Dental Marketing Masterclass: Preview.

00:00:00
Hey, this video I’m going to be calling the dental marketing master class because it’s the title of a webinar that we have coming up uh this coming uh Monday. And I’m going to use this video as kind of the blueprint to go over all the topics that I intend to go over there because I don’t know what topics I’m going to go over there. Um, I’m going to cover as much as I can in this video and I’ll probably use this video as a foundation to kind of um, clean up uh, get my message in more logical order

00:00:29
and then deliver that webinar. Um, so the four main things that I have in the agenda for that webinar is going to be um, talking about short-term assets or sorry short-term wins that you can leverage right away. Uh, long-term assets that you can build for um, the future. how you can how you should shift your perspective on marketing. Um how marketing is currently perceived and a more accurate and more aligned with reality way of understanding marketing. That’s really going to help you out. And

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finally, the fourth point is going to be just a Q&A session with the members in that webinar, but obviously you’re not going to be there. So if you have any questions, feel free to post it in the comments and I’ll try to get to all of them. All right. So, the first thing we’re going to start off with is going to be short-term wins you can leverage to get patients immediately. And this is a very hot topic. This is what everyone really focuses on. Uh, everyone in the industry like marketers, agencies,

00:01:28
they’re all providing this short-term stuff. Get patients now. If you don’t get X patients within three months, we’ll give you all your money back. All these offers. Um, and this is also the focus of most dental practices. They focus on the short terms. How can we get our phones ringing in the next month or two? Um, it’s a slow month. How can I improve it? Like all all we’re all we tend to be very short-term focused, which is okay. That’s kind of how everything starts. Um, and I’ll show you

00:01:56
how to do that. But also, it’s going to be very important for you to start looking at the long-term stuff because if you stay stuck in short-term uh tactics, then what happens is the costs of those short-term tactics increase as more and more people start to adopt those short-term tactics. Um because as humans, people tend to think very short term. So, you want to remove yourself from that red ocean competitive domain and move over towards um having assets built that are working in your favor so

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that you stop having to rely on short-term assets um short-term tactics um short-term relationships with agencies and so on. All right. When it comes to actual tactics, I’m going to put that down because it looks like I’m trying to write stuff, but I’m not. Um, when it comes to actual short-term tactics, there is a lot. And the problem is just figuring out what actually works. That’s typically your first problem that you’re going to run into. Who can I trust? What actually works?

00:02:55
Um, and yeah, that’s kind of the main thing that you want to know. Um, my thesis, my summary for that is going to be the only thing that really works is going to be advertising and leveraging the assets that you might have built if you focused on long-term stuff. Chances are you haven’t. Um, so let’s talk about why the other stuff doesn’t work, why advertising is the only available option now. Uh, and also let’s talk about the assets we can build, which is going to like lead into

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the long-term stuff anyway. So, the short-term stuff that doesn’t work, the tactics that don’t work, um SEO, and this has always been introduced as more of a long-term asset building thing, but I just want to bring it up here um up like right up front and just say that this SEO as we know it, traditional SEO, no longer works. You might have heard it before. Um SEO is dead. And there’s the other school of thought who says that SEO is still important. Um, so let’s break it down a bit. There’s

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traditional SEO and then there’s local SEO. Traditional SEO is um this is what I would consider dead. It it’s the process of ranking on Google search. So if someone searches um best dentist near me, best dentist in Anaheim, best dentist in La Habra or wherever, um SEO is the game of showing up towards the top of that so that when people search um they find you and so on. The problem is is that Google changed how that game is played. Now it’s no longer you do a search and you get these

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results. Now it’s you do a search and if Google identifies that search, if they think that you’re looking for something that is a local service business, so like a local restaurant, a local dental office, um a local theaters, things to do near me. If if Google has any like the slightest hint that you’re looking for something around you, then they’re going to ask you for your location. You might have noticed this. It pops up, hey, can Google access your location? Um, and they show you instead

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of the traditional search results, they show you Google Places. So, Google Places is maybe I should draw this out, but here is your traditional search. And instead of it being like search result, like let’s say this is like your website and this is like your headline here and then a little bit of description. This is what it used to be, but now it’s Google Places. So we get this thing, we get a big map and we get about three results right here. We have uh office number one, number two, number three.

