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Frequently referred to as, “the greatest motivator of our time”, Lou Holtz certainly knows as a thing or two about inspiration and motivation.
Over the span of his 20+ year career coaching collegiate football teams and compiling a career record of 249–132–7, Holtz became the only college football coach to lead six different programs to bowl games and the only coach to guide four different programs to the final top 20 rankings.
Today, almost every college football aficionado agrees; Holtz possessed the ability to motivate and inspire players to unparalleled levels.
How did he do it?
And, more importantly, how can you as a chiropractor use his methods to inspire and motivate prospective chiropractic patients to actively engage in a long-term care plan in your office?
The answer: YOU CAN’T.
That’s right… you can’t and shouldn’t attempt to motivate prospective patients the way Holtz went about creating motivation within his players.
Why?
Because – as I first learned from legendary advertising copywriter, Gary Bencivenga – when it comes to marketing and selling, you can’t create motivation.
“It must already be there, inside your prospect [or prospective patient]. If it’s not, you’re wasting your time and appealing to the wrong audience and making your job of selling so much more difficult”, said Gary.
Harry Browne, in his previously unpublished manuscript, The Secret To Selling Anything – a book Gary references in his teachings about motivation in marketing – said it best…
“Everyone is already motivated. The only question is ‘By what?’ Your job is to find out what it is that motivates your prospect. And then show him how he can get what he wants through your product or service. Only then will he buy…”.
For you as a chiropractor, this has profound marketing and “selling” implications on several levels.
Here are three:
One, you will always get the greatest response from your chiropractic marketing activities when you tightly target your message to people either looking for a chiropractor now or actively looking to alleviate an underlying health condition that can be helped with care in your office.
Two, targeting tightly identified segments of prospective patients and matching your marketing message to their needs and wants will ensure your marketing resonates with them, while positioning chiropractic care in your office as the ideal solution for their specific situation.
Three, when communicating face-to-face with prospective patients in your office, you must fully understand their perspective, their feelings, their emotions, their needs, their wants, and their ideal solution and outcome first… before you present the benefits of a chiropractic care plan with you.
By doing so, you’re able to position your offer for care as the exact, and most appropriate, solution for them – the one they’re looking for. And, in doing so, you separate yourself from what appears to be every other chiropractor in your area simply offering a generic solution to their specific problem.
Or, as Harry Browne said…
“This is the way you separate yourself from the mass of people who just ‘get by.’ This is how you make sure that your services are always in demand. This is how you command a high price in the marketplace, by making sure that what you’re offering is what people really want…”
It’s pretty simple if you think about it…
Understand what each prospective patient wants, first.
Then, and only then, present your offer for chiropractic care in a way that shows each prospective patient that chiropractic care with you will give them what they’re hoping for.
That’s the secret to marketing and selling success.
And that’s something you can easily do… even without the inspirational and motivational skills of a Lou Holtz.
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How To Establish A Powerful Chiropractic Presence On Facebook In 48 Hours Or Less… 100 % Guaranteed!
With the recent roll-out of a brand new “marketing technology” from Facebook, it’s never been easier for Chiropractors to establish an impressive professional presence on Facebook. Watch this video to see what it’s all about… go here.
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