Tool #5 – Automated “Robots” That Tirelessly Work for you Day and Night Finding the Hottest New Customers With Yanik Silver
The Best Kept Advertising Secret That Can Increase Your Responses by 10 to 20 Times…Or More!
You’ll love this month’s tool!
How would you like an employee that delivers the perfect message every time, never asks for a day off, works morning, noon and night, 24 hours a day and 7 days a week? Wish granted…free recorded messages can do just that. In fact, there are tons of advantages to using recorded messages:
1) Non Threatening – prospective patients can call and listen without fearing someone will “sell” them on anything. They know they can hang up anytime and that leaves them in control.
2) Works Anytime – prospective customers don’t need to worry about calling during office hours anymore. If they find your recorded message at 3 in the morning they can call. More and more, we are living in a 24 hour society, so this is very important.
3) Smaller Ads – By directing prospective customers to your free recorded message you can extend a smaller ad into a much longer selling piece. Remember the old adage,”the more you tell the more you sell.” This way you do not have to pay for a full page ad or a full blown mailing…a fractional page ad or postcard will do.
4) Competitive Advantage – Recorded messages are your secret weapon. Almost no one is using this super stealth strategy (thank your lucky stars you were smart enough to subscribe to the Instant Marketing Toolbox to get this kind of inside information.) 🙂
5) Educate The Customer– An educated prospective customer/client/patient is a better for any business that delivers quality services. By recording your information you are providing education nobody else gives and it puts you on their side. Plus some people will not read all your brochures, etc. but they will listen to the information.
6) Perfect Delivery and Cheap Labor – Your recorded message will always deliver the perfect pitch, won’t leave early on Fridays, doesn’t ask for a raise, never gives you an attitude, etc.
7) Screening and Sifting – Your free recorded message will sift and screen out all the “lookers” from the real potential patients. Many marketers who begin using recorded messages will have a significant increase in conversions from prospects to sales on people who listen to the message.
As you can see there are a ton of advantages to using a free recorded message. Now I want to give you one concept that can literally explode your business. It’s called the 24 Hour Consumer Awareness Line…
My friend Joe Polish, a marketing expert for the carpet cleaning industry, talks about one carpet cleaner in Colorado who cut back his advertising in the yellow pages to just a business card size. And in the first year he made $62,537.00 from this one strategy alone. And remember the average carpet cleaning job is only $120 – $200. So just imagine the profit potential for you.
This is a free recording giving prospective customers and clients an education and valuable information into how to choose a company or professional to work with (for your type of service or product). Usually you’ll want to put a “WARNING” headline above your consumer awareness ad. Your ad can also be tacked onto any existing ads and brochures or make it an entirely separate ad. You’d also want to include powerful and provocative reasons for calling your recorded message.
Here’s an example from the cosmetic surgery field:
Don’t Choose Any Cosmetic Surgeon Until You Listen To This FREE Recorded Message!Learn 7 Critical Questions To Ask Any Doctor. Hear Valuable Advice For Best Results Of Any Cosmetic Procedure You Want. 24 Hour FREE Recorded Message 1-800-555-1234 |
WARNING: Don’t buy any Office Furniture until you listen to this FREE Recorded Message, etc. etc. etc.
- classified
- small display ad
- yellow pages ad
- part of your Val-Pak coupons
- sales letters
- postcards
- your business card, etc. etc.
Okay, so that covers the ad now you might be asking about the recording. No problem there either.
Your recording needs to educate and sell at the same time. Here are a few things you will want to include:
- Give your name and introduce yourself (credibility builder).
- Give out your office phone number so people can call right away or just call back without listening through your entire message.
- Then you should dive right into your consumer awareness message providing good solid information – but information that positions you as the only expert that meets every criteria you set.
Here is a sample script I developed for cosmetic surgeons. We’ll talk about how to customize it for your business but realize the general idea is the exact same.
I’m a board certified {specialty} with over 24 years experience performing a variety of cosmetic procedures. I’m a member of ___{professional organizations, societies, etc.}____ for over 7 years. And in that time I’ve learned that picking a surgeon is a matter of much confusion. That is the reason I made this patient education message so that when you select a surgeon to perform any cosmetic procedure you can make an informed decision.
In just a moment, I’ll share with you 2 valuable recommendations and 7 critical questions you need to ask any surgeon before agreeing to let him or her perform any cosmetic procedure on you.
If you’d like to speak to me personally just call my office at xxx-xxxx and leave a message with my assistant Mary. First, here are the 7 critical questions you must ask:
Question#1
What, if any, board certifications does the doctor have?
