Welcome, welcome, welcome everybody to Top Line Live at Five. My name is Brian Devine here with Top Line. And today, we’re going to be talking about something that I’m going to probably bring up over and over again because it’s your offer. If you are struggling with your online marketing, if you are struggling with any of your marketing at all, I want you to stop and go back to your offer.

Most of the time when we’re working, especially with a new client, we find that the offers that they had been running or especially the offers that they want us to run, our guaranteed to fail because they don’t meet any of the basic criteria that we know that you have to have in order to have a winning marketing campaign. So the thing that you need to always be thinking about when it comes to your offer, especially if we’re talking about interruptive marketing meeting, we’re going to run an offer to someone that is just hanging out on social media and they’re not thinking about you at all, and then all of a sudden they see an ad from you better get their attention and has to do something to really stand out. So that is the number one criteria for a great offer for your practice marketing campaign is what we call it an H.S.O. or a holy smokes offer. And the reason we call it that is because if you look at that offer quickly or you show it to somebody quickly if they don’t go, holy smokes, that’s great, or holy smokes, I need to know more.

Now, they don’t have to say, holy smokes, but at least you’re getting them to say, wait a minute. Is that real? Is that really the offer so that you stop them you’ve interrupted them, but you’ve given them a reason to stop scrolling through their phone or on their desktop or laptop or whatever it has to pass it might be at the time. So please start with thinking about a really great offer and I don’t want you worrying about if somebody else sees the offer and they are already a patient and don’t worry about all that stuff, it’s going to happen as one of a thousand times. It’s pretty unusual and if it does happen and as somebody who’s pretty upset, give me the offer. Make them happy that we’re not talking. We’re talking about like a 10 to one ratio here where you’ve got all these new clients that you would never have had otherwise and then you have one that you have to give them something that you wouldn’t have otherwise.

It’s a pretty easy, easy math to do, so I don’t want you worrying about that. Really think about what kind of a great offer can you put out there that people are going to go, holy smokes and they want to know is it real I want to make sure that when you get calls, the number one question you get is what the catch is. Okay, that is when we know we’ve got a great offer because people are like this sounds pretty good. I want it, but what’s the catch? There’s got to be a catch and your only answer has to be there is no catch or the only catches we need to get you on the schedule before the end of them because that’s when the offer goes away. Okay, no other catches. That is the key number to have a reason why.

If you’re going to make this really great offer, give them a reason why and there are so many reasons that you’d come up with, we’ve talked about before. You can do holidays, you can do birthdays, and you can do special events, weddings. There are all kinds of reasons you can even just go to the Internet and look up funny holidays and use that as a reason for a special promotion. So having a reason why will help improve that offer. Have a limit. So number three is some type of limit. Whether it is a time limit, end of the month, end of the quarter, some type of a time limit or a quantity limit. We’ve got 10 of these, and then once those 10 are gone, that’s it. So make sure that you have that. Then number four is a clear call to action. Do not assume that people are going to know what you want them to do next.

I can’t tell you how many times I’ve looked at clients, they’ve given you their marketing materials they’ve had for years and they’re like, let’s use this. And then I’ll look at it and say, okay, well, what do you want me to do when I get this in the mail? Or if this is shown to me on my phone, I’m like, well, I want you to call. Great! You might want to mention that somewhere in the offer somewhere in the ad. And you’d be amazed at how many times we forget. And it’s always good to just stop and say, okay, what is my call to action? Do you want them to call? Do you want them to fill out a form? Do you want them to tap on something to get more information? What is it you want them to do? And then tell them to do it.

Alright, so just to recap, we’ve got four things that we talked about to make a great offer. Number one is it holy smokes offer, right? We’ve got their absolute attention with an H.S.O. Number two is we’ve got the reason why you’re making that offer. That will have a huge impact on you. Number three is some type of a time limit or a number limit, so you’re only going to give away x number of that particular offer. And then finally, number four, a clear call to action. All right, that’s what I wanted to cover it today. I hope you found some value. I hope you enjoy this as much as I enjoyed making it and if you’d like to share it with somebody thinking, get some value, and please do. And I look forward to seeing you next time on Top Line Live at Five. That’s it for me. Bye for now.

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