…you have no idea WHO you are targeting!
It’s true isn’t it? Take a look at your website and I’ll bet you have everything covered. I’ll bet there’s an extremely long list of conditions you can treat with a few unpronounceable ones thrown in for effect. There’s a good chance that you have covered every base and mentioned every possible type of person you could help. That’s the best way isn’t it?
The reason why you never need to worry about what your competitors are doing locally is that you choose a niche aspect and target everything you do to those people who suffer with that. We go in this in greater detail in Module 2 in the Osteobiz Club. Don’t worry, it doesn’t mean you turn away patients who don’t fit that niche but your concentrated effort will bring in more of the people you love to work with.
Take me for example. The marketing and strategies I teach could be used in any type of business and any size of business. But I’ll let you into a secret. I absolutely HATE large bureaucratic organisations. Masses of ridiculous rules and complex policies on everything from answering the phone to emptying the bins just sucks the life out of creative people like me. I only worked for a large company once and I was out of there in eighteen months. I hated that job! I couldn’t bear being just a number and not being able to make a difference by my own individual creative ability. Worst of all was that I couldn’t change stupid procedures that were at best pointless and at worst dispiriting.
So my natural strength is to work with small businesses. But if I marketed only to small businesses, then this would still be a vague hit and miss game and I would likely waste money trying to get random attention.
I could niche it down to various therapies and practitioners but I would still have to go all over the place to get their attention. A beautician and a chiropractor would probably hang out in very different places.
As I’ve said before, I have worked with Osteopaths for four years at the Rollin E Becker Institute arranging CPD courses. I’ve met hundreds of Osteopaths in that time but I have yet to meet one I don’t like! So now I have my niche – solving the unique and particular problems that Osteopaths have; be it not enough patients or so many that you’re at breaking point.
And that’s exactly what you need to do – specialise. Then you can go after them effectively and successfully.
I love my job.