Our hosts show you how to WOW customers and convince them to buy from you even before they walk in your door. Part 2 in our 3 part series, the WOW differentiator requires you to amaze patients with perceptions you create through your website.
The show notes go even deeper and are located here:
You want to make more money. You want to carve out a bigger piece of that body contouring pie. And the competition is tough.
The foundation to attracting more customers and bringing in more revenue is with Differentiators. You have to stand out from the crowd.
We’ve previously discussed the value and necessity of having a Unique Selling Proposition or USP. Have you developed yours?
After our first differentiator, the USP, the second differentiator you need to know is what we refer to as the WOW differentiator. The WOW differentiator requires you to amaze and impress potential customers even before they become your customer.
So, how do you do this?
You must remember that potential customers want experts, body contouring experts. Wouldn’t you? So maybe you already are an experienced, seasoned expert or maybe you are completely new at body contouring. Either way, you need to give potential customers the perception that your are an expert in body contouring.
So whether you focus solely on body contouring or whether body contouring is one of the multiple services you provide, you must set up body contouring as a separate business or a business-within-a-business. That’s the only way to WOW from the start.
We know what you’re thinking. That’s impossible. How am I going to do that?
It is possible and it’s really not that difficult.
Because WOW’ing starts with your website. Your website is your chance to create the perfect ‘first body contouring impression’ and grow that first impression into a long lasting one. Your website will tell the customer why they should choose YOU for body contouring.
Think about it. If you were shopping for a service, who would you choose? Someone who appeared to specialize and be really good at something or someone who offered multiple services and appeared to be a jack-of-all-trades?
So make sure your website includes the following elements.
Build a separate landing page for your body contouring services. You could even get a separate URL for body contouring. You could call it something like, Expert Body Contouring by Dr. Jack Perkins.
On that page (or website), tell your story, who you are and why you’re the expert at body contouring and why customers should choose you.
Include videos about your services. Keep the videos under 2 minutes. Everyone loves short videos and they’ll watch them. Just make sure the videos are relevant to the page. We’ve seen some websites where the videos don’t fit the page. This could backfire as it may create distrust from your potential customer.
Display your before/after photos. If you don’t have them, use the manufacturer’s. But display your own as soon as you can so your prospective customers can judge you based on the good work you do.
Add patient testimonials, both written and video, to that page. At our business, we include multiple video testimonials on our website.
Make sure you have contact information everywhere. Include your phone number, a digital contact form and a way to book an appointment from the page. Different people prefer different ways to communicate. Include all of them and communicate with them in their preferred method of contact. At our medical spa, provide 3 ways to communicate - we display our phone number, provide a contact form and offer a way to book an appointment.
Also crucial to your website and to your differentiation - Blogs. Blogs provide a perfect vehicle for you to tout your expertise, to display your knowledge and to be more persuasive than any other means available. Good blog posts lead to people seeing you as an authority, possibly THE authority, on body contouring.
We blog regularly and often. We compare and contrast body contouring technologies (promoting the devices we have in our office); We talk about frustrations with fat loss and ways to achieve it; We discuss weight loss, cellulite, menopausal body changes, and all other body shaping topics.
HERE’S YOUR ACTION STEP:
Now’s the time to take a good, hard look at your website. Does it meet these tests? If not, start to work to change it now. And you must follow each of these steps without deviation to attract patients by WOW’ing. In other words, it won’t work if you skip or alter a step.
You should know that once the prospective customer becomes your patient, you’re going to continue to WOW once they arrive at your place of business. We’ll discuss ways to continue to WOW when they arrive - and even after they leave - in future podcast episodes.
That’s it for today but there’s more to come...
Stay tuned and subscribe!
Next week, in our next podcast episode, we’ll discuss -
How to attract potential customers by differentiating yourself and your business by Educating, not Selling.
Bye for now from Kay and Shannon at The Body Contouring Academy’s Proven Profits Podcast.