven’t already bought THIS book, click this link and buy it…
This week, I will go over a few important points but since there are soooo many valuable money-making lessons in his book, don’t just read this week’s emails, read this book! (Over and over again)
Seth Godin is right…
All Squirrels Want Nuts
It’s a safe bet that to attract squirrels, you just need to put out some nuts.
Nuts are what squirrels need.
Humans need food and water like squirrels need nuts.
But as Seth says, “Once we start talking about more sophisticated products, things that people want instead of need, the discussion gets complicated…. it’s easy to fall into the trap of thinking of your marketing as a cohesive audience, of thinking of a market as a large group of similar people.”
As you know, for pain relief (or any type of healthcare for that matter), consumers wants, needs, and tastes vary.
In other words, unlike nuts for squirrels, not everyone wants Chiropractic.
“It’s awfully dangerous to assume that consumers are all the same—it’s even dangerous to assume that they’re all rational.” – Seth Godin
If everybody’s your market, then no one’s your market.
So choose your market, your message, and your marketing wisely.