A number of podiatrists still fear marketing because they feel they need to be a great salesperson, a smooth talker, or have the gift of the gab, but this couldn't be further from the truth.
Marketing is nothing more than transferring information from one person to another.
So, if you hate the word marketing, replace it with exchanging information because that's all it really is.
Below are seven common myths that I believe are holding business owners back from using marketing effectively:
MYTH 1: IF I DO MARKETING, I'LL BE PROMOTING MY COMPETITORS
Yes, you will; when you market your business, everyone in your industry will benefit, so get over it and move on.
However, if your competitors do happen to get a small piece of the pie, say 10%, do you care if you're getting the other 90%? If you're the one putting in the effort, you will be the one that benefits more.
MYTH 2: MARKETING IS JUST ADVERTISING ISN'T IT?
No, it isn't. Advertising is just one small part of your overall marketing strategy; advertising is what people see, whereas marketing is what people do not see.
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If you place an advertisement in a newspaper or an online equivalent, this is just the tip of the iceberg; it's the part your potential patients see. However, the headline, layout, positioning, fonts, target audience, demographics, and timing (days of the week) are all marketing. Therefore, there is a big difference between advertising and marketing.
MYTH 3: MARKETING IS UNPROFESSIONAL
All marketing can be unprofessional, especially if it's done in poor taste, but how can it be unprofessional to tell a 'patient in need' that you can provide a solution to their problem or put an end to their pain and suffering?
If you work extended hours, making it easier for people to utilise your podiatry services, how can this be unprofessional? It's not the exchange of information that's unprofessional; it's how it's delivered.
MYTH 4: MARKETING IS EXPENSIVE
All marketing, regardless of the type, is expensive if you do not get a return on your investment.
I've always invested a percentage of my gross turnover back into marketing, and I think this is a strategy every podiatry business owner should adopt. As you make more, you reinvest more.
However, not all marketing activities cost money. Sometimes, you just need to stay alert and invest some time. Speaking at your local Rotary will cost you nothing except time.
MYTH 5: MARKETING ATTRACTS TOO MANY TYRE KICKERS
This is not true, but if your marketing message is too broad and not specific enough, it may attract a lot of enquiries, which may tie up your time.
Therefore, your marketing message should be simple and always directed at your target market. Doing this will attract the sort of patients you want and far fewer tyre kickers.
MYTH 6: MARKETING TAKES UP A LOT OF TIME
Marketing does not take a lot of time, but it does take some time, and every podiatry business owner should be prepared to spend a few hours each week evaluating their past, present and future marketing activities.
If marketing is not your thing, that's fine. Ask your team to get involved; you may be surprised by some of their hidden superpowers.
Alternatively, you could outsource this activity. It doesn't matter who does it; it just needs to be done, it needs to be done right, and it needs to be done regularly.
Through my one-on-one coaching, I have helped a lot of podiatrists develop robust annual marketing plans that are easy to follow and implement.
MYTH 7: I'LL NEED TO PAY BIG DOLLARS FOR A MARKETING COACH
Once again, this is not true. However, if you're not good at marketing, then yes, you may need some assistance, as I mentioned above, but the return you will get on your investment will far outweigh the costs.
Too often, podiatrists cut corners to try and save money, but in the end, it costs them money.
Confusion
If marketing still confuses you, that's fine; just don't hide from it. Instead, embrace it and learn all you can to make it a big part of your business life.
If you have any questions after reading this article, please email me at
Do You Think Differently from the Average Podiatrist?
If you do, I want to let you know you're not alone, and most of my coaching clients feel the same way, which is why they chose to work with me over a larger cookie-cutter coaching company.
My coaching clients do not have big egos; they are quiet achievers and like to fly under the radar, but they do want to evolve their podiatry businesses into something special, something they can be proud of and say, "This is mine".
If this sounds like you, we should talk.
I recommend following the link below to my calendar, where you can easily schedule a free 30-minute Zoom call with me.
I guarantee that after we talk, you will have far more clarity on what is best for you and your business.
Also, don't forget to check out the NEW Podiatry Legends Podcast website, my YouTube channel, Tyson E Franklin, and my upcoming Events.
