What does a dentist do?

My clients do love their jargon – especially all that mumbo-jumbo about teeth and gums – and this was best evidenced by listening to them attempting to introduce themselves to a fictitious business audience at last week’s marketing workshops. In conversation with a client last Thursday, we concluded that, if all the jargon is removed, then what a dentist does can be encapsulated in the following words:

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Make my teeth whiter

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Make my teeth straighter

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Make my smile nicer

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Keep my teeth longer

And for the botox brigadiars:

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Make me look younger

Keep it simple.