People don’t buy when they understand.
Read that again.
No, I didn’t miss a word.
People don’t buy when they understand.
Getting your clients to understand what you offer is important, but it’s not enough.
How often have you looked at something, researched it online forever, kept thinking about it, but haven’t bought it?
How much stuff is in your Amazon “save for later” cart right now?
The time between when I know I really need a haircut and I actually get one is about 2 inches.
Why?
Because thinking doesn’t lead to action.
Usually, it’s the opposite.
The more we think about something, the more indecisive we get.
So your goal should never be to give your patients all the information you think they need.
You can’t inform people into taking action.
It’s impossible.
Action comes from desire.
Until you truly want something enough to overcome the costs in money and time and effort, you will never take action to get it.
You’ll dither and debate, but you won’t buy.
With that in mind, take a look at your website or social media pages?
Is it mostly informative and educational?
Some of that is good, but if that’s the only thing you have, you’re probably not getting as many patients as you could.
Stop trying to tell your patients why they should come see you.
Start showing them how you can help them reach their deepest desires.
You don’t need to convince their brains.
You need to win their hearts.