In our previous BizTips, we discussed how you can get your audience’s interest in your service using benefits in the core message of your marketing campaign. Now that you got them interested, how do you inspire their desire to decide to select you? That is exactly the purpose of this BizTips issue.

The desire or the need to do something is usually inspired by two elements:

• Gaining happiness
• Avoiding pain

If you examine television ads closely, you’ll discover that major advertisers use either or both of these concepts. In particular, drug companies usually make you afraid of what could happen if you don’t take their drugs, they will then quickly follow that up with how wonderful you’ll feel if you take their drugs. This is human nature; we will act to avoid fear and pain first before feeling good. This may sound a bit manipulative, but the good news is, you get to decide which way you’d like to inspire your potential patients to pick up the phone and make an appointment to speak with you. Send us an email if you’d like to know more.

We all have too many bills to pay. Why not make it a marketing opportunity? Why not includes one of your OWN brochures or business cards in every local bill you pay. Why not send your literature along in the next set of bills you pay?

You may want to include a special promotion for your suppliers or referral incentives.