Typically you will want a doctor who is board certified in their specialty. A call to the American Board of Medical Specialties at 1-800-776-2378 can tell which boards are legitimate.
Question#2
How long has the doctor been performing this procedure?
Experience does help. And you will want to pick a doctor who had performed the procedure more than a handful of times.
Since 19__ I’ve performed over _{number}__ liposuction procedures, _{number}__ laser resurfacing procedures, plus hundreds of other minor cosmetic procedures like chemical peels and collagen injections.
Question#3
Can you look at typical “before” and “after” photos?
Choosing a doctor on experience and qualifications is important but it’s more important to see their results. One good way is to look at a “before and after” book full of pictures. Carefully scrutinize the photos to see for yourself what results the doctor gets. Also be sure to check the amount of time that has passed between each picture.
In my office there are 3 binders full of patient pictures for you to browse through.
Question#4
Can you speak with an actual patient who had this procedure done?
Happy patients are key to a successful procedure. If you can speak with actual patients then you’ll find out about any pain or discomfort they went through. How long the recovery process was. And of course whether or not they would go through it again. An actual patient can give you their real-life experience and help you decide.
Question#5: If the procedure is to be done in an outpatient center or an office, is the facility Medicare certified, state licensed, or certified by the Accreditation Association for Ambulatory Health Care?
If a facility is certified by one or more of these organizations it means there is strict adherence to safety, operational, management and sterilization procedures.
Our office is both certified by Medicare and it has passed the rigorous accreditation standards of the Accreditation Association for Ambulatory Health Care or AAAHC.
Question#6: Does the office offer financing?
Can you pay by credit card? Which cards are accepted? Is there any kind of other finance arrangements directly with the office? What about payment plans? Since most people cannot afford to pay for many cosmetic procedures in one lump sum, this may be an important question to consider.
For instance my office offers you the option of breaking up your payment on 6 easy, no-interest installments on your credit card or 6 payments by check.
Question#7: Who will perform the surgery and all of the postoperative care?
Will the same doctor who consulted with you actually perform your procedure or will part of the surgery be delegated to a surgeon-in-training?
Then what about your postoperative care?
Knowing the answers to these 7 important questions will help you decide which surgeon you should favor with your decision. Next I offer these 2 important recommendations.
Recommendation #1: Interview Several Doctors and Then Go With Your Gut
By visiting more than one doctor you’ll be able to see how you are treated by the office staff and the doctor. Is he or she eager to answer all your questions and concerns? Do you have an easy rapport? Does the doctor really listen to you?
The general feeling you get in the office and which doctor you like best is usually the right choice. Trust your gut feeling. If you don’t like the doctor or office, or if what they tell you seems a little unusual then don’t go forward with the process.
Recommendation #2: Have realistic expectations
When you decide to have a cosmetic procedure done it is very important to realize what can and what cannot be done. By educating yourself on the particular procedure you are considering, you will have a better idea of the limits and possibilities available.
To think that by coming in for surgery you’ll walk out a model is unrealistic. By being realistic in your expectations there will not be any disappointment. If you are hoping for a miracle it won’t happen. It’s far better to ask exactly what you can expect then to assume how it will turn out.
However, from my experience most patients are quite happy and excited with their results. They will come back after having procedures done and tell me how much more confident they feel and more self-assured.
By following these recommendations and asking these 7 important questions, you’ll gain all the information you need to make an informed, intelligent decision about choosing a cosmetic surgeon.
Remember, cosmetic surgery is a very personal decision and nobody can make the choice for you. I hope I’ve given some valuable information that will assist you in making the right choice.
I’ll be happy to answer your questions and provide you with a free, no-obligation consultation to get to know you and what results you are looking for. Also I will share with you my personal philosophy and show what sensational results other patients have achieved.
Then, together, we can decide if there should be a next step.
I invite you to call my office at xxx-xxxx to schedule your free consultation.
Or, if you prefer, just leave you name and telephone number after this message and I’ll be glad to return your call.
Here’s one last point: I know many patients are scared of not getting the results they want with cosmetic surgery. That’s why I guarantee the results we agree upon. That’s right. I give you a complete guarantee.
Add this to your list of questions. Question #8 is “What assurance do you make about the results of the procedure?” I would bet no other surgeon will guarantee his or her work.
Thank you very much for listening. I hope you have found this information helpful. If you have any questions or comments – or if you would like to schedule your free, no-obligation consultation, please leave your name and telephone number after the tone. Or you can reach me at xxx-xxxx.
This is Dr. Silver. Thank you for your attention.”
