Introduction by ebook's author:
My name is Burton Kent, and I’ve worked with dozens of acupuncturists on their advertising and marketing. Experience led me to a system that allows you to avoid advertising almost completely, and never have to “sell” yourself. If you want to get patients without any of that wasteful advertising/selling/marketing stuff, this may be the most important thing you’ve read this month.
There’s one thing that separates the most successful practitioners. Just one thing that separates a successful practice from a closed clinic.
For most practitioners, the single biggest source of new patients… is referrals from old patients. This is also true for many small businesses. Everyone from accountants to mechanics get referrals – and they get them more reliably than AOM practitioners.
Usually people know when a referral is needed. People know they need a mechanic or a hairdresser. This makes the referral almost automatic for them, but not for you. People almost never know when they need an acupuncturist. Referrals just don’t happen as often for AOM practitioners. Nowhere near as often as they should.
Before I read “Never Market Again” I tried out a lot of marketing ideas. But nothing really worked all that well. I wasted some money on newspaper ads which produced a few calls, no new patients, and a few thousands wasted away. I also tried an e-mail newsletter, which on its own is not that great and a lot of work. Just before I read your book, I planned a direct mail. And I spent too much money for the returns, but interestingly enough I got 3 new patients (out of 4 calls from over 1000 postcards).
I got to the point that I was even not that excited when someone called me because I would get into a discussion about Qi, blood, heat, and cold knowing they would give me a funny look. Then we would discuss money and I would never hear from them again.
I was feeling so frustrated, I was considering what else to do with my life. My practice wasn’t growing like I need to be to make a living, and I have another job to make ends meet for me and my family.
It’s been less than a month since I read “Never Market Again.” It has been a great month. I have gotten 7 new referrals. One of the funny things was I just thought about the thank you system, and put the idea into the world, and patients began referring their friends, it was great. Then I reinforced it with the new patients. So a patient from last summer referred her daughter, who referred her husband, who referred his father.
I have only put a small part of this system in place, and can’t wait to see what the whole system does for me. It’s inexpensive and it works. I am not sure how to put this, but it changed my life. I read it just at the right time.
Even so, you are receiving referrals. Maybe not as many as you’d like, but they happen. It’s great when it does – there is no better form of “marketing.”
It can take years to really become established as a practitioner and reliably get referrals. You’ve probably heard the conventional wisdom – it takes five to seven years. If… Read more…
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