Diane: “So what you are saying is that new practitioners advertise in Natural Nutmeg because their sales increase, not because I’m nice.”
Josh: “(9) Exactly. Likability is important, but it is not enough. You need to demonstrate that your product is valuable. Show them only tangible, measurable results. And you have so many suc- cesses.”
Diane: “Like Melissa Martin?”
Josh: “Definitely. That’s a great story. Think about it: she wrote a brilliant article and ran an ad for $375. She got 13 new clients and generated $7000 in sales in one month from a single ad. I would advertise immediately knowing how Natural Nutmeg helps its advertisers and how responsive its readers are.” (10) Also, position your practice to appeal to the patient’s strongest need. Your ad must give life to an unspoken feeling, fear, hope or desire and demonstrate enough proof that you can help them get closer to a resolution. When your reader feels like you have done both, they start dialing your number.”
Diane: “I follow that. So how do you know which appeal is the strongest?”
Josh: “(11) Unfortunately, most profitable advertising is like a great cocktail: 1 part inspiration and 3 parts testing. Just because you have a great appeal doesn’t mean you sell more. You may need to test more than one to strike oil.”
Diane: “So I’ve got their attention. I’ve established a connection. They think I’m credible and believe that I can make them feel bet- ter. What’s next?”
Josh: “Glad you asked. Because this is definitely the most impor- tant part of your ad. It’s something that you can’t be without. Every great advertisement has one, even if it is buried into the message. Do you know what I’m referring to?”
Diane: “I think so.”
Josh: “(12) An Offer. You need to make an offer they can hardly refuse.” Diane: “Can you give me an example?”
Josh: “OK. The best offers do several things. They put “you” at risk, rather than the buyer. This is much more than a guarantee. It’s beyond that. When they read your guarantee, it makes them feel guilty. Almost like they would be taking advantage of you by ac- cepting your offer.”
Josh: “They inject scarcity. They restrict access and by doing so increase sales.”
Josh: “They build value. Almost excessively. In the case of a practi- tioner, the offer is enriching enough to cause people to take action. Right then and there. Pick up the phone and book an appoint- ment.”
Diane: “Is there anything else?”
Josh: “(13) Yes. You need to make it very easy for people to buy from you. Response devices need to be obvious, graphical, large and easy to read. Give people several options including cutting out a coupon, calling a phone number, opting in on your home page. Think ‘easy, simple, obvious, do it now.’”
Diane: “…Josh, this has been fantastic! I can’t believe how much valuable information you have provided in one interview. Should we make an offer, then?”
Josh: “What do you think?”
Diane: “How could I not after all of this great information! So, here it is... If you are in private practice or starting one and you want to advertise in Natural Nutmeg…Josh has agreed to share his response-boosting tactics with any new advertisers that place an ad in our June and July issues.
Simply call 860-206-9500 and ask for me personally. You will be invited to join Josh and myself for a private workshop where he will teach you “How To Design Ads That Make The Phone Ring.” You’ll get to ask him questions and work with him 1-on-1 to posi- tion your practice for success.
And, you get Josh’s free guide to digital advertising just for at- tending. It is chock full of trade secrets not available to the general public. He will only share them with new advertisers that attend this private workshop and place their ad in our June or July issues.
Diane: “But there’s more.” Josh: “Yes. And it’s a big one.”
Diane: “I’m also going to give all new advertisers a FREE Track- able 800 number on their ads. Calls will automatically redirect to your practice phone. At the same time, you will get an email with Caller ID, name and time stamp so you will know for certain who is calling from your ad. You will never miss a chance to talk to someone even if they don’t leave a message.”
Diane: “And I’m so confident that we can grow your practice that I am guaranteeing every dollar you spend. If you don’t get results, we will refund your money with no questions asked.
Josh: “Wow, Di, that’s a superb offer. But you forgot something important.”
Diane: “Oh yes, if you want “in,” you must call 860-206-9500. There are very limited spaces in this workshop and Josh only has time to run one workshop before your ad is published. Right now, we have 24 seats available.
Consider This: Natural Nutmeg reaches 125,000 people. Like you, they are in private practice and reading this offer. If you are serious about growing your practice, you need to call 860-206- 9500. Once all the spaces are filled, we will not take on any more attendees. So be the first by calling 860-206-9500.
12 Natural Nutmeg April 2012
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