G2G: People are Irrational

GUIDE 2 GROWTH

Hi Friend, 

Another big week for Louis and I!

So many lessons learnt and milestones getting met which is truly exciting as young business owners. 

As our mission at Aged Care Marketing Australia is to bring awareness to the inherent disadvantages that older Australians face due to their geographical location when receiving health care we wanted to share some statistics to showcase the NEED for continued reform. 

These statistics are a clear call to action.

During my firsthand experience in the aged care industry in regional Victoria, I witnessed numerous instances where clients had to spend significant amounts of their Home Care Package funding on travel expenses for life-saving treatments, often requiring round trips of over five hours.

Additionally, the wait times to see doctors could exceed a month, with similar delays for dental appointments.

While telehealth appointments are available, there is a noticeable lack of digital literacy programs to help clients navigate these services. Moreover, in some areas, the lack of reliable internet service leaves residents disconnected and vulnerable.

With the latest Aged Care Task Force Report stating this is a priority to address, we are hopeful for the future of health care in these areas. As it shouldn’t and never should be a disadvantage to live in rural and regional Australia.

3 AGED CARE MARKETING TIPS OF THE WEEK: 

ONE: 

To acquire clients effectively you need to know what your prospects gap is.

First, find out what they’re frustrated or unsatisfied with. Then find out what they want to achieve. What outcome are they looking for? Finally, what is holding them back from achieving that? Find the GAP!

The gap could be a lack of resources, expertise or time. It could be a fear of change or a lack of understanding about available solutions.

Your Job? To be the bridge. To offer a solution that transports them from their current state to their desired state. You’re the guide, the facilitator, the problem-solver. 

For example: a client is currently with a provider that isn’t giving them the care they need. They want to switch providers but don’t know how to. The bridge? You provide free information sessions for people in the community to help educate and guide them to the path of switching providers. You could also showcase on your website or socials the path to do so. 

TWO:

Types of content you should be posting on social media: 

1. Engaging posts: Ask your community questions. Set up polls. Do a quick Q&A session. All of these are great for your engagement. 

2. Inspirational posts: Quotes, before and after pictures, success stories… these are easy to consume (top of the funnel stuff) that people naturally engage with, especially on Instagram 

3. Educational posts: Share tricks and tips in aged care or maybe a tutorial on how to access my aged care. You get to position yourself as an expert and your audience gets to learn something new. It’s a win-win.

THREE:

People are not rational

A large part of our decision-making is overshadowed by our emotions and gut feelings…

That’s why we rationalise after the fact 

For example, someone who buys a Ferrari… They’re not just buying a car for transportation to get from point a to point b. They’re buying into the status, the exclusivity, the “I’ve made it” feeling that comes with it. They like the feeling of having the best.

On the flip side, why does someone choose a volve? People buy Volvo for its safety and reliability which makes them feel rational and responsible. They want to be comfortable and not look like they’re having a midlife crisis. 

So, whats the takeaway? Start selling the outcome and the feelings that come with your offer. Speak to your clients desires, their aspirations and their emotions. 

Snapped: Louis and our Esteemed Employee Poppy at the Essendon Office

THINGS I HAVE LEARNT THIS WEEK

1. 
   

The longer we are in business we realise that our favourite types of people are those who can communicate well. 

When working with clients those who respond quickly and professionally allow for the following:

1. Work to get completed quicker

2. Comprehensive understanding of their needs/ wants/ expectations 

3. Create a strong relationship with them based on respect 

When there is poor communication: 

1. Confusion on expectations, deadlines, and scope of work 

2. Time delays in completing a task 

3. Lack of foundational relationship to complete the task in a streamlined manner

Moral of the story: Being an absolute gun on the emails/ phone calls will ensure that you get QUICKER and BETTER results. 

1. 
   

We attended a football game this weekend, and every five minutes, there were ads for McDonald’s McNuggets at $10.00 playing throughout the game.

So what did we do after the game? Naturally, we got some nuggets.

What does this tell us? Placing brand awareness in strategic locations is crucial. People often crave affordable, tasty food after sports events, and who was at the front of our minds due to effective advertising? McDonald’s. Simply genius.

This sparks a thought! Where are your potential clients hanging out? Doctors’ receptions? Supermarkets? The local pokies after Thursday’s pension day?

It’s time to get creative and consider leveraging digital billboard advertising in these spots to keep your business top of mind!

BUSINESS ADVICE I FOUND USEFUL

“Cynicism as Michael espouses it is 1000% a guarded response.

You're setting yourself up against disappointment.

The worst, most obnoxious, cynics are pretty much always heartbroken by their own experiences and terrified to hope.

It's more comfortable to get fatalistic and call it pragmatism.

The cope is framing hope as pathetic and embarrassing and optimism as delusion (which is a projection on their end).

It’s “sour grapes" at an existential level.

If everything sucks, and everyone is horrible, and reality is disappointing and you know that for a fact, it's the people acting like things can be better that are dumb/delusional/the problem.” 

I’ve realised that this culture of cynicism and pessimism is one of the things I’m trying to rail against most. From starting a business to going out on a limb for countless things throughout is where I have found the most reward. 

I want a community that sees the good in the world, who are agents of change for themselves and for everyone around them, who take control, who face down huge challenges with a grin on their faces because there’s a chance they might win.

This is my energy for 2024.

To fail sucks, but to never have tried and failed indivertibly by not trying is something I would much rather avoid. 

Not blind optimism but blue-sky self-belief.

I back myself, and so should you.

I don’t think that pessimism is cool or fun to be around.

And even if I’m wrong, let’s say that the challenges we face are insurmountable and we are individually or collectively frolicking toward an inescapable apocalypse, I am not spending my final moments with some buzzkill mood hoover telling me how they knew this would happen all along.

Anyway, that's all from me this week.

Snapped: Carlton VS Geelong Game

Appreciate you always,

Olivia 

PS We are going to see Collingwood (my team) VS Carlton (Louis’s team) tomorrow - I’m hoping to walk out of the MCG very smug 

PPS this email was made with love, not AI. <3 

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