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Think about the last time you shared a post on your practice’s Facebook page, and you’re pretty sure it was awesome…

but it just didn’t get the engagement you were hoping for.

Maybe it’s a new blog post on your website. Or a video you made in the office.

When that happens, it’s not because the content isn’t great. More often than not, it’s the context you create (or lack thereof).

Social media is tricky because people aren’t actively looking for the solution you’re selling. To get someone to stop what they’re doing and engage with you is not an easy task.

Fortunately, there are a few tricks you can use to make your Facebook posts more persuasive, and get more of your target audience to comply with your requests — click, watch, share, whatever.

Let’s talk about 4 of these simple tricks now:

1. Focus Around Their Problem, Not Your Solution

This happens all the time. You as a medical professional have a number of solutions to patient problems. And you want to share those solutions with the world. That’s all good.

The mistake is to frame everything around the solutions you offer… and not around the patient’s problem.

For example, if you’re a LASIK surgeon, here’s how not to start a post:

“Do you cringe at the thought of an eye procedure, like LASIK?”

Eek, not good.

But what are the problems here?

1 . We’re talking about our solution (LASIK), not their problem (bad vision, frustrations with glasses/contacts, limitations to life, anything).

2. Therefore, we’re associating negativity (cringing at the thought of something) with the solution (LASIK). Forget about helping your position, this actually hurts it.

3. And we’ve completely overlooked our most persuasive talking point — the patient’s own negative experiences with their current vision solutions.

A better option?

“Do you cringe at the thought of getting sand stuck in your contact lens?”

Now we’re focused on the problem the patient is experiencing — contact lenses are awful.

BONUS: We know patients have experienced this before. What contact wearer hasn’t gotten sand stuck under his/her contacts? This makes for persuasive content, because we aren’t dealing in hypotheticals. It’s real life.

From there, you may want to tease an article like so:

“With beach season coming up, we asked people to compare their LASIK procedures with that oh-so-fun feeling of getting sand caught under their contact lenses…”

See what I’m doing here?

Another example, in the orthodontic space:

BAD:

“Do you cringe at the thought of wearing braces as an adult?”

This is focused on the solution + draws negativity to it = not persuasive.

RAD:

“Do you cringe at the thought of another new client meeting because you’re embarrassed to show your smile?”

In contrast, now we’re focused on the problem, highlighting a frustration the prospect has. Then we walk toward the light, i.e. your solution.

2. Use Numbers Instead of Percentages.

This is an easy one. When it comes to sharing a statistic, use an actual number and not a percentage.

Our brains have trouble turning percentages into mental pictures, which means percentages aren’t nearly as persuasive as the data they represent.

BAD

“90% of people were highly satisfied with their treatment.”

RAD

“9 out of 10 people surveyed said they were so excited with their results, they would do it again in a heartbeat.”

Easy as that. Convert your percentages to actual numbers, and give them some flavor and context so your prospect can “picture” what the numbers represent.

3. Don’t reveal the punchline in the post

This is a big one.

You want people to take action on your post, right? Watch the video. Read the article. Take the self-test.

Well, if you share the punchline — the result, the conclusion — in the post itself, why would anyone engage with it?

“Man Attempts Bank Robbery During Lunch Break. Cops Take Him Down. No One Died.”

Who’s clicking on that? No one. We already know the story. NEXT.

Make it a point NOT to “give it all away” in the text of your post.

4. Use “click bait” to get the viewer to take action

This piggybacks on the previous point. Not only should you keep the punchline a secret, you also need to actively encourage people to engage.

This means using a type of writing called “click bait.” Stick with me here.

You’ve probably heard of click bait. And I hope you don’t turn a deaf ear when I use that term.

While click bait is typically associated with online “fake news” outlets, it’s actually an effective tool to get people to take action. And it doesn’t have to be sleazy.

So what is click bait? At its core, you’re creating a scenario in which curiosity overcomes the prospect and they can’t help but click to satisfy that curiosity.

You see this all the time on your Facebook feed.

“Man saves cat from tree. What happened next left the neighbors stunned!”

HEY, what happened to that dude? And the cat? I need to know. **CLICK**

That’s clickbait.

It doesn’t have to be so spammy sounding. Here are a few of what I would call ‘above-board’ click bait posts.

LASIK — “We asked her to tell us how she felt in the moments after her LASIK procedure. Her response left our office staff speechless.”

