Podiatry Meetings | Podiatric meetings are our jam.
Podiatry Meetings | Podiatric meetings are our jam.
On Marketing…
Back in May, I attended an online Storybrand summit. Last week, I was searching for inspiration and I took a look at my notes from the event. Now, I want to share some of the insight I learned.
This is a marketing topic, but practice owners, industry vendors, and conference planners can all benefit.
Your Customer’s (Patient’s) Journey:
Curiosity > Enlightenment > Commitment
Curiosity: where people are intrigued but not yet sold.
Enlightenment: where you educate and provide real value.
Commitment: where trust is built, and buying decisions are made.
If you’ve been in business for a while and have done some marketing for the biz, you probably have created and implemented assets #1-10 to some extent.
Nice work! Pat yourself on the back. That’s the fun part – the catchy phrases, the subtitles, the articles, your story.
But, you’re barely crossing over from peaking curiosity to enlightening (providing value to) your audience. Curiosity doesn’t close sales, at least not reliably and to scale.
Now you have to build the materials to get your customers to the COMMITMENT stage.
It’s August (WTF?!).
Start making a plan and a timeline to work toward creating a version of each of assets #11-19. This is where the magic is, where you create that know-like-TRUST.
You need videos that explain your services or your products, books or speaking engagements that position you as an expert, proposals and scripts to close the deal, and newsletters or recurring emails to keep your customers coming back for more.
Where are you on the journey?
Your best customers or patients, the ones who reorder, refer, and rave, aren’t built on banner ads. They’re built on trust, value, and a consistent message that walks with them from curiosity to commitment.
If you’re a vendor or conference organizer and you want some help, you know where to find me!
-Ann Dosen
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