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about how a cosmetic procedure is done, educating them about the causes of (wrinkles,
fatty deposits, sagging eyelids, etc.), educating them about the solutions, educating them about the good and bad aspects of it, etc. You simply cannot over educate people. Now, by tying this in to our automatic marketing systems (recorded messages, free reports, etc.) you can put this whole system of educating on autopilot Maybe you're thinking anything from the 1920's can't possibly work today -- WRONG! Murray Raphel (a retail direct marketing consultant) tells the story of how he was visiting one of his clients, Ethan Allen Furniture, and he noticed carpenters in the back room repairing furniture. He asked, "Do you make furniture here?" The reply from the manager of this store was, "No, those are carpenters doing work on Ethan Allen wood furniture." He went on to explain how every customer is given a lifetime guarantee on all their wood pieces. And of course he said, "But all Ethan Allen stores do this." But of course no other store advertises this fact. Soon Raphel ran an ad stating "Every piece of Ethan Allen wooden furniture is guaranteed for your lifetime!" And wouldn't you know it, a competitor soon ran the same guarantee in their ad. But guess who got the credit for the guarantee? That's right -- the original store. So take the time now to write down what you do in your practice (even if its the exact same as any other cosmetic surgeon). Soon, you'll come up with a list of preemptive strikes you can use. |
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