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Posts Tagged ‘un-advertising’
Tuesday, February 16th, 2010
DETERMINATON
In 1883, a creative engineer named John Roebling was inspired by an idea to build a spectacular bridge connecting New York with the Long Island. However bridge building experts throughout the world thought that this was an impossible feat and told Roebling to forget the idea. It just could not be done. It was not practical. It had never been done before.
Roebling could not ignore the vision he had in his mind of this bridge. He thought about it all the time and he knew deep in his heart that it could be done. He just had to share the dream with someone else. After much discussion and persuasion he managed to convince his son Washington, an up and coming engineer, that the bridge in fact could be built.
Working together for the first time, the father and son developed concepts of how it could be accomplished and how the obstacles could be overcome. With great excitement and inspiration, and the headiness of a wild challenge before them, they hired their crew and began to build their dream bridge.
The project started well, but when it was only a few months underway a tragic accident on the site took the life of John Roebling. Washington was injured and left with a certain amount of brain damage, which resulted in him not being able to walk or talk or even move.
“We told them so.”
“Crazy men and their crazy dreams.”
“It`s foolish to chase wild visions.”
Everyone had a negative comment to make and felt that the project should be scrapped since the Roeblings were the only ones who knew how the bridge could be built. In spite of his handicap Washington was never discouraged and still had a burning desire to complete the bridge and his mind was still as sharp as ever.
He tried to inspire and pass on his enthusiasm to some of his friends, but they were too daunted by the task. As he lay on his bed in his hospital room, with the sunlight streaming through the windows, a gentle breeze blew the flimsy white curtains apart and he was able to see the sky and the tops of the trees outside for just a moment.
It seemed that there was a message for him not to give up. Suddenly an idea hit him. All he could do was move one finger and he decided to make the best use of it. By moving this, he slowly developed a code of communication with his wife.
He touched his wife’s arm with that finger, indicating to her that he wanted her to call the engineers again. Then he used the same method of tapping her arm to tell the engineers what to do. It seemed foolish but the project was under way again.
For 13 years Washington tapped out his instructions with his finger on his wife’s arm, until the bridge was finally completed. Today the spectacular Brooklyn Bridge stands in all its glory as a tribute to the triumph of one man’s indomitable spirit and his determination not to be defeated by circumstances. It is also a tribute to the engineers and their teamwork, and to their faith in a man who was considered mad by half the world. It stands too as a tangible monument to the love and devotion of his wife who for 13 long years patiently decoded the messages of her husband and told the engineers what to do.
Perhaps this is one of the best examples of a never-say-die attitude that overcomes a terrible physical handicap and achieves an impossible goal.
Often when we face obstacles in our day-to-day life, our hurdles seem very small in comparison to what many others have to face. The Brooklyn Bridge shows us that dreams that seem impossible can be realised with determination and persistence, no matter what the odds are.
Even the most distant dream can be realized with determination and persistence. No dream was ever achieved without persistence, despite the many obstacles lying in the road. This story teaches us what one person can do when faced with what others claimed to be impossible.
http://www.indianchild.com/inspiring_stories.htm
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Tags: expand business, inspiration, social media, un-advertising
Posted in Real Life Hero's | 1 Comment »
Monday, February 15th, 2010
Marketing, Public Relations, and Advertising are three big misunderstood words for most of all business people and people in general.
Who am I, Helmut Flasch, to say that?
Simple, 98% of all people in this country retire broke at age 65.
Sure, you say, that is because of the government, taxes, the economy, etc. Maybe you even say, “Well, that is life and only the crooks survive well.”
I agree, after all “success is a matter of luck, just ask any failure”.
So I hope I got your attention. Let’s talk about marketing.
It is not a question whether marketing at one time was not necessary. It always was. It is not a question whether your prospects will think ill of you if you advertise. They don’t—it’s in your head only.
It is a question of how much business you want to do!
In fact, if you do NOT market, you give a message just the same — a message that you are small, that you don’t have what the others who market have, that you don’t care since after all “marketing and selling” are the means of educating people about good products or services.
I look at this in this way: the amount of money you make reflects directly how much of your good service you delivered. How many people did you help? That is if you have a valuable service – do you?
What is the purpose of your practice? Do you believe you help people? If you do, then market the hell out of it. If not, then get the hell out of what you are doing –NOW.