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Right? So this is uh fundamentally how it’s shifted and now the traditional search engine results get pushed down here. Website, headline, description. And what we notice from this is that around 80 to 90% of the people who do a search, so local intent um when they do a search, 80 to 90% of the results are going to be coming from this. So when people say um SEO is dead, it just means that if you’re playing the game of traditional SEO, you’re playing for this game. And so even if you spend

00:06:31
thousands of dollars to win, you end up fighting for the scraps that are left over from here. So, what I’m recommending you do is you really put this off towards the end of your marketing arsenal, if you will. Um, if you have a lot of tools, a lot of tactics that you’re trying to do to get more patience, to get more, um, visibility, awareness, or whatever it is, uh, leave that towards the ends because it’s going to have the most diminishing return. It’s going to have the least, um, you’re going to see the

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least results from it, basically. Instead, focus here. So now Google places has recently been getting very hot. People have understood it even in dentistry. Um so dental offices for some reason are very late to adopt any new tech um is what I’ve noticed. But people have caught on very quickly to um Google Places and I think as an industry dentists are getting more and more um they’re adopting technology a bit faster. So we see this quicker adoption of Google Places even though it did take

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a while. And what happens here is we have dental office number one, two, three, but we have name and then we have the reviews like the stars and then we have uh proximity. So like let’s say 0.1 miles. So now when it comes to local SEO, um there is merit to putting more effort and energy into this, but the problem is you can’t scale local SEO. Let’s say you set it up perfectly. It’s perfectly optimized. Um you’ve done the best you can. At a certain point, there’s nothing more you

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can do. You can’t work this thing such that you get more patience. like whatever you get here is what you’re going to end up getting and the best you can do is to optimize for it. Um but it’s you’re going to hit a ceiling. All right? It’s going to be mainly um like distance and category is the biggest factors here. Distance, category, and reviews. So let’s put distance, category, reviews. So let’s start with category. Category is like you saying what what are you and

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you’re saying like you’re a dentist. Um there’s other categories like orthodontist, dental clinic and so on, cosmetic dentist. That’s going to be a big indicator for how you show up. Uh as well as distance. So distance is going to be um well the thing about category and distance is you can’t really influence it. You’re either an orthodontist or you’re not. You’re either a cosmetic dentist or you’re not. Um and same thing with distance. How far are you from the searcher when they’re

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on the map? When when this is them, is this you or is that you or is that you? Right? Based on how close you are, the more likely you’re going to rank higher here. And so these two are largely out of your control. There’s not much you can do to influence your ranking here. And uh reviews as well. So people have been really hyping and stressing reviews. Um, some offices are past a thousand reviews now. Um, but what I’m noticing is that it doesn’t give you much of a leverage. Um, let’s say, uh,

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two towns over, right? Google’s not suddenly going to start recommending your office, um, further out just because you have a lot of reviews. An office that’s closer to them might be way more preferable to someone, even if that office only has 200 reviews than your further office that has a thousand or so, right? So this Google places by and large is where most of the action is happening when it comes to organic search like when people search and look for a result this is where most of the things happen

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but this is largely outside of your control you can’t scale it at will you can’t leverage it um and it’s just the nature of how how Google has built it in the past when you we were able to manipulate stuff and we were able to you know play with the algorith algorithm to get it ranking higher. That caused a lot of issues for Google where people who were lying about, you know, how what city they were in um and all this other stuff were basically uh taking advantage of the algorithm and so a lot of that

