Like many people, I have two email addresses – my personal one and my business one.
And they’re very different Inboxes…
One contains cute notes from my kids, endless correspondence from their schools and (probably optimistically) flight arrangements for next year…
The other is all logins for Zoom meetings – at least that’s how it feels right now!
But there’s another big difference, and that’s in the promotion folders.
Those are practically different planets!
If you peeked into my personal Inbox, you’d be able to tell straight away that I’ve just refurbished a house.
The promotions folder is full of emails from Wayfair, various department stores, flooring companies, art websites and lighting shops, all trying to sell me their wares.
I still enjoy an occasional browse to see whether there’s a gorgeous coffee table that I missed out on… Or to torture myself over the beautiful light fixtures I could have bought…
These emails are all bright, packed full of attractive pictures and are always shouting about a great deal. (“20% off – today only!”)
There’s barely any text – because they’re marketing commodities. You can buy most of those products from multiple places…
All the retailers need to do to sell is offer a great price and catch my eye. The emails themselves are forgettable and so is my relationship with the stores.
My business email, by contrast, is full of longish emails (like this one), from entrepreneurs and businesses trying to sell me transformative services.
They’re full of intriguing ideas and good stories…
The business owner (who usually writes personally) tries to show me how their distinctive products or services can improve my life, and help my business….
They paint a picture of a better future.
I’m often inspired or touched. And when I do buy, it’s because I feel connected to the writer and have come to believe in what they’re selling, which is not a commodity – but value.
So where do aesthetic treatments fit into all of this?
Well, they’re a bit of a conundrum…
…Because many treatments are really a commodity – there are probably dozens of providers all around you offering the exact same CoolSculpting or Laser Hair Removal treatments.
And that’s how most aesthetic clinics and med spas sell them, too…
I mean, take a look at this email, which landed in my Inbox the other day:
Just like most clinics, it markets treatments the same way Wayfair markets coffee tables…
With big, glossy pictures, an emphasis on price – and not much more.
There’s nothing inspiring about this email… No attempt to persuade readers that PRP is special, or will help them… I mean, it doesn’t even bother explaining what this treatment is!
It’s a mystery to me why most clinics market their treatments like this, as superficial commodities…
…Cheapening their own services…
…Because it’s so easy to elevate them beyond that.
Many treatments genuinely transform patients’ lives.
Your marketing should build value – not position your treatments as commodities.
The work you do is valuable!
You help people look and feel better about themselves, and give people the self-confidence to live better lives…
…To go for promotions, date again post-divorce, even just to play with their kids in the swimming pool (instead of hiding under a towel, worrying about gynaecomastia or thunder thighs).
Many treatments use cutting-edge technology which can capture your patients’ imaginations, and make your treatments seem desirable and unique.
And you, too, have interesting stories to tell, which can set you apart from the competition and add immense value to your readers.
When you put those together in your marketing, you can make a really powerful, persuasive case both for your treatments and for your practice…
…Building deep desire for what you offer…
…So people will be more inclined to pay for your treatments – instead of looking straight for the discount.
Your marketing should build value – not position your treatments as commodities.
That’s what we help you do in Inbox Express, our library of marketing emails for aesthetic clinics and medspas just like yours.
Click here to find out more, and to get your hands on these powerful emails right now.
