WEBVTT 00:00:10.339 --> 00:00:13.039 Welcome to Bite Size Dental Marketing. Today, 00:00:13.300 --> 00:00:17.480 I have the lovely Ian. Ian, you look great. No, 00:00:17.600 --> 00:00:20.679 we're live. You look great. Your hair looks wonderful. 00:00:21.120 --> 00:00:24.379 How's South Africa? It's getting cold here, but 00:00:24.379 --> 00:00:26.480 as I'm watching all the South Africans on the 00:00:26.480 --> 00:00:29.620 screen, they're starting to shed the layers and 00:00:29.620 --> 00:00:42.920 get their jacket off. Our nation goes from doing 00:00:42.920 --> 00:00:46.219 not a lot of work to begin with and then to doing 00:00:46.219 --> 00:00:52.899 less work. I need to tell you how comforting 00:00:52.899 --> 00:00:55.219 that is as a business owner who employs about 00:00:55.219 --> 00:00:57.479 20 South Africans. It's incredibly comforting. 00:00:58.100 --> 00:01:02.179 And every time I hear it, even though I'm like, 00:01:02.299 --> 00:01:06.620 is it 20 % of a joke? Is it 70 % joke? No. Rest 00:01:06.620 --> 00:01:09.140 assured, Eric, you have your flock. You know 00:01:09.140 --> 00:01:12.859 your fluff. Yes, I do. Here lies my problem. 00:01:13.079 --> 00:01:15.079 What do you want to talk about today on this 00:01:15.079 --> 00:01:18.760 Dezimba? It's got a Z. Dezimba. It's got a Z. 00:01:18.859 --> 00:01:21.239 It's got a Z. So what I want to talk about today, 00:01:21.420 --> 00:01:24.859 Eric, ties back to a book that we have been doing 00:01:24.859 --> 00:01:28.120 as our book club that we've been having at the 00:01:28.120 --> 00:01:30.939 agency. Talking about story brand. The story 00:01:30.939 --> 00:01:34.340 brand. Building a story brand. And this has been 00:01:34.340 --> 00:01:37.950 one of my favorite books. And if... Is there 00:01:37.950 --> 00:01:41.049 anybody out there that is just trying to understand? 00:01:41.129 --> 00:01:43.810 I encourage dentists too, but other marketers 00:01:43.810 --> 00:01:46.430 too. If you're just trying to understand some 00:01:46.430 --> 00:01:48.650 of the secret sauce of actually understanding 00:01:48.650 --> 00:01:52.870 customers, consumers, dental patients in this 00:01:52.870 --> 00:01:55.549 point, how they think, and how you should position 00:01:55.549 --> 00:01:59.069 yourself in marketing, this is a great book to 00:01:59.069 --> 00:02:01.670 look at. It's a good one. It even changed my 00:02:01.670 --> 00:02:04.030 perception. I mean, I've been in marketing for 00:02:04.030 --> 00:02:06.969 four and a half, nearly five years now. And reading 00:02:06.969 --> 00:02:10.830 this has even opened my eyes to, well, I haven't 00:02:10.830 --> 00:02:12.289 actually thought about it that way. And today 00:02:12.289 --> 00:02:15.150 I want to dive into that a little bit with you 00:02:15.150 --> 00:02:20.169 on how dentists and dental practices should be 00:02:20.169 --> 00:02:22.490 thinking about their practice and business and 00:02:22.490 --> 00:02:24.469 the message that they are putting out. Before 00:02:24.469 --> 00:02:27.090 we jump in, I have a question. What do you think 00:02:27.090 --> 00:02:29.009 most offices do today? Because I mean, they're 00:02:29.009 --> 00:02:31.439 not thinking about... this book right they're 00:02:31.439 --> 00:02:33.159 not thinking through the journey but are they 00:02:33.159 --> 00:02:37.219 because i would say they're focused on either 00:02:37.219 --> 00:02:40.699 the services they provide or the technology correct 00:02:40.699 --> 00:02:44.319 correct they're telling you how great they are 00:02:44.319 --> 00:02:46.580 which sounds like everyone's doing it so it sounds 00:02:46.580 --> 00:02:49.360 like you should too exactly but it's not that 00:02:49.360 --> 00:02:52.060 we we need to change the way that we're thinking 00:02:52.060 --> 00:02:56.620 because i admit fault here too i was in that 00:02:56.620 --> 00:02:59.770 for very long and now understanding if bring 00:02:59.770 --> 00:03:02.849 marketing back to psychology and what we should 00:03:02.849 --> 00:03:05.349 be doing. It's so obvious, which we'll get into 00:03:05.349 --> 00:03:08.270 in a second. But to answer your question, yes, 00:03:08.330 --> 00:03:11.849 the technology side, a lot of we've been in business 00:03:11.849 --> 00:03:16.330 for this many years or we have the largest. There's 00:03:16.330 --> 00:03:19.430 many smiles. We've seen this many people. We 00:03:19.430 --> 00:03:22.870 have even the continued education. I understand 00:03:22.870 --> 00:03:25.229 that is important. And to dentists, I know you 00:03:25.229 --> 00:03:28.319 need that to become a better dentist. I've never 00:03:28.319 --> 00:03:30.400 seen a patient or heard of a patient that went, 00:03:30.439 --> 00:03:33.800 I was so happy that my dentist had done this 00:03:33.800 --> 00:03:36.479 many continued education courses and therefore 00:03:36.479 --> 00:03:40.199 I chose them. It's good to have under your belt. 00:03:40.819 --> 00:03:45.580 When I'm past the initial barrier of deciding 00:03:45.580 --> 00:03:48.039 if I want you to be my dentist. So all of these 00:03:48.039 --> 00:03:50.340 things are great. I don't want people to confuse 00:03:50.340 --> 00:03:53.759 that with what I'm saying here. To have all of 00:03:53.759 --> 00:03:56.319 those things is still social proof of who you 00:03:56.319 --> 00:03:59.180 are as a business. But when I'm scrolling my 00:03:59.180 --> 00:04:02.199 phone or I'm on my desktop and I'm going through 00:04:02.199 --> 00:04:05.280 trying to decide to which dentist I go to, my 00:04:05.280 --> 00:04:08.159 brain is working a little bit different to how 00:04:08.159 --> 00:04:10.840 I think most people are doing it. And that is 00:04:10.840 --> 00:04:15.439 actually tapping into what are the problems that 00:04:15.439 --> 00:04:18.339 you are solving for this patient and how are 00:04:18.339 --> 00:04:21.680 you differentiating yourself. in helping a patient 00:04:21.680 --> 00:04:24.439 get from point A to point B. It is as simple 00:04:24.439 --> 00:04:26.720 as that. It doesn't sound simple. Okay, we can 00:04:26.720 --> 00:04:28.800 break it down. So how do we think as human beings? 00:04:29.000 --> 00:04:31.480 What do we think with? I mean, we think very 00:04:31.480 --> 00:04:34.360 survival -based, typically, especially when something 00:04:34.360 --> 00:04:38.279 is new. And that means fear, desire. I mean, 00:04:38.300 --> 00:04:40.680 and that goes into a ton of other things. Wanting 00:04:40.680 --> 00:04:43.800 to fit in, having enough money, consumption of 00:04:43.800 --> 00:04:46.879 food, social presence, all of those type of things 00:04:46.879 --> 00:04:50.399 tap into... the hierarchy of what matters to 00:04:50.399 --> 00:04:53.839 us as human beings. And what I've seen again 00:04:53.839 --> 00:04:56.459 and again is when patients actually decide who 00:04:56.459 --> 00:04:58.819 they want to go to, we either think with our 00:04:58.819 --> 00:05:02.040 wallet based on the calls that we have listened 00:05:02.040 --> 00:05:03.720 to where people say, do you take my insurance? 00:05:03.779 --> 00:05:05.620 Do you take my insurance? What plans do you have? 00:05:05.660 --> 00:05:08.060 What options do you have? Or the desire of wanting 00:05:08.060 --> 00:05:10.360 to achieve something. I have a wedding coming 00:05:10.360 --> 00:05:12.980 up. I have a missing tooth or missing teeth and 00:05:12.980 --> 00:05:15.560 I want to eat a steak again. And if you're just 00:05:15.560 --> 00:05:18.040 telling me, We've been in business for 40 years. 00:05:18.180 --> 00:05:20.439 The need that I have that I want you to solve 00:05:20.439 --> 00:05:23.579 is not part of that value proposition that you're 00:05:23.579 --> 00:05:26.420 actually putting forward to me. I do care you've 00:05:26.420 --> 00:05:29.560 been in business, but I care more about me first. 