Top 10 marketing mistakes that dentists make in Australia (5)

Today on Marketing Monday, Angus Pryor, the founder of Dental Profit System, will continue with a new series on the top 10 mistakes that dentists make in Australia.

You can watch the video or read the transcript below.

Transcript: Top 10 marketing mistakes that dentists make in Australia

Well hello entredentists, Angus Pryor here, creator of the Dental Profit System, co-author of the Kindle Crushing Book, The Better Business Book, bringing you number six in our countdown of the 10 most marketing mistakes made by dentists.

Mistake number six is around signage. The mistake that I see is not getting a good return from your signage. To give you an idea, one of the things we do with our clients is we track calls, and the question we ask is, “Who do we thank for referring you to us?” I can tell you having done that 1,000 plus calls, that 25% of the calls said signage, or drive by was the reason that they became a client. 25%.

If I can put on the other end of the scale, we had a client that we worked with for about three months, and they’re on a major road and the same question was asked of their clients, and not one client mentioned signage. So, the potential return is very high, but the actual return can be very low if your signage is no good. Signage is really critical.

Now, how do you do signage well? Honestly my main message there is don’t be too cute. Where I see people getting into trouble with their signage is they try to kind of get a whole lot of detail going on, but what you really needed to be doing is having something that’s really obvious that it’s a dentist, or whatever your business is. Don’t be too worried about getting a lot of detail in there, sort of fine messaging.

My family, we like doing garage sales, or yard sales. Particularly my wife, and one of the things we learned in that, you know some people will sort of hand write these signs, and no, no, no, no, no, we get big bits of cardboard, we get the paint out and we go garage sale. That’s the only message that really matters to when people are driving by, and so it is with dentistry.

Measure, find out what your signage is achieving for you. If it’s underachieving, go back work with some sign writers. Big, big, strong, simple messages, don’t get too cute. Your logo doesn’t really matter probably in that situation, just get the message dentist out there.

Otherwise, you could potentially be missing out on as much as 25% new business. It’s a significant mistake. That’s number six.

Otherwise, for me, Angus Pryor signing off. See you next time, when it’s mistake number five. See you guys.