Word Soup

I'm reading a chart filled with a lot of terms I don't understand and probably never will - I've recently started a job helping to improve patient retention and to manage overall operations. I have no real need to know popular vernacular at the job, I just need to look at a few key words - recommended treatment, follow-up, suggested shots, or anything that will help me re-schedule that patient while they are standing in front of me at the desk. Now this isn’t a hard sell, this is necessary treatment that will help promote the business while protecting the patient from very expensive future problems.
My first goal is to help everyone notice these important words. Once the office staff notices these words, they are now equipped to move to my second goal. Using the correct phrase to optimize scheduling.
Instead of asking, “Would you like to schedule your next appointment?” I will encourage the staff to say, “I see the doctor has recommended (appropriate treatment). Can you come in two weeks from now on Tuesday at Noon?” Or any combination that requires the client to stop and think, to make a distinct effort to say no.
I would even go a step further and suggest that the staff carefully explain to each client the need for the treatment. The more your customer knows the easier it will be for them to make an educated decision.
And the next time you make that cold call, or that follow-up call remember to use your words. A good explanation and a well worded question will generate better responses.

Cupcake Heaven?

Once upon a time my friend told me about this amazing cupcake place in Beverly Hills. A place where the cupcakes are huge and tasty, where the lines stretched out through the door and people just can't stay away. I can't resist, so I visit this famed cupcake heaven. Sure it's cute, sure people are indeed lined up out the door and down the street. The cupcakes are rather large and well, we pay $5 for a cup of coffee, so a $3 cupcake isn't so bad.

I was almost convinced.

Until I added Sprinkles to my Facebook list and my Twitter account. I expected some cutsie little updates, some fun stories or incidents. Instead, every day I receive messages announcing free cupcakes. Who doesn't love free cupcakes, right?

But that's all I get. I don't get any other updates, no stories, no insights into the brand. I don't think I'd even buy a cupcake at this point, because I know if I hang out long enough I'll get a free one via a Twitter or Facebook update.

So many companies struggle with the latest in social networking, not knowing how to use this powerful medium. Some use it for shameless promotion, some for coupon distributing and some have actually figured it all out by using it as a combination of posts designed to strengthen a brand.

How people perceive your company is incredibly important. If you're known as a company with bad customer service, poor products or you just can't keep your word, it'll get around. If you never return calls or get back to people in a timely manner, people will know. The reputation of your company will carry a lot of merit.

Don't believe me?

Think about Target and Wal - Mart.

Target, with their open floor plans, bright colors and hip clothing designers is more frequently shopped by women than men. That's their rep. Now there might be a few other things you know about Target, but in general, women tend to shop there more often than men.

Now consider Wal-Mart. Blue and white colors invade the store, floor plans are closed and the tool and auto parts sections far outweigh the women's clothing division. Wal-Mart might also have a reputation for treating their employees poorly, but few people remember that in light of cheap prices.

If your just known as a great cupcake place that doesn't do anything but give out free cupcakes every day, that'll get around too. In fact, it might just boring after a while too. It might convince people that your brand is a little too easy.

Free cupcakes are great, right?

The Popcorn Button

I think the popcorn button on the microwave is one of the world's greatest inventions. I only eat popcorn maybe once a year, but I still think it's amazing. And for anyone who has ever put their popcorn in the microwave and wandered off in the 3 to 4 minutes it takes to pop and found their popcorn burnt or not fully popped, I encourage you to reconsider how amazing that little button really is.

And speaking of amazing inventions - what is so amazing about you and your business or your product? When you're starting your business the first thing you need to ask before you start your advertising campaign is "What makes this so amazing?"

Consumers today aren't stupid. They'll do their research and if your product isn't amazing, they'll tell you so. If there is a flaw, if there is a problem with poor customer service, you need to make changes. Immediately.

You don't have to be unique, you don't have to have the greatest invention in modern times, but you do have to be amazing! Just think of the Snuggie! That must be one of the most ridiculous inventions I've ever seen, but look at the views on this video! This became a cult phenomenon because it's creative, completely ridiculous and amazingly funny.

So before you spend thousands of dollars on your advertising, take a minute and write down what makes you and your business amazing!

When you're finished, call me! I'll help you take that "amazing" list and turn it into an even more amazing marketing and ad campaign!

And for some more amazing ideas - check out this list:

Top 100 Advertising Campaigns
The 101 Greatest Headlines Ever Written
Best Things Ever
Greatest Inventions ( I was disappointed to see the popcorn button didn't make it *smile*)
New Coca-Cola machine - This is just great! And I expect it to be on the next list of greatest inventions!