Spur Client Action with Meaningful Messages

Research shows that Americans are bombarded by nearly 20,000 marketing messages each day.A fraction of these messages are noticed, and even fewer resonate long enough to be remembered, let alone spur action.

Be Clear and Brief

Whether your clinic uses a blog, a Facebook page, a Twitter feed or any other digital medium to connect with clients, being clear and brief are key if you want to make a lasting impression.

Before you write anything, have a point in mind. Every story, sentence or tweet needs a focus, so pick a single idea, and make it work for you or
your clinic.

The Internet is full of images of cute animals, so be specific about why you are posting a photo of a pet on your Facebook page. Did you rehabilitate it with a laser? A specific surgery? Are you offering a puppy and kitten vaccine special?

Before you put finger to keyboard, ask yourself, “What do I want my clients to learn from this message?” Even better, “What do I want my clients to do?”

On Facebook, posting a question (versus making a statement) can be a highly effective way to elicit action. For example, discuss the many ways your practice caters to its feline friends, then ask, “Have we seen your cat lately?”

Focus on the Benefits

Most important, appeal to your clients’ self-interest. Move from “we” to “you.” Instead of, “We offer “ try, “You’ll receive.”  Remember, the most effective Web-based marketing copy focuses on the benefits of a product or service.