Wednesday, February 24, 2010

Tip # 19

If you did a Valentines promotion, has the excitement died down or are you still receiving calls from people asking if they can take advantage of your special introductory price? Hopefully you are still building momentum and capitalizing off of your past events. The key in marketing is to build momentum and then to keep building it while still capitalizing off of past events. I expect I will still be getting new patients from my Valentines promotion for months to come. Yes, even if the event is long over. I will still honor the promotion and accept new patients and referrals from it.

Tip # 19 - The Promotion is Never Over

Here is an interesting thought, one which first caught me by surprise when I first heard it "you don't get rich from the first visit" and to that point let me assure you it is true. The real reason you are promoting is to get yourself know in your community. THIS will bring you new patients. This is achieved first, by branding yourself in the light you wish to be known. Are you the pain office or the family office? You can not be known as both so brand yourself carefully and create yourself around your brand. You will then need to carry this through in everything you do and in every way you advertise. Your brand is found on everything from your letterhead to your billboard or how ever you promote. People will either buy your brand or they will buy someone else's. Thats cool. You only want those people who are congruent with your brand. It will make you happy and it will make them satisfied. Staying true to your mission and your identity will create fun, happiness and patient retention.

If a new patient calls and asks if you will honor a promotion from last month or last year, say YES, of corse we will. You mission is to adjust as many families as possibly in your community, so stay true to your mission. A complimentary exam or $35 x-rays is only the portal which then allows you the opportunity to educate a person about chiropractic. This simple gesture could translate into a huge income for you (lifetime family) and a lot of good will and referrals. So, think about it - you do not get rich from the first visit but the first visit can make you rich.

Put out promotions, brand them the way you want to be seen and accept them even if they are expired.

Tip # 19 - The Promotion is Never Over

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