I’m not sure it’s really useful
(And if I did think it’s useful) I don’t know how to start working on one
If you don’t know where you’re going you never know when you get there
Many experts make stuff complicated to justify their fees (does that sound familiar) so:

Define your business aims:
1) Why are you in business?
2) Then ask yourself: “who will want to buy what you offer and why?” (This is what your ‘ideal client’ will look like).
3) Where will you find them?
4) How will you reach them? (through what media? A shop, social media, e-mail, direct marketing, visits,
recall letters, referrals, referrals only, skilled practitioners or unskilled practitioners.
Personally or via handover?
5) How much can you afford to get a sale?
6) What is the value of that customer during the time they stay with you?
7) What will you say? In what tone of voice? Friendly, officious, intellectual, aloof, courteous, incomprehensible?
8) How often will you talk to people? (communicate with them)
9) What do you want them to do-and when should they do it?
10) What incentives, if any, can (or should) you offer?
11) What can you test? How will you measure?
12) Your communication plan is part of your marketing plan
13) Don’t talk about yourself-nobody is interested- but we are conditioned to think people are profoundly
interested in us (unless you are one year old and have just learned to walk).
14) When you communicate edit words like “we” and “our”-use you and your

Plenty of different scenarios and many business owners are afraid to recommend expensive products, because
“my patients can’t afford it”. That rarely stops them from wearing the very best eyewear.
Choosing not to sell expensive products is one thing, choosing not to think about and learn the best way to do it,
is very different.
Download your free guide outlining the best way to approach the challenge

-Explain why it is different and better
-Overcome objections (which is why it’s more expensive)
-People will buy it, so appeal to human emotions
-Remember how many decision makers are involved
-Decisions involving expensive items might take a long time. People don’t usually get up and say: “I’m going to buy
An expensive pair of (sun)glasses today”. So you don’t say: “buy now whilst stocks last”
-The higher the price, the harder the sale: you may have to use email-direct mail-a website or a special landing page
-Expensive products seldom have only one benefit
-Write a letter outlining all the benefits. Missing one out means you are potentially missing a
successful recommendation.
-Overcome all reasonable objections. Ask your colleagues to think about why people won’t buy.
-Present the benefits in a logical sequence
-Remember that different people have different needs and it takes time to discover these
-People tend to remember important/relevant information
-Don’t forget to ask for the order
-Always give your prospective client a chance to say: ‘Thanks, but no thanks’
-People who accept your information are interested in what you have to say. They let you know where they are
in the buying process
-Spend your efforts where they pay off best
This is especially true of ‘lapsed patients’-you have their details and they have left you- Do you KNOW why?
Why should they not return to you?
Finding new clients can be expensive, so why not re-recruit past customers? They know you, bought from you,
entrusted their care to you
The ‘reason why’ copy. Why persist? Well, one day, you, or someone you know will have a problem that you
might be able to solve
Do people wake up every day and say: “I need an optometrist!”? Will they say that after three messages?
Unlikely, but one day, they might think of you
-Most customers are ‘guarded’, (suspicious) so give them a reason why-it’s only natural
-A reason why is a reason to buy. “Closing down sale” or ‘flash sale’ works better than “sale”. It’s called the truth
Headline: The Perfect lens for *******!
-Choose the right words: Give them a reason why, give them a reason to buy. All in a logical sequence
-Give them one major benefit: You and your vision is safer/better with ********