80% of people don’t get the regular dental, chiropractic, dietary, and general health care they should get. Most of you doctors are concentrating on the 20% of the chronically ill who go to a doctor because it hurts.
You have, so it seems, forgotten to do preventive care. At least the individual practice is not promoting to those 80%. You are not educating the population in large enough quantities.
Most of you are not promoting at all or in quantities which could be considered a “drop in the ocean”.
Do you know about one of the definitions of “Doctor” in the Webster dictionary?
Doctor: noun [derived from old french or latin doctor, teacher. Derived from past participle of docere, to teach] 1. Origin, a teacher or learned man …
“Teacher”. Yes, a teacher. Does it make sense?
So when are you going to start teaching in numbers which count?
Who did you think was supposed to do it – the government, the schools? They do what they can, why should they do all of your teaching?
Or should I say why should they do YOUR MARKETING?
Let me ask you how did you find out about some brand new equipment and technology, let’s say ‘laser dentistry’? From some advertising or a salesman maybe? I bet if you have not been one of the developers of this, then the answer is 100% YES.
How would you feel about your neighbor who is a heart surgeon, not telling you about a new cure for a heart disease because you did not come to him and asked and your loved one is dying from it? You see, he only did what is “professional”– don’t advertise! “If you are good, people will come to you by word of mouth”.
Balderdash!
How can you expect people to look for things they don’t even know exists?
So, you must do marketing, advertising, and public relations, or you will do a disservice to the people, the profession and to yourself.
How much marketing is needed?
About 500 times more than you think in your wildest nightmare.
Advertising and marketing does cost, and it makes, if done ethically (don’t promise things you can’t deliver), money always — always, always!!
The trick in making yourself known is only modified by your ability to reach as many people as you can, and using not only your own money and resources, but using the money and resources of other entities to help you.
To reach a great amount of people you better bring the cost of reaching those people way down.
I know that most advertising companies tell you to do the “best quality marketing” (good printing, etc.) and spend enormous amount of money getting the “best” mailing list. Once you have all that high quality stuff then usually you, of course, have no more money to actually mail them out.
Over and over again, I see doctors putting promotional material together which cost 50 cents to two dollars per piece, —not including the postage. Considering the high price, they sent 200 – 2000 pieces per month and hope there are returns.
Why does nothing happen? After all it is such a ‘nice’ brochure!
Balderdash, first of all, you properly described you and your practice perfectly which was the first mistake, a real big mistake! Then you expect some magic 5 or even 10% return. Or you say, well, even at 1% something should have happened.
Not so!
I say, a percentage of one (or ten) can never really be averaged out without minimally having sent 20,000 mailings minimally three to five times. That makes 60,000 — 100,000 sent in a one to two months period. Remember what I said: minimally three to five times to the same people or you waste your money!!
And by the way, 1% is high for your service! There is not a marketing expert who will not tell you that if you don’t hit the same population five to ten times, every two to four weeks, you might as well not do it and go to Las Vegas with your money.
In marketing you are always better off hitting a small segment many, many times rather than a large segment once.
Here is another thought: most people ponder about all the money they lost and might lose when yet the real money you lose is the money you neglect ever getting.
Could you see this? It’s the millions you never make which are hurting you!!
Set aside everything you “know” about marketing and about “how people react to marketing”, and stop being penny-wise and dollar-foolish.
Start making noise. Start making noise, in a way you never did before.
Keep in mind that if you change nothing, discredit everything I and other marketing experts are teaching as “not workable”, “not functioning”, “not in my area”, “not over my dead body”, — then of course nothing will change in your practice.
There is a world out there waiting for good service and products, — tell this world loudly that you have them!
If you have not already done so, speak to us about the latest automated internet marketing tools that will reach out to approximately 100,000 to 200,000 people, at only pennies on the dollar.
Helmut G. Flasch
CEO
Doctor Relations
Tags: business management, expand business, internet marketing, New Patient Marketing, un-advertising
Posted in Business Improvements | No Comments »
Thursday, February 11th, 2010
Finding Gold Where the Competition Won’t look
“Doing for a little while what others are unwilling to do,
means that you will be able to cash in for a lifetime
for what others are unable to do“
- By Unknown
Every educated person can relate to this. Becoming a doctor or engineer takes some doing and willingness and sacrifices.