ORTHO — “Think you can spot the one with ceramic braces? This picture had the entire office baffled.”

OPTOM — “DRESS TEST: Blue and black OR gold and white? You be the judge.”

All of those are click-bait style teasers designed to get the engagement.

The trick with click-bait is this:

Make the hook ambiguous enough so the reader doesn’t know if it’s teasing something really good or really bad.

In example one —  ”Her response left our office staff speechless.” In a good way? In a bad way? Who knows. CLICK AND FIND OUT.

You’re all set.

Now you have no excuse to write non-persuasive social media posts. Get out there today and start testing your newfound knowledge.

And to make sure you don’t miss a post, click here to join my private email list if you haven’t already. If you like this, you’ll love the juicy nuggets I share in the privacy of your inbox.

On my short list of major pitfalls to avoid in business, leaking profits is pretty close to the top.

But I see it so often with practices, and the type of major profit leaks I’m talking about are so under-the-radar that most doctors don’t even realize it’s happening.

That’s why in the next 7 minutes, I’ll show you why and how you most likely experienced a 7-figure loss in new patient revenues last year AND the steps you can take to make sure it never happens again.

Sound good? Keep reading.

It all starts with a process called your Sales Funnel.

This is the pathway in which John Q. Public transforms from average guy on the street to happy patient who loves you to pieces.

Think of it like an actual funnel – you put people in the top, and a certain number of those people (and their dollars) come out as patients at the bottom.

A funnel that goes right into your bank account.

Even if you’ve never sat down and consciously put together a sales funnel, you still have one.

Your sales funnel is made up of 3 parts:

1. Marketing

2. Conversions

3. Fulfillment

So many people over-complicate this and try to convince you there’s some lengthy, advanced methodology behind it. That’s a bunch of garbage. Tell those people to take a hike.

Optimizing this simple, 3-step funnel is the key to untold riches for you and your practice. To do that, you need to make sure it’s not leaking profits. Which it is. (But not for long.)

Remember, this funnel is going straight into your bank account.

Just imagine:

For every $2 that goes into your coffers, another $1 leaks out. You’ve got a problem.

But don’t worry, we’re going to plug those leaks.

Download a blueprint you can use to find and plug the leaks in your sales funnel.
[thrive_2step id=’808′]Click Here[/thrive_2step]

Let’s start at the top.

Marketing is the big, sexy category right at the top of your funnel.

Marketing includes anything you do to promote your practice – newspaper/TV/radio advertising, social media promotion, digital marketing (SEO/PPC), even health fairs and community events fall into this category.

Anything you do to promote your practice is marketing.

You probably either have staff devoted to your marketing, or you work with an agency on it. Maybe both.

Most practices do a decent job of marketing, good enough to get folks interested and turn a profit with new patients.

As long as you have your bases covered, adequate budget to get your name out there, you can profitably market your practice.

For the sake of this example, let’s say your marketing is working decently well for you.

Moving on:

Now look at the bottom of your funnel – Fulfillment.

This just means giving great results.

If the treatment you offer can fulfill the promise you make to patients in your marketing, that’s all the patient wants.

You tell patients you’ll help them achieve awesome outcomes, reach their goals, love their lives more.

As long as you can deliver on those big promises (and if you can’t, you really shouldn’t be making them), then you’re good on the fulfillment side.

I’m going to guess you have great outcomes, otherwise let’s face it, you wouldn’t be in practice.

Alright, so you have solid marketing and strong fulfillment.

Now it’s time to look at the backburner category, the neglected middle child of your sales funnel, the oft overlooked yet absolutely critical reason for your profit leak:

The mid-funnel category – Conversions – is where you lost 7 figures last year.

Here’s the deal – you may have the best marketing campaigns out there, and the best doctors giving awesome results…

but if you don’t have a tried-and-true system for connecting the top of your funnel – the marketing – to the bottom of your funnel  – the fulfillment – I guarantee you have profit leaks. Big ones.

Leaks, plural.

In fact, there are at least 6 ways you’re losing new patients – and by proxy, their money – during the conversion process. Right now. Today. Let’s look at each of these leaky areas.

Leak 1. Your Website.

A young lady, Rhonda Research, hears your marketing message, and she visits your website. Great!

This is the first “hump” to get over with your marketing. Getting folks to engage on some level. And I’m talking about websites because everyone goes online to “vet” you before they ever engage with your practice.

