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Social Space - How To Get People To Respond To Your Massage Marketing Even If They Don't Want What You're Offering!
That kind of sounds a little wacky, don't you think?
Why the heck would we want someone to respond to your massage marketing who doesn't want what you're offering?
Going to reveal a cool little massage marketing nugget that you can use in almost all of your marketing that will help to significantly boost the response that you're getting right now.
It's called
Why the heck would we want someone to respond to your massage marketing who doesn't want what you're offering?
Going to reveal a cool little massage marketing nugget that you can use in almost all of your marketing that will help to significantly boost the response that you're getting right now.
It's called
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
a Secondary Reason for Response, and it's a proven, time-tested massage marketing strategy that's used by some of the best and brightest marketing gurus out there.
It happens to be one of my personal favorites, and the really neat thing about it is that you'll be able to begin using this technique almost immediately when you are done reading this issue.
But...be
It happens to be one of my personal favorites, and the really neat thing about it is that you'll be able to begin using this technique almost immediately when you are done reading this issue.
But...be
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
fore I spill the beans on what a Secondary Reason for Response is, I want to make sure that you understand a couple of foundational massage marketing points first.
It's critical that you recognize and understand that there are going to be a lot of people that want and need massage therapy, come across your ad, and don't respond.
They may not respond for a number
It's critical that you recognize and understand that there are going to be a lot of people that want and need massage therapy, come across your ad, and don't respond.
They may not respond for a number
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
of different reasons: your ad didn't catch their attention with a benefit-rich headline, it didn't speak to their self-interests, it didn't make an irresistible offer, or the worst massage marketing sin of all... it looked exactly like everyone else's "Image-Style Marketing"
ad.
The worst massage marketing mistake that you can make is to use the typical Brand/I
The worst massage marketing mistake that you can make is to use the typical Brand/I
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
age/
Institutional marketing style with your practice name at the top of the ad, a grocery list of the
services you offer in the middle, and your contact information at the bottom.
That type of massage marketing is NOT response driven, it's not track-able, it doesn't produce a consistent or predictable response, it's based on trial and error, it requires a lot
That type of massage marketing is NOT response driven, it's not track-able, it doesn't produce a consistent or predictable response, it's based on trial and error, it requires a lot
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
of patience, it looks exactly like what every other practitioner is doing, and it just isn't effective for the small business owner.
What you need to do is Lead Generation Marketing...but that's a whole different story in and of itself, and a topic for another Newsletter issue.
Getting back to the person who comes across your ad and doesn't respond...
They may
What you need to do is Lead Generation Marketing...but that's a whole different story in and of itself, and a topic for another Newsletter issue.
Getting back to the person who comes across your ad and doesn't respond...
They may
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
need or want massage therapy, just not today.
They may want a massage, but not for another 2 weeks.
They may have terrible back and neck pain, but not be aware of the tremendous benefits of bodywork.
The point is that just because someone does not respond to your ad does NOT mean that they are not a good prospect for the services that you provide.
They may jus
They may want a massage, but not for another 2 weeks.
They may have terrible back and neck pain, but not be aware of the tremendous benefits of bodywork.
The point is that just because someone does not respond to your ad does NOT mean that they are not a good prospect for the services that you provide.
They may jus
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
not be ready to take the plunge and schedule an appointment with you.
But...
We don't want those good prospects to just walk away.
We don't only want to get the names and contact information of the people that are ready to get a massage today.
We also want to get the names and contact information of the people who are interested in massage, but aren't ready t
But...
We don't want those good prospects to just walk away.
We don't only want to get the names and contact information of the people that are ready to get a massage today.
We also want to get the names and contact information of the people who are interested in massage, but aren't ready t
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
o pick up the phone and call you to get a massage today.
Why do you think?
Come on...give it a guess.
Ding, ding, ding.
If you guessed that we want their contact information so that we can follow up with them, you would be correct.
In a nutshell, what I am trying to say is that you should always have two objectives with almost every massage marketing piece th
Why do you think?
Come on...give it a guess.
Ding, ding, ding.
If you guessed that we want their contact information so that we can follow up with them, you would be correct.
In a nutshell, what I am trying to say is that you should always have two objectives with almost every massage marketing piece th
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
at you create (except a pure Lead Generation piece).
Number one - get the people to respond who are ready to schedule an appointment with you.
Number two - get the people to respond who are good prospects for what you do, but aren't quite ready to schedule an appointment with you.
You accomplish number one with an irresistible offer.
You accomplish number two
Number one - get the people to respond who are ready to schedule an appointment with you.
Number two - get the people to respond who are good prospects for what you do, but aren't quite ready to schedule an appointment with you.
You accomplish number one with an irresistible offer.
You accomplish number two
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ith a Secondary Reason for Response.
A Secondary Reason for Response (SRR), is just like it sounds.
It's another reason to respond to your ad BESIDES the main offer of the massage.
