WEBVTT 00:00:01.479 --> 00:00:04.839 Welcome to By Size Dental Marketing. Today, we 00:00:04.839 --> 00:00:07.820 have my co -founder, Andre, and my co -host, 00:00:07.839 --> 00:00:11.800 Ian. I want to talk about Storio and what that 00:00:11.800 --> 00:00:15.580 means for us. So many agencies are out there 00:00:15.580 --> 00:00:18.399 selling SEO, and SEO is a big deal. It always 00:00:18.399 --> 00:00:21.519 has been. Since the mid-'90s, people have been 00:00:21.519 --> 00:00:26.120 trying to game Google. And we've, through the 00:00:26.120 --> 00:00:29.500 years, developed our flavor of that. And today 00:00:29.500 --> 00:00:31.039 we want to talk about it and bring it to the 00:00:31.039 --> 00:00:37.320 world. So, Andre, as the author of Storio and 00:00:37.320 --> 00:00:41.759 the idea generator on these things, lay the groundwork 00:00:41.759 --> 00:00:45.659 of how we ended up here. Thanks, Eric. You know, 00:00:45.700 --> 00:00:48.479 I think before you can get to Storio, Storio 00:00:48.479 --> 00:00:52.020 is sort of a new word that we coined within the 00:00:52.020 --> 00:00:56.020 agency. You have to go back in time to how we 00:00:56.020 --> 00:00:57.600 have approached marketing for the last several 00:00:57.600 --> 00:00:59.640 years, what we think is happening in the industry 00:00:59.640 --> 00:01:02.840 that landed us here. One of the things that we 00:01:02.840 --> 00:01:05.840 talk about regularly is when someone is talking 00:01:05.840 --> 00:01:09.959 about advertising, there's really two sides of 00:01:09.959 --> 00:01:13.239 that equation to make advertising work. You have 00:01:13.239 --> 00:01:17.500 the tactics or the mechanisms, perhaps is a better 00:01:17.500 --> 00:01:22.099 word for it, to deliver. some messaging. So the 00:01:22.099 --> 00:01:24.400 tactics here would be, whether it's Google Ads 00:01:24.400 --> 00:01:28.340 or Facebook Ads or Mailer, those are really a 00:01:28.340 --> 00:01:32.219 way to get a set of words, a video or image in 00:01:32.219 --> 00:01:36.079 front of that prospective customer. So tactics 00:01:36.079 --> 00:01:38.819 is something that the industry as a whole pays 00:01:38.819 --> 00:01:41.189 a lot of attention to because... You're thinking 00:01:41.189 --> 00:01:44.510 about the technical side of marketing, the optimizations, 00:01:44.629 --> 00:01:47.810 the targeting, lookalike audiences, all of those 00:01:47.810 --> 00:01:50.629 things go into that bucket. The second bucket 00:01:50.629 --> 00:01:52.370 is something that we think people don't talk 00:01:52.370 --> 00:01:55.569 about enough, which is the messaging. In other 00:01:55.569 --> 00:01:58.109 words, you spend all of this time and money and 00:01:58.109 --> 00:02:01.769 energy into getting in front of this ideal patient, 00:02:01.909 --> 00:02:04.310 perhaps. But we don't spend a lot of time thinking 00:02:04.310 --> 00:02:06.010 about what are we going to say when we are in 00:02:06.010 --> 00:02:08.849 front of them. So in our agency, we really put 00:02:08.849 --> 00:02:10.610 a lot of emphasis over the last several years 00:02:10.610 --> 00:02:13.949 on talking to people and connecting to them and 00:02:13.949 --> 00:02:17.469 putting ourselves in the mindset of what they 00:02:17.469 --> 00:02:20.810 might be experiencing when they land on one of 00:02:20.810 --> 00:02:23.770 our clients' websites. And so that focus on messaging 00:02:23.770 --> 00:02:26.030 is something that started really high level. 00:02:26.460 --> 00:02:29.900 that we wanted to apply, not just to the website, 00:02:30.219 --> 00:02:32.240 but to the paid campaigns, the video content 00:02:32.240 --> 00:02:35.680 we created. And the emphasis at some point came 00:02:35.680 --> 00:02:39.500 down to SEO. And with SEO, and you're thinking 00:02:39.500 --> 00:02:44.219 about the tactics, it was this almost scary emotion 00:02:44.219 --> 00:02:49.020 of, do we prioritize the messaging? Meaning the 00:02:49.020 --> 00:02:52.379 words that we want on the first page of the website, 00:02:52.460 --> 00:02:54.780 the first section of the homepage of the website. 00:02:56.300 --> 00:02:59.300 What are you giving up if you do that? And traditional 00:02:59.300 --> 00:03:02.580 SEO would say you have to have dentist and city 00:03:02.580 --> 00:03:05.120 so that Google can make you high once someone. 00:03:05.319 --> 00:03:08.099 And surrounding areas. Are you referring, when 00:03:08.099 --> 00:03:10.300 you say traditional SEO, are you talking about 00:03:10.300 --> 00:03:12.719 all the battles that you and I had when I originally 00:03:12.719 --> 00:03:16.599 started at this agency? Yeah. That's all I think 00:03:16.599 --> 00:03:19.080 about. And those are, you know, those are growing 00:03:19.080 --> 00:03:21.340 things. And I think that's what everybody knows. 00:03:21.460 --> 00:03:24.169 I mean, people have been spinning glass. 10 years, 00:03:24.289 --> 00:03:25.889 like Eric said earlier, trying to figure out 00:03:25.889 --> 00:03:28.830 what does Google want? And yes, at some point, 00:03:28.870 --> 00:03:33.169 having Dennis near you in the URL and then Dennis 00:03:33.169 --> 00:03:36.009 near you on the homepage was what would have 00:03:36.009 --> 00:03:38.050 worked. But that has changed. And I think that 00:03:38.050 --> 00:03:41.050 conversation within our agency, within our content 00:03:41.050 --> 00:03:43.550 departments, within our SEO department, as well 00:03:43.550 --> 00:03:47.050 as SEO, when our team started saying, you know 00:03:47.050 --> 00:03:52.150 what, let's not focus on the ranking number as 00:03:52.150 --> 00:03:54.810 the only thing. Let's focus on the story. And 00:03:54.810 --> 00:03:56.849 that's when they coined the term story. Because 00:03:56.849 --> 00:03:59.129 we're putting more emphasis on the story and 00:03:59.129 --> 00:04:01.250 that patient journey and the emotional connection 00:04:01.250 --> 00:04:05.870 above just the metrics that a random tool may 00:04:05.870 --> 00:04:09.270 be tracking. So that's the journey, how we got 00:04:09.270 --> 00:04:13.740 here. And for me, there's three. important points 00:04:13.740 --> 00:04:16.639 to the story of journey. The first one is it 00:04:16.639 --> 00:04:19.740 is crazy to think that Google with all their 00:04:19.740 --> 00:04:22.160 algorithms, all the intelligence they have, all 00:04:22.160 --> 00:04:24.920 the data and metadata they have about a practice 00:04:24.920 --> 00:04:27.579 needs to know that it's in Burleson. Like my 00:04:27.579 --> 00:04:31.100 address is in Burleson. I, of course I'm in Burleson. 