What really motivates us to buy is all based on our innate desires. Fear, danger or pain are part of those basic desires we all have that we look to avoid.
When we are in pain all we want for it to do is stop. Depending on the severity, we may pay any price to end the pain.
So, what does this have to do with attracting patients to your practice? A lot. Many of the patients you see on a daily basis are in pain, right? You, as the expert, make their pain go away. I’m sure you can think back to many patients who were ever so grateful for the work you did for them.
There are many more of these patients out there that need your help. In attracting new patients, one way to focus your marketing message would be on those pain issues you know people are having that your skill and expertise can solve. I’m not really talking about toothaches here. It doesn’t take an advertisement to get someone with a toothache to call a dentist. What I am talking about are those other pain issues that your patients have that either they may not realize there is a solution for or that if allowed to persist will cause them greater pain on down the line.
Examples of Using Pain as a Motivator
Let’s use gingivitis as an example. Someone experiencing gingivitis may really not know what’s happening. Their gums are bleeding when they brush and they may be experiencing pain but it may not be enough to motivate them to schedule an appointment with the dentist. However, if they come across an ad whose headline says:
- Are You Experiencing Bleeding Gums?
- Are Your Gums Sensitive or Seem to be Inflamed?
- …You May Have Gingivitis.
If that’s me, I am going to want to read further. You got me. I can relate to my gums bleeding and being sensitive. Now what? This is where you would go on to say what will happen if their gingivitis is not treated. More pain. More treatment. Yikes! I better take care of this now.
In terms of using pain in your messages, think of other common complaints your patients have where they may not realize there is a solution. These issues may be commonplace for you, but the average person is not trained in dentistry. They don’t know what they don’t know. It’s your job to educate them and get them to make an appointment.