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ability to manipulate on our end has been resolved uh which is good for the users and so Google places is um the place to be. So, I say all that to say that you should get on Google Places, obviously optimize it, but it’s not going to be the thing that gets you ahead and like gets you um a competitive advantage when it comes to growth. Um definitely do it, but at some point you will hit a ceiling. Uh put a good focus onto reviews. Don’t stress it too much because there is diminishing returns to

00:11:33
Google reviews. Um it’s just not going to get you the visibility or the attention. I would say that a good uh rule of thumb for reviews is to just see how many are um in your local area and then kind of try to match that or at least get to a point where it’s not like you have um maybe like five reviews and a 3.7 rating or something, you know, just put some more attention to it. I had someone reach out to me from Florida and I checked out their profile before we got on a consult and they’re going

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crazy in the I don’t know the southeast if you will. Um in Tampa I think I looked in like a small radius and there were 10 plus offices each with more than 1,500 reviews. So um things are going crazy there. Uh, I don’t think you need to do that much. Like, if other people in your area are doing it, I don’t I honestly don’t know if it’s even worth trying to match them. Uh, I think to I think people really understand that review inflation is a genuine thing. Like your your patients and potential

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patients understand that um someone with 500 reviews uh might just be as good as someone with 10,000 reviews. Um, and in fact, there might be something fishy going on if a dental office has 10,000 reviews. So, yeah, there there’s a bit of diminishing returns to the number of reviews is what I’m trying to get at. Um, whether or not you believe that, I have no hard data to back that, but that’s just what I would assume based on my understanding of how review inflation works. Uh, because review inflation is

00:13:13
happening. Like, don’t get me wrong, people are actively breaking the terms and conditions of how um the policies of how reviews are generated. They’re offering incentives when there shouldn’t be. And um every once in a while, Google does this massive cleanup and some practices get their entire uh Google Google business profile like just wiped out because um they were doing things in a way that they got penalized for. So, I would avoid that. Um, I always believe in stability and long-term

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sustainability over short-term um, wins. So, yeah, that is local SEO and traditional SEO in a nutshell. All right, so let’s move on. What else are there to get short-term wins? And we’ll leave we’re leaving advertising aside. Um, one that comes to mind is social media. So, let’s go over social media. I think social media is in um, an interesting place. There’s a lot a of thought leaders who are big on social media that you’re aware of because that’s the nature of social

00:14:19
media. So these people who are big and influential, you are aware of them because of YouTube, Tik Tok or wherever. And so it becomes natural to think that okay, if I want to get to their level of success or whatever it is, I should also be getting on social media. And I think that’s a trap. So when it comes to social media, you have to think of what does the platform want and what do I want and is there alignment there. So for example in advertising what does the platform want? The platform wants to have advertisers

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um get results so that they will continue advertising so that that the ad ad platform makes money. Um and you probably want that too. you probably want results to happen. But if you think of what social media wants, social media wants content that’s viral, that’s entertaining, that’s engaging. It could be educational. Um, but it’s going to be very watered down. It’s not going to be as specific. Uh, it’s it’s it’s looking for it’s looking to keep people on that

00:15:25
platform to engage with it so that it can show ads to those people and that nature. Uh, so what So basically to succeed on social media platforms you have to show up in a way that gives them what they want. And to show up in that way it requires you to do things like at an extreme um clickbait thumbnails, clickbait titles, um constant edits, cuts, engagement. Um you like you get the idea. A lot of it waters down what you actually need to do to gain customer traction, to get patient traction in service of getting more views,

00:16:05
subscribers, and clicks. All right? So, if your goal is to become um more influential, if if your goal is to become more um prominent at scale like and think of who they’re targeting, social media is meant to target globally. you’re as an office, as a dental practice, you’re most likely there to target locally. So, there’s a mismatch there as well. But, if you do want to show up as a uh person who gains an audience globally because it benefits you, then it makes sense to go and start