00:04:31.120 --> 00:04:33.920 I have so many things at radio where I'm at putting 00:04:33.920 --> 00:04:36.839 dentist in Burleson is not particularly, it, 00:04:36.920 --> 00:04:42.159 it can't be affected. The second one is. And 00:04:42.159 --> 00:04:44.079 Google has proven time and time again that as 00:04:44.079 --> 00:04:46.339 soon as everyone is doing something, they pivot 00:04:46.339 --> 00:04:49.600 the algorithm because as soon as the system begins 00:04:49.600 --> 00:04:53.560 to get gamed, it's no longer a viable system. 00:04:53.660 --> 00:04:56.480 So they've changed the algorithm. And the third 00:04:56.480 --> 00:05:01.680 is we've taken over so many accounts that invested 00:05:01.680 --> 00:05:04.019 heavily in SEO. We've spent a ton of time doing 00:05:04.019 --> 00:05:15.839 classic SEO. ultra high ranking on SEMrush and 00:05:15.839 --> 00:05:19.360 new patients coming in the door because what 00:05:19.360 --> 00:05:24.079 we only understood recently and the industry's 00:05:24.079 --> 00:05:26.959 been coming around is when SEMrush or these tools 00:05:26.959 --> 00:05:29.660 give you that report, it's their interpretation 00:05:29.660 --> 00:05:33.279 of what they think Google wants, but it's their 00:05:33.279 --> 00:05:35.740 interpretation of it. It's not actually built 00:05:35.740 --> 00:05:39.199 in any grounded science when you get down to 00:05:39.199 --> 00:05:43.120 a niche. And that gets complex when you have 00:05:43.120 --> 00:05:46.060 enough data like we do across several hundred 00:05:46.060 --> 00:05:50.819 practices and not only their website performance, 00:05:51.019 --> 00:05:53.579 but also their empirical business performance 00:05:53.579 --> 00:05:56.759 as well. So I think those two things help lead 00:05:56.759 --> 00:06:00.040 us to the timing of the introduction of Storio. 00:06:00.220 --> 00:06:02.860 I would also add there, Eric, that the industry 00:06:02.860 --> 00:06:06.360 forced us in a big way, AI specifically, and 00:06:06.360 --> 00:06:10.549 as you said now, as Google would pivot to, to 00:06:10.549 --> 00:06:14.329 becoming something that comprehends rather than 00:06:14.329 --> 00:06:16.889 something that is just reading a line of code 00:06:16.889 --> 00:06:20.990 and that's where before if you looked at as andre 00:06:20.990 --> 00:06:24.420 was saying now if it's um dentist in Burleson 00:06:24.420 --> 00:06:28.019 or dentist in Mansfield or pediatric dentist 00:06:28.019 --> 00:06:30.779 Mansfield, these type of keywords, it was a bit 00:06:30.779 --> 00:06:33.420 more basic algorithm running. And that's why 00:06:33.420 --> 00:06:35.920 when the two of you had started this company 00:06:35.920 --> 00:06:39.800 over a decade ago now, if you put those keywords 00:06:39.800 --> 00:06:41.600 in and you worked at that and you did it in a 00:06:41.600 --> 00:06:44.420 good way, you would be rewarded. But now with 00:06:44.420 --> 00:06:47.060 the climb of, do you want to challenge that? 00:06:48.699 --> 00:06:51.839 I'm going to say, the reason I laugh at that 00:06:51.839 --> 00:06:56.550 is, SEO has been – I think this has been riding 00:06:56.550 --> 00:07:00.269 on the wall for a long time. But I don't know 00:07:00.269 --> 00:07:02.250 that it was particularly effective even then. 00:07:03.310 --> 00:07:05.769 But it would get – my point is it could rank 00:07:05.769 --> 00:07:07.889 you in some way. It would get you somewhere more 00:07:07.889 --> 00:07:10.990 so than it does today. It would improve a report 00:07:10.990 --> 00:07:14.889 that made it look like you were having an effective 00:07:14.889 --> 00:07:18.470 campaign. Yes. So you're saying – but as you 00:07:18.470 --> 00:07:20.449 were saying, then a new patience and those things 00:07:20.449 --> 00:07:23.519 would not – would not follow to some extent okay 00:07:23.519 --> 00:07:27.779 so i guess what i'll say then is let's stay on 00:07:27.779 --> 00:07:30.920 the train of the actual technology behind google 00:07:30.920 --> 00:07:34.360 has improved up until today especially with the 00:07:34.360 --> 00:07:37.199 introduction of what gemini and chat gpt coming 00:07:37.199 --> 00:07:40.079 into the mix all of these things of the story 00:07:40.079 --> 00:07:43.899 that the team is telling does become way more 00:07:43.899 --> 00:07:46.970 important because Andre, you and I had that conversation 00:07:46.970 --> 00:07:49.389 where search is becoming more and more refined. 00:07:49.689 --> 00:07:52.209 We spoke about that earlier today. And as search 00:07:52.209 --> 00:07:54.550 becomes more refined, it's not just anymore about 00:07:54.550 --> 00:07:56.709 dentists in this place. It is becoming about 00:07:56.709 --> 00:08:00.009 what message does this homepage actually convey? 00:08:00.310 --> 00:08:02.670 Who are they trying to target? What are the services 00:08:02.670 --> 00:08:05.329 that are important? And that is where I see SEO 00:08:05.329 --> 00:08:07.810 going in the story that you're telling and an 00:08:07.810 --> 00:08:10.209 algorithm that's becoming increasingly smarter 00:08:10.209 --> 00:08:14.709 in how it wants to serve results to its customers. 00:08:15.399 --> 00:08:21.839 I think where I see it now is even if we put 00:08:21.839 --> 00:08:25.079 aside whether having Dennis in the city and the 00:08:25.079 --> 00:08:27.379 hero has ever worked or never worked or there 00:08:27.379 --> 00:08:31.480 is or not, even if you put that aside, you still 00:08:31.480 --> 00:08:33.799 have the problem of one way or the other, at 00:08:33.799 --> 00:08:36.220 some point through a marketing journey, a patient 00:08:36.220 --> 00:08:39.360 is going to land on that website, whether it's 00:08:39.360 --> 00:08:41.220 through an ad campaign, through organic ranking. 