When David Frisk Frick interviewed Paul McCartney for a Rolling Stone article, he asked the famed Beetle about the wealth the band created.
Paul McCartney said, “Somebody said to me, ‘But the Beatles were anti-materialistic.’ That’s a huge myth. John and I literally used to sit down and say, ‘Now let’s write a swimming pool.’ We said it out of innocence. Out of normal, f*king working-class glee that we were able to write a ‘swimming pool.’ For the first time in our lives, we could actually do something and earn money.”You want to drive revenue.What is your one activity that’s your version of “writing a swimming pool?”
I argue it’s building your list.
The single question financial advisors most frequently ask me is, “How do I get my message in front of more doctor prospects?”
In the Cracking the Physician Code course–AKA “Medical Marketing School”– we talk about three buckets of leads:
- Family, Friends and Fans: people who already know, like and trust you.
- Power Partners: people who have relationships with your ideal clients. You may call them centers of influence.
- Doctor Information Seekers: doctors looking for answers to their questions.
I am coaching a high-performing financial advisor on his way to breaking seven figures. My client told me, “I want to build an automated lead generation system so I can scale the business and have it generate income while I’m on vacation.”
We are implementing strategies and tactics to reach out to doctor information seekers—ie cold traffic. We’re filming video content for both organic social growth and paid ads.
Creating great content and crafting magnetic marketing messages does not happen overnight; we’ve made a significant investment into this campaign.
In the meanwhile, almost every week this advisor tells me about the wonderful new client he’s onboarding.
I regularly ask him, “How did that client find his way to you?”
The answer is almost always the same. “It was a referral from an existing client.” Or, “It’s from the CPA who already sends me lots of clients.” Or, “It’s from someone in the audience at my recent presentation.”
And I regularly point out that the fastest, easiest an most effective lead generation system is this: invest to become the go-to guy or go-to gal among targeted groups of doctors who network together.
Why?
The rate at which you build relationships with doctors is the rate at which you build trust.
Doctors are targets of financial predators; most doctors, including myself, have been victims in some way or another.
As you know, I’m a retired surgeon. How did I find my own financial advisor? I asked my physician buddy, who told me that his financial advisors did a good job for both his family and his wife’s nonprofit.
Great! As far as I was concerned, I had chosen my financial advisor based on my trusted buddy’s recommendation.
Facebook ads may make complete sense for your practice. However, please take a breath and ask yourself some important questions:
- “Am I already reaching out to people who already know, like and trust me and letting them know I serve the doctors who serve our community?”
- “Am I building relationships with the right Power Partners?”
- “Do my existing clients know the broad scope of problems I solve?”
Cultivate a culture of introductions. Grow your list of prospects by addling links in your chain of trust by beginning with existing relationships you have nurtured. It’s the fastest, easiest and most cost-effective way generate more revenue.
Build lists of your people. That’s where the magic begins. That’s how you “write a pool.” |
