The other day I watched a TV interview with the producer who started The Ski Channel. While he talked about how popular the channel had become, they showed lots of clips:

I noticed there were no clips of cross-country skiing on The Ski Channel.

I wasn't surprised. When viewers fantasize about skiing, we want to fantasize about the most thrilling parts. While cross-country skiing can be pleasant enough, it's not thrilling. (Sometimes it's just exhausting.)

Downhill skiing, on the other hand, is THRILLING. That's because gravity does the hard work of moving your body forward while you just concentrate on steering. (OK, that part's not easy. But it beats trudging horizontally.)

Reminds me of..........

Here's where we see a direct analogy between downhill skiing and e-newsletters.

E-newsletters use trust the way downhill skiing uses gravity. A natural force takes care of the hardest part of the job. So you get to move faster.

High-Trust Business

Since you're in one of the most high-trust businesses on the planet (an X-Treme medical specialty) it behooves you to market your practice from a platform of trust.

Patients who already know about your competence (nay, brilliance) will meet you halfway. They're not such a tough sell.

Don't Sell - Propel

That's why marketing professionals say:

"Marketing to your clients is 10 times easier, and cheaper, than trying to get new clients."

Simply put: people buy from people they like and trust.

Like Paying Taxes, Selling to Strangers Never Ends

Of course, you still have to seek out new patients. You can't have a static patient base.

But when it comes to spiking profits, take full advantage of your loyal patients. They're the low-hanging fruit. Make it easy and attractive for them to come back. They'll reward you with a revenue stream that will lift your practice up. You won't have to strain so hard and you can relax from all that cross-country trudging.

You might even get in a few somersaults.

Yours in continued prosperity,

Joyce Sunila
President
Practice Helpers