If you've been following along the last few weeks, you should have a good idea of who you want to serve and what your offer is to them.
Remember, find people who have a significant problem they need to solve. Then show them how your product/service solves that problem. If you get that right, it makes the next part easy. Get it wrong, and everything else you do will be infinitely more complex.
Next, we need to understand how to talk to people, so they want to hear about your offer. It's not a simple matter of shouting on every social media platform, “BUY MY STUFF!”
It seems silly, but that's what you're doing when you post on social media, “Open spots available. Book your NAD+ infusion now.”
This is how to get your posts ignored. The most important word that just about every business owner forgets: social.
People are not scrolling through Facebook, TikTok, or any other platform looking to do business with you. They want to hear the latest gossip, find that funny video to send to their friends, or see what their family is up to.
Stop trying to sell them something and start talking like you're one of their friends who has this great secret that will help them out.
Your posts (or ads) should feel like you're catching up with a friend you haven't seen in a long time. Imagine talking with your prospects, and suddenly they say, “There's something different about you, but I'm not sure what.”
You wouldn't just blab out that you're getting NAD+ infusions. That's boring and wouldn't make any sense to them.
You'd tell them the whole story and drag it out, leaving them in suspense, right?
You'd tell them how you felt tired and groggy all the time, no matter how many hours you slept. That you tried all these different pills and potions. You tried meditating, yoga, and everything else…
But nothing worked until…
(Of course, you'd pause for some dramatic effect.)
You started going to this spectacular infusion clinic with this treatment called NAD+, and everything got better!
No. Don't let the tension go yet.
Your friend should be on the edge of their seat right now because they've been experiencing the same problem and want to know your secret.
What you want to do next is tell them how great life has been since you found a solution. You've never had so much energy. Work has been a breeze, you stopped drinking a pot of coffee, and you even have the energy to play with your kids, cook dinner, run a marathon every night, and read a book (too much?).
Never lie or exaggerate your claims in marketing, but this is your opportunity to list off and talk about the major benefits, so don't downplay them either.
This is your chance to really pull them in and create that gap between their current reality and what is possible.
Now it's time to tell them about your solution, right? Kind of. It's time to hint at your offer.
“We've created a Peak Performance Program specially designed for the high-performance individual gunning for that next promotion. If you want to learn more, book an appointment with our clinic.”
To resolve that tension and learn more, they have to choose to take that next step. And by withholding some of those details, they're going to be excited to show up to their appointment. Our brains can't stand not knowing something. If there's a gap, our brains will fixate on that until it's relieved.
Look at any Netflix show you've binge-watched lately. It's because that last episode left off at a critical point, and you had to find out what happens next.
It works the same with our pretend coffee date. That person you're talking to has to find out what you did to get all of this newfound energy.
More than likely, you don't have a personal story for every treatment (read: offer) your clinic provides. There's a better way, use your patients' stories.
Don't use names or identifying characteristics because of HIPAA, but you can use the general theme and plot. I'm sure you've had a few patients who come in and rave about the results they're getting with their favorite treatment.
Use those stories in your social media posts or if they're willing to jump on camera and tell their story even better. Just make sure to have them sign the proper disclosure forms before posting anything.
After reading all of this, I'm sure many of you are thinking, “But I'm a terrible writer!”
Good. You don't want to write polished stories that would make Steven King jealous. That wouldn't fit on social media. The idea is to be social.
The best ads don't feel like ads. They feel like something your friend wrote to you.
Yes, this work will be challenging, but it will be worth it if you put in the effort.
– Jason Duprat, MBA, MSA, CRNA