00:16:40
building this long-term asset of building an audience. So, um I hope that makes sense. Like understand that social media is very different from what a local dental practice wants in terms of short-term results. So people who leverage social media for short-term results almost never get it. People who leverage social media for a um local audience almost never get that as well because the local audience you want a local audience but the social media platforms would couldn’t care um about local audiences. they they they’re

00:17:15
looking to play the global game, right? So, the one way that it makes sense to go on social media is if you take it from a long-term perspective approach. You’re looking to build a long-term audience and you’re looking and and it’s an audience that’s not um geographically bound. So, uh someone I work with, he’s having like a dental consulting or management thing. Uh then he gets to work like nationally or even globally, right? there’s no uh geographic there’s not as much of a geographic limit as it

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as if he was trying to get um dental patients or implant patients or something. All right, so that’s how social media fits in. Um running ads to social media is a completely different thing. Again, we’re going to talk about ads later, but you can run ads on things like Instagram, on things like YouTube, get good results. Um, but you’re paying for the volume. You’re paying for the attention. Whereas, if you just go organically without paying, then you’re not going to get the volume and

00:18:18
attention because you and the platform are playing very different games, it’s not going to reward you because you aren’t creating content that’s for the masses, that’s meant to go viral and stuff like that, which you shouldn’t be doing if you aren’t interested in that kind of stuff. All right, what’s next? What is another short-term tactic people like to use? Um, all right. So, let’s talk about like physical stuff like physical mailers, brochures, um, snail mail, all that

00:18:47
stuff. And I am a very big um, detractor. What’s that word? Like I am not a proponent. I am a anti-proponent of physical. Let’s go like physical media. What should I call it? Yeah, I’d say physical media. So, some things I would categorize under here like very outdated stuff like yellow books or yellow pages, sorry. um yellow pages, mail billboards. So, I don’t hate these because they’re old. Um I think there’s a reason that most people don’t leverage these anymore, and

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it’s because of the uh like efficiency of results. And I’ve experienced this firsthand. I’ve ran some mail campaigns. I’ve never done yellow pages, never done billboards, but um once you understand why these don’t work as well, you you can kind of see um okay, that makes sense. And let’s try to avoid these. Uh I think mail is very interesting because there’s still a lot of companies that promote mail that talk about how you can target and do all this stuff. And what fails for all of these is going to

00:20:23
be that these rely on demographic targeting. All right? So they target demographically whereas advertising which is the method that I’m saying that is the one that works best um target psychographically. So, they target based on what the person’s intent is, on what they want, what they believe. Um, to an extent, that’s also true for local SEO because if they’re searching for a dentist near them, there’s probably some good intent behind it. So, we get to understand their psychography.

00:21:06
But again, the only reason uh we don’t lean so much into local SEO is because uh you can’t scale it at will. You can do everything you can to optimize it, but again, the things that are outside of your control, distance, uh reviews, categories are largely going to be um well, outside of your control. So, demographic targeting versus psychoraphic targeting, these almost all target demographically. Um, and what I mean by this, so let’s look at take a look at mail. The best mailers will talk a lot about

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how well they can target, how they can target people who’ve moved in, um, target people who, I don’t know, live in an area near you, all this stuff. But the problem with psych um, dem or demographic targeting is that it doesn’t take into account the psychography of people. And psychography is what you believe, what your intent is at this moment, what you’re thinking about. And what happens when you take a statistically significant sample size of any group of people, you’re going to get a

00:22:19
psychological distribution that’s similar to this where here they’re looking to adopt, they’re not looking to adopt, and they actively don’t want to adopt. So these are people who are open to seeing a dentist, a new dentist. These are people who are satisfied and therefore um if you reached out to them with whatever your message or promotion is, it’s not going to be enough to dissatisfy them enough to get to you. Um and these are people who for whatever you do, even if you pay them, they would

