Marketing is the heartbeat of any organization, whether it's a multinational company or a sole proprietorship. Marketing is the science of understanding customer needs and presenting your services in a way that meets and exceeds expectations. Small business owners, in particular, are faced with the difficult task of delivering valuable services, at the right price point right from the start. You get one chance to make a strong first impression. But how do you even get clients to schedule with you? Start with a solid business plan that includes Executive Summary, Market Analysis, Financial Projections, Organizational Structure and a Summary. What does that mean? See our Business Plan Template. Review the Business Course [LINK] put together by Quantum University. You may need to go back to it several times. Invest in advertising periodically. The science of marketing is clear -- no money spent on ad dollars equals a steep decline in new clients. And the science of marketing is evolving at a rapid pace. Today's marketing is more about establishing yourself as an expert through PR, and less about purchasing advertising in print or online. Want to know more? Read The Fall of Advertising and the Rise of PR by Al and Laura Ries. The book details why you should grow with publicity, free coverage, press releases and word-of-mouth recommendations. It gives many examples of huge companies being built with virtually no ad dollars spent, and it describes why traditional advertising may lack credibility. The book also makes the case for a slow build-up rather than large campaigns, and explains why advertising should only be used to maintain brands once they have been established. The rules of marketing also apply to your website and resume. Whether you are promoting your clinic's services or your personal value as a professional, establishing yourself as an expert, building credibility and taking charge with authority, are basic rules of engagement. Longevity will depend on your track record of value, integrity, and commitment to the well-being of those you serve. |
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