I will pause and let you get over your shock.
I have always been a vigorous brusher; my breath generally smells good and from the looks of my teeth, I figured they were fine. Since I turned 40, I have started to take my health a little more seriously, and as I am making all my children go to the dentist, I figured I better be a good example now. To my delight I have no cavities and my pearly whites are in great shape. However, the technician did have to spend a good amount of time cleaning in between my cuspids (as it was pretty obvious I'm not much of a flosser, like hardly ever). I just try to brush so hard the bristles get in between my teeth. NOT GOOD ENOUGH I am told. I was thinking I can't be worse than average - they must see this all the time, after all studies conducted by the American Dental Association have shown that 51% of Americans fail to floss daily, and 10% never floss at all. While it is true, I had good company in my bad habit, the dental technician shared a fact with me that has never left me. She said that not flossing your teeth is really not ever brushing a third of your mouth, and added, "that's pretty gross, isn't it?" Gulp! Well, I can tell you that that statement alone prompted me to go out and buy myself some floss, and while I still don't floss every day I think about what she said with a twinge of guilt when I don't!
Now, don't you wish that you had something so compelling to tell people about your product or service that would make them believe they needed to make an instant purchase like that?
I have thought about that exchange a lot, as a marketer there is not much that happens in life that I can't observe and apply to what I do. I think that models help people when they are trying things for the first time. I like to think of coming up with compelling content as the "Dentist Test." I ask myself, can I come up with a combination of images, statements, questions and facts that will change the perceived need and purchasing behavior of my client's target market, just like my experience with the dentist did for me?
What about you?
- Have you experienced something behavior changing in your life?
- Can you pinpoint the catalyst?
- Can you re-create that feeling for your potential customers regarding their need for your product, service, or experience they may have if they use them?
- How would images, statements, questions and attention-grabbing facts be put together and then built upon each other to create that?
To delve into this model further, download a chart and series of social media posts that can be made from the above content. Learn about Soft Facts and Hard Facts and how to use them.