The Problem With Most Advertising And Marketing Is That It Just Doesn’t Work!

June 19, 2012 by  Filed under: Marketing 

Let’s face it…

Most marketing just doesn’t work. One of the biggest reasons for this is most of it tries to attract everyone as a client / customer and as I have mentioned before this just won’t happen – no matter how great you are or how much your services could help everybody you will never get everyone as a client. For example, some people don’t want to pay for anything, some don’t believe you can help them and offer a solution to their problem, some will never try anything new and the list goes on! The problem is that is just a few of the groups who aren’t going to want you or what you do.

There is a very easy way around this which although it may not completely eliminate the problem it will help to reduce it to a minimum… and the way you do that is you need to focus on specific niche markets.

Don’t try to appeal or please everyone because that way you will end up appealing to no one and just get frustrated and burnt out. Break it down into smaller groups and target these specific smaller groups and focus on individual unique groups of clients. People are now used to consultants having an area of speciality and for that reason they will appreciate you are doing the same, that you have an expertise in a specialised field. If I can only convince you of just one thing – the days of being a generalist are numbered!

Now before I go on I want to make it clear that if you use this strategy you will miss out on client / customers. We know everyone could be a client and benefit from what you do but as I mentioned before that isn’t going to happen – so go for the clients will do what you say, are keen to listen and implement your advice- but more importantly have a problem they need solving!

Don’t try and capture the largest potential market you can with generalised adverts which are non-specific. Instead connect to a specific niche of client / customers and speak the language they understand about the symptoms and problems they may be encountering.

Let me give you an example using the situation of an alternative health care practitioner (and I use that because that is my area although this strategy works for every business!). For example, there is nothing to prevent you targeting these specific niches – all of which would fall into your normal scope of practice… but by targeting these smaller groups you have now created expertise status:

Arthritis / “Wear and Tear” / Degeneration

Back Pain / Lumbago

Carpal Tunnel syndrome / Repetitive Strain Injuries

Ear infections / Tonsillitis in children

Fibromyalgia / Chronic Fatigue Syndrome

Headaches / Migraines

Neck pain

Neuropathy / Numbness / Tingling

Pregnancy and new mums (pelvic problems, posture, lifting injuries etc.)

Road Traffic Accidents – whiplash etc.

Sciatica and leg pain


Shoulder pain / Rotator Cuff injuries

Sports injuries – or even targeting individual sports and showing how you can improve their game and prevent injury (golf, tennis, runners etc.)

TMJ problems

… and that’s just for starters!

It’s important you realize that I’m saying to “market” to certain niches. This does not mean your practice has to be completely made up of these types of client / customers. Of course you can still see a wide variety of clients but what is better is once you have got these prospective customers into your business because of a specific difficulty or concern you can then teach them about all the other problems you can help with.

Grab a FREE copy of my report “How To Generate High Quality Prospective Clients And Appointments” containing sixteen strategies to boost your client numbers from and start growing your practice / business now.

I have been involved in complementary health for over 25 years as both practitioner and lecturer. During this time I noticed a wide discrepancy between how successful individual clinics were – one which had little to do with the skill of the practitioner.

The successful clinics all had procedures allowing them to maximise the number of patients they attracted, keep hold of existing patients and generate referrals at will.

Learning from these practitioners allowed me to semi-retire in my mid 40s and help others grow their own clinics and businesses using easy to implement, ethical ideas. This know-how is available as the Exponential Practice Growth programme.

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