Category: Advertising

“Marketing” is misunderstood and it’s costing you money. Marketing is not Advertising. Advertising – telling strangers how clever you are (credibility). “Our clinicians have placed over 1,000 implants.” Advertising – telling strangers how you do it (capability). “We deliver state of the art dentistry using the very latest digital equipment.” Advertising – telling strangers what…
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A lovely message from Facebook this morning to thank me for being one of their community of 2 billion members worldwide. I’m arranging attendance at both of my daughter’s graduations this month via Facebook Messenger. The same channel through which I communicate with all 5 of my adult children, arrange social and fitness events in…
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The answer to the question depends on what type of marketing you are doing: External marketing – shouting at strangers either in print, via broadcast media or digitally; Internal marketing – whispering to your friends (and their friends) through face to face conversation, in print or digitally. If you are investing in any marketing, the…
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This morning’s news about Google (that they are losing big corporate advertising accounts following the revelation that those same advertisers are being unwillingly featured on extremist web sites to generate PPC revenue) is a timely reminder that digital advertising is still in its technological infancy. Reading pro-digital publishers, we are frequently told to “ooh” and…
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Two questions to ask yourself. Question 1 – what is our message? It is no longer adequate to answer “our message is that we are dentists”. You have to consider: what is special about our dentistry? (in which areas can we demonstrate our 10,000 hours of genius?) what is special about the patients we serve?…
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