00:00 Alright, what's up? It's great in here with Fever Booked and in this video I'm gonna be talking all about offers and I'm gonna be answering the age-old question that medical spots always have when they're looking to work with us or any other agency. 00:13 And that question is, or it's more of a concern that they have, they don't want to run Rupon like discounts, they don't want to devalue their service and their clinic. 00:21 And this video is gonna talk all about that. It's gonna demystify the whole concept and the topic of offers because it's very, very nuanced and I'm gonna show you how to think of offers as my clinic. 00:30 So you can get lots of new clients without devaluing your clinic and looking like that discount group on clinic So this videos for you if you're a premium med spa You don't want to be seen as a group on clinic. 00:41 You want to avoid price shoppers and tire kickers You don't want to excessively discount or devalue your services and a K.A This is literally all-metspot owners. 00:50 I know you know, I talked to so many clinics They think that they're somehow unique because they're a premium clinic. 00:55 They want premium clients every med spa wants that So this is really talking to all MedSpot owners out there and this you truly are just like a super high volume low-profit clinic And you don't want quality patients, which I don't think there's that many people like that watching this video So let's 01:09 go through this very sobering logic sequence. You're a MedSpot You want more patients other MedSpots want more patients other MedSpots are actively Advertising to get more patients. 01:20 So for you to get those patients and set your competition You need a compelling reason why you need a reason why they should go to you instead of your competition And your Google reviews or your reputation alone. 01:31 They're really not gonna cut it and because your competition They all have good reviews. They all have a good reputation That's just the minimum, you know standard you need to play these days You need to have a solid reputation and reviews and your fancy machines are skilled providers They're really 01:44 a good reason why either that is also part of the course your competition They have similar machines they have good staff So trying to differentiate and use that as a reason for someone to visit you instead of someone else They're not good reasons now you may say oh, but we have BBL hero in my competition 01:58 only has IPL We also just made some really nice renovations. This is you. Yes I'm making fun of you and I'm making fun of me as well because all of us business owners We all have these moments where we think we're hot shit and we think that because we have these fancy things in our business We're better 02:12 than everyone else when you really have to pull yourself back down to earth and you don't have to focus on on what you're excited about. 02:19 You need to focus on how new clients are perceiving that and use that in your marketing strategy to bring people in. 02:25 And that's what I'm going to describe here in this video. So yes, those are compelling reasons. Going back to the previous slide, great machine, staff, they're super important, great atmosphere, but a scrolling internet stranger does not care as much as you do. 02:38 They don't know enough to care, right? You know enough to care, but they don't. So your reason why it needs to compel strangers and not you. 02:46 And this is a very important switch that you need to make. It is not a lot of people are thinking about when they run ads and Advertise and promote their clinic. 02:53 So here's a perfect example, right? I love to go on Facebook ads library. You can see all the ads that are live on meta on the meta platform Here's a perfect example of an ad where I'm sorry, but just no one cares like you look at this ad Yes, we specialize in aesthetic treatments tailored to your needs 03:09 . Here's all the treatments we offer We've been providing this for over 20 years It's just like the classic ad that just says hey we're here we've been here for a long time We have these treatments no one really cares right and so these are the ads that you know Maybe it's working, but honestly I can 03:25 guarantee this ad It's probably not booking any appointments the the clinic owner probably just has it up because their agency put it up And they're just like okay, we check that off the box. 03:33 We're advertising something the question becomes you know How do you stand out and get people to book right? there's two traditional approaches up until now. 03:42 So option one, I call it the head, your bets option. So this is where clinics, they're like, okay, I don't want to become a group on clinic. 03:49 So I'm gonna sort of hedge my bets. I'm gonna do a week, you know, 10 to 15% offer or a free consultation offer. 03:56 And that may have worked, you know, 10 years ago, but now it may work if you're lucky. So depending on your market and your reputation, an ad like this may work, but in the majority of the time it's gonna produce super expensive appointments. 04:08 The money that you're thinking, saving, only offering 10% off, you're going to spend that in ads because Facebook is going to charge you more to run ads because the offer is just not very good. 04:18 So option two then is the other extreme, right? It's the Groupon offer style where you offer $8 units of Botox or 80% off laser hair removal. 04:28 This method seems desperate, right? So no one wants this. No one wants to be that Groupon clinic. Everyone wants to avoid those things that I'll cost. 04:34 So you're kind of stuck in a rock in a hard place because, you know, the hedging your bed stops and doesn't work very well, you don't want to be a group on clinic. 