WEBVTT 00:00:00.000 --> 00:00:02.779 Welcome to By Size Dental Marketing. Today I 00:00:02.779 --> 00:00:04.940 have Fred Joyal. If you don't know who Fred is, 00:00:05.019 --> 00:00:06.519 you're not paying attention in dental, that's 00:00:06.519 --> 00:00:09.919 for sure. 1 -800 -DENTIST, to the power of boldness, 00:00:10.039 --> 00:00:11.759 to everything is marketing. I mean, like, gosh, 00:00:11.779 --> 00:00:15.560 Fred, you've done everything. What would you 00:00:15.560 --> 00:00:21.120 say is the, when you think about through your 00:00:21.120 --> 00:00:23.199 career, through dental over the last, you know, 00:00:23.199 --> 00:00:26.780 decades, what, where we've been and where we're 00:00:26.780 --> 00:00:31.879 going? Well, I've certainly seen the whole trajectory 00:00:31.879 --> 00:00:35.659 of marketing evolve and change and transform. 00:00:36.159 --> 00:00:38.600 Because when I came into the market, dentists 00:00:38.600 --> 00:00:41.000 were using yellow pages. That's how far back 00:00:41.000 --> 00:00:45.679 I go. And we pioneered the use of television, 00:00:45.979 --> 00:00:50.219 particularly on a national level, because it 00:00:50.219 --> 00:00:52.659 was never practical for dentists to use it because 00:00:52.659 --> 00:00:56.429 the broadcast would cast broadly. and it would 00:00:56.429 --> 00:01:00.350 it would go way beyond the radius that a dentist 00:01:00.350 --> 00:01:04.310 would draw from um and also i brought i came 00:01:04.310 --> 00:01:07.950 up in the ad world so i wasn't i didn't come 00:01:07.950 --> 00:01:11.230 in through dentistry i came in through the the 00:01:11.230 --> 00:01:15.450 creation of advertising and the the buying and 00:01:15.450 --> 00:01:18.510 placement of advertising and then i had to create 00:01:18.510 --> 00:01:20.950 every other aspect of the business because 800 00:01:20.950 --> 00:01:24.650 dentist was We were at a live call center, which 00:01:24.650 --> 00:01:27.530 we had to create everything that made that work 00:01:27.530 --> 00:01:32.689 as well. And so the one thing I learned, and 00:01:32.689 --> 00:01:37.109 this is almost a through line from then to now, 00:01:37.290 --> 00:01:43.829 is that people want to talk about the dentist 00:01:43.829 --> 00:01:47.489 they go to before they talk to the practice. 00:01:48.239 --> 00:01:51.260 So they want to talk with people about it if 00:01:51.260 --> 00:01:54.819 they can. They want to now, the resources that 00:01:54.819 --> 00:01:59.500 they have online are significant and incredibly 00:01:59.500 --> 00:02:03.280 varied and diverse in terms of what they're like. 00:02:03.340 --> 00:02:06.140 Facebook presents a very different image of the 00:02:06.140 --> 00:02:10.860 practice than the website does and other types 00:02:10.860 --> 00:02:15.219 of promotion, Google Ads, for example. So all 00:02:15.219 --> 00:02:19.240 of those things, they're really designed to give 00:02:19.240 --> 00:02:22.120 patients more resources because they didn't have 00:02:22.120 --> 00:02:25.080 them. I mean, we had more information on the 00:02:25.080 --> 00:02:27.520 dentist than they could get anywhere. We were 00:02:27.520 --> 00:02:30.379 like Google and Yelp combined before there was 00:02:30.379 --> 00:02:38.419 Google and Yelp. So now it's... It's very hard 00:02:38.419 --> 00:02:41.419 to wrap your hands around and it's moving faster 00:02:41.419 --> 00:02:43.580 than ever. Advertising has always been the fastest 00:02:43.580 --> 00:02:48.439 moving form of communication, but now it's blazing 00:02:48.439 --> 00:02:52.860 along that people who do it for a living are 00:02:52.860 --> 00:02:55.900 having trouble keeping up. Yeah. Now, when you 00:02:55.900 --> 00:03:00.979 look at the core problem a dentist faces in acquiring 00:03:00.979 --> 00:03:04.250 new patients where, you're right, they... The 00:03:04.250 --> 00:03:06.129 prospective patient wants to know about the practice. 00:03:06.229 --> 00:03:09.050 They want to get a feel of the dentist. Do you 00:03:09.050 --> 00:03:12.569 feel that consumer behavior has changed or do 00:03:12.569 --> 00:03:17.530 you feel the tooling has allowed it to evolve? 00:03:17.849 --> 00:03:20.189 Because I still want to connect with my dentist, 00:03:20.310 --> 00:03:22.150 right? Is it just the tooling has changed or 00:03:22.150 --> 00:03:25.930 do I actually have a need to have more information 00:03:25.930 --> 00:03:28.250 about the dentist because consumer demand has 00:03:28.250 --> 00:03:32.210 changed? Consumer behavior in terms of how they 00:03:32.750 --> 00:03:35.930 approach businesses has changed radically because 00:03:35.930 --> 00:03:40.030 of the availability of information. So they have 00:03:40.030 --> 00:03:42.409 social media as a resource. They have several 00:03:42.409 --> 00:03:45.729 channels of social media as a resource to learn 00:03:45.729 --> 00:03:48.229 about whatever they're going to spend money on, 00:03:48.289 --> 00:03:50.550 whatever service that they're going to use, whatever 00:03:50.550 --> 00:03:53.169 product they're going to buy. They have reviews 00:03:53.169 --> 00:03:57.590 by hundreds of people. No, we didn't have that 00:03:57.590 --> 00:04:01.229 before. You know, you ask the guy in the cubicle 00:04:01.229 --> 00:04:04.930 next to you or the woman at the PTA or something 00:04:04.930 --> 00:04:10.250 like that. That's what people did. Now you can 00:04:10.250 --> 00:04:15.469 go to YouTube and go as deep as you want on dentistry, 00:04:15.530 --> 00:04:19.649 various procedures, and many, many, many practices. 00:04:20.410 --> 00:04:26.810 So people do it. They'll check YouTube videos. 00:04:26.870 --> 00:04:29.790 They'll check. Instagram, and then they'll go 00:04:29.790 --> 00:04:32.829 to the website and then maybe they'll go to Yelp 00:04:32.829 --> 00:04:35.350 or they'll go to Google and read reviews or they'll 00:04:35.350 --> 00:04:38.329 go to Yelp and read reviews. So this is what 00:04:38.329 --> 00:04:40.430 they do for everything. So now they do it for 00:04:40.430 --> 00:04:44.449 dentists. And so that's the biggest challenge. 