At the start of the day, I always ask the team, one of the most powerful questions in their dental career.

The answers it spawns, make or break how fast you will succeed in the coming months.

Let me explain…

Before you answer it, which I reveal in a moment. You must also be very clear WHO it is that will be answering the killer question, not only in their head, but also in their heart.

What this means to you is that you could try and fool your own beliefs. And pretend that the major decision makers, dental appointment bookers, buyers in recession, are men. But you’d be dead wrong.

Want to see what an ideal patient profile looks like?

So, first of all, be VERY clear it is women we are talking to here.

At this moment it is not the right time to go into WHY it is that women need to be talked to, sold to, marketed to, very differently than men.

More importantly, if you try use one strategy to attract and convert both men and women, you will under achieve.

Why not take a minute to answer the following WHY question I mentioned earlier,

 

“WHY should I, a woman aged over 40, spend my hard earned cash with you right now, in the jaws of the worst recession in sixty years, or neglect my dental health, or alleviate my fears, frustrations, satisfy my desires through cosmetic surgery, luxury holiday, new car, kitchen remodel, home extension?”

Can you give her a plethora of STRONG REASONS WHY YOU?

And not only that, I get your team to tell me WHY she should buy from you as opposed to your non dental competitors, and dental competitors.

Then as you can see from the flip chart below it reveals much.

Your team agrees that you are infact like your dental competiors, or are GIVENS. And guess what?

Did you come up with some of the answers, that I crossed out. Infact, I didn’t cross them out at all. The team does. But more than that it hands them a closer insight in to what it takes to ‘dare to be different’. And moving forward, they know that plain vanilla, just won’t cut it anymore.

If your current marketing appears crossed out, it may also tell you, if you are the same as everyone else, or ‘delightfully different’ as David Ogilvy used to say.

But more than that it tells you where you need to work harder to assemble more meaningful answers to her killer question.

• You see, your WHY, is the very foundation on which to build your marketing from ground up
• You see, your WHY, is what makes her tell others about you
• You see, your WHY, makes her come back, when she just found out her husband maybe getting made redundant.

One final thing. There is absolutely, positively, no point ( that is if you want mediocre success) having a website, adverts, referral cards, fancy welcome packs that end up in the bin, etcetera without first establishing your core differential – your WHY.

Or if you choose not work hard at succinctly answering your WHY question, and crafting your WHY, are you practising “me too dentistry.”

And as you will also see from the flip chart example, I list location, as number one. In so far as that your current location may keep existing patients for convenience, habit, proximity – for the time being.

But if this is your only advantage, you maybe “trading by default.”

And once again, until your WHY is sharpened for targeted, starving crowds, audiences, making your values clearer, your  ordinary, commoditised foundation is like building a house on sand. It can easily topple, fall over with wind, leak with rain, and when a competitor opens up across the road – destroyed.

Here are some other points you may find interesting that I cover on the MPOD Income Acceleration Program;

• A strong focus on re-invention of all treatments and products, ‘feminising’ the practice interior
• The development of an appealing, ‘bonding’ and binding mission
• The creation of ‘messaging’ that really resonates with prospective patients
• Adding extraordinary, extreme customer services
• Identifying FOUR CORE BUYING GROUPS.
• Re-invention of “Hygiene Dept” to increase gross by at least 25 percent, reduce cancellations and increase cross referrals.
• Rebranding fees, patient and prospect communications, treatments, products, principle, reception, lead generation, and external signage
• The development of “key objectives”, tactics, accountability, roles and responsibilities set at the end of the day with team fully on board, committed and focussed
• Three monthly follow up (team accountability) webinars on your agreed fast start three-month strategy moving forward
• PLUS MUCH MORE

If you are at all interested in extreme, extraordinary success, and nothing like you’ve ever experienced before, then watch what Jas Sandhu from High Street Dental, East Grinstead said about my visit…

Click here to view the embedded video.

You may be interested to know that since my visit,Jas and his team have gone onto to incredible successes.

And he will tell you, that anyone can start to enjoy dentistry more than they ever thought possible. You just need a little outside influence.

Click here if you are ready to break free from the mundane treadmill.

To a profitable week full of purpose, and reason your WHY.

P.S. Dental Mavericks came runner up in the Probe Awards last Friday, which we are all very pleased about!

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P.S. Click here to find more profit, purpose, progress and prosperity

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And  how can you leverage this video into your dental marketing for perio, hygiene motivation?

Click here to view the embedded video.

Finally, Nick’s seventh tip for sustainable change, ‘Never change alone’.

Click here to see how we can help you change your life, never alone!

