“Hey welcome back, this is Scott Theaman here talking to you about sales, marketing, conversion and helping you grow your practice.
Today, I want to talk to you guys about old advertising versus new advertising. What is old advertising? Well, radio, you drive in your car. Most people when they’re driving in their car don’t even listen to the radio. They listen to podcasts and they listen to Spotify or Apple Music, right? Radio, newspaper, television. I want you to think of the last time that you actually bought something from any of these things. Chances are if you’re a doc, you spend, and I know a ton of you guys have Facebook. Chances are you spend most of your time on Facebook. Let me ask you a question. Why is it that you think that investing money into these old forms of advertising is a good decision when you yourself are over here with Google, with Facebook, with Instagram?
Here’s a fact, all right? Money follows attention. Where are the eyeballs at? Right now, the eyeballs are not on newspaper? The eyeballs are here on Facebook. Facebook spent about, or excuse me, Facebook revenue at about $40 billion from advertisers like me last year. Why? Because all attention and focus is moving to Facebook. Think about who is the average demographic on Facebook and think about your ideal client, right? Maybe you’re trying to do STEM cells, or PRP, or chiropractic care, or physical therapy. Who is your ideal client? Well, they’re probably between the ages of 30 and 60, and guess who is now dominantly on Facebook? It’s no longer the 15, 20-year-olds. It’s the moms, the dads, the grandmas sharing family photos. That means that your ideal client, they have their eyeballs on Facebook. They’re Google searching how can I get rid of my pain? Right? They’re not going to pick up the newspaper and say, “I’m in back pain. What am I going to do?” They’re going to either search it or we’re going to make them an offer on Facebook or Instagram.
The point of this video is to plead with you do not spend money on old forms of advertising because people barely listen to the radio anymore. I guess some people read the newspaper. TV, most people have Netflix or some other service provider, but you’re just throwing your money down the drain. And the other thing I want to touch on here is your ability to laser target. I’ll just write laser here because Facebook, guess what? Let’s say you want to say, “Hey, I want women between the ages of 45 and 55, who like Oprah Winfrey, who live in a three mile radius from my office, who are homeowners, who recently went to a health-related event.” Well guess what? We can target that. Don’t ever spend money. Make me a promise,. “Scott. I’m never going to spend money on old advertising,” at least before checking this out, because here you can laser target your ideal client and get them in the door so you can better serve them.”
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