Marco Island, FL
Sunny, 64 Degrees
It’s Darin from Magnetic Marketing and I just picked up a couple of great marketing lessons for you on my ride to get a smoothie this morning…brought to you by a cosmetic surgeon in Fort Myers, Florida.
We hadn’t had a chance to go get groceries late last night after arriving back on the island after Midnight.
Besides being tired, everything here basically closes around 9 PM, so for breakfast, a smoothie it would be. Blueberry Bliss.
I took a quick drive to get a smoothie before coming back to write the Magnetic Marketing Minute and then do an interview for an upcoming virtual event with Tom Rauen who’s a Member and a very sharp marketer.
Tom also had a great interview for our No B.S. Inner Circle Members, Creating A Culture That Your Team and Your Community LOVE (This is scheduled to release in June), if you’re not an Inner Circle Member you’re really missing out.
We’ve had some incredible interviews over the past 6 months and the Newsletter is again full of great tips, tools and ideas to grow your business.
…back to the story.
I go down the elevator this morning to my car.
Hop in my car and turn up the radio.
First thing on was a commercial.
Listen a little longer, it wasn’t a commercial.
It was a cosmetic surgeon answering questions from prospects live on the air.
I tuned in part way through it, but this was a great segment.
Caller asks…"If I get this chin procedure done, will I need pain killers or just ibuprofen?"
Dr. gives an answer, longer than this, but basically depends on your pain tolerance, most can use just ibuprofen.
Next question… "Dr. I have these dark marks on my arms and around my ribs, they look like bruises. What are they?"
"You’ll need to send us photos and we can take a look, then determine what they are."
Dr. answers…. "If they are just tags or (another word, that I can’t recall), we could likely us a laser."
"We do virtual visits and you can send your photos to a provided email address."
Next question…"Can small frame individuals get a breast augmentation or do I need to gain some weight?"
Dr. Answers… "Most breast augmentations are done on smaller frames. You don’t need to gain weight, but you may feel the implant because you have less fatty tissue."
…you see what’s going on here.
Next question…"If I fly in from out of state, do I need to arrive early and how long do I need to stay?"
Dr. Answers…"You should arrive a few days in advance so we can meet in person, then you should stay 10-14 days after so we can make sure that everything went as well as we had planned."
Prospects are asking questions.
On the radio.
The doctor is using a mass media, radio, to position himself as the expert and demonstrate knowledge live.
It was a great segment.
He shared a number of treatment types, he told people they could fly in for treatment. Since there are many snowbirds and vacationers, I’d bet he gets a fair amount of this.
The only thing they could have done slightly better was his calls to action.
He didn’t have an information kit that he talked about that a prospect listening could go and get on his website.
In fact on his website there’s a lot of information, but no request for information, it’s straight to a consult.
A consultation is a VERY high hurdle to jump over, especially for those early in their search.
Many are not ready for a consult, but having a package of information for each procedure he does with an FAQ sheet would be great.
He could then build his list and then send a weekly email like this one to his prospects.
This Dr. is doing A LOT right.
He could make some simple, small adjustments and get even more juice out of what’s he’s already investing in.
He could also have a better website domain name. His current domain is his last name | cosmetic surgery .com and his last name isn’t an easy one to spell.
When I got home I couldn’t remember his name, so I did a Google search that most wouldn’t do to find him.
Having a great domain that’s easy to remember is very important, especially when doing things like TV and Radio, where people are driving.
At the upcoming Magnetic Marketing What’s Working Now Day next week on Wednesday, March 10, I’ll be sharing with you a few more ways that this Dr. could take what he’s already doing and turn it into an evergreen asset.
I’m in the middle of building a bunch of these for Magnetic Marketing and with two private clients.
I’ll be showcasing the Renegade Millionaire Re-Launch and how we set up the questions for Dan, the detail we went into to build case studies (testimonials) and then how we took a one-day launch and turned it into an evergreen asset.
The way we built the Renegade Millionaire launch could and should be used for this cosmetic surgeon.