By Stewart Gandolf
Chief Executive Officer
As the little quote reminds us, sometimes “Good things come in small packages.”
To demonstrate the concept, here are three little, clever and marketing-smart ideas that you can easily adopt as your own, use today, and maybe showcase your talent a little bit.
I’ll keep this brief.
The marketing quick-test mnemonic: “ID buyer. Find desire. Hit now. Here’s how.” This is an easy way to validate that your marketing or advertising message is on course and ready to go. I like the rare opportunity to use the mn-word in a post, but translated this means:
- “ID buyer” challenges you to know that you have clearly identified the target audience;
- “Find desire” identifies a solution or answer that the audience needs or wants;
- “Hit now” is a timely, immediate or exclusive connection; and
- “Here’s how” provides a call-to-action step is clear to the audience.
Pay it forward with a media/interview referral. Doctors (recognized authority figures) often get interview requests. One way to handle the media request is to first provide the response, answers or input as you would normally do. But then—and this is the win-win bonus part—refer the reporter to one or more other professionals. This additional step is likely to benefit the reporter and make a favorable impression with a colleague… perhaps where you want to build a relationship or return a favor.
Quietly understand that “bribery sells.” OK, we deliberately used the term “bribery”—admittedly low brow vernacular—as an attention-getter and to help you remember that human nature is always asking, WIIFM, “What’s In It For Me?” No matter what you want to sell, or what you want people to buy, unless the person in the audience sees a clear value or benefit to them, it’s no sale. The “bribery” concept is a reminder to look for a way to present a bite-sized sample or enticing offer that moves the audience a step closer to the purchase decision.
Future articles will provide more about these and other useful tips and ideas. Plus, there’s even more in our free marketing reference library:
- 7 Closely-Held Secrets of Advertising That Work
- 6 Publicity Tips That Reporters Will Not Tell You
- 7 of Our Favorite Doctor Marketing Ideas
See how Healthcare Success transforms doctor marketing by generating exposure and increasing qualified leads!