00:22:55
never change providers anyway. So obviously these people um we’re not in the game of uh dancing with of creating a dynamic with these people who are not um who are satisfied such that we’re not going to get them to adopt us. Uh we it’s going to be also very difficult for us to with with a single brochure, a single display ad on Facebook or whatever to get them to suddenly say, “Oh, what? You know what? my teeth don’t hurt, but I should probably go to the dentist and get them checked out or I

00:23:29
had this plans on the weekend. I’ll cancel those and go to the dentist, right? It’s going to be very difficult for get to get these people as well. The only people that will react to and come into the office as a result or even call your office are going to be the people who are waiting to adopt a new dentist or a dentist in general. um these are going to be people who are in pain who like for some reason um are wanting a better dentist and so these are the people who that you’re who

00:24:01
you’re going to be able to affect and this is a psychological profile. So this makes up approximately 16%. And this makes up around 84%. I’m talking about this group right here. All right. It’s a psychological distribution. When you use media that can target psychologically, you can focus all your advertising budget on this 16%. So, when someone searches on Google, um, if they search something like, “Can I eat popcorn while I have braces?” That’s not an indicator that based on their psychology of how they

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searched, it’s showing us that they’re probably not going to be looking for a braces provider. They likely already have braces and they’re just trying to figure out some information, right? So, we can conclude that they’re probably in this 84%. So, we cannot target people like that. we cannot waste money spending um or we cannot waste money by spending it on people and showing up for advertisements to people like that. And we can just target for people who search for things like um

00:25:14
braces near me or how much are braces near me which are much more aligned to someone who is looking to get braces. And these physical media do a terrible job at targeting psychographically. And what happens is when you invest in these, you’re basically investing in marketing that says 84% of our your marketing budget is basically going to be burned up and we’re just going to work with 16% of that. Right? So really inefficient. When I ran mail ads, um I think the estimated cost came out to be

00:25:47
around 60 times um what it would cost me if I look to get the same result by running Facebook ads. So there’s a reason why a lot of people have moved away from physical media and started doing more Google and meta ads because Google and meta are where you can target psych psychographically. It reduces wasted budget spent and as a result people get much better results while also paying less and so therefore a lot of this has been scrapped. Um and you don’t see too much of it for good reason. Uh I I think there are merits to

00:26:25
these for sure and I think there is a p a place for these depending on like very niche um cases where I don’t know if your audience is looking at yellow pages if your audience checks the mail more then it would make sense and billboards are something that uh people understand very uh incorrectly as well. So what happens with billboards is it’s more of a form of um uh brand marketing. So there’s direct response marketing and brand marketing. Direct response is looking to create an action. It’s

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looking to send a letter to someone. They read it and it’s asking them to do something at that moment. Brand marketing is not looking to create action in people. Instead, it’s looking to create a um it’s looking to affect culture. It’s looking to affect how people think, how people what people talk about. Um things like that. So, if you’ve seen a billboard for McDonald’s, it’s very unlikely that you pulled over and got a burger, but it’s very likely that you now know that the McRib is back

00:27:28
or you now know what the deals are going on. So, that if you’re ever uh in a place and in a situation where you want something um cheap and um I don’t know, quick, then you know that that’s an option. So, billboards more for creating cultural uh information dissemination and cultural changes in behavior. But there’s better ways to do this than billboards. And billboards can get very costly. And um again, kind of like mail where Facebook ads was we got like 60 times cost efficiency. Uh with

00:28:05
billboards, um you’re looking to pay probably around tens of thousands. I think um the yeah I’m not sure I haven’t paid for billboards but I think it can get very expensive. Uh but the methods that we talk about later which is when you create culture changes like when we look at more long-term and asset building when we look at like things like creating an audience um so that you can speak to that audience kind of like a billboard would to people who want to listen to you um then it becomes