00:08:41.950 --> 00:08:44.850 a local event, and then you've met some people, 00:08:44.909 --> 00:08:46.490 they saw a business card, it doesn't matter. 00:08:46.690 --> 00:08:48.830 They're going to come to the website. And the 00:08:48.830 --> 00:08:52.269 bigger problem for me is that if the website 00:08:52.269 --> 00:08:57.149 was built with the intention of pleasing search 00:08:57.149 --> 00:09:00.429 engine, perhaps pleasing SEMrush or SERanking 00:09:00.429 --> 00:09:04.269 or Ahrefs or whatever the tool, you're giving 00:09:04.269 --> 00:09:09.610 up, in some instances, the... The life of the 00:09:09.610 --> 00:09:11.850 practice, the emotional connection, and the reason 00:09:11.850 --> 00:09:14.350 why someone would choose you. So even if you 00:09:14.350 --> 00:09:17.590 got a thousand people on your site, if they don't 00:09:17.590 --> 00:09:19.509 learn anything about you, if they don't understand 00:09:19.509 --> 00:09:22.090 why you're different, you might not get that 00:09:22.090 --> 00:09:25.730 phone call, right? As where, yes, maybe in some 00:09:25.730 --> 00:09:30.429 instances, having the story -led content that's 00:09:30.429 --> 00:09:33.169 about your core values and being really specific 00:09:33.169 --> 00:09:36.049 about what is it that you will do to take care 00:09:36.049 --> 00:09:38.519 of your patients. What I mean is, I just say 00:09:38.519 --> 00:09:41.360 treat it like family. Let's say it's exactly 00:09:41.360 --> 00:09:43.320 what they can expect when they come to the practice. 00:09:43.820 --> 00:09:46.039 What we believe will happen is even if you've 00:09:46.039 --> 00:09:48.639 got fewer people to the site, the people that 00:09:48.639 --> 00:09:51.519 do land there are, one, are more likely to convert. 00:09:51.679 --> 00:09:53.580 And by convert, I mean pick up the phone and 00:09:53.580 --> 00:09:56.340 call because they're too connected to you. And 00:09:56.340 --> 00:09:59.519 they're more likely to come in with a higher 00:09:59.519 --> 00:10:02.100 degree of trust because they know what you're 00:10:02.100 --> 00:10:06.039 all about. They know what to expect. And if they 00:10:06.039 --> 00:10:09.299 don't vibe with you, if what you're saying is 00:10:09.299 --> 00:10:11.860 not what they want, maybe they won't convert, 00:10:12.000 --> 00:10:14.360 but that's okay. The majority of our clients 00:10:14.360 --> 00:10:17.519 are higher -end, nicer practices. They're trying 00:10:17.519 --> 00:10:20.320 to do bigger cases. They're oftentimes fee -for 00:10:20.320 --> 00:10:23.779 -service, and they're looking for quality patients. 00:10:24.080 --> 00:10:27.139 And quality patients need a story to connect 00:10:27.139 --> 00:10:30.679 to in order to justify going out of network or 00:10:30.679 --> 00:10:33.320 spending several... thousands of dollars with 00:10:33.320 --> 00:10:36.840 you before they have had the opportunity to meet 00:10:36.840 --> 00:10:40.059 you. So what is all boils down is that as well. 00:10:40.120 --> 00:10:42.360 It's not just about whether or not it ranks. 00:10:42.799 --> 00:10:45.620 It's about does it do the job that the website 00:10:45.620 --> 00:10:47.679 ultimately has to do? And not just the website, 00:10:47.799 --> 00:10:49.759 your advertising and the content that you create. 00:10:50.019 --> 00:10:52.500 It has to connect with people. And I think for 00:10:52.500 --> 00:10:57.240 too long, as an industry, we've tried to connect 00:10:57.240 --> 00:11:00.789 with Google instead. And I think... As the platforms 00:11:00.789 --> 00:11:03.029 themselves are changing, it's going to become 00:11:03.029 --> 00:11:07.070 a great divider, if you will, of marketers out 00:11:07.070 --> 00:11:09.470 there and practices out there between the people 00:11:09.470 --> 00:11:12.129 who continue to do it the old -fashioned way 00:11:12.129 --> 00:11:14.289 and the people who start thinking about the future, 00:11:14.450 --> 00:11:17.389 which is building for the patients. And this 00:11:17.389 --> 00:11:19.909 becomes even more important when you look ahead 00:11:19.909 --> 00:11:24.269 and you think, how easy is it to generate thousands 00:11:24.269 --> 00:11:28.200 of pages of content? It's a query on Gemini or 00:11:28.200 --> 00:11:31.919 ChatGPT. So if everyone can create content that 00:11:31.919 --> 00:11:35.320 is, air quotes, SEO ready, what does Gemini or 00:11:35.320 --> 00:11:37.840 all the other large language models were trained 00:11:37.840 --> 00:11:41.919 on, on what is SEO ready? It's having Denison 00:11:41.919 --> 00:11:45.980 City and placating to the search engine, right? 00:11:46.120 --> 00:11:48.320 And so if you are trying to set yourself up for 00:11:48.320 --> 00:11:51.000 the future, you have to be unique. You have to 00:11:51.000 --> 00:11:53.539 be connecting with your customer. And putting 00:11:53.539 --> 00:11:55.899 that as the most important thing. And yes, maybe 00:11:55.899 --> 00:11:59.840 in the short term, some reports look less good 00:11:59.840 --> 00:12:02.460 than they used to. But at the end of the day, 00:12:02.519 --> 00:12:06.259 your job as a marketer and what you're looking 00:12:06.259 --> 00:12:09.159 for as a doctor isn't for numbers to look good 00:12:09.159 --> 00:12:11.539 on the report. It's to have cheeks and seats. 00:12:12.100 --> 00:12:15.919 And it'd be people that value who you are and 00:12:15.919 --> 00:12:17.919 why you do what you do. Because that's when you 00:12:17.919 --> 00:12:19.629 connect in self -treatment. How do you get to 00:12:19.629 --> 00:12:22.370 that content, Andre? I mean, it's theoretically, 00:12:22.649 --> 00:12:25.590 right? Take us from theory to practice of, okay, 00:12:25.669 --> 00:12:29.450 I buy in. I understand if I cater to everyone, 00:12:29.549 --> 00:12:31.269 I'm catering to no one. So I'm going to try to 00:12:31.269 --> 00:12:34.809 build my content for my audience. How do I hone 00:12:34.809 --> 00:12:38.629 down my word choice? How do I hone down what 00:12:38.629 --> 00:12:41.389 is on my homepage and about us pages, given those 00:12:41.389 --> 00:12:46.330 are the two most visited pages we have? I think 00:12:46.330 --> 00:12:48.460 there's a couple of different paths, Eric. I 00:12:48.460 --> 00:12:51.000 think there are some practices that are really 00:12:51.000 --> 00:12:54.399 clear about who their patients are and who they're 00:12:54.399 --> 00:12:57.399 trying to serve. In those cases, maybe it's, 00:12:57.399 --> 00:13:01.220 I am here specifically to treat people with anxiety. 