How to Sell Your Services Online to Attract High-End Consumers Without Feeling Sleazy.

Have you ever wondered why certain competitors in your space, who offer the exact same service you offer, are able to attract a much more high-end customer (and by ‘high-end’ I mean financially affluent)?

And what’s more puzzling is that it’s not always because their work is better or they’re more connected. I was thinking about this during a new client meeting recently. The client was interested in redesigning his website and elevating his marketing to attract a more high-end consumer.

What was interesting was the competitor he aspired to be was a previous client of mine and I was the one responsible for that success. Both clients were plastic surgeons, both offered the exact same services, and they both went to the same medical school. Yet one was able to attract a move affluent customer.

Why?

As I pondered over this question I realized there were 3 distinct differences with my previous client’s marketing compared to this prospective client.

    • Value – his marketing wasn’t about what he did, but rather what he can do for you.
    • Visuals – he has visuals throughout his marketing that were aesthetically pleasing.
    • Copy (text) – his copy was conversational. You felt like you were chatting with him over tea or coffee.

 

Provide Value in Your Marketing By Telling Your Ideal Clients or Patients What You Can Do For Them (Not What You Do)

This can be a challenging concept for many people to grasp, but the cold hard truth is this – your customers don’t care what you can do, they want to know what you can do for them.

If that’s a struggle for you, I have an exercise that’ll help you clarify that. It’s called the PSR Model (Problem, Solution, Reward).

ProblemWhat is the problem your customer is facing? Physical or emotional. Real or perceived?

SolutionWhat is the solution your service will provide to fix that problem?

RewardWhat reward will your client or patient receive as a result of the solution. Physical or emotional. Real or perceived.

I’ll give you an example of what my PRS model looks like in my business:

ProblemAesthetic and luxury service providers know they need online marketing but aren’t sure how to do it effectively. Their staff who they put in charge of their marketing typically doesn’t have an educational background in marketing and has very little continuing education in marketing.  

SolutionMy one-on-one marketing services and my online marketing training programs (in development as we speak).

RewardMy clients and tribe are able to consistently attract qualified leads and grow their business because they have a guide to show them how.

Cleary this is quite broad, but everything I publish or broadcast centers around this core model. And the reason this model is so effective is because it’s focused on helping people.

 

Make Your Visuals Pretty

To put it simply, brands who attract financially affluent customers look aesthetically pleasing. They have pretty photos and videos across all of their marketing.

However, the problem for most aesthetic and luxury service providers is they don’t have the time or budget to hire a photographer and videographer to keep up with the voracious appetite of aesthetically pleasing content (especially on social media).

Luxury Real Estate agents are probably the one exception to this rule. They understand that a beautiful photo of a property is what sparks initial interest and finally sells the house.

So, there’s an emerging trend today where more and more visual content is being produced in-house. Of course the issue with this is that 99% of the time, the person in charge of producing your visual content in-house has little to no experience in marketing or photography.

Let me preface by saying I’m not a photographer, but I’ve studied design for years and I know fundamental techniques that can help.

Here are 3 simple techniques that’ll help you elevate your visual content (especially for social media) to a new level of professionalism:

Identify the subject in your photo.

This might be yourself, a product, your place of business, or even a tool you routinely use for your business. The subject is the first element you want to see in your visual hierarchy (more on that in a minute).

Apply the Rule of 3rds.

The rule of 3rds is a simple photography composition technique where you align your subject in the intersecting points of your guidelines. Those guides are 2 horizontal and 2 vertical lines within your composition. The reason this is such an effective technique is because our brains find this region to be aesthetically pleasing to the eyes. It’s as if you’re telling your eyes, pay attention, right here!

Of course, rules are meant to be broken so be creative but don’t be afraid to break this rule when the time applies.

ABOUT MILAN

Hi, my name’s Milan and I’ve helped dozens of aesthetic & luxury service providers maseter online marketing. I’m excited to share with you what I’ve learned along my journey so you can apply the same high-end marketing strategies for your business.

LET’S CONNECT

Example 1
In this photo, your eye is immediately drawn to the doctor’s eye. The intersection of the right line and the top line.

Example 2
In this photo, your eye is immediately drawn to the woman’s stomach. The intersection of the left line and the bottom line.

Example 3
This is an example of the exception to the Rule of 3rds where the subject is placed in the dead center.

Build a visual hierarchy.

Oftentimes you’ll have multiple, competing elements in your visual such as logos, supporting text, call-to-actions, and headlines.

A visual hierarchy is going to tell your viewer what they should look at 1st, 2nd, and 3rd. So there’s a clear path of where they’re eyes should go.

PRO-TIP: Place your most important visual element along one of the intersecting points using the Rule of 3rds. This guarantees the viewer will see that important element first.

You can control which is 1st, 2nd, and 3rd by playing around with color, size, and weight. Here are some examples:

 

Make Your Copy (Text) Conversational

Conversational copy is interesting, copy that’s all about features and selling is not. Conversational copy builds relationships and trust, which is the pre-requisite for a sales conversion.

That’s because people do business with other people and when you feel like you’re talking to a person online (on a website, on social media, or in a video) you feel a connection.

The trick is to use language that your target audience uses. That requires some research and an understanding of your target audience. Pay attention to the question they ask you, how they articulate those questions, their concerns, and how you address them.

PRO-TIP: Don’t talk to the masses, pretend you’re talking to one person in your copy. Use words like, “You” or “You’re” when possible. Versus starting off saying, “most people…”.

This last one is probably one of the most challenging. Even I’m working on getting better. Good copywriting is a skill that’s learned overtime, but it gets easier with practice.

 

CONCLUSION:

Most aesthetic and luxury service providers offer the exact same service and yet some are able to attract high-end consumers while others struggle to do so (when I say high-end I mean financially affluent). In fact, I had a client who was a plastic surgeon looking to elevate his brand and compared his website and social media with a competitor who, ironically, I had worked with in the past.

Furthermore, the prospective client had the same education (went to the same medical school), sold the same services, & was in a similar geographical area, so the question I pondered was why does one have high-end patients, while the other doesn’t.

I realized there were 3 distinct differences with my previous client’s marketing

  • Value – his marketing wasn’t about what he did, but rather what he can do for you.
  • Visuals – he had pretty visuals throughout his marketing.
  • Copy (text) – his copy was conversational. You felt like you were chatting with him over tea or coffee.
2018-08-16T12:46:48+00:00

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