Copyright (c) 2013 Veterinary Marketing Solutions
So many times, things that were once taken as fact are disproved and turn out to have been a myth all along. There are the obvious ones - the planetary is flat or the sol revolves around the earth. How do these myths tumble on to be? And how to they perpetuate over long periods of time. They mainly come apropos because people tend to bed their perceptions on what they can see. This seems obvious. But, often times, what we can see on the surface is misleading. We run into these kinds of myths in marketing. Hopefully, by the time you have finished this article, we will have dispelled a few.
On the evening of Aug. 3, 1492, a brave Italian named Cristoforo Colombo did something that required more faith, courage and confidence than anything you or I container ever imagine. At 41 years old, Cristoforo held a very unpopular belief that would've had him killed if oral in the wrong circles. As we all have learned, he believed the world was round alternatively of flat. Such belief was heresy in his time.
Before he set sail on that historic date, and for a number of years after, humankind operated with a major false belief. Every fiber of being thought the world was flat. And that belief largely local the possibilities of many great developments that became available after knowing that the world is round. Can you conceive what that would be like?
Take every major belief you preserve quasi 100 percent true and think about suddenly finding out that it's nay true. Like one day finding out that water is unhealthy. Or that gravity is not an unobservable force pulling us down, but a controllable force from atop is pushing us downward. Of course, I don't know if either of those speculative predictions will ever happen, but I am undoubtedly certain that we do all have additional false beliefs et al operate our lives based on them.
In this article, I'm going to dismantle you on a little voyage of our own. Not unlikeness Columbus, we will disprove four falsehoods (I call them "bold-faced lies") that most veterinarians believe to be true regarding marketing.
Perhaps you, like afterward many others, have been taught these things, perhaps by folks with an ulterior motive. Maybe you've unceasingly assumed them to be true. On Condition That so, prepare to change your thinking. I'm certain this will cause a stir among advertising clan who make a commission from selling you space. But, be assured that I have no motive other than to help you make more money at the end of each year.
Lie No.1: You Should Focus On "Getting Your Brand Out" Every now et cetera then a buzzword hits, and everybody talks about it prior it fades away. "Branding" is a perfect example. It originally started as a way for livestock owners to pontificality ownership of their herds. Somehow, this was transferred into the business world. For a long time thereafter, a brand was simply a logo. Add an "ing" and now it's an activity. There is so quantity confusion active what branding actually means that most family who try it end up wasting enough coinage to feed a small country. Some operators feel that "getting your brand out" is branding. I guess it could be. But, I can't think of a more colossal waste of your hard-earned profits than simply running ads with your logo on it.
Media salespeople sweetheart to sell you this because you buy into the falsity that you need to run an ad atop and over again for it to pay off. Bogus! Don't get me wrong: Having a solid brand that people trust, talk about and perceive as having opinion is priceless. But it's a holistic process that involves much more than simply slapping your logo on a billboard or direct mailer. Coca-Cola, Proctor & Speculation and GM swindle the billion dollar marketing budgets to pull this off. Most likely, you don't. Therefore, when you exhaust a bean on advertising, you need a measurable response that puts at minimal a dollar back into your pocket.
An ad with your logo and tagline do not established this, yet tons veterinarians have bought into this lie. Branding is a long-term process that involves an entire customer experience from the time an prospective client sees your first ad, to thoughts regarding your customer service, client experience, pricing, innovations, etc. When you do tout le monde of those baggage exceptionally well, you arbitrary begin creating a brand in your agora that is priceless. J ust don't score the lie that you "brand" by simply putting your logo "out there."
Lie No. 2: To Make More, You Must Spend More I have yet to find a veterinary practice that doesn't have at least five underleveraged facets about their marketing system. By this I mean that many have been brainwashed to think that by spending more on a particular facet, you tin comprehension more results.
Let me give you an example, by simply changing the words printed in your Frightened Pages ad, you can additament response by 10 percent to 100 percent, extrinsic spending another penny. Per answering increased of your phone calls connective converting them into clients at a higher rate, you're leveraging anything that is generating the phone call, without spending different penny! By learning how to up-sell clients on ancillary products and utilizing marketing ideas to remedial you do that, you're leveraging that client and making more money and, again, it's beyond spending alias penny!
Get the drift? Before you buy among a lie that you need a bigger Yellow Pages ad, more daily ads or whatever you're currently being sold, make sure you're leveraging your existing investments before you dump more money into a everlasting pit.
Lie No. 3: You Obligation "Close the Deal" With Prospects This single drives me absolutely crazy. Think of the last time you were trying to achieve a buying decision and the salesperson kept pushing you. How did you feel? Did you instantly lose much intelligence or priorities and decide to buy rectitude therefore they "asked for the sale"? Better yet, lucubration of the last time you were considering buying something. You weren't quite sure if it was a good fit for you, besides thought you would explore options. How did it make you feel when that salesman pushed you? If anything, I'll bet it pushed you away from the sale, not toward it.
It's awfully pretentious and naive to think that every personally who calls or stops in needs to become a client. The key to a successful closing is to help the person determine if you're a good fit for each other or not. By assuming the sale, you will not only annoy people but also reduce your chances of eternity having a good conversation that will set increase a win-win, long-term relationship. It's a bit of a paradox, yet as soon as you surrender pushing people to buy from you and begin trying to determine if you can really help the person, your sales numbers will soar. Yet many people are becalmed teaching ancestral school "push for the sale" tactics that simply don't calling anymore furthermore are an insult to your prospect's intelligence.
Lie No. 4: Yellow Pages Are Still the Most Effective Advertising Medium Every time I read a statistic saying that the highest percentage of veterinary clients come from the Yellow Pages, I shudder. The statistic is absolutely real. But, a vast majority of veterinarians only advertise in the Yellow Pages! If you're only doing one thing, of course it's going to account for most of your results. Veterinarians that test other mediums report numbers that are quite different.
Once you accept the fact that additional marketing mediums exist and work and begin testing them, you'll notice your percentage about Yellow Pages inquires will slump - I didn't say the number, I said the percentage. The good news is that other mediums are much cheaper to implement and easier to control, and you're negative stuck with them for a year if they don't prove worthwhile. Yellow Pages still have their place in this industry, but I challenge you to test further mediums equally well.
Please forgive my boldness. I realize I'm refusal changing beliefs of the magnitude that Christopher Columbus did 521 years ago, but I do hope that I've helped you think almost a few of your current beliefs. Moreover, I promising you can save the vicissitudinous you may be wasting on these falsehoods besides put it toward increase use and more effective marketing methods.