How To Market A Local Chiropractor As A Speaker?

Publicity, Services

I am just starting to market myself to local chiropractors, as I have seen a need (via ads, etc) for what I can offer them. Have gotten a couple responses already to only a dozen I have emailed with my attached letter- one wants ONLY for me to get him into local companies as a one-time speaker (obviously he doesn’t GET that marketing takes more than 1 talk!!), in & out, another might contract with me to do various marketing projects, including company events/health fairs, etc- he is offering $15-20/hr + undetermined “bonus structure”- I am just seeking advice from marketers who have worked with chiropractors in the past, about pricing strategy. Any advice you can give would be helpful- not sure if I should do an hourly rate or flat fee, and if a flat fee, what is reasonable- per company I get him in, etc?

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Jay’s Answer: Your confusion is because you’re unclear about the value of the service you’re providing.

  • You can charge him a % of his perceived value (in $) to the chiropractor of appearing as a speaker.
  • You could charge him a % of the business that results from the appearance, but you’ll have a harder situation to monitor and also can’t control their speaking effectiveness.
  • You could charge him a flat fee for each speaking engagement.
  • You could charge him an hourly fee for your effort.

As for what’s best – it’s a combination of your skills, their needs, and their budget. From their perspective, getting the engagement has value, but your time doesn’t. Therefore, a % of perceived value/flat fee makes sense. What’s fair? If you’re unsure, ask local PR people for their fee structure. That’ll help. Realize that the chiropractor doesn’t sound like they want a long-term relationship with you: they simply think more speeches = more clients = more $. So, create a short-term fee structure that’s fair for your time and their response.

A Tagline For Increasing Service Business Profits?

Names + Taglines

In addition to my greeting card marketing and video business card businesses, I am developing a consulting practice for service based businesses. I help businesses increase their profitability by teaching them strategies to improve client loyalty, increase repeat business and generate referrals.

I will just be using my name as the name of the practice so I need a tag line that tells people what I do and why they need it (what their results will be). I have developed a proprietary system that I am in the process of trademarking however the key items I want to get
across about my service and the system are:

  1. That’s it’s a turnkey solution and is easy to implement.
  2. It’s customizable for each co’s unique needs.
  3. Cost effective.

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Jay’s Answer: Here are some ideas to get you thinking:

  • The Simple System For Growing Your Business (“simple” = easy to implement, “system” = what you do, “growing your business” = benefit and customization)
  • Simple Steps To Boost Your Business (“simple steps” = easy, “boost business” = benefit)
  • The No-Brainer Way To Improve Your Bottom-Line (“no-brainer” = easy, “bottom-line” = benefit for business)
  • The Strategy For Increasing Your Profitability (“strategy” = big plan, “your profitability” = benefit)

How To Market Conservation To Absentee Landowners?

Names + Taglines, Publicity, Services

We are developing a marketing/pr campaign to target absentee landowners (landowners who do not live on their land) into implementing conservation practices and/or seeking assistance for their conservation questions. We were tossing around “Have you walked your land lately”. This was to encourage them to visit their land (with assistance from their area conservationist) to make sure they know it’s current state. We need to get across the message that they need to be concerned about their land and that free assistance is available for them to help assess their land. We are also providing them with information about what conservation programs are available to help them protect and preserve it. There are two campaigns that don’t necessarily need the same message. One is for land that is primarily forest, the other for land that is crop or recreation land.

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Jay’s Answer: “Have You Walked Your Land Lately?” doesn’t reinforce your offering: free assessment and conservation. Some ideas:

  • Who’s Minding Your Land?
  • Entrust Your Land Forever
  • We Help Protect Your Land For Free
  • Have Your Land Enjoyed For Generations

How Should I Plan My Chamber Open House?

Clubs + Associations, Publicity, Services

I am planning for an open house with my Chamber of Commerce to promote my private mental health counseling business. Do you have any ideas or resources to order materials for such. Since my areas will be with children, parenting, and substance addictions, I’m thinking about having informational handouts, business cards, and promotional items such as pens, but don’t have it all together.

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Jay’s Answer: While you’re at it, invite your local parents’ groups to your open house.

I’d have separate handouts for each of the areas you specialize in. Each of these handouts would talk about what problems that this group has that you can help with. Testimonials would be a plus.

Your goal at the open house is to network – to talk to people and find out how satisfied they are with their parenting and family, and offer your skills to help improve it. You want to build trust in your skills and personality. I’m sure you already know how to ask great questions and listen to their answers. You just need to do this in a business setting first.

Help Me Name My Baby Shop

Names + Taglines

I am currently looking to start a small business. I am struggling on a name. Its going to be a baby shop. I am going to carry baby carriers, diaper bags, clothing up to 5t, shoes, and anything that I see a need for in my area that you just cant run out and get. I am going to start small and work up from there. I was thinking of the name baby days, what do you think or do you have a better suggestion?

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Jay’s Answer: The problem with names is that it’s not enough to bring in the people. For my clients, it’s actually one of the last pieces of the marketing puzzle. The first is a targeted marketing strategy, identifying who the target market is (demographics & psychographics), what makes you unique, your competition, etc.

