Have you ever had a marketing piece fail, and you just can’t figure out why? You thought what you included in the piece was very important and something your patients should take action on right away, so why didn’t they? While there are a host of reasons to consider, one of the first things you should check is your Message to Market Match. In the most basic terms, Message to Market Match means starting every communication with an analysis of your market, then thinking about what they want, and using that information to formulate what your message should be to your market. It’s basically the “Why Should They Care?” test. Sounds easy, right? Well you might be surprised how difficult this can actually be, and how easy it is to forget this when formulating your marketing pieces, until you become really intentional about it.
Start with Everyday Conversations
To help our Team understand how to become intentional about doing this in our marketing, Jay first explained to us how to do it in our everyday conversations. Because you see, matching your message to your market is not just for when you are talking to external audiences. It is also critical in your internal messages to your Team and your personal messages, too. The first step to being successful is to learn the art of looking through someone else’s eyes. It is the only way to truly understand what a person is thinking and to figure out what will motivate them to action.
Jay told us, to look through someone else’s eyes you need to start with what you already know about them. For employees and even family members, you are able to look at their Kolbe A Index (Kolbe). Knowing a person’s Kolbe is like a magic trick… it’s a connection trick. You also need to look at their body of work or their history. What actions have they taken in the past in similar situations? Finally, look at their situation and see what problem exists that needs to be fixed. From their perspective – not yours!
External Audiences Come Next
The same basic steps apply to external audiences. You may not know what their Kolbe is, but you can find out their demographics and even their sociographics with a little research. As for history: you should be tracking your patients’ history… not just their clinical history, but also their purchasing and behavioral history. You can use this information to figure out exactly who your ideal patient is, but also the type of patients you don’t want any more of in your Practice. As for what their situation is and what type of problems exist for them, you can look at what they are asking your office for on the phone or during their visits to learn what they really want. Think of it this way: if you know what they’re thinking, you’ll know what you need to say to them in your message to move them towards the action you want them to take.
The Art of Looking Through Someone Else’s Eyes
So, as we head into the rest of this year, think about how well you are matching your message to your market. But more importantly, spend time practicing the art of looking through someone else’s eyes. And guess what? There is a very cool unintended consequence of doing that. You will find that the more time you spend looking through someone else’s eyes at yourself, especially in relationships that aren’t going well, you will discover that the problems are not really what you thought they were. Most often, you will find that the changes needed are changes in YOU, or in the case of your customers, changes needed in YOUR PRACTICE. And these types of changes, the ones involving YOU, are the best kind of changes because they are completely, and I mean totally, in your control to fix.
For more marketing insights, call us at 855-390-1709. We can get you signed up for our Marketing Director Bootcamp or a Marketing On-Site Solution Training.