In this episode of The Super Clinic Project, hosts Rory Morgan, Jennifer Gligoric, and Tracey Sundkvist continue their deep dive into crafting a winning marketing strategy. This second part focuses on defining your purpose, promise, and the specific messaging needed to attract and retain your ideal patients. Whether you’re a clinic owner looking to refine your marketing or struggling to connect with your audience, this episode provides actionable steps to help you stand out in a competitive market.
Key Topics Discussed:
- Purpose: The Foundation of Your Business
- Your purpose is the "why" behind your clinic. It’s what drives you and your team to show up every day.
- Example: Brand Lab Media’s purpose is to help small business owners achieve their dreams, which guides their marketing and operations.
- A clear purpose inspires your team, resonates with patients, and serves as the backbone of your marketing efforts.
- Promise: Turning Purpose into a Commitment
- A promise is a concrete, actionable version of your purpose. It’s what you guarantee to deliver to your patients.
- Example: "We help middle-aged women turn back the clock and feel and look 10 years younger."
- Your promise should be specific, memorable, and directly address your audience’s needs. It’s the headline of your website and marketing materials.
- The Power of Specific Messaging:
- Tailor your messaging to speak directly to your target audience's pain points and desires.
- Avoid generic or overly technical language. Focus on relatable, benefit-driven messaging.
- Example: Instead of "We adjust the atlas for brainstem alignment," say, "Are you struggling with chronic neck pain and headaches that radiate to your arm?"
- Specificity builds trust and makes your marketing more effective.
- Engaging Your Team and Audience:
- Train your team to communicate your purpose and promise in a way that excites and engages others.
- Example: Instead of saying, "I work for a chiropractor," a staff member could say, "We help people in San Diego live their best lives pain-free."
- Gimmicky But Effective Promises:
- A promise can be slightly gimmicky as long as it’s clear and compelling.
- Example: A pool service company’s "Green to Clean" promise directly addresses a common pain point and resonates with their audience.
- Clinics can adapt this by offering guarantees tied to their services, such as "Feel Better in 30 Days or Your Next Visit is Free."
Memorable Quotes:
- "Your promise is what you guarantee to the marketplace. It’s the headline that makes people say, 'Wow, tell me more.'" — Rory Morgan
- "If your team isn’t excited about your purpose, how can you expect your patients to be?" — Jennifer Gligoric
- "Specificity in your messaging is what turns casual interest into action." — Tracey Sundkvist
Listener Engagement:
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