I hope you’re having a fantastic afternoon.
I just actually finished up with a new client of mine and love doing game plan sessions with all of our new clients.
It brought up a really interesting point about the marketing strategy that he’s currently using and it really resonated with a lot of our Allied Health Professionals do it the exact same way.
I actually find that their marketing is actually being done the complete opposite way to how it needs to be done.
And so I thought, what better way than to step outside and cut a little video to give you guys a huge amount of clarity moving forward as to how you need to best think about your own marketing.
And so, I’ll paint a little bit of a picture just with this client of mine.
He’s male. He’s a physio. He also has a part-time Exercise Physiologist that they’re in the process of making into a full time Exercise Physiologist and then a part-time new grad physio as well coming on board as well.
And so we were chatting and I was talking to him about going through a lot of the questions as we have a really solid game plan that we do with all of our clients.
One of the things that we got to was the marketing side.
He basically turned around and said, “Oh, we’re doing some doctor’s visits and we’re doing social media stuff.
He turned around and said, “Look, we’re doing a whole bunch of things at the moment because eyes are on social media and I’m told that that’s where people’s engagement is.”
I totally agree. And so I said, “So, what’s your actual target?”
And he went, “What do you mean?”
I said, “What’s the actual target? What’s the actual offer? How are you actually communicating to the exact avatar?”
Of which it was all met with a complete blank.
And so, that’s when I started to delve a little bit deeper.
And the simple fact is this. Basically, every Allied Health Professional completely does this from the wrong way, from the bottom up, from the back to the front – however you want to phrase it.
So, they do the copy first.
They go, “Oh, I’m going to go and do a whole bunch of GP visits.”
Or they say, “We’re going to go out and do a real push and we’re going to start talking to the local sporting teams and go do some presentations on stretching and that type of stuff.”
Or they turn around and go, “We’re going to start doing more social media because everyone’s on social media, so we’ve got to start putting out pictures and then videos are better than pictures, so we’ve got to do that now.”
And as you can see, that’s all copy.
It’s the medium. It’s the way in which you’re getting the message out and that’s actually the last part that you should be looking at.
And there’s a simple strategy that I work and I teach on. It’s called TOC – Target, Offer, Copy.
And so, the thing is quite simply this. You’ve really got to start with the end in mind.
You’ve really got to start with the target.
That has to be the first point of call.
And so, when we started breaking this down, we found out that one of their niche areas they’re really starting to focus on is in and around the mums and bubs, in and around women’s health and starting to work on postpartum work, and working on Pilates classes for women and things like that.
And so, rather than just plastering out a whole bunch of, “Hey, let’s do social media. Let’s go and do pictures of shoutouts of the groups,” and stuff like that, we need to actually have a really clear structure of the target.
The target comes down to 2 questions that you need to be able to answer.
The first question has to be WHO.
First of all, it’s who. Who is the target?
And saying women is your target or new mums for instance, is still not clear enough.
That’s a demographic. There’s a huge range of pregnant women, women of different ages, sizes, socioeconomic backgrounds, first child, fourth child – all of these different things.
Women as a whole, they’re a demographic.
I mean it’s hard enough for us blokes to please one woman, let alone a whole lot. That’s a different topic.
So, the thing you have to be able to do is you have to be able to break that target down.
The way in which you talk, for instance, to 25-year old, the yummy mummy type effect—and sorry to phrase it that way—for a new 25, 26-year old first time mother on the Northern Beaches of Sydney is going to be completely different to say, Southern Sydney, 40 minutes from the city where there’s maybe a completely different ethnic race.
It might be their third or fourth child, completely different socioeconomic status.
Whereas, maybe the mother on the Northern Beaches has got the $1,200 or $1,400 pram. They’re drinking $6.50 almond milk lattes.
They’re hanging out at completely different places to where the mother of the third child we were talking about just before is.
And so, as a net result, the way in which you communicate where you actually find them has to be completely different.
And you can’t just blankly go, “Oh, I’m going to go do a marketing campaign with pamphlets or social media.”
If you’re going to have that approach and go, “Everyone’s on social media, I’ve got to go there,” then, you’re completely missing the point.
No, I’m not having a go at social media at all. I completely love it. It’s fantastic when you get it right.
And so, don’t think of the copy first. You got to start with the target.
And you have to be able to answer the first question of WHO and the second question of WHERE.
Where do you find that specific target in the highest concentration?
You don’t want to be fishing out to sea off your boat.
You want to be shooting fish in a barrel.
So, if you’re looking at a 25-30-year old mother of a first child, living on the Northern Beaches of NSW, you’ve got to start to understand where they’re going to be in the highest concentration.
They’re going to be heading out, maybe at Yoga classes.
Or maybe they’re out at the park.
They’re doing mums and bubs classes, etc. out of cafés – completely, completely different place and way in which to market than where they are with the other example we were talking about before.
And so, you’ve got to really understand WHO and then WHERE.
Once you do that on the target side, you move to step 2.
And step 2 also has two questions you need to answer.
The first one is WHAT and the second one is WHY.
Actually, I love using this example.
You don’t ever go to Bunnings to buy a drill.
Okay, a lot of you guys go to Bunnings because you want the sausage sandwich. I get that. I do, too.
But you don’t go and buy a drill.
You actually go and buy a hole in the wall.
Because no one ever actually bought a drill because drills are useless.
They don’t actually do anything more than provide the outcome and the outcome is a hole in the wall, or you want something screwed to the wall.
And so, as a net result, what are these people actually buying? They’re not buying pelvic stability.
And they’re not buying less back pain.
You’ve actually got to look at WHAT they’re actually buying and WHY they’re buying it.
