I received an email this week which began ‘Hello all my lovely customers’.
What’s the problem with that you may ask?
Well I am not plural! I am singularly single! I am Gilly. But I am left feeling like I’ve been herded into a group. A group of buyers.
So the writer is thinking of all of us as if we’re in a group BUT they are writing to us individually of course.
And this got me thinking about you.
Are you thinking of attracting ‘more patients’?
Or are you deploying the Terry Wogan Tactic? I once read that when asked how many listeners he had he replied, “Just one!”
And as a youngster growing up on our Shropshire farm, I remember him always chatting to me via the radio whilst I ate my breakfast at the kitchen formica table. And he would say, “Good morning dear listener”
I remember actually feeling that he was addressing me and me only. It was like we were having a conversation.
This is the way that we could make our marketing really hit the mark. Knowing your Perfect Patient inside out allows you to strike up a meaningful conversation with them.
Don’t think of them as a group. Think of them as one person. Because your new patients come along one at a time. So address them as individuals in all your marketing.
Talk to just one patient in your newsletter, talk to just one patient in your social media post and talk to just one patient in all your website copy.
Imagine that you are wanting to attract more desk bound critters like me!
Metaphorically stick me on my chair and ask me:
Have you been sitting at your desk all morning without a break? Did you know that this can cause all sorts of problems and even raise your blood sugar levels? Why not try the phone app ‘StandUp’? It will remind you to get moving every 40 minutes!
That would smack me between the eyes because I know that I get engrossed in my work for hours and barely move! I know I need to get up and move about more. But a nudge like that will remind me to get up and stretch etc.
Remember you only need to talk to that next one patient who you would like to walk through the door. And then you can focus on the next one patient.
