Dentist Office Marketing Seminar

Certain businesses are looked at as a necessary evil in life.
Dentistry is one of them…

Because people are already “walking on eggshells” when they arrive…
• More sensitive to messes
• More sensitive to teasing or jokes
• More sensitive to your inter-office talk
• More sensitive to inter-office gossip
• More sensitive to comments about the Doctor
• If the lab is open for people to see things. There are tools you see every day and are used to seeing. Your guests are not.

People who are “control freaks” tend to be more anxious and more sensitive to all of the above

New technology
• Use email/texting communication systems.
• Churches, Businesses and other Organizations are now able to grow bigger, due to people feeling a part of “the tribe” through consistent communication.
• More opportunities to build relationship…

Business Runs on Relationships and Relationships Take Time...
• The more time people spend with you, the more money they will spend with you.
• They spend time with your through…
– Consistent Advertising
– Reading emails/texts
– Waiting in the lobby
– In “The Chair”
– Paying their bill
– Any more opportunities to build relationship?


Real displays of "Other Parts" of the Doctors Life and Story...
• One dentist client has the biggest Indian Arrow Head collection in the USA. We display a few for people to see his other interests.
• Allow people to discover other parts of the Docs personality and life.
• Learning of another dimension to of Dr. Cox life makes him more of a real person.
• We have relationships with real people.
• This goes toward trust, not hanging out together…


Slip Google reviews into conversation…

• Encourage your top patients to visit Google, Yelp.com or any local online review and talk about their experience with Dr. Cox’s Office.
• Google knows where reviews are coming from, don’t try to write them yourself.
• Don’t sweat negative reviews, just post a response of how you fixed the situation.

Advertising…
• The secret to the effectiveness of ads is...
---Being consistent with the same audience.
---Speaking directly to people's felt needs.
---Being specific and offering specific solutions.
---Write general situations with specific details.
---"FACTS TELL, BUT STORIES SELL!"

Beginning again...

Over the next few weeks I want to talk to you about non-traditional game plans to marketing and advertising.

I will start with this and every week address each point.

Belief Marketing Disciplines:

1. Customer Intimate. “We know more about our clients than anyone else.” “We help our clients achieve their dreams.”
2. We establish authority by teaching.
3. We don’t believe in pursuit/sales, because barriers are erected.
4. We want to be about persuasion through teaching.
5. With teaching there is much less resistance.
6. Anxious to close is anxious to screw up!
7. To arrive at the best possible message we must be as ignorant as the average customer.
8. Key to writing: How to end. Where to begin. What to leave out.
9. If you do not measure it, recognize it and reward it, you can’t grow it!
10. Align your brand and all of your actions with your core values.

Bite-Sized Steps to Writing Your Book

Writing your non-fiction book...

1. Who is your audience? Who would be the perfect reader and the perfect individual? Think of one real person. (You will write a better, more compelling book if you write it to one specific person, instead of a vague generality. Pretend they are across the desk from you and you are speaking to them.)

2. Write a short 2-3 sentence paragraph that is your thesis statement, or the main point you are going to drive home with every chapter, story and illustration.

3. Write a short paragraph about how the book will begin. (Do you need to introduce yourself?)

4. Write a short paragraph about how the book will end. (Will you have a call to action?)

5. Be aware of what you can leave out as you move forward. (Great writers know where to begin, where to end and what to leave out.)

6. Have a brainstorming session by yourself or with your inner circle of people. Brainstorm 100 - 150 possible chapter titles.

7. Choose the top 12 chapter titles that make the most chronological sense, speak the best to your individual audience and are all directly connected to your main thesis.

8. Create 3 sub-chapter titles under each chapter title. You will find most of them in your 100+ chapter title list.

9. Write 2-3 sub-sub-chapter titles for each sub chapter.

10. You now have an in-depth outline for your book.

11. Write "Introduction" and each of 12 chapter titles on a note card. Laminate if you can. Keep note card with you at all times and read over it several times a day.

12. Create a file folder for "introduction" and each chapter. As you do life… stories, illustrations, articles and facts will come to you. File these in the relevant folders as the come.

13. Fill folders over weeks or months.

14. Write each chapter, sub-chapter and sub-sub-chapter using material from your folders.

15. When finished, have it edited by a pro.

16. Cover design by a pro.

17. Publish it yourself, pay to have it published or maybe you are answering a question people are asking and the book will be published and sold for you.

18. You have a book.

Learned from J. Keith Miller, Ray Bard and Dr. Jim Talley