00:28:35
virtually free. it just takes them more time to build. Um, it’s going to be a lot more efficient and effective than billboards. Um, and typically people approach billboards like they’re doing direct marketing. They’re looking for short-term sales and it just doesn’t work that way. Um, yeah, you could also add things like here like school sponsorships. Um, it’s going to be more of a long-term asset that’s built obviously. Um, well, I’m thinking of like banners once you do a

00:29:03
school sponsorship, but all right. and let’s move on. What else do people do for short term? Um, one thing I haven’t talked about yet is email marketing. And email marketing is very closely associated with permission marketing, which is what we’ll cover in the long-term assets. But um email marketing essentially you get a database full of contacts, right? Let’s say there’s um we had an office that had 30,000 people or no, was it 30,000? That sounds crazy. It might have been It might have been 30,000

00:29:49
people. Yeah, it was a huge number. And uh you basically send promotional emails to them. Uh it’s very rare that I see people do it like the permission asset way where where they’re sending emails that want to be heard that are anticipated and people find valuable. Rather, the approach is typically let’s get these people and let’s send uh a promotional email or SMS. Right? Here’s $50 off if you come in for your next exam. Um hey, you’re overdue. Here’s a $100 off like voucher for

00:30:29
coming back in, whatever that is. Um, email and SMS. Now, this is one of the best ways to get short-term results. Um, I think in all of advertising and marketing and so on, all the different tactics, email has always had the highest ROI. Um, obviously because the cost is so insignificant, it probably costs pennies to send mail or SMS to um 30,000 people. actually might cost a couple bucks if you do SMS. But the point is um there is I think that the estimated ROI on email marketing is something like um 1,300%

00:31:10
of whatever um cost it is which something like that or whatever whatever you spend to do in email or art the the returns were like 13 times that’s what I remember um or it was 31 times or something huge But again, I’m not too familiar with this because I don’t engage so much in email and SMS. What I noticed is that a lot of um clients don’t have this built up or they’re um they don’t have a system to leverage like this. So, um yeah, that’s for the most part why I haven’t engaged in this

00:31:45
type of email and SMS. We have done it for one client um who was a med spa and she kind of really relied on this system. So, it does work well, but um again, I don’t have the accurate numbers for dentistry here. What I would recommend instead of email and SMS would be to leverage, let me see how much time I have left here. All right, we got about 19 minutes till my camera dies. Um, all right, so let’s talk about permission assets. Um, let’s talk about positioning. Um, let’s talk about desired feelings.

00:32:42
Desired. Let’s throw this marker away. Um, let’s talk about word of mouth. All right. Sorry for the terrible handwriting. This is just mostly a reminder for me. All right. So, permission assets. So, permission is the key word here. Uh, we’re looking to build an asset of permission. We’re looking for the market to give us permission to talk to them. If you show up and start showing up in people’s inboxes on Gmail, if you start showing up with like letters in their mail, um you haven’t earned permission

00:33:33
necessarily and it’s going to cause a bit of annoyance. you’re going to again back to that psychological curve, a psychographic curve. You’re going to be aligning with probably 3% of people um because how should I explain this? That was one standard deviation where we get 16%. Another stand standard deviation is going to be approximately 2.9%. So about 3% of people who are actively looking to um like get dental treatment. So when you when you show up that way, you’re going to piss off basically 97%

00:34:08
of the people. And a permission asset takes the opposite approach. It basically looks for to how can we show up in a way where people want to hear from us. And that obviously takes a lot of time. It’s like building an audience. Uh for me on YouTube, for you it might be to build an email list of people who want to hear about things related to health or dentistry or whatever it is. Um, and we’re going to identify that with desired feelings. All right. So, that’s permission assets in a nutshell.

