Blog, Chirosecure Live Event August 29, 2020

Marketing for Leaders Looking to Captivate, Influence & Convert – Dr. Beauchamp

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Welcome to ChiroSecure’s empowering women in chiropractic the Facebook live show for successful women by successful women grouping. Once again, women make it happen. Join us each week as we bring you the best in business growth, practice management, social media, marketing, networking leadership, and lots more. If it’s about women in practice and business, you’ll hear it here. [inaudible] now join today’s host Dr. Nathalie Beauchamp as she talks, impact exposure and systems. And now here’s dr. Natalie.

Hi there. Welcome to empowering women in chiropractic. My name is Dr. Nathalie Beauchamp. I will be the host for this week’s show. I’m super excited today to have a good friend of mine who I have worked with, uh, in my office and outside of my office. And what we’re gonna talk about today is neuro marketing. I didn’t even know such a term existed, uh, before. Parmees and I discussed, uh, the topic that we were going to discuss today. So Parmees welcome to empowering women in chiropractic. Thank you so much. I’m so excited to be here. Awesome. So all armies, I’ll tell people a little bit more about, uh, where we’re going to discuss, but also about what you have kind of leaned into in the past. I would say probably year kind of out of necessity. So [inaudible] specializes in neuromarketing and persuasive copywriting and helps us doctors and entrepreneur become magnetic, head turning profitable leaders in our industry using neuro marketing and copywriting tactics. So we can captivate and convert our audience. So from you, let’s take a few seconds to discuss how you got more into that because your background is in health and in coaching and helping doctors lead programs and our offices and online. So how did you get started with this

For sure. Um, I often call myself the accidental entrepreneur because if you have to ask me when I was a little girl, what do you want to be? It was either a doctor or some sort of profession in the health and wellness field. Um, and I think at the beginning of our relationship and our, our kind of journey working together, we had always anticipated in, in me going towards that medical direction as well. However, being a very strong writer, my entire life, writing academic papers, going on winning awards for creative writing. I always thought of myself as a writer from a, um, academic or even from a passionate standpoint, but never as a career. And so with, along with your help and the help of other people that I’ve worked with in the last maybe five or six years or so, I was able to help doctors or healthcare professionals develop blogs, programs, articles, email campaigns, and really immersed myself in the field of marketing kind of accidentally.

So using my skill for writing and being able to write persuasive content, I assume very quickly realized that if I really want to succeed in this field or even bring value to the doctors that I’m working for, I really got to immerse myself deeply into the field of marketing, but more specifically in psychology. So I’ve noticed that with all of the, the bro marketing out there and with all of the different marketing tactics and, um, strategies from funnels to email campaigns, to ads, a lot of the marketing fails to capture the one thing that converts, and that is that human, that human aspect, or what gets us to turn the buy button on and our button or what persuades us to actually make a decision. So unbeknownst to us, we’re making 95% of our decisions subconsciously. So why is it that we prefer one brand over the other, or we can read two subsets of copy and one will have such a profound impact on how we think.

And one just kind of goes in one ear and out the other. So how do we make that memorable impact on the audience that we, that we have, and actually have them to convert, to purchase from us or see us as someone who’s a thought leader in our industry. So would that being said, I discovered this entire new field of neuro marketing where it’s really just a healthy marriage of marketing and psychology or even neuroscience put together. So, whereas most marketing is looking as metrics such as website, traffic, or a paper clicks. And all of that neuro marketing is actually hooking people up to things such as EEG, blood pressure, monitors, even eye tracking devices to look at what are the types of messages or imagery that actually induced the most amount of impact subconsciously on people or consumers that are consuming content online.

Yeah, I’ve also always as, you know, been fascinated of how people think and make decision and in chiropractic, we have the same, what make makes people tick? What, what is going to wake up someone to say, Hey, I really need to change my health and so forth. So it’s, I find fascinating to dig into that. So today we’re gonna talk about how we can captivate influence and comfort. So the first thing is you’re saying, you know, it’s really important to make the marketing brain-friendly and some mistakes to avoid. So what are those things that we should emphasize and focus on?

