If you haven’t read last week’s Pulse Check, do that first. I shared why it’s vital to be crystal clear on who you’re trying to serve.
As a quick aside and proof to what I shared…
I saw a post on Facebook this week about a fitness coach specializing in working with internet entrepreneurs who sit too much during the day. His program is focused on helping them move more while working to lose weight, feel better, and have more energy.
Talk about getting specific on who you serve.
The person posting about them was a client of this fitness coach who has a large following. The client was raving about how great this coach was and how he changed the client’s life. Their client was so happy with the results he had to share with an unsolicited Facebook post.
That is what you should be striving for.
After deciding and gaining a deep understanding of who you want to serve, the next step is creating an offer they have to have.
Your offer is not your product. This distinction is important.
To keep going with last week’s Pulse Check about serving those who are looking for more energy, let’s use NAD+ as our example.
(We just added a module for NAD+ in the IV Therapy Academy, if you’re a current student in either version, you should check it out).
NAD+ is the product/service you’re offering, but it’s not the same thing as the offer. Most people have no idea what NAD+ and probably don’t particularly care either.
It’s kind of like when you go to the mechanic because your check engine light is on. You have no idea what’s wrong, even after the mechanic explains it to you. You just want it fixed, so your car doesn’t break down.
Your patients are the same way. The vast majority of them don’t need to know, or care, exactly how NAD+ will give them more energy. And, even if you explain it to them, they probably wouldn’t understand.
This is why talking about your product in your marketing is almost always a recipe for disaster.
Instead you need to be focusing on the offer, which should be framed in the form of a solution to their problem. The best offers are outcome based but they don’t have to be.
The fitness industry is absolutely phenomenal at creating really good offers for otherwise boring products. If you look under the hood you’ll see most nutrition programs are different forms of calorie restriction and eating real food.
Telling someone to eat less with most of your food coming from animals, vegetables, and fruits doesn’t sound appealing. But calling it the Paleo Diet and framing it around how our ancestors ate, and this is what our natural diet used to be when we were all strong and had to hunt big animals to survive…
That’s something people can get on board with. So much so that it’s become an identity for a lot of people. Crossfit has done a great job of this too and it’s really just high intensity training using a large variety of weights and exercises.
Coming up with a really good offer is difficult and takes some brainpower, so don’t rush this process or give up if something doesn’t come to you right away.
Let’s take our NAD+ example and make an offer for high performance attorneys looking to move up the corporate ladder.
We could call it the Business Elite Performance Multiplier. Not bad but it feels like there’s still something missing.
Something that will completely transform your business is turning your services into programs that have people coming back at certain intervals.
Instead of trying to sell a package of 5 or 10 infusions for them to use whenever they feel like (very difficult to do)…
Sell them a monthly program to keep them at peak performance (or health) so it becomes part of their routine to come in once a week or every other week just like going to the gym.
Peak Performance Program has a nice ring to it. The alliteration helps it stick in people’s brains and make it enjoyable to say. While it may seem silly, this does actually help.
Think of Mickey Rat vs Mickey Mouse. Bed & Shower vs Bed, Bath, and Beyond. Ted Seminars vs Ted Talks.
Now that you’ve turned it into a program you can make sure it has all the necessary ingredients. Maybe to reach peak performance they need more than NAD+. Maybe a Vitamin B complex injection too or something else. It’s much easier to say yes to a program than leaving it up to them to say yes to each ingredient and have to explain why they’re all necessary.
Now you can create marketing pieces that focus on how achieving peak performance will help someone get a promotion faster and your program becomes the solution for a busy professional. And because it’s part of their routine they can have a standing appointment every week to make sure they’re always at their best.
Can you see how this is a much different message and conversation than trying to tell someone they need NAD+ to get more energy?
This is why it’s so important to create offers around your products and going a step further to see if you can turn them into a program that they have to come in regularly for. Not only will your patients get better results, you’ll be generating more revenue and able to do more with your clinic.
Hope some ideas are forming.
– Jason Duprat, MBA, MSA, CRNA