The thing is, once Rhonda gets to your site, what happens?

Does she schedule? Does she contact you? Or does she get sucked back into pseudo-political articles on Facebook?

98% of the time, Rhonda leaves your website and doesn’t return, without so much as completing a contact form.

And when you lose her, guess what? You also lose her $5k or $10k or whatever amount she would have paid for you to solve her problem.

Leak 2. Lead Connection.

Rhonda completes a form. Hooray! You have her contact info, and she is officially a lead.

Now you have to connect with her to schedule an appointment.

Oh wait, can’t get her on the phone? Darn it. There she goes, leaking right out of your funnel.

Leak 3. No-Show Appointments.

Alright, Rhonda contacted you, AND you were able to connect with her and get her to book.

….But her appointment was an hour ago. And she no-showed.

Leak 4. People who have consults but don’t book a procedure.

Let’s say Rhonda showed up for her consult. She is IN the door, meeting with your best counselor, and having a great time. She’s a shoo-in… right?

Not so fast. Rhonda came in alone, and now she wants to go home and talk it over with her husband before making a decision.

Extra sales training would come in handy at this point, but too little, too late for that. You know that if Rhonda leaves, her likelihood of turning into a patient drops drastically.

Leak 5. Procedure/Treatment No-Shows

Alright, Rhonda booked her surgery, gave you the deposit, all is well. Except….

She no-shows her surgery. NO! Why would she do this?

You can’t understand it, but it happened. The surgeon isn’t happy. The practice admin isn’t happy. No one is happy.

Leak 6. Turning Happy Patients into Referral Machines.

Procedure day! Success! Another happy patient to go out into the world and tell everyone about you, right?

Yeah… if she remembers to do it. Problem is, most folks get right back to life and completely forget that YOU are the one who changed life for the better.

Personal referrals are the most powerful referrals. And 4 out of 5 folks trust online reviews as much as personal recommendations.

If you don’t empower Rhonda to leave reviews and make referrals, that’s another leak.

So what’s your solution?

You need a system.

“Losers have goals. Winners have Systems.” – Scott Adams, the dude who writes Dilbert

If you’re like most practices, you take a reactive approach to these types of leaks.

“Call that person and try to get them back on the books!” <<< this isn’t an actual plan. It’s a reaction.

A system would help you not only recapture people who leaked, but set you up for success so that fewer leak in the first place.

So if you could take your Swiss Cheese sales funnel, add some pipes, chutes, engines and nets to make sure your leaks are plugged and that people keep moving down the path to treatment…

What would that be worth to you?

Let’s do the math on a $5,000 treatment or procedure. Even though I don’t know your practice volume or the number of leads coming in, this will be a useful illustration to give you an idea of the positive impact that comes with improving your funnel.

If you ‘rescue’ a modest number of patients at each of the leak points, check out what happens to your bank account:

Plug Leak 1 =  2 more patients/week from your website.

Plug Leak 2 = 2 more patients/week who contact you and you can get to book.

Plug Leak 3 = 1 more patient/week who doesn’t no-show the consult.

Plug Leak 4 = 2 more patients/month who book at consult.

Plug Leak 5 = 1 more patient/month who doesn’t no-show treatment/surgery.

Plug Leak 6 = Multiple new patients from a happy patient who is empowered and reminded to refer friends and family.

OK, so if you add all these up, you end up with a minimum of 23 patients a month x $5,000 per patient = $115,000

Extrapolate that out to 12 months, and that’s $1.38 million over the course of the year.

And that’s why the second phase of practice marketing – the Conversion phase – holds the biggest opportunity for your practice growth.

If you’re tired of spending valuable time and money to market your practice, only to lose millions in potential revenue, the solution is simple:

Analyze your sales funnel, find the leaks, and fix them.

I’ve got a special gift for you that can help:

I’d like to give you a copy of my Perpetual Patients Funnel Blueprint that I use to uncover hidden and lost revenue for my clients, repair the holes in their sales funnels, and put more patients in the chair and more money in their bank accounts.

Your blueprint is ready. Just tell me where to send it.

[thrive_2step id=’808′]Click Here[/thrive_2step]

When you cut through the clutter, my clients have one simple goal:

They want to be the Obvious Choice.

Once people start to see you as an obvious choice to their problem, magic starts to happen.

You don’t have to spend as much on marketing.

