Effective marketing doesn't have to be cheap, but it does have to be viable. Viability can be determined by comparing the cost of the marketing against the income it generates. If income is greater than marketing expense + overhead, then the small business has a perpetual money machine: the more money that is poured into marketing, the more money will be generated. This is the goal. It can … [Read more...]
Marketing a Chiropractic Practice, Summarized in 4 Words
Wear a lab coat. To understand why these are the most important 4 words for successfully marketing a chiropractic practice, I want to briefly cover what positioning is. Positioning is aligning what is known with what is unknown in the mind of the consumer. It is a way to achieve instant familiarity and to be recognized by someone who hasn't heard of you before. When I tell you that my … [Read more...]
The most vital marketing expense
What is the most vital marketing expense that you have? This is something so simple and so basic that all other money spent on marketing is wasted if this isn't in place. "Ah... I see what he's doing there. He's a marketing guy and he's going to pitch me on his services...." Nope. In fact, the most important marketing expense for any company can't be bought from me or any marketing … [Read more...]