To an inspiring week ahead

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Click here to view the embedded video.

For a free overview of MPOD’s “We-Do-It-ALL-For-YOU-Dentist Marketing” Program,

please visit http://www.addictive-marketing.com/freeconsultation/

What the ‘We-Do-It-ALL-For-YOU Dental Marketing Program’ Is Not

• This is not unproven ‘Social Media’ strategy that will somehow convert patients over the phone.
• This is not the new ‘Mobile Marketing’ secrets, which is actually called text messaging.
• This is not a program allowing you to abdicate all business development responsibility.
• This is not the promise of a new shiny toy – seeking to massage principles ego.
• This is not an ‘app’ that drives, converts, persuades or influences anyone in to your chair.

This is a measurable, sustainable, fun, accountable; We-Do-It-ALL-For-YOU Marketing Program.

We make your phone ring, or else.

For a free overview of MPOD’s “We-Do-It-ALL-For-YOU-Dentist Marketing” Program,

please visit http://www.addictive-marketing.com/freeconsultation/

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Business Builder,

The following is an instructive story from a few years ago…

“I got an email yesterday from Marketing Pirates of Dentistry Member Karen Sutton@ Beacon Dental, who has just opened a new practice. Patients are flooding in with Gedge Style Dental Marketing For Dentists.

And best of all she was busily typing away (Sunday) with her 1 year old on her lap. She wants to be a test lab for a new marketing service we’ll be offering later in the year.

Anyway, she liked the ‘personality marketing‘ postcards that were featured in this month’s newsletter, and is going to take a snap of her 8 year old daughter to use as a postcard with her ‘sticky out’ teeth. I get emails like this every day from Members who are starting to have FUN and enjoying dentistry again.

Halloween, Christmas, New Year are all running towards you faster than the speed of light and will be over before you know. Another opportunity missed. “Let’s do it next year.”… you say to yourself.

Listen; there will never be a right time to do anything that involves change. Like it or not, life is one hell of a roller coaster. Only last week our lives here in Spain were turned upside down with my father in law in a coma and now pneumonia.

Things will never be the same again.

And unfortunately, that’s life. As human beings, we all find it more comfortable to operate within our comfort circle. And within it lies mediocrity. Outside it…BIG SUCCESS!

My favourite quote last year from Nido Quebin- the Professor of Excuses “Don’t wait until you can before you do.”

Why aren’t you having some fun with your team and patients? To help you answer this question, I have provided you with an UPDATED and EXPANDED Marketing Pirates of Dentistry checklist full of answers based on what I hear from you, so you can just check off the one(s) you like best and don’t have to think about a great, creative excuse for.

Get a pencil and every time you are presented with profit making ideas and your internal parrot perched on your shoulder and or colleagues try to think as many ways as possible not to do it…scribble on this list or join me and other successful Members…

44 New and Expanded Reasons Not To Change Even If My Income Is Dwindling – Checklist

1. Let’s See What The New NHS Contract Looks Like
2. “Worst time in living memory to be dentist” says B.D.A Chair, So I now have permission to blame it on everything else apart from my own inertia

1. It’s Too Late In The Day (have you heard of instant communication: fax, text, Voice Broadcast and email?) Farsley Dental sent one text for Valentine and made £27,560 on tooth whitening)
2. It’s Not My Job
3. YES TONY, “BUT MY PRACTICE IS DIFFERENT”
4. Patients Won’t Like It
5. We Are In The Business To Consumer Business
6. We Are In The Business to Business Arena
7. Why Bother When Corporates Will Apparantly Own 70 percent Of Private Practice in Five Years
8. We’ve Never Done That Before
9. We Tried It Before (In 1066) And It Didn’t Work
10. Nobody Else In Our Profession Does That
11. It Doesn’t Work In Our Kind Of Business
12. In Only Works In A Big City And We Are In A Small Village
13. I Know It Works But I’m Not Looking Silly
14. I Heard From A Practice Management Consultant That Groupon Doesn’t Work
15. I Don’t Have The Right Team Yet
16. MY PATIENTS ARE FAR TOO SOPHISTICATED FOR YOUR MARKETING
17. It Only Works In A Small Village And We Are In A Big City
18. It’s Too Expensive
19. Charity Donations Should Stay In England
20. I’d Look Silly In Such A Photograph
21. Seems Too Cheap To Get Return on Investment
22. My Associate Won’t Like It
23. You’re Not A Registered Charity
24. I’ve Already Spent My 5 % of my Text Book Theory Marketing Budget On Stuff I Can’t Measure
25. The Seller of This New Piece of Kit Says Patients Will Flood In With His Corporate Looking Brochure
26. My wife/ husband/ neighbour doesn’t think it looks pretty enough
27. It Takes Too Much Time
28. “Patients Will Think We Are Desperate”… said the associate
29. My Phones Are Far Too Busy To Handle Any New Patient Enquiries
30. It’s Not Proven In Our Profession
31. It Looks “Unprofessional” And My Peers Will Get The Hump
32. My Hygienist Won’t Use the Tooth Polishing Menu
33. IT HAS TO BE PERFECT BEFORE IT GOES OUT
34. Mrs. Scroggins Won’t Wear A Hearing Aid, So Any New Callers Are A Waste of Time and Money
35. It’s Too Difficult
36. I’ve Only Got Five Years Before I Hang Up My Probe!
37. My People Are Too Busy
38. No One Has The Required Skill To Do It
39. My Neighbors’ Cousin Thinks It’s A Bad Idea
40. What If She Takes Me To A Tribunal?
41. Are you mad? I’m too busy doing ____to do that too!
42. Our GRAPHIC DESIGNER thinks it’s ugly and wants to make it pretty