00:04:45.149 --> 00:04:48.810 Yeah, is maintaining the brand and the consistency 00:04:48.810 --> 00:04:52.649 across those channels. Yeah. How have you seen 00:04:52.649 --> 00:04:56.610 dentistry evolve? over the decade and specifically 00:04:56.610 --> 00:04:59.069 dentist views to marketing. And I'll give you 00:04:59.069 --> 00:05:03.209 a quick antidote. In 2014, when our agency was 00:05:03.209 --> 00:05:05.470 first forming, we used to hear all the time, 00:05:05.589 --> 00:05:07.649 I've never done marketing. I've never done marketing. 00:05:07.750 --> 00:05:09.990 I, you know, only bad dentist do marketing. I 00:05:09.990 --> 00:05:13.529 have never heard that in the past five years, 00:05:13.610 --> 00:05:16.269 six years, right? How have you seen it evolve? 00:05:16.930 --> 00:05:20.110 It's become much more competitive, primarily. 00:05:21.050 --> 00:05:24.730 Because there are large chain practices that 00:05:24.730 --> 00:05:29.730 are advertising heavily. I mean, Aspen Dental, 00:05:29.810 --> 00:05:32.310 for example, I think their television budget 00:05:32.310 --> 00:05:37.290 is $90 million a year. And that's just one of 00:05:37.290 --> 00:05:39.610 the ways that they promote themselves. Now, that's 00:05:39.610 --> 00:05:43.569 more than I spent in 800 Dentists. We were spending 00:05:43.569 --> 00:05:47.750 around $25 or $30 million a year in broadcast. 00:05:48.459 --> 00:05:51.720 And we were by far the loudest voice back then 00:05:51.720 --> 00:05:54.860 promoting dentistry. We generated way more business 00:05:54.860 --> 00:05:58.459 for our non -clients than we did for our clients 00:05:58.459 --> 00:06:02.360 just because we made people think, oh, I should 00:06:02.360 --> 00:06:04.639 get back to my dentist. And dentists would tell 00:06:04.639 --> 00:06:06.560 me, it's like my patients come in more often 00:06:06.560 --> 00:06:09.620 because of your ads. Thank you. I'm like, you're 00:06:09.620 --> 00:06:14.740 buying dinner then, you know, so at least. But 00:06:14.740 --> 00:06:21.079 the. Dentists now have to promote themselves 00:06:21.079 --> 00:06:25.060 effectively much more than they ever did before 00:06:25.060 --> 00:06:31.540 because it's too easy for somebody else to capture 00:06:31.540 --> 00:06:36.199 the eyeballs by spending money on Google AdWords, 00:06:36.259 --> 00:06:40.720 by being very consistent in their posting on 00:06:40.720 --> 00:06:44.980 all of the social media, by generating. hundreds 00:06:44.980 --> 00:06:49.339 of reviews on Google and on Yelp. If you're not 00:06:49.339 --> 00:06:54.300 doing that, you're hoping that the past returns, 00:06:54.720 --> 00:06:58.819 which it's not going to. You've written Everything 00:06:58.819 --> 00:07:03.019 is Marketing. It's in fifth edition. You've had 00:07:03.019 --> 00:07:05.959 1 -800 -DENTIS, which is obviously more lead 00:07:05.959 --> 00:07:08.910 generation marketing in the dental field. You've 00:07:08.910 --> 00:07:11.449 also talked about and written books on becoming 00:07:11.449 --> 00:07:17.649 remarkable on Super Bowl. What is it today that 00:07:17.649 --> 00:07:20.810 you feel dentists are lacking to really evolve 00:07:20.810 --> 00:07:24.889 into that ideal practice, you know, creating 00:07:24.889 --> 00:07:27.209 that dental practice that everyone talks about 00:07:27.209 --> 00:07:30.269 that you mentioned in becoming remarkable? If 00:07:30.269 --> 00:07:33.990 they just realize that, you know, the whole premise 00:07:33.990 --> 00:07:37.040 of everything is marketing is that. Everything 00:07:37.040 --> 00:07:40.100 that the patient experiences in the practice, 00:07:40.199 --> 00:07:43.259 every touch point, every smell, every sound, 00:07:43.399 --> 00:07:47.939 every communication increases or decreases case 00:07:47.939 --> 00:07:52.980 acceptance. Absolutely nothing is neutral. So 00:07:52.980 --> 00:07:56.639 if you just understood that and made that your 00:07:56.639 --> 00:07:59.899 plan of action, you would be fine. You would 00:07:59.899 --> 00:08:03.740 create uniqueness in your practice, but you have 00:08:03.740 --> 00:08:07.600 to be bold enough. To do certain things. It's 00:08:07.600 --> 00:08:10.699 one of the reasons why I wrote my book, Super 00:08:10.699 --> 00:08:13.860 Bold, because it's a life skill that you can 00:08:13.860 --> 00:08:16.639 learn. You can build boldness like a muscle. 00:08:17.279 --> 00:08:21.819 And if you learn how to do that, then in dentistry, 00:08:21.939 --> 00:08:26.899 you could present cases better. You could learn 00:08:26.899 --> 00:08:30.360 to, you know, present bigger and bigger cases. 00:08:30.459 --> 00:08:35.070 Most dentists don't present. cases that make 00:08:35.070 --> 00:08:38.090 them uncomfortable based on the dollar amount. 00:08:38.309 --> 00:08:40.350 And then there's other dentists who can present 00:08:40.350 --> 00:08:44.610 the $70 ,000 case without batting an eye. But 00:08:44.610 --> 00:08:48.009 you have to be able to ask patients to recommend 00:08:48.009 --> 00:08:51.970 you. You have to be able to ask them to write 00:08:51.970 --> 00:08:56.450 a review for you. If you send somebody an email 00:08:56.450 --> 00:08:59.549 and hope they're going to write a review, that's 00:08:59.549 --> 00:09:02.549 like a 50 to 1 odds that that's going to happen. 00:09:02.909 --> 00:09:07.169 You say, how do you feel about your smile? Well, 00:09:07.330 --> 00:09:10.450 you know, people are always complimenting me 00:09:10.450 --> 00:09:13.769 on my smile. I love hearing that. Would you be 00:09:13.769 --> 00:09:15.809 willing to write a quick review? We're going 00:09:15.809 --> 00:09:18.990 to text you a link. It goes right to my Google 00:09:18.990 --> 00:09:21.750 page and you can do a quick review. That would 00:09:21.750 --> 00:09:26.509 help me attract more patients like you because 00:09:26.509 --> 00:09:28.450 that's what we like to do. We like to treat people 00:09:28.450 --> 00:09:31.500 like you. And this helps us find them. So if 00:09:31.500 --> 00:09:35.240 you could do that, that would be awesome. So 00:09:35.240 --> 00:09:37.860 you have to be bold enough to do that. If you 00:09:37.860 --> 00:09:40.220 don't do that, the guy across the street will. 00:09:40.559 --> 00:09:44.179 The woman down, you know, one floor above or 00:09:44.179 --> 00:09:46.679 one floor below is going to be really comfortable 00:09:46.679 --> 00:09:51.679 doing it because she's Gen Z. Yeah. Now, is it, 00:09:51.700 --> 00:09:55.200 what prevents someone from? Doing that, I mean, 00:09:55.240 --> 00:09:57.159 we all, how do you work that muscle out, right? 