rals as I do – over 50 new patients per month. We can build brand champions by providing our patients with reasons to tell others about our product. Not every pa-tient will become champions of our brand because it takes a special individual to become a leader and voluntarily go out of his or her way to spread the good news of your product. When certain patients begin to refer multiple new patients to me on a regular basis, I offer them the opportunity to tell their story through a written or video testimonial. Personally, I have accumulated over 40 written or picture testimonials and 25 video testimonials. 5.Brand champion marketers One of the jobs of a word-of-mouth marketer is to take advantage of that new love and enthusiasm from a brand new customer who is eager to share the excitement of work-ing with you. Remember that new patients are the ones most likely to talk about you, so be prepared to “blow their minds” on their initial visit. You’ll also want to come up with a regular plan to occa-sionally ask your longtime customers to spread some word-of-mouth about you. They’ll be happy to support you – you just need to remind them and let them know it would mean a lot to you. Andy Sernovitz who wrote the book, Word of Mouth Mar-keting, says people champion your brand for two reasons: they like you and your stuff, and they like to feel smart – they want to help friends by sending patients your way. The single most common reason people don’t talk about a product or business is because it is not worth talking about. Even “good” products aren’t good enough anymore. To earn word-of-mouth, you have to truly make some-thing great, deliver an incredible service, and take fantastic care of your customers. Even when you offer great products and services, you’re not done. That just gets you a seat at the table. To get people talking, you need to do something special, surprising, amazing, unexpected or thrilling. The second most common reason people don’t spread word-of-mouth – even after doing all this amazing stuff – is because we forget to ask. We create an incredible product. We deliver amazing service. We absolutely thrill the patient. At this point, ask patients who can refer your brand to oth-ers to do a written or video testimonial. It really is that simple. Just ask. Your happy customers would love to help. Lastly, like I have said in the past: Remember, you are the expert in your profession. This means you should not expect to also be an accountant, a bookkeeper, a magician, and a fabulous writer. Know what you are good at, where your limits are, and when you need to step away. Surround your-self with people who are experts in their own areas. This will naturally make you and your practice look good, while al-lowing you to work less and be more. www.Cndoctor.ca CND_HammerCo_Dec20.indd 1 December 2020 Chiropractic and Naturopathic Doctor 17 2020-11-06 2:30 PM
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