 Two decades ago I was the medical editor of a health-related publication with a weekly distribution of about 3 million. People LOVED this newsletter. In fact, people who lived and worked in the White House received this newsletter. There was even a special version for Air Force One.
What was the secret to their success? We delivered things that people REALLY want. Here are the ideas that guided our article choices and writing style: What People Want
How well do your marketing messages deliver what people REALLY want? My best, Dr. Vicki PS If you would like to work with more doctor clients in 2021, I invite you to learn more about our live virtual 3-day How to Get More Doctor Clients in 2021 Bootcamp. This is a complete soup-to-nuts blueprint to help you do what's working in 2021. Click here to learn more. The dates are February 16th, 17th and 18th, 2021.
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 My 2020 came to a dramatic close. Within several days, my faithful car of 15 years stopped running, my 6 year old computer ate the manuscript of the current book I'm writing and my ice-maker stopped working.
I was overwhelmed. How was I going to get my life back up and running? I decided to apply some wisdom from the book I'm literally reading right now: Who Not How. The point of the book is that when we want to get something done, the natural question is, "How do you do it?" According to the book, the better question is, "Who can help me do it?" I asked myself, "Who can help me right now?" Then I remembered something that my colleague Brad told me years ago. "My party trick is telling people which car they should be driving." So, I reached out to Brad. He asked me some questions and suggested a few cars to test drive. And he nailed it! I'm now driving a car I never would have even considered left to my own devices, and I'm delighted. You are the WHO to your clients' HOW. What is their HOW? How did you come to be known as their WHO? What is the trigger for them reaching out to YOU? Clarity about the answers to these questions can help you dramatically accelerate your growth in 2021. PS This story is a concrete example of the value of reading. That's why I'm so excited to be launching the Business Book Club. Over the next 12 months we'll read 12 business books and explore how we can apply the ideas to our businesses. If you have already joined, your January book selection should arrive shortly. If you would like to learn more, click here.  Have you ever noticed that the most successful people you know are readers?
It's no coincidence. A commitment to lifelong learning supports growth. Reading books empowers you to integrate thought leaders into your own personal Mastermind. Here are 10 books that have help me develop the mindset, skills and habits that have supported my own success. I would highly recommend all of them as you look towards achieving your 2021 plan.
What are some of your favorite reads? PS I'm exploring the level of interest for new services to help community members achieve higher levels of performance in 2021. What is your level of interest in participating in a Business Book Club? 1= Low to 10 = High There would be a fee associated with participation, and as a member you would get the book selection delivered to you each month, summaries of my take-aways and ideas about how to apply the pearls of wisdom in your business. What level of interest would you have in participating in a Mastermind? 1= Low to 10 = High Please email me with your level of interest of participating in either program. Thanks! 
Would you like to grow your practice in 2021? Webinars may well be the most important tool you have in your virtual marketing toolkit to get you where you want to go. We are pleased to launch our Webinar Masterclass. In six modules, you will learn everything you need to know to inspire your prospects to sign up, show up and step up. I am about to deliver this Masterclass for the first time. I am offering a radical 95% discount to the first group who goes through the course. Enjoy a 95% discount through this Black Friday offer that expires Sunday, November 29th , 2021.  I asked my 23-year-old son what he wanted for his birthday. He said, "A girlfriend."
I witnessed the struggles he faced as he tried to figure out HOW to meet and connect with people in this world of physical distancing. After considering buying him a blow-up doll as a gag gift, I thought about how I could help my son get what he really wants. So, for his birthday I offered to hire him a dating coach. I regularly hire coaches to get faster results--with fewer missteps. I sent my son the names of three coaches and suggested he interview them. He called me last night with excitement. He interviewed a coach he REALLY likes. He said, "But there's a catch. She's really expensive!" And he was right! Her fee is $3K a month. My first thought was, "Maybe I chose the wrong profession!" My second thought was, "How does this coach deliver enough value to justify this fee?" I visited her web site and ordered her recent book about finding your soulmate online. This book is an absolute treasure chest of tips for building relationships in this world of physical distancing that have direct applications in your business. Here's a single worthy tip that you can immediately apply. In the book, the dating coach says, "My clients want to know, 'Do you have a little black book of people to whom you could make an introduction?' I tell them, 'I don't, but you do. It's the list of people who are already in your life. In my experience, 35% of my successful clients marry people they knew before they started their soulmate search.' They don't believe me, but I tell the to trust me and just go through the exercise of making lists of people in different parts of their lives. Sure enough, one out of three of my clients will marry someone they already knew, but just never saw as life partner material." What if your next doctor client was referred to you by somebody who already knows, likes and trusts you? Consider launching a campaign to tap into the "family, friends and fans bucket of leads." This is the time of year when many people send out holiday greetings. What if you adopt a spirit of service and say in your holiday card, "You may not know this about me, but I'm committed to serving the doctors who serve the community. With elective cases being cancelled again, many physicians are facing financial uncertainty. Should you know any doctors, please let them know that I have some free educational resources to help them navigate these difficult times." Then you could decide what those resources would be. A great option is a digital copy of my book The 9 Money Mistakes Doctors Make. You can click here to read the book online. Stay tuned for more training about how to build relationships online. This key skill will support your success in 2021. And consider reading a book about online dating to get some great tips for online relationship-building! Maybe I AM a dating coach after all! A BUSINESS dating coach for people who want more doctor clients. I am grateful for your participation in the Targeting Doctors community and your commitment to serving doctors. Thank you!! Wishing you a lovely Thanksgiving. My best, Dr. Vicki Vicki Rackner MD  If you’re like most people, hearing NO can take the wind out of your sails.
