Have you ever been pitched a product or service, but you’re not sure what you’re buying?
I’m not talking about minor details either. I’m talking about when you have absolutely no idea what is going to be included in this product, but you sure do know that it’s the…
“awesomest, coolest, bestest ever product that you must buy now before your whole world comes to an end!”
You see this type of marketing everywhere nowadays. It’s usually personality driven, meaning the marketer tries to sell something based on their charming personality, huge riches or hyped up talk… instead of just telling you what the product or service can actually do for you.
This is a well honed science in the “make money online” niche. I see it all the time. At least one guy who called himself the “Rich Jerk” was honest about it, although so crude he’s now gone with the wind. (And was not a parody site either.)
A well known internet marketing guru will start a video of himself surfing on the beach, jump into his Ferrari and speed away to his office where he’ll draw on a white board. He’ll show you what you’re doing wrong and then promise to fix your problems if you only buy his $5,000 course.
Try to find out what’s actually in the course, and all you get is more videos and pictures of big houses, more girls and fast cars. Here’s a parody I made on this topic:
This type of selling is contrasted with a clear list of features and benefits of a marketing package. (For example, check out the multiple videos and bullet lists describing exactly what you get in the Ultimate Chiropractic Ads.)
In case you think this is blog post is just a rant, I do have a point.
Chiropractors do this too.
Now most of you know better than to flash fancy cars and big houses to Mr. and Mrs. Average Joe. This will only make then run away from your practice.
But many chiropractors will take extreme measures to make the patient really like the doctor — then completely fail at showing the patients the benefits of their care.
In your office, you should be giving the patient a list of features and benefits of their care. Usually this would take place in a report of findings, “Mrs. Jones, I recommend 25 treatments over the next 3 months [feature] so that we can help your spine and posture return to normal, allowing you to be active in your life again [benefit].”
So give up the fast cars and big houses type of selling, and just talk to your patients about how your care will benefit them.