Want to know the difference between crappy engagement versus a flood of new patients when running ads on social media? Read on…
For the last 12-18 months I’ve been obsessed with reading and learning from the top marketing and entrepreneurial minds. These “pure” and “seasoned” entrepreneurs and masters of advertising like Jay Abraham, Dan Kennedy, Todd Brown, David Ogilvy and others have taught me so much and how to think out of the box when it comes to marketing my practice.
These giants of the advertising world have shown me examples of great copy, poor copy, great ideas and terrible ones. They’ve show me how:
The layout of your ad can make a huge difference…
…and how copy can influence the performance of even a mediocre idea.
They’ve helped me look at every ad in the way that we orthodontists simply were never trained.
I’ve also belonged to a couple of mastermind groups filled with entrepreneurs, where I am the only health professional in the room. These people have started and built companies with 8 figure incomes that now are turnkey and I’ve sat there amazed at how they make so much selling something far less engaging than getting a beautiful, healthy smile.
So why is it that most orthodontic ads simply don’t bring in a flood of new patients? Why do we get so exasperated with what we felt was a great ad when it doesn’t perform well?
Truth is, there is NO one quick change you can make to an ad to suddenly see a huge influx of new patients. I just wanted to show you how copy can grab you into reading more…but…
You MUST pay attention to two things when you advertise: Your Idea and Your Copy
Great copy will NEVER be as important as a great idea. It’s just as simple as that. The pros will tell you that over and over again. You need to understand your “Unique Selling Mechanism” (USM) and where your prospect is on the sales funnel. Understand those two things and you’re set up forever.
This isn’t something you take a weekend course and suddenly figure out and if a potential marketing “expert” (i.e.-some 30 year old who took an online course in Facebook lead generation) promises you the moon, stars and sun, RUN away. Great orthodontists aren’t built in a week or month and neither are great advertising campaigns.
…they sit down with you to figure out YOUR idea and YOUR copy based on your USM and which clients you’re going after at which stage of the sales funnel.
Sound complicated? It is.
But don’t worry…there will be more down the road. In the meantime, start reading up on figuring out YOUR USM and you’ll start to see how you can change everything!!!
Wishing you the best,
If you want to be a part of a geographically exclusive Facebook group (OrthopreneursRD) where we come together to help each other build better practices and lower stress, please message me. To learn more about your region’s availability and what it’s all about, click HERE.
GLENN KRIEGER IS AN ORTHODONTIST WITH 20 YEARS OF RESTORATIVE AND COSMETIC DENTISTRY EXPERIENCE BEFORE HE RETURNED TO ORTHODONTIC RESIDENCY. DR. KRIEGER LEARNED ABOUT THE IMPORTANCE OF WELL-DESIGNED PRACTICE POLICIES AND SYSTEMS DURING A YEAR AT THE SCHUSTER CENTER FOR PROFESSIONAL DEVELOPMENT IN SCOTTSDALE ARIZONA, AND AN UNDERSTANDING OF GENERAL ACCOUNTING PRACTICES AND INDUSTRIAL PSYCHOLOGY AT THE UNIVERSITY OF WASHINGTON GRADUATE BUSINESS SCHOOL’S “DENTIST AS CEO” PROGRAM. HE IS THE HOST OF “THE ORTHOPRENEURS PODCAST”, MANAGES THE ORTHOPRENEURS FACEBOOK GROUP AND RUNS THE ANNUAL ORTHOPRENEURS SUMMIT.