Marketing powerhouse P&G industrialized a marketing plan in just 7 sentences!
In fact, in just five minutes you could create a top-notch marketing plan for your brand of chiropractic and get your practice ready for success.
Here's the Plan
Building your chiropractic company without a marketing plan is a lot like going to battle under the command of a general who tells you, "Ready, fire, aim!"
Your marketing plan functions like a personal guidebook that has seven sentences exterior the most pressing issues in marketing. We know that there are far more than seven issues facing a practice about to market it brand of chiropractic, but we also know the close correlation between focus and profits. By all means, gawk every aspect of your practice, but incorporate on these seven areas. Prove your attentiveness by writing one brief sentence exterior each area. That's not overly demanding. In fact, all the sentences except the fourth one are short and simple. The fourth one is a list.
A exiguous is a long time. Do nothing for one minute, and you'll see how much time is packed into that exiguous unit. For your marketing to succeed, you need to put a seven-sentence guerrilla marketing plan into writing in five minutes.
Read the entire article before you get started. Don't try to cover everything or say too much in each of your sentences. A marketing plan is a blueprint, a framework, a map. What you're about to create will serve you for three to five years. Although your commitment to this plan is going to make it work, you must still be prepared to make minor alterations to the plan.
A marketing plan this brief and focused has been the cornerstone of many businesses worldwide. It's short sufficient to show to all curious parties without boring them with details.
It's focused sufficient so that everyone gets the point. Procter & Gamble, one of the world's most marketing-minded companies, creates a marketing plan for each of its products. These plans are as brief as we're suggesting here.
Each P&G plan may be accompanied by 300 pages of documentation, but it begins with a clear marketing strategy. Do as you like with your own documentation. But get the seven sentences right first.
1. The first sentence tells the purpose of your marketing. Be very specific. What physical action do you want your Prospex to take? Pick up a phone and punch in your business's number? Go to its website? Send an e-mail? Go to your office? Call a phone number and ask for Rose? What definite thing do you want Prospex to do right after they've been exposed to your marketing message? You've got to be clear about that, or your Prospex never will be.
In your sentence, don't say something vague like "to grow" or "get more new patients" Instead, be very specific. What of course is the desired outcome you want from your marketing? Begin by creating Smart goals: sensible, measurable, achievable, realistic and time-bound (must be closed before a specified deadline).
For example, maybe you want to construct 50 new leads by June 3, create 1,000 web hits a day or cultivate 10 new Patients in the next three months. Don't talk marketing or advertising in this sentence. Talk in plain English.
We'd write a incorporate of examples here for you, but starting up doesn't mean hitching a ride. Close your eyes and visualize a Prospex who has just read, heard or viewed your message. The Prospex is smiling. What's he going to do next? Watch him carefully. Then convince the world to do just what he did.
2. The second sentence states the competitive benefit you'll emphasize. How will you achieve your first-sentence goal? Why will your marketplace take the action we were just talking about? You've got a lot of benefits to offer your Prospex, but so do your competitive colleaagues. Fortunately for you, you've also got some benefits that only you offer. These are your competitive advantages. This is where you hang your marketing hat. If you have multiple competitive advantages, good for you, but pick only one to be the superstar of your marketing campaign. More than one might confuse an audience already besieged by marketing clutter.
Whenever possible, stress your competitive benefit so that it is seen as the explication to a problem. Marketers have long known that it is much easier to sell the explication to a qoute than to sell a inevitable benefit.
3. The third sentence explains who your target audience is. The more definite you are and the more you narrow down the audience, the more accurate your marketing's aim will be. Your marketing plan needs to be as accurate and focused as possible.
Try to broadcast only to citizen with a very high propensity to want and need what you're selling. It's not a matter of high numbers so much as it is accuracy.
A thousand random Prospex won't earn you as much behalf as 10 of the right Prospex. For example, if you know that folks with a inevitable guarnatee plan have great chiropractic coverage... Target them. Or, if you enjoy working with children, then focus your efforts on parents with young children.
