March 29, 2021
Lessons from the Foot and Mouth epidemic
The Words We Use
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Kate Markland: Good afternoon and welcome to lunchtime. Live on 30th of November, I Kate Markland and I’m joined by Celia Champion.
Today we’re talking about the words we use, and why they are important, to make sure that as clinicians and clinic owners that the messages we’re putting out r esonate with our audience, it’s very important that we are not communicating too much clinical language and not paying enough attention to thinking about the words and the language that our clients will resonate with, especially when it’s in the written form. So today we’re just going to take some time to think about how we can, apply a simple framework and some simple rules that we can follow to make sure our message resonates with our clients and potential clients over to users.
Celia Champion: Yeah, so, we are a great fan of a book called building a StoryBrand by Donald Miller. And in that he gives us a very simple framework to follow, to be able to get our message across, in the language of our clients. And so that they really understand where we’re coming from and how we can help them. And he likens it as, as if you’re creating a movie and there’s seven clear steps in the scripting. so the first thing is you have a character. Now the character is often mistaken, as you think you’re the character,
but actually the character is your client. So your patient is your character. So you really need to understand who your kind of key perfect patients are. So they, your character, and then they have a problem. And he has three different areas of the problem.
Celia Champion: So they have an external problem, which would be their pain. So in the beginning , you’re able to say , I work with
runners and understand that sometimes you might get running injuries, so you get a painful foot to a painful knee or painful hip, that causes an internal problem. So you’re communicating with your patient that you understand that that pain causes an emotional problem for them as well, that they feel distressed about it. They feel upset that they can’t do what they love doing. And then he also talks about a philosophical problem. And I think that that’s really relevant in, this particular sector of private health care, because often the philosophical problem might be, Oh, well you’re 60 or 70 or 80. You’re bound to put up with pain. Oh, you’ve just had a baby you’re bound to have to put up with pain.
Celia Champion: Where as you as clinicians know that actually that’s not true,
so you can help them. So you have to overcome, you have to help them overcome those philosophical problems. So you have a character who has a problem who meets a guide, which is you. And in meeting that guide, you need to put out your why, why they should come to you rather than someone else. And you know, why, why, why are you credible to being that person to help So you have the character who has a problem who meets a guide , who gives him a plan and calls into action. So you’re giving them your advice about what the best treatment going forward is. And you’re calling them to action as to what they need to do along the way that avoids failure and results in success. And so when, and when he talks about avoiding failure, it’s not about scaremongering your, your patients. It’s actually just saying, you know , we don’t want you to feel frustrated that you can’t go into your park runs. We want to help you get to the success of getting back on the road, running injury free. And just in that very succinct way, you can use that in your conversations. You can use that, in your marketing materials.
Speaker 1: Wonderful. And I think there’s a really lovely acronym that I had once that stuck with me. What’s in it for me, FM. So constantly, if you thinking about it, when you’re listening to the radio, you want the DJ to be talking to you rather than asked you. And I just remember reading a book by Alan Pease and it described having this concept of having a radio show. And you’re always thinking about what’s in it for me, FM what’s in it for your audience. And so when we’re writing, we’re really conscious of cutting out all the, we, we, we, we, we were talking about you talking to you, just like, you’d like a good DJ to do, to you and talk you rather than at you. And it’s very easy in your copy to look through. Sometimes if you’ve written something on your website , count all the times you have said we , rather than talking about you, talking about your potential client.
Celia Champion: Good. So we hope that our short life has helped you, thinking about your messaging. We’d really encourage you to go and look at all your different messaging, the language that you use with your patients, but also what’s on your website and in any of your marketing material. And,
and don’t forget your social media too. So we look forward to seeing you tomorrow. If, when again, have a fantastic day.
Kate Markland: Bye bye for now.
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