00:13:01.639 --> 00:13:05.000 That's my ideal patient. And so then all of the 00:13:05.000 --> 00:13:08.919 content should be tying always back to, I do 00:13:08.919 --> 00:13:11.159 this thing because I know that it will lower 00:13:11.159 --> 00:13:14.519 your anxiety. So for example, maybe you have 00:13:14.519 --> 00:13:17.840 some comfort menu items around, you know, weighted 00:13:17.840 --> 00:13:20.519 blankets let's say a lot of people have those 00:13:20.519 --> 00:13:22.000 and they're nice and people say you know we have 00:13:22.000 --> 00:13:24.200 a comfort menu but you have to go that extra 00:13:24.200 --> 00:13:27.399 step and say i have this because a lot of our 00:13:27.399 --> 00:13:29.759 patients when they they feel you know office 00:13:29.759 --> 00:13:32.340 can be cold having a security having the weight 00:13:32.340 --> 00:13:34.639 gives you a sense of comfort so we took that 00:13:34.639 --> 00:13:37.840 extra step because our practice is about anxiety 00:13:37.840 --> 00:13:41.039 this is how we do the anesthesia we do buffer 00:13:41.039 --> 00:13:43.779 anesthesia because we know that the injections 00:13:43.779 --> 00:13:47.090 a lot of the reason why the people have So this 00:13:47.090 --> 00:13:49.610 is a step we take towards that. When it comes 00:13:49.610 --> 00:13:51.850 to billing, we know that a lot of people have 00:13:51.850 --> 00:13:54.570 anxiety around getting a surprise bill and putting 00:13:54.570 --> 00:13:56.789 financial stress on their family. So for that 00:13:56.789 --> 00:13:59.330 reason, we have this payment plan option. We 00:13:59.330 --> 00:14:01.990 have a membership plan. We will look at the bill 00:14:01.990 --> 00:14:04.210 together with you before you leave. And we're 00:14:04.210 --> 00:14:06.769 going to stand by whatever number we said. And 00:14:06.769 --> 00:14:08.389 if things turn out to be different later, we're 00:14:08.389 --> 00:14:10.950 going to honor it because we did this approval 00:14:10.950 --> 00:14:13.549 thing beforehand. So you can have peace that 00:14:13.549 --> 00:14:17.440 it's going to be right. What am I doing with 00:14:17.440 --> 00:14:21.840 my words here? I'm focusing on my why and I'm 00:14:21.840 --> 00:14:26.480 being very descriptive about the things that 00:14:26.480 --> 00:14:28.820 I'm doing, how they tie back to my why. So that's 00:14:28.820 --> 00:14:32.159 option one. You have a singular focus and that's 00:14:32.159 --> 00:14:34.600 what you're doing. I think option two, which 00:14:34.600 --> 00:14:37.080 sometimes practices want to serve a variety of 00:14:37.080 --> 00:14:39.960 different patients and it's not this singular 00:14:39.960 --> 00:14:43.980 focus. I think in those cases, the easiest way 00:14:43.980 --> 00:14:47.860 to start It's by looking inside of who you are 00:14:47.860 --> 00:14:50.460 and your core values and how you run your team 00:14:50.460 --> 00:14:53.080 and what you want the patient experience to be. 00:14:53.620 --> 00:14:56.899 And being, again, very descriptive about this 00:14:56.899 --> 00:14:59.620 is what you can expect at your first visit and 00:14:59.620 --> 00:15:02.220 during the next appointment and the next appointment 00:15:02.220 --> 00:15:04.960 and afterwards so that you're painting a very 00:15:04.960 --> 00:15:08.200 clear picture that's different than I have a 00:15:08.200 --> 00:15:11.220 great team and we provide excellent care because 00:15:11.220 --> 00:15:13.250 that's what everybody else is saying. It's not 00:15:13.250 --> 00:15:14.990 specific enough. I think the name of the game, 00:15:15.029 --> 00:15:18.610 Eric, is going to be how specific can you be 00:15:18.610 --> 00:15:22.649 about who you are and what you do? Because no 00:15:22.649 --> 00:15:26.730 large language model is going to be able to create 00:15:26.730 --> 00:15:30.250 that for you or for anyone else. And that's not 00:15:30.250 --> 00:15:31.669 to say that we shouldn't be leveraging those 00:15:31.669 --> 00:15:35.429 tools to help us ideate and create content and 00:15:35.429 --> 00:15:38.049 do all that. But it's a difference between asking 00:15:38.049 --> 00:15:41.669 the tool to do it for you versus leveraging it. 00:15:42.000 --> 00:15:45.879 to maybe giving you a baseline idea of what you 00:15:45.879 --> 00:15:48.980 want to create and coming in behind it and adding 00:15:48.980 --> 00:15:51.639 on that flavor that's unique to you and no one 00:15:51.639 --> 00:15:54.919 else. And the other advice that I give regularly 00:15:54.919 --> 00:15:58.519 is when I'm talking about what makes you special 00:15:58.519 --> 00:16:01.720 or what you do that you need, don't anchor to 00:16:01.720 --> 00:16:04.720 what your peers do. Because maybe in relationship 00:16:04.720 --> 00:16:07.480 to those peers, you will feel like it's not special 00:16:07.480 --> 00:16:10.840 because all of them do it. All of them spend 00:16:10.840 --> 00:16:13.519 time with their patients. But if you think about 00:16:13.519 --> 00:16:17.580 the average person has had two, maybe three dentists 00:16:17.580 --> 00:16:20.000 in their lifetime, maybe one of them was a DSO, 00:16:20.139 --> 00:16:22.519 maybe one of them was a low -quality office, 00:16:22.860 --> 00:16:25.039 something that's different than your experience. 