let there be home care leads part 2 of 4 define your message, your call to action, your unique...
TRANSCRIPT
Let There Be
Leads!The Ultimate Guide to Marketing Your Home Care Business
Part 2 of 4
Valerie VanBooven RN BSN and George Novoson,
Co-Owners, LTC Expert PublicationsCopyright 2015
Agenda
Defining Your Message,
Your Call to Action,
Your Unique Selling Proposition
About the Book
● Amazon.com
● Electronic Only
● All Devices
● Release Date March 7, 2015
● Private FB Group
● Private LinkedIn Group
What is a Unique Selling Proposition?
Take a look at any local home care agency’s website. Look at
all of the national franchise sites. What do you see?
A lot of similar messages
A lot of similar statistics.
What is a Unique Selling Proposition?
The USP is widely misunderstood and can be defined in 3 parts, summarized here:
1. Each advertisement must make a proposition to the consumer—not just words, product puffery, or
show-window advertising. Each advertisement must say to each reader: "Choose this service, for
this specific benefit."
2. The proposition must be one the competition cannot or does not offer. It must be unique—either in the
brand or in a claim the rest of that particular advertising area does not make.
3. The proposition must be strong enough to move the masses, i.e., attract new customers as well as
potential customers.
What is a Unique Selling Proposition?
TOMS Shoes are quirky, comfy, light and inexpensive. That alone maybe isn’t enough to make a company stand
out in the shoe business. The most unique and compelling part of the TOMS Shoes story is that they give a new
pair of shoes to a child in need for every pair you purchase.
Who else cares that much?
What is a Unique Selling Proposition?
Some good current examples of products with a clear USP are:
● Head & Shoulders: "You get rid of dandruff"
Unique propositions that were pioneers when introduced include:
● Anacin "Fast, fast, incredibly fast relief." In 1952, Rosser Reeves created a TV commercial that capitalized on Anacin's "special
ingredient," caffeine, by suggesting limitations of other aspirin and repeating, three times, the differentiation proposition: fast.[4]
● Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less—or it's free."
● FedEx: "When your package absolutely, positively has to get there overnight."
● M&M's: "Melts in your mouth, not in your hand."
● Metropolitan Life: "Get Met. It Pays."
● Southwest Airlines: "We are the low-fare airline."[5]
What is a Unique Selling Proposition?
Example 1:
“Local, loving in-home care. We help maintain independence and quality of
life.
Senior Care | Respite Care | Advance Care Needs
XXX XXX caregivers travel to clients’ homes to provide care services and living
assistance, allowing seniors and disabled individuals to live comfortably and
independently.”
What is a Unique Selling Proposition?
Example 2:
“Keeping the Heart at Home. When a xxx xxx caregiver
arrives, you’re doing more than ensuring premium care for
your loved one – you’re gaining peace-of-mind in knowing
everything is under your control. And, getting the in-home
care you need can be surprisingly affordable.”
What is a Unique Selling Proposition?
Example 3:
“If you’re like most people, you’re looking for the best care available for
yourself and your family. As your loved ones experience the physical and
emotional effects of aging such as memory-related disorders (dementia and
Alzheimer’s), illness or injury, you’re seeking reassurance that their safety,
comfort, dignity and well-being will be protected as they continue to live
independently in their homes. xxx xxx opens the door to peace of mind by
providing the high quality care your loved ones deserve. “
What is a Unique Selling Proposition?
Example 4:
“Life At Home Is The Key To Independence.
XXX XXX Home Care is dedicated to delivering compassionate non-medical and skilled care to
clients at home by trained and dedicated staff who continuously strive for excellence. We provide
personalized home care and related home support services to individuals, regardless of age. The
services we offer span from pediatric to geriatric care and from minimal needs for socialization,
transportation and homemaker services to the more personal needs of grooming, bathing and other
assistance with activities of daily living, to the highly complex technology dependent care requiring
significant skilled intervention.”
What is a Unique Selling Proposition?
Example 5:
“Taking Care of the Greatest Generation…Yours
When you’re faced with needing care or giving care, a little help can go a long way. XXX XXX provides
one-on-one compassionate in home care services to:
● seniors
● new & expectant mothers
● working parents
● individuals in need of continuing and recuperative home care
From a few hours a week to around the clock home care, we’re here to help!”
How Can Your Message Give You the Edge?
Specialize?
Give Back?
If You Specialize….
Here are some examples of specialized services: What’s Your Speciality??
1. Alzheimer’s / Dementia trained staff (really trained, not just “assuming” they’re good at it)
2. Veterans Care via “VA Aid and Attendance Pension” benefit. This may be a low margin business, but
helping veterans get qualified for this type of assistance can increase your bottom line. Mobility Issues like
Parkinson’s Disease, ALS, MS etc.
3. Hospital to Home Transitions
4. Reducing Hospital Readmission Rates
5. Live-In Caregivers
6. Pediatric Home Care Services
7. New Mom Care
8. Post-Stroke Care
Your USP Creates Your Message
Messages That Sound Nice, But are the Same as Everyone Else
(a.k.a platitudes)
1. Quality Care (as opposed to bad quality???)
2. Specialized Care (without defining what that means and backing it up)
3. We treat clients like family. (Yuk)
4. Dependable, Reliable Caregivers (as opposed to unreliable caregivers?)
5. Family Owned and Operated. (Most are…)
6. We provide peace-of-mind.
7. Compassionate Care
Home Care Examples
Home Care Examples
About the Book
● Amazon.com
● Electronic Only
● All Devices
● Release Date March 7, 2015
● Private FB Group
● Private LinkedIn Group
Next Webinar
Defining Online vs Offline Marketing
● Online Marketing Defined
● Offline Marketing Defined
● Where the Two Meet
● Online Marketing- Strategy, Consistency, Commitment
● Website Development in 2015 and Beyond
● The Problem Solver
● The Authority
● Content Content Content
● Social Media Strategies
● E-Newsletter: Elder Care vs Buying Cars
● Search Engine Optimization
● BE EVERYWHERE
Q/A
Questions and Answers?
Contact Us:
www.LTCSocialMark.com
888-404-1513