Marketing or Shopping – Which Do You Choose?
Do you ever feel uncomfortable with marketing your business because you worry that people might think you’re too pushy or too needy? There’s a fine line between the need to market and not appearing needy.
The other day a friend asked me to join her for lunch and shopping. I declined her invitation: “I can’t do that on a Tuesday – it’s my marketing day.”
She whined, “You’re always booked solid weeks in advance! Why do you need to keep marketing every single week?”
Her comment tempted me to join in the fun. I really had to stop and think about it! What would be the harm in having a little fun shoe-shopping with my friend and skipping that week’s marketing?
Then I remembered that the reason I consistently have clients is because I consistently do my marketing – same day, same time, every week – without fail! And especially because I run two businesses, it is crucial that I maintain this schedule.
Marketing is a large part of my business. In fact, I have come to think of myself not as a massage therapist and a marketing mentor, but rather as a marketer who does massage therapy and a marketer who coaches wellness practitioners.
Regardless of what business you’re in, your main job is marketing and your particular skill or profession is what else you do to get paid by clients. But to attract the clients, you have to first be a marketer!
This simple shift in perspective can mean the difference between struggle and success in your wellness biz. If you’re a chiropractor, you’re a marketer who practices chiropractic. If you’re an acupuncturist, you’re a marketer who does acupuncture.
Until you really take this concept to heart and incorporate it into your business life, you will get poor or mediocre results. Once you accept that your primary job is marketing, and then start doing it the right way, you will see more success in your business.
Of course, if you prefer, you can continue with your less-than-great results. Or you can just go back to a job with a paycheck and someone breathing down your neck!
That fine line I mentioned between looking successful and needing to market is really about chasing after clients. If someone seems too eager about something, we question their motives: “If you’re so good, why are you so available? Why do you need to chase down clients?”
First of all, you should never chase business. It seems cheap and annoying, and it doesn’t make people want to work with you. You know the icky feeling you get in a store when the salesperson follows you around and keeps offering you things? It’s like that! If you appear to need them more than they need you, then you’re chasing away business!
My marketing students know that marketing is about creating value and trust over the long term. It’s about establishing yourself as a solver of your clients’ problems. It’s about providing the results they want, rather than a particular technique or treatment. It’s about developing a relationship so that clients want you, you and only YOU! And when they feel ready – not when you think they should need you.
Remember – chasing clients = chasing away clients! Here’s the formula for successful marketing:
Value + Trust + Time = All the Clients You Need
Now that you’re getting away from the idea of chasing business, of appearing too needy or pushy, how would you answer the question: “Why do you need to market when you always have plenty of clients?”
Here are some answers I use:
“I always have clients because I’m always marketing.”
“A couple of clients recently finished their treatments and I want to fill those openings.”
“I want more clients because it means I’m helping more people.”
What’s your answer?
Hopefully by now it’s clear that you have to market! But do you know where to begin or what to do first… and second… and third? You can quickly attract more ideal clients and make more money with The Prosperous Practice Marketing System, a step-by-step guide that provides all the strategies, tools and techniques you need to market and promote your wellness practice, so you can share your talents with the many people who need your unique services! http://wp.me/P42qnM-5r