Absolutely. So when we’re looking at traditional copywriting or traditional marketing, there’s, there’s many mistakes that can be made, but the top three that I’ve pinpointed that kind of turned that buy button off in your consumer’s brain is this, so one is that your copy or your messaging, or even your landing page, your product, your offer is technically too focused on you and not the customer. So an example of this, especially if you’re a doctor or a chiropractor in this field is showing your credentials and talking too much about your own personal journey rather than the customer or the reader’s personal journey. So your focus now becomes on showing your value versus the value that you can bring to solving a problem or closing a gap that your ideal client is trying to is trying to solve. The second one is to be using too much insider language.

This one technically should even be first because in no matter what field you’re in, whether it’s in health, if it’s in business, if you’re using too much insider jargon, such as, uh, let’s say in chiropractic, and you can use words such as alignment and subluxation, and you’re trying to sell your customer, your reader on that, you’re losing them because you’re not actually connecting with the level of understanding that they’re coming into the conversation with. So the key, one of the keys in neuro marketing is to be able to perpetuate or to get into that conversation that that person is having in their head, whether it’s looking to alleviate a pain or, um, reached some sort of goal. What you’re trying to do is make them understand that you’re leveling with them and you understand what they’re going through. This leads great into my third point too, is that you focus too much on the features of what you’re trying to sell than the benefits. So another example of this would be if you’re selling the outcome of what you can, of what you can achieve, rather than that emotional value of what that person is going to gain the transformation that you want them to experience. So again, the insider language using jargon or using that, um, certain special specificities specificities that fit into your field, uh, can really throw people off in terms of understanding what is the value that you deliver versus this as just another product or service that I’m being sold to?

Let’s face it as doctor. We’re like, okay, this is good. Like we know how much we can help people. Uh, actually I was just visiting my mom in the hospital yesterday and, uh, the nurse came and talked to me and, you know, she knew where I was a chiropractor and is obviously on the story of her luggage falling on her neck and blah, blah, blah. And I’m like, you know what? I’m even listening to myself, trying to sell that she should go see the local chiropractor. It’s not in my area. So it was just, I’m listening to myself on how I’m coming across. Like I’m, I’m, I’m pushing something and a friend of mine actually, uh, I was crying. I think this expression to life effects, right? Because they want a certain outcome, but it’s how it’s affecting their life. And as doctors, we’re, we’re so strong and know how we can help that. It’s, it’s easy for us to get wrapped up in that language. So those are definitely important point. Now, what types of content, uh, will speak to that subconscious that, uh, that you’re talking about if 95% of our decision are made unconsciously, any, any tips on that?

Yeah, for sure. I think the biggest mistake in content creation, and when I say content, this can be classified as a landing page. This could be classified as social media posts, blogs, newsletters, any form of written content or video content of yourself, or of a subject matter that you’re putting out. So there’s, there’s two kind of categories of, uh, of content or two different types of content that will really appeal to that sub uh, subconscious decision maker. And so that is to establish authority and to establish empathy. So most people focus on one more than the other. What I mean by that is by establishing a sorority, you want to show that you’re really knowledgeable in your field, that you really do have the tips, tools, strategies to help your client or your customer, your patient get from point a to point B. So you focus solely on selling them on look how knowledgeable I am.

This is kind of bits and pieces of content that are like the three to five steps to go from here to here, or two ways to overcome this, which is perfectly fine, it’s it? It is absolutely sh uh, positioning you as an authority in your field. But what you’re lacking is that empathy aspect, because especially in a field where I would say, even across multiple industries, there’s very many people that are just like you they’re offering the exact same things. So how do you stand out from the crowd? That’s how you establish authority with your audience and, or sorry, empathy with your audience and allows them to connect to who you are as a person who or what are your unique beliefs, philosophies, uh, angle points, what are things that set you apart from everybody else? So there’s, there’s about 10 types of content and I can really quickly list through them, um, that have been proven by even neuro marketing studies, that they kind of appeal to the subconscious and allow people to not only see you and trust you as someone who’s got authority in the field, but also emphasized and have that gut feeling where they say, I don’t know what it is about her or what it is about this doctor, but I just had to go to her 10 types really quickly, our personal story, sharing your own background.

