In our previous Business Corner post entitled 6 Steps To Setting Up A Powerful Patient Generating System, we broke down the process of determining what to say in your marketing so that it will work better. If you’ve worked through the six points, or at least thought about them, you should have a pretty good idea of where you stand in the marketplace. You’ve looked at what your competitors are saying in their marketing, and compared that to what you are saying in your marketing. Then you used that information to identify specific marketing opportunities, and quantified what you have to offer. And finally, you restated all this information in STRATEGIC terms so that your target audience will pay better attention to what you have to say – you’ve formulated your STRATEGY.   So what’s next?

It’s time to begin setting up your TACTICAL MARKETING system. If you are serious about growing your business, you’re going to need a lot of communication tools that help you deliver your message to large numbers of people about the SPECIFIC (remember, no platitudes now) advantages of choosing you over all the other options out there SYSTEMATICALLY, EFFICIENTLY, and POWERFULLY.

What kind of communication tools do you need? To answer that question, just think about all the points of contact where information helps facilitate the decision making process. At each point, what information is helpful? What kinds of information does the prospect want? What information do they need to feel like they are ready to take the next step? For example, if someone has a back problem, they may be thinking about chiropractic care as the next step. They may not even be thinking about PT as an option. So if they see your ad in the paper, or receive a mailer from you, it probably wouldn’t be very effective to emphasize your contact information and a list of services, but it may be very effective to provide  information that facilitates their understanding of how your special  training can solve their problem compared to other options they may be considering.

Because space in your ad will be limited, you need to provide additional educational information through other marketing tools like your website and special information packets featured in the ad.  Doing this effectively takes training and experience. To learn more, about how to do this, sign up for a free 60 minute webinar at https://ptreferralmachine.com/free_webinar