We chuckle when we see the “Texas Hammer” ads, but you know what?

They’ve been working for Jim Adler for a long time.

It’s because (in his own way) he’s identified with his customer’s pain and frustration and promised that he’s going to go and crush the bad guy that wronged them.

Underneath the theatrics, that’s a powerful message.

So, what does that look like in real life for a healthcare provider? Here’s an example of one we just released this week. In this video, we addressed the villain of major knee surgery.



So what about you?

Are you spouting off your credentials (like everyone else) or are you speaking to the conversation that’s happening inside the mind of your customer?