Be so Darn Good, No One Can Deny You!
I had to write this up… wow!
A few minutes ago I was on the phone with dozens of doctors and medical clinic owners discussing their marketing plans, how to increase profits and drive growth. Little did they know, all their strategies, tactics and approach were solid. The best. Outstanding. BUT, they were not going to be very effective.
We live in a very overwhelming time. A financial winter. And the amount of competition for new business is high, for both the patient, client and doctors or business owner.
The key to your success is in your ability to make price irrelevant, not necessarily finding another marketing strategy and hope it works. And the key to making price irrelevant is in how easily you are remembered or ignored.
The key to marketing is to first discover how to make price irrelevant to your patient or client!
If you can, before another patient or clients steps foot in your office, alleviate financial and emotional concerns, you will double and triple your business quickly.
You must set up your practice, every aspect of it, so that patients and clients experience price as being irrelevant. Discounts and coupons don’t make price irrelevant (by the way). In other words, the great the impact or experience patients and clients think you can have, the less important price is for them.
Great marketing should put all potential new patients and clients at ease and causes them to give a damn about YOU, so much so that it creates curiosity, interest and they start pursing you and selling themselves as your next patient or client.
If you are unable to make price irrelevant in your marketing and interactions, patients and clients will evaluate the value of what you do. They will have concerns, the need to think about it or procrastinate. This is when their circumstances, schedule or life problems stop them from getting started with you. This isn’t a fun place to do business.
There are 7 key ways to building value. More on that later. For now, know this, ‘If you generate so much value as a person and a practitioner, that you cannot be ignored, NO ONE cares about your fees.
Let’s talk about some principles for making price irrelevant.
First, your brand, YOU, have to be perceived as so darn good NO ONE can ignore you.
Recently I was on Facebook and received a private message from someone I have never met. It said, “Do you have any idea the impact you have had on me?”
I thought, “That could mean anything?” I replied back with, “No, have we met before?”
She wrote back sharing with me that she had been following my Facebook page for a couple of years and she has been battling cancer. My posts of me, my daughter and other pictures and quotes I have shared inspired her to heal. She read them during chemotherapy for inspiration.
Amazing! I don’t know this woman. My goal was not to directly help a cancer patient survive, however, my mission on this planet is to have an impact that touches, moves and inspires others. Hence, who I am and how I show up created value.
Practitioners are often perceived in the norm. They don’t stand out and people are unable to tell the difference between you and the next practitioner. So they look for convenience, a financial deal or discount, assuming they are not being referred.
Secondly, you have to define and innovate how you want your brand, YOU, to be remembered for?
After the woman on Facebook private messaged me, she posted a quote that said, “How do you want to be remembered?” That is when I remembered, you have to lead with the end in mind. How you want to be remembered is how you lead your practice, how you market and so on. The very value you provide is the very thing you want to impact people with in marketing.
So, does your marketing answer this question? Is your office set up to be remembered? Is who you are and what your staff does each day memorable? So much so that it creates loyalty? 15-20 referrals each month? Respect? And no one seems to care how much you charge? IN fact, if you raised your fees people would say, “Good for you?”
This question reflects marketing authenticity. It tells the world what you stand for and causes them to give a damn about you and what you are doing for the world.
This question also reflects legacy, your mission and how you show or are perceived. To make price irrelevant you have to be worth remembering, months and years after you have worked with a patient or client.
Failing to have a practice or business that isn’t memorable, will cause patients and clients to see you as an expense. If memories are forever, you should be as well!
Thirdly, be impeccable in every aspect of your practice and life.
Patients and clients do not expect you to be perfect, but, they do expect you to have a level of impeccability above and beyond the norm. Every aspect of the culture in your business should permeate with impeccability.
When you learn to wipe out the money factor and fear factor you become impossible to IGNORE. Your message becomes more inspiring and your marketing more effective.
When you learn how to become someone who is hard to ignore, you become more valuable, attractive and patients and clients pursue you, by the handfuls.
Making price irrelevant is not a onetime marketing strategy or tactic you can just toss out into the world. Who you are speaks volumes and when the world sees it, your wealth, value and ability to deliver results in their eyes increases.
Don’t let your brand and mission be ignored.
Make price irrelevant in all of your marketing.
Be so darn good, no one can ignore you.