Why Don’t My Adverts Work?

I get this question a lot and recently saw it for myself with our practice.

We usually put an advert out and whether it is for a screening or a new patient drive, pretty quickly it is performing well and usually we have to stop it before we anticipated, due to overwhelming demand.

Now I will be clear, we do not put out super cheap offers that anyone will buy, so they must make a conscious buying decision.

So, the question then comes, why do our adverts with a high-ticket price, outperform those with a lower one, and why are the people who ask me, struggling with their adverts?

The simple answer is ‘consistency’. It is not in the fancy text or in the selected audience or in the value of the offer. It is in the TRUST of the prospective client/patient.

People naturally build trust in that which they see again and again and again.

We noticed this recently in our practice when we put out a new patient advert specifically for our new associate. While the advert has done its job and performed as expected, it was slow and did not ‘exceed’ our expectations.

And this is simply down to consistency. Our associate has only just joined us, and our audience and following has not seen him enough to build that trust, yet!

So, my advice to you this week is to think about how you can build consistency ahead of your adverts, essentially how can you market yourself and your practice, ahead of your sales offer.

My Top Tip:

Create a Wednesday Wisdom blog. Each and every week provide information for your audience on your email list.

BUT, don’t stop there. Take that blog and break it down, create 7 social posts from it each week to post across your social media platforms daily and choose two aspects to record a live video from each week.

Therefore, what seemed like hard work posting every day, thinking of new content and writing a blog as well as recording a video. All became a lot simpler, just write ONE blog each week and then break it down.

Remember, consistency is key to trust, and trust is key to growth.

With love

Tom