How to Promote Your Business
It all starts with your vision.
What is the best way to promote your business? Start at the very beginning – with a great product or service. In the long run, great marketing cannot make up for poor vision.
Many people may not have heard of Ford’s Edsel line of cars. Developed based on extensive market research, it was going to be a great seller. It turned out to be synonymous with flop. Why?
The Edsel came out in 1957. Market research had taken ten years and cost $250 million dollars. According to Time, the car was a flop because by the time it was introduced, the market had changed from performance cars to compact.
Road and Track provides other insights. Although Ford had some of the brightest minds in the industry as executives (called the Whiz Kids), they did not have a focus for the car. They had trouble coming up with a name for the division and settled on Edsel, the son of Henry Ford II. That was not all. They had performed market research and were creating a car with a lot of features but no focus. There were too many people involved to give clear vision to the project. There were also production problems.
In chiropractic, some of the most successful businesses are those who take a limited approach. They do not try to do everything and help everyone. They focus on doing one thing really well. For example, some focus on correcting the spine using the upper cervical area (right under the skull). Others focus on correcting the spine using the sacrum/pelvis. I’ve studied both approaches. In my opinion, neither works for everyone. Both work for a lot of people.
Other chiropractors might focus on spinal correction using exercise and stretching in addition to adjusting. Still others might focus on conditions such as back pain, headaches or Meniere’s disease.
Whatever the focus, the key is having a focus. Strive to be the best at whatever you do. That applies to any business. Narrowing your focus allows you to be more effective and efficient. In the medical field, an orthopedist focuses on bone and joint problems. An even more narrow focus would be an orthopedist who focused on knee replacements.
Once you have established the focus for your product or service, then you are ready to promote. The promotion comes naturally. You simply let people who might want your product or service know the benefits of yours. You talk about your vision and why yours is the best.