When talking about struggling with marketing, Chiropreneurs mention a few key areas they have trouble with. They have a hard time getting their marketing message across, they are afraid of being rejected, and they don’t want to be seen as dishonest or deceptive.
Sound familiar? These fears are real and, if not addressed, will keep holding you back from your true potential of building a business and not just growing a practice. But what is the source of these marketing struggles and fears?
I recently read “The Meaning of Things” by A.C. Grayling, a contemporary English philosopher. In the chapter titled “Capitalism” I thought the following passage would resonate with many of you:
“…skillful marketing people have manipulated us into a state of passive victimhood, endlessly and aimlessly consuming ever-increasing amounts at the behest of an advertising industry which creates false desires in us by making us believe that to purchase an object is to purchase happiness.”
I would call this the “Old Marketing Paradigm.” And this is where all marketing fears, resistance and struggles start.
In other words, marketing is seen as essentially dishonest and manipulative. And that’s the stance you may think you need to take to be a successful marketer. You buy into the Old Paradigm and then you resist it with all your might.
That resistance is expressed in sentiments such as:
* I feel uncomfortable talking about myself and tooting my own horn
* I sound like a fake when I write about the benefits I offer
* I’m just not the marketing type, I can’t sell myself
It’s no wonder many CEOs not only struggle with marketing, but feel uncomfortable and inauthentic when communicating with Prospex about their brand of chiropractic. Marketing becomes a “necessary evil.” This is especially true with declining reimbursement from major insurance carriers.
I maintain that the best way to get past these understandable feelings is to look at marketing your brand of chiropractic from a new perspective or a New Paradigm. The Old Paradigm makes you feel bad about marketing. But the New Paradigm actually makes you feel good.
Old Paradigm:
Marketing is manipulation intended to get people to buy things they don’t
really need.
New Paradigm:
Marketing is about making people aware of your brand of chiropractic that could make a real difference in their lives and their health.
Old Paradigm:
Marketing is uncomfortable because it talks about me and what I can do and how I’m better than other health care providers.
New Paradigm:
Marketing is a valuable service in itself because the primary activity of effective marketing is to give away valuable information.
Old Paradigm:
Marketing is dishonest because it depends on hyperbole and making false promises while charging high fees.
New Paradigm:
Marketing is honorable because it offers to solve problems or assist with challenges that are impacting their lifestyle and health.
Old Paradigm:
Marketing is egotistical and self-centered, focused on me, me, me.
New Paradigm:
Marketing is altruistic and selfless, focused on you, you, you.
Old Paradigm:
Marketing needs endless amounts of creativity and cleverness in order to get attention and response.
New Paradigm:
Marketing simply requires an understanding of a patient’s problems, challenges and aspirations to get attention and response.
Old Paradigm:
Marketing is highly competitive, so you need to make sure other professionals don’t know what you’re doing.
New Paradigm:
Marketing offers great opportunities for cooperation and creating joint ventures with other professionals.
Old Paradigm:
Marketing takes huge expenditures of time, money and effort and gets a very poor return on the investment made.
New Paradigm:
Marketing is what you do in the natural course of your business-share value. The amount invested is very small compared to the return.
So which Paradigm is the most true? I assert that the New Paradigm is just as, if not more valid, than the Old Paradigm.
And not only that, it works a lot better!
Less struggle, effort and resistance. No need to be dishonest, and very little rejection. Which paradigm would you rather operate from?
More Marketing Thoughts on “A New Marketing Paradigm”
Here’s how to tie in the New Marketing Paradigm with my Five Laws of
Marketing Your Brand of Chiropractic:
* The Law of Attraction isn’t about tricking people into noticing you, but in simply addressing real needs and concerns that are relevant to your Prospex. You get more attention when the message is about them, not you.
* The Law of Value is not about exaggerated claims and false promises, but about giving away real value in the form of information that will help your Prospex understand how you think and how you work.
* The Law of Uniqueness is not about a clever slogan or gimmick to get people to remember you, but a point of difference that has actual relevance to your Prospex such as an patient-centric office hours and no-wait policy.
* The Law of Authority is not about tooting your own horn and telling how great you are, but a way to establish your valid credentials by outlining your real accomplishments and professional knowledge, i.e., your professional C.V. and your T.E.A.M.’s C.V.
* The Law of Relationship isn’t about being a buddy to everyone you meet but a commitment to staying in touch, keeping Prospex informed and sharing value for as long as you remain in business, i.e., newsletters, email, and patient educational activities including workshops.
Does this help? Yes or Yes? Good, now develop your marketing plan and be visible in your marketplace.
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