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 his book! (Over and over again)
Seth Godin is right…
You ARE a liar.
Like Seth says, “The stories we tell ourselves are lies that make it far easier to live in a very complicated world.”
It’s far less painful (but also, far less effective).
He relates this to marketing and business and why so many businesses fail.
They fail because they fail to identify the lie that consumers keep telling themselves and sell to THAT lie.
He goes on to say that “Consumers are used to telling stories to themselves and telling stories to each other, and it’s just natural to buy stuff from someone who’s telling us a story.” (Seth should have said, “It’s just natural for consumers to buy stuff from someone who’s is telling and agreeing with THEIR story.” Meaning, people can’t handle the truth. To successfully sell to them, you must first agree with them.
You will NEVER change what Seth calls, “Their worldview.”
Consultants tell Chiropractors the lie because Chiropractors refuse not to believe it.
Chiropractors want to believe that if people just understood what Chiropractic REALLY is, then they would embrace everything that Chiropractic is and has to offer. (BIG LIE)
So Consultants tell Chiropractors what they want to hear.
What Chiropractic really is has nothing to do with what consumers want.
It never will.
Can YOU handle the truth?
…about what it really takes to attract and help a lot more people with Chiropractic?
Read the book.