00:09:57.240 --> 00:09:59.539 How do you go from, yes, I know that, Fred, but. 00:10:02.539 --> 00:10:05.860 Just like you would build a muscle. When you 00:10:05.860 --> 00:10:08.600 go to the gym and you say, I'm going to get in 00:10:08.600 --> 00:10:11.139 shape, you don't start trying to bench 350 pounds. 00:10:11.820 --> 00:10:15.620 You go with a weight that you can do, but it 00:10:15.620 --> 00:10:20.019 makes you uncomfortable. And you aim for failure. 00:10:20.100 --> 00:10:24.250 The most important rep in any exercise. is the 00:10:24.250 --> 00:10:28.409 one you can't do. Because that means you pushed 00:10:28.409 --> 00:10:30.429 yourself to failure. That's how you get stronger 00:10:30.429 --> 00:10:34.009 faster. It's the same thing with boldness. You 00:10:34.009 --> 00:10:38.110 do something that makes you uncomfortable, but 00:10:38.110 --> 00:10:40.470 not so uncomfortable that you retreat back into 00:10:40.470 --> 00:10:44.830 your shell forever. And the stakes are low. When 00:10:44.830 --> 00:10:47.350 you're exercising in the gym, it doesn't, when 00:10:47.350 --> 00:10:53.970 you fail at rep 14 in curls, There's no repercussions 00:10:53.970 --> 00:10:57.389 for the failure. It's the same thing with building 00:10:57.389 --> 00:11:00.590 your boldness exercises. You talk to a stranger. 00:11:00.690 --> 00:11:03.110 If they don't say hi back, it doesn't make any 00:11:03.110 --> 00:11:06.509 difference. But what you've done is realized 00:11:06.509 --> 00:11:10.409 you were not actually harmed. You were uncomfortable. 00:11:10.970 --> 00:11:13.809 And what happens is you get more and more comfortable 00:11:13.809 --> 00:11:16.850 the more you do these simple little exercises. 00:11:17.409 --> 00:11:20.450 Smile at a stranger. Talk to a stranger. Chat 00:11:20.450 --> 00:11:23.970 with people. in an elevator, wave to people, 00:11:24.490 --> 00:11:30.629 compliment complete strangers or express appreciation 00:11:30.629 --> 00:11:36.370 effusively for a whole day. You do stuff like 00:11:36.370 --> 00:11:41.190 that and all of a sudden you just have expanded 00:11:41.190 --> 00:11:45.509 your boldness. And what you're doing is building 00:11:45.509 --> 00:11:48.720 new neural pathways. where you realize you're 00:11:48.720 --> 00:11:52.179 not harmed. Because what happens is we learn 00:11:52.179 --> 00:11:55.700 to be afraid of rejection and things like that 00:11:55.700 --> 00:11:59.840 that make us hesitate. And we hesitate and we 00:11:59.840 --> 00:12:02.139 miss opportunities. And sometimes we miss really 00:12:02.139 --> 00:12:05.759 big opportunities. And that's the rude cause 00:12:05.759 --> 00:12:08.840 of it is some underconfidence that's been built 00:12:08.840 --> 00:12:13.139 in us that makes us hesitate. So when you're 00:12:13.139 --> 00:12:16.230 building your boldest muscle, You don't hesitate 00:12:16.230 --> 00:12:18.870 because there's no risk. And then all of a sudden, 00:12:18.889 --> 00:12:21.909 you can take on a little more risk. You can say, 00:12:22.029 --> 00:12:25.450 you know, I really admire that actress. I'm going 00:12:25.450 --> 00:12:28.909 to go over and tell her. And you do it without 00:12:28.909 --> 00:12:35.009 being a drooling fan. You just say, you know, 00:12:35.070 --> 00:12:38.129 Sarah Jessica Parker, you know, excuse me, I 00:12:38.129 --> 00:12:40.169 don't want to interrupt your day, but I just 00:12:40.169 --> 00:12:42.110 want to tell you how much I appreciate your work. 00:12:42.450 --> 00:12:46.779 It's brought a lot of joy to me. And then you 00:12:46.779 --> 00:12:49.139 don't try to get a selfie. You don't try to get 00:12:49.139 --> 00:12:52.279 an autograph. And what happens is she smiles 00:12:52.279 --> 00:12:54.919 and thanks you. And you get to take that with 00:12:54.919 --> 00:12:57.120 you. And you said, wow, I handled that really 00:12:57.120 --> 00:13:03.399 well. And then maybe it's, oh, this patient is 00:13:03.399 --> 00:13:07.000 so happy with their smile, they're crying. Now's 00:13:07.000 --> 00:13:12.059 my opportunity to say. Would you mind me just, 00:13:12.100 --> 00:13:14.220 I'm just going to grab my phone. Could you just 00:13:14.220 --> 00:13:17.419 talk about the impact your smile has had on your 00:13:17.419 --> 00:13:19.940 life? And if you don't like it, we won't use 00:13:19.940 --> 00:13:24.820 it, but it would really help us to show people 00:13:24.820 --> 00:13:28.740 the difference we can make and how happy you 00:13:28.740 --> 00:13:31.360 are. You could help a lot of other people be 00:13:31.360 --> 00:13:33.500 willing to do this and make this change in their 00:13:33.500 --> 00:13:36.899 life. Once you get good of saying stuff like 00:13:36.899 --> 00:13:40.809 that, And seeing how it works, you just get comfortable 00:13:40.809 --> 00:13:44.429 doing it. And your brain says, these are new 00:13:44.429 --> 00:13:47.309 neural pathways. I can just do this now. And 00:13:47.309 --> 00:13:53.610 the old hesitation pathways atrophy. That's the 00:13:53.610 --> 00:13:57.669 way neuroplasticity works. So you're just working 00:13:57.669 --> 00:14:01.269 the way your nervous system works and building 00:14:01.269 --> 00:14:03.769 your boldness muscle. And it will impact every 00:14:03.769 --> 00:14:06.090 aspect of your life, but it will certainly impact. 