Responding emotionally to NO’s can take the wind out of your SALES. Consider this: lions catch their prey in only one out of four hunts. Wolves are successful 14% of the time. They don’t give up hunting when the gazelle escapes; they simply look for the next opportunity. Some animals invent or learn new hunting techniques. Orcas have learned to create bubble nets to trap and eat more fish. Intellectually you know that you WILL hear NO from prospects and clients—not to mention loved ones and friends. How do you continue to move forward with enthusiasm and passion? Remember the great line from The Godfather, “It’s not personal, it’s just business… ” When I hear NO I think back to those much loved and sorely missed restaurant meals. I see the waitress coming around with a carafe of coffee, asking patrons if they want a refill. Some say yes, and some say no. The waitress does not get emotional about the people who say no. She knows it’s not about her; it’s about whether someone wants what she’s offering in the moment. She focusses on the people who are delighted with her offer. So can you! Keep putting your offer in front of more prospects who see your value. Be like the orca and learn new ways of doing it. This kind of resilience and grit will help you achieve the business success you seek. You may reproduce this blog with the following by line: © 2020. Vicki Rackner MD is an author, speaker and consultant who offers a bridge between the world of medicine and the world of business. She helps businesses acquire physician clients, and she helps physicians run more successful practices. Contact her at (425) 451-3777.  Yesterday I attended yet another Zoom funeral service for a much-loved man. Leonard left an impressive legacy. Friends described themselves as adopted members of Leonard’s family. He was kind. He expressed a true curiosity about what was happening in the lives of others. He was quick-witted, intelligent and joy-filled. I had to wonder: how many people shared these thoughts with Leonard when he was alive? If you have been part of this community for any amount of time, you will know that I have a favorite marketing activity in November: Launch a Thanks Giving campaign. Each day, compose one to five hand-written notes letting people in your professional circles know why you are grateful they are a part of your life.
If you want to take this to the next level, thank people who have impacted your personal life.
As you go about your days, look at the individuals who cross your path and imagine, “How would my life be different if they did not show up today?”
Approach these people and say, “Thank you for doing what you do. Here’s how you make my life better.” Don’t wait until someone dies to say something nice. Life is short, so let people know how and why they make a difference today! I am grateful for your participation in the Targeting Doctors community. Thank you!! You may reproduce this blog with the following by line: © 2020. Vicki Rackner MD is an author, speaker and consultant who offers a bridge between the world of medicine and the world of business. She helps businesses acquire physician clients, and she helps physicians run more successful practices. Contact her at (425) 451-3777.  My 70-something year old neighbor Jan was up before dawn today, and will not return home until long after sunset. She volunteered to be a local polling place judge.
Jan balanced her own personal risk of contracting COVID —as well as the discomfort of rising many hours before she normally does.—against her conviction that every American has the right to be seen, heard and counted. This has been a difficult year. It’s easy to get sucked into the darkness. Martin Luther King said, “Only in the darkness can you see the stars.” Jan's act of service is the light in a dark election season. Be the person who sees the stars. Notice acts of kindness. Share them with others. And go vote! You may reproduce this blog with the following by line: © 2020. Vicki Rackner MD is an author, speaker and consultant who offers a bridge between the world of medicine and the world of business. She helps businesses acquire physician clients, and she helps physicians run more successful practices. Contact her at (425) 451-3777. |