Do you remember the stupid beer commercial a few years back with the tagline “Why Ask Why?” Well, completely unknown to the ad agency — they had almost stumbled onto a breakthrough marketing concept.
Telling people the reason why you are doing something is one of the most powerful influencers of human behavior.
Here’s an example:
John E. Powers, one of the top copywriters in the 1900′s, wrote this ad for a Pittsburgh department store in severe financial trouble:
“We are bankrupt. We owe $125,000 more than we can pay, and this announcement will bring our creditors down on our necks. But if you come and *buy* tomorrow, we shall have the money to meet them. If not, we shall go to the wall.”
Instead of yelling ‘SALE’ like so many other stores would, there’s a legitimate reason given why people should spend their money at this store. And this ad was said to be responsible for saving the store.
Max Sackheim, famous for the long-running ad
“Do You Make These Mistakes In English” and originator of the book-of-the-month concept, says this:
“Whenever you make a claim or special offer in your advertising, come up with an honest reason why, and then state it sincerely. You’ll sell many more products this way.”
And this powerful strategy works just as well today.
So how can you apply all of this to your practice? Easy.
Let’s say you have a slow time of year and you want to increase your business during this period. Well, write a simple letter to your entire list making a special offer, only good during your slow period.
Maybe you’ll throw in an extra free bonus, an extra service, or a special discount simply because it is your “slow time” and you need to pay your staff anyway.
Let people in “behind the scenes” at your office… Whatever the reason. Tell them the truth.
For some reason everyone wants to be mysterious about their business. If you’re lowering the price nobody thinks you’re doing it just because you’re “such a nice person”. So let people in the reason why.
I know this probably goes against every grain of business sense, but I promise if you give people a good, believable reason why, they will respond.
Watching Your Back,
Ben
I just shot a little video introducing on my most successful and fun marketing campaigns for your “A-List” patients. It’s only 2-minutes. You’ll like it : )
Click here now to watch it: Starfish-Letter Bonus