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One of the lessons we are reminded of in this tedious period of Election campaigning is that it is very difficult to change a narrative or belief with facts.
We've had 4 weeks now of televised debates, interviews and broadcasts that have contained nothing more than:
"My facts are better than their facts."
And the reality is that we have already stopped listening to most of the noise.
"We are the X party and our facts are better than the Y and Z party facts."
"We are the Y party and our facts are better than the X and Z party facts."
"We are the Z party and our facts are better than the X and Y party facts."
Yawn.
Imagine now, your dental marketing.
"Here are my facts - and my facts are better than everyone else's facts (or no facts)."
Yawn.
What type of people do you think are interested in your facts?
It's now an old joke - but I'm going to single out teachers and engineers - who want to know as many facts as you do before they make a purchasing decision - but then shop around for the lowest price.
Seth Godin suggests that the people we really want to attract are those who are asking:
"Do people like me visit practices like yours?"
They don't want facts - they want advocacy.
A patient testimonial from "someone like me" is worth more than a thousand facts.
Focus on facts in your marketing and you will attract patients who are looking for a quantitative experience - "how does it work and how much will it cost me?"
Focus on advocacy in your marketing and you will attract patients who are looking for a qualitative experience - price isn't the issue.
Google review;
Word of Mouth;
Selfie;
Video testimonial;
Case study.
Effective marketing is about advocacy.
Recruit advocates.
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