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Thursday
Sep262013

The Power Of Single Message Marketing

The first rule of advertising for anyone (including your medical spa): Present one, clear, single minded message.

Your ad will be stronger. Your message will carry more weight. You’ll create breakthrough in a world filled with cluttered, muddled messages, that simply go unseen.

Research suggests that you only have 3 seconds to communicate the message to your audience. Take longer and you could lose potential prospects. 

Think about the bed of nails analogy.

It appears to the spectator that anyone lying on this “bed” would be injured by the nails, but this is not what happens. Assuming the nails are numerous enough, the weight is distributed between them such that the pressure exerted by each nail is not enough to break the person’s skin. 

What if we replace the thousands of nails with just one nail? You know what happens. A person can’t successfully lie on just one nail. The pressure exerted by just one nail is much too strong.

How do you determine your single message? It could be the unique selling point of the product or service or even the biggest benefit gained by using the product or service.

But are times changing? 

We haven’t done studies directly comparing the effects of multiple messages in an ad or commercial vs. single messages, but we’ve studied how people deal with what used to be considered a bombardment of stimuli. They handle it just fine.

The Internet of course has led the way. Watch how even the less skilled with this medium use it – not just skipping from site to site, page to page, item to item at blazing speed. They absorb multiple images and information elements simultaneously. Watch the more adept moving their fingers across their keyboards like the fingers of a virtuoso violinist moving across the strings of their instruments. And the minds of those Internet users are moving even more quickly.

If we move multiple messages into fast forward, will advertisers risk losing their audience? Or will the viewers be less bored and watch or read the advertising. 

Trying to fit 'everything you do' into your advertising is common, but it's also amaturish, and less effective. I understand that you don't want to miss that one patient who's looking for something you offer, but you're tripping over your real purpose which is to drive a single idea home.

Do yourself (and your clinic) a favor and be harsh. If it's not supporting a single point, let it go.

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