Wall Street Journal Reveals Why “Free” (Screen) Doesn’t Always Work.

by · 7th August 2015

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Following is a true story:

Back in July I visited “San Francisco”.

Flew up from San Diego.

And in the departure lounge waiting for the short flight, it was obvious that the flight was “full”.

What followed was the airlines usual (lame!) attempt to bump a few people off to the next flight with an ethical bribe of a “free flight” (anywhere in the U.S), if you go later.

Yet no one was interested.

Even though it was “Free”.

And hence forth the reason that what starts out as a “free flight anywhere in the U.S”, soon becomes “TWO free flights anywhere in the U.S”, upgraded with drinks and a nice meal in the airport, thrown in while you wait.

Do they rush to the airline desk to claim it?

Nope.

Even with the “free + benefits” offer they struggle to convince people to wait just a couple of hours to go on the next flight.

But the funny thing about that, is this:

In the cold light of day, if you asked 300 people if they’d wait just two hours to get somewhere and in exchange they’d be given $1000’s of dollars worth of free flights and more – they’d all say “yes”, they would take it.

But they don’t.

See, the airline industry official stats say that less than 1% of people actually even walk to the counter to enquire about the possibility of taking their FREE-bie offer, never mind actually consider it.

Why?

Simple.

Most people value their time and convenience more than they do money.

That, and a huge lack of “trust”.

A lack of trust that the airline won’t make them fly on certain times of the day that they can’t (or don’t want to fly), when trying to redeem the freebie tickets.

Plus, a lack of trust that the airline won’t add some type of tax or fare too it, at a later date.

Do these people rationally walk to the counter and ask for answers to these questions to get clarification so they can make an informed decision??

Again, na-da.

The relevance for PT’s?

This:

Advertising / offering “free screens” talks to the exact same decision making part of the brain as the airlines are when trying to give away free travel tickets, in exchange for just two of hours of time.

People see your advertisement for a free screen from “cold”, and they either don’t see the value in it, or, they assume their’s a catch.

Either way, it’s your loss.

And might begin to explain away why some of your patients say “I haven’t got the time for PT right now”.

(What they’re really saying is “I don’t trust that what you’ll do for me, is actually worth giving up my time for”).

No body is that busy.

But we’re are all that “Predictably Irrational”.

And as it happens, it’s the subject of one the most influential business / marketing books I’ve ever read.

It’s written by the author “Dan Airely”.

He was featured in the Wall Street Journal just last week talking about this type of behaviour in response to “free”.

You should check the book out.

Understanding basic human behaviour is a pre-requisite to getting good at Marketing.

Anyhoo.

If you want to short the “getting good at marketing” process, go here next:

– Request A PT Clinic Marketing Strategy Call With Paul Gough ! > 

Spaces are limited.

Have a great weekend.

Paul Gough.

 

About Paul Gough

PAUL GOUGH is one of the top Marketing and Business Coaches in the physical therapy industry and his Systems are helping clinic owners all across America run more profitable clinics. He is a published Author, Newspaper Columnist and before his stunning success in business was hired by top professional soccer teams. HIS SUCCESS STORY is one that inspires many pt's around the world - at the age of 26 Paul QUIT a high profile job in professional soccer to begin his own clinic. He had NO money, NO business or marketing skills and NO experience - and yet now owns and runs 4 pt clinics and has a proven track record of growing a physical therapy business from 0 - $2m in record time.
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