Billy Sticker argues that trust has become the primary currency in business and marketing. He shares an anecdote about a potential client who was overpromised quick results by previous service providers, resulting in no patients and a loss of trust. Both marketers and clinic owners must prioritize building trust in all communications and services.
Best known beats best, but you still need to be building trust. Trust is the new currency. We are all tired of people overpromising. I was on a call with a potential client earlier today and he said, in 3 months I've worked with a couple of different— or 3 or 4 months he's worked with a couple of different companies. And one of them promised he would see, you know, so many patients in 60 days or he wouldn't pay. He said, guess what? I did not have one patient come in and they still made me pay. So he's losing trust. I mean, does this sound familiar? We all are, are tired of this and we want to build trust. But the same is even true for your office, for your clinic. Not that chiropractors or other offices have broken anyone's trust. It's just that as people in today's economy, we want to do business with people we know that we can trust. So All your marketing should always— you need to ask yourself, no matter what you're doing, you have to ask yourself, is this building trust?
