Market to Your Ideal Client – Part 2/2
Simply by marketing yourself as a specialist in one area, people will assume you are the expert.
Many practitioners have two concerns at this point:
1. “I’m not comfortable calling myself an expert; it seems arrogant or phony.”
2. “Won’t I lose or turn away potential clients if I narrow my target market?”
Let’s look at these, one at a time:
1. It is not phony or manipulative to market yourself as an expert for a particular problem or target population group. From a marketing perspective, if you know more about a topic than the average person, you are an expert. All you need to be an expert is to know more than most people know about your profession or specialty. If you ask the average person something technical about your work which you take for granted, it’s likely they won’t have a clue. But you could do it with your eyes closed. So, from that perspective you are an expert and you do know enough to succeed in helping others enhance their health.
2. Don’t worry – you can still work with people outside of your niche if they call you (assuming you are qualified to treat their problem). Specialization does not mean that you turn away people who are not in your niche. It simply means that the focus of your marketing is directed to that group – that is where you concentrate your marketing efforts. For instance, there is a doctor in my town who specializes in patients with HIV. He also treats many other conditions, but his marketing is aimed at HIV patients, because he identified that group as a population that is under-served in our community and selected it as a viable niche for his expertise.
Average practitioners have a mindset of lack and competition, so they agree to work with pretty much anyone. Average practitioners don’t give much thought to who will most appreciate and benefit from their particular skills and services. Average practitioners struggle and stress with getting enough clients. But you’re different – now that you have enrolled in The Prosperous Practice, your days of being “average” are numbered!
PREVIOUS POST: Focus on Your Ideal Client – Part 1/2