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A restaurant owner could use this offer directly in their advertising.  Have you been to an expensive restaurant lately?  Have you been less than thrilled with the food, service, atmosphere, let’s talk.  We want you as our valued customer.  Simply bring in the receipt from where you last visited, we’ll treat you to a $20 instant credit voucher with our restaurant.  We could further qualify these customers by saying if you’ve spent $100 or more at a restaurant recently, you could qualify for the $20 voucher. 

PROSPECT PROFILE

The competitors’ patients already believe in your products and services.  Once that is understood, the job comes down to having strategies and incentives to change.

These prospects have already made the emotional decision to begin the buying process.  You’re simply rewarding them for their decision to take action.

YOUR MESSAGE

Let us assume that you have purchased advertising space in a local publication.  Let us further assert that in said publication there are at least a couple of other physicians (doctor A and doctor B) advertising on various pages.  What do you plan to say that will motivate a patient to contact you rather than them?  We can also assume that some of Dr. A’s and B’s future patients also see their ads.  What do you plan say that will motivate them to switch allegiance to your medical office?

PRACTICAL APPLICATION

The third:  Created GAPs.  Created GAPs are GAPs you have to create, because none existed in the prospect’s mind.  This usually requires a very high level of skill and a master’s ability to create urgency.  You must recognize the fact that you need to create a GAP, means that you need a different psychological proposition for this group.  The best to illustrate this point is with a brief story that one of our patients shared with us: 

MULTIPLE SALES 

POSITIONING FOR MARKET DOMINATION 

The power position begins in enhancement of your credibility!  One of the surest ways to make a credible name for yourself is by becoming a recognized expert in your field of endeavor.

One key to succeeding in the marketplace is to have your message out there for your target audience to hear!  Visibility is a cornerstone of every business strategy, and it begins by placing your core marketing message in front of as many of your target patients as possible.  

The Media Needs You

The world is a big place.  Because the scope of what constitutes news is so vast that no media outlet could possibly know about every topic worth covering, they rely on public relations efforts from all kinds of sources, including businesses, to help them spot interesting news stories.  People just like you help shape the news because editors and reporters need inside tips, specialized knowledge, and the unique story ideas that come from small businesspeople.

Analysis of the resident expert proposal letter

The letter starts with a simple proposition.  Then, Instead of directly listing a benefit, you refer to the information product we’ve included.

Why is the letter structured this way?  For a number of reasons.  First, It does convey a strong benefit – but it does so through the title of the report.

PRICING

You should know your competitors’ price point.  You should realize that in your prospects mind, they are comparing what you’re doing and saying to the competitors’ price. This is the first basis of comparison that your prospects are using in their judgment. Do a price and value comparison, it is a great way of building upon the gap between you and your competitor.