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Patient Attraction Episode 580
Most calls to action have a strong benefit statement. “Click here to get our report and watch your life improve.” But I’m going to flip that idea on its head and tell you why a NEGATIVE call to action might be more effective. Stay tuned.
– Regular podcast viewers know that I am a big fan of Dr. Robert Cialdini, about whom I have talked about many times.
– I think there are many lessons to be learned from his research, especially his book Influence: The Psychology of Persuasion.
– In it, he lists six principles of influence.
– Today’s podcast is based on the principle of scarcity.
– Dr. Cialdini has shown that people are moved to action more by the thought of loss than of gain.
– So what does this have to do with dental calls to action.
– Rather than telling someone what they can gain by answering the call to action, try showing what they have to LOSE by NOT answering the call to action.
– Here are some examples that you can use with virtually any call to action:
– “Don’t miss this opportunity to get the bright, white smile you’ve always wanted.”
– “Set your appointment now or continue living with those painful, ill-fitting dentures.”
– Tie a benefit statement to acting now.
– “This half-price offer is good for two weeks only.”
– “New patients gets a free checkup and cleaning (valued at $250) through the end of this month only.”
– Why should anyone act now if they can get the offer whenever?
– “Only the first 20 patients who call will get this special offer.”
– “Seating is limited to the first 50 patients who RSVP.”
– “We have only 15 appointments for new patients remaining this month.”
– This is basic supply and demand economics: the less perceived supply, the higher the demand.
– Let me leave you with one final word on scarcity:
– You can’t offer these “negative” calls to action and then have no negative.
– If you offer a special open to the first 20 people who fill out a form, and you run it for six months, what message does that send you dental prospects?
– Either it is not limited to the first 20 people, costing you credibility, or it has taken you six months to get 20 people, costing you credibility.
– That’s not to say you can’t run the same calls to action ever again.
– You just can’t run them so frequently that there is no scarcity.
– Come back tomorrow when we’ll look at the key elements to creating great video.
– Until then, keep moving forward.