A name is just a name – but the meaning behind the name, the experience people get, the word-of-mouth you encourage – that’s what will create an everlasting business. Far too many people spend the wrong amount of effort on just the name to create “wow”, and never create a vibrant business.

Here are some ideas to get you thinking:

  • Raising Baby
  • Bringing Up Baby (perhaps a tie-in to the 1938 comedy?)
  • Bay Bee Essentials (If you’re located near water. Pro is it gives you a strong logo. Con is that it’s a little obscure)
  • Lil’ Essentials (Slightly obscure – people may not connect “Lil’ to mean Little”)
  • Quick! Baby Stop (or Baby Shop) (a play off of Stop & Shop Markets)
  • Amanda’s Babies
  • Little Hands and Feet
  • The Little Baby Store

How Can I Get A Sponsor/Investor For My Game?

Products, Starting Out

After 8 years me and my partner finished a new generation of games for the game market. First we report to our main game called Eragra and its first edition. In co-operation with people around the world by paying some or making contracts we almost done the first edition.. Isn’t about just a game but a new whole world mythology which is developing into books, movies, animation and so on. In few months i will move to new york cause we already talk to the appropriate companies and we are in a very good way but to finish it completely i need enough money for the prototype etc. That what i need is a sponsor and right now in fact. Some of our past ideas which we haven’t enough money to “patent” them are already released to the world game market. I need money to finish it and in few moths i can show to all something completely new. We have already done some “commercial” effort through net and thousands of people around the world are interested.

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Jay’s Answer:
Is the game a board game or an online/video game?
If it’s a board game, make sure you copyright all the images.

It sounds like you’re looking for investors (if you want to produce the game yourself) or distributors (if you want to license the game to others to sell/market for you).

If you’re looking for investors, you’ll need to create a business plan, showing how much interest is already in your game, your plans for distribution, estimated profitability, etc.

If you’re looking for distributors, you’ll need to first identify distributors that offer similar products to yours and contact them directly. No doubt they have a website with contact information for inventors such as yourself. Additionally, there are game conventions around the world where you can both exhibit and “network” with potential partners.

How To Brand a Software Vendor?

Branding, Names + Taglines

I am working for a software vendor dealing with analytics and credit risk management in the financial services industry. At the moment we are working on a solutions tour and needs to brand that…..at the same time we need a theme ..for instance, our competitors has used “The Power of Analytics” as a theme ..we need to think of something along the same line..any ideas.

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Jay’s Answer: Think the key benefit that your clients get from using your software. “The Power Of Analytics” talks about the technology, not the benefit. For example:

  • Top Ways To Reduce Credit Risk
  • Protecting Your Bottom Line
  • Lower Risk To Your Shareholders

How Can I Generate Capital For My Movie Project?

Starting Out

I am involved in a low budget movie project and am looking for ideas to generate capital. Our goal is to bring in 300k-400k. We’re looking for any suggestions for any business plan items that pertain to the film industry. As well as ways to bring in some more financial backing.

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Jay’s Answer: The simplest way would be product placements. But you’ll need to prove that your movie would get sufficient exposure.

If you have a well-respected team, then network.

If you’re unknowns, then aim even lower-budget, and bankroll it yourself (at least until a film festival picks it up and gives you exposure for distribution).

A Tagline For A Ministry Service?

eMarketing, Names + Taglines

I need a tagline for a website that I am developing. Need a Minister, Inc is a ministry that will perform services such as weddings, funeral officiating, marriage and spiritual counseling, speaking engagements (for churches, seminars and family retreats).

The targeted population is women of all ages, folks that are churched and unchurched and need these services.

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Jay’s Answer: Try these on for size for: Need a Minister, Inc:

  • Religion Delivered For Your Ceremony (answers the response to your business name)
  • The service that you want. (speaks to un/churched members)
  • Spirited Services For Family Ceremonies. (“family” speaks to women)
  • Bringing The Church To Your Ceremonies (focus on the benefit)
  • Religious Ceremonies For Your Spiritual Events (Spiritual will appeal to un-churched prospects)
  • Personalizing Your Next Spiritual Event (benefit is personalization)

How Can I Improve My Medical Trade Book Marketing?

Names + Taglines, Publicity

What’s a catchy tagline for a direct mail ad to pitch the sale of a medical book? We are publishing a book and we want to introduce it to the market. It is a trade book on Cardiology and the audience would be medical and healthcare professionals, including doctors and professors.

It would be a postcard, so it would be a headline followed by copy that would promote the book and inform the target audience of its arrival and possibly a blurb to let them know what to expect from the book.

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Jay’s Answer: First, create a brochure website for the book. The site would have some sample sections, testimonials, peer reviews, etc. Additionally, an opt-in page to get people who are interested in the book early to sign up (perhaps also an early order discount?). People searching for cardiology books might stumble up on your site (once you get backlinks from trusted medical/book sites).

Given your audience, you don’t want it to be “cute”. But you do need to focus on what this book has that the myriad of others doesn’t. What makes this book so good that they should buy it immediately? Also, why should they trust this new book instead of their well-used books already on their shelf?