Stop Selling Lists Of Services! Share Transformations Instead.
As a healthcare business- if you’re just selling a list of procedures or treatments, then you’re not tapping into the underlying human desire that motivates people to pay for your services.
This is a classic mistake that businesses in all industries make.
The often-cited example is the drill-bit scenario.
"No one wants a drill bit.
They want a hole."
But in my opinion, that analysis doesn’t even go far enough.
Because the hole is not the endpoint in the transformation.
No one goes to the hardware store and says- ‘What I really want is a hole.’
The hole is just the middle stage in the transformation.
The final stage of the transformation is what people actually want - the new desired state.
So in the drill bit scenario - what they really want is those warm, satisfying feelings of love and pride they get when they hang their beautiful family picture up on the wall or every time they feel that way again when they walk past.
It makes them feel more complete, and that has been the desired transformation.
In the same way - no one’s desired new state is to have treatment - that is not the end goal and not the desired transformation.
Having treatment is simply the 'bridge' between their current and desired new state.
The desired new state is rooted in things like emotion, status, love or esteem.
So when writing marketing copy - it pays to understand your ideal patient’s current state, their current problem (beyond the obvious) and the actual transformation they wish to experience.