How to get your messages across in the right place

This week on Marketing Monday, Angus Pryor, the founder of Dental Profit System, will share with you three quick principles for you to think about getting your message in front of the people in the right place.

Transcript: How to get your messages across in the right place

Well hello, entredentists. Angus Pryor here, creator of the Dental Profit System and the co-author of the Kindle-crushing book “The Better Business Book” bringing you this week’s Marketing Monday.

Now today it is a show about marketing even though I’ve got the heading there that says looking for love. And it’s about looking for love in all the wrong places. For some of you more mature people like me, ·you’ll remember a song “Looking for Love in all the Wrong Places”. And as a marketer one of the things that I’m often faced with is thinking, “Well…because the whole idea of looking for love in all the wrong places is that you need to go to where your clients are. And so that’s the thing that we’re going to cover today.

All right, so looking for love in all the wrong places, one of the things I want you to think about when you are … Oh, first let me tell you a story. I was in the lovely Bowral last week doing a planning day for my business and I was out at a pub having dinner and this was the coaster at the pub. Now you can probably see a smile there. And that’s The Denture Studio in Bowral. And then there’s something to do with jaw here, whatever that is.

And actually, I thought this was quite an interesting one so I’m sitting there having dinner and they bring my drink and there’s the coaster with some advertising from a local denture clinic. And this denture practice hopefully has figured out that instead of looking for love in all the wrong places that they’ve found the right place to do that because at that particular pub perhaps it’s an older demographic and so, therefore, as they’re sitting there waiting as people do at a pub, looked at the ad for the denture thing and then think, “Oh, as a matter of fact, I do need that.”

But it does raise, and I’m just going to cover three quick principles for you to think about getting your message in front of the people in the right place. The first one is when you think about where your business sits, you want to be trying to capture people before they need a dentist. So let me put that down, before. So where is a place where that client would be going to before they come to you? What are the triggers that would cause them to? They’re sort of doing something over here and then following that they go, “Oh, that reminds me, I need to go to the dentist.”

And sometimes it can be to do with, I’m just thinking off the cuff here, it might be to do with kids going back to school or the end of the school year that might be something that would trigger it for them. So, therefore, where are your clients before they come to the dentist? Well in some cases they’ve got their heads in schools, maybe school newsletters or something like that that might be an opportunity for before.

What about during? If people are at the dentist what are the sorts of things that they might be doing during that time? Let’s imagine, and I don’t mean literally the moments that they’re in your practice but around the time that they come in to see you, particularly if they’re getting some more significant work done. What else might be going on in their life which is sort of running in parallel? Now, of course, if they are with you, well then that’s not an issue. But if you could identify what it is that runs in parallel to coming to the dentist and you can find people in this location and that can be an obvious way to bring them across to the dentist.

And then finally, after. Now recently I did a photo shoot. It was probably the first one I’ve ever really got done. I’m releasing a book next year. And it got me to thinking that one of the things that people might do after they go to the dentist might actually be to go and get photos done. Because you’re thinking, “Oh, well I’m going to go and get some photos done”, it might be family photos or whatever the case, “so I better make sure that my teeth are in good shape or white.”, or whatever. So that’s another opportunity there.

Anyway, I just raised this as a way of saying for you to think outside the box to make sure that you’re looking for love in all the right places instead of the wrong ones. And one of the things that you can do, particularly for this one here, is to add an extra question or two to your new patient form. And the question you can do is what was going on in your life that led you to get in touch with us? That becomes a market research question that can be really helpful. Because if you can find those things then you can find a way of addressing that.

All right, so that’s a little insight on looking for love in all the right places. As I said with the coaster from this denture clinic at the pub, just thinking about those things that are either before, during or after that could help to link together with them to bring them into your practice.

Otherwise, for me Angus Pryor signing off. See you next time on Marketing Monday.