00:05:30.360 --> 00:05:36.139 Exactly. And what this book tells us is, and 00:05:36.139 --> 00:05:39.899 many brands do this, you're sending so many different 00:05:39.899 --> 00:05:43.480 messages at once of who you are that it becomes 00:05:43.480 --> 00:05:46.290 overwhelming. to the patient. It's good that 00:05:46.290 --> 00:05:48.670 you have tons of services. It's good that you 00:05:48.670 --> 00:05:51.009 believe in holistic dentistry and you believe 00:05:51.009 --> 00:05:54.949 in no anxiety dentistry and you believe in... 00:05:54.949 --> 00:05:57.589 Yes, go ahead, Eric. No, I think it's great that 00:05:57.589 --> 00:06:00.829 you have the latest DeTero scanner, but I don't 00:06:00.829 --> 00:06:03.750 care. I think I might care at some point when 00:06:03.750 --> 00:06:07.149 you... Once we decided on a treatment... Now, 00:06:07.149 --> 00:06:10.439 keep in mind, I'm now in your chair. So I'm already 00:06:10.439 --> 00:06:13.100 past the journey. But now I care because I see 00:06:13.100 --> 00:06:16.720 your confidence and competency in your craft. 00:06:16.800 --> 00:06:19.060 And now I see how you're applying newest technology. 00:06:19.680 --> 00:06:22.899 But yeah, I mean, just because you do crowns 00:06:22.899 --> 00:06:25.500 and you have the newest seric and ateroscanner, 00:06:25.620 --> 00:06:28.980 that does nothing for a prospective patient. 00:06:29.810 --> 00:06:32.389 Exactly. Especially if that message is coming 00:06:32.389 --> 00:06:34.290 through with a bunch of other stuff on your homepage. 00:06:34.449 --> 00:06:37.970 Yeah, it's messy. We also have in -house plans. 00:06:38.209 --> 00:06:40.509 We have all of these services. We also have these 00:06:40.509 --> 00:06:43.449 funding options. We also have this special going 00:06:43.449 --> 00:06:47.269 on right now. dentistry from the heart and it's 00:06:47.269 --> 00:06:49.670 for family dentistry but we also do dental implants 00:06:49.670 --> 00:06:54.589 and and we see kids but not too many kids and 00:06:54.589 --> 00:06:57.069 we love to do ortho but not all the ortho yeah 00:06:57.069 --> 00:07:01.250 no it gets really messy like in in our desire 00:07:01.250 --> 00:07:05.589 to push the the paradox is you know not to sum 00:07:05.589 --> 00:07:07.889 things up too early in the episode we're pushing 00:07:07.889 --> 00:07:10.889 so much information that we're putting a cognitive 00:07:10.889 --> 00:07:15.649 load on the consumer to decide if this fits them 00:07:15.649 --> 00:07:21.170 or not. Exactly. And that's tough. And it's about 00:07:21.170 --> 00:07:25.490 figuring out you as a dentist, what is the message 00:07:25.490 --> 00:07:27.949 that I want to put out there? What is one of 00:07:27.949 --> 00:07:31.230 the most important things that I want to communicate 00:07:31.230 --> 00:07:36.730 to a new patient coming to my practice? And what 00:07:36.730 --> 00:07:39.720 I'd seen with... With some of our clients, Dr. 00:07:39.920 --> 00:07:42.439 Kaboudi out in Beverly Hills did this perfectly. 00:07:42.680 --> 00:07:47.639 He said, Ian, I want to be the dentist that people 00:07:47.639 --> 00:07:50.439 understand they don't have to have dental anxiety 00:07:50.439 --> 00:07:53.420 when they come in. Everything is geared on my 00:07:53.420 --> 00:07:55.560 website and on the homepage and how we position 00:07:55.560 --> 00:07:58.819 ourselves as, we'll take care of you. You don't 00:07:58.819 --> 00:08:00.560 have to worry about dental anxiety. We've been 00:08:00.560 --> 00:08:02.800 doing this for many, many patients. Here's a 00:08:02.800 --> 00:08:05.490 bunch of testimonials in understanding. This 00:08:05.490 --> 00:08:07.689 is why we do the type of dentistry we do and 00:08:07.689 --> 00:08:10.149 why we have a passion for helping people that 00:08:10.149 --> 00:08:13.129 have dental anxiety. The message is super, super 00:08:13.129 --> 00:08:16.129 clear. But on the other side of the coin, you 00:08:16.129 --> 00:08:18.970 see some of the offices that are, they also want 00:08:18.970 --> 00:08:21.550 to push that, but then they also want to promote 00:08:21.550 --> 00:08:23.449 all of these type of treatments. And they also 00:08:23.449 --> 00:08:25.290 want to make sure that the in -house plan is 00:08:25.290 --> 00:08:27.689 happening. They also want to make sure. And again, 00:08:27.769 --> 00:08:29.750 those things are great once you have a patient 00:08:29.750 --> 00:08:32.509 through the door, but initially we need to think 00:08:32.509 --> 00:08:36.029 about it differently. So step one, Make sure 00:08:36.029 --> 00:08:38.529 that the messaging you want to put out there 00:08:38.529 --> 00:08:41.889 is clear and that it's focused on one, maybe 00:08:41.889 --> 00:08:44.549 two goals that you would like to position yourself 00:08:44.549 --> 00:08:46.870 in within the public sphere. The second point 00:08:46.870 --> 00:08:50.370 that I get into here is then you need to have 00:08:50.370 --> 00:08:54.129 a clear mission statement or clear verbiage or 00:08:54.129 --> 00:08:57.370 clear communication on how you are addressing 00:08:57.370 --> 00:09:01.159 the problems that people are having. within that 00:09:01.159 --> 00:09:04.080 category that you selected so for instance don't 00:09:04.080 --> 00:09:07.460 tell me that dental implants and replacing missing 00:09:07.460 --> 00:09:09.779 teeth and all of that like we do that we've been 00:09:09.779 --> 00:09:11.659 doing it for so long we have the best placement 00:09:11.659 --> 00:09:14.240 and all of that how about hey eric would you 00:09:14.240 --> 00:09:16.919 like to eat a steak again you said serving my 00:09:16.919 --> 00:09:19.159 need right would you like to smile again you 00:09:19.159 --> 00:09:21.480 know would you would you like to be proud of 00:09:21.480 --> 00:09:24.360 your smile i think that's such a great line you 00:09:24.360 --> 00:09:29.820 likely have some amount of shame around not smiling 00:09:29.820 --> 00:09:32.320 or you know covering your smile things like that 00:09:32.320 --> 00:09:35.299 and yeah it's it's a more powerful message when 00:09:35.299 --> 00:09:38.679 you break it down then you know we do crowns 00:09:38.679 --> 00:09:41.299 hello and make making it about the patient that's 00:09:41.299 --> 00:09:43.580 another thing that the book really gets into 00:09:43.580 --> 00:09:46.240 is what we usually do and the examples we've 00:09:46.240 --> 00:09:49.220 used are we try and make ourselves the hero so 00:09:49.220 --> 00:09:52.220 the business is trying to say how amazing they 00:09:52.220 --> 00:09:55.139 are and i mean if you look at video games if 00:09:55.139 --> 00:09:59.169 you look at the movie we like the the main character 00:09:59.169 --> 00:10:01.110 or the game, the person you're playing, because 00:10:01.110 --> 00:10:03.830 you are the hero in that story. You are living 00:10:03.830 --> 00:10:05.669 through the eyes of that hero. And that's why 00:10:05.669 --> 00:10:08.610 we love to watch the stories and to play. We 00:10:08.610 --> 00:10:11.490 project ourselves onto these people and onto 00:10:11.490 --> 00:10:13.389 these characters. Do you like to be the hero 00:10:13.389 --> 00:10:16.629 when you're saving an office? In my own story. 