Do you find it challenging to get people to make a decision or take action sooner than later?
In this article, find out how I used images to help my client see why he needed make changes to his marketing, especially to his website by the end of the year.
The Limitations of Do-It-Yourself Marketing
This particular client specializes in sports medicine and has years of experience working with elite athletes. He’s the person who works with college athletes who aspire to work on professional teams go to when they have injuries. He’s also the guy who helps high level athletes train for specific events.
All of his marketing materials spoke to this audience. His copy had a lot of technical language and acronyms and the images showed rooms filled with high tech exercise equipment and measuring devices along, super muscled guys running on tracks, and tan women with six-pack abs lifting weights.
Then my client shifted gears and developed an interest in helping Bariatric patients lose weight, maintain their weight loss and become fit. This was an entirely different type of client and although my client was very proud of his marketing, it just didn’t fit his new focus at all.
Using Images to Make the Point
So when he asked me what I recommended to improve his marketing and to increase the number of new patient applications his website generated, I knew I would propose he change his marketing to attract bariatric patients who had more in common with mainstream consumers.
But I also knew my client didn’t necessarily see the distinction between “mainstream consumer” and “elite athlete.” At least when it came to how that difference showed up in marketing.
By the way, this is a common issue working with a lot of clients who are experts in a particular area. It’s easy to get myopic because we hang out with our peers, read blogs and articles specific to our fields, and generally live and breath our profession.
We become like the goldfish living in a small bowl thinking “what do you mean I live in water?” We don’t realize that 99% of the world doesn’t experience the world the we do and this creates big problems when we try to do business with people who aren’t like us.
To make this point to my client I created two sets of images: one set of images were from the client’s website; the second set were of bariatric surgery patients.
Set #1. Images from Client’s Website:
Set #2. Before and After Images of Bariatric Surgery Patients I found on the Internet:
Sometimes Words Alone Aren’t Enough
Seeing the two image sets side by side helped my client see the contrast between what professional athletes aspire to and what bariatric patients aspire to.
This was important because my client was used to working with people who were working towards competing against some of the best athletes in the world. Now he was helping men and women who were just happy to be able to walk around the block!
He made redoing his marketing one of his highest priorities especially because the new year one of his busiest times for enrolling new patients and he wanted as much of his marketing to be ready as possible.
I’m a good speaker and I could stand by my recommendations but it was the contrast between the two sets of images that got my client to make his decision and take action so quickly.
Use Images in Your Next Proposal
The next time you’re meeting with a prospective client or recommending next steps with a current customer, try using images to reinforce and enhance your points.
Creating the image sets I described in this article took me less than an hour. The steps were:
- I did an image search on Google using the term “Bariatric Patients” saved before and after photographs that seemed representative of showed up in my search and “pasted” the photographs into a Microsoft word documents.
- I copied and pasted photographs from my clients site from my client’s site to another page of the Microsoft Word document.
- I moved and resized the images so each page had about the same number of photographs. This created a better compare and contrast.
- I printed the sets out on heavy weight printer paper because this was an in person meeting and including the image sets in my printed proposal as an attachment.