With the myriad of “profit formulae” available to the modern dentist, what’s often forgotten are the answers to four simple, but critical questions.
These MUST be communicated to your patients.
And done correctly, will make your life so much easier as well.
What’s the big transformation offered by your product/service?
The answer is not just what your patients want to know, it’s what they ultimately use to determine whether they should even care about what you have to say.
The result your product/service produces is the single most critical piece of information you need to communicate.
And you need to do it with flair.
Don’t only communicate the core promise and benefits; paint a picture for them of what life will be like once they act on your offer.
Your patients don’t only want to know what your product will do for them.
They also want to know HOW it will do it.
In other words...
How does your product/service work to deliver the promised results; what is the mechanism?
And they want to know what makes your product different.
This is why the most effective marketing campaigns present and demonstrate the way your product works to give the patient the results they’re after.
All you have to do is learn to communicate how it works.
Doing so differentiates your product from everything else available, gives your patients hope and excitement and stimulates buying desire.
Why should your patients choose your product over every other option, including doing nothing?
You want to communicate all the benefits your patient will experience.
This is what ensures your patients understand, in no uncertain terms, why they should choose your product/service.
Unless you give your patients powerful reasons to respond right now, most will procrastinate.
This goes way beyond the mere urgency of your offer.
Show patients what they stand to gain by responding now, and what they stand to lose if they don’t.
Just think of it like this:
* What does it do?
* How does it work?
* Why this?
* Why now?
Here’s to “keeping things simple” this week,
Dr Leonard J Maguire BDS LL.M MBA
Dentist. Author. Dento-Legal Adviser
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