One Story Beats a Hundred Adjectives..
Posted on Apr 13, 2012 by MMT |
For many people, our website is the first window into our company. For those who never see the website, it’s the phone call into our dispatch center that creates that first impression. If we drop the ball there, then it makes no difference how great our service is, because most people won’t have the confidence to take the next step to find out. We know, that if we make this process any more difficult for you than it has to be, it leaves you with an uneasy feeling about not just our company, but our industry as a whole.
So what do we do to convey this? There is no shortage of marketing materials available to help a company get their name out there. Our mailbox is overflowing everyday with coupons and advertisements asking us to order printed merchandise and glossy brochures. They list ideas about beating out the competition by showcasing our logo next to words like “the finest, most professional, first of its kind, second to none” to name a few. Sure, it is nice to have something useful to hand out with our company name and phone number to leave with a facility or family for future reference. And perhaps if we were a plumbing company or a landscaping service, we would see the value in leaving behind the biggest coffee mugs or flashy key chains. But we are the company that brings peoples mothers, fathers and grandparents close to them after a life altering event. We are the ones that people call, after experiencing an emotional maze of hospitals, nursing homes, doctors, nurses, social workers…and the overall confusion of the healthcare system as whole. We are the ones that have real people answering the phones, and never make you press a number to wait for a “representative”. We really can’t explain it on a free ball cap, a mouse pad or a refrigerator magnet. And after people use a service like ours, they usually remember it.
Don’t get me wrong, we have some of those flashy key chains. We have a few of those traveling coffee mugs and embroidered bags with our logo on them. They are a little bit dusty, because they have been sitting on shelves for a few years. You see, we have discovered a much better promotional item to show off to prospective as well as current customers. Something that we couldn’t buy from any marketing company and something that not one single competitor can order. It is the stories, and the testimonials from the patients, families and facilities whom we have provided service too. Everything that we post on our website, the stories and the comments, are taken from the original handwritten or typed surveys that are sent out after every patient we transport. And the hard copy originals are as important to us as the company checkbooks or the keys to our vans. We keep every one of them on file. They are proof, from the mouths of our customers, that we did what we said we would do, and usually, exceeded their expectations. Read our stories. We certainly do, over and over again!
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