00:16:25.419 --> 00:16:29.259 So talk about, anchor them to this is what we 00:16:29.259 --> 00:16:31.559 do and how it's different than maybe what you've 00:16:31.559 --> 00:16:34.100 experienced before, Mr. and Mrs. Patience, so 00:16:34.100 --> 00:16:37.580 that they have the reference point. When I say... 00:16:38.460 --> 00:16:41.580 We don't rush our appointments and we run them 00:16:41.580 --> 00:16:43.639 on time. If we told you it's going to be one 00:16:43.639 --> 00:16:45.820 o 'clock, you can bet your last dollar that it's 00:16:45.820 --> 00:16:48.159 going to be one o 'clock. I'm already signaling 00:16:48.159 --> 00:16:50.360 to you that some people may not do that. Because 00:16:50.360 --> 00:16:53.340 if I'm bragging about it, it's not a given. Otherwise, 00:16:53.480 --> 00:16:56.159 I wouldn't be highlighting it. So being specific 00:16:56.159 --> 00:16:59.580 is really important there. And again, putting 00:16:59.580 --> 00:17:02.840 yourself in the mindset of who is this person 00:17:02.840 --> 00:17:04.789 that I'm connecting with? what they might be 00:17:04.789 --> 00:17:07.210 experiencing when they get here, and try to address 00:17:07.210 --> 00:17:10.910 those concerns so that they feel heard and seen 00:17:10.910 --> 00:17:13.549 and that you understand what they're going through 00:17:13.549 --> 00:17:16.029 when they land on your site. What do you tell 00:17:16.029 --> 00:17:19.569 someone who's done it, I mean, for years the 00:17:19.569 --> 00:17:22.369 other way, or they've just had an SEO company 00:17:22.369 --> 00:17:24.910 doing their marketing, or they go to their website 00:17:24.910 --> 00:17:27.069 and their website doesn't reflect them? How do 00:17:27.069 --> 00:17:31.170 you get them from this ideation phase to go through 00:17:31.170 --> 00:17:33.559 the journey you did? Is it, you know, I need 00:17:33.559 --> 00:17:35.859 to build a new site? Do I need to go take down 00:17:35.859 --> 00:17:37.660 all my, you know, do I need to wipe out my social 00:17:37.660 --> 00:17:42.319 media posts and file new? How do I tactically 00:17:42.319 --> 00:17:46.339 get from here to there? I think the first step, 00:17:46.420 --> 00:17:50.539 Eric, is do you have faith? Do you even believe 00:17:50.539 --> 00:17:54.099 in this idea? Do you believe when you look around 00:17:54.099 --> 00:17:57.359 and the businesses that you interact with, all 00:17:57.359 --> 00:17:59.119 of us have had the experience of landing on the 00:17:59.119 --> 00:18:02.369 site that you know for sure. was not built for 00:18:02.369 --> 00:18:04.890 another human being to consume because of how 00:18:04.890 --> 00:18:07.609 it's structured, the word, the choices and all 00:18:07.609 --> 00:18:09.609 that. The reason why I think faith isn't the 00:18:09.609 --> 00:18:14.390 number one thing is because you won't allow yourself 00:18:14.390 --> 00:18:18.009 to take this next step without that faith. And 00:18:18.009 --> 00:18:21.089 what I mean is the moment that people that don't 00:18:21.089 --> 00:18:22.650 have faith, even clients sometimes that don't 00:18:22.650 --> 00:18:24.650 have faith in this yet, the moment that they 00:18:24.650 --> 00:18:28.390 see the usual tools that they usually use change 00:18:28.390 --> 00:18:31.240 their ranking. they immediately panic and they 00:18:31.240 --> 00:18:34.559 go back to comfort, right? So just like anything 00:18:34.559 --> 00:18:37.640 else in life, you can't grab on to the new thing 00:18:37.640 --> 00:18:40.039 without letting go of the old thing. So first 00:18:40.039 --> 00:18:42.059 you got to look in the mirror and decide how 00:18:42.059 --> 00:18:44.019 much do you believe in this? How much are you 00:18:44.019 --> 00:18:45.759 willing to live in the future versus in the past? 00:18:46.140 --> 00:18:49.700 How much are you willing to delay instant gratification 00:18:49.700 --> 00:18:53.700 for this future benefit, right? I think that's 00:18:53.700 --> 00:18:56.420 number one. I think number two comes next is 00:18:56.420 --> 00:18:59.619 partnership. meaning no marketing agency, ourselves 00:18:59.619 --> 00:19:02.740 included, is going to be able to represent you 00:19:02.740 --> 00:19:06.339 without you. So that means spending time with 00:19:06.339 --> 00:19:08.619 your company or yourself if you're doing it on 00:19:08.619 --> 00:19:12.859 your own, thinking about what do you want. If 00:19:12.859 --> 00:19:16.059 you had the largest megaphone in the world, what 00:19:16.059 --> 00:19:19.420 would you want everyone in that area that's your 00:19:19.420 --> 00:19:23.400 ideal patient to know? There's a book. I think 00:19:23.400 --> 00:19:25.740 it's The Seven Habits of Highly Effective People. 00:19:26.460 --> 00:19:29.680 They do this exercise where if you want to live 00:19:29.680 --> 00:19:33.039 a good life, one of the things that you can do 00:19:33.039 --> 00:19:36.619 is close your eyes, really focus, and pretend 00:19:36.619 --> 00:19:41.279 that it's your funeral. And you're there in spirit, 00:19:41.619 --> 00:19:42.839 or however you want to call it. You're flying 00:19:42.839 --> 00:19:46.859 on the wall, and you're watching your eulogy. 00:19:47.339 --> 00:19:50.660 And you go through the exercise of what would 00:19:50.660 --> 00:19:53.960 you want your spouse to say about who you are? 00:19:54.380 --> 00:19:56.779 What would you want your coworkers to say about 00:19:56.779 --> 00:19:58.759 who you are? What would you want your children 00:19:58.759 --> 00:20:02.759 to say about how you were as a parent? You go 00:20:02.759 --> 00:20:06.119 through the exercise and you really try to get 00:20:06.119 --> 00:20:08.559 deep into what would make you really proud of 00:20:08.559 --> 00:20:12.079 how you lived. Because whatever those answers 00:20:12.079 --> 00:20:15.920 are, those are the things that are really important 00:20:15.920 --> 00:20:18.119 to you. And then once you know that, you have 00:20:18.119 --> 00:20:21.240 to now start living in a way that contributes 00:20:21.240 --> 00:20:25.359 to that eulogy. And anytime you're making decisions 00:20:25.359 --> 00:20:27.700 that are out of alignment with that eulogy, you 00:20:27.700 --> 00:20:29.779 need to check yourself and think, wait, that's 00:20:29.779 --> 00:20:33.759 not who I want to be. I think there's a parallel 00:20:33.759 --> 00:20:36.779 of what you can do with your marketing and your 00:20:36.779 --> 00:20:40.640 practice in thinking, what would you like everyone 00:20:40.640 --> 00:20:43.700 as your best patients to say about you and who 00:20:43.700 --> 00:20:46.079 you are and how you do dentistry? And your anxious 00:20:46.079 --> 00:20:48.079 patients and your full mouth rehab patients, 00:20:48.440 --> 00:20:52.119 your emergency patients. And then whatever those 00:20:52.119 --> 00:20:55.160 answers are. And I mean, it takes work, Eric. 00:20:55.220 --> 00:20:58.220 It takes introspection to get into that level 00:20:58.220 --> 00:21:01.759 of detail. But whatever those answers are, that's 00:21:01.759 --> 00:21:04.220 the starting point for what needs to be in your 00:21:04.220 --> 00:21:05.960 advertising, what needs to be in your website, 00:21:06.140 --> 00:21:08.160 but more importantly, how you actually need to 00:21:08.160 --> 00:21:10.839 practice. At the end of the day, this has to 00:21:10.839 --> 00:21:13.519 come from a place of this is truly who you are, 00:21:13.680 --> 00:21:16.839 because if it's not, it's going to show when 00:21:16.839 --> 00:21:19.039 the patients come to the door and the experience 00:21:19.039 --> 00:21:20.920 that they thought they were going to have doesn't 00:21:20.920 --> 00:21:23.779 match what they have. But it takes work and it 00:21:23.779 --> 00:21:25.859 takes commitment. But I think if you put the 00:21:25.859 --> 00:21:28.660 work in defining who you are and then sharing 00:21:28.660 --> 00:21:30.759 that with your marketing agency, helping them 00:21:30.759 --> 00:21:33.640 craft a message, and you have the leap of faith, 00:21:33.740 --> 00:21:36.519 I think you can get to this promised land that 00:21:36.519 --> 00:21:38.700 I'm talking about. I liked everything that you 00:21:38.700 --> 00:21:43.859 said in being true to yourself and when you have 00:21:43.859 --> 00:21:47.180 the megaphone and not trying to catch every fish, 00:21:47.279 --> 00:21:49.759 but the fish that matter to you and the practice 00:21:49.759 --> 00:21:52.750 and the type of patient that you want. Now, one 00:21:52.750 --> 00:21:56.490 mistake we often see, Eric, on that, though, 00:21:56.549 --> 00:21:59.670 is that practices then just talk about themselves. 00:22:00.650 --> 00:22:02.809 They go in there and they say, okay, what is 00:22:02.809 --> 00:22:04.529 the message we want to put out there? And then 00:22:04.529 --> 00:22:09.349 when you read a website, you realize, but all 00:22:09.349 --> 00:22:11.890 that this website is doing is saying how great 00:22:11.890 --> 00:22:13.910 the practice is and how great the technology 00:22:13.910 --> 00:22:16.910 is and that you're going to feel at home and 00:22:16.910 --> 00:22:21.750 just like family. Here at Pain Free, we did StoryBrand. 00:22:22.650 --> 00:22:25.549 It's basically a framework. It's a book that 00:22:25.549 --> 00:22:30.829 we did in our book club of you as the dental 00:22:30.829 --> 00:22:33.809 practice or the dentist and us as the marketers 00:22:33.809 --> 00:22:36.589 when we work on marketing, we're actually just 00:22:36.589 --> 00:22:40.109 the guide. We need to remember that the patient 00:22:40.109 --> 00:22:44.069 is the hero in the story. And in that copy, you 00:22:44.069 --> 00:22:46.829 need to figure out what are you doing to convince 00:22:46.829 --> 00:22:50.640 this person. that you are the right option not 00:22:50.640 --> 00:22:52.720 by talking about yourself all the time and how 00:22:52.720 --> 00:22:55.440 great you are but what is the actual value proposition 00:22:55.440 --> 00:23:00.599 in the in the anxiety example that you said don't 00:23:00.599 --> 00:23:03.559 yes have the comfort menu say but what does that 00:23:03.559 --> 00:23:06.039 actually mean for that patient when they come 00:23:06.039 --> 00:23:10.559 in to your office and that's something that eric 00:23:10.559 --> 00:23:12.500 if you say now what dentists that know nothing 00:23:12.500 --> 00:23:15.539 that don't know i encourage dentists take a second 00:23:15.539 --> 00:23:18.079 go look at your website and if Whatever marketing 00:23:18.079 --> 00:23:20.819 company you're using, all they're doing is saying 00:23:20.819 --> 00:23:23.220 how this is the base and we're the base and feel 00:23:23.220 --> 00:23:25.559 at home and all these generic terms. Then that's 00:23:25.559 --> 00:23:27.220 a good starting point for you to start thinking 00:23:27.220 --> 00:23:29.980 about how do I want to tell my story. I think 00:23:29.980 --> 00:23:31.559 that's where I understood about intentionality 00:23:31.559 --> 00:23:36.680 and getting a partner because I don't know that 00:23:36.680 --> 00:23:40.059 I know how to talk about myself. A, it's not 00:23:40.059 --> 00:23:42.559 something most people are naturally inclined 00:23:42.559 --> 00:23:46.099 to be excited about. And I know we all like, 00:23:46.119 --> 00:23:49.480 what's the phrase? Our names are our favorite 00:23:49.480 --> 00:23:53.119 thing to hear. And I think it's true. It's also 00:23:53.119 --> 00:23:58.420 hard to talk about yourself publicly. And I swear 00:23:58.420 --> 00:24:02.960 you're going to need help to craft the, I have 00:24:02.960 --> 00:24:09.960 the latest technology, that phrase into, we have 00:24:09.960 --> 00:24:12.880 a cone beam. So when we place implants, we can. 00:24:13.599 --> 00:24:17.019 you know, absolutely work around nerves. We can 00:24:17.019 --> 00:24:19.039 pivot the, you know, we can point to the bone 00:24:19.039 --> 00:24:21.480 and get the right angle. And what we're doing 00:24:21.480 --> 00:24:24.359 by doing that, we're accelerating healing to 00:24:24.359 --> 00:24:28.920 improve the, you know, the success rate of this 00:24:28.920 --> 00:24:33.839 implant. So if you just ask me what makes me 00:24:33.839 --> 00:24:38.160 different, I would struggle to articulate. the 00:24:38.160 --> 00:24:40.920 why without like under saying a lot of work. 00:24:41.559 --> 00:24:44.740 And that is where the framework of, of that, 00:24:44.799 --> 00:24:48.400 that, you know, an agency can provide you would 00:24:48.400 --> 00:24:50.859 be so beneficial because otherwise you just see, 00:24:50.900 --> 00:24:52.839 you know, you, you, you basically do an evolved 00:24:52.839 --> 00:24:54.599 version of, you know, I'm over here and I'm open, 00:24:54.660 --> 00:24:57.140 you know, the worst sign to see on a restaurant 00:24:57.140 --> 00:25:03.500 is now open, you know, you know, or, or open 00:25:03.500 --> 00:25:05.680 for business. Anytime you see that, that's not 00:25:05.680 --> 00:25:09.619 a good sign to see. And, you know, we have the 00:25:09.619 --> 00:25:12.599 latest technology is an easy phrase to say, but 00:25:12.599 --> 00:25:15.240 it doesn't actually have any meaning because 00:25:15.240 --> 00:25:16.680 I'm not going over there for the technology. 