What were you, what have you gone through, um, as a doctor, even as a patient yourself, what kind of got you into what you’re doing right now, your beliefs. So you might be in the same field of chiropractic, but you might share different belief systems or different philosophies than other people in your field. So sharing that we’ll, we’ll be able to kind of pertain to your audience and see what resonates with them and what doesn’t, uh, lifestyle showing your behind the scenes of, uh, what you’re doing on a day to day basis or client case studies. That kind of leads into another point, but what are things that you’re doing on a day to day basis, that that person will now aspire to want to be a part of, uh, or want to experience with you authority and value. So this is obviously points that you think would be valuable to your reader.

This might be, you know, five ways to improve posture, three exercises, to decrease neck pain, things that will be an immediate solution to a pain that they’re facing in the moment process or method. Uh, people love knowing that you actually have a roadmap that leads them from point a to point B. And they’re not just going to be investing or coming to someone, uh, who was just Willy lulling around, uh, around randomness. So what is your process? Step one, we take x-rays step two. We do this step three. We come up with a lifestyle plan. So showing what your methodology actually is a problem or pain point. This one might seem a little bit manipulative, but throughout your content, you do want to kind of sprinkle around what the pain and problem is, and actually aggravate a little bit more meaning not only are they in pain, but is this taking away from their ability of playing with their children, or is this taking away from their ability to participate in sports that they love to do?

Are they fatigued throughout the day? So kind of aggravate that pain and allow them to see that by just being okay with where they’re at, they’re actually impeding on different areas of their life, um, PR and third party. So things like this, if you’ve ever been featured on a podcast, or if you’ve done a talk or anything that is showing that you’re out there doing things and other people are now relying on you as a source of information is great for establishing authority, uh, questioning. That’s another big one. You want to know what your audience actually wants, uh, spending some time to get to know what their desires, what their questions, uh, and even what their pain points are. Great. So posting questions such as, what is your biggest issue with this, or what is your biggest obstacle in developing a healthy fitness routine or asking and probing for, for knowing what, where they’re at in their personal life and then solution and opportunity. So this one’s super easy, positioning yourself as someone that has a solution to their issue, whether that’s a three months supply of chiropractic care, whether it’s a supplement line, whether it’s something that shows them that not only do you have empathy or not only do you have authority in your field, but you actually have a solution that will help alleviate a pain point that they have in the moment.

Awesome. So can you give us some tips on some copy writing framework? Because I think as doctors, you know, some of us like marketing, some of us like the psychology, some of us just want to do just want to be doctors and help people. And sometime we delegate to people on our team thinking they’re going to do a good job sometime you realize that, you know, maybe to their communication or the talent is not right there. So I need like framework, you know, or simple framework that you can give us that I think can apply to not just, you know, pages on the website, but posts on Facebook or instant.

Yep, totally. There’s a, there’s a lot of frameworks out there for copywriting. And depending on the type of content you put out, it’s important to know what that audience is looking for and how to cook them in rights. But like you said, there is a, the framework I’m going to share with you. It can be spread across multiple platforms. And also as doctors, even if you are outsourcing it to someone else to do that person who is going to be writing your copy for you still needs to understand what is the problem that you’re solving for your audience. It’s one thing to put words on a page, but to be able to emotionally grasp the audience and show them that you actually have a solution to the problem that they have. It’s something that actually falls on you again, as the doctor to be able to properly communicate that.

