Been reading “Think and Grow Rich” (By Napoleon Hill), again lately.
Amazing book.
Has many ideas and concepts that I’ve been able to adapt to make my marketing (and my life) more successful.
And of them is the story of the guy who was “three feet from gold”.
Incase you don’t know it…
It’s a story of a guy who starts to dig for gold in an area of California, 100% sure that he’ll find gold.
And so he digs.
And digs.
But no gold appears.
And so he gives up on digging.
Then decides to sell his mining equipment to a scrap merchant in town for a few measly dollars to try to pay back some of the money he borrowed to finance the digging in the first place.
And as the story is told, what happens next is a lesson that you and I can take forth in our clinics marketing.
See, the very clever scrap materialist took it upon himself to take the machinery back to the same site where the dig ended — and continue to dig for himself.
Guess what was waiting for him just three feet further into the dig?
That’s right…
“Gold”!
The point?
It’s often the same with your adverts.
Sometimes you’re just 3 feet from gold with something like a newspaper ad, EDDM piece, Valpak promotion or a newsletter.
Except in this case, you’re looking for NP’s and in return for your manual labour you’re gaining “trust”.
(Which leads to “gold”).
See, just because an advert didn’t work first time, doesn’t mean you should stop there.
No.
Not all.
It just likely means the you’re audience didn’t trust you.
Think about it:
People who read newspapers, read them every week.
Every word.
And if you show up in that paper announcing your great “offer” to help ease low back pain… chances are your going to encounter a little “skepticism”.
And rightly so.
“Where have you been all these years while
I’ve been reading this paper?”
(Is what they’re initially thinking).
And if it isn’t trust…
It’s that you’re offer isn’t compelling enough to make feel like they just HAVE to respond.
Either way, it’s easy to fix.
And what is near certain, is that if you make one or two minor improvements to your ad, you’ve done your research on who your audience is… the words that you use are compelling… and you KEEP on showing up, chances are you’ll strike GOLD with your ads.
How else could you explain why nearly everyone of my clients has experienced this “sorcery” for themselves.
See, it’s not uncommon for their “ads” in newspapers to do something like this:
* First ad does ok (maybe 6 calls)…
* Second ad, gets better (maybe 10).
* Third ad, BLOCKBUSTER (up to “45”)!
Now if we’d have stopped at ad 1 because it “only” got 6 calls…
… we may not have gotten to Ad 3 that got “45” calls and dozens of new patients.
My tip:
Move your clinic marketing from a series of “one hit wonder” ads… to implementing a clear marketing plan where your ads build on them selves, month on month – over a sustained period of time.
Accept that one or two individual ads will “fail”…
(It’s a near certainty).
But, if they’re ran as part of a much bigger, long term, very clear STRATEGY for marketing success – you’ll win in a much bigger way than you currently believe.
Trouble is, most business owners don’t think long term.
Do you?…
If so, go here next:
– Show Me How To Create A Marketing Plan That Works ! >
Sincerely,
Paul Gough.
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