If you are ready to start looking at proven, tested, done-for-you ways to increase your income, then take the first step.

Your Free…

“How To Increase My Income Even In Recession”

Free 20 Minute Confidential Telephone Consultation…

Click Here Now

Till next time

Tony Gedge

P.S. We just returned from Morocco with Dental Mavericks. 150 kids treated for severe decay.

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“The NHS doesn’t exist in Morocco and it’s a real pleasure to help these kids. Winning a National Award is not just for ego. It is about gaining further exposure, and we also landed a big sponsor while there. It’s also nice to get some recognition too.”

Click here to view the embedded video.

The Dental Mavericks team and six additional dentists are going back to Morocco in September. Their aim to carry on giving back to the kids who they could not get to. Tony Gedge co- founder from Dental Mavericks commented,

“dentists involved with Dental Mavericks spend a lot of time, money, and energy helping these kids with severe decayed teeth. Winning a National Award is the icing on the cake. These dentists have found a higher purpose in life, not just about making money.”

Their vision is to provide a dental squat treating six hundred kids every year. If you would like to see Dental Mavericks in action or would like to invest in a legacy mobile field chair please go here www.dentalmavericks.org

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Happy April Fools Day!

Tony

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In a moment I’m about to share a profound video with you to help increase your marketing push.

But being popular is undoubtedly one of the secret marketing strategies deployed by 37 ‘media moguls’ in the Forbes Top 400 Billionaires List.

Apart from oil and property, the media profession seems like a good business to be in. But how can you as a dentist become more popular and profit from owning your own media… and what are the many benefits of doing so?

First, I want you to understand the term media.

Because once you do, it will open up new and limitless possibilities and opportunities for you.

“The concept of mass media is complicated in some internet media as now *individuals have a means of potential exposure on a scale comparable to what was previously restricted to select group of mass media producers. These internet media can include television, personal web pages, pod casts and blogs.” (Source. Wikipedia.org).

To give you a hint, let’s have a look at one of the early media barons… Lord Beaverbrook.

Over time, he turned the dull newspaper into a glittering and witty journal, filled with an array of dramatic photo layouts and in 1918, he founded the Sunday Express.

By 1934, daily circulation reached 1,708,000, generating huge profits for Aitken whose wealth was already such that he never took a salary.

Following World War II, the Daily Express became the largest selling newspaper in the world, by far, with a circulation of 3,706,000. He would become known by some historians as the first baron of “Fleet Street” and as one of the most powerful men in Britain whose newspapers **could make or break almost anyone.

How To be THE Preferred Dentist of Choice

Let me deconstruct my first above underlining.

*individuals have a means of potential exposure on a scale comparable to what was previously restricted to select group of mass media producers.

Cost, circulation and distribution warded off others who understood that owning your own media has many, many advantages.

Now, the flood gates are open for all and sundry to dominate, persuade, influence, educate and be THE preferred dentist of those who are drawn to your sticky media.

Owning media is and can be the difference between being a Larry Rosenthal or a local GDP.

Or for those dentists who understand the power of the media can claim any prize they like when it comes to the taking of ‘self imposed titles.’

Or maybe you are quite happy running NHS practices, but wouldn’t you like to dominate your geographical area?

Let me show you how…

….First, decide which media you want to control.

This is where those who understand the media’s power often fail.

For example…you may have decided you want to be the preferred choice of Baby Boomers (55 plus).

There are national magazines such as Mature Times and Senior Magazine, and there will also be local media that targets this profitable segment.