Patients more actively refer their friends and family members.

You develop a reputation based on value, which means higher prices and an easier sell.

So how do you become the Obvious Choice?

Through Authority Signals. If you’re putting off the right Authority Signals, you’re “the one.”

Really it comes down to three major Authority Signals.

Back in the day, these were major mountains to climb, and here’s how they played out:

1. Practice – You had to be in practice for decades, long enough to accrue tens of thousands of patients who could refer you to others.

2. Promotion – You had to spend Big Money on marketing and self-promotion. Why? Because traditional media channels are expensive, and that was the gateway to awareness in the market.

3. Press – You had to create PR awareness through local market coverage in the news, articles and other media. While you were at the mercy of the media groups as to when, why and how they might feature you, this helped to validate your positioning.

But we’re not back in the day anymore. 

You don’t have to ‘pay your dues’ while you climb the ladder to the top. (That’s what your peers and predecessors want you to believe, but it’s garbage, and I’ll show you why)

Thankfully, with new technology at our disposal and a fresh understanding of how people research and make decisions, you can turn these mountains into molehills and build your Authority Signals in record time.

Let’s work through this list to discuss some of the ways to do this.

Hack the Press

We’ll start with the press. No longer do the newscasters and writers hold the keys to the PR castle. You have plenty of ways to gain “press coverage” to show your market you are the authority.

Here are three off the top of my head:

1. Write and circulate press releases online.

There are dozens of websites that allow you to syndicate your news release to websites all over the country for a reasonable fee. Circulate the release, link to the major websites that showcase it, and share that on social media (with a boost to get it on front of other folks).

2. Target news station employees with Facebook or LinkedIn ads.

Why clog up the reporter’s inbox when you can use social media to get in their newsfeed?

3. Purchase a slot on a local talk show, then leverage the recording of your appearance.

This is one of my all-time favorites. Talk to your local network TV affiliates, see if you can buy an interview slot on one of their local morning shows. Chances are, you can. Make an appearance, and talk about the problems you solve for patients.

Here’s the trick – Then you get the recording of your appearance, put it on your website and use it to generate leads from Facebook ads. It’s not your standard commercial. It’s a news piece, which packs 10x the power of an ad.

Hack Your Practice Promotion

Spending millions in your local market to promote your practice? No thanks.

While traditional media still plays a role in your branding, you can use Facebook ads to pin-point your exact ideal patient online.

Want to target a mother of teenagers who enjoys yoga and lives with 5 miles of your office? You can do that on Facebook, and you can do it with an ad that speaks directly to her pain points.

Consider all the target demographics that may be ideal for your services:

• People with X-mile radius
• Men between the ages of X and Y
• Women between the ages of X and Y
• Mothers/fathers of young children
• Mothers/fathers of teenage children
• People who are outdoorsy
• People who do X job (X = virtually any profession)
• Women who just got engaged
• People with a birthday this month
• People who have visited your website already

That’s 10 different audience segments, and I can think of 3 ways to market to each one. You’re talking 30 different targeted campaigns, all of which you can test with a few dollars and see if they have traction.

The possibilities are endless, and at that price point, you have zero excuses.

Hack Your Best REferral Source

Happy patients are your best and cheapest referral source. But you don’t need an army of 20,000 patients to scrounge up a few personal referrals.

I’m sure you’ll get there one day, but in the meantime, let’s go ahead and hack this Authority Signal now.

YES, a word-of-mouth referral from a friend, family member or coworker is an important part of the decision-making process, especially with something like a medical procedure.

But here’s the thing – 8 out of 10 people say they put online reviews and personal recommendations in the same boat.

Meaning a friend’s referral is great, but recommendations from strangers will do just fine, thanks.

Then the question becomes “How can I get more patients recommending me to the world?”

How about the world’s largest search engine? The place where people are literally looking for your services.

I’m talking about Google. More specifically, Google reviews.

Every day, billions of searches take place on Google. People Googling their way to solutions.

And in your city, when someone searches your specialty, what do they see? A list of practices, all with a few reviews.

Go look for yourself. Maybe you have a couple dozen reviews, like your competitors. (If you have over 100, color me impressed.)

How would the public perceive you if you had 500 five-star reviews?

Do you think more people would click to your practice first? Would new patients automatically assume you have the solution they are looking for?

Would this be an ultimate Authority Signal for your practice? Would it position you as the Obvious Choice since you’ve clearly solved problems expertly for so many other patients?