So with that being said, I think the easiest three step formula that you can use for emails for a Facebook post, or even for landing pages would be that. So the first one is a hook, and I know that we use this in public speaking, or we talk about it. And when you’re doing persuasive presentations to have something that hooks people, but I find that the majority of people actually lack the ability to come up with a hook that actually gets the audience to want to read the rest of the post. So an effective way to do this is a counterintuitive statement. So a counter intuitive way of presenting an idea that your audience might be trying out in a different way and showing them that it’s either a myth or misconception, meaning what you’re, what they’re doing is wrong. So did you know that sleeping with a pillow is actually doing more damage to your neck than not.

For example, that would be a counter intuitive statement that will capture the person’s attention and say, well, that’s something I’ve been doing for years. What am I doing wrong? The second one is to ask a question that points there, their perception in a different way. So positioning a question in a way that again, still is counter intuitive or polarizing that makes them want to look at it. We’ll look at the issue at hand a little bit more in depth or an attention grabbing title. So for example, how to blank in blank steps or three ways to find this in this solution, those are great because people love quick tidbits of information, especially if they can resonate with that title. Uh, in copywriting, we say that 80% of the efficacy of your article actually lies in the headline. So looking at how effective your headline is, and actually captivating your audience to want to read the rest.

So that’s the first one, the hook, the second one is the body. So the body of the content is where the majority of people mess up, meaning that they’ll focus too heavily on the features of what they’re selling. They’ll use scare tactics or fear based marketing, which I’m not a huge, huge fan of. There’s a way to be able to instill scarcity without, um, coming at it from a perspective of being manipulative or saying like, this is the only thing that you need in your life right now. So again, address myths, mistakes, limiting beliefs, and provide some inspiration case studies are fantastic for this showing the social proof. As you know, this was Betty, Betty came in, she was skeptical. She had this and this and this issue after applying my whatever formula or my solution or after X numbers of appointments. Now Betty is feeling like that.

So social proof is great. Again, psychologically, we’re always more inclined to trust other people’s, um, beliefs and other people’s judgment more than our own. So when we, when we can see ourselves in place of someone else experiencing the results that we want, we’re more inclined to see you as a valuable provider. Um, so yeah, social proof tips and even aggravating their pain a little bit more, just like I said in the content is to saying, you know, you might be experiencing XYZ pain, but how is this no impeding on other areas of your life. And then lastly is to position yourself as the solution, again, show your roadmap. This is where that’s super important, being very visual with it as well, especially in the field of chiropractic or health in general, where people are already bombarded or even overwhelmed, I would say by information out there, how do they know that?

What you have to say is actually true or it’s going to be effective or right for them. So showing them a model would be fantastic. My three steps to this or my three pillars of spine health or my five pillars of weight loss. So being able to present your ideas in a systematic and visual manner will not only increase the authority that you have, but also position you as someone who is unique in your field, so that you have something to offer. That’s more concrete, you’re taking your, your abstract ideas or something that you would kind of do on a day to day basis with patients and actually presented as, uh, your own intellectual property, which is, which is great. So those are two, three really easy ones to recap cook, um, the body of the content where you want to address misconceptions, myths, or aggravates at the same time, it’s showing social proof. And to be able to present your idea in a unique way and show them the roadmap of you are the person to get them there.

So of course, you know, like you said, we’re so bombarded by the media and you’ll remember that cause you helped me write those headlines. But last year, when in New York city for my book and pitch some show ideas to the media, so TV, radio, and wow, was it ever an exercise for me of, you know, finding something, not how to you Chuck, because let’s face it. The media has gone to just, you know, walk all over you or ignore you completely. If it’s not something that has now the challenge for us as you know, and a natural health industry. I know I kept saying to the coach that helped me do that as well, that, you know, I’m not gonna say lose 10 pounds in 10 minutes. This is ridiculous. You know, it goes against everything that I stand for, but somehow we have to find a way to be congruent with who we are with the way we do things and still get a person’s attention.