00:10:16.950 --> 00:10:20.909 And what businesses tend to do or dental practices 00:10:20.909 --> 00:10:24.730 in this case is they try and make them the hero 00:10:24.730 --> 00:10:27.289 of the story instead of thinking about... What 00:10:27.289 --> 00:10:30.309 do I need to do to position this patient as the 00:10:30.309 --> 00:10:32.389 hero so that they feel empowered when they come 00:10:32.389 --> 00:10:34.990 to this practice? And that, again, is something 00:10:34.990 --> 00:10:36.970 that needs to flow in the verbiage that you have 00:10:36.970 --> 00:10:39.590 from your website to your social media to the 00:10:39.590 --> 00:10:41.789 way that you're interacting with new patients 00:10:41.789 --> 00:10:44.090 when consultations come. How do you start? How 00:10:44.090 --> 00:10:47.570 do you go from, that's great, Ian, but, you know, 00:10:47.590 --> 00:10:50.570 two companies ago built my website. Someone's 00:10:50.570 --> 00:10:53.549 posting. social media for me. How do you go from 00:10:53.549 --> 00:10:56.289 where most practices are today to honing in this 00:10:56.289 --> 00:10:59.149 very well crafted message? So to answer your 00:10:59.149 --> 00:11:02.250 first question, where I would start is looking 00:11:02.250 --> 00:11:05.250 at what I currently have and seeing how often 00:11:05.250 --> 00:11:08.169 am I just talking about my own business and how 00:11:08.169 --> 00:11:10.669 often am I actually speaking to the needs and 00:11:10.669 --> 00:11:12.929 the solutions of what my patients will require 00:11:12.929 --> 00:11:16.600 and making them the hero in the story. So, and 00:11:16.600 --> 00:11:19.139 I mean, we did this exercise as an agency, going 00:11:19.139 --> 00:11:21.620 through a website and seeing, okay, here we're 00:11:21.620 --> 00:11:23.519 talking about the practice. Here we're talking 00:11:23.519 --> 00:11:24.720 about the practice. Here we're talking about 00:11:24.720 --> 00:11:26.960 the practice. Okay, this entire page is just 00:11:26.960 --> 00:11:29.460 saying things about, this is why you should come 00:11:29.460 --> 00:11:31.179 to us. This is why you should trust us. This 00:11:31.179 --> 00:11:33.519 is why we have the best technology. This is why 00:11:33.519 --> 00:11:36.179 we have this. And then figuring out, well, how 00:11:36.179 --> 00:11:38.379 can I make this more about my patients? So at 00:11:38.379 --> 00:11:40.559 a bare minimum, I would start with the website 00:11:40.559 --> 00:11:42.759 because I think that's kind of your home base. 00:11:43.419 --> 00:11:47.279 of what the rest of your marketing material will 00:11:47.279 --> 00:11:51.940 reflect or bleed into. So it's not an easy task. 00:11:52.000 --> 00:11:53.820 So that's what I'm saying. At the bare minimum, 00:11:53.960 --> 00:11:56.000 just look and try and figure out, hey, okay, 00:11:56.100 --> 00:11:57.799 so Ian said that I need to stop just talking 00:11:57.799 --> 00:12:01.200 about the practice and look at how are we actually 00:12:01.200 --> 00:12:03.220 addressing the needs, the fears, the desires, 00:12:03.419 --> 00:12:05.679 the real solutions that patients want. It will 00:12:05.679 --> 00:12:08.220 stand out to you very quickly. It sounds like 00:12:08.220 --> 00:12:10.480 a difficult exercise, but once you know this 00:12:10.480 --> 00:12:13.740 detail and this way of thinking, Any business 00:12:13.740 --> 00:12:16.019 you look at now, you can immediately judge and 00:12:16.019 --> 00:12:19.139 gauge whether or not they wrote that with the 00:12:19.139 --> 00:12:21.860 customer in mind or the patient in mind, or if 00:12:21.860 --> 00:12:23.500 they wrote it because they're just talking about 00:12:23.500 --> 00:12:25.799 themselves. Who's out there doing it right in 00:12:25.799 --> 00:12:27.700 our space? Like when you look at their site, 00:12:27.879 --> 00:12:31.600 who's got it honed in? So Cook Street Village 00:12:31.600 --> 00:12:34.960 Dental, Dr. David Thode, he actually recently 00:12:34.960 --> 00:12:39.100 welcomed his first child to the world. Congratulations, 00:12:39.399 --> 00:12:41.440 doctor. He's the kind of dentist that I feel 00:12:41.440 --> 00:12:44.360 from the start. He had his message thrown in 00:12:44.360 --> 00:12:47.240 and when he had joined us, he's like, this is 00:12:47.240 --> 00:12:49.419 how I want to be seen. And this is what's important 00:12:49.419 --> 00:12:52.960 to me. And when I think of the brand he has, 00:12:53.080 --> 00:12:56.019 he always said that the worse someone's mouth 00:12:56.019 --> 00:12:59.840 is, the more welcome there are in his office. 