Of course.

But how do you get patients to leave you these incredibly valuable reviews?

I outline it all in this free cheat sheet.

No excuses – You can be the Obvious Choice

The barriers of building your Authority Signals are now gone. It’s not 1973 anymore. It doesn’t take decades to build a reputation and become the leader in your local market. You can take control of your practice positioning right now, which only leaves the question – Will you?

Need a hand? Someone to point you in the right direction, road map in hand, ready to conquer your local market and attract the lion’s share of new patients?

Get in touch with me here and let’s see if we’re a good fit.

Why do I put such emphasis on curating so many 5-star reviews from happy patients?

Truth is, it’s not about your reviews. It’s about your reputation.

Here’s what I mean:

We live in an incredible time. Anyone, anywhere can go online right now and have immediate access to your reputation at the click of a button.

This means the web can be your greatest asset or your worst enemy for attracting new patients.

Remember these 6 important facts when you consider how much emphasis, energy and budget to apply to establishing and protecting your online reputation.

1. Your reputation is ubiquitous with your online presence. They are tied together.

There’s virtually nowhere you can go online that you aren’t seeing some measure of your reputation.

Google (and pretty much all the search engines) has some kind of review/rating mechanism.

Yelp is one of the most popular sites in the country, and it’s entire premise is to rank and review the reputation of a business.

2 billion people on this planet use Facebook, and guess what: People leave reviews by the millions on Facebook business pages every single day.

The places people are spending their time online – search engines, social media and more – all have components of reputation measurement to them. There’s no getting away from it.

Here’s why this is concerning:

2. You can’t ‘out-market’ your reputation anymore.

You’ve seen the old westerns that have a Snake Oil Salesman scene.

He rolls down main street with his carriage full of ‘Cure-All Elixirs’ and scams the townspeople into thinking he’s got the miracle medicine they need.

He sells his goods and hits the road. He’s long gone before the citizens know they’ve been duped.

And what recourse did they have? Not much. They couldn’t file complaints with the FTC. They couldn’t leave online reviews. They were out of luck. The snake oil salesman could stay ahead of his bad reputation.

Even as recently as a decade ago, it was possible to out-market a bad reputation.

Why? Because patients could only tell a few friends about their bad experience.

If you could market bigger and faster than your bad reputation spread, you won.

But that’s not the case anymore. Thanks to the web and the super computers we each have in our purse or pocket, “we the people” have the power.

If a patient feels mistreated, then can very quickly and easily share that feeling with the entire world.

It doesn’t matter how many marketing dollars you’re spending, if you have a sub-4-star review average on google, or if you only have a handful of reviews, that is a red flag to potential patients.

Am I saying you give poor patient care? No way. I’m sure you do an outstanding job.

Even so, you can still be negatively affected, and here’s why:

3. You don’t have to give poor service to earn a poor reputation online.

This has happened to all my big clients, so I bet it’s happened to you.

You do your best to treat every patient with the utmost personal care and attention. But that one patient keeps seeing the glass as half empty.

“Unreasonable” is the best way to describe him.

And even though you treated him with respect and care, and you even helped him achieve a great outcome…

He still left you a 2-star review on Google.

Or here’s another scenario that’s happened to many clients of mine:

You stumble upon a 1-star review loaded with complaints from a Jennifer Jacobson. You go to check your system… and you’ve never treated a Jennifer Jacobson.

Not only that, but her story sounds ridiculous, and no one in your office can remember anything about her.

That’s because Jennifer isn’t a patient. She’s a fake persona created by a jealous competitor who is trying to smear your name online.

Whether unreasonable patients or underhanded competition, you can earn a poor online reputation at no fault of your own.

Which doesn’t actually matter. You know why?

4. Patients believe what the web says about your reputation.

You may think, “Well, what does it matter with a few negative reviews? Do patients really look at these things anyway?”

Not only do patients look at reviews, but they use them to make decisions. Even when a personal referral is at play.

Consider this true story:

A practice I’m consulting forwards me an email in which a cataract patient, referred by her optometrist, canceled her appointment.

Why? Because she saw a couple of negative online reviews.

Remember, this is an older cataract patient, who you wouldn’t think would be so ‘tech-savvy’ right? Or at the very least wouldn’t trust online reviews as much as someone in a younger age group.

