The second most common reason people don’t spread word-of-mouth – even after doing all this amazing stuff – is because we forget to ask. We create an incredible product. We deliver amazing service. We absolutely thrill the patient. At this point, ask patients who can refer your brand to others to do a writ-ten or video testimonial. It really is that simple. Just ask. Your happy customers would love to help. Profile of a brand champion One of my brand champions is fitness expert Jay Zuccato. He became a champion of my brand after I treated him for a shoulder injury. I interviewed Jay to get a feel of why and how patients decide to become a brand champion. Anthony Lombardi: Jay, you have embraced my brand of services and have become an ambassador by telling others, especially on social media. In your opinion, what motivates you and others to become brand ambas-sadors of one service but not another? Jay Zuccato: One of the main reasons I am motivated to promote your clinic is because I know from personal experience that the treatment system truly works. By promoting your services, I know that I can help others who are dealing with a nagging sports injury like the one I had for many years. In my case, I had gone to see over ten doctors over a three-year span without any success. You understood my issue and you took the time to per-manently fix my shoulder. Also, you are a very personable and genuine person who truly wants to help his patients. From past experi-ence at other clinics, these characteristics are very hard to find, which is another reason I am extra motivated to tell others about this clinic. I want to promote something that I know will benefit others and I am willing to put my name behind it. AL: When people like yourself voluntarily endorse a brand, why do you feel others might take your advice and use the brand you endorse? JZ: There is a major difference between paid endorse-ments and promotion that comes voluntarily from individ-uals who truly believe in the service. I know a lot of people who have injuries from the gym, so by telling them my positive experience from seeing you, they know that they can also benefit from these services. I believe in endorsing products/services that have helped me and that I know can truly help others. Experience a pension fund approach for individual investors. Sentry Investments – Canadian Income* Portfolio Performance 23.6 5 years % Canaccord Investment Counselling Program 26.1% – 1 YeAr 16% – 3 YeAr 14.9% – 10 YeAr Annualized rate of return since April 30, 2004, 14.9%. *Minimum $100,000 investment. Annual rate of return, net of fees, as of March 31, 2014. Past performance is not indicative of future performance. Contact us to learn more. Michael Magreehan , BBA (Hon), CFP TF: 800.495.8071 [email protected] lmwealth.com A DIVISION OF CANACCORD GENUITY CORP., MEMBER – CANADIAN INVESTOR PROTECTION FUND To us there are no foreign markets. ™ 14-08-19 7:19 AM www.canadianchiropractor.ca Lysnes-MagreehanAd_Fin.indd 1 October 2014 Canadian Chiropractor 23
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