It may be that you have more than one target audience. Most Chiropreneurs have several. Set your sights on all your target markets. But, have a "plan" for each target segment. If you don't, man else probably will, and you'll have a devil of a time getting them back.
4. The fourth sentence lists the marketing weapons you'll be using. Choose only those that you: a) can afford, b) understand, and c) can implement properly.
Because you're aware of so many options, it ought to be easy for you to pack an arsenal of custom-chosen weapons that have demonstrated their firepower in real marketing battles.
Far more weapons are affordable now than at any other time in history. This is not your father's century... This is your century, and by properly equipping yourself for the struggle to win minds and money, you'll be in for a level ride.
5. The fifth sentence explains your niche in the marketplace. Now that you have determined your purpose, benefits and target market, it's time to define your marketing niche.
When citizen hear the name of your practice, what's the first thing that enters their minds? Is it chiropractic, wellness, economy, exclusivity, value, service, option or one of a host of other good things?
That's your niche... Also referred to as positioning... And it's what you stand for in the minds of your Prospex.
Chiropreneurs know the marketplace is cluttered with competition, so it pays to be a leader in a smaller pond. For example:
Back Pain Relief Without Surgery
End Back Pain Without Drugs
Each of these "targets" a different possible patient... One homes in on those inspecting spinal surgical operation and the other targets those who are finding for natural solutions to back pain.
Chiropreneurs carve out a position where they can differentiate themselves, and this differentiation is apparent in every marketing weapon they use. Niches can be defined in many ways, together with through a definite target market or a inevitable means of service. What's your niche?
Once you're clear about what your niche is, let it come shining through in all your other marketing. Your target market has a hard sufficient time understanding why it should do company with you. Don't add confusion about yourself to the mix.
6. The sixth sentence sets forth your identity. Your identity is different from your image, because an identity is based on truth. An image is a facade, something phony. The far great "I" word is "identity."
Your brand of chiropractic identity is automatically honest. If you recite a real identity, citizen sense ease and relaxation when they perceive you. What they see in your marketing is finally what they get from your brand of chiropractic and that builds trust and rapport.
Part of your identity is your practice personality. Every practice has an identity, but many of them haven't given it much, if any, thought. citizen are attracted to other people... And providers... Who have pleasant or tantalizing personalities. Be great at your healing art, but don't be all business. Let your identity shine through. Put it in writing, right in your marketing plan, so that it will apply to all your creative materials.
7. The seventh sentence states your marketing budget, expressed as a division of your projected gross sales. The attractiveness of marketing is that more than half of the marketing weapons are free. But remember: There are foremost reasons to spend money on your marketing.
Chiropreneurs know that the most foremost place to spend money is on your practice presentation, meaning the capability of your stationery, company cards, brochures, fliers and logos.
The collective will get their first sense of your professionalism through your written materials, so make a strong impression. This may cost you more initially, but look at it as an speculation in your future.
Now spend a few minutes choosing where you'll get the biggest bang for your marketing bucks. Having a good idea of what your budget is will help you plan great and avoid misspending costly funds.
Calculate your marketing budget using your projected gross collections; this helps you control in a increase mode. If you work off your current collections, you'll be planning to tread water.
In 2007, the midpoint U.S. company invested 4 percent of gross revenue in marketing. But you don't want to be average, do you? At the start, when you have the least money, you still ought to spend generously in your debut. You might spend 10 percent the first year, but rising sales would make that absolute dollar mount only 5 percent the next year and 3 percent after that. Pin down a number and write it into your plan as the seventh sentence.
Now you're ready to write a seven-sentence Chiropreneur marketing plan. There is no earthly speculate why you should need more than five minutes to do it. But you've got to take an foremost step when you write your plan.
The step is encapsulated in two words: Trust yourself. The first sentence ought to flow from your mind to your marketing, and the next six sentences should go with that flow. Your unconscious mind knows the right things to say in your plan. These five minutes are when it reveals its brilliance to you.
P&G Marketing Plan - Just 7 Sentences!
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