If you ask the conventional marketing "expert" or average business owner if "approval" of a business concept, business idea, product or service is a good start, the likely answer will be "YES!"
While it's certainly not a negative to hear someone "approve" of something being marketed and sold - in terms of dollars and cents, "approval" is not significant.
The reason "approval" isn't significant, is because "approval" doesn't require any investment. I can "approve" of chiropractic care as part of my proactive health portfolio, but that doesn't mean that I am actively invested. Saying something along the lines of "I've heard good things about chiropractic..." doesn't mean anything until that same individual gets up off the couch (moving the needle) and gets under chiropractic care. Right? RIGHT!
With respect to chiropractic, for someone to actually take action in terms of anything that's going to represent a proactive investment in their health, requires something known as
Reasonable Uncertainty.
Reasonable Uncertainty is not a scare tactic.
Reasonable Uncertainty is a method by which you
reason with an individual in such a way that there is no realistic means by which there is pushback.
Let me give you an example - again, specific to chiropractic:
Let's say that I wanted to convince you to take a few minutes each week to make sure that your spine was in proper alignment and your nervous system functioning at its optimum. Sure, you've
heard of chiropractic - and yes, you "approve," but you've not done anything in terms of taking action for the simple reason that you have not been "sold."
If I were a "scar-o-practor" (a chiropractor who makes a point of selling chiropractic - with fear, by suggesting that you may actually die tomorrow at 12:45 PM if you don't do something about your spinal issues), then I would say and do anything to move you to action via any tool in my "fear toolbox."
As an "ethopractor" (a chiropractor who is both credible and ethical, and who
does not use fear as a marketing and selling tool), I would provide you with undeniable
ACTUALS (actuals = truths that are not subjective...like faiths and beliefs) that wouldn't make you say YES - rather, would make you feel foolish for saying NO.
Delivery of
ACTUALS is both a science and an art for the simple reason that individuals who desire to market and sell a product and/or service, typically present evidence that's delivered with both emotion and slant.
Reasonable Uncertainty, and the delivery of
ACTUALS, requires that you eliminate (to the best of your ability) the emotional investment in your subjective truth, and simply present the type of evidence necessary to convince someone to draw the conclusion that
they cannot go without your product or service.
What many "marketing experts" don't understand is that increased slant (subjective truth) applied in terms of making the case for a product or service, leads to increased suspicion and doubt. In other words, evidence has to be as objective as possible. Even the slightest hint of subjectivity is enough to result in a prospective customer, client or patient putting up a defensive wall.
Additionally, the design of the evidence (design = quality, quantity and presentation)
shouldn't be such that the expectation is that the prospective customer, client or patient comes to some profound realization. Rather, the design of the evidence should create a
REASONABLE amount of
UNCERTAINTY specific to
making the decision not to engage the product or service that's on the table.