00:12:59.860 --> 00:13:02.200 Like he wants to be the place where if every 00:13:02.200 --> 00:13:05.399 dentist has said, that's too much or this is 00:13:05.399 --> 00:13:07.419 too complex. He's the guy that wants to say, 00:13:07.500 --> 00:13:10.360 please, I welcome you. Come on in. And what a 00:13:10.360 --> 00:13:12.419 lot of people have when they're at that point 00:13:12.419 --> 00:13:16.860 is severe trauma, probably in some shape or form 00:13:16.860 --> 00:13:20.919 of thinking about themselves, being embarrassed 00:13:20.919 --> 00:13:23.080 about their smile, being embarrassed to smile 00:13:23.080 --> 00:13:26.259 in front of other people. And what he said is, 00:13:26.279 --> 00:13:28.200 I want to make sure people know this is a judgment 00:13:28.200 --> 00:13:30.720 -free zone, that you don't have to have dental 00:13:30.720 --> 00:13:32.960 anxiety and you can make sure this is a safe 00:13:32.960 --> 00:13:35.700 space. And if you pull up his website, I'll... 00:13:36.559 --> 00:13:38.820 cookstreetvillagedental .com is the website for 00:13:38.820 --> 00:13:40.639 those that want to have a look. Yeah. Out of 00:13:40.639 --> 00:13:43.860 the gate, a judgment -free zone. Exactly. Yeah. 00:13:43.899 --> 00:13:47.139 Exactly. A safe space for all of your dental 00:13:47.139 --> 00:13:50.000 needs. Then there's a video that shows you the 00:13:50.000 --> 00:13:52.139 new patient experience and what you can expect. 00:13:52.279 --> 00:13:54.799 You meet the dentists. And the next one is, how 00:13:54.799 --> 00:13:57.240 can we help you? Are you embarrassed of your 00:13:57.240 --> 00:14:01.080 smile? Do you have missing or broken teeth? Are 00:14:01.080 --> 00:14:03.909 you afraid of going to the dentist? Even his 00:14:03.909 --> 00:14:06.509 services, when you drop down from the main menu, 00:14:06.710 --> 00:14:09.269 I need my teeth cleaned. I need to repair my 00:14:09.269 --> 00:14:11.950 teeth. I need to replace missing teeth. I want 00:14:11.950 --> 00:14:14.289 to perfect my smile. I want to straighten my 00:14:14.289 --> 00:14:18.169 smile. So immediately the approach of this website 00:14:18.169 --> 00:14:21.669 is everything about, hey, Eric, what do you want? 00:14:21.929 --> 00:14:24.629 What do you need? And here's how we can help 00:14:24.629 --> 00:14:27.070 you get that. When I think of who does it, well, 00:14:27.190 --> 00:14:31.350 I like the one you mentioned there. I also like. 00:14:31.679 --> 00:14:34.039 Dr. Brittany Dickinson out of Lakeview, Chicago. 00:14:34.279 --> 00:14:38.000 She has a company, Sugar Fix, and when you land 00:14:38.000 --> 00:14:42.419 on her site, it says, what makes you smile, right? 00:14:42.559 --> 00:14:46.460 And then it leads to her Discover Bespoke Restorative 00:14:46.460 --> 00:14:49.419 Dentistry. Now, that sounds highbrow, right? 00:14:49.600 --> 00:14:52.220 Because that's what she's doing. I mean, and 00:14:52.220 --> 00:14:54.840 then it jumps you. Dr. Dickinson loves designing 00:14:54.840 --> 00:14:58.340 smiles. And yeah, she does cleanings, and yeah, 00:14:58.399 --> 00:15:01.350 she does. ortho and all this other stuff but 00:15:01.350 --> 00:15:05.250 but she's narrowed her message down to solving 00:15:05.250 --> 00:15:08.909 this very specific problem that her potential 00:15:08.909 --> 00:15:11.350 consumer has and i like that she's on that end 00:15:11.350 --> 00:15:13.970 very nicely i think that's another one to to 00:15:13.970 --> 00:15:16.049 look at if someone