Are you a Physician who wants to increase your annual business revenue but feel constraint to your existing clientele and business location?
Are you a Health and Wellness professional such as a dentist, chiropractor, dermatologist, ophthalmologist, therapist, mental health professional or doctor, who offers direct services to your local clients but desires a way to reach a more diverse patient base?
Here is a brief outline of what happened when Lawson Media Services introduced a new form of small business marketing to a few of our customers.
Well long story short, they added two additional forms of revenue to their bottom line and their business income exploded!
Here is why.
The new business card is a book. Yes, you heard me correctly a book. More specifically the old fashion print book. A physical book.
For years, local small business owners have utilized the efficiency of handing out business cards as a form of introducing their business to potential clients. Now, although business cards are still useful in their right, small business owners have grown at a rate that makes giving out business cards the new Halloween candy. If fact, every Halloween a local real estate owner gives out business cards to the children with candy attached knowing that parents will check the candy and see the business cards later. How clever is that?
Anyhow, as useful as that is, imagine the overwhelm of some business cards many of us get on a regular basis. Clients and prospects sometimes get repulsed by the amount of business cards they encounter. You can imagine where your business card is going. That is money down the drain that none of us wants to waste.
I went to a networking event that was geared to help my team, and I get to know other business owners. We exchanged business cards with several dozen other local small business owners. The event was fun and a great way to get out and meet new people face-to-face, but I have a little secret, I have not looked at most of those cards since the networking event. When my team and I compiled all of the business cards we received, I felt overwhelmed and ended up only keeping the cards that I had a genuine and sincere interest in or that I could market my business too. I know this sounds a bit self-indulged but, it is a truth many of us face when we are overthrown with business cards on a regular basis.
On the other hand, My team and I gave out our new business card; it is a book titled “Build Your Business with a Book” and we received several calls from local small business owners afterward and a few referrals!
What I do know from experience is:
Markets are getting saturated, and there is no shortage of companies investing more and more into advertising. However, many local small business owners who render professional services such as dentists, chiropractors, dermatologist, ophthalmologist, therapist, mental health professionals, or doctors do not have the vast marketing budget similar to other large companies.
Local small business owners are told that getting their business on Google is free and efficient but with every other business owner doing the same “free” form of marketing, what is left to separate you from your competitors?
It is becoming tough for small business owners to reach potential customers without paying a fortune in advertising and marketing cost to be found number one on Goggle. Even if you are fortunate enough to rank number one consumers are relying more on peer marketing than business marketing to decide if they will utilize a particular service.
Even so when it comes to needing a professional service such as a dentist, chiropractor, dermatologist, ophthalmologist, therapist, mental health professional or doctor. Think about it and even you will realize that you read reviews and utilize the advice of your peers more than you think. Hence, the reason why we see so many well-known celebrities endorsing household products because we are familiar with the person telling us to buy it.
So what do celebrity endorsements and advertising have to do with the reason you as a local small business owner should write a book? It has everything to do with it.
As a local small business owner and professional service provider, your skills, knowledge and abilities can be expressed to your potential clients inside a book. Your gifts about a particular subject should be written in a book. Once this occurs, your book will help open door that you never thought possible. Soon you will be the celebrity authority making suggestions to others on what services and products to purchase.
Authoring a book has become an effective strategy to differentiate yourself from the competition and increase your revenue.