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Hi from a cafe in Poole,(Welcome to Found This – a weekly series of actionable start-up and growth insights delivered to your inbox; Founder to Future Founder.)Last week I mentioned that within 10 miles of our locally owned GoodOaks office, we have 138 direct homecare competitors. That’s 138 lots of marketing messages, websites, social media posts, brochures, brand promises, etc etc.When someone starts their search for care options, they are therefore faced with a wall of noise. That noise kills lots of solid businesses.First, potential clients talk to people they trust for guidance (more on that in another Found This mail). If that doesn’t give them the answers they need, they’ll head online or look offline. If you don’t stand out, you won’t get as many leads, and you’ll have to compete more on price, which is a slippery slope.To stand out in this marketplace, you need one thing above all others; clarity.
In the short window of attention you’ve got, are you spelling out in simple terms what utilising your service will mean to your clients? How it will help them survive and thrive despite the challenges they are facing?
Some common mistakes care businesses make in this regard are:
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Talking about themselves, rather than the client and their family.
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Using phrases like ‘person-centred care’ without explaining what that actually means in practice, and why that’s a good thing
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Not offering testimonials and examples that build trust and show what can be done
So, what’s your message? Is it simple, relevant and repeatable? Will your entire team repeat this message in a way that’s compelling?For those who want to develop their own brand and system; a good place to start might be a book called “Building a Story Brand by Donald Miller”. It gives a great framework for building compelling brands.
Or, you can work with a franchise that has already thought about that and gives you the tools to talk about it in your community, without having to reinvent the wheel. Just saying.As always, if you’re interested in starting up in the homecare space, or looking at franchising generally, you can book a quick call with me here: www.calendly.com/benashton/call or simply reply to this email. I respond to every email I get. Best,BenPS: Know someone potentially interested in weekly actionable insights about homecare startup strategy, tactics, and planning? Click here to forward this email to a friend.PPS: If this content isn’t what you need in your life right now, click here if you’d like to unsubscribe from this list.
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