Bringing in new clients and patients means knowing how to tell your story, and knowing how to tell it the right way. In this week’s podcast, we explore the various stages of the process and story of awareness, giving listeners insight on the best way to not only gain their client’s trust, but keep them connected for the long-haul.
For most campaigns, only about 4% of those who see it are ready to buy right now. The other 96% need extra convincing, and that’s done through storytelling and awareness. In this episode of our podcast, you’ll learn the ropes on educating your clients, gaining their trust, and showing them that your practice is the best solution for their greatest pain points. By the end of this episode, you’ll know what you need to say to convert that untouchable 96% and start bringing in more clients and patients today.
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April 12, 2021
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MATT COFFY: All right. Thanks for clicking that button and having another episode with me. I’m going to be talking about the process of story and awareness. We go through a lot of dialogues with customers and other entities that we work with that don’t necessarily have patients in their marketing strategy, because they haven’t put together the thoughts around the story and awareness, and the sequencing of events that have to happen in order to gain trust. See, customers or patients, or any type of person that is out seeking or potentially unaware of seeking of their ailment or pain need to have some sort of dialogue. Let me tell you a story. That’s the first thing you need to think about; which is the story that you’re going to encapsulate around the strategy that you’re going to be providing for your potential patient, client, or even your customer who is now in the mode of deciphering you as an entity for their solution.
MATT COFFY: Let’s talk about that real quickly, only 4% of the people in a marketing campaign that we, when we run marketing campaigns, we are literally talking to 4% of those people who are really ready to buy. And, buying is a unique proposition because buying means that they’ve actually gotten through that barrier of making a decision based off of trust. And you need to build trust in all of the different sequences that we have going through these strategies. So let’s talk about that real quickly. First, let’s talk about the first stage of awareness. Now, when we run marketing campaigns, we typically call them marketing funnels because people are, in general, not really ready to make any decisions based off of just going into the market and seeing a blank canvas of opportunity for solving their problem, without having some experience historically with a brand. So if you think about it, they may need to be even educated beyond seeing the person’s name or the company’s name.
MATT COFFY: They first may need to even know they have a problem. And that’s what your first strategy in telling your story should be about, which is about the problem that exists so that your customer or your client or your patient is aware of a certain condition that they may have, or may not have thought about before. That is something that they need to solve. So that’s that first step of awareness. Again, we’re trying to progress people through to the end of this marketing campaign or marketing funnel. And these things are the difference between a winning campaign and one that sort of just falls flat because it doesn’t have enough steps to capture the rest of the 96% of the people who are not ready to buy yet or not ready to purchase or make a decision yet. So let’s go through stage two, which is really the problem itself.
MATT COFFY: So what problem are you solving, that you can now talk about the pain around that problem? So the pain that exists around each one of these problems that is in your market. So now you’ve gone from stage one in your marketing, to telling the story around what problem exists. And then stage two is your second story, that is about the pain related to this problem. And that problem itself, or the thing that you’re trying to now solve, goes into our third stage of awareness, which is learning about the solution. So if you now can say, here are the solutions to the pain that you’ve discovered now that you have, or didn’t consider that you have, again, a lot of people in multiple markets, multiple services need to be aware of actually things that could hurt them or could make them better. So we’re always trying to go away from pain and towards pleasure.
MATT COFFY: So these things are all incorporated in sort of the messaging. Again, that third story of the solution is how you architect the next stage, which is once you begin to talk about the solutions available for the pain, you start to position your solution as one of the best solutions for this typical pain or process or anything that’s in the market. That is a problem. So these are the things that are in your niche that you can start to describe. Again, we’ve gone through four different sets of awareness for different stories around how these things can be solved. And then the final stage is the fist stage, which is the irresistible offer. So what we want to do is basically take someone down this funnel, this marketing campaign, through unawareness, through education, about the problem, about the pain, about the solutions, about how you’re the best solution, and then get the offer underneath all of this.
MATT COFFY: So that when they do recognize that you have a solution, you come in with a offer behind all of this. Now, if you can tell the story across all of those different levels of awareness, the 96% of people that aren’t ready to buy right now, become part of your funnel. They could become part of some spade stage in your funnel. So as they come down, as they come down through the stages of awareness, that is your storytelling strategy. So if you have the time to build this structure and a little bit of strategy around how to do this, and basically start to sequence people, through these different options of understanding from awareness, you will do much better than the Average Joe, who basically just puts out an offer and doesn’t take the time to educate their consumer, educate their patient, or educate their people through all of the different stages of awareness. I hope this helps it’s another marketing tip,
MATT COFFY: Take care.