who's now she's not going 00:15:16.049 --> 00:15:19.370 to be for everyone and but that to me is the 00:15:19.370 --> 00:15:24.230 fear that we have to get past as marketers and 00:15:24.230 --> 00:15:27.470 as business owners is by part of the reason we 00:15:27.470 --> 00:15:30.289 push out, I do crowns and I do implants and I 00:15:30.289 --> 00:15:34.149 love to do Invisalign. I've been in business 00:15:34.149 --> 00:15:37.649 at this. We're trying to widen the net to make 00:15:37.649 --> 00:15:41.029 us more appealing to everyone. For years and 00:15:41.029 --> 00:15:43.149 years, your parents taught you, trying to please 00:15:43.149 --> 00:15:45.309 everyone, you're going to please no one. It's 00:15:45.309 --> 00:15:51.590 a paradoxical marketing problem in that The narrower 00:15:51.590 --> 00:15:56.210 we focus our message, the broader the appeal 00:15:56.210 --> 00:15:59.210 because we begin to look very put together. We 00:15:59.210 --> 00:16:02.129 know our audience and we become easier to relate 00:16:02.129 --> 00:16:05.490 to. And it simplifies the conversations we start 00:16:05.490 --> 00:16:08.149 having with offices or, you know, with prospective 00:16:08.149 --> 00:16:13.029 patients. That to me is... The fear part that 00:16:13.029 --> 00:16:16.049 we have to get over as marketers is, I want to 00:16:16.049 --> 00:16:18.470 put all that somewhere on your site. It should 00:16:18.470 --> 00:16:21.450 not be on your homepage. And niching down, there's 00:16:21.450 --> 00:16:25.450 no problem with that. Because I think the conversion 00:16:25.450 --> 00:16:27.950 rate, exactly to what you said now, if you start 00:16:27.950 --> 00:16:30.230 to narrow in and you have a clear message, your 00:16:30.230 --> 00:16:33.570 potential of conversion is also going up. Because, 00:16:33.649 --> 00:16:36.590 for instance, I know Eric loves well -designed 00:16:36.590 --> 00:16:41.039 leather boots. He loves a pair of boots. If Eric 00:16:41.039 --> 00:16:43.159 goes to a site, and I'll do this exercise with 00:16:43.159 --> 00:16:46.519 you, they have these boots, they have women's, 00:16:46.519 --> 00:16:50.700 men's, indoor, outdoor, this, the widest selection 00:16:50.700 --> 00:16:54.419 that you've ever seen, or a company that says, 00:16:54.519 --> 00:16:58.639 we have a premium crafted boot that is customly 00:16:58.639 --> 00:17:03.120 fitted to your shoe size and is delivered in 00:17:03.120 --> 00:17:05.680 this way and whatever for the man that likes 00:17:05.680 --> 00:17:08.000 the outdoors. In which example does Eric go? 00:17:08.380 --> 00:17:10.720 this is the brand for me or no, I'm just going 00:17:10.720 --> 00:17:13.920 to go with try and find something. For sure. 00:17:13.980 --> 00:17:16.460 Because I assume I can order whatever leather 00:17:16.460 --> 00:17:19.720 I would want made or whatever. Well, so sure. 00:17:20.299 --> 00:17:23.819 No question. Another client for me that I think 00:17:23.819 --> 00:17:26.480 did this really, really well is funny enough. 00:17:26.500 --> 00:17:32.839 Also up in Canada, Calgary is Reflections Dental 00:17:32.839 --> 00:17:37.819 Group, Dr. Ashish Mehta. His whole approach is 00:17:37.819 --> 00:17:40.980 I'm a boutique dental practice. I'm not everyone's 00:17:40.980 --> 00:17:43.759 dentist, but I could be yours. I could be the 00:17:43.759 --> 00:17:46.039 right one for you. And if you open up his website, 00:17:46.240 --> 00:17:49.660 it's reflectionsdentalgroup .com. It starts off 00:17:49.660 --> 00:17:52.400 with one patient, one chair, exceptional care. 00:17:52.519 --> 00:17:58.079 And immediately that boutique, small, non -conveyable 00:17:58.079 --> 00:18:01.039 dentistry style. And as you scroll through the 00:18:01.039 --> 00:18:03.690 homepage, you will similarly see that. We're 00:18:03.690 --> 00:18:05.890 dedicated to your smile. Here's