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Food for Thought: Our Brand’s Voice

Exit forum ID Forum Discussion Food for Thought: Our Brand’s Voice

This topic contains 5 replies, has 2 voices, and was last updated by   Adam Holen D.C. January 22, 2019 at 12:40 pm.

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    Christopher Stepien

      Over the past 2 months, my business coach has been stalking my IG/FB and has been telling me how my words land on him as a potential patient.

      He told me, “You make me feel like I am wrong. That makes me not want to listne to you.”

      I’ve been working really hard not to point the finger at anyone.

      Just received this email this morning, which was a PERIOD at the end of this lesson for me.

      Thought I’d share.


      I want to introduce you to Jack…

      Jack is an entrepreneur just like you and I, trying to provide for his family while at the same time trying to increase the value of his business so that he can help his ideal clients live more fulfilled lives through his product offerings.


      Jack has been reading tons of books on digital marketing, branding and sales funnels but just can’t figure out why his social media posts get zero engagement, his sales are lackluster, his funnels aren’t converting and his business struggling with generating consistent sales.


      The one day he decided to join a group coaching program in search of some
      mentorship, guidance and accountability when it came to growing his business.


      The one day during one of the coaching program’s weekly live webinars, Jack asked his mentor if he could take a look at his social media presence to see how he could improve upon it.


      After the mentor skimmed through a couple of posts, he felt the tone and voice of the writing was a bit off-putting.


      He said to Jack, “These posts have this “You people don’t know what you’re doing and I’m here to save you” feel to them and I’m not sure your audience may be resonating with it. Perhaps you should reflect on your brand’s tone and voice and ask yourself, “If I were struggling like my audience is, would I want to be spoken to that like that?”


      Within minutes, Jack’s mentor had revealed a blind spot Jack had been missing for weeks.


      The tone and voice of Jack’s brand needed a little adjusting.


      Jack started to become more empathetic in his posts and adjusted his brand’s tone and voice and within a couple of weeks, you can guess what happened next…


      His audience started to engage, resonate and connect more with Jack’s messaging which led to a 30% increase in sales over the next 60 days.


      The moral of the story is this.

      1) Your brand’s tone and voice matters when it comes to connecting with your ideal audience.

      2) We all have blind spots when it comes to our business.


      The quicker we can get those blind spots revealed, the quicker our brand’s can become more influential and profitable.


      If you’re looking to remove some of the blind spots in your business, I invite you to take look at the Brand Doctor’s Growth Club…

      The Brand Doctor Growth Club Page

      If you have any questions about the program, don’t hesitate to shoot me an email!

      Have an awesome week!- The Doc
      Henry K “The Brand Doctor”
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      Brandon Cohen DC, CSCS

        Are you speaking to the tone of the brand of our individual practices, or the tone of ID in general? Both?

        Many of us have taken on your “We help people who have been in pain for (x) months, despite seeing (x) providers without a fix.” and been using it. Does that have the tone you are discussing?

        I’ve been trying to put myself in a potential patient mindset when writing my copy, but clearly have no idea what I’m doing.

        How do you convey, “There are better options than what you have done, or are currently doing.” without people feeling they are wrong?


        William Brady, DC

          Great questions Brandon. I look forward to those answers.

          My 2 cents… The podcast, entrepreneur, “how-to” world of getting “business” is a bit weird to me. You can be a massively successful author, sell millions of books, and have a global audience that adores you – while accomplishing very little of real value. Think of it this way. Tim Ferriss makes money because you listen to and enjoy his podcast. Advertisers pay him for his commercial, because you are more likely to buy a Peloton bike when he says its great. This is an entertainment model, and it’s how most of the world works.

          But, not our world. ID needs you to not just listen and enjoy but to actually correctly implement the procedures. That is a total forehead slap. Imagine if you had to actually work a ‘4 hour work week’ before Tim Ferriss got paid? This has a rich irony… Tim Ferriss started is fame rocket ship by connecting with people who want a 4 hour work week. He is probably wealthier than he ever imagined and works 60 hour weeks. Even he isn’t following his own advice. Hmmm?

          But, Chris’s point is important. No one likes to feel stupid or in need of rescue. For me is comes down to the pain point. Is your customer so distressed that they are looking to be rescued? They have already admitted what they tried didn’t work. They are still looking for a solution. That is your next patient.

          Second but, this patient also exists in a culture that requires them to have insurance (with crappy doctors and high deductibles) and the built in expectation that all doctors are “good.” In addition to high need, your next patient needs to be reasonably wealthy, highly motivated and know you exist. Finding this person is your mission.

          My point: don’t confuse the entertainment business model with the real world results based model. Don’t hire a marketing firm that doesn’t know the difference.

          I may have gone on a tangent there. It’s just really hard to make people “feel good” when the truth of the message is that everyone that came before me messed up your case. You are broken, tired and financially drained. Now just trust me and give me your health and money. Here’s why this is really very smart “I know important things they don’t, I have valuable skills they don’t.” Maybe this is your message?


          Carl Nottoli, DC

            I’ll also add my n=1 experience with you too, Chris.

            I personally really like and resonate with your posts and have taken guidance from it as well. Your business coach is also an n=1. Is it possible he’s been burned in the past? Is it possible he’s jealous that he can’t provide as much value as you?

            You’re not for everyone and that’s important to remember. But you are helping a lot more people than you did the last few years and still continue to grow so you’re on the right path.

            The marketing email you received is purely coincidental to the timing of your insecurities. We all have them.

            You are doing incredible. If you want to test your message differently that’s fine, but don’t think you’re currently doing it the ‘wrong way.’


            Matthew Ellerbrock

              Another tangent thought I had: Its interesting to note in the marketing world of a Heros Journey, the hero always, at least initially, has a lot of resistance to his mentor.

              How could we possibly play the appropriate role (mentor) if we were not the source of truth in the world of MSK medicine? If we lessened our message so that it would be more acceptable to everyone and not make anyone a little uncomfortable.

              After this weekend my wife asked me how it went, and I laughed about how it was enjoyable and refreshing. I thought how could leaving your family, using a day off to get in a plane, driving up to Newbury to have someone challenge your status quo be that? I have worked with Bill now for 10 years or so, and I still have plenty of time I am basically uncomfortable around him. However ironically I find that time is when I grown the most professionally and as a human being.

              Its hard for me to write content because of this. It’s hard to tell the truth and know your not pissing in someones Wheaties, so I get it. I am glad you posted this because as I work on producing consistent messaging for my office, its a thought I had from time to time and it really made me reflect on it.


              Adam Holen D.C.

                Generic marketing advice won’t cut it for ID for a few reasons. First, however, your content has been great so I wouldn’t look to change much of anything especially to pay for any service. Novo’s posts are a great template to mimic as Scotty has pretty much dialed in the art of simplifying the message.

                Remember, you are marketing to YOUR ideal patient, not to everyone who’s breathing and has a spine. There’s a reason why stretching, foam rolling, and self-treatment videos are so popular: they attract the people who don’t meet our criteria. We don’t have a sexy message or one that most people even realize (range of motion & adhesion are a big deal) which is difficult in itself.

                Getting people to understand stretching, chiro, and PT have massive shortcomings is news to most and can be off-putting. That doesn’t change what’s true though and you’d be doing a disservice to your future patients by watering down that message simply bc it rubs some people the wrong way.

                Focus on your message of inclusion criteria (chronicity & failed therapies) with the educational pieces about how adhesion is the problem that’s been missed. Who cares if ppl with a low pain point misconstrue your message, your ideal patients, people who truly need you, will be grateful to have found you speaking to them.

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