Exponential Practice Growth
18th February 2012
Four Ways To Increase The Response Of All Your Marketing
"Simple, Effective and Very Powerful..."
By: W. J. Simmons
With any marketing piece, advertisement, brochure or newsletter
you are either going to send to your patients or use directly in your clinic you need to make sure that it obeys
these four simple laws of marketing:
1. It captivates their
attention with an amazing headline. Everything you get, every
letter you look at it, every paper you read, it is always the first thing you do - you look at the headline. You
look to see if it is junk and should be binned or to see if it grabs your attention and makes you want to carry on
reading to find out more and you only have a matter of seconds… seconds for the headline to draw your prospect into
finding out more!
2. The next thing your piece needs to
do to keep your readers attention and studies have shown the best way to do this is by stimulating their imagination. People buy with
their hearts and then justify their purchase with their minds and the single best way to stimulate their mind and
increase their desire is through the use of metaphors and similes. Similes and metaphors attach something
emotionally powerful to an otherwise mundane and possibly insignificant subject - and it engages the five “P”s of
buying. It makes the reader pause to picture and ponder and once they start to process what they are reading they are more than
likely hooked and likely to purchase.
When used creatively similes and metaphors can colour your
writing… they add spice, they add emotion, they add feeling - they make it exciting and captivating!
3. Use different styles of fonts, bullet points
and pictures with captions to break up the page and keep the
reader’s attention. Not everyone will read something word for word and often they will just jump to high-lighted
passages in order to catch the main drift of a piece before deciding if it is worth reading totally. Therefore you
need to make sure you have some of these different styles in every piece you use.
4. Make sure you always have a deadline or some
other form of scarcity in your advertising. This can be
something along the lines that patients have to attend by a given date for the promotion, screening or gift (or
whatever you are offering) or the promotion is only available to the first 15 patients (and again you get to pick
the number) who take you up on your amazing deal.
During your promotion make sure you keep advertising it
regularly with different fliers or hand-outs. Don’t just put up posters and hand out fliers and then forget about
the event / promotion - it is called a promotion because it needs promoting! However, repeating the same message
becomes stale, boring and it soon becomes unnoticeable but with just a slight variation it will keep your message
fresh and always at the front of everyone’s attention. Remember - repetition is the key to any good marketing
There you have it - four incredibly easy rules that if
followed will increased the impact and the uptake of any marketing piece - simply follow those four rules and you
won’t go far wrong!
With any marketing piece, advertisement, brochure or newsletter you are either going to send to your patients or
use directly in your clinic you need to make sure that it obeys these four simple laws of marketing...