00:34:38
Um, it doesn’t look like, it doesn’t have to be email marketing. It doesn’t have to be SMS marketing. It can be it can be like YouTube videos. It can be like um uh podcasts or Apple um music or whatever it is. When people want to hear from you in that medium and you have a way to get out to them, that’s going to be your permission asset. And this is going to be the most important thing that you build. Uh because think back to email marketing and how that was the highest ROI activity that we could do back then

00:35:16
and think of like how much more effective that is when people actually want to hear from you. Um yeah, so that makes all the difference. And when you can build that list, it becomes um a competitive advantage that no no one else in the market has. If everyone is going through a major dip, but you have this permission asset, you can just email your entire uh permission asset and get people through the door. And that’s the idea. All right, so let’s talk about desired feelings real quick. So I don’t know why

00:35:48
I risk permission assets but in in context of permission assets we don’t show up in a way where we just talk about ourselves our latest promotions um what we have to offer. How we want to show up for permission assets is what do they want? What do they need? How can we help them get there? And it starts by understanding desired feelings. How do they want to feel with what? So maybe they want to feel like they’re more in control of their health. Maybe they want to feel like they are more beautiful cosmetically. Um,

00:36:20
whatever that is, how can we help them get a step closer to that desired feeling? Whether that’s through understanding more about the treatment process so they get a bit more confidence that that treatment is going to get them to that desired feeling or whether it’s um like case studies about how someone achieved that feeling by getting that treatment. Um, however it is, we can show, we’re trying to show them with that permission asset, hey, um, if you subscribe or do whatever, we’re going to get you closer and closer

00:36:49
to that desired feeling little bit by little bit. So, as long as people want that, they’re going to be subscribed, right? So, it’s important to understand desired feelings. And this comes from understanding your um uh your patients belief system profile which is also where we start with um positioning. So positioning is the idea of how you show up in the marketplace and how you show up as a choice. Um because if you just show up as every like if you show up in the same way as everyone else, then what happens is you

00:37:27
get into price competition and so on. Um and I’m I talked about this a lot in my other videos. I’m going to go a bit faster because I’m not sure how much time I have. All right, I got about 14 minutes. So I think I talk about this a bit more. So positioning is the idea of how you show up. Let’s say this is the entire market for um dental providers. And let’s say this is um so I’m going to get rid of positioning and I’m going to put word of mouth separate. Let’s make this bigger.

00:38:07
So I ran through this exercise recently with the client uh word of mouth and basically what we’re trying to do is we’re trying to plot all the alternatives all the competitors in the market onto a diagram with the axes being things that people care about. Uh and then we’re trying to find a quadrant where there’s little to no competition and ideally no competition so that you can show up here in a way that’s meaningful to people and um they can say okay that’s the dentistry for me uh or

00:38:45
not right. So we have to choose axes that are meaningful to the people we choose to serve. So it starts off by understanding or starts off with understanding who are the people you seek to serve. Um what is their belief system profile? what are the key ingredients of their beliefs that make up that compose that belief system? Um, such that we could target those people by belief systems. And that sounds kind of tricky, but it starts with understanding it’s like pulling a thread every time. There’s like it gets deeper and deeper.

00:39:22
So, it starts with understanding what is the change you’re trying to create among people, among that group of people. What are you trying to get them to do? Um, and then from there, who are the people who are most likely going to want that? Who do you know already who would most likely resonate with that? And so, you can think of three people you know, three past patients, three people who are close to you, um, three authors that you’re familiar with, how they think. And when you get three people, three

00:39:51
real world people um who would want that change that you are seeking to bring to the market, then you can create a belief system profile based on what those people believe. and you create a belief belief system profile based on things like what they value um their identities um what they find is a uh good way to spend money um their thoughts on value and I think I already said that but based on that and things they’re trying to avoid but based on those u belief systems that are grounded in reality

00:40:25
because we picked them from three real people were able to create a belief system profile what do those what what types of those beliefs do those three three people share and then you start to see that okay people who would want my change share these beliefs and now I can show up in a way that serves those beliefs all right so that’s the foundation for how we start positioning and then when it comes to positioning we have to think of all right people who share those beliefs what do they find