And it’s not like she randomly found the practice online – she was referred by her optometrist, someone she trusted.

Despite those facts, she was troubled by a couple of not-so-awesome reviews, so much so that she canceled her appointment.

Thankfully, she was honest enough to tell us why. For every person like her, there are many others who don’t share their reasoning for canceling. A big part of it is that they don’t like what they find during their research.

How many patients are you losing due to poor reviews, or simply due to a lack of reviews?

Yes, a lack of reviews can hurt as well. Here’s what I mean:

5. If people are locally searching for a provider, in many cases, they have only one differentiating piece of info: The reviews.

Here’s an example from a Google Local search. Take a look at what I mean:

Someone performing this search only has one way to snap-judge your reputation and choose who to click – the reviews.

The first click is the click you want. In the example above, it’s only natural that the practice with 82 reviews is going to get the clicked first much more than the others.

Bottom line is this:

6. Your reputation is out there, and it’s marketing you right now.

It’s not a matter of IF you want to use your reputation to market yourself. It’s simply a matter of what your reputation is already saying about you.

Do you want to be in control and show yourself in the best possible light?

Do you want to create the best opportunity for patients to choose you over your competitors?

Or would you rather leave it to chance and hope that you’re ‘doing enough’ so that patients choose you over your competition?

Hope is not a strategy.

Especially when you consider how much you’ve invested in your reputation:

Hundreds of thousands of dollars for your education.

Decades of your time, hard work and dedication to your expertise.

The personal investments you’ve made to create an awesome patient care team.

All told, we’re talking millions of dollars and basically your entire life – all committed to the life-changing experience you give to patients every day.

What’s it worth to you to protect the reputation you’ve built?

In conclusion, maybe you feel helpless when it comes to managing your reputation online.

I want to encourage you. You can take control, and here’s a list of precisely how you can do that.

• Encourage happy patients to leave reviews on the sites that matter most to you and create a way for them to do it quickly and easily
• Figure out a way to identify and correct as many negative patient experiences as you can before they turn into negative reviews.
• Monitor your reviews across the web, so you know when new ones are posted, and you can respond appropriately (positive or negative).
• Gather and share 5-star reviews on your website so new visitors can read stories from satisfied patients.
• Syndicate positive reviews to Facebook to influence your followers and new visitors.

While this task list is going to take several hours a week, it’s absolutely worth every minute to take control of your online reputation.

If you’re interested in automating all of these tasks and spending only a few minutes a week doing this, let’s chat.

This is something we do for my medical clients across the country, and it works incredibly well. Not only that, but it’s only a few dollars a day to build and protect your most valuable asset as a practice – your reputation.

Book a 10-minute discovery call with me to find out more.

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I hope this essay was useful and eye-opening to you. Don’t lose focus on building your reputation online. It will improve the performance of all your other marketing efforts.

Let’s get tactical, shall we?

Today I am sharing a method you can use to attract 30+ high-quality leads to your medical or dental practice.

This isn’t expensive, nor is it complicated. In fact, it’s a simple, proven 4-step system that can transform your practice starting this week.

Step 1 – Establish Your Offer

To start, you need an offer. And by “offer” I mean a special deal that prompts people to action.

“Hey, come see us!” <<< This isn’t an offer.

Does that mean drop your prices and lose all your profits? No way. I want you to be extremely profitable.

You may need to increase your prices so you can be more aggressive in your offers.

Whatever the case, create a compelling offer and put it into action. No need to wait for a certain time of year, for holiday time, or for your anniversary. Get started now.

What types of offers work well? These include:

• Dollar amount off the price of procedure/treatment
• Percentage off the price of procedure/treatment
• Buy One, Get One Free or 1/2 Off (for your retail products – glasses, contacts, etc)
• Promoting payment options – As low as $99/month for qualified patients
• Bring a friend and save an additional $X off

Step 2 – Create Your Offer Page

Once you have your offer in place, you need a place to showcase it online. This is called a landing page.

Your landing page should be a concise page on the web that explains your offer.

It should also have a call to action, including a contact form with a place to put name, phone number and email address.

This page need not be long. Please do not use long paragraphs and hundreds (or thousands) of words.

The goal is to convey the value of the offer and compel someone to take action.

How do you do this? The best way is through a bulleted list that highlights the benefits of the offer.

Remember, the benefit is what someone gets out of your service. You may have heard that the most popular question in your buyer’s mind is “What’s In It For Me?” Explaining benefits answers that question.