00:14:06.730 --> 00:14:10.769 your practice. Did I say impract? Maybe I didn't 00:14:10.769 --> 00:14:14.269 mean to use and make that word up. Impact your 00:14:14.269 --> 00:14:16.210 practice, I think is what I would say, rather 00:14:16.210 --> 00:14:19.629 than the contraction. I think reviews are one 00:14:19.629 --> 00:14:21.850 of the most important things we see a practice 00:14:21.850 --> 00:14:24.710 can reliably generate. I mean, they're the original 00:14:24.710 --> 00:14:27.570 user -generated content. They have implications 00:14:27.570 --> 00:14:31.899 from across all the channels of marketing. Is 00:14:31.899 --> 00:14:34.840 that a good place for a dentist to start? It 00:14:34.840 --> 00:14:39.799 is because it's the best place to start to build 00:14:39.799 --> 00:14:43.600 that muscle because it's a pretty easy ask. People 00:14:43.600 --> 00:14:46.820 write reviews for stuff all the time or they 00:14:46.820 --> 00:14:49.799 don't. If they say, I don't really write reviews, 00:14:50.039 --> 00:14:53.700 you say, that's fine. And you let it go and you 00:14:53.700 --> 00:14:55.840 let it bounce off you. You don't take it personally 00:14:55.840 --> 00:14:57.580 that they're not going to write a review for 00:14:57.580 --> 00:15:03.730 you. But most of the time, If you ask once a 00:15:03.730 --> 00:15:06.570 day, if you just say, all I can tolerate is doing 00:15:06.570 --> 00:15:09.250 this once a day, you're going to build your boldness 00:15:09.250 --> 00:15:12.250 muscle by doing it once a day, especially if 00:15:12.250 --> 00:15:15.850 you do it early on in your day. Because if you 00:15:15.850 --> 00:15:18.110 have a success the first time, you're going to 00:15:18.110 --> 00:15:21.570 take another swing at it. You get two a week, 00:15:21.629 --> 00:15:24.769 you have a hundred by the end of the year. What 00:15:24.769 --> 00:15:28.509 you have is a super abundance of reviews and 00:15:28.509 --> 00:15:32.769 you're doing it. On an ongoing basis, because 00:15:32.769 --> 00:15:36.210 two things matter in reviews, the star rating 00:15:36.210 --> 00:15:41.470 and the recency. So when you do that on a consistent 00:15:41.470 --> 00:15:44.669 daily basis and gather one, two, three a week, 00:15:44.750 --> 00:15:50.309 now you're satisfying both. And so that's step 00:15:50.309 --> 00:15:54.909 one of really capturing the power of patient 00:15:54.909 --> 00:15:58.779 testimonials. The supercharger. is to ask them 00:15:58.779 --> 00:16:03.879 to do a testimonial video. That to me is the 00:16:03.879 --> 00:16:08.000 dream of marketing because there is nothing more 00:16:08.000 --> 00:16:13.179 versatile and nothing more believable than a 00:16:13.179 --> 00:16:18.200 video testimonial because it is a patient willing 00:16:18.200 --> 00:16:21.840 to take the time to record themselves and talk 00:16:21.840 --> 00:16:24.419 about your practice. Nothing is more believable 00:16:24.419 --> 00:16:26.759 than that. And you don't need any production 00:16:26.759 --> 00:16:29.470 value. The higher the production value, the less 00:16:29.470 --> 00:16:32.049 credible. It means it's edited and rehearsed 00:16:32.049 --> 00:16:34.970 and scripted and all of that stuff. If it's on 00:16:34.970 --> 00:16:38.210 a dang phone, if it's just like somebody just 00:16:38.210 --> 00:16:43.289 saying it, that's totally believable to someone 00:16:43.289 --> 00:16:47.429 because it hasn't been produced. It's got authenticity 00:16:47.429 --> 00:16:50.990 that you can't get any other way. And now you 00:16:50.990 --> 00:16:53.919 can use it everywhere. You can put it in your 00:16:53.919 --> 00:16:57.360 Google profile. You can put it in your Yelp profile. 00:16:57.460 --> 00:17:00.919 You can put it on your website. You should have 00:17:00.919 --> 00:17:05.980 a whole page of patient testimonials on your 00:17:05.980 --> 00:17:08.619 website that people can watch and find themselves 00:17:08.619 --> 00:17:11.160 because that's what they're looking for. I want 00:17:11.160 --> 00:17:13.380 to hear what the old guy says. I want to hear 00:17:13.380 --> 00:17:17.079 what the young woman says, you know, and they 00:17:17.079 --> 00:17:24.049 seek that out. YouTube channel. You can use it 00:17:24.049 --> 00:17:27.450 in case presentation and say, you know, I know 00:17:27.450 --> 00:17:29.809 this sounds like a lot doing this implant case, 00:17:30.170 --> 00:17:35.670 but listen to what this patient said about when 00:17:35.670 --> 00:17:38.549 she finally decided to do this and the difference 00:17:38.549 --> 00:17:41.789 it made in her life. Or if they don't accept 00:17:41.789 --> 00:17:44.329 the case, you send an email with a link to that 00:17:44.329 --> 00:17:47.769 video. I could go on and on about the versatility 00:17:47.769 --> 00:17:51.650 of a patient testimonial. It's better than any 00:17:51.650 --> 00:17:54.710 commercial I could ever write and produce and 00:17:54.710 --> 00:17:58.329 put on the air. You know, because if you put 00:17:58.329 --> 00:17:59.930 it on the air, people don't believe it. If I 00:17:59.930 --> 00:18:02.250 run it as a commercial, they would go like, yeah, 00:18:02.269 --> 00:18:04.609 that's an actor. I know it says they're a real 00:18:04.609 --> 00:18:06.609 person, but I don't believe it. Or they were 00:18:06.609 --> 00:18:08.710 paid a lot of money for it. Yeah, they got paid 00:18:08.710 --> 00:18:13.430 to say it, yeah. Yeah, no, I think that the demonstration 00:18:13.430 --> 00:18:16.670 of excellence is incredibly important. You know, 00:18:16.690 --> 00:18:18.210 you're talking earlier on the show about people 00:18:18.210 --> 00:18:20.700 want to radiate out. what they're getting into. 00:18:20.859 --> 00:18:25.539 And nothing is more powerful than a patient testimonial 00:18:25.539 --> 00:18:30.819 that feels real. Yeah, I agree. Now, we talked 00:18:30.819 --> 00:18:32.900 about reviews, we talked about patient testimonials 00:18:32.900 --> 00:18:34.940 and demonstration of excellence. What are the 00:18:34.940 --> 00:18:38.099 other factors of remarkable practice? I mean, 00:18:38.119 --> 00:18:41.480 I know you speak in a focusing on the why and 00:18:41.480 --> 00:18:46.400 help me understand, you know, somewhere I saw 00:18:46.400 --> 00:18:48.500 the phrase, the best marketing strategy is to 00:18:48.500 --> 00:18:53.940 care. Kind of unpack that for me. Yeah. So let's 00:18:53.940 --> 00:18:58.779 break down caring in two ways, because the two 00:18:58.779 --> 00:19:02.759 driving principles of your success, and this 00:19:02.759 --> 00:19:05.920 is true of most businesses, but it's really true 00:19:05.920 --> 00:19:10.460 of a dental practice, is your trustworthiness 00:19:10.460 --> 00:19:15.779 and their understanding of the value of the care 00:19:15.779 --> 00:19:18.920 that you offer. the quality and value of care 00:19:18.920 --> 00:19:23.140 that you offer in the practice. Both of those 00:19:23.140 --> 00:19:26.660 things are incredibly subjective. There's nothing 00:19:26.660 --> 00:19:32.119 quantifiable scientifically about your trustworthiness. 00:19:32.180 --> 00:19:35.700 We develop trust in somebody by all of these 00:19:35.700 --> 00:19:39.680 very subtle cues, some of them incredibly irrational. 