When I first started in marketing, I thought all anyone needed was consistent advertising and great offers to obtain new customers and increase revenue.
All I would need to do is create a few great ads, stick some marketing money in a few great places and, just like magic, attract all the new customers anyone would need. Beware all, the great marketing wizard is here!
One of our first clients was a manufacturer who sold to businesses and wanted a direct mail campaign. I thought, “Sure, we can do this. No worries.” I sat down and started to write the copy for the postcard series.
I can’t remember what the products were but I sat there for hours trying to come up with something that was interesting.
I was struggling. It was painful. It seemed I couldn’t come up with anything that had any kind of emotion. These products were downright boring. Who in their right mind was lying awake at night thinking about them?
If we jet forward 20+ years, I’ve described the EXACT problem that most dentists have. It’s not easy to write enticing copy about a service that 99% of people don’t get excited about. The only way to do it is to make stuff up.
I’m not saying dentistry is boring. The issue is more that it comes across as boring from the patient’s end of things. Things are kept “very vanilla,” which tends to lead to very watered-down versions of “why you need this” and “here’s what the benefits are.” And the boring aspect is that those non-technical, patient-friendly versions are repeated ad nauseam across every dental and health site online.
The problem then is, you spend lots of time trying to come up with something interesting to say about very basic stuff and end up coming up empty.
This is very evident. Go take a look at some dentists’ websites. Yours is likely one of them. There is nothing interesting about them. Canned, boring content. Stock photos of people everyone knows are not your patients.
What I know now, that I didn’t when struggling to write the copy for that first postcard, is something that is critically important to effective marketing and getting your phone to ring:
When you have a great story, your copy, ads, and postcards will almost write themselves. Your messages will chop through huge amounts of chaos and confusion in the marketplace. You solve the “I’m just an ordinary dentist like every other dentist in this town” problem in your battle against your rivals.
With the manufacturer I was working with, I had no control over their products. There were very few assets to work with. I thought, “well, this is what it is,” and had to live with it.
Now I know that, with creativity, ingenuity, and cooperation with the dentist, we can create memorable stories.
Most Creativedge Marketing customers are very much like I was back then; you think you only have so much to work with and it’s all pretty boring and matter of fact. In reality, you have way more than you think and far better control of your destiny.
First off, your services ABSOLUTELY solve a problem that somebody is lying awake at night trying to solve. And, dentistry is far more interesting than what I was trying to sell with the manufacturer.
Odds are pretty darn good that what you really lack is simply a great STORY.
It’s certainly not that you’re selling the wrong service; dentistry is a great profession and everyone needs to be in optimal oral health. It’s not that you’re selling to the wrong people—although, you very likely are not attracting a plethora of your “perfect patients.”
The problem isn’t you. You’re just as good as any other dentist trying to sell to your patients, believe me. In fact, I find in most cases, you are far better than your competition.
No, the problem is that people do not understand the unique and special way that YOUR practice is going to help them not lie awake at night and finally get a peaceful night’s rest.
I can’t wait to have you join us and be the dominating dentist in your market.
Grab the chance,
Why A Great STORY is Much Harder Than It Appears
Everybody who claims they know anything about marketing should know what STORY is and what it takes to have a good one.
My experience is: most dentists’ “stories” are not much more than a trite tagline and rarely do they have a good one. Most are run-of-the-mill, at best, and this is heartbreaking because this costs you a LOT of money. It’s the difference between driving a BMW or driving a Ford Focus, between being #1 or #11, between owning a 2nd home in Naples or struggling to pay your mortgage.
Yet we see thousands of sharp, skillful, dedicated dentists hobbling along with inadequate STORIES.
Around two years ago, we decided to do something about this. We sat down and created an entire system for building Discovery STORIES.
Every single dentist will achieve a STORY Discovery—We guarantee it.
In fact, we promise you four things. If you attend the sessions, complete the worksheets, go through the process and follow the implementation plan, then we guarantee you will:
1. Have a new dimension of value that you never realized you had, which you can immediately offer to your patients, and which will instantly boost not only the number of new patients but the quality of your patients as well.
2. Have a distinct position in your marketplace that none of your competitors can give.
3. Have the ability to apply this same thinking process to everything you use to market or advertise your practice and experience a similar spike in results.
4. Not have to hit your head against the wall or pull out your hair to pull this off. You’ll find this easy and straightforward, delightfully simple, and effective as we walk you through the process.
We guarantee all four of these benefits or your money back if you request a refund within 30 days from your date of purchase. 30-Day Refund Policy: If you want to invoke the guarantee, all you need to do is email us within 30 days of your date of purchase and explain why you weren’t able to achieve any one of these specific results and you’ll get a courteous refund.