what other people 00:18:05.890 --> 00:18:07.609 are saying. Here's the way that we do. Here's 00:18:07.609 --> 00:18:09.349 the three steps in which we're going to help 00:18:09.349 --> 00:18:11.769 you and the time we're going to take to see you. 00:18:12.029 --> 00:18:15.630 The messaging here is you're not just going to 00:18:15.630 --> 00:18:19.670 be another patient on a conveyor belt. We're 00:18:19.670 --> 00:18:22.089 going to take the time to actually get to know 00:18:22.089 --> 00:18:24.750 you. You're not going to be rushed. You might 00:18:24.750 --> 00:18:27.490 pay a bit more, but it's going to be worth the 00:18:27.490 --> 00:18:29.150 experience that you're going to have compared 00:18:29.150 --> 00:18:33.599 to the DSO down the road. That is from the start 00:18:33.599 --> 00:18:35.339 something he wanted to achieve. And at the end 00:18:35.339 --> 00:18:37.619 of the day, I think he did that really well in 00:18:37.619 --> 00:18:39.700 what he put out. Well, Ian, I mean, we've covered 00:18:39.700 --> 00:18:42.740 what we're looking for. We've covered some ideas 00:18:42.740 --> 00:18:44.519 of how to get there starting with your site and 00:18:44.519 --> 00:18:46.160 a couple of examples. I mean, I think that's 00:18:46.160 --> 00:18:48.059 a good, might be a good place to wrap it up and 00:18:48.059 --> 00:18:50.740 get back to December. Can I summarize briefly? 00:18:51.000 --> 00:18:53.980 I would love to summarize briefly. Please. As 00:18:53.980 --> 00:18:57.559 you know, I love to do. Briefly or summarizing? 00:18:57.599 --> 00:19:00.140 Can those two things be said in the same sentence 00:19:00.140 --> 00:19:05.220 with me? Maybe not by us. So number one is stop 00:19:05.220 --> 00:19:08.140 telling multiple stories at once and find what 00:19:08.140 --> 00:19:10.319 your story is. What is important to you as a 00:19:10.319 --> 00:19:12.839 dentist and your dental practice? Don't be scared 00:19:12.839 --> 00:19:15.299 to niche down and focus on what truly matters 00:19:15.299 --> 00:19:18.099 to you in the production of your practice and 00:19:18.099 --> 00:19:21.740 how you want to be seen. Your brand. Find that 00:19:21.740 --> 00:19:25.220 message. Number two. Stop talking about yourself 00:19:25.220 --> 00:19:28.880 all the time. Figure out what actually matters 00:19:28.880 --> 00:19:31.559 to a potential new patient and make sure that 00:19:31.559 --> 00:19:33.759 the messaging on your website is representing 00:19:33.759 --> 00:19:36.680 that. Not in a way that's constantly saying how 00:19:36.680 --> 00:19:39.259 great you are and the practice is, but the actual 00:19:39.259 --> 00:19:42.059 problems that you're going to solve for the patient, 00:19:42.200 --> 00:19:46.359 whether that be medical or financial. Help them 00:19:46.359 --> 00:19:49.299 choose you through the value that you're going 00:19:49.299 --> 00:19:51.819 to give them. Not because you tell them to choose. 00:19:51.940 --> 00:19:54.700 And then the final thing is to be the guide in 00:19:54.700 --> 00:19:56.720 the story that you're trying to tell. Don't try 00:19:56.720 --> 00:19:59.559 and be the hero. Be the guide and help them through 00:19:59.559 --> 00:20:02.099 the social proof that you put out there to the, 00:20:02.099 --> 00:20:03.920 I mean, the reviews that you're getting into 00:20:03.920 --> 00:20:05.500 the office, the messaging that you're putting 00:20:05.500 --> 00:20:09.420 out to the videos and the pictures. Be the guide 00:20:09.420 --> 00:20:11.759 to them so that they are the hero in their story. 00:20:11.799 --> 00:20:14.480 And then tell that story once you've gotten the 00:20:14.480 --> 00:20:17.559 messaging done. That is your bite. Have you stopped 00:20:17.559 --> 00:20:20.339 it? Have you stopped it? No. That's your bite. 00:20:20.380 --> 00:20:22.119 That was your bite of diddle barking.