00:19:40.900 --> 00:19:45.640 But you have to cater to that. The lighting in 00:19:45.640 --> 00:19:48.059 your office, the temperature of your office, 00:19:48.339 --> 00:19:52.940 the smile that somebody can hear over the phone, 00:19:53.019 --> 00:19:58.200 all of these things start to build trust. And 00:19:58.200 --> 00:20:03.220 your projection of your confidence in the work 00:20:03.220 --> 00:20:06.420 that you do and your team's confidence in the 00:20:06.420 --> 00:20:10.299 work that you do builds trust and also builds 00:20:10.299 --> 00:20:15.309 value. People say, oh, I'm at a good dentist 00:20:15.309 --> 00:20:19.950 because the thing is people, you know, we live 00:20:19.950 --> 00:20:21.730 in a world where you can test drive all sorts 00:20:21.730 --> 00:20:23.549 of stuff and you can send all sorts of stuff 00:20:23.549 --> 00:20:26.710 back that you don't like. I mean, 30 % of the 00:20:26.710 --> 00:20:29.710 stuff sold on Amazon is sent back. Think about 00:20:29.710 --> 00:20:32.789 that. Think of what a business, that's a successful 00:20:32.789 --> 00:20:35.950 business model. That seems insane, but that's 00:20:35.950 --> 00:20:38.809 what happens. Well, you're not going to test 00:20:38.809 --> 00:20:41.940 drive five dental practices. You're not going 00:20:41.940 --> 00:20:44.539 to, and you got nothing to send back if it doesn't 00:20:44.539 --> 00:20:49.680 go right. There's no effective return policy. 00:20:49.900 --> 00:20:53.599 So there's a great deal of apprehension with 00:20:53.599 --> 00:20:59.119 people that you can repair by doing things that 00:20:59.119 --> 00:21:03.500 make them feel comfortable and cared for. And 00:21:03.500 --> 00:21:06.279 one of the keys to making them feel cared for. 00:21:06.779 --> 00:21:10.299 is if they never get a sense that you're doing 00:21:10.299 --> 00:21:16.099 this because you want more money. And if they 00:21:16.099 --> 00:21:20.000 say, wow, that sounds incredibly expensive, it 00:21:20.000 --> 00:21:22.619 means you haven't built the value or the treatment 00:21:22.619 --> 00:21:25.039 yet. You're trying to get to the finish line 00:21:25.039 --> 00:21:27.960 to see if they can afford it. This is what you 00:21:27.960 --> 00:21:32.140 ought to do. This is it. You need this. They 00:21:32.140 --> 00:21:35.619 don't need anything. Okay. They're, they're most 00:21:35.619 --> 00:21:37.980 likely not going to die. I mean, we know that 00:21:37.980 --> 00:21:41.259 poor oral health might kill you, but it's not 00:21:41.259 --> 00:21:47.019 killing the average neglector. Um, and so you 00:21:47.019 --> 00:21:52.759 need to, to one, and I'm, this is a long soliloquy 00:21:52.759 --> 00:21:57.220 I realize I'm doing, but you need to find out 00:21:57.220 --> 00:22:02.519 what's valuable to them. Is it doing, is it appearance? 00:22:03.389 --> 00:22:07.789 What functionality? What is it? Are they just 00:22:07.789 --> 00:22:09.829 trying to get out of pain? Are they just trying 00:22:09.829 --> 00:22:12.650 to be comfortable or are they divorced and they 00:22:12.650 --> 00:22:17.170 want to look better? So you can only build value 00:22:17.170 --> 00:22:21.049 based on what's valuable to them because otherwise 00:22:21.049 --> 00:22:23.910 they're not listening. So if you plow ahead saying 00:22:23.910 --> 00:22:26.470 everybody loves veneers because it makes them 00:22:26.470 --> 00:22:28.410 feel better, they're more confident and all of 00:22:28.410 --> 00:22:30.309 this and they like, and you've got a guy in the 00:22:30.309 --> 00:22:34.309 chair. who's married 25 years, he's a construction 00:22:34.309 --> 00:22:36.750 worker. His wife's never going to leave him. 00:22:36.809 --> 00:22:38.349 He's never going to leave her. He's completely 00:22:38.349 --> 00:22:41.089 content. And he could care that his teeth are 00:22:41.089 --> 00:22:44.190 yellow and crooked. He just doesn't want a root 00:22:44.190 --> 00:22:46.910 canal. He wants to chew. He wants to keep his 00:22:46.910 --> 00:22:50.690 own teeth as gnarly as they are. And so that's 00:22:50.690 --> 00:22:53.569 where you start. You say, look, I can preserve 00:22:53.569 --> 00:22:55.970 your teeth. Let me tell you all the ways that 00:22:55.970 --> 00:22:58.769 I can keep your teeth strong and healthy. You're 00:22:58.769 --> 00:23:00.509 never going to need dentures as long as you live. 00:23:00.809 --> 00:23:03.410 If you, if you follow this and you let me take 00:23:03.410 --> 00:23:07.549 care of you this way. Okay. And now, now you 00:23:07.549 --> 00:23:10.549 start to get them and, and, you know, clinical 00:23:10.549 --> 00:23:13.430 skills are important, but they can't assess your 00:23:13.430 --> 00:23:16.369 clinical skills. They have, they're not, they 00:23:16.369 --> 00:23:18.210 have nothing to compare it to. There's somebody 00:23:18.210 --> 00:23:22.009 right now, as, as the old joke goes with somewhere 00:23:22.009 --> 00:23:25.170 is the worst dentist in America and his schedule 00:23:25.170 --> 00:23:30.099 is full because. those patients are willing to 00:23:30.099 --> 00:23:33.960 go find somebody else. That reminds me of a funny 00:23:33.960 --> 00:23:36.740 story. My dad needed heart surgery one time, 00:23:36.779 --> 00:23:42.240 Fred. And I remember talking to him, you know, 00:23:42.240 --> 00:23:45.519 as he was in pre -op, he was getting ready to 00:23:45.519 --> 00:23:48.579 go. And he said, you know, my surgeon is so good. 00:23:49.140 --> 00:23:53.740 I was like, that's cool. How'd you find him? 00:23:54.079 --> 00:23:57.690 He was like, oh, you know. And he didn't really 00:23:57.690 --> 00:24:00.309 answer the question. He said, you know, his bedside 00:24:00.309 --> 00:24:02.250 manner is so good. He just really takes the time 00:24:02.250 --> 00:24:05.970 to talk to me. And I laughed. I was like, how 00:24:05.970 --> 00:24:09.990 about like the work? Yeah. What's that got to 00:24:09.990 --> 00:24:14.329 do with his hand skills? Yeah. I literally was 00:24:14.329 --> 00:24:16.769 like kind of giggling at my dad who was more 00:24:16.769 --> 00:24:20.089 of a factual, you know, guy. But my dad was, 00:24:20.150 --> 00:24:22.650 he was about to have heart surgery and he's literally 00:24:22.650 --> 00:24:25.640 telling me