04 Feb Marketing Worries Solved: Dr. Oz’s #1 Genius trick for business marketing, whether you’re a dentist or own a flower shop.
In the 1900’s most companies followed a product oriented strategy.
They relied heavily on the quality of a product or service
to do the selling for them. Fast forward to the 1950’s and 60’s
(The Mad Men era) that’s when companies began to embrace
a marketing oriented strategy.
These smart companies realized that
simply possessing superior services and products wouldn’t cut it.
By focusing on how the product or service was packaged and presented
to the customer. They far out sold their competitors.
It’s no different if you own a dental practice, chiropractic, or
doctors office all the way to a donut shop.
The quality of your product or service comes second to people’s
perception of your product or service. Entrepreneurs
need accountants, clerks, lawyers and researchers but,
only sales and marketing bring in the cash flow.
A business cannot thrive or succeed without it.
In order to scale your business you either must master
Or hire someone who has. Either way I suggest being a student of it,
because even if you hire it out, knowing your stuff will aid you
in weeding out the frauds and phonies while preventing you
from becoming their next marketing victim.
Marketing has three main functions
- Attract new customers
- Sell more to existing customers
- Turn existing customers into crusaders for your business, while converting others.
Take Dr. Oz for example, there’s been much turmoil in the medical industry
surrounding the validity of his health advice. According to a number of his peers
much of the pseudoscience he promotes contradicts certain clinical research.
In fact in 2015 a group of 10 prominent and well respected physicians signed a
petition to have Dr. Oz dismissed from
Columbia University’s staff. Which leads to another lesson that
the more you dominate a market the more detractors you’ll have.
Which is fine because guess what?
Dr. Oz at the time of this writing is still a member of Columbia University’s staff,
his show is still watched by millions of viewers regularly and he is still known
as “America’s Dr.”
Now admittedly I’m no doctor or physician so I’m not here to argue for or
against the validity of Dr. Oz’s advice.
But there is a marketing lesson to be learned here.
And it’s this…
Ever go into a store to make a purchase but end up telling the clerk you’re
“just looking” when they ask to help you find what you went to buy
in the first place? Have you ever noticed that Dr. Oz is constantly hounded
for his health advice?
Well there’s basically three ways to sell a product or service. Push, pursuit,
In my opinion attraction is the best. In the words of marketing genius Dan
Kennedy it turns you from annoying pest to welcome guest.
When you attract customers your relationships are 10x
more productive. They’re more likely to take your advice
and pay higher fees with little to no resistance.
On the flip side…
When you chase and push it turns your business into a commodity that has to
compete on price and convenience. A terrible position for a business to be in.
So the key is to position yourself in the mind of your business prospects as a
trusted advisor or authority figure… rather than a sleezy salesperson.
People are conditioned to listen to and follow authority figures, but hate being
They want to feel as if they are in control and coming to their own
conclusions. This is Dr. Oz’s #1 genius marketing trick, he
provides his listeners with a lot of helpful and useful
content they can use and get immediate results with.
Juxtapose this with the average small business owner who lacks
sophisticated marketing strategies and systems, and relies heavily
on what I refer to as a one night stand approach. Sales wise they’re
doing the equivalent of parading around town with their zipper
open asking “who wants some?”
Instead they should Court their audience. Develop trust with them,
and then move the relationship toward a sale.
Which camp do you fall in?
Written By: Kelsey Henderson Posted on: February 3, 2020