Isn’t it interesting how we as health professionals know how to assess behavior,
How to form a diagnosis;
How to develop a treatment plan;
How to execute treatment;
To help someone make a change.
Yet when it comes to marketing or selling our services, we use different skills and become (or fear becoming)…
Sleazy
Salesy
Spammy
Unprofessional
Unethical
Want to know what?
Of course, you do.
The reason is you have moved from serving your client to fearing their opinion of you.
When you are in the treatment room (or virtual treatment room) you are the expert, this is your zone of genius, you know who you are and what you are doing right here…
You help people move from pain → to → OMG this is awesome
You help people go from I can’t → to → don’t stop me now
You help people go from, I give up → to → wow, what an amazing life
BEFORE you think this will be a tactical lesson on how to write web copy that converts or how to become the next TikTok sensation, can we just take a step back:
‘Cos to be honest, you’re not ready for that, yet…
There are a couple of things we need to do before writing copy or becoming the next TikTok sensation if we don’t want to be sleazy, salesy, or spammy.
OK here’s what needs to STOP:
1. Stop writing to inform, rather write to connect
This is called rapport building and we can do this in written form as well as spoken form.
When we write to inform, we grow into our salesy, sleazy and spammy fears.
2. Stop trying to respond to email enquiries, phone calls, and messages when you are tired!
When we are tired we want to get our tasks completed, so our communication becomes about energy saving and efficiency.
You think you’ve responded to a person when what you’ve in fact done is shut them down, making it even more difficult for them to engage with a health professional again.
And then you will be working so hard to get new clients that you WILL become your worst nightmare salesy, sleazy and spammy.
3. Stop regulating your script or someone else’s script.
Sure scripts are great when we are beginning.
How often have you stopped talking to someone when you can sense that they are “on script”.
OR
How about when you ask a question they don’t have a script for…
How do you think that makes someone feel to be the recipient of a scripted performance – here is your salesy reputation taking root.
We must always become so comfortable with a script that it rolls right off our tongue (or out of our fingers) that it is an extension of you.
This we know as authenticity.
And this is how we connect with people who are not our clients yet!
Which one of the 3 things to stop listed above are you going to work on this week?
