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10.19
THE YODA EFFECT How ‘Star Wars’ Helped Me Understand My Business Better
THE SPECTATOR LASIK
When I was a kid, I was a huge fan of “Star Wars.” Back then, there were only three movies — “A New Hope,” “Return of the Jedi,” and “The Empire Strikes Back” — and my friends and I had a running debate over which was the best. We could quote the films by heart, and I was sucked in by their artistry. I liked to imagine myself as Luke Skywalker, saving Princess Leia and battling Darth Vader. When we turned 19, some of my friends even got Star Wars tattoos. (Considering how awful the new films turned out to be, I still thank God I didn’t.) As much as I loved “Star Wars” then, I had no way of knowing that decades down the road it would shape how I understand my business. In 2016, I went to a digital marketing conference in Orlando, Florida, called Content and Commerce, and listened to a lecture by StoryBrand CEO and business guru Donald Miller. He made a brilliant “Star Wars” analogy that left me floored, and I still think about it today. Basically, Miller said that like my childhood self, most businesses like to imagine themselves as Luke Skywalkers, the heroes of their stories. It’s tempting to want to be the one in the spotlight, taking on your competition, but in reality, Miller thought businesses should think of their clients as Luke Skywalkers and themselves as Yodas. If you want to succeed, he said, look at your company as a wise, skillful guide, there to help your clients and point them in the right direction. It was the perfect analogy. From my perspective, it’s not LASIK Marketing Agency that’s the hero of the story — it’s ophthalmologists like you! You’re the ones out there doing the hard work. We’re just here to give you words of wisdom and put you on the path toward success. One of the key pieces of advice I give my clients now is to think about their own companies in terms of Miller’s analogy. Because, while I might be Yoda to you, when it comes to running your business, it’s up to you to be the guide for your patients. They’re Luke Skywalkers fighting for better vision, and you’re Yoda, helping them along the way.
The truth is if you try to play the hero in what is really your patient’s journey, you won’t end up with many patients. Everything else about your brand needs to show patients that you’re the guide, not the hero. Far too many doctors use their website’s front page to talk about the procedures they’ve done and the awards they’ve won — not only is that boring, but it looks like they’re shouting “Look how great I am!” when they should say “Look how much I can help you!” The patient should feel like your business is all about them. If you can pull that off with passion, enthusiasm, and energy, you’ll have happier customers, better reviews, and more referrals. When you’re selling a procedure like LASIK, it’s important to reassure your patients they’re in a safe place, and everything is going to be okay. I learned that firsthand when I was working alongside my brother, both in the office and the operating room. I figured out how to walk every patient though the procedure with bottomless empathy for their fears, hold shaky hands in the operating room, and follow up with kindness and courtesy. I firmly believe that care, which we implemented at King LASIK from the top-down, is what helped us become one of the nation’s busiest clinics. If you put patient-focused initiatives into practice, we can help you do the same. One of the easiest ways to get started is by scanning your website’s front-page copy and counting up the number of times the word “you” shows up. If it’s only one or two, it’s time to refocus your language on the patient. To help you, we offer a free 10-minute website audit to potential clients ,where we’ll look over your site for the five things every medical website needs, including client-facing language. If you’re ready to start earning your patients’ trust, request one on LasikMarketingAgency.com today.
3620 40th Street Court NW Gig Harbor, WA 98335
206-437-0529
www.lasikmarketingagency.com
“... while I might be Yoda to you, when it comes to running your business, it’s up to you to be the guide for your patients.”
– Michael King
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Business Card Etiquette in 3 Different Countries PUT YOUR BEST CARD FORWARD
The business card is a nearly ubiquitous way to give your name, position, company, and contact information to potential clients and business partners all over the world. And while the exchange of business cards in the United States does not come with a lot of pomp and circumstance, that is not the case in many other countries. If you find yourself in one of the following places, remember these tips about exchanging business cards. JAPAN Known in Japan as meishi , the exchange of business cards comes with a lot of ceremony. Present your card with both hands, as this gesture is seen as respectful. Japanese culture places a lot of value on
one side and in the local language on the other is good practice. Gold lettering is considered auspicious, and if your business is relatively old, make sure the year it was founded is on your card. The practice of giving and receiving cards is very similar to that of Japan. Finish the exchange with a bow as a way to thank your acquaintance for meeting with you. INDIA Business cards are exchanged even in nonbusiness interactions in India. Much like hierarchy and status are valued in Japan,
academic achievements are valued in India, so list your university, degrees, and honors along with your other information. When exchanging cards, always give and receive them with your right hand. This is also common practice in many Middle Eastern countries. Exchanging business cards the wrong way probably won’t be detrimental to your business deal, but learning the proper etiquette in the country you’re visiting can go a long way in starting a professional relationship on the right foot.