Here’s an example – “We offer our free screening consultation because it’s important that you know your options and if you’re a good candidate before you make a decision, and that’s why we do this at no cost to you.”

Here’s another – “We have affordable payment options because many patients want to fit their procedures into their monthly budgets, so we now have payment options that can be lower than your cell phone bill to make XYZ Procedure more affordable for you.”

Step 3 – Promoting Your Offer Using Facebook Ads

Now that you have an offer and a place where people can take advantage of it, we need to get your target audience to that page.

The best cost-effective and accurate way to do this? Facebook ads.

Facebook ads is the perfect tool to get your message in front of your ideal audience at an affordable price. Facebook has the user base (almost 2 billion people) and the targeting capailities to reach whoever you want with pinpoint accuracy.

To get started, visit facebook.com/business/. Click the “Create Ad” button.

You will have many choices for your objectives on the ad. For this particular ad I’m explaining to you today, set your objective to “Website Clicks.”

You will need to input a few other pieces of information as follows:

• Geographic Targeting – Choose between 5- and 10-mile radius of your practice, depending on your geographic reach. You can also target based on zip code. (If you don’t know where your patients are coming from, pull 12 months of patient records, sort by zip code, total each zip code, and plot on a map. Then you know your most profitable zip codes.)
• Age Range – Select the appropriate age range for your offer.
• Other Demographic Indicators – You can also target by other demographics. If you have an offer for your child’s first dental exam, target moms of young children. If you have a special promo for community heroes, target police/fire/emts. You get the idea.

In the actual ad, explain your offer to get people to click to your landing page.

You will also want to include a compelling image in the ad. Try not to use a picture that is clearly from a stock photo site. People know when they are looking at a blatant stock image and they easily overlook it.

Rather, take an image of an actual patient in your practice going through an exam (make SURE you have then sign a media release!), or an image of some of your team members smiling and enjoying their day. Experiment with different images.

Budget – Set your budget at a mere $20 per day. This will typically produce 1-2 leads per day, on autopilot, which can result in 30+ leads per month for your dental or medical practice each month.

Step 4 – Close the Sale and Fulfill the Service

When someone completes the form on your website, you will immediately be alerted via email that you have a new lead.

Now all you have to do is make sure that lead gets into your office, and then treat that person like you would any other new patient.

You can use this script to book the appointment:

“Hey there, this is <YOUR NAME> from <YOUR PRACTICE>.

I saw that you sent in your information for our special offer of <EXPLAIN THE OFFER>.

I’m calling to answer any questions you have and schedule your appointment/exam/free consultation. We have availability tomorrow morning at X time or the following afternoon at Y time. Whch works better for your schedule?”

It doesn’t need to be any more difficult than that.

The Math (Why This Works So Well)

Why is this such an awesome system? The numbers are quite favorable to you. Let’s do some quick math, using a “worst-case scenario” that can still make you a ton of money.

Let’s say you’re a LASIK surgeon who charges $4000 per procedure.

Now, assume you’re generating leads at $20 each, which is on the high end. Let’s also say you don’t have great sales people, so those leads are only closing at 10%, which is on the low end.

That means you need 10 leads to get a patient. $20/lead x 10 leads = $200 cost on a $4000 procedure. That’s a 20x ROI.

Put another way, you made $4000 off 10 leads. $4000/10 = $400. Meaning you spent $20 per lead, but you made $400.

However you want to track the math, it works in your favor. And remember, this is worst case scenario. I have clients all over the country beating these numbers.

(I don’t publish my clients’ information on blogs like this, but I’m happy to discuss more specific results with you in a one–on-one setting.)

Your Next Step

I’ve seen this simple system work time and time again for my clients, and I want it to go to work for you too.

To help you reach success, I want you to apply for your free strategy session with me or one of my team members. You can do this by clicking the button below.

During this session, we will discuss your practice needs and goals, what you’re doing for your marketing now, and what kind of compelling offer we can create in your market to make this 4-step system work for you.

The call will only be about 30 minutes long, if that. I want to respect your time and mine.

If you like the plan we create for you and would like some help getting started, I am going to offer you one of the few available spaces in my FB Patient Leads Program.

If it’s a good fit for both of us, I know you will love working together to grow your new patient numbers and make more money in the coming year.

Click the button to complete the form below, and we’ll talk to you soon!

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