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Understand This Half-Billion-Dollar Business Secret and Build Your Own Personal Fortune From It
It's possible you don't desire to build a 0 Million dollar chiropractic business. But, what you can learn about how Oprah Winfrey is worth over 0 million, can help you achieve whatever desired outcome you have in mind. Oprah understands something very important about human nature -- and she takes advantage of it. You can easily use the same understanding to dramatically increase your popularity and income
If you know this secret and find a way to use it in your practice, it will change your life -- and quite possibly make you wealthy, not just rich. Virtually every Chiropreneur can enjoy a "rich" lifestyle, but only a few create a wealthy lifestyle.
Here's how you might be able to do that.
Most of us, at least most of the time, don't feel we are ever quite good enough, strong enough, pretty enough, or smart enough. We feel inadequate, and we want that feeling to go away. As a Chiropreneur, for instance, you may feel that you don't know how to attract more patients to your office. A patient may feel uncertain about how their back pain is affecting other illnesses.
One way it can go away -- the easiest and fastest way -- is for someone who is far more than adequate to tell us we are fine. Your role as the doctor, the authority and expert, is to educate the patient on each and every visit.
As an example, here's my secret, self-esteem wish list:
- Pamela Anderson telling me I'm very handsome and sexy.
- Steve Jobs saying he's "in awe" of my knowledge of marketing.
- A New York Times art critic praising my photographic art.
- Inc. naming me the "master marketing expert" of the year.
- The heavyweight champion saying he'd "hate to have to fight me in a dark alley"
You get the picture. We all want validation and the simplest and best way to get it is to become friendly with someone we admire. Patients want to be lead and they want to respect their doctor. They mostly want to put their doctor on a pedestal. Look up to him. Trust him or her.
And now we get to Oprah and her half-billion-dollar secret.
As a talk-show host, Oprah isn't especially well-equipped. She is reasonably intelligent, is reasonably funny, and speaks reasonably well -- but she is outranked in all of those areas by many other talk-show hosts, including her mentor, Phil Donahue, and Montel Williams.
So why has she been 10 times more successful than the best of the rest?
In my view, it's this: Oprah is the ultimate "validator." What she does better than anyone else -- what she has always done superbly -- is validate her audience.
It's not easy to do that. To validate someone, you need two things:
1. You must be in a superior position -- i.e., a position the other person aspires to.
2. You must be willing to step down to the other person's level, take him or her by the hand, and lead him or her back up -- which Oprah is the greatest at doing.
While Phil Donahue played the condescending liberal white guy and Montel Williams the know-it-all black man, Oprah was talking about how it felt to be raped as a child and how tough it was to keep her weight down.
Here was a celebrity who was one of us. America fell in love with her.
Oprah is -- at the same time -- an authority figure and a regular person. That is a very powerful combination.
The secret is not just to recognize that most of us feel inadequate but to find a way to give us the hope of eradicating that feeling. There are two ways I can think of to apply this to your practice.
If you have established yourself as an expert in your marketplace, find a way to position yourself as the everyday person's expert Be the intermediary between your market and the insider's world of how to enjoy a healthier and more active lifestyle. Get involved with your community...from local schools to clubs and organizations.
Stephen Hawking did this when he published a layman's guide to subatomic theory: "A Brief History of Time." That one book made him -- almost instantly -- the best-known and best-paid scientist in the world.
But explaining inside knowledge is only half of the game. The other half is in making a connection, finding a way to let your audience know that in your eyes at least they are just as important and worthwhile as anyone on the inside. Hawking never did that -- and that may be why he is "only" a millionaire and not a much richer man.
You can also use this technique to identify unspoken market demands and create new products. Callaway Golf did that when they came up with the idea of a golf club with a longer shaft and a larger and forgiving "sweet spot." Dubbed Big Bertha, the club makes it easier for golfers to hit the ball and hit it farther. Callaway realized that many golfers feel frustrated and intimidated by the game and, for obvious reasons, aren't willing to express those feelings in front of other people. As a result, Big Bertha became a blockbuster for Callaway.
The same principal is, at least in part, behind the hugely successful "Idiots Guide to --" and other similar books. In these cases, the publishers wisely take advantage of the fact that most people wish they knew more than they do about science, art, medicine, philosophy, and most everything else.
We all want to feel validated. So, if you can find a way to sell your patients what you sell them and at the same time befriend them and give them the feeling that they are worthwhile -- well, in that case, the world's your oyster.
Think about your business, your marketplace, and your patients. What do your patients know? What are they missing? How can you help them overcome any feelings of inadequacy related to those negative feelings?
If you can figure out the answers to these questions, you'll see your income soar and will begin to get a lot more response from your marketing. Who knows? If you take it far enough, you might become as rich as Oprah! Here's some ideas:
* Develop the first 40 visit patient care protocol and scripting that incorporates an educational message on each visit.
* Sponsor and host workshops on health at your office and external locations.
* Sponsor health fairs for the community, at your office and at large employer sites.
Bottomline, it is about building relationships in a professional environment that communicates loudly that you and your T.E.A.M. care, really, truly cares.
While it is important that your patients view you as an authority figure (critical for patient compliance protocols), you must also let them know that you don't look down at them. You are a doctor, but, one more like Dr. Welby!
Validate your patients, your T.E.A.M., your spouse, your children and support them from where they are and take them to where you want them to go...that's leadership. That's the road to creating a business and not just growing a practice!
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