None of This One-Size-Fits-All
Business
This e-newsletter didn’t give the
one-size-fits-all bleph description you see everywhere. It
went into detail. It focused on lower eyelids only.
Then it described a range of problems people might
have with their lower eyelids. Then it gave a variety of
solutions cosmetic surgeons have come up with to deal with
those problems.
If you’re curious, you can read the
e-newsletter
I’m talking about by clicking on the
image.
People’s Facial Issues Are
Specific
Why are Practice Helpers e-newsletters filled
with specifics? Because everyone’s facial problems are
different. And because people want to hear how about
you are going to solve THEIR problems.
Of all
the hundreds of patients who read the e-newsletter, I figured
some would have bags under their eyes, some would only have
puffiness, some would have tear-trough deformities, a few
would have fat-tissue deficiencies from earlier blephs...etc.
etc. etc.
I gave each
of them something to focus on.
Something that would ring a
bell. Something that would tell them, “This cosmetic
surgeon understands me.”
Mission
Accomplished
I knew this approach would accomplish my mission
(which is to bring my clients tons of repeat business and
maximize their patients’ Lifetime Value) because I know
that
“When people feel understood, it makes
them want
to do business with you.”
Mission
Accomplished Well into the Future
I knew the e-newsletter
would be remembered, too. Even patients who didn’t call for a
consultation immediately would remember it later on. They’d
recall the specifics when they looked into the mirror one
morning. Or when they looked at a (less than flattering)
photograph.
When they finally got fed up with what
that area under their eyes was doing to the rest of their
face, they’d make the call.
My Nails Didn’t Get Done
As you’ve probably
guessed, I never did get my nails done that day in Mexico.
Because I’d gotten vague directions I did not find the nail
salon and I did not accomplish my mission. I had to go around
with a bunch of short paper-thin nails lurking among three or
four shiny acrylic nails from a previous fill.
Fortunately, in Mexico you get lots of perspective on
problems like that.
Yours in
continued prosperity,
Joyce
Sunila
President
Practice
Helpers
By the way, feel free
to forward this
article to your family and
friends.
A couple
of weeks ago I was in a small Mexico town and needed a “fill”
for my acrylic nails. Only two people did acrylic nails there.
I called one and she gave me directions to her salon. From her
directions I pictured a pleasant 20-minute walk to a
neighborhood close by.
