Welcome back.
Yesterday, I defined what a lead really is.
Today, should Chiropractors generate “leads”?
In most cases, the answer is….
No.
Here’s why…
The majority of people who go to Chiropractors for the first time do so because they are in pain and the majority of people who aren’t in pain don’t go to Chiropractors.
That’s just a fact.
It’s not good nor bad.
It is what it is.
Therefore, wouldn’t it be wise to create marketing that targets people in pain?
Yes, but that doesn’t mean that you need to generate a “lead”.
A lead is typically someone who will “convert” at a later date.
A lead needs steps, offers, expiration dates, bonuses, etc. to convert.
These strategies are not ideal for the business that Chiropractors are in.
And what business are you in?
You are in whatever the general public ALREADY THINKS that you’re in.
What you know, think, or want to present is irrelevant.
To THEM, you are in the neck and back pain relief business.
What they discover and accept after you first give them what they want varies from office to office.
Okay, back to who your market is and why you don’t need to “lead generate” to attract them…
Like I said, leads need steps, offers, expiration dates, bonuses, etc. to convert.
But someone in pain can and often does “convert” in one day.
So in your mind, it would serve you well to consider anyone who is currently in pain as a lead.
No need to generate them.
All you have to do is answer the question, “Why should I go to you versus all my other options including doing nothing at all?”
Tomorrow, I will show you exactly how to answer that question.
