It is the most common cocktail party question asked, “What do you do?” The answer is simple, right? I am a chiropractor should be enough, but that does not tell the whole story. People make assumptions that they understand what a chiropractor does, which is worth its own conversation, but how you describe your practice is how you differentiate yourself from other practices.
by Braxton Pulley, D.C. in Marketing Basics on Thursday, July 14, 2016
So how is your practice different?
That’s where the elevator speech comes in. An elevator speech is a short, concise way of describing what you and/or your business does. The name comes from the 20 or so seconds you have in an elevator with someone unfamiliar with you or your company.
For my practice, East Village Chiropractic, our motto is “Healthy by choice, not by chance.” Not only does it describe me personally, but it is our elevator speech – the words we use to describe our practice philosophy. We focus on how we can help, we find out what is wrong and then refer out what we cannot help solve.
This is key. We cannot be everything to everyone, and we are careful to not overpromise. We have formed key relationships with other professionals that can help solve health issues that we cannot. And, with these referrals, we are confident we can best help our patients be more active and healthy. In addition, it helps our patients make their own referrals to their friends. They won’t talk about the specific chiropractic procedures but how their treatments are addressing their health concerns. It’s a win-win.
The simplicity of our message helps each of us at East Village Chiropractic talk about our practice in a concise and consistent manner. This is important as we look at building a brand that is recognizable throughout the community. It also creates the foundation for our advertising, marketing and social media strategies.
So, how are you going to answer the question the next time someone asks about your business? Make sure it is simple and straightforward and explains the value of our practice and you’ll be well on your way to a successful elevator speech.