But after it is all done, those people are able to cash in on their knowledge for a lifetime.
Their somewhat higher salary, better social status, having better connections, will let them in on many other opportunities which other people who were not willing to pay the price could never tap into.
Now, if we are referring to academic and professional schooling as I have in the above example, then that has been true until a couple of decades ago, and has become less of an advantage as time has gone by. It will also continue to become less of an advantage at an accelerate speed, as time would go on.
Or is it?
Maybe the high education in a certain profession still has the effect of being able to cash in for a lifetime, but one has to be willing to continue to do things which others are unwilling to do.
After all, the price of freedom does not come free and one has to fight for it at all times.
In the old days when change was slow, one could rest on the laurels of one particular thing one was willing to learn, such as a doctor, for a lifetime.
In a fast — let me correct this — in a super fast moving world, where whole industries get created and recreated every few years, one must now be willing to do what others are not willing to do several times in a lifetime.
Otherwise, life will be pretty bleak by being overworked and underpaid, with worries of what the future will hold. And as we well know, such worries are destroying any and all spirit of play.
Let me tell you about one skill, not necessary the only other skill, but surely one you can not eliminate, which you must be willing to embrace as full and as serious as the skill of your profession.
It is the skill of being a master in strategic marketing.
There is a difference between advertising as a tactic and marketing in a strategic way.
Strategic marketing includes, image building or branding, it includes becoming an authority in your field and/or in other fields, it includes becoming a man who can command the power of the press, and a man who knows and strategically places all tactical advertising tools available on the market.
This person will also have been willing to learn, and spend money (do what others are unwilling to do) on “how to put money where it has a chance of growing into more.” This person, who wants to succeed in today’s world, will have to be willing to become as good of a, if not a better, marketing person than he is a doctor or engineer.
Two to three decades ago that was not needed, the willingness to become a doctor was enough, for a lifetime to cash in on what others were not willing to learn.
But today, its back to school and doing more things which others are not willing to do.
And that is the way it is.
A new generation of doctors who are going to make it big will emerge, and is emerging if you look closely. And anyone who is not willing to do for a little while, even if with great pain, what others are unwilling to do, will suffer slow evaporation of income, less respect from others, and loss of personal happiness and satisfaction.
So, let’s go where the competition does not go, and let’s do what others are not willing to do!
Helmut Flasch
CEO
Doctor Relatio
“Doing for a little while what others are unwilling to do, means that you will be able to cash in for a lifetime for what others are unable to do“
- By Unknown
Every educated person can relate to this. Becoming a doctor or engineer takes some doing and willingness and sacrifices.
But after it is all done, those people are able to cash in on their knowledge for a lifetime.
Their somewhat higher salary, better social status, having better connections, will let them in on many other opportunities which other people who were not willing to pay the price could never tap into.
Now, if we are referring to academic and professional schooling as I have in the above example, then that has been true until a couple of decades ago, and has become less of an advantage as time has gone by. It will also continue to become less of an advantage at an accelerate speed, as time would go on.
Or is it?
Maybe the high education in a certain profession still has the effect of being able to cash in for a lifetime, but one has to be willing to continue to do things which others are unwilling to do.
After all, the price of freedom does not come free and one has to fight for it at all times.
In the old days when change was slow, one could rest on the laurels of one particular thing one was willing to learn, such as a doctor, for a lifetime.
In a fast — let me correct this — in a super fast moving world, where whole industries get created and recreated every few years, one must now be willing to do what others are not willing to do several times in a lifetime.
Otherwise, life will be pretty bleak by being overworked and underpaid, with worries of what the future will hold. And as we well know, such worries are destroying any and all spirit of play.
Let me tell you about one skill, not necessary the only other skill, but surely one you can not eliminate, which you must be willing to embrace as full and as serious as the skill of your profession.
It is the skill of being a master in strategic marketing.
There is a difference between advertising as a tactic and marketing in a strategic way.
Strategic marketing includes, image building or branding, it includes becoming an authority in your field and/or in other fields, it includes becoming a man who can command the power of the press, and a man who knows and strategically places all tactical advertising tools available on the market.
This person will also have been willing to learn, and spend money (do what others are unwilling to do) on “how to put money where it has a chance of growing into more.” This person, who wants to succeed in today’s world, will have to be willing to become as good of a, if not a better, marketing person than he is a doctor or engineer.
