I’m down here in the Alamo City about to spend the day with one of the best refractive practices in the biz. (the San Antonio LASIK experts at Parkhurst NuVision in case there was any question).
I wanted to send a quick message about this timely instagram post that came across my feed.
So I tried intense cardio in a sauna a couple weeks ago at a place called HOTWORX (which you know if you’ve been reading my recent emails. If you’re new or you missed one and you want to catch up, the story starts here, and continues here).
The original reason I even shared this with you was to show you lessons to be gleaned from my SMS exchange with Paul, the owner of HOTWORX.
Turns out there’s another big takeaway, and it reinforces one of my favorite marketing mantras:
Your customers/clients/patients are your best source of marketing content.
Now, this applies in a dozen different ways. Here’s how (I’m assuming) it happened with HOTWORX:
- I told them I thought it was a great workout facility, but the place seemed more geared toward and designed for women.
- He explained to me that it’s also for men, gave me some recommendations and invited me back (all good things).
- Then I’m guessing he thought – “Well if this one guy thinks it’s for women, others may as well.” And then he looked at his marketing to determine WHY guys might think that.
- Then they made the following post on Instagram:
I scrolled back through a number of “Warrior of the Week” posts, and they were all women. This is the first one I saw that was a guy.
(And to reiterate, I am supportive of niching and focusing specifically on women…. or men…. or moms…. or whatever. I recommend it! And if that’s what they wanted to do, awesome. BUT if you’re trying to appeal to both men and women, and your target audience doesn’t perceive that, then something is not being communicated clearly.)
So I was glad to see Paul took my feedback, considered it, and then adjusted the marketing message to clarify the audience he’s going after.
This is one of many ways to “Let your patients create your content.”
Listen to what your prospects and patients are saying – in reviews, in phone convos, in consults. What are they asking, what are they objecting to, what are they confused about?
Use their language in your marketing and their questions to fuel the content you create.
Make it a great Thursday,
– Troy “Comin in HOT” Cole