Having had to flick through various channels last night in order not to watch the Eurovision song contest only to find nothing I decided to view the experience as a learning curve to see if anything beneficial could be derived from the programme. To my surprise there were a number of marketing pointers that could be gleaned from those three hours of unending drivel.
First and fore-most I really could have spent the time more wisely! If you consider how much you earn on a yearly / monthly basis and then divide it by the number of hours you have to work for that total this will give you your hourly wage (it is a lot easier if you are salaried as you will instantly know your hourly pay!). Once you know how much you are worth per hour then you can establish whether or not the television you are watching / the book you are reading / the lazing about you are going is really value for money and is worth your investment both in time and money.
Secondly, England (my home country) ended up with a total of 12 points from a theoretical 516 – so not bad going! There were 43 countries in the final so if they had all given us one point we would have had more than treble what we actually achieved. This is similar to how the majority of businesses look at their marketing… most are always looking for the next big thing that will pay them a huge one-off dividend and failing to take in to account the compounding or exponential effects of lots of simple multiple efforts. I don’t know any marketing techniques that can get 516 new clients on a consistent basis but I know at least thirty ways to get 20 whenever I want. I often find that multiple efforts very often equal far greater rewards and for this reason I would urge you to stick to the simple basics of marketing and do what works.
Thirdly, our singer was Engelbert Humperdinck and his single only charted in the U.K. for one week before it crashed out and disappeared. This is because all the older people (the singer himself is in his late seventies!) who would have normally bought his song were unable to do so because it was only available for the first few days on sale as a computer download. It is believed that the older generation will not download songs instead preferring to buy them in a physical format and because none were available, none were bought and our song flopped.
The obvious conclusion from this is that you need to give people what they want in a form that is understandable to them and a form they desire. Don’t try to sell people want you think they want or what you think they should have because you will only end up frustrated and with no clients or customers! Also, an extra bonus tip, explain everything that you do in terminology they will understand. Do not use jargon to try to impress – instead make everything you do clearly understood so that clients and prospective clients know what they can expect and you will find they will listen to and act on your advice.
Fifthly, we had a “power” ballad compared to the vast majority of performers’ upbeat, fast moving songs – and we came second to last… Sometimes you have to know you target market and what they want – if they don’t want what you have to offer them then they aren’t going to buy… simple as that! In very simple terms you need to use the right bait to catch the right quarry otherwise nothing is going to bite and you will just end up hungry. Make sure you match your advertising to what the market wants and make sure that your advertisement captures their attention in the headline and keeps them reading.
So there you have five quick marketing thoughts brought on by enduring the Eurovision song contest. All of these ideas are easily applied to any business and when they are they are guaranteed to increase you turnover and number of clients. Just make sure you do apply them and then the suffering I endured watching the programme won’t have been for nothing!
W.J. Simmons has been involved in complementary health for over 25 years as both practitioner and lecturer. During this time he noticed a wide discrepancy between how successful individual clinics were – one which had little to do with the skill of the practitioner.
The successful clinics all had procedures allowing them to maximise the number of patients they attracted, keep hold of existing patients and generate referrals at will.
Learning from these practitioners allowed him to semi-retire in his mid 40s and help others grow their own clinics using easy to implement, ethical ideas. This know-how is available as the Exponential Practice Growth programme. Grab a FREE copy of the report “How To Generate High Quality Prospective Clients And Appointments” containing sixteen strategies to boost your patient numbers from http://www.exponentialpracticegrowth.com/newsletter.html. and start growing your practice now.
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