It may be a web site, or an association, or a political party, or a complementary business such as a hair dressers. You can either buy the media for it’s readership or start your own. I often get asked which is the best media to use.

And I reply…” there is no good or bad media.”

You have to decide and test which works best for you and your business. A major flaw: being reliant on one.

Jon Swarbrigg from Farsley Dental a couple of years ago had a media inadvertently taken away…his Yellow Pages ad mucked up and did not realise how powerful it was until the rug was pulled from walk in cases.

One is a Dangerous Number

It is advisable to have a stable of successful media all working at the same time and never relying on just one. Jon now has many diverse and stable media’s to draw from.

And the same goes for income.

I have 3 separate businesses and different passive revenues. Any one of my businesses could be taken away through illness or change in the market place.

Diversity = Stability. And The Number 1 Is A Dangerous Number.

Anyway, start with one media and see what your return on investment will be.

If I were a dentist right now, which media would I chose?

Start with your skill set first. If you are a reasonable writer then assemble articles/ press releases to be published in the local media. Rosenthal told me this strategy helped position him as the ‘Celebrity Dentist.’

If you are comfortable being in front of a camera or speaking…then it has to be Internet video such as You Tube or Pod casts.

Since the mid half of this century, TV has been the mass media of choice for billions of people.

We are conditioned to watch the box and it costs a mere few seventy pounds to set up the equipment you need. Smile TV or whatever you call your weekly web broadcast will propel you to fame and notoriety.

Here is a viral video created by Nadim Majid, an MPOD Member.

Click here to view the embedded video.

This is how one of my Members promoted a viral video that got him lots of media exposure.

You can use this as the spring board to National TV.

Or who do you think a person is going to go to when they search on Google and find a dentist who has his own TV Show?

THIS IS HUGE!

It does not matter how professional you think you are or how well your TV show is put together.

What matters most is this: “In day-to-day commerce, television is not so much interested in the business of communications as in the business of delivering audiences to advertisers. People are the merchandise, not the shows. The shows are merely the bait.”

Have a profitable week

Best

Tony Gedge

P.S. Click here for your free ‘How To Stop Drowning In the Sea of Sameness‘ consultation

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Dear Team Builder,

Over the next 7 weeks every Tuesday… you can expect via
email, Team Building Tuesday.

It’s a hard hitting, provocative weekly tip that some MPOD
Members leverage to great effect.

Throughout my upcoming two day team building experience at
Treasure Map 2011… you’ll be hearing a lot of this…

Get the right employees and implement NMETP i.e. {No
Mediocre Employee Tolerance Policy}.

Sound harsh?

Not really, it weeds out non ‘A’ Team players and gets the
right people on the bus and in the right seats!

Making this shift in attitude creates a happy team for all
concerned!

Plus over the coming weeks, discover the importance of
defining the difference between a ‘group’ and a ‘team’.

A) Group = e.g. dental practice workers – all have own
separate jobs

B) ‘A’ Team = decisions shared/rules internally
established/rewards shared

Here’s your first Underground Secret Strategies For
Assembling,Building, Motivating Your Crack ‘A’ Team

SECRET STRATEGY # 1- CLEAR INTENT NEEDED if know:-

a) what talent you need
b) how many people you need
c) what type of people you need to compensate for
any management weaknesses

THEN

d) vital results will then consequently follow! Avoid
making simple mistakes!

Next Team Building Tuesday

SECRET STRATEGY # 2- SWIM WITH THE TALENT

Happy Team Building Til Next Tuesday

Yours

Tony

P.S. This week I reveal one of my most controversial
reports; CQC Conspiracy: How To Profit From It and WIN

PR: wait… I: wait… L: wait… LD: wait… I: wait… wait… Rank: wait… Traffic: wait… Price: wait… C: wait…

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Julie Randle (far right) is speaking at Treasure Map 2011 as part of the “Doers of Dentistry” panel- Tales from Implementation Managers! Her recent MPOD style banner has brought in £34,500 from 48 new patients.

And 48 percent were phobic- do the maths. Also the banner is only 7 weeks old!

So a two stubby blind cobblers fingered salute to ‘image‘ fools who think banners cheapen dental branding

Treasure Map 2011, Assembling, Building, Motivating Your Crack ‘A’ Team attendance by invite only

Call 0845 0531515

Crazy video here from Treasure Map MPOD Best of the Best winner 2009

http://www.youtube.com/tonygedge#p/u/45/M28pG4_jjXg

PR: wait… I: wait… L: wait… LD: wait… I: wait… wait… Rank: wait… Traffic: wait… Price: wait… C: wait…

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