You give the prospects who aren't ready to actually get a massage right now, a reason to respond to your ad, so that you can get their contact information for later follow-up marketi
A Secondary Reason for Response (SRR), is just like it sounds.
It's another reason to respond to your ad BESIDES the main offer of the massage.
You give the prospects who aren't ready to actually get a massage right now, a reason to respond to your ad, so that you can get their contact information for later follow-up marketi
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ng.
Remember, even though they aren't ready to respond right now, they are still an excellent LEAD that you want to plug into your massage marketing follow-up system. (You DO have a massage marketing follow-up system, right?)
With the right follow-up, you will convert a large number of those people into clients.
As a quick side-note, lack of proper follow-up m
Remember, even though they aren't ready to respond right now, they are still an excellent LEAD that you want to plug into your massage marketing follow-up system. (You DO have a massage marketing follow-up system, right?)
With the right follow-up, you will convert a large number of those people into clients.
As a quick side-note, lack of proper follow-up m
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
arketing is one of THE worst mistakes 99% of practitioners make with their massage marketing system.
But again, going off on a tangent.
Here's how you use the Secondary Reason for Response...
At the bottom of your ad you would have some type of Lead Generation offer for some exciting, benefit-driven free information that the prospect can receive.
No a brochure
But again, going off on a tangent.
Here's how you use the Secondary Reason for Response...
At the bottom of your ad you would have some type of Lead Generation offer for some exciting, benefit-driven free information that the prospect can receive.
No a brochure
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
about your practice either.
Something like a free report or "Consumer Awareness Guide" that promises to deliver information that the prospect will benefit from.
Now before you go to hit that nasty little delete button again, DON'T be concerned about where you're going to get this information from. I'm going to explain in a second how in an hour on your computer
Something like a free report or "Consumer Awareness Guide" that promises to deliver information that the prospect will benefit from.
Now before you go to hit that nasty little delete button again, DON'T be concerned about where you're going to get this information from. I'm going to explain in a second how in an hour on your computer
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
you can put something together.
Let me give you an example of a SRR.
Let's suppose that you have a small space advertisement in a local newspaper.
If the ad was 'niched' toward back pain sufferers, (And by the way, you should always niche your massage marketing. It will help to position you as a specialist instead of a generalist.) you could offer a free one-p
Let me give you an example of a SRR.
Let's suppose that you have a small space advertisement in a local newspaper.
If the ad was 'niched' toward back pain sufferers, (And by the way, you should always niche your massage marketing. It will help to position you as a specialist instead of a generalist.) you could offer a free one-p
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
age report entitled: The 10 Simple Steps To Eliminating Back Pain Forever Without Any Drugs.
You would direct the prospects to call a phone number that connects to a voicemail, where they would leave their name and address just to receive a copy of the free report.
You would then mail them the free report, and then plug them into your massage marketing system.
You would direct the prospects to call a phone number that connects to a voicemail, where they would leave their name and address just to receive a copy of the free report.
You would then mail them the free report, and then plug them into your massage marketing system.
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
That right there is the essence of Lead Generation marketing at it's finest.
The prospect gets free information on the problem that they're dealing with (which actually educates them about the value of massage), and you get the name and address of a good prospect to plug into your follow-up massage marketing system.
It's win-win, and it works incredibly well.
A
The prospect gets free information on the problem that they're dealing with (which actually educates them about the value of massage), and you get the name and address of a good prospect to plug into your follow-up massage marketing system.
It's win-win, and it works incredibly well.
A
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
couple of final points...
If you're concerned about the expense of mailing the free report, please understand that if you mail out 100 of these at a cost of .40 a piece, and only get 1 client (with proper follow-up mailings you could easily get 10-12) who only purchases 1 massage, you would still profit from the mailing.
As well, keep in mind that your free repo
If you're concerned about the expense of mailing the free report, please understand that if you mail out 100 of these at a cost of .40 a piece, and only get 1 client (with proper follow-up mailings you could easily get 10-12) who only purchases 1 massage, you would still profit from the mailing.
As well, keep in mind that your free repo
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
rts and Consumer Awareness Guides can be three or two or even one page in length. They don't have to be this massive publication.
As long as you are educating the prospects and delivering what you promised you would with your Secondary Reason for Response offer, it's fine. Just be sure to always include getting massage as one of the tips, steps, or focal points
As long as you are educating the prospects and delivering what you promised you would with your Secondary Reason for Response offer, it's fine. Just be sure to always include getting massage as one of the tips, steps, or focal points
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
of any free report or Consumer Awareness Guide.
Remember, we want to educate the prospect AND steer them toward you and your massage practice.
Lastly and most important, please DON'T be intimidated by the Secondary Reason for Response.
It's a simple little technique that you almost really can't botch up. So give it a shot.
And, it works really, really well too
Remember, we want to educate the prospect AND steer them toward you and your massage practice.
Lastly and most important, please DON'T be intimidated by the Secondary Reason for Response.
It's a simple little technique that you almost really can't botch up. So give it a shot.
And, it works really, really well too
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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