subject: Ways to communicate more effectively while doing your practice marketing [print this page] Ways to communicate more effectively while doing your practice marketing
The prevailing attitude of American consumer is "So what? What's in it for me?" Once you comprehend this, you can start to communicate to consumers in a way that appeals to their "what's in it for me" attitude.
If you've ever made your own marketing materials (brochure, letter to patients, promotional flyer and the like), you might want to review them after you are through with reading this article. The first thing you should look for is how many times you use words like "we' and "our" in your communications. How many times have you started a letter, a sentence or a paragraph with "We"? After that look at how many times you use words like "you" and "your". Make a comparison of your totals.
What is it that "you" is so important?
Your aim is to make the reader feel important to you by talking to them and their needs directly. Making use of the word you' as often as possible (without making it sound forced) is one of the most efficient ways to achieve that. It attracts the reader closer to your message.
On the other hand, clients and marketers who use lots of "we," "our" and "us" in their messaging are putting distance between themselves and their readers. The reader wants to be the centre of your message; however comes away with the feeling that you're the focus of your message. When the reader asks the inevitable "what is in it for me" question, the answer will be "nothing".
Which of these two messages are you likely to react more favorably to?
a) The e-brochure is the latest high-tech digital media product.
b) You can reach your online audience more efficiently with the new e-brochure.
The first choice is "we" oriented and comprises no benefit to the reader. The second choice is "you"-oriented and advantage-driven. You will make your message much more effective by telling your audience what's in it for them.
Take the help of healthcare marketing agencies to give bones to your practice marketing.