00:25:18.720 --> 00:25:20.660 I'm going there because the connection with the 00:25:20.660 --> 00:25:24.140 dentist. Like you always say, no one has ever 00:25:24.140 --> 00:25:28.779 selected a practice purely on the fact that. 00:25:29.359 --> 00:25:32.099 hey, I can't wait to see this new piece of technology 00:25:32.099 --> 00:25:34.579 that they have in this practice. I cannot wait 00:25:34.579 --> 00:25:39.579 to see your new cone beam. I'm so excited. Let's 00:25:39.579 --> 00:25:42.980 pretend for a moment that someone really did 00:25:42.980 --> 00:25:45.859 care about that. Because again, everybody is 00:25:45.859 --> 00:25:48.160 different. There's always going to be someone 00:25:48.160 --> 00:25:50.660 else who's also got a cone beam. So a cone beam 00:25:50.660 --> 00:25:53.400 for a cone beam, they can choose anywhere. I 00:25:53.400 --> 00:25:57.839 think the doctrine says, look, I know. that making 00:25:57.839 --> 00:26:01.259 doing some of these procedures like all on four 00:26:01.259 --> 00:26:06.279 is really scary and it's expensive and you certainly 00:26:06.279 --> 00:26:09.299 wouldn't want to pay for that twice you certainly 00:26:09.299 --> 00:26:11.680 wouldn't want to take money from your family 00:26:11.680 --> 00:26:14.299 and your savings and your kids college fund whatever 00:26:14.299 --> 00:26:16.779 the case may be to invest in this thing and be 00:26:16.779 --> 00:26:20.119 disappointed at the end so because of that we 00:26:20.119 --> 00:26:22.380 invest in this technology because it greatly 00:26:22.380 --> 00:26:25.099 reduces chances of failure And that's really 00:26:25.099 --> 00:26:26.680 important to me because I know how much you pour 00:26:26.680 --> 00:26:30.640 into getting this done. And we know X, Y, Z. 00:26:31.039 --> 00:26:33.640 It's showing that I understand what the patient 00:26:33.640 --> 00:26:36.619 is feeling in that moment. And I'm tying my technology, 00:26:36.720 --> 00:26:39.059 I'm tying my operations, I'm tying my approach 00:26:39.059 --> 00:26:42.720 to address this person that I really understand 00:26:42.720 --> 00:26:46.940 and I care about. And yes, not everyone is going 00:26:46.940 --> 00:26:48.960 to care about that. There are some population 00:26:48.960 --> 00:26:51.740 who does not care whatsoever how you're getting 00:26:51.740 --> 00:26:53.819 this implant done. They just want another tooth 00:26:53.819 --> 00:26:55.819 in the place where it's missing, and they want 00:26:55.819 --> 00:26:57.799 to know how long until I can eat. And that's 00:26:57.799 --> 00:27:00.759 okay. There is a dentist out there that's going 00:27:00.759 --> 00:27:05.000 to match that desire. And your goal is to find 00:27:05.000 --> 00:27:07.740 the people who value what you value. And so the 00:27:07.740 --> 00:27:09.900 reason I'm sharing this also is because I don't 00:27:09.900 --> 00:27:12.680 want it to come across as unless you're this 00:27:12.680 --> 00:27:15.460 really noble person and you have these really 00:27:15.460 --> 00:27:17.680 big aspirations that you can't be successful. 00:27:18.640 --> 00:27:21.359 That's not it. If your thing is, I want to be 00:27:21.359 --> 00:27:23.680 the cheapest person in town, no matter what. 00:27:24.119 --> 00:27:27.920 Walmart gives money back, rollback, price guarantee, 00:27:28.119 --> 00:27:29.700 whatever it is, right? Lowest price guarantee, 00:27:29.859 --> 00:27:32.140 right? Like they have a very successful business 00:27:32.140 --> 00:27:34.880 model, but no one is walking into Walmart expecting 00:27:34.880 --> 00:27:40.259 to get Nordstrom quality. But to them, that value, 00:27:40.380 --> 00:27:42.799 the lowest price guarantee is the most important 00:27:42.799 --> 00:27:45.920 thing. And there are some patients who are going 00:27:45.920 --> 00:27:48.339 to have a similar feeling of, Something else 00:27:48.339 --> 00:27:50.400 is the most important thing. And all the things 00:27:50.400 --> 00:27:51.640 we've been talking about in terms of example 00:27:51.640 --> 00:27:55.380 are not. In which case, embrace that. If that's 00:27:55.380 --> 00:27:57.960 who you are, just be really clear so that you 00:27:57.960 --> 00:28:00.460 connect with those people. But the patient who 00:28:00.460 --> 00:28:04.059 really values, you know, the experience and the 00:28:04.059 --> 00:28:05.380 emotion and all the things we're talking about, 00:28:05.579 --> 00:28:08.559 when they see lowest price guarantee, they are 00:28:08.559 --> 00:28:11.240 likely not going to connect with that. And again, 00:28:11.359 --> 00:28:14.119 that is okay. Our job is not to connect with 00:28:14.119 --> 00:28:16.369 everyone. is to connect with the people who want 00:28:16.369 --> 00:28:20.609 what we have to offer. And so, you know, I think 00:28:20.609 --> 00:28:23.049 that's an important takeaway. Whatever it is 00:28:23.049 --> 00:28:24.670 that you are, whatever it is that's important 00:28:24.670 --> 00:28:26.849 to you, or you believe that's the thing that's 00:28:26.849 --> 00:28:28.309 important to the patient that you want to attract, 00:28:28.609 --> 00:28:32.250 that needs to be unequivocally the focal point 00:28:32.250 --> 00:28:35.569 and nothing else. We talked about how Surio started 00:28:35.569 --> 00:28:38.829 with the SEO team as we were having this debate 00:28:38.829 --> 00:28:42.750 around the website content. But as it's grown 00:28:42.750 --> 00:28:46.200 as a movement inside our agency, It's permeated 00:28:46.200 --> 00:28:49.900 throughout our department. So how do we bring 00:28:49.900 --> 00:28:53.480 this to the people? What is next on it for us? 00:28:53.839 --> 00:28:57.019 I'd love to talk more about how does this play 00:28:57.019 --> 00:28:59.980 a role in the paid campaigns, whether it be Google 00:28:59.980 --> 00:29:02.680 or meta campaigns? How does it play a role in 00:29:02.680 --> 00:29:05.299 overall website development design and all the 00:29:05.299 --> 00:29:08.559 other parts of our agency, and more importantly, 00:29:08.720 --> 00:29:12.819 what doctors and what practices need to be successful? 