Why “Anyone With a Spine” is NOT a Target Market
One of the first questions I ask my Part-Time Million Dollar Cash Practice clients is about their target market. And I have gotten answers ranging from “anyone with a spine” to “working moms” and everything in between. I’m here to tell you that none of those are good enough answers. None of those give you enough of a direction to create a successful practice. Most successful businesses have created a niche that is very specific, and targets a very specific demographic.
The riches is in the niches. There is a whole book on this topic called ‘Blue Ocean Strategy’. The author talks about the fact that most markets are red oceans. Specifically, in the chiropractic world the sea is full of blood because the same group of sharks are feeding on the same small pool of fish. His analogy, not mine.
By finding out what you LOVE to do within chiropractic and who your ideal patient is, you can create a specialty or uniqueness that is valued and sought after by your ideal group of patients. In other words, defining your target market and making it really narrow will create a whole new ocean where no other sharks exist, and plenty of fish for you to feed on.
I’ll give you an example. When I first opened my office doors, I wanted to have a family practice. And because I had a unique approach (doing corrective care), I had a specialty. But my niche (families) was not narrow enough. It wasn’t until I started to focus on kids, and then shortly after, kids on the spectrum, that my practice completely transformed itself. I could have stopped marketing, advertising, lunch and learns, etc., and through word of mouth and referrals alone, continued to thrive.
By having a specialty AND narrowing down the target market (kids on the spectrum), I became the go-to doctor in my community. When I asked parents of kids how they found us, 8 out of 10 times it was through another parent, teacher, or therapist who’d had heard about Dr Nona and her transformational work with kids on the spectrum.
How can you narrow down your target market? And how are you different than the guy down the street? Perhaps contemplating on this would be the single most important thing you can do in order to move towards massive success effortlessly.