about how warm. and patient the surgeon 00:24:25.640 --> 00:24:29.920 is at the bedside. And that goes to show that 00:24:29.920 --> 00:24:33.619 my dad believed the skills of the surgeon were 00:24:33.619 --> 00:24:39.799 top notch because of bedside manner. Yeah. Your 00:24:39.799 --> 00:24:42.940 dad believed he cared. And that's all you're 00:24:42.940 --> 00:24:47.140 trying to get across is that one, dentistry is 00:24:47.140 --> 00:24:49.700 a great investment. Okay. So this is the mindset 00:24:49.700 --> 00:24:52.740 your whole team needs to have. is that if somebody 00:24:52.740 --> 00:24:55.640 needs comprehensive dentistry, there's almost 00:24:55.640 --> 00:24:58.859 no better way to spend the money. There's almost 00:24:58.859 --> 00:25:03.119 nothing that will give the ROI, the long -term 00:25:03.119 --> 00:25:08.160 return on that spend, 20, 30, $40 ,000 to get 00:25:08.160 --> 00:25:11.559 comprehensive dentistry that will affect every 00:25:11.559 --> 00:25:14.599 day, every meal, every conversation for the rest 00:25:14.599 --> 00:25:18.200 of your life. How do you spend that money better 00:25:18.200 --> 00:25:21.849 than that, if that's what you need? So that's 00:25:21.849 --> 00:25:27.349 a fact. And ask your team if they all believe 00:25:27.349 --> 00:25:32.410 that. Do you believe it? Oh, well, I don't know. 00:25:32.529 --> 00:25:35.990 Really? So you don't believe that what you offer 00:25:35.990 --> 00:25:38.490 is one of the best investments people can make. 00:25:38.690 --> 00:25:42.849 So guess what you radiate? I'm not the best way 00:25:42.849 --> 00:25:45.569 to spend your money, but I want it. When actually 00:25:45.569 --> 00:25:48.910 the whole team just needs to be reminded, hey. 00:25:49.769 --> 00:25:52.849 If somebody needs care, we're going to tell them 00:25:52.849 --> 00:25:55.369 they need it. That's our professional responsibility. 00:25:55.470 --> 00:25:58.049 That's why they came here. They may not be able 00:25:58.049 --> 00:26:00.009 to afford it. They may not be able to afford 00:26:00.009 --> 00:26:03.750 it yet. But we're going to let them know that 00:26:03.750 --> 00:26:07.349 we're going to tell them because we care about 00:26:07.349 --> 00:26:12.329 them. And I'll use this story, always impacted 00:26:12.329 --> 00:26:16.410 me. A dentist I've known, incredibly successful. 00:26:17.160 --> 00:26:22.599 And he said this simple thing. He said, my patients 00:26:22.599 --> 00:26:26.940 don't accept treatment because I've done an incredible 00:26:26.940 --> 00:26:30.420 job of selling it. He said, they accept treatment 00:26:30.420 --> 00:26:35.799 because they know I love them. And I said, yeah, 00:26:35.859 --> 00:26:39.200 if you're projecting that, that's what they're 00:26:39.200 --> 00:26:41.640 going to say. Okay, if you think I should do 00:26:41.640 --> 00:26:45.880 this, doc. And it's like, if you don't care about 00:26:45.880 --> 00:26:51.369 your patients, That's your problem. If you'd 00:26:51.369 --> 00:26:55.430 entered this profession for some other reason 00:26:55.430 --> 00:26:59.390 rather than to take care of people in an amazing 00:26:59.390 --> 00:27:04.250 way, in a profound way, and you don't get excited 00:27:04.250 --> 00:27:06.509 about that every day and your team doesn't get 00:27:06.509 --> 00:27:08.190 excited about that, you're not going to project 00:27:08.190 --> 00:27:11.990 that to people. We can sense when somebody's 00:27:11.990 --> 00:27:15.599 in it for the money. or doesn't actually care 00:27:15.599 --> 00:27:19.619 about us. You know, going back to surgeons, they 00:27:19.619 --> 00:27:23.579 did a study on surgeons who got sued and who 00:27:23.579 --> 00:27:27.099 didn't. And you would think, well, the best surgeons 00:27:27.099 --> 00:27:29.380 are the ones who never get sued. No, actually, 00:27:29.519 --> 00:27:32.519 they get sued way more than the average surgeons 00:27:32.519 --> 00:27:36.279 because they don't listen to the patients, just 00:27:36.279 --> 00:27:38.680 like your dad was saying. The ones who never 00:27:38.680 --> 00:27:42.319 got sued talked an average of five minutes longer 00:27:42.319 --> 00:27:45.630 to every patient. That was it. That was the only 00:27:45.630 --> 00:27:48.089 differentiator. Because the other guy's going 00:27:48.089 --> 00:27:50.349 to, look, I'm an expert at this. I'm the best 00:27:50.349 --> 00:27:52.910 surgeon in Los Angeles to do this procedure. 00:27:53.349 --> 00:27:56.269 Let's just get going. Yeah, I've done a hundred 00:27:56.269 --> 00:27:59.509 of these. It's no big deal. Yeah. It's a huge 00:27:59.509 --> 00:28:01.589 deal to me. Just relax. Because when you tell 00:28:01.589 --> 00:28:03.329 somebody to relax, that works automatically, 00:28:03.630 --> 00:28:07.589 doesn't it? A hundred percent of not the times 00:28:07.589 --> 00:28:09.769 with my wife, no. It's never been successful 00:28:09.769 --> 00:28:15.680 for me. So yeah, so it's the same thing is you 00:28:15.680 --> 00:28:21.299 have to project that you care more about them 00:28:21.299 --> 00:28:26.339 than money and you will wait until they're ready 00:28:26.339 --> 00:28:29.279 to do it. But you say, you know what, maybe you 00:28:29.279 --> 00:28:31.319 can't afford this now. And I understand that. 00:28:31.359 --> 00:28:34.279 It's my professional responsibility to tell you 00:28:34.279 --> 00:28:37.480 about this because that's why you came to me. 00:28:37.740 --> 00:28:40.759 But if it's okay with you, I'm going to remind 00:28:40.759 --> 00:28:44.559 you. Next time I see you, I'm not going to nag 00:28:44.559 --> 00:28:47.559 you about it. I just want to remind you that 00:28:47.559 --> 00:28:52.339 it's not going to get better. Because remember, 00:28:52.700 --> 00:28:56.700 people are approximately five times more motivated 00:28:56.700 --> 00:29:03.240 by loss than they are by gain. So if you're saying 00:29:03.240 --> 00:29:05.599 to somebody, look, the reason I'm telling you 00:29:05.599 --> 00:29:09.480 this is just understand teeth and gums don't 00:29:09.480 --> 00:29:13.609 heal themselves. Okay. You cut your arm and just 00:29:13.609 --> 00:29:16.869 wrap it up. It's going to heal. All this stuff 00:29:16.869 --> 00:29:19.329 going on in your mouth can't fix itself. There's 00:29:19.329 --> 00:29:23.190 no advantage to waiting except to save the money. 