I was working on the marketing plan for a new client and asked for a list of publications that they’ve advertised in the past. I could hear the agitation in the physicians voice. . . he said, flat out “print doesn’t work in our market – never has. The phone simply doesn’t ring!”
You see prior to bringing Acara on to create their advertising they had nice looking ads, some original, some from vendors, but none with a strong call to action. A “Call to Action” is a direct request that you give to the reader that creates urgency. Call now, sign up today, etc. It’s not enough to simply provide your phone number and web address. You need to ask yourself why would they bother to take action today instead of a week or month from now? By creating a sense of urgency to your ad with time sensitivity – you are more likely to generate leads – today.
That said, you should know there are different types of advertising – branding and call to action are two very different strategies that solicit different responses. Last time I checked – the average medical spa or aesthetic practice didn’t have a big enough marketing budget to only run a branding campaign.
Here are some ideas to get your phone ringing off the hook!
Deadlines – make sure people know there’s a limited time for them to act (this should be in EVERY ad, direct mail, email, etc…)
Introductory Offer – this could include a special price or additional service that are available for a limited time.
Complimentary Consultation – Free Consultations should be a standard offer in the aesthetics world. This is your opportunity to listen and educate.
Free Gift – Everyone likes free gift. A product, gift card or newsletter are enticing offers. Link this to a consultation and it’s a home run.
Gift with Purchase – Upgrade, upgrade, upgrade – what can you provide that will create “added value” to your services. If you offer photo facials, a microdermabrasion is a great gift with purchase or perhaps a sun screen.
Financing Available – Regardless of the current economic situation, this is a reassuring message that says I can afford to do this now.
Not every publication or mailing list will work. Make sure you’re speaking to your target audience.
Now get to your reception desk and answer your phone.