From the category archives:

Marketing and Media

In-Office Speaking: Powerful Strategies for Successful Events

by Dr. Matthew Norton

I recommend that you develop a class and encourage all of your patients/clients to attend, with spouses and friends, as soon as possible after they begin receiving your service. In my office I teach a two-part program based upon my book’s subtitle “Surprising Stories and Insights for Releasing Pain (that’s Part 1) and Restoring Whole Body Health” (Part 2).

Also, whenever prospects call us to inquire about insurance coverage or have other concerns and aren’t ready to schedule immediately, my staff invites them to attend a class. This can help take them out of “shopping for cheapest” mode into [click to continue…]

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The Importance of Speaking – Broadcast Your PIM to Change Lives and Experience Fulfillment

by Dr. Matthew Norton

People are struggling all around you, waiting to know about your life-changing solutions. What will you do to reach more of them? What can you do to truly shift the mindsets and behavior of the people in your community? You have a RESPONSIBILITY to bridge the communication gap between you and your public so that you can reach those who desperately need the benefits of your services.

Generally speaking, people desperately fail at change and the status quo thrives! Because of fear, the majority say “NO” to nearly everything other than the safety of the status quo. It becomes wired [click to continue…]

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10 Ways to Help Discover Your Own UCA. . .

April 19, 2011

A Unique Competitive Advantage (UCA) answers your public’s questions: Why should I favor you with my business instead of your competition? What’s unique about you, your company, and your services? And most importantly: What’s in it for me? Here are 10 ways you can begin to answer those questions: Benefits. What are the benefits of [...]

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Mainstream is Not a Target Audience

April 5, 2011

Mainstream is not a target audience. In fact, by trying to appeal to a target market that’s too wide, you wind up not really appealing to anyone in particular. There are people who can survive as a Jack- or Jill-of-all-trades, but they rarely thrive. The world doesn’t need another mainstream service provider. Rather, the real [...]

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Finding Your Gold-Standard Prospect

February 27, 2011

The concept of generating traffic is universally misunderstood, especially by professionals unaccustomed to the idea of “lead generation.” Despite the decidedly “sales-y” sound of it, lead generation (or “traffic generation” if you prefer) is really nothing more than exposing your personal inspired message to the public for their own benefit. Considered in this light, it [...]

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The Most Important Marketing Strategy for Chiropractors is. . .

October 17, 2010

Video Blog:(Click on image below to go to video page.) The most important marketing strategy for chiropractors–ever–is often the most overlooked. In this 23-minute video blog, I take you through the six things you can do–at zero cost–to implement this fundamental principle of good business. I encourage you to take seriously the message of this [...]

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How to Develop a Unique Competitive Advantage

June 27, 2010

Video Blog: Transcript of Video Blog: Today, we’re going to talk about how to differentiate yourself from every other natural health practitioner in your community. The bane of all business owners is a public who sees their product or service as generic. This phenomenon has certainly not eluded the natural health care field, as practitioners [...]

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Is Marketing Necessary for Health Professionals?

December 28, 2009

Video Blog: Transcript of Video Blog: Today we’re going to answer a very basic but important question: Just what in the world is “marketing” anyway?  When you think of marketing, what comes to mind? An advertisement? A direct-mail letter? Yellow-page listings? If I mentioned “public relations,” you would probably agree that that was marketing, too, [...]

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Only 1 in 12 doctors would receive a passing grade on a standard marketing evaluation. Here’s how to avoid being among the 11. . .

September 21, 2009

I’m not a doctor and I don’t pretend to know the first thing about what doctors do. But I have spent my life studying marketing and to be frank, that’s something not many doctors know much about. So we’re going to have some fun exploring the wonderful world of marketing and in the process, we’re [...]

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