00:29:23.990 --> 00:29:27.690 And it's only goes in one direction. I'm telling 00:29:27.690 --> 00:29:30.730 you about it now because it's most likely going 00:29:30.730 --> 00:29:33.569 to get more expensive. You're going to lose more 00:29:33.569 --> 00:29:38.009 tissue in the process. And you could be really 00:29:38.009 --> 00:29:39.910 uncomfortable at some point. You could really 00:29:39.910 --> 00:29:42.859 get in pain. And then really have to come to 00:29:42.859 --> 00:29:47.819 me right away to fix it in a more complicated 00:29:47.819 --> 00:29:55.220 way. And you just say, you don't have to start 00:29:55.220 --> 00:29:58.960 today. I'm recommending you do, of course, but 00:29:58.960 --> 00:30:02.960 that's entirely up to you. But I'm trying to 00:30:02.960 --> 00:30:06.500 keep you from letting this progress in the wrong 00:30:06.500 --> 00:30:09.400 direction. So you're talking about what they're 00:30:09.400 --> 00:30:12.720 losing. That's the motivation. And then you give 00:30:12.720 --> 00:30:16.180 them the rational reason. You say, look, I know 00:30:16.180 --> 00:30:20.440 this sounds like a lot to invest in your health, 00:30:20.640 --> 00:30:23.279 but we have all sorts of financing options because 00:30:23.279 --> 00:30:26.299 nobody's got a big saving account for their dental 00:30:26.299 --> 00:30:29.759 care. We understand that. We want to help you 00:30:29.759 --> 00:30:34.500 to afford it so that I can keep your teeth healthy 00:30:34.500 --> 00:30:37.359 and all your teeth in your mouth as long as possible. 00:30:38.670 --> 00:30:42.670 All of this dialogue communicates, I just care 00:30:42.670 --> 00:30:44.769 about you. The whole team here cares about you. 00:30:45.230 --> 00:30:48.250 And that builds the value. That makes you unique. 00:30:48.589 --> 00:30:51.769 That builds the value of it. And I talk about 00:30:51.769 --> 00:30:54.369 it in both books in Everything is Marketing and 00:30:54.369 --> 00:30:59.130 Becoming Remarkable. There's dozens and dozens 00:30:59.130 --> 00:31:03.170 of little things that you can do, little details 00:31:03.170 --> 00:31:09.700 of delight and surprise. and memorability that 00:31:09.700 --> 00:31:12.539 you can do. But it really begins with slowing 00:31:12.539 --> 00:31:16.519 down and caring about them as human. You're absolutely 00:31:16.519 --> 00:31:20.380 right. Yeah. Let's talk about the magic of video 00:31:20.380 --> 00:31:26.019 one more time. If a new patient's coming into 00:31:26.019 --> 00:31:29.799 the office and they've scheduled themselves for 00:31:29.799 --> 00:31:33.640 next Thursday and they get a text from the dentist 00:31:33.640 --> 00:31:38.279 with a video from her saying, Hi, Andrew. I understand 00:31:38.279 --> 00:31:41.059 you're coming in on Thursday. I'm really looking 00:31:41.059 --> 00:31:43.279 forward to meeting you and taking care of you. 00:31:43.599 --> 00:31:48.220 The whole team's excited to see you. If you have 00:31:48.220 --> 00:31:51.240 any questions about your dentistry ahead of time, 00:31:51.339 --> 00:31:53.700 just respond to this text and we'll get on a 00:31:53.700 --> 00:31:55.819 call and we'll talk about it. Otherwise, I look 00:31:55.819 --> 00:31:58.259 forward to seeing you on Thursday. That took 00:31:58.259 --> 00:32:02.339 me 25 seconds to say. Oh man, I feel so special 00:32:02.339 --> 00:32:04.779 as a patient. Yeah. That'd be amazing. Yeah. 00:32:04.859 --> 00:32:07.420 Yeah. And you don't have to get them on the phone. 00:32:07.619 --> 00:32:11.099 You just bang these out. Cancellations are going 00:32:11.099 --> 00:32:13.599 to go down. No -shows are going to go down. No 00:32:13.599 --> 00:32:16.660 -shows will disappear if you do that. If you're 00:32:16.660 --> 00:32:21.740 complaining about no -shows, but you're yelling 00:32:21.740 --> 00:32:26.880 at your receptionist to fix it, you are doing 00:32:26.880 --> 00:32:29.299 the definition of insanity. You're trying to 00:32:29.299 --> 00:32:32.480 do the same thing harder to get a different result. 00:32:34.480 --> 00:32:37.099 Instead of doing something different, you get 00:32:37.099 --> 00:32:42.740 five new patients coming in that book that day, 00:32:42.839 --> 00:32:45.119 which is an enormous number, by the way. If you 00:32:45.119 --> 00:32:48.240 get five new patients a day coming in out of 00:32:48.240 --> 00:32:50.579 20 work days a month, that's 100 new patients. 00:32:50.660 --> 00:32:57.240 So that's a thriving practice. But five of those 00:32:57.240 --> 00:33:00.079 videos would take five minutes. You don't have 00:33:00.079 --> 00:33:03.690 five minutes to build your practice? Then you 00:33:03.690 --> 00:33:05.849 need to get off Instagram, buddy. You need to 00:33:05.849 --> 00:33:08.650 get off TikTok and take five of those minutes 00:33:08.650 --> 00:33:12.349 and record something. And just have somebody 00:33:12.349 --> 00:33:15.349 on your team go, it's time, doctor. I have this. 00:33:16.569 --> 00:33:18.369 Here's who they are. Here's when they're coming 00:33:18.369 --> 00:33:21.970 in. Go. And she records them and sends them out. 00:33:23.210 --> 00:33:24.990 And there's a phone. There's a special phone 00:33:24.990 --> 00:33:27.309 in the practice to do it. So it's not the doctor's 00:33:27.309 --> 00:33:30.069 phone, obviously. You got to remind people of 00:33:30.069 --> 00:33:32.829 the simple mechanical details of this. But yeah, 00:33:32.930 --> 00:33:35.369 it's a practice phone. One of the things that 00:33:35.369 --> 00:33:37.150 I love is just calling patients after they've 00:33:37.150 --> 00:33:39.849 had any form of anesthesia and asking how they're 00:33:39.849 --> 00:33:45.410 doing. It costs you such a little episode of 00:33:45.410 --> 00:33:51.170 time for so much return. And we, in a world to 00:33:51.170 --> 00:33:54.720 where... We can click a button and fire off a 00:33:54.720 --> 00:33:57.920 thousand text messages to our patients and do 00:33:57.920 --> 00:34:01.420 all this video recording of you saying, hey, 00:34:01.440 --> 00:34:04.339 Fred, I'm so excited to see you tomorrow morning. 