04:41 What do you do? Well, the solution, the new and better way is what I call unicorn offers. So if you've seen any of my other videos, I talked about this a lot and I'm going to explain what a unicorn offer is right now if you're not familiar with this term. 04:54 The first concept you need to understand is selling ingredients versus selling cake. So you see this image, this before image, right? 05:01 You need to compare all your individual treatments like they are ingredients to a cake So the eggs would be like your Botox the butter would be like laser hermobile and the flour would be like some laser treatments So I peel or something like that, right? 05:17 And so the problem with Ingredients is ingredients are commodities if you go to the grocery store the price of eggs doesn't fluctuate very much Right the super premium eggs are gonna be a bit more expensive but not super expensive Same with butter and flour and sugar and everything, right? 05:32 And so there are commodities. However, if you go to the store and if you see the cake section, hell, there's cakes that sell for thousands of dollars because a cake is a differentiated item. 05:43 People have taken commodities which are the ingredients and assembled them in such a way to create this item that they can sell for much more. 05:50 So you need to look at your treatments the same way. You need to stop selling ingredients. Stop just like promoting Botox, promoting all these things that all these other clinics offer, those are commodities and that's where you're going to start to get price shopped. 06:01 You instead need to figure out how can I deliver a combination of my treatments in a unique way to turn it into a differentiated service. 06:10 And to break this down a bit more, let's look at the economics of cake. So you go to the store and here's the price of all the ingredients, right? 06:16 I just Google this. So the total cost in terms of the ingredients to create a cake is only about four bucks. 06:22 But if you create that cake and you put it in whole foods and it's really nice as nice packaging You could easily sell it, you know, you can sell it for $30, $15 would be a bargain So you have all that profit but you're making more than a $10 profit off the cake because you've taken the commoditized 06:38 Gradients and have combined them into a differentiated product So now let's compare that to the economics of Botox, right? So we have this package called the Forever Young Injection Package and this is an example of a unicorn offer and a The unicorn offer is where we're essentially baking a cake from 06:54 these ingredients. So it has ten units of Botox, so a hundred and fifty dollar value, a diamond planing. That's a pretty high value for a diamond planing, but whatever it will go with it, fifty dollar value for a B12 shot, and a skin analysis, that's also fifty dollars. 07:08 So when you combine this together, this is a total value of three fifty, and then we offer it for ninety-seven. 07:14 So this is a forever-ung injection package, you get it for ninety-seven. So instead of just saying, hey, we're doing $10 units of Botox, we're creating this cake and then we're offering it as a discount And it's going to create this massive surplus in value and that's why this ad went viral. 07:29 It has 600 comments, 127 shares The client who ran this jpeot cell. I have a couple videos with them and interview with them as well He made a 10x a return on ad spend with this offer. 07:41 He's absolutely crushing it He's ran this ad for I think over nine months now because it works so well And yes, this ad did book some bargain hunters and that's fine. 07:50 It is a low-ticket offer. It's a hundred dollars So it's fine. It's also booked plenty of normal Pleasure to deal with folks It's also booked some wealthy high-end patients who will go on to spend tens of thousands of dollars And that's because yes rich people like a good deal as much as anyone else 08:07 a lot of people think oh I want to check rich people so I'm gonna keep my prices super high Well, yes, you want to have a premium pricing and premium positioning, but a big reason my people are got rich is because they're not stupid with their money. 08:19 They like a good deal as much as anyone else. So just because you're offering, you know, good deals and you're positioning your services as a good deal to people doesn't mean you're going to push away people who have money. 08:28 And your offers don't have to be low ticket. So we have lots of clients doing under $100. They want more volume of people so they want to keep the price less. 08:36 We also have clients doing offers that are more expensive. So this offers for $600 for a PRP package. This is $400 for $15 of Botox and some other bonuses. 08:48 So it's for everyone. Welcome package. This is 35 off deep skin resurfacing. So this doesn't follow the perfect unicorn offer structure, but this client's actually getting some bookings in this. 08:57 And this is for, I think, the offers over $1,000. And this is for an under-eye rescue, especially that's $400. So generally, like the sweet spot, it's between $450 box and usually 300 usually like low to mid take it is what we're going for but yeah like the key is you also need to experiment because 09:16 you really never know what's going to work in your market and so the key is to have a lot of agility when launching campaigns and be able to experiment really quickly and that's what we help our clients do when they join our program we provide them all the ad templates all the copy and everything so 09:29 they can just launch ad after ad and figure out what works and then once something works it can work for three, six, nine, even more than a year. 09:36 I've seen ads going more than a year because they work so well. So the key here, the real big ideas to avoid selling ingredients at all costs. 