Boy is this a crazy election year! And I have a feeling that it's only going to get crazier, if events from this past weekend are any indication of what's to come.
However, regardless of your politics, there's no denying that Donald Trump has struck a cord with a
niche group of people. He's been able to tap into a
certain demographic and
deliver a specific message that no other Republican candidate has been unable to. (I would argue, no other candidate, Republican or Democrat.)
Why is this important for acupuncturists?
Trump shows us the
importance of niche marketing. A niche allows him to
stand out to his supporters, craft a very
specific message they want to hear and
create trust that he understands them.
From this, he's able to
excite his supporters and gain
enormous word of mouth. While other candidates are spending large amounts of ad dollars, Trump is able to spread his message cheaply.
As an acupuncturist, you can also use the same marketing tools. Not for political gain, but to
help and heal people!
Stand out to patients
As many of you know, the business of acupuncture is a very
competitive profession. Many times, it
feels like the number of graduating students entering the market place is
outpacing the growth of the overall acupuncture market pie.
So as an acupuncturist, you need to
differentiate yourself and stand out from the crowd. And the way to do that is to choose a niche and become and expert. Examples of a niches are fertility, men's health, pain management, etc.
What's important in choosing a niche, is to choose a niche that you're
passionate about. Life's too short to work on something you're not excited about and that
excitement will show through in everything you do!
Become an Expert
Another advantage of choosing a niche, is that you become the
go to expert for that niche. Patients will look to you as the
specialist, who knows how to solve their problems, rather than a generalist. In turn, separating you from other acupuncturists in your city.
Overtime, you in fact become the expert, because you've seen more of the same types of patient cases and grow a
deeper understanding of the problems your patients are facing. As a result, your treatments are the most
effective for their ailments.
Deep understanding of the patient
By focusing on a niche, you also get to know your patients on a more
personal and deeper level. You learn their likes and dislikes, the magazines they read, the shows they watch, etc...
With this deeper understanding, you can
better serve and reach potential patients with your marketing, because you will be using language and messaging that they respond to.
All this will
lower your advertising costs and increase the
effectiveness of the ads.
In conclusion, please don't praise or berate me for making comparisons to Trump. Instead,
watch and learn how a talented marketer is able to capture the attention and generate deep excitement among his supporters.
Use the power of niche marketing to gain
adoring and passionate patients who will help you grow your practice because they
want and need you to succeed in the world!
Questions? Let me know in the comments below. I'd love to hear from you.
Minto Tsai
Founder
P.S. If this helped you, please Like, Share, email... all the social network love you can give!