00:29:13.339 --> 00:29:16.660 Next up, we have Shimmer and with the SEO team 00:29:16.660 --> 00:29:18.619 is going to come talk to us about how they've 00:29:18.619 --> 00:29:22.480 changed their processes. And when they look at 00:29:22.480 --> 00:29:23.960 the sites, how they're going to do it. And then, 00:29:23.980 --> 00:29:25.640 you know, from there, we're going to talk to 00:29:25.640 --> 00:29:29.680 Jake and Aaron and on the paid media side and 00:29:29.680 --> 00:29:31.819 get into the, you know, some of the folks on 00:29:31.819 --> 00:29:33.339 the client service side, even how we're talking 00:29:33.339 --> 00:29:38.160 to clients about it. Because it has implications 00:29:38.160 --> 00:29:44.410 in... how we engage clients because, you know, 00:29:44.430 --> 00:29:47.450 you are going to have some classic signs of old 00:29:47.450 --> 00:29:50.710 school SEO, maybe not look as if they're plugged 00:29:50.710 --> 00:29:53.670 into those, it is going to look different. Now, 00:29:53.670 --> 00:29:56.509 you know, we're going to of course watch analytics 00:29:56.509 --> 00:29:59.509 and other things on, on the overall site health, 00:29:59.589 --> 00:30:04.569 but yeah, we very much want to get the department 00:30:04.569 --> 00:30:08.150 heads of, you know, our agency in and talking 00:30:08.150 --> 00:30:11.579 about how they've adapted it. All the way down 00:30:11.579 --> 00:30:14.700 to how the client service team were talking to 00:30:14.700 --> 00:30:19.619 accounts in the shift. Because you nailed it 00:30:19.619 --> 00:30:23.700 earlier when you were talking about, I can go 00:30:23.700 --> 00:30:26.839 out to Gemini today and say, write me a page 00:30:26.839 --> 00:30:31.059 on implants. Here's my current website. And it'll 00:30:31.059 --> 00:30:34.200 write it. It's not going to have my approach. 00:30:34.440 --> 00:30:37.380 It's not going to have my warmth. Even if you 00:30:37.380 --> 00:30:40.720 said add my warmth to it, even that phrase is 00:30:40.720 --> 00:30:46.220 a complex phrase. So to me, this movement is 00:30:46.220 --> 00:30:53.279 really around a pivotal shift in if I can't articulate 00:30:53.279 --> 00:30:57.740 the why and I can't articulate what it means 00:30:57.740 --> 00:31:01.880 to the patient. I do need to take it and put 00:31:01.880 --> 00:31:04.680 a keen eye on what am I even talking about then? 00:31:04.759 --> 00:31:07.220 Because I should be talking about the things 00:31:07.220 --> 00:31:09.140 that are important to me and that I want to radiate 00:31:09.140 --> 00:31:13.859 out. And that feels challenging, but go read 00:31:13.859 --> 00:31:17.880 your top reviews. And even, you know, you gave 00:31:17.880 --> 00:31:23.079 several examples of how to get started. But if 00:31:23.079 --> 00:31:24.720 you think you're like everyone else and that's 00:31:24.720 --> 00:31:26.700 what's holding you back, which is. It feels like 00:31:26.700 --> 00:31:28.839 the most likely case is, but I'm just a dentist, 00:31:28.980 --> 00:31:31.299 is, well, go read your reviews because that's 00:31:31.299 --> 00:31:38.500 not what your best reviews say. So it is, as 00:31:38.500 --> 00:31:42.359 it permeates our culture and becomes something 00:31:42.359 --> 00:31:45.519 we do, you know, we're going to, this is the 00:31:45.519 --> 00:31:47.880 first in a series that we're going to do on this 00:31:47.880 --> 00:31:50.599 topic. So if you're an existing client and you're 00:31:50.599 --> 00:31:53.529 listening to this. You can follow us along because 00:31:53.529 --> 00:31:55.789 we're going to walk you through how your marketing 00:31:55.789 --> 00:31:57.410 is going to be changing over the next several 00:31:57.410 --> 00:32:00.130 months. This is a movement that we started slowly. 00:32:00.930 --> 00:32:03.589 If you are a client, you might not have felt 00:32:03.589 --> 00:32:05.829 direct impact of all this in all the different 00:32:05.829 --> 00:32:08.509 ways quite yet. But this would be a great way 00:32:08.509 --> 00:32:11.789 to learn along with us. And if you are not a 00:32:11.789 --> 00:32:14.150 client and you are doing your own marketing or 00:32:14.150 --> 00:32:16.390 you have a marketing agency that's working with 00:32:16.390 --> 00:32:19.069 you, I think this could also be super helpful. 00:32:19.640 --> 00:32:22.460 if you buy into this concept of differentiation 00:32:22.460 --> 00:32:26.079 by being authentic to who you are, to follow 00:32:26.079 --> 00:32:29.240 along so you can see, today you got the big picture 00:32:29.240 --> 00:32:32.420 overview, but over the next several weeks, you're 00:32:32.420 --> 00:32:34.700 going to see how it shows up in each of the different 00:32:34.700 --> 00:32:38.079 parts of the marketing landscape. So you can 00:32:38.079 --> 00:32:41.420 take some nuggets and start implementing it and 00:32:41.420 --> 00:32:43.299 see if it works for you. And we'd love to hear 00:32:43.299 --> 00:32:46.240 back if... you start trying so many things and 00:32:46.240 --> 00:32:49.039 you're having success or you're not having the 00:32:49.039 --> 00:32:51.559 success you thought you were going to have, it 00:32:51.559 --> 00:32:55.140 would be fantastic to chat and see how things 00:32:55.140 --> 00:32:56.980 are going for you. It's a good place to wrap 00:32:56.980 --> 00:32:58.920 it up, Phil. That was your bite of dental marketing. 00:32:59.059 --> 00:32:59.660 We'll be back.