09:43 You don't sell Botox, you don't sell side-tongued BBL or hydrophacial or insert any other treatment you offer. You sell unique solutions to your clients problems. 09:52 That's what you sell, unique solutions that cannot be found elsewhere. When people have a problem and perceive you as the only one to solve it, they will pay. 10:02 It's not a matter of price shoppers. It's a matter of people price shopping when they have alternatives when they have all these different You know options to get what they perceive as a commodity. 10:12 They're gonna price shop So onto a super important consideration content versus context So the best way to think of this is a simple glass of water, right? 10:21 So if you have a glass of water the content is the water in this case It's the offer everything that we've been talking about and the context is everything else It's everything that frames the offer, everything that surrounds it when someone's making decision, all the things that come into play when 10:36 they're making a decision about that offer. So let's break this down a bit. We're going to talk about context specifically. 10:43 So context number one, ad creative, ad creative, super important. You can have a great offer, but it's going to be made even more effective when you have really eye popping images and videos and graphics in your ads to communicate the offer. 10:55 And this is another thing that we help out with. as I mentioned earlier, as part of our service, we provide a continuous flow of Canva ad creative templates that our clients can use to ensure that they have the best visuals to accommodate or to present their offers. 11:09 Second is reputation, so this is super important, right? Online and offline. If you have an offer, if someone signs up, they're going to look you up on Google. 11:17 If your Google page is blank, there's no reviews or bad reviews, they're probably not going to sign up, they're going to know what sort of their appointment, they're not going to respond. 11:24 on. So reputation is super important. These offers don't exist in a vacuum. People want to make sure you're legit and they're going to look online for that. 11:33 And offline, it also matters what their friends are saying about your business. Authority, another very important thing, they're going to go to your website, their your Google reviews, they're also going to go to your Instagram to see, you know, how many followers you have. 11:44 Followers, it's not everything, but it's important, right? If you have a lot of followers and if you have, you know, credentials, if you're a doctor, it's obviously going to be, you're going have more authority in the consultation room. 11:54 If you have celebrity status, that's going to help results. So do you have before and after pictures on your Instagram, on your website, and then in clinic, when someone comes into your clinic, is there a high-end vibe in the clinic? 12:05 Is there social proof? Do you have testimonials before and afters? Do you have a good sales choreography? So is the whole appointment like super smooth and everything is all choreographed? 12:15 Do you have a super educational consult? And do you have a dialed in sales system with trained staff who know confidently what to offer? 12:21 So, there's so many things, right, you could have, like, off clinics, they say, well, this offer is not working. Well, if someone coming into your clinic, like, what's your clinic, like, do you have any sort of a sales process? 12:33 Is it a nice vibe? What are all the things that are supporting that offer that you're giving them? You could have two completely different clinics that have completely different outcomes with the exact same offer, purely because of context. 12:45 And one clinic has mastered it, and the other just hasn't even thought of it, or hasn't put enough work to make it work for them. 12:52 All right, so this is why you should always check yourself when complaining of price shoppers. Are these people actually price shoppers or are they just price shopping because you made it too easy to compare your clinic to the competition? 13:05 So price shoppers aren't people. Price shopping is a behavior that people exhibit when they have alternative. Just take the iPhone, for example. 13:12 People don't price shop iPhones because there's no alternative. It's a completely differentiated product where people, they just need to have the iPhone and they're not gonna compromise, they're gonna pay full price. 13:23 So in closing, this is why there's no such thing as discount bad. This is really just narrow minded thinking. Whenever I hear a clinic owner say this, I don't wanna be a group on clinic in da da da. 13:34 It means that they haven't really experienced the nuance of this topic. And this is the type of expertise that you just get when you go super deep, which we have done over the last six years. 13:44 So as with everything, it goes much deeper than that. the devils and the details and this is the type of expertise you can expect when you work with us because we've gone so deep into marketing for clinics, into ads, into text message, follow-up, into sales offers, everything that's required to get appointments 14:00 and close sales and help you grow. We've gone super deep and we understand the details and it's really important anyone that working with us knows these details as well.