Probably the most daunting task a small business faces – be it a medical practice or an entrepreneurial start-up – is how to market oneself effectively (get results!) and efficiently (not be hugely time-consuming or demand large budgets).
The idea of marketing seems to bring on an attack of fear and dread in most of us, and as a result, we tend to proceed in a scattershot and highly unsystematic fashion, much like throwing a bowl of spaghetti at the wall and seeing what sticks.
Satterfield thinks this is a foolish and unproductive approach (I agree) but instead of being critical, he gently takes us by the hand and walks us through a planning process, that, if done diligently, can be accomplished in ONE BUSINESS WEEK!
In his book, he has laid out a clear and rather detailed strategy for each of five days, and each day’s chapter ends with “Your Task for the Day” so you are clear as to what you must accomplish:
Day 1: Choosing the niche that you are best equipped to serve or that best matches your interests – it takes courage to narrow your focus, but this is essential for crafting a message that those special people will sit up and listen to.
Day 2: Create your free offer – give away something that your niche person (your “target market“) will value. This may be a report, a white paper, a “This is what you need to know about your health” video, a mini-course, a mini-consultation… you decide.
Day 3: Create a website to put that free offer out into cyberspace. Once you have your freebie ready, the trick is to be sure that you can capture a way to communicate in the future with that person who is taking you up on your offer. Satterfield describes how to do this.
Day 4: Send out regular messages about your free offer and your services or products. This is so-called “drip marketing” and he evens writes your 7-email sequence for you!
Day 5: Take steps to generate traffic to your website to expose large numbers of your target market to your offer and your marketing messages. This is a meaty chapter that is well-explained (and also well-covered in another favorite book “The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly” (A) by David Meerman Scott, that would be great companion to Satterfield’s book)
There you have it – a basic 5-day marketing stratgey. Of course, the average working physician isn’t likely to pull this all off in 5 days – unless you take a vacation week and dedicate it to these activities, as laid out for you.
But wait – we are not done – there is a second half of the book that ups the ante …
Boosts to your marketing: these include chapters on social media marketing, starting a blog, video marketing, publicity, direct mail (again with your letter content laid out) and the king of all activities if you can pull them off, joint ventures.
There are numerous resources offered throughout the book which adds great value – I assume they are tried and tested by the author himself.
Whether you are a new entrepreneurial physician business or practice on the block, with lots of capacity to fill, or an established one requiring a polish of your rusty marketing plan, this is the book that will provide that much-needed “kick in the pants”!