I’ve lost count on the number of clinic owners that talk all about themselves and don’t speak to the client.
This is not about you. Potential clients don’t care about you. And I know that’s really hard for some people to hear, but it’s the truth that nobody wants to hear you going on about how amazing or how awesome you are. What they’re interested in is I’ve got a problem that needs fixing. I want to know if you can help me fix my problem. I’m not interested in how good you are.
I’m interested in whether you can help me.
TIP if you’re ever at all unsure as to whether you’re doing this correctly, go to your homepage on your website and count the number of times that you’ve mentioned the word I, or we, and then also go and count the number of times that you’ve mentioned the word you if you’ve got disproportionately more instances of you saying using the words I, and we, than you it means that you’re not focused on the customer. You’re focused on yourself.
So what you need to do is you need to turn those I’s and we’s to you’s. You can be the best clinician in the world. But if somebody comes to your website and it comes across as being cold and clinical and is all about you blowing your own trumpet, it’s going to put people off.
Find you low hanging fruit or quick wins
Keep it simple by having a look at what you already know works in your clinic
- List out your sources of referral?
- How many clients come from each source?
- What is the average spend per client?
- Are they your ideal client?
- Will they buy your new/redefined services?
- Is there anything else you can do to increase the number of referrals from this source?