(futuristic music)
- Hey guys, John Nesbit with The Customer Factory
here again, and this is another tough love episode.
The tough love for today is I wanna let you know
that that beautifully done logo
that you created for your practice
is killing your marketing.
It sucks.
It's terrible.
I don't mean it's ugly.
I don't mean it doesn't communicate.
What I mean is, you're overusing it and you're putting it
in the wrong places.
Let me tell you what I mean.
I've got a friend of mine who designs logos for clients,
like you, like chiropractors, dentists and so forth.
And he knows he has only one person he has to please
with that logo, and that's the doctor,
not necessarily the public.
So the doctor'll have some kind of artistic vision
for it and some swoopy thing, and we want health
mixed with wellness and naturalness or whatever,
and it'll have certain types of lines
and certain types of words to work with, and they'll
put together a logo that is beautiful.
I mean, it's a nice piece of art.
It literally is a nice piece of art.
The doctor will then go and use that everywhere,
as a kind of a branding idea, which is okay,
like using it on a sign and things is fine.
Using it on your letterhead's fine.
But when you start using it on Facebook
instead of your own face, when you start using it
in places where you should have a smiling human face,
you do yourself a massive disservice.
I see a lot of guys using it on their Facebook fan page,
for example, they have their logo instead of the picture
of the doctor.
Now, I know there's business reasons for this,
like, oh, I wanna have my practice brand be big,
that way one day I can back out of it and, okay, fine,
fine, you can do that, but just know that you're hurting
yourself by using the logo all the time,
because every survey I've ever done,
every bit of research and market I've ever done
with the public says they respond so much better
to a smiling human face than even the most brilliant
and beautiful corporate logo.
This is health care.
You need to connect to people
on a personal, individual level.
Now, further, with research,
I'm not just making this crap up, this is actual
research data I did.
We researched this, says, what are the top three reasons
you choose a particular practitioner?
Reason number one, they're friendly.
They look friendly.
They don't know they're friendly.
They just look friendly.
Look at the website, a bunch of smiling people,
right, the Facebook page, smiling people, it looks friendly.
Second one, it's clean.
Okay, that was kind of a surprise,
'cause most offices are clean, but okay,
they want it friendly and then clean
was the second place winner,
and third place winner was they're knowledgeable,
the doctor knows what he's talking about.
So get this idea.
If you put a logo up there, you're immediately
cutting off your number one best way
to seem friendly.
You need to be the friendly, trustworthy,
knowledgeable doctor that they know
who's in practice, they can come see and trust.
Because they're not really gonna fully understand
what you tell 'em anyway when you educate them.
They're just gonna trust that you're right,
and as long as they believe in you,
can connect with you as a person,
they'll close so much easier, they'll accept care,
they'll comply with care and all that sort of thing, right?
So I know you love your logo and you should.
A lot of them are just gorgeous.
However, don't overuse it, because it can slowly
suffocate you and can cut off opportunities
that you would otherwise have.
It's a funny thing.
You ever notice that big companies always try to look small,
and small companies seem to always be trying
to look big, right?
I don't know why that is, but it just seems
to sort of be the thing.
In health care, the way you have to look
is friendly, clean and knowledgeable.
You need to be a smiling face
that they connect with, and not just a corporate logo.
Take that little advice.
It'll make your marketing, all your marketing,
a little bit better.
Use your smiling face.
It's no problem.
And by the way, when it comes time
to back out of that practice,
when you have that exit strategy,
it's so much easier to back out of a bigger practice
than a smaller one, and you can always slowly interject
a corporate logo with the face over six months' time
and back the personality out of a practice.
I've done that before.
It's totally fine.
It totally works if you just do it as a measured thing
over about six or eight months worth of time,
the public don't particularly notice.
So there you go.
I'll see you in the next video.
(futuristic music)
For more infomation >> CAN YOU CELEBRATE？「安室奈美恵」 アルトサックスではじめて吹いてみた - Duration: 4:01. 
For more infomation >> New Leaf - Changing Lives Together - Duration: 3:05. 
For more infomation >> Ever thought about being a Welsh councillor? - Duration: 5:37. 
For more infomation >> | Just Chillin | @KhoaiToo on twitter - Duration: 4:32:35. 
Không có nhận xét nào:
Đăng nhận xét