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Got a quick question for you. What typically doesn’t work in growing a professional practice (whether therapist, attorney, accountant, coach, etc.), yet professionals continue to pour money into anyway?
Their advertising. Let’s look at the numbers, shall we?
- Yellow page ads (80% failure rate)
- Newspaper advertising (80% failure rate)
- Radio (90% failure rate)
- Television (90% failure rate)
- Flyers (98% failure rate)
- Brochures (99% failure rate)
Now why do they continue to use these media? Because a professional practice has a brick and mortar presence, and within 30 days of opening their doors, guess who is usually the first person through them?
Nope. Not a patient or a client. A media salesperson. Usually the Yellow Pages guy because your name got flagged when you had the phone line installed. Next come the newspaper ad folks with their false promises. The radio guys aren’t too far behind at this point. And then the local printers descend, willing to print out oodles of bad copy in exchange for a check.
Having sold advertising in college for three different companies, I can tell you precisely why the vast majority of professionals will literally go broke advertising.
Poor sales copy, that’s why!
Professional practices or no, when my clients do precisely what I show them, their probability of success approaches 100%.
Sooo . . . what’s your probability of success percentage?
Like what you read? Then click here to buy me a coffee.
By Walter |
Topics: Client Top Secret, Marketing Mishaps, Pro Analysis |
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Comments
Got a quick question for you. What typically doesn’t work in growing a professional practice (whether therapist, attorney, accountant, coach, etc.), yet professionals continue to pour money into anyway? 