Find Out What Is Dental Marketing’s “The One Thing”
This week on Marketing Monday,Angus Pryor the Practice Growth Specialist will share with you the one thing if you do it, all other things will be easier or irrelevant. Find out that “the one thing” now by watching the video below.
Now today the question that I’m posing to you is, what is dental marketing’s “the one thing”?
Have you read the book by Gary Keller called The One Thing? Just so you know who Gary is, if you’ve been to the US I don’t know if it’s the biggest, but certainly one of the biggest real estate agencies in the US is called Keller Williams.
And Gary Keller is the founder, co-founder of that. And the book, The One Thing, is based on this principle. What is the one thing if you do it, all other things will be easier or irrelevant?
It’s a little bit like the 80:20 rule and it’s based on a really interesting finding that a domino, let’s imagine a domino that big can knock over a next domino that’s 50% bigger.
If at one centimetre, that domino can knock over a domino that’s one and a half centimetres big, which can knock over domino 2.25 centimetres big and 3.5 centimetres big.
And in fact, you get an exponential effect. And as it is with actual physical dominoes. They have done this in some universities in the US, where they’ve ended up knocking over a domino that’s the size of a house, but as it is in dominoes, so it is in life and business.
And so the question is, what’s the one thing that you can do in your business that if you can get that thing done will make everything else easier or indeed irrelevant that you don’t need to do it?
Well, that got me to thinking about marketing dental practices. What’s the one thing for dental marketing? And this is the conclusion that I’ve drawn. The one thing for your dental practice and your marketing is knowing who your ideal client is. The reason I say that is because if you know who your ideal client is, then everything else falls from that.
If you can have a look at your own data and figure out who are the people who are spending the most money with you, because let’s face it, spending money is a proxy for trust. So if you can figure out who that is and what are their common characteristics, then you can really speak to them and encourage more and more.
But, the problem is, if you don’t know that, then a lot of your marketing activities can be wasted. Now, I just want to give you an analogy. If you’re in the service based industry, you might assume, if you don’t know who your ideal client is, you go well what we’re going to do is we’re come and serve them something to eat.
We’re in the service based industry, that’s what we do. Well, but what if the person’s fasting? Which I usually do on a Monday, as an aside. Then you might feel like you’re providing the ideal thing but for that ideal client, you’ve missed the mark.
Now, with the clients that we’ve worked with, the dentists that we’ve worked with, figuring out who their ideal client is. The needs of those ideal clients is actually quite different. Yes, all of them need something to do with their teeth.
But I can tell you for one of our clients, the number one thing that their ideal client wanted was that sort of being pampered, like a sense of going to the dentist is part of my health and beauty regime. Well, that’s a totally different experience from some other areas, where it’s kind of fix my teeth in the most cost effective way.
And so therefore for me, in dental marketing, the one thing, the one little domino that’s going to knock all those increasingly big domino’s is knowing who your ideal client is.
I hope you can figure out who your ideal client is. If you don’t know how to do that and you want help, I’m pretty sure in my book I covered that – The Dental Practice Profit System – 5 Steps to More Patients and Higher Profits.