Distinguishing Yourself for a Profitable Niche
A Holistic Health Provider’s Instructional Guide for Winning over Mainstream Consumer and Referral Markets
Table of Contents
1. Introduction
2. Defining Who You Are
3. Your Fundamental Purpose
- A Deeper Sense of Fulfillment and Meaning
- A Holistic Approach to Eliminating Barriers to Success
- What Your Fundamental Purpose is NOT
- The Barometer for Your Fundamental Purpose
- How to Uncover Your Fundamental Purpose
- Successfully Identify the Things in Life that Don’t Work for You
- Exercise 1: Don’t Wants
- The Formula for Joyful Satisfaction
- Exercise 2: Do-Wants
- The Search for Truth
- Exercise 3: What You Value Most
- Uncovering Your Fundamental Purpose
- Exercise 4: Fundamental Purpose
4. Establish Your Personal Objectives
- Grid 1: Personal Objectives
5. Your Products and Services
- Exercise 5: Work’s Stress and Enjoyment Levels
- Grid 2: Your Products and Services
6. Identify the Problem for Which You Have a Solution
- Exercise 6: Qualifying your product/service
- Grid 3: Your Product/Service and solution to the following problems
7. Your Target Markets
- The Holistic Marketplace and Beyond
- Exercise 7: Brainstorm Target Market Segments
- Grid 4: List Your Target Market Segments for the Identified Problem
8. The Key to Determining Your Niche Market
- Exercise 8: Qualifying your Target Market Segments
- Grid 5: Specific Problem for which you have a solution
9. Identify the Competition
- The Myths (Why your marketing dollars are misspent)
- Direct Competition
- Indirect Competition
- Unaware Competition
- Exercise 9: Identifying and Qualifying Your Competition
10. What Makes You Stand Out?
- Exercise 10: Qualifying your Practice
11. Your Authentic Identity
- Exercise 11: Describe your authentic practice and professional identity
12. Your Unique Selling Proposition
- Exercise 12: Articulate your Unique Selling Proposition (USP)
- Make a “30 or 60 Second Elevator Pitch” to Express Your USP
13. Your Practice Blueprint
- Exercise 13: Your Practice Vision
- Grid 6: Your Business Blueprint
14. Your Mission Statement
- Exercise 14: Your Current Business Reality:
- What your mission statement should not be
- Exercise 15: Qualifications for Your Mission Statement
- Exercise 16: Write your Mission Statement
15. The Story of Your Practice
- Exercise 17: The Genesis of Your Enterprise
16. Why do you Refer Someone Out?
- Exercise 18: Referral Marketing Questions
17. Determining Your Referral Markets
- Grid 7: List Your Referral Sources for your Target Market Segments
18. Referral Markets for your Target Markets
- Grid 8: Target Market / Referral Source Grid
19. Promoting to Your Niche Market and Referrals
20. About the Author