Two to three decades ago that was not needed, the willingness to become a doctor was enough, for a lifetime to cash in on what others were not willing to learn.
But today, its back to school and doing more things which others are not willing to do.
And that is the way it is.
A new generation of doctors who are going to make it big will emerge, and is emerging if you look closely. And anyone who is not willing to do for a little while, even if with great pain, what others are unwilling to do, will suffer slow evaporation of income, less respect from others, and loss of personal happiness and satisfaction.
So, let’s go where the competition does not go, and let’s do what others are not willing to do!
Helmut Flasch
CEO
Doctor Relations
P.S: Our next teleseminar on “How to Get a Truckload of New Patients in 7 Days” will teach you where to find ‘gold’ where your competition won’t look!!
Tags: improve business, marketing, social media marketing, un-advertising
Posted in Quote of the Day | 1 Comment »
Tuesday, February 2nd, 2010
 This story has nothing to do business or health practice management, or how to advertise for new patients or customers, or how to carry out effective PR techniques. Yet this moral lesson of this story is the foundation of our existence.
I have taught Un-Advertising to many practice and business owners and I have witnessed many times that without this human foundation mentioned below, a business or practice owner will only be marginally successful.
Two Clear Choices…
What would you do? Don’t look for a punch line, there isn’t one. Read it anyway.
Question is: Would we have made the same choice?
At a fund raising dinner for a school that serves children with learning disabilities, the father of one of the students delivered a speech that would never be forgotten by all who attended.
After extolling the school and its dedicated staff, he offered a question:
‘When not interferred with by outside influences, everything nature does, is done with perfection. Yet my son, Shay, cannot learn things as other children do. He cannot understand things as other children do.
‘Where is the natural order of things in my son?’
The audience was stilled by the query.
The father continued. ‘I believe that when a child like Shay, who was mentally and physically disabled, comes into the world, an opportunity to realize true human nature presents itself, and it comes in the way other people treat that child.’
He then revealed this story:
Shay and I had walked past a park where some boys Shay knew were playing Baseball.
Shay asked, ‘Do you think they’ll let me play?’
I knew that most of the boys would not want someone like Shay on their team, but as a father I also understood that if my son was allowed to play, it would give him a much-needed sense of belonging and some confidence to be accepted by others in spite of his handicaps.
I approached one of the boys on the field and asked (not expecting much) if Shay could play. The boy looked around for guidance and said, ‘We’re losing by six runs and the game is in the eighth inning. I guess he can be on our team and we’ll try to put him in to bat in the ninth inning.’
Shay struggled over to the team’s bench and, with a broad smile, put on a team shirt. I watched with a small tear in my eye and warmth in my heart. The boys saw my joy at my son being accepted.
In the bottom of the eighth inning, Shay’s team scored a few runs but was still behind by three.
In the top of the ninth inning, Shay put on a glove and played in the right field. Even though no hits came his way, he was obviously ecstatic just to be in the game and on the field, grinning from ear to ear as I waved to him from the stands.
In the bottom of the ninth inning, Shay’s team scored again.
Now, with two outs and the bases loaded, the potential winning run was on base and Shay was scheduled to be next at bat.
At this juncture, do they let Shay bat and give away their chance to win the game?
Surprisingly, Shay was given the bat. Everyone knew that a hit was all but impossible because Shay didn’t even know how to hold the bat properly, much less connect with the ball.
However, as Shay stepped up to the plate, the pitcher, recognizing that the other team was putting winning aside for this moment in Shay’s life, moved in a few steps to lob the ball in softly so Shay could at least make contact.
The first pitch came and Shay swung clumsily and missed.
The pitcher again took a few steps forward to toss the ball softly towards Shay.
As the pitch came in, Shay swung at the ball and hit a slow ground ball right back to the pitcher himself.
Ooooooh, cheered the crowd as effectively, the game would now be over!
The pitcher has to just pick up the soft grounder and simply throw the ball to the first baseman.
Shay would have been out and that would have been the end of the game!
To everybody’s surprise, the pitcher threw the ball right over the first baseman’s head, out of reach of all teammates.
Everyone from the stands and both teams started yelling, ‘Shay, run to first! Run to first!’