hierarchy and status, so make sure your title is listed prominently. When receiving a card, take a minute to look it over and comment on it. Immediately putting it away is disrespectful, and once you’re done looking at it, put it in a cardholder, folder, or binder. CHINA In China, as in many other countries, having your credentials and contact info in English on
HOW TO GET MORE 5-STAR REVIEWS 3 STEPS TO SUCCESS ON GOOGLE AND FACEBOOK
In a business world where clicks are currency, online reviews can make or break your success. According to a 2018 survey from BrightLocal, 86% of consumers read reviews in order to decide where to take their business, and they need to scroll through 10 positive ones to build trust. ReviewTrackers also found that customers don’t really trust companies with reviews below four stars — so getting top-tier feedback is key. Luckily, we’ve got your back when it comes to racking up raves on Google, Facebook, and Yelp. Using our tactics, some of our clients have amassed over 300 five-star reviews on Google alone. That’s enough social proof to convert patients before they even pick up the phone! Follow these three simple steps to get started: • TAKE CARE OF YOUR PATIENTS We can’t emphasize this point enough. If you don’t give your patients
profound support and empathy from the get-go, they won’t give their experience a glowing review. At every step of the process, from that first call to the post-procedure follow-up, do everything you can do to make your patients feel comfortable, and you’ll reap the benefits on the back end. Check out our founder Michael King’s tips for building patient trust on Page 1 to get a better understanding why this is vital. • ASK FOR THEIR STORIES WHEN THEY’RE MOST EUPHORIC If you want to get a lot of reviews quickly, send an email to your company’s patient alumni and, with humility and gratitude, ask them to share their stories. This tactic works best in the first week after a successful procedure, when your patients are still riding the high of newly improved vision, but, if you’re looking to build
your initial stock of reviews, you can ask much later. One of our clients who tried this strategy got over 75 Facebook reviews within a week. • LEVERAGE SOFTWARE TO GET THE BEST CONVERSION RATE POSSIBLE We can help you maximize your reviews with smart tools like Podium and BirdEye, which automatically manage your reputation online, providing high-tech solutions beyond your individual power. By leveraging positive reviews, these programs can convert more leads for you and encourage your patients to leave positive feedback.
To start earning more five-star raves, call us today at 206-437-0529.
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For the last five years, GetUWired has been integral to our marketing strategy — in fact, our partnership with the Georgia-based internet marketing experts predates our company, extending back to when founder Michael King worked for King LASIK. “Both of our collective approaches are hyper-transparent and very focused on the client,” Michael says. “They’re our closest implementation partner, and we’ve gotten great results with them.” Dobbin Buck, a co-owner of GetUWired, helped develop the LASIK Marketing System, a strategy designed specifically for us. He describes it as a “turnkey method” for LASIK practices, crafted to drive traffic and convert prospective patients. It’s all-inclusive, featuring landing pages, pricing guides, online appointment booking, and education for patients. One of the keys to GetUWired’s success is marketing automation, which uses smart tools like Infusionsoft to tailor the online experience for each customer. “Let’s just say someone has a fear of LASIK or curiosity around pricing. We can understand by the way they’re interacting with our content what’s most important to them; then we can send them content and language more oriented toward their particular interest,” Dobbin explains. “We focus in on the key point that’s going to educate them and drive them toward becoming a LASIK client.” That dedication and attention to detail is part of what makes GetUWired so effective. “I have dedicated team members who only work on the LASIK Marketing System,” Dobbin says. “All day, every day, they’re either working with LASIK customers or in direct communication with Michael.” Dobbin also understands the role of the guide that his team helps LASIK Marketing Agency play (see Page 1) and drew a parallel between that and his experience on the water as an avid fly fisherman. “Companies providing LASIK surgeries are experts at helping people get better vision, not necessarily at marketing or marketing automation,” he says. “As guides, we can get them set up with the tools they need, make the process easy, and show them the benefits of and reasons behind what we do. At the end of the day, it’s similar to fishing. LASIK providers just want to catch a really big trout.” We just help our clients hook new patients instead of flopping fish. 3 206-437-0529 PARTNER SPOTLIGHT: GetUWired Meet the Creators of the LASIK Marketing System
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3620 40th Street Court NW Gig Harbor, WA 98335
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INSIDE THIS ISSUE
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How Star Wars Helped Me Understand My Business Better International Business Card Etiquette How to Get More 5-Star Reviews Partner Spotlight: GetUWired The Pros and Cons of Buying on Fiverr
A FIVERR REVIEW BUYERS BEWARE ON FIVERR
find someone to design a classic business card and create a clever jingle for your company’s radio advertisement. Fiverr has it all. CONS The primary thing to watch for is fake reviews and testimonials, which can lead to unsatisfactory transactions and plenty of headaches. While many sellers offer a money-back satisfaction guarantee, that doesn’t negate the loss of time and effort on your end. The quality of work can vary, too. While many sellers have samples of their work on their profile, it’s not always the quality you receive. Fiverr offers services for as little as $5, depending on the seller, so you really do get what you pay for. Keep in mind that anyone can be a seller on the site. You’re not guaranteed professional service nor the ability to get the product or service you need in a timely manner. So, is it worth the hype? That will depend on how well you discern the seller’s reviews and quality of work promoted on their page. If anything seems off, utilize Fiverr’s resources and reach out to the seller with any questions or concerns before making your hiring decision.
Fiverr is known as the go-to online marketplace for a variety of freelance materials and services. But there’s a big question on many entrepreneurs’ minds: Is it worth the hype? PROS Buying a service from one of the many freelancers on the platform is quick and easy. You can create an account and complete the checkout process with your preferred mode of payment in a matter of minutes. You can also compare prices of different freelancers to ensure you’re getting the most out of every dollar you spend. If you want to find out more about a seller before using them, you can also look up the rating and feedback score of whomever you’re interested in. Additionally, each freelancer’s contact information is provided, so you can ask them questions before making a purchase. Do you have very particular marketing needs? No problem! A variety of sellers on Fiverr provide niche products and services. You can
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