There’s nothing quite like a practical, real-world example with which to deliver a great lesson in marketing and sales, is there? Well, in this particular instance our focus falls squarely on a rather delicate matter which required a bit more of a sensitive approach to its addressing, containing the makings of a classic sales success story in that it all starts with someone finding a solution to their own problem and then going on to sell that solution.
So one of our biggest followers is all too happy to share his story now, but he had a problem with so-called man-boobs he struggled to get rid of for years. Once he actually managed, he created an e-book to be sold online and it sold well enough, except there were some potential buyers of the product who were afraid of the attention which might be drawn to them if for example the credit card statement said they had bought something from a website named in the like of LoseManBoobs dotcom!
The site was eventually changed to something along the lines of Chest Coach, with the suggested discretion thereof accounting for a spike in sales. That’s just one of the lessons to be learned from this particular case study though and we’ll get back to discretion right at the end. The other two lessons are those of how the marketing should be non-invasive, as well as how the right balance between personalisation and variety of choice should be struck when dealing with the delicate business of selling sensitive products and services.
It’s true; the marketing shouldn’t have the targeted prospect feeling like they’re targeted at all. You don’t want them feeling like someone has discovered their secret or something like that, so the appropriate marketing would be through something like Google Ads which are matched according to what people actively search (what they type into the search engine) and not based on things like where their GPS says they’ve been.
The right balance between personalisation and variety of choice
Perhaps building on from marketing which shouldn’t be intrusive at all, there does indeed need to be a balance between personalisation and variety of choice. The targeted prospect is indeed dealing with a very personal issue they perhaps specifically need a certain product or service for, but you can’t just hit them up and say “We have a specialised plastic surgery procedure offer just for your unique problem!” Rather, they need to be able to pick what they need out from a list of presented options.
Now, getting back to the discretion, this is very important and should never be underestimated. Fortunately as far as it goes with established specialists in the field, the likes of Naidu Plastic Surgery provide the requisite discretion as a standard part of the service. If you’re visiting the medical facility for a sensitive and private procedure, there is no way anybody can tell what you’re there for, in the same way you can’t tell what they’re at the facility for.