As most of you know, something I talk about all the time is specializing to one niche so you can command higher fees, and differentiate yourself from your competition.
It’s like I said durring my talk at Mario and Brian’s Local Search Summit back in October, when you need your roof fixed, go find a roofer not a handy man. Sure you could get a handyman to patch it up and stop the leak, but if you want it done properly you get the specialist to do the job right.
What did you say the last time someone asked you what you do?
Did you say something like “I help local businesses to get more business from the internet”?
Sure that’s what we do, but it does not speak to anyone directly. It just casts a wide net out there hoping to catch some straggling fish.
What if you said “I help doctors to get more patients without having to do any extra work to get them”
As you know, I work mostly with doctors and I’m sure you can see how this statement is much more powerful and speaks directly to the desires of my target market.
What I’m doing is presenting myself as the authority and expert in marketing for private medical practice owners. I provide them with solutions so that they can capture more market share and increase their patient list. All the while sill being able to continue to work on their business, without having to make any extra effort to get these new patients, well except for writing me a check of course
One of the best ways to establish authority is to write a book. The problem is that it seems so daunting to actually do it. You have to sit and think up the idea for the book, do all the research, make the outline, sit down in front of the black paper and start to write it all out, and so much more…. Just thinking about it makes me tired. Another way you can go is to outsource it with a ghostwriter, but that can get very expensive very quickly.
Neither of these options were what I was willing to do. This book would be for me to present myself as an author and and expert. This is not a book that will get me fame and riches written from my soul for passion. That will be for another time in the future.
So what I decided to do was to go down the road of getting a PLR book, this book should talk about all the things that businesses need. Then I’ll go through it and change it up so that it fits for the medical market. You see the thing about what we do is that, what businesses need is pretty much universal. Sure some are doing better jobs with certain things than others, but essentially they all need the same types of services, you just have to customize it to their business.
Recently I have been working with one of my coaching students, and I have been telling him that he needs to get a book for his niche, and I told him since I had not done this myself yet, I was going to do it at the same time as him. Right now we are building his authority and presence in his target market. This is so once he starts to prospect, he will be perceived as the expert for marketing that niche. Instantly allowing him to raise his prices and sell with much more ease.
I know we can easily just edit a pre-written PLR book to fit our niches, and then our books would be done. Turning me into even more of the expert for the medical niche, and allowing me to raise my prices too. I will have now written “the book” on the “Medical Private Practice Profit Leaks” or something like that.
I personally will use the book to bring to my prospects when I meet with them, or even in some cases send them a copy after they have signed with me as a present, or rather part of my stick campaign. (but that’s another conversation entirely) I’m sure they will be happy when I send them a physical copy of my book personalized and autographed just for them.
So moral of the story is, write a book today, and raise your fees tomorrow.
To you and your success,