“OMG – look everybody – my dentist has a Christmas Tree in their waiting room!”

This is not me being a Grinch.

This is me being a marketer.

In life, the objective of posting on to social media is to share with your tribe the mountains, valleys and missiles of your life (blimey – do you remember that expression?).

In business, the objective of posting on to social media is to get shared.

So I’m just going to ask a simple question.

How many of your patients do you think are going to share the photograph of the Christmas Tree?

May I please remind you of my “80/15/5” rule when it comes to marketing content:

  • 80% stories about the difference that you have made to the lives of real people;
  • 15% stories about what the team are up to (that’s where the Christmas Tree fits);
  • 5% BDS – boring dental stuff – how to floss, here’s a picture of my new scanner, how to brush properly, I’m on another course.

I’m not saying “don’t” – I am saying “don’t get suckered into posting lots of lovely Christmassy photos and then conveniently forget to collect the patient stories (photo and/or video).

DON’T EVER FORGET THE 80% RULE.

I know the tree is easier, I know the tree doesn’t need to sign a consent form, I know you don’t have to ask the tree and run the risk of it saying “no”.

But.

Before you disappear into 3 weeks of boomeranging mince pies and holly….

Marketing is what happens when you tell a story about how what you do has changed somebody else’s life for the better.

“OMG – look at Auntie Mary’s new smile – where did she get that done?”

Is a better conversation for people to be having over Christmas.

Make sure they can.

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Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.

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