When was the last time you jumped right in, pulled out your credit card and bought a product based on what the marketer said?
For many of us, these situations are far unlikely to happen often.
Today, people are less likely to decide to take action based on influencers, marketers, and salespeople messages. People understand that any communication from a business has a purpose to sell. Naturally, people’s guards are up because they don’t want to be sold to or tricked into making a decision they later regret.
This creates a big challenge for marketers. We need sales to help grow our business, and we need to share our service to help people.
But what are we to do if selling puts up a wall between our clients and our ability to serve? How exactly are we expected to get more people to buy?
Clients respond differently based on the risk involved
People consider high-cost items to be a more risky buy. It’s risky because unless they have a lot of disposable income, they can’t make another purchase of hearing aids over and over again until they find the right fit. These clients feel they lack the expertise to make a good buying decision independently.
People don’t like to be sold, and they like to make decisions on their own.
Low-risk items typically involve customers who have experience buying the product before and are comfortable using their own expertise to make a decision on what to buy.
These products or services can also be low-priced items. The risk of buying the wrong thing for $20 isn’t going to disappoint them as much as paying $6000 for hearing aids that don’t work.
Marketers and influencers talking about a low-ticket item can find easy success without greater hurdles. Unfortunately, you can’t apply the same marketing plan for such a service for your clinic.
Clients prefer to hear from other sources.
Your marketing content will not perform as well as you like when marketing your practice and service.
Clients instead trust other clients, expert opinions and price comparison apps or websites. People trust influential friends and colleagues the most.
That is why when the information source is from the company itself, it often falls behind the information clients can get from other sources.
This is even more important when:
- The buying decision is important to the users and
- The buying decision involves increased risk and uncertainty.
Here’s what your marketing should look like instead.
You can still offer to share your expertise and highlight what you can do and provide for your clients.
However, there is something else that is much stronger and more powerful.
Getting your clients to do the talking for you. The emphasis of marketing for the twentieth century is not content marketing but user-generated marketing.
Hence, reviews from clients, referrals, third-party reports, or expert advisors content win far better than branding, advertising, or product/service information.