LASIK Marketing Agency - March 2020

IMPROVE PRODUCTIVITY BY CLEANING UP YOUR INBOX IS EMAIL CLUTTER DRAGGING YOU DOWN?

2. CATEGORIZE NECESSARY MESSAGES. Create folders to organize the remaining emails. You might use a time-based system, like “First Quarter of 2020,” or descriptive names, like “Receipts” and “Current Projects.” Choose a system that works for your personal preferences. 3. RESPOND TO URGENT EMAILS. Have unanswered emails that can’t be filed away? Use the two- minute rule: Immediately respond to anything that will take less than two minutes to answer. For the ones that need more effort, put them on your to-do list and schedule a time on your calendar to respond. 4. MAINTAIN A HEALTHY EMAIL HABIT. Now that your inbox is in a manageable state,

Do you cringe every time you open your email, preparing yourself for a barrage of unanswered messages? If so, then it’s time to take tidying up your inbox more seriously because poor organization results in far worse problems than simply missing out on happy hours with coworkers. According to psychology professor Susan Krauss Whitbourne, mental and physical clutter can impede productivity. It may also have long-term effects on our ability to process information. One University of Toronto researcher has even found evidence

that mental clutter may worsen age-related memory loss. Since most people can cite their digital inbox as a source of stress, starting there is a big step toward organizing your mind and your life. Plus, you can declutter it in just one hour by following these steps. 1. SWEEP AWAY THE JUNK. Begin by going through your emails from oldest to newest and deleting anything you know you won’t need. When you see an email you want to delete, search to find others from that sender — it’s likely there are multiple you can trash right away.

develop habits to keep it that way. Check your inbox when you get to work and follow the steps above. Once a week, set aside a few minutes to sort through and organize anything you missed. The more time you devote to decluttering your email first thing, the more time you’ll have to accomplish bigger and more important goals.

ARE YOU MARKETING TO THE WRONG PEOPLE? TRY MAKING CUSTOMER AVATARS

Sometimes, marketing for your ophthalmology practice can feel like

To create one, picture your ideal customer in your mind (if you have several ideal customers, choose one of them to start with), and ask yourself questions like this: • Where is that patient online? • What are they consuming? • Where do they go for information? • What challenges are they facing? • What is holding them back from getting LASIK? • What is their role in the purchasing process? Continue down this path until you’ve figured out this person’s goals, values, hobbies, income, and any other details you can dream up. Write all of this down, and pretty soon an avatar will emerge — a suburban mom, for example, or a wealthy urban 20-something year old. Ideally, your business should have at least three avatars. If you’re

struggling, try picturing your past patients and asking yourself what they have in common or even interviewing past patients directly for more information. Remember, you’re not selling LASIK surgery. You’re selling a transformation. What these patients have in common could be as simple as wanting to improve their golf shot or see their alarm clock better in the morning. Once you know the type of person you are trying to serve, for example, you can speak directly to them with your marketing. King LASIK, one of our clients, goes so far as to list their avatars (outdoor adventurers, busy professionals, and supermoms and superdads) on the front page of their website to do just that. If you’re still struggling to put together your avatars, we can help. Call us today at 206-437-0529, or visit our website to download a free client avatar worksheet.

stumbling around in the dark. According to several studies, somewhere between 60%–75% of the U.S. population wears glasses or contacts, which might leave you feeling like you could market to … well … just about anyone. Unfortunately, that’s a misconception. Just because someone wears glasses or contacts doesn’t mean they’re an ideal candidate for your services, so throwing your marketing dollars at every demographic would mean throwing them away. Instead, our experience shows that the best way to market your services is by zeroing in on your ideal client, and tailoring your advertising specifically to them. And the best way to do that is by creating customer avatars.

To put it simply, a customer avatar is a detailed breakdown of your ideal customer.

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