Never in his life had Shay ever run that far, but he made it to first base. He scampered down the baseline, wide-eyed and startled.
Everyone then yelled, ‘Shay, run to second, run to second!’
Catching his breath, Shay awkwardly some how ran towards second, gleaming and struggling to make it to the base.
By the time Shay rounded towards second base, the right fielder had the ball. The smallest guy on their team who now had his first chance to be the hero for his team.
He could have easily thrown the ball to the second-baseman for the tag, but he well understood the pitcher’s intentions, so he too, intentionally threw the ball high and far over the third-baseman’s head.
Shay ran toward third base deliriously as the runners ahead of him circled the bases toward home.
All were screaming, ‘Shay, Shay, Shay, come on, all the way Shay’!
Shay reached third base because the opposing shortstop ran to help him by turning him in the direction of third base, and shouted, ‘Run to third! Shay, run to third!’
As Shay rounded third, the boys from both teams, and the spectators, were on their feet screaming, ‘Shay, run home! Run home!’
Shay ran to home, stepped on the plate, and was cheered as the hero who hit the grand slam and won the game for his team!
‘That day’, said the father softly with tears rolling down his face, ‘the boys from both teams helped bring a piece of true love and humanity into this world’.
Shay didn’t make it to another summer. He died that winter itself, having never forgotten being the hero and making me so happy, and coming home and seeing his Mother tearfully embrace her little hero of the day!
A LITTLE FOOT NOTE TO THIS STORY:
We all have thousands of opportunities every single day to help realize the ‘natural order of things. Life always confronts us with a choice:
Pass a little spark of love, care and humanity; or,
Pass by those opportunities and leave the world a little bit colder in the process.
THE END
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Tags: marketing strategies for doctors, Shay's Story, un-advertising
Posted in Real Life Hero's | No Comments »
Monday, February 1st, 2010
“A new idea is delicate. It can be killed by a sneer or a yawn; it can be stabbed to death by a joke
or worried to death by a frown on the right person’s brow.”
By CHARLES BROWER
A Word From Helmut Flasch; CEO of Doctor Relations
I was living in the US for two years when I attended a real estate seminar and bought my first house because of it. I told nobody about it but when I did close on it, I was happy and told a few friends.
Some told me it could not be done because I had no established credit, no working history and not even a job, since I was self-employed for about 4 months only. Keep in mind I already owned the house! Some others told me that it could not be done and that I bought the house way too expensive, could never rent it for the mortgage etc.
I was actually worried to death. I wanted to give it back, but of course couldn’t.
So I fixed it up as planned and without asking, my banker offered me a $35,000 second mortgage one month later when I finished fixing it up. The total initial profit was $54,000.
It was one month’s work. From there on, I bought a house once every month (not always with as good as the profit than on the first one and some I even lost money) for nearly a year and a half.
This is not a promotion for becoming rich with real estate but to make you look at how others weren’t as lucky as I have been and have told somebody about their new venture even before they have started it.
Look at how many ideas you have dropped because some other person did not approve of them.
Be your own judge. Take risks and be happy! Your original ideas usually are not as bad as someone else might want you to believe. Be ready to lose. It is only a game anyhow. You only have to be slightly more right than wrong — only slightly which leaves lots of room for failure, so you can succeed!
Did you know that the founders of Fedex, Microsoft and Disneyland, all have been told in no uncertain terms that their plan will never work?
Of course you did. Did you know Walt Disney went broke a few times? Of course you did.
So why, why are you listening to anyone, I mean anyone, if and when you have a dream, goal, idea etc.?
What about the chance of failing? Bigger than succeeding, probably, but so what?
Look at the athletes going to the Olympics right as I am writing this.
Did the parents of some of those young athletes know that their kids would make it to the Olympics?
Surely not. Was their chance better than 50%? Definitely not.
Do the athletics know they will win and have all the doors open to them, or whether they will go home without a medal and look for a minimum wage job? No, they go for the very best they could do.
And as Mr. Franklin Roosevelt would say, “Their soul shall never be amongst the poor souls who never even tried.”
Helmut G Flasch
CEO of Doctor Relations
Founder of Award-winning ‘Un-Advertising’ Marketing Strategy
Author of ‘Doubling Your Business But Not Your Troubles’
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Tags: New Patient Marketing, quote, social media, un-advertising
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