Knowing Your “Human” Equals Massive Success
This was my topic for the Maximize Your Bottom Line Summit in 2021 and Beyond presented by Erica Castner from December 27th to the 31st in 2020.
What an opportunity! I LOVE discussing all-things digital marketing and am especially passionate about this topic of understanding your ideal human or, in our case, ideal patient.
The reason I titled my discussion with the added phrase of “…the Foundation for Success” is this:
Every marketing campaign MUST begin with understanding whom it is that you serve, why you serve them, what problems they have that you can solve for them, and what products and services you provide that you can offer them.
Many will say, “well, of COURSE this has to be at the foundation of every marketing campaign.”
But, alas, after conducting a full audit of many of my clients’ online marketing presence, it becomes clear that they haven’t either…
- really defined their ideal humans or
- haven’t been able to articulate who their ideal humans are and what these ideal patients want in order to transform their lives.
You’ll read and hear me speak time and again about why it’s important to understand both the demographic and psychographic profiles of your ideal patients.
Every time I sit down to write a blog post (like this one), write a social media post, get invited to speak on a summit or a live interview, or even create a graphic, I either pull out my ideal human avatar sheet or think about a question I’ve heard my ideal human ask recently to make sure I’m writing content that adds value to their lives.
One of the most important skills you can develop is your ability to listen… to really listen to your patients. This means finding out how they talk about the problems they’re discussing in your exam lanes or on the phone with your front desk team member, on social media, and to others in your community.
It also enlists the need to actively and empathically listening to them.
If you can adopt these advanced listening and empathy skills and teach your staff how to demonstrate them, you’ll be the talk of the town!
Patients are amazed when they feel you’ve honored them with your undistracted time and that you “seek first to understand, then to be understood,” as Stephen Covey discussed in his famous book, The 7 Habits of Highly Effective People (one of my all-time favorite books).
And, if they (or potential new patients) see your marketing messages, feel that you’re speaking directly to them, and (BONUS!) that you are able to articulate problems they don’t even know they have yet… WOW…
You’ve just won over a new patient!
Just think about how other marketers have hit a home run with you by the marketing messages they’ve created! You know, the messages that made you think they just had to have read your mind to where you’ve thought, “heck, yeah, I need this thing they’re offering!”
I hope you’ve made a connection to why knowing your human is the foundation for your success!
If you’d like to see the replay of the entire Maximize Your Bottom Line Summit, click on the link or button below:
I’d love to attend the replay of the Maximize your Business Summit
Here’s the original Linkedin Post:
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