Marketing

Does Your Clinic Marketing Pass The 5 Second Test?

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Does Your Clinic Marketing Pass The 5 Second Test?

Do you receive Junk Mail? About 60% of all the mail I receive is junk. Now how long does it take you to pick up an item of mail, open it, decide that it”s of no interest and bin it? The usual response I get to that question at seminars is “We don”t even open most of it”.

How long do you spend deciding whether an advertisement or article is of interest? When you walk past a trade show booth how long does it take to decide if it”s of interest? How long do you look at each result when you use a search engine? How long to decide if an email is junk and delete it?

The answer is “Less than 5 seconds” – often less than 2 seconds.

That is how long we have to Get Attention from a prospective buyer. And there is no reprieve ? once our message is rejected or ignored, there is almost no chance that someone will return to it.

So what is it that gets our attention?

Sometimes the headline or a picture resonates with a problem we are trying to solve. Like many women there are always a few gaps in my wardrobe that I know need filling, so when I see something that looks as if it may answer a need, I stop to have a look ? even if I am in a rush.

In my local city centre there are lots of cafe”s, restaurants and shops that sell food and snacks. If I am not hungry those places get next to no attention. When I am hungry they become the focus of my attention.

When my priorities change, what gets my attention changes.

I know this seems obvious ? but it”s the secret to getting attention and the secret to successful clinic marketing.

Get to know your market

If you understand a market well, you have a much better idea of what is a priority at any point in time. However it is essential that you learn to put yourself in the shoes of your customers. The products you sell are irrelevant. No matter how much you believe you are the best ? your customers will only believe that after personal experience. So avoid over promoting and “selling” yourself or your product.

People buy what you or your product will do for them. “What”s in it for me.” Our customers are totally self interested. The mistake so many businesses make is to “Find a product they like and try to sell it.”

Instead I recommend that you “Find a problem or need people have, and fix it.”

If you know what people want, you don”t have to sell ? they will be queuing up to buy, provided you deliver a competitive offering. Research and study your market, ask your customers why they bought from you, read the same magazines and web sites they read. Get to know what your market wants and then provide it.

“You can have anything you want in life just as long as you help enough other people get what they want in life.” Zig Zigler.

Do you receive Junk Mail? About 60% of all the mail I receive is junk. Now how long does it take you to pick up an item of mail, open it, decide that it”s of no interest and bin it? The usual response I get to that question at seminars is “We don”t even open most of it”.

How long do you spend deciding whether an advertisement or article is of interest? When you walk past a trade show booth how long does it take to decide if it”s of interest? How long do you look at each result when you use a search engine? How long to decide if an email is junk and delete it?

The answer is “Less than 5 seconds” – often less than 2 seconds.

That is how long we have to Get Attentionfrom a prospective buyer. And there is no reprieve ? once our message is rejected or ignored, there is almost no chance that someone will return to it.

So what is it that gets our attention?

Sometimes the headline or a picture resonates with a problem we are trying to solve. Like many women there are always a few gaps in my wardrobe that I know need filling, so when I see something that looks as if it may answer a need, I stop to have a look ? even if I am in a rush.

In my local city centre there are lots of cafe”s, restaurants and shops that sell food and snacks. If I am not hungry those places get next to no attention. When I am hungry they become the focus of my attention.

When my priorities change, what gets my attention changes.

I know this seems obvious ? but it”s the secret to getting attention and the secret to successful marketing.

Get to know your market

If you understand a market well, you have a much better idea of what is a priority at any point in time. However it is essential that you learn to put yourself in the shoes of your customers. The products you sell are irrelevant. No matter how much you believe you are the best ? your customers will only believe that after personal experience. So avoid over promoting and “selling” yourself or your product.

People buy what you or your product will do for them. “What”s in it for me.” Our customers are totally self interested. The mistake so many businesses make is to “Find a product they like and try to sell it.”

Instead I recommend that you “Find a problem or need people have, and fix it.”

If you know what people want, you don”t have to sell ? they will be queuing up to buy, provided you deliver a competitive offering. Research and study your market, ask your customers why they bought from you, read the same magazines and web sites they read. Get to know what your market wants and then provide it.

“You can have anything you want in life just as long as you help enough other people get what they want in life.” Zig Zigler.

SAN FRANCISCO–Yahoo on Monday began launching some of the serious aspects of its Yahoo Open Strategy, including a new version of Yahoo Mail that sorts the in-box according to your social connections and that can be expanded with mail-specific applications.

The first big change in Yahoo Mail is with its welcome page, which now spotlights messages from people in your Yahoo social network and invitations from others to join their social networks. Next, the in-box page now includes a new “from connections” button that shows messages only from those social connections.

Second is the arrival of online applications tied to Yahoo Mail. One inaugural program from Xoopit lets you view all the photos in your e-mail archive, even expanding links to online galleries. Another lets you convert an e-mail message into a WordPress blog post in two clicks.

“The opening of the mail platform is a huge benefit to users in terms of the additional forms of sharing and communication we can build in and to the dev who can build applications,” said John Kremer, vice president of Yahoo Mail, speaking to reporters at a launch event here.

The Yahoo Open Strategy seeks to increase the number of users on Yahoo”s Internet properties and the magnitude of their activity. If successful, both those goals would increase the number of pages on which Yahoo can show advertisements. However, Yahoo has lagged competitors such as Facebook with the addition of applications and a social dimension.

Yahoo MailYahoo Mail”s new welcome page spotlights activity from a person”s social connections. (Click to enlarge.)

(Credit: Yahoo)

Other changes

The Yahoo Mail change is one of a host announced Monday. Among others:

  • Yahoo also announced changes to its customizable home page, My Yahoo, that lets you add applications and customize the page”s appearance.
  • A new toolbar for Web browsers also gets drop-down interactivity that can show what your contacts are doing, what e-mail you”ve received, and other information.
  • Yahoo”s media properties can spotlight your contacts” activities, such as when they assign a five-star ranking to a particular song.

“We wanted to establish a social dimension to a product,” said Ash Patel, executive vice president of Yahoo”s audience products division of the Yahoo Open Strategy goals. “We wanted to engage with the developer community and to open up the power of Yahoo”s products and platforms.”

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