00:40:55
meaningful from a dental provider and there’s a lot of there’s There’s an infinite number of axes you can choose. But the mistake is to choose like an axis. Um this is kind of a roundabout way to say it. So let me start with like this. So let’s say on one end we have um uh efficiency. If you want to get in, get treated, get out, that’s an efficient dentist right here. And let’s say right here, this is more of a um what’s that word? Like they take a longer time. They take their time. Let’s

00:41:36
just say that. All right. There’s people who would want efficiency and there’s people who would want them to take their time. And you have to show up in a way where for your belief system, they could want both. I might want efficiency. I might want people to take their time. Um, the wrong thing to do here is to say that I want a dentist or I want to make this axis uh bad dentists and I want this to be good dentists, right? Because no one wants a bad dentist, right? So, what we’re trying to do is we’re trying to create

00:42:10
meaningful axes, meaningful ways to plot competitors um to see how they show up and so that we can claim a quadrant that isn’t being served. All right, nine minutes. Um, and in the exercise, so I’ll put the actual exercise in the description. I’ll put all the course stuff down there. Um, check it out. We go through it more intensively on how to pick the right axes and stuff like that. But you’re basically going to list out the most meaningful stuff and then put the like the top two meaningful stuff here and

00:42:44
here. So let’s say here is um let’s say this is an office that is more high um high tech and materials and let’s say this is more of an office that is um rep uh reputation um like prestige of school and things like this. So yeah, there’s people who are going to want high-tech and materials. People are going to want uh a doctor who has a lot of reputation and prestige. Maybe they’re a professor. And you start plotting out the market. Let’s say there’s competitors here.

00:43:28
There’s people who um a lot of efficiency, a lot of um people with high-tech or whatever. Let’s say it plots out to something like this. Then you could say you could see that okay um things that people would find meaningful that is a way of being for a dental office that isn’t being served at the moment is one that takes their time and has a high reputation and prestige. This isn’t the best example but um in this example that would be what you lead with. And so you would basically be

00:44:03
trying to create a practice that lends themselves lends yourself around here. And of course like reputation and prestige, these are all touch points. Um how you show up this way is determined by your touch points which is how people experience you. And what you’re trying to do is you’re trying to align with your way of being. So if you say I’m going to be the one that has the best reputation and best prestige um or has doctors from a prestigious school, then it’s going to then you’re going to create alignment by

00:44:36
hiring doctors who are from a good school or making sure that the culture in your uh among your team is to take time make sure every patient feels like their time is valuable or or like they’re they’re being attended to. um and you’re trying to align every element of it because we have identified that these are axes that are very meaningful to that belief system profile. And if you can show up in a way that’s very meaningful to them, now you create word of mouth and word of mouth becomes your

00:45:05
next asset. Uh beyond permission assets, you also add word of mouth. Um your positioning itself is going to be an asset. uh the way you choose to show up is something that you can continuously double down and build upon versus other people who generally dental offices don’t take the time to position themselves. They don’t understand this and so they show up in a way that’s very random. They might introduce um new new uh partners or they might introduce like new associates who don’t lend to the

00:45:38
alignment that they were going for. They might make a decision that is out of alignment with how people were perceiving them, thereby breaking whatever narrative they had. So, if they were showing up as taking their time and being high-tech and materials, they might make a decision that actually breaks that apart and removes them from this because they weren’t aware of what their positioning actually was. So those three different assets um permission asset, word of mouth as an asset, positioning as an asset, all

00:46:06
these things are going to build the long-term um sustainability and help you get away from reliance on things like advertising. And I just realized we never even talked about advertising, but I’m out of time. Um I think my videos are going to cut off soon. Uh if you’re interested in advertising, check out my other videos. I’m sure I’ve done a lot of them. Um yeah, check out the course. I’ll go over advertising. I think I go over advertising. I think I do. So, oh, I think I don’t. So, check out my other

00:46:34
videos and I hope you found this uh video helpful. Thanks for watching.