A chiropractor business (a client of mine) thought their clients wanted pain relief.
Makes sense, right? Most people who see chiropractors dream to live pain-free.
But that’s not what their customers NEEDED to hear.
It wasn’t what their customers WANTED to hear.
What did they want to hear?
The surveys told us this: On-time appointments.
That was it! Because customers hate waiting in the lobby for their appointments. Sure, they still want pain relief. But that’s not what they NEEDED to hear first.
As a result, that company changed their messaging on their billboards (On-time appointments!) and their phone greetings (Hello! You have reached the home of on-time appointments…).