Would you choose a hospital because its surgical suite features “non-halogen lighting for accurate color rendering”?
I’ve written before about the value of selling benefits instead of features when marketing mediation and other ADR services.
Today I came across a great example of an ad written about features and written from the orientation of a surgeon instead of from the patient. Here’s an excerpt:
These [surgical] suites will offer:
- In excess of 600 square feet; 700+ square feet for robotic and cardiac suites.
- Non-halogen lighting for accurate color rendering.
- Three flat-panel monitors for x-ray images received via electronic PACSA for on-the-spot consultations.
- Individual sound systems and no in-room paging.
Sure, I can extrapolate what some of it might mean for me as the prospective patient, but the point is that I shouldn’t have to. Spell it out for me instead of making me guess. I may not take the time to guess or I may guess wrong.
Why should I care about the sound system in a room where I’m under anesthesia? Why should I care about accurate color rendering at all?
Is all the jargon meant to impress me? I don’t want to be impressed so much as I want to be told why I should care and how the electronic PACSA capability sets them apart from any other hospital that does similar surgeries.
When you talk to prospective mediation clients, or network at business events, or write copy for your print and online marketing materials, do you tell them why they should care? Do you write from where they sit or from the mediator’s (surgeon’s) chair?
Making Mediation Your Day Job by Tammy Lenski is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 United States License. Based on a work at MediatorTech.com.
