Continuing our mission to focus your marketing to make it more effective and your practice more efficient, you need an irresistible offer that make it a no brainer for your ideal potential patients to get started working with you.
We decided on what ONE Target, ONE Problem, and ONE Solution we are going to focus on. Next we need to craft an offer to get them started.
People always have 2 fears when they go to buy or start something new;
1: The Price Fear – Is it going to be worth the money
(Side note, it’s never about the actual price- It’s about the value they perceive they will get from working with you.)
2: The Performance Fear – Will this work for me
Your challenge is to come up with an offer that removes those fears and make it easy for patients to move forward.
The goal is to get them to schedule their intake appointment, but for many that’s too big of a step and comes with a hefty price tag which justifies their price fear so they don’t sign up for your care.
You need a way to build value in their mind that makes the price feel well worth it, in fact less money than they expected it to cost.
To do that we need to talk to them, we need them to feel heard, understand how you can help them and be confident in you, your team and your process.
Eventually this can be a video to help automate the process, but for now let’s give remove their fear completely by offering a way for them to move from suspect to prospect.
Most of you already offer some type of “free discovery session” or “meet the doc appointment”, which is great, but it doesn’t target your ideal patient and often I hear doctors saying they waste a lot of time talking to people who are unqualified.
Following our example of the Hormone / Menopause Solution in yesterday’s blog, what if we rename our discovery session offer to address their specific problem.
Complementary Menopause Symptom Relief Conversation/Appointment/Plan
OR
Complementary Hormone Balancing Planning Appointment
OR
Complimentary Thyroid Symptom Relief Plan
OR
Complimentary (Insert your ONE Problem) Relief Plan
Explain the agenda for your appointment:
- We will discuss your symptoms
- What you have tried so far
- Get crystal clear on the best next steps for you to get relief from your hormone/menopause symptoms once and for all.
- Explore if and how natural medicine can help you balance your hormones naturally
That “best next step” is going to be your new patient intake appointment to get them started on your solution/program.
Framing your offer like that removes the price fear, it’s free!
It also gives them the chance to be heard, share their frustrations and concerns and gives you an opportunity to build value in their mind by sharing your solution anchored to their specific symptoms. By sharing other patient success stories, they get confidence that your solution works, you can help them and their performance fear goes away.
Try reframing your “free discovery session” to be the first step in the solution to their problem.
By the way, if your solution is an online program, this offer can be to a free webinar or video where you can sign up multiple people at one time.
You now have your ONE Irresistible Offer!
Use it every time, we’ll discuss how to automate it another time.
It works 90% of the time and you get the chance to qualify them as a good patient and get them committed to your ONE solution.
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