Ear Doctor Normalizes Waiting

ear doctor

I caught a radio ad recently for an ear doctor who encouraged listeners to get their hearing checked.

She said most people will rush to the eye doctor if they have fuzzy vision.

But when people notice their hearing get fuzzy, many will put off a checkup. Sometimes they’ll wait for years.

Don’t wait, she said. If you wait too long, minor hearing loss becomes major.

Good point, Doc…

…but bad marketing.

By highlighting people who wait for their checkup, you imply that waiting is normal.

We humans want to be normal. We want to join the crowd.

So if you describe a crowd that waits to visit the ear doctor, we’ll join ‘em. We’ll wait, too…

…even if you tell us that waiting is a bad choice.

So what’s the poor doctor to do?

Encourage listeners to get their hearing checked…

…without telling them about the crowd that puts off checkups.

Better yet, make hearing tests the “new normal.”

Tell listeners about the “crowd” that rushed to get their hearing checked. Tell them how you’ve treated hundreds (or thousands) of people whose lives improved following the test.

Emphasize how those people made the “smart choice.”

That’s the crowd you want your listeners to follow.

Marketers and behavioral economists call this “social proof.” 

Smart communicators use social proof to make their copy more persuasive.

Highlight the wrong crowd, and you encourage the wrong action.

Use social proof to highlight the right crowd, and you encourage the right action.

By the way, you are not encouraging the “right” action if you trick people into acting against their interests.

Unfortunately, some marketers use social proof and other persuasion methods to “trick” people into buying stuff they don’t need. 

This gives all marketers a bad name, and it gives “persuasion” a bad name, too. 

Using social proof and other persuasion techniques is not a bad thing…

…unless you use them for a bad purpose.

If you intend to provide value and to offer something for those who need it, there’s nothing wrong with making your copy as persuasive as it can be. 

Social proof is one way to make your copy more persuasive. See the p.s. below if you want to discover other ways…

p.s. I help coaches, consultants, and business leaders discover and deliver powerful stories that captivate prospects and inspire them to act. Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Connect with me on LinkedIn and Facebook and (if not subscribed already) join our email list.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP in the Content Transformation Academy: Master how to discover, assemble, and deliver business-building stories. Weekly masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.

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