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How the Health Practitioner can Succeed Online
I know it can be pretty confusing out there if you’ve built a website to share your work and you’ve struggled to get the traction your message deserves. Maybe you watch as that local gym owner creates a series of exercise videos and suddenly, he seems to be raking it in. Or the Naturopathic doctor you knew in school: today she’s all over the Internet, speaking at conferences and writing best-selling books. What’s their secret?
There’s no shortage of gurus claiming to have that secret formula. Consider a few numbers:
- There’s at least 10,000 Internet gurus out there, all claiming they have the magic tricks you need to succeed online.
- Those gurus churn through 100,000 new tricks and tactics every year. It’s hard to keep up!
- All this has led to millions of invisible, stalled and failing websites.
Here’s a more manageable number: 1,000
What if the only thing standing between you and the influence and impact your work deserves was making 1,000 new friends?
Here’s the only thing standing between you and success online . . .
A lot of the “internet marketing” advice you may have read about is often based on an outdated mass-marketing model that simply doesn’t work for most health practitioners.
These folks told us that our sites had to attract “millions of hits” and “lots of traffic” to make a living online. And that might have been true for the old-school mass-marketers. Fortunately for all of us, the Personal Web has changed everything.
Problem is, a lot of online marketing gurus don’t know this yet. They’re still marketing as if mass marketing still works. It’s working less and less — because most people are just turning them off.
- You don’t have to try to sell the same stuff everyone else is selling to make it online.
- You don’t have to spend a fortune in ads “mass marketing.”
- You don’t have to stage a big “product launch” to an email list of hundreds of thousands to succeed online.
- You don’t have to become an expert at Internet marketing to succeed.
- And you definitely don’t have to sell your soul to make a living online.
You’ve already got a life. You’ve built your practice and devoted your life to helping others. If you’re like most practitioners I’ve worked with, you have very little interest in learning how to become a “professional internet marketer.”
You have an interest in leveraged income if it’s on your terms, if it supports your lifestyle, not replaces it with endless hours in a dark basement in front of a computer monitor. What if you didn’t need to market this way to make money online?
I’m here to tell you there’s a better way, and I call it the Personal Web.
You have something to say, and the Personal Web has made the personal story scalable. You can get an audience. You can make a living online. And most importantly, you can love what you do.
What does all this mean for you?
If you’ve ever wanted to leverage your work and ideas, there’s never been a better time to jump in. Here’s why:
Wired magazine editor Kevin Kelly started an online firestorm with a 2008 post on his Technium blog entitled 1,000 True Fans. Here’s just a taste:
A creator, such as an artist, musician, photographer, craftsperson, performer, animator, designer, videomaker, or author – in other words, anyone producing works of art – needs to acquire only 1,000 True Fans to make a living.
Mr. Kelly is writing about artists. What if you’re not an artist? Seth Godin answered this question perfectly a year later in his blog:
But what if you’re not an artist or a musician? Is there a business case for this?
I think the ability to find and organize 1,000 people is a breakthrough opportunity. One thousand people coordinating their actions is enough to change your world (and make a living.)
From nearly three decades working with wellness professionals, I’ve found that anyone with expertise and the motivation can create this kind of opportunity. At the very least, I’ve found it requires:
- A willingness to discover where your audience is and what they want.
- A desire to learn how to talk about what you do in a way your audience can understand, and find you online.
What kind of leverage are we talking about here?
How does $100,000 a year sound? While that’s certainly not typical or even average, we think a good place to begin this conversation is by quoting Kevin Kelly’s article we referred to earlier:
Assume conservatively that your True Fans will each spend one day’s wages per year in support of what you do. That “one-day-wage” is an average, because of course your truest fans will spend a lot more than that. Let’s peg that per diem each True Fan spends at $100 per year. If you have 1,000 fans that sums up to $100,000 per year, which minus some modest expenses, is a living for most folks.
If you’re an expertise professional with a unique vision for changing lives and a willingness to communicate that message with your readers, The Personal Web could be the perfect venue for you.
Consider this exercise:
Consider what you have an expertise in, or what you have a passionate interest in, and ask yourself these questions:
- There are clearly billions of people in the English-speaking world…
- How many of these billions of people have an interest in what you’re interested in? If you talk about it in the right way, we’re betting there are plenty.
- How many of these people are searching right now for the kinds of solutions you offer?
- Or, if they were introduced to you and your work online, how many of these people would resonate with you and stick around? We’re guessing there are enough.
Out of the multi-millions of English-speaking people online, can you imagine that at least 1,000 of them need exactly what you have to offer and find buying it from you the best possible fit for them?
You only need 1,000 people from the multi-millions of English-speaking people online to become “true fans” of your work to maintain a thriving business online.
Now imagine that this income was mostly automated online and that you spent most of your ‘work’ time researching, reading, writing, talking, and thinking about a topic you absolutely love in order to earn this income.
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