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…
Chiropractors and Consumers Hate To Admit They’re Wrong
And that is why there is so much space between them.
Chiropractors think one way, consumers think another.
Both want to be right and both will look for evidence to support their view and ignore everything else.
Seth Godin calls it their/our “worldview”.
Consumers buy what they want to buy.
Chiropractors sell what they want to sell.
There is a common consumer “worldview” about health, about pain, and about Chiropractic and they think they’re right.
There is a common Chiropractic “worldview” about health, about pain, and about Chiropractic… and it’s different from the consumers’ worldview.
And here’s what Seth Godin says about worldviews…
“Don’t try to change someone’s worldview is the strategy smart marketers follow. Don’t try to use facts to prove your case and to insist that people change their biases. You don’t have enough time and you don’t have enough money. Instead, identify a population with a certain worldview, frame your story in terms of that worldview and you win.”
What I would add to that is this…
“Prevention” is a hard sell.