And that’s why it can be overwhelming for a doctor. But I think sometime we almost make it too complicated and it’s for us to sit back and say, okay, what solution are my solving and how can I show the person to process and their journey just yesterday, I was doing a, you know, after a report of finding and you know, my recommendation, and I could tell that I had in that analytical person on the disc profile, she was definitely a C uh, with some D because, you know, she took, you know, kind of control of, of, of the conversation, but I knew that I needed to show her right there, what my process was because otherwise, you know, it was not tangible enough

For her. So, uh, I think it’s, I think it’s fascinating. I find it interesting. And I find that, um, a good challenge for us to be able to connect and grasp where the person is at, in their own journey and be able to communicate. And I mean, communicating on paper versus verbally two different things, right? Some of us, I think doctors are, or maybe better one-on-one and, you know, connecting with the person. But when it’s on paper, it’s kind of hard. So I guess a good exercise for the doctors would need to pretend that you’re sending a PR press release and a press release is like a hook why they should listen to you. So it’s almost like an exercise to do. If you had to grab media attention, what would make you stand out? So just a thought for people to get their mind going on, how they can, uh, become newsworthy and, um, create more persuasion of the people that they want to bring in their office because let’s face it. We all have a different ideal patient. And I think gaining the clarity as a doctor is, is also super important. So I’ll leave you with, uh, one question for me that I’m pretty good on the spot. You and I have gotten a lot of Russell Ronson, you know, the story and, uh, and all of the steps, which I think is brilliant. How would you say what you’ve learned in the last six months to a year with, uh, with the neuro marketing? How would you say it differs

Big? Oh, okay. This is different. What was the biggest difference

From, from one to the other? I think the biggest difference with traditional marketing patterns and even we’re seeing, you know, the seventh step brand story framework, and there’s all these very well known frameworks that are out there that, that works. They are effective. The biggest difference with neuro neuro marketing is that it’s evidence based, meaning that no longer is it just guesswork saying, you know, if you have a good brand story, if you’ve got a killer funnel you’re going to succeed, we can’t talk in absolutes like that. You can have a killer funnel strategy. You can have a great Facebook ad strategy. Your brand story can be on point, but there’s still absolutely no guarantees that you’re going to start seeing results when you’re a marketing differs in this field, is that we’re able to replicate results, showing that there are specific orders of presenting information that psychologically trigger someone to establish more trust.

How do we know this? Because we have people hooked up to FMRs. And so when we show them different stimuli, we get to see what parts of their brain that are associated with belongingness, with admiration, with trust, actually start to light up. So it’s no longer just, uh, putting, you know, plugging in your, your information into a framework, putting it out there and having someone run Facebook ads for you and hope that it works. But it’s knowing how to position your products, how to position yourself, how to speak, what are psychological triggers and cues and your, your verbiage, facial expressions, even it goes beyond just what you present online, um, that actually develop trust and a mutual connection with the person that you’re trying to sell to. So no longer is it, uh, is it guesswork? There’s, there’s evidence behind it, which I think can resonate a lot with doctors because, you know, we were focusing on onsite waiting.

So thank you so much for me is we could chat about that for hours. Can you tell us how people can reach you because you have a pretty decent landing page, you know, walking the talk here of your services that you offer to help, uh, doctors. Absolutely. Yeah. So people can find me by visiting persuade by Um, so it’s word persuade by premise P a R M E e Uh, they can get into contact with me there, and I’d be happy to share some, uh, some examples and case studies of people’s landing pages or email sequences that I’ve worked on that have been, I’ve been shown to be very effective in the last couple of months. So it’s all about connecting the dots. Isn’t it. Awesome. Thank you. So thank you so much for listening to empowering women in chiropractic and a big thank you to ChiroSecure to allow us to put on this amazing show with my co-hosts. I know we’re always delivering content that’s relevant to us, uh, in the field to better ourselves as doctors and keep learning and growing so we can, um, promote and expand the chiropractic message. So again, thank you. This was Dr. Nathalie Beauchamp for empowering women in chiropractic.

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