00:34:05.420 --> 00:34:07.759 You know, this is what we're going to do when 00:34:07.759 --> 00:34:09.119 you first get here. If you have any questions, 00:34:09.199 --> 00:34:11.800 text me. That would be a game changer in and 00:34:11.800 --> 00:34:14.820 of itself. Yeah. Oh, yeah. In building the trust 00:34:14.820 --> 00:34:18.539 of a client or a prospective patient. Advertising 00:34:18.539 --> 00:34:22.829 can only do so much. Marketing, you know, the 00:34:22.829 --> 00:34:26.809 marketing promotion, because marketing is everything 00:34:26.809 --> 00:34:29.829 you do, but promotional stuff and advertising, 00:34:30.070 --> 00:34:33.170 it only gets them interested enough to contact 00:34:33.170 --> 00:34:39.269 you. What makes them say, oh, I'm going to this 00:34:39.269 --> 00:34:42.949 practice. I'm going to show up. I'm going to 00:34:42.949 --> 00:34:46.090 stop looking. I'm not listening to anybody else. 00:34:47.070 --> 00:34:51.099 Imagine if you did that with. somebody who referred 00:34:51.099 --> 00:34:55.739 you to this person. She used to say, you know, 00:34:55.780 --> 00:34:58.900 I know Angela referred you to us, and I just 00:34:58.900 --> 00:35:02.460 want you to know that we love Angela, so we can't 00:35:02.460 --> 00:35:08.679 wait to meet you. It's a preemptive strike against 00:35:08.679 --> 00:35:12.039 any reluctance or hesitation or even, and their 00:35:12.039 --> 00:35:15.460 anxiety is dropping about seeing you, which means 00:35:15.460 --> 00:35:18.010 their cognitive. skills are going up and their 00:35:18.010 --> 00:35:21.750 appreciation of your dentistry is going up which 00:35:21.750 --> 00:35:25.650 is what you want i resonate most fred with what 00:35:25.650 --> 00:35:29.690 you're talking about just genuine care and the 00:35:29.690 --> 00:35:33.309 willingness to do these little things that you 00:35:33.309 --> 00:35:35.289 can talk yourself out of sending a video because 00:35:35.289 --> 00:35:37.269 you don't look good or my hair is not right or 00:35:37.269 --> 00:35:39.809 whatever the case may be but really that's just 00:35:39.809 --> 00:35:43.449 an excuse yeah here's here's a here's an interesting 00:35:43.449 --> 00:35:46.929 observation the average person Looks average. 00:35:47.389 --> 00:35:50.610 Okay. Has an average appearance. Get over it. 00:35:50.730 --> 00:35:55.050 Okay. You know, we can't all be strikingly handsome 00:35:55.050 --> 00:35:58.829 until AI can fix everything that we send out, 00:35:58.929 --> 00:36:02.829 which is coming, by the way. Sure. But we don't 00:36:02.829 --> 00:36:05.289 want them to be so shocked when they actually 00:36:05.289 --> 00:36:07.570 show up in the office. They go like, where's 00:36:07.570 --> 00:36:10.210 she? Where's that doctor? We can't be catfishing. 00:36:10.349 --> 00:36:15.869 Yeah. So it's these. Things that communicate 00:36:15.869 --> 00:36:22.690 subconsciously and overtly that we offer unique 00:36:22.690 --> 00:36:26.510 care. Because otherwise, dentistry is, as you 00:36:26.510 --> 00:36:28.329 and I know in the advertising world, what we 00:36:28.329 --> 00:36:31.730 call a parody product. It's like, they're all 00:36:31.730 --> 00:36:34.829 the same. There's 50 kinds of toilet paper. The 00:36:34.829 --> 00:36:38.130 difference in them is nominal. You need to create 00:36:38.130 --> 00:36:41.730 your uniqueness, not by the handpiece that you 00:36:41.730 --> 00:36:47.050 buy, but by... The treatment that you offer and 00:36:47.050 --> 00:36:50.650 the treating of the patient, which goes beyond 00:36:50.650 --> 00:36:54.150 the clinical treatment, how do you treat people 00:36:54.150 --> 00:37:01.250 beyond clinically? That's what matters 90%. That's 00:37:01.250 --> 00:37:03.949 a Fred statistic, but I'm very often very, very 00:37:03.949 --> 00:37:07.110 close, very close. No, I believe it. It aligns 00:37:07.110 --> 00:37:10.530 with people don't buy what you do. They buy why 00:37:10.530 --> 00:37:14.690 you do it. If you care about them and you show 00:37:14.690 --> 00:37:18.170 genuine care, that's incredibly important because 00:37:18.170 --> 00:37:21.769 you nailed it. The truth of the matter is even 00:37:21.769 --> 00:37:26.090 a bad dentist is going to do okay work. Now, 00:37:26.130 --> 00:37:29.849 it's not going to be great, but like, you know, 00:37:29.849 --> 00:37:32.449 and even the great dentist has some bad clinical 00:37:32.449 --> 00:37:37.489 cases. So it really turns out how we feel about 00:37:37.489 --> 00:37:41.349 the experience. And, you know, I can overcome 00:37:41.349 --> 00:37:45.469 a lot of challenges. I have met several patients 00:37:45.469 --> 00:37:49.130 who are really happy with a bad set of veneers. 00:37:50.230 --> 00:37:53.389 You know, it's like, those are like three millimeters 00:37:53.389 --> 00:37:57.829 longer than they should be, you know, and five 00:37:57.829 --> 00:37:59.989 shades whiter than they should be. It's like 00:37:59.989 --> 00:38:03.750 you've got headlights on all the time, but they 00:38:03.750 --> 00:38:05.849 couldn't be happier. Couldn't be happier, no. 00:38:05.989 --> 00:38:10.090 Yeah. Yes. Fred, thank you so much for your time. 00:38:10.710 --> 00:38:12.869 thoroughly enjoyed the conversation and we'll 00:38:12.869 --> 00:38:15.789 link out to your books and, and, you know, uh, 00:38:16.130 --> 00:38:18.809 uh, all your website and everything, but thank 00:38:18.809 --> 00:38:20.590 you so much for your time. This has been amazing. 00:38:21.250 --> 00:38:24.949 No, it's been my pleasure. Obviously I'm, I'm 00:38:24.949 --> 00:38:28.489 still very passionate about this. No, I'm glad 00:38:28.489 --> 00:38:30.969 we need a, we need a champion out there and the, 00:38:31.070 --> 00:38:35.309 uh, asking people to be super bold. I, I comparisons, 00:38:35.449 --> 00:38:39.739 the enemy of joy. And as we, You would think 00:38:39.739 --> 00:38:44.559 with all the information on the internet, we 00:38:44.559 --> 00:38:47.119 would know that we need to be bold and take chances 00:38:47.119 --> 00:38:49.159 and do things that people aren't willing to do. 00:38:49.199 --> 00:38:53.199 But we sure work to keep ourselves small sometimes 00:38:53.199 --> 00:38:56.679 as business owners. And it's unfortunately to 00:38:56.679 --> 00:38:59.760 our detriment. Yeah. Nobody stops us more than 00:38:59.760 --> 00:39:02.780 we do. That's right. That's it. Fred, thank you 00:39:02.780 --> 00:39:04.539 so much for your time. My pleasure.