What they’re actually buying in a vast majority of situation for this 25-30-year old, Northern Beaches mum, the $1,200 pram, the $6.50 almond milk lattes, etc. – what they’re buying is compliments from their husband.
They’re wanting to have their husband come home from work, for instance—and am I being stereotypical? Absolutely.
They walk in from work and go, “Damn, you’re looking hot.”
They want to be able to go out to the movies with their friends or go and do a mums and bubs class and have people compliment them on how well they’ve gone since they’ve had their baby and how their figure’s looking good.
That’s WHAT they’re wanting to buy.
They’re not buying a class.
They’re not wanting to wake up in the morning and go, “I’m buying exercise physiology today,” and wanting to do these group classes that the physio is wanting to run with his exercise physiologist.
They’re just not doing that.
That’s not WHAT people actually buy.
Again, you don’t buy a drill. You buy a whole in the wall.
So, “What is it?” is got to be the next one.
And then the other one is WHY.
WHY are they buying it?
What’s so important to them?
And then that starts to formulate the message and the actual words that you’re going to be able to best get through to them to make them make a buying decision based on the fact that you now know WHO they are, and WHERE they are in the highest concentration.
You can speak to them on the level that they want, providing the solution that they want; not “Hey, you come and do this because it’s good for you.” “Come and do this for fit and healthy.”
No, no, no. Speak to them in their terms.
They want to be told they’re looking damn fine after they’ve been through childbirth.
They want to get rid of the extra few kilos and things like that.
So you’ve got to know the WHAT they’re really buying and WHY – why it’s important to them.
And so, that’s the target and that’s the offer.
Then you move to step 3 which is about copy.
And that’s when you start to go, “All right, if I now know WHO I want and WHERE they’re going to be and I can start to now understand WHAT they’re actually buying – they’re not buying exercise physiology or physiotherapy or Pilates classes. They’re buying compliments.
And WHY are they buying that? They’re buying that because they want to feel good about themselves.
They want to feel valued.
They want to know that they’re a bloody good mum and they’re doing a great job post – maybe they had a C or something like that – post Caesarean childbirth, etc.
But that’s WHY they’re wanting to do this.
And so, now you have this complete avatar built as to WHERE, WHY, WHAT, HOW and now you can actually speak their language.
Now you can actually go out and work out what is the best copy to get to them because I tell you right now, doing a whole bunch of social media in that type of situation is not necessarily going to be the best way.
You should be looking at doing better copy to do with… maybe doing a host beneficiary alliance or JV’s, etc. with one of the local cafés that they hang out.
And I actually have had a client who’s done this very successfully.
Some people say it’s stalking. Actually call it Guerrilla Marketing.
Jay Conrad Levinson, one of the greats of all time would back me on this if he was still alive.
Actually have gone down and actually started to work in and around the kids’ playground.
And it was huge because that’s where they are in the highest concentration. Started to actually do classes about 50 metres away and the women were actually coming up asking who you are, what you do, etc.
Before you know it, they were running 2 one-hour classes with about 15 people in each class at about $15 or $20 a hit. They were absolutely killing this.
And so, you get the copy done last. That’s the last thing you do.
If you were to do a JV or a host beneficiary alliance with so many different companies, you’re going to be able to find out, because you’ve already worked out, where they are in the highest concentration.
You can then start to speak their language, provide the solution that they really want.
Target your wording and your message, etc. to get the best conversion.
And so, as a net result, what I’m trying to say here, guys, you’ve got to use the TOC strategy.
Don’t just go for, “Oh, we’re going to do the doctor’s visits,” or “Hey, I’m going to go and do some letter box drops,” or “I’m going to go to the local school and target through the sporting clubs or corporate environment.”
Don’t go to the copy first.
It’s the complete wrong way around this.
The best people to do the marketing in Allied Health are the people that always start with the target.
Like I said, you’ve got to go target and answer WHO – as a target, not a demographic; WHERE you find them in the highest concentration.
Then you move to the offer and you have to be able to address the WHY and the WHAT.
WHAT are they really buying and WHY they’re really buying it?
And then you go to the copy, because you’ll actually find that there’s a whole lot of non-mainstream marketing approaches that are going to best suit your target environment by thinking outside the square and following this TOC process.
And this is by far the best way you’re going to get your return on investment for all of your marketing moving forward.
Start with target. Then move to offer and then do copy last.
Please don’t go the opposite way around because you’ll completely muck it up and it’s literally like throwing darts at a dart board blindfolded, because you’re hoping that your social media post will work.
Or you’re hoping that your letter box drops work.
And hoping doesn’t give you a return on investment.
It doesn’t grow your Allied Health business, guys.
So, use the TOC strategy – Target, Offer, Copy.
It’s brilliant and it’s so easy for you to do this with all of your different targets.
And then, if you want, rather than having to design completely new campaigns, all you need to do is go back to the copy and go, “Right, we already know my target market, WHERE they are, WHAT they want and WHY they want it, what’s another part I can remarket in another way?
So, rather than doing social media, maybe there is a joint venture there with someone.
Maybe you can do a host beneficiary alliance.
And so, you can actually run 4 or 5 very similar marketing campaigns on a different copy but based on the same target and the same offer, which means it is super cheap.
It is super easy and you get a much more captive audience and your return on investment is like twofold, threefold, fivefold; like, it’s crazy how much better and easier this actually is.
So, guys, that’s all for me; a little bit longer video than what I thought.
Thanks for sticking around.
If you want my cheat sheet, just click on the button below.
I’ll load it up so it’s there underneath and just grab the cheat sheet.
It’ll take you through Target, Offer, Copy; step you through it and you guys can go and blow it out of the park from the result.
Hope you’ve had a fantastic day.
I have. I’m going to go in and have some dinner with the family and I’ll talk to you guys soon.