I started seeing ads for ARMRA colostrum products over a year ago. Finally decided to give them a try for the product’s reported positive affects on immunity, metabolic health, energy and more.
I liked the initial benefits and started subscribing to their main flagship supplement. I receive a new box of it every month.
And like any good business, just because ARMRA has me as a customer, doesn’t mean they stop marketing to me.
They market NEW products to me, and they continue to market the benefits of my current subscription product to me.
Yesterday they sent me this SMS that I wanted you to see:
(Here’s a link to the full-size image in case it didn’t show up or it’s too small to read – https://d.pr/i/h2XGJk )
Clumpy supplement powder – good or bad? Normally I would say bad. It’s gross. Inconvenient. Frustrating.
That’s likely the default answer for most folks.
But ARMRA tells me not only is not NOT bad, it’s actually… good?
Let’s dive into this…
This is the perfect example of the concepts we discuss with our coaching clients all the time – the power of positioning and the importance of frame control.
(BTW this applies in your ads AND particularly on the phone and in consults with prospective patients).
(Almost) nothing is inherently good or bad. It’s all in how it’s positioned with the proper context around it.
Having to reschedule a patient. Your premium prices that are higher than the other places. A delay during the patients’ appointment. Insurance not covering advanced technology lenses.
If you toss these topics out into the public discourse, most people would react negatively to them.
Part of our job is to build a frame around these topics, create context, position them properly, so not only are they NOT bad, they’re actually GOOD.
Let’s look at what ARMRA is doing so ingeniously in this message:
- They acknowledge the clumps – They didn’t try to ignore a potential issue. They read their own reviews, they see the feedback. Their stuff is clumpy. So they decided to talk about it. GOOD.
- They start by saying “it’s NOT bad” essentially – See the graphic. They’re saying “This is NOT a bad thing.”
- The graphic then flips to say “it’s a GOOD thing.” (The SMS image they sent me was actually a GIF that rotated between the previous image and one that says “It’s Actual Perfection”)
- The text explains that we’re talking about the clumping, then goes on to say it’s a “feature of marvel”. OK that sounds kinda dramatic at first, but here’s why it works…
- Because they go on to say the clumping signals minimal processing. Which I guess is hard to do? (at least they make it sound that way) Hence the whole “marvel” part.
Alright, I’m not going deep on each of these concepts, but hopefully you get the idea.
These elements are all POWERFULLY intertwined and work toward the main message being communicated:
You can do this with almost any conceivable “downside” aspect of your practice.
Think about these types of objections…
- “Wow you guys are more expensive than X place…”
- “Why can’t you give me an exact price over the phone?”
- “I can’t believe you want me to pay for these fancy lenses when I have really good insurance.”
- “I’ve been waiting for 20 minutes, where’s the doctor?”
- “Why do you only do those appointments on X day?”
- “I wanted LASIK, so why are you telling me about this OTHER procedure?”
Imagine with me for a second…
When these common objections come up, it’s typical for team members to be anxious about them. They don’t want to deal with them. So they work their way through an explain-apology, which doesn’t do much for the patient, but hopefully bandaids the situation and buys you a little grace.
Imagine instead if… when these objections come up… your team actually gets excited. Because they see it as an opportunity to educate the patient, explain why these are actually FEATURES of our practice, and win them over.
What a SHIFT that would be. And it is, we see it all the time with our coaching clients. And that’s also why framing/positioning is in all of our coaching modules, AND it’s included in some form or fashion on our weekly coaching calls.
Yes, we have weekly video meetups (we call them Jam Sessions) that any of our coaching clients can attend and get support, role play, get answers to questions, or receive just plain old encouragement. And framing/positioning is one of the topics we’re always hitting on.
This type of positioning is a superpower your team needs. So if you’re not already in our Bootcamp or Green Room programs, reply with the word “Reframe!” and I’ll tell you about 2 new coaching elements we’re introducing in November that are taking our coaching and accountability to a whole new level…
– Troy “Positioning Power” Cole