Are you specialized enough?
© 2007 - 2009 Kendall SummerHawk
I thought *I* was until I met Equine
Eye-specialist, Dr. Rueben.
Wait until you hear how he's using the
phenomenon of specialization and how you can model his technique to strengthen and increase YOUR business.
Now, most vets are pretty scruffy around the edges. After all, they spend most of their time driving around the county in older, dirt splattered SUVs just so they can tromp around dusty barns and muddy fields seeing one patient at a time. Not to mention that their patients are large, scared animals who are not feeling well and not too happy to see the vet since all he seems to do is poke and prod them (they don't always associate their healing with his visits).
Not Dr. Rueben.
He wisely chose not only to specialize but to specialize in something that is often used on an emergency basis (meaning, we'll pay anything and do anything to help our animal get better).
His patients all travel to him. So picture this:
three or four horses and their owners, all lined up waiting for the specialist to arrive, We're lined up like airplanes ready for take-off when Dr. Rueben wheels up in his sleek, black Mercedes.
He hops out of the car, flanked by two attractive assistants who are there to make sure he doesn't do ANYTHING except focus on his patient. He doesn't touch any forms or make up an invoice. Heck, he doesn't even hold a clipboard! His assistants take care of all of that for him.
Did I mention that instead of wearing the usual jeans-and-stained-shirt garb most vets wear, Dr. Rueben is in a suit. A very NICE suit, silk tie and all, followed up with expensive Italian shoes.
(Smart guy - his practice is devoted to working on the end of the horse that stays clean!)
One other point of brilliance on the part of our esteemed Dr. Rueben...his marketing budget is nil. Why? Because he is in-demand based solely on referrals from other vets. Not a bad way to guarantee a steady stream of business, don't you agree?
So what can YOU learn from Dr. Rueben that will help you with your business?
For starters, if you haven't already chosen a specialty, now is the time! (And if you already have a specialty, now is the perfect time to hone it so you are super-focused).
Without a specialty, marketing and growing your business is tough (and who wants
that?!!)
But once you have the RIGHT specialty, it's like being handed the keys to the kingdom.
Imagine...people actually standing in line, waiting to work with YOU.
No quibbling over fees. No time for marginal clients that clutter up your life. No wondering how you're going to get your next client.
Just day after day of admiration by people who love what you do for them and are happy to pay to have YOU in their life.
That would feel pretty good, wouldn't it?
BUT...do you need some help choosing the RIGHT specialty?
You see, picking a specialty won't work
unless you KNOW there's a market for it AND it's something you LOVE to do. You can't have half the equation and expect to get 100% of the results.
That's why I created Brand Authenticity 2008, Marketing, Mo-ney and Soul.
It's the ONLY program I know of that helps you get EVERYTHING about you and your business powerfully lined up for breakthrough success - your heart, your head, your marketing, your time, your ideas, your mo-ney, even your body.
There's no reason why you too, can't have new clients lined up waiting to work with you, signing up for your programs, buying your info products and more!
BUT...you need to take action now because we're already 40% SOLD OUT and one of the REALLY cool bonuses expires this Saturday, March 15th.
About the author:
Kendall SummerHawk, Million Dollar Marketing Coach, delivers smart, savvy ways entrepreneurs can turn their hectic business into a smooth-running, fun, 6-figure money-making dream. To learn more about her book, Brilliance Unbridled, and sign up for more FREE tips like these, visit her site at http://www.kendallsummerhawk.com
NOTE: You are welcome to “reprint” this article online as long as it remains complete and unaltered (including the “about the author” info at the end). I would also appreciate a copy of your reprint sent to kendall@kendallsummerhawk.com