I was so very surprised what unfolded in a recent conversation I had with a physical therapy clinic owner. The clinic owner was telling me that she hired a new team member in the last few weeks and was already disappointed that this team member wasn't meeting her expectations. Several things came to light - glaringly - during this conversation.
Here is what came to light...
... the clinic owner had not communicated the culture and values of the clinic in the hiring process and therefore was unable to determine whether this person was a good match or not for her clinic
... next, the new team member was not given a formal orientation to her job and the clinic
... lastly, when I asked the clinic owner about her businesses identity, culture and values, she had difficulty articulating these to me.
What does this example tell us?
It tells me that many of us operate with a gut feeling about who we are, what we want to be, and what values we pursue in our businesses. We are unable to clearly articulate our business identity! And furthermore, we are unable to reflect this identity in everything we do - hiring new personnel; developing marketing materials; giving presentations that compel people to work with us, and on and on.
Now read this example...
I frequently have lunch with friends at a wonderful restaurant nestled in many acres of gardens right in the heart of Vancouver. The food is very good, the atmosphere is very pleasant, and the staff treat us like we are special guests. In a recent visit to this restaurant, the manager asked me if I would like one of their new brochures. I said I didn't really need one as I frequented their restaurant and knew it well. Then I changed my mind and decided to acknowledge his excitement and take their new brochure.
What I found was remarkable! This restaurant knew how to communicate their business identity. Here is what I found in this brochure:
"More than any other venue, Shaughnessy Restaurant provides an extraordinary backdrop for our guests' most cherished celebrations. Shaughnessy Restaurant continues to be the venue of choice to celebrate that spirit and the good things in life. Our goal is to provide, at the highest level, a meeting place where everyone is welcome. Where experience is never forgotten, and the next visit is eagerly anticipated.
Our menus perfectly compliment the surroundings - innovative, contemporary food. Changing with the seasons, our menus feature the best ingredients available.
My point is that this brochure, full of spirit for who they are, and what they offer, beautifully produced with photos on thick, glossy paper is doing just what they intended: acting as a reminder that this place is special and will always make you feel special. They have exactly what you're looking for when you dine out! In a nutshell, that's what you want your business brand and identity to do for you!
I'm suggesting that you can create marketing and 'welcome' materials that inspire people to use your services, to work in your clinic, and to send you referrals.
So, interestingly, within the community of clients of Prosperous Physical Therapy, I am beginning to see marketing through websites, brochures, and 'welcome' materials that convey energy, inspiration, business confidence, and passion for what they do. And these clients tell me this is working!
For me, this is a refreshing change from all that text telling me about, 'Affordable Coverage Options', 'Effective Treatments By Experienced Clinicians', 'Short & Long Term Pain Relief', 'Range of Services', 'Access', 'Flexible Scheduling.'
So, here's my checklist for effective marketing and 'welcome' materials.
And remember that people take in information in three ways, words, pictures and kinaesthetically, so your marketing materials must communicate in all these three ways.
- Communicate your business identity and brand.
- Appeal to your niche demographic and make reference to them.
- Have lots of fabulous of photos in a contemporary style (taken by a professional) with people in them who look good and feel good and who represent your niche demographic.
- Reference your core idea. (What's is the restaurant's core idea?)
- Explain why you do what you do, the style in which your practice does it, who you do it for and what's in it for someone who comes to your practice.
- Introduce your team as real people and not, "Dr Drill qualified from Guys in 1863... "
- Show your facilities.
- Tell what you offer and the difference you make in people's lives.
- Give a guide to your fees.
- Talk about promises and expectations.
- Make a call for action - 'Call us today' - and provide contact information.
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