30/01/2025
The BIG Mistake That Taught Me the Basics of Marketing
Last year, I made a huge mistake in my social media marketing business that taught me a lesson I’ll never forget.
I specialize in social media marketing for chiropractors and scoliosis clinics worldwide. It’s my passion and bread and butter.
When video content became the big thing for generating leads, I went all in
I studied algorithms, crafted hooks, and mastered retention editing.
I wanted to know what made people click, watch, and engage. And it worked! My content pulled in views, engagement, and shares.
But then a client called and said something that stopped me in my tracks:
“Kevin, these videos don’t feel right. Stop editing them this way.”
I was stunned. The videos were killing it! Retention rates? Sky-high. Click-through rates? Through the roof. Engagement? Unmatched.
I pushed back. “These videos are driving traffic and leads to your clinic,” I said.
Then he said something that hit me like a ton of bricks:
“Kevin, these videos make my patients scared and anxious. My clinic should feel like a safe space. I want to offer hope, not fear. No fancy edits or flashy transitions can fix that if the tone feels wrong.”
Reality smacked me in the face. My ego, built over six years of learning, took a hit. I’d forgotten the most basic principle of marketing: It’s not about what’s trending; it’s about connecting your audience’s needs with what you truly offer.
I was so caught up in metrics and trends that I forgot what mattered most: the client’s personal brand and audience’s emotions.
I wasn’t telling his story; I was telling the story I thought would get results.
So, I hit reset. I worked with the client to craft authentic, empathetic messages true to his mission. And you know what? The results were even better because the content resonated.
It didn’t just perform well; it felt right.
I’m sharing this because it’s easy to get lost in flashy trends and endless data. But at the end of the day, your message matters most.
Stay true to your voice, your brand, and the people you’re trying to reach. The rest will follow.