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Before we leave this subject, we should discuss how to evaluate your USP. How will you know your USP is right for you and is effective in attracting and retaining patients? Look for four things:
1. It communicates what your practice is about. When you have written a USP statement, try it out on people who aren’t chiropractors. Ask them what they think it says. Remember, it’s all about perception, so if you get answers you didn’t expect, you’ll have to do some more work.
2. It clearly differentiates you from others. This is difficult, as we said in the last issue. It’s easy to write a generic statement about chiropractic, but it’s more difficult to narrow your focus to a specific concept of who you are. Keep working on it, and as you get into practice you’ll find that this narrowing process will happen even without your realizing it.
3. It stimulates curiosity. And it moves people to want to experience your practice. While you have written your USP to help you define yourself, it must also be interesting. Ask your reader to imagine being in pain and finding your USP; does this statement make him or her want to call for an appointment? If there’s nothing interesting or intriguing in your USP, it probably needs to be rewritten.
4. Most important, it just feels right. There are as many USP statements as there are chiropractors, but only one exactly fits you. If you don’t feel comfortable advertising “New patients seen same day,” don’t do it. That’s why you have to start now learning about what you want and don’t want in a practice, by visiting many offices and talking to many doctors.*
* Use our Practice Visit Checklists, available at studentDC.com, to help you gather information and guide your conversations with the doctors you visit.
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