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The other day, I went out for a bike ride. And as I was getting started... my next door neighbor said something that caught me off guard.
He said, "You sure do look like an experienced bike rider. You must be really good."
I laughed and said back, "Thanks for the compliment. Truth is I have the bike gear... so I look like a rider. But I'm really just a newbie. Lance has nothing to worry about."
He laughed too. We exchanged pleasantries. And I took off.
What's funny is this: My neighbor made that comment because I was wearing what every other "biker" wears. And that is... tight spandex biker shorts... a zip-up jersey... ankle length socks... and clip on shoes.
And the fact of the matter is...
I Looked Butt Ugly!
But my neighbor couldn't tell I was a "newbie rider". All he could tell is I looked the part of a bike rider. So I must be a good bike rider. No way - Jose!
Same goes for your dental marketing.
You see, all too often dentists get tricked into running ads by salespeople who know squat about dental marketing.
Dentists get told things like...
...you have to run your ad many times before it will work.
...you have to look like all the other dentists marketing their practices.
...you can't stand out at all.
All this is a bunch of hogwash. Repeated by reps who get paid based on how much you spend with them. Instead of the results your dental marketing brings you.
What's really important (if you want better results from your dental practice marketing) is this principle:
1. The Peacock Technique. Make 100% certain your ads, sales letters, Val Pak pieces (and everything else) does not look anything like the next dentist. This is also called The Peacock Technique... because you want you dental marketing to stand out and be outrageous.
You see, the dentist's marketing piece that looks the ugliest... stands out the most... and grabs the most attention... will 9 times out of 10 out-pull the pretty dental marketing piece. Assuming the ugly piece follows sound direct response principles.
About this Author
Wes Murph offers lots of dental marketing tips for the "savvy and hungry" dental practice owner. To discover a wealth of helpful ideas, take a couple of minutes and check out: http://www.DentalMarketingDynamite.com.
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