And one more big point is this: How much time do you/your staff spend answering the exact same questions? I’d bet 90% of the phone conversations you have, are all the same things over and over. Why not let cheap “robots” do it for you?
Plus you’ll be able to screen and sift all the “lookers.” Now you won’t have to waste productive time on these people.
Okay now let’s cover exactly how to customize this for your business.
Right now make a list of every frequently asked question you get from a potential client or customer?
It could have anything to do with price, availability, delivery, terms, financing, guarantees, quality, etc. etc. Keep coming up with more and more. Anything the consumer needs to make a positive decision. Ask your staff to help you with this exercise.
Now, once you got your questions – come up with answers that position you as the only logical choice. That means that you set the buying criteria by giving them the questions and the answers they to hear. Of course, if you’re smart (like you are) you’ll set it up so no competitor could positively answer all the questions you set up in your recording – leaving your business the only choice.
Next, after the answers to the questions – I want you come up with 2, 3 or 4 recommendations for consumers. Give them your best advice for anyone in the market for your product or service, something you would tell your grandmother.
Go ahead and plug that into the appropriate spots in our example and you’re all set.
For some people it will be easier to not write your script — how about speaking it. You do every day with your transcriber. You can dictate most of your script if you pretend you are talking to a potential client and explaining, in a one-to-one, friendly way the good and bad parts of your proposal.
Or you can even record your conversations during your time with clients and have those tapes transcribed (look under secretarial services in the yellow pages). Remember every marketing piece is nothing more than salesmanship in print or salesmanship multiplied. The same things you do and say to get clients to say “yes” can and should be used in your report.
You want to come across natural, enthusiastic and sincere. Stand up as you record the message and try to smile. Print it out double-spaced so you can easily read it. You’ll want to practice it aloud a few times before you record and look for any stumbling points.
Sometimes it can be quite frustrating to screw-up in the middle. But once you’ve done it perfectly — it will stay perfect forever. Also, please take my advice and don’t hire a professional voice over person – it’s better if you do it yourself.
It couldn’t be any easier!
For example, all of these service bureaus will allow you to access your own Voice Mailbox through any telephone, whether it is your portable phone in your car, or your phone at your home, or in your office, or whatever. You can record your messages right over the phone, and you can get your messages right off the phone. Systems are also available that allow you to go on-line to see caller activity. These stats show the phone number of the caller, how long they listened to your message and whether or not they left you a message. Messages can be e-mailed to you automatically so they can be downloaded to your contact management system for future follow-up.
It doesn’t matter where the service bureau is located, and it doesn’t matter if your customers know about them or not. All that matters is that it is very, very simple for you to use, and I’d hate to see you lose money because you don’t.
People think that these services are difficult to work with or use. Let me also assure you that they are very simple. Most of them will give you instructions when you call up, and they tell you which buttons to push on your phone. For example, they will say, “Push 1 to record a message, push 2 to listen to a message, push 4 to get the telephone number the call came in on” and so forth. It really is simple.
So, please don’t let predetermined attitudes about the complexity or strangeness of these tools stop you from using them.
The other issue is the cost. We hear over and over again, “I don’t want to spend that kind of money.” Well, I don’t know how much cheaper you can get than $20 or $30 a month, for example, to get your own private Voice Mail line that prospects want to contact you on. I assure you that you cannot do it cheaper on your own.
I also assure you that not spending that little bit of money is a gigantic mistake. Spending a fixed cost of around $20-30 a month to have a dedicated, private toll-free number recorded message function is a no-option matter for me. There just isn’t any excuse not to have this powerful marketing tool in your bag of clubs!
Don’t be cheap on the wrong things.
| Here’s my recommendation for the voice mail company to help you: Automated Response Marketing @ 1-800-858-8889 – when you call be sure to ask for “Yanik’s Deal” and they’ll give you 100 free minutes plus a free quick start guide |
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Bonus Tip: Another way to get the most mileage out of this concept is to take your recording and convert it into a little booklet (maybe 4″ x 6″) and call it the “Consumer’s Guide To Choosing A ___________.” Then you give this guide out to anyone who calls your office for more information. Don’t forget you can also issue press releases regarding your free consumer awareness guides.
One facial plastic surgeon got his little guide mentioned in Bottom Line Personal Newsletter. I’m sure he got tons of requests for his one page flyer and most likely some business from it.
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There you have it. This recorded consumer awareness message if perfect no matter what you’re selling. Let me know how it works for you. We’d love to hear your results – send them to:results@instantmarketingtoolbox.com
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