Stand for Something #30 | Dental Marketing Guy Show

Does your dental content stand for anything? If not, you could be making yourself unappealing to your ideal patient. Effective dental marketing is honest and takes a stand!

Justin: Welcome to the Dental Marketing Guy Show. I'm Justin, the dental marketing guy and today we're asking a question— what do you stand for? It’s been said that those that stand for nothing will fall for anything. Your dental practice is really no exception to that rule, what does your practice stand for? What makes you different from all the other dentist in your neighborhood? A quick story for all of you US history buffs. You’ll remember Aaron Burr, Aaron Burr was the third vice president of the United States. it's tough to find much information on Burr because he almost never wrote anything down saying that it's permanent and that he didn't want anyone to read his thoughts because he thought it might offend someone or be used against him in some way and he'd be stuck establishing himself with a certain position which he then might want to reverse in any scenario or that he might hurt his reputation or political career by choosing a particular stance. While he did many things in his political career and in fact it was said that Burr was even a better lawyer than Alexander Hamilton who was arguably the best lawyer of his era. Burr was most known for shooting and killing Hamilton, so here burr is a truly elite intellectual of that time while Hamilton is on the ten-dollar bill and the founder of our economic system, Aaron burr is known mainly for doing with Hamilton. What’s interesting is how the argument started between Hamilton and Burr. Hamilton was a lifelong hater of Thomas Jefferson and held exactly opposite political beliefs but Hamilton had actually endorsed Jefferson over Burr in the election of 1800 because at least Jefferson stood for something or at least that's what Hamilton believed. Hamilton believed that Burr couldn't handle being president because Burr was never willing to come out for or against any issue. He never wanted to upset the apple cart and this was his undoing. So what does all of this have to do with your dental practice you ask? Well the content on your website needs to take a certain position. You can't straddle the road so to speak, if you have a truly different way of doing things your patients deserve to hear about it. If you want to build a truly remarkable dental practice and by that I mean a dental practice which people literally do remark about you, you actually have to take some risks and establish yourself as a thought leader in your community. You basically have to stick your neck out and risk alienating some people in order to win your ideal patient over. 99% of dental practices don't take any kind of stance at all. Their content is middle of the road, it doesn't take a chance and unfortunately for them but fortunately for you it doesn't work. I believe that Burrs failures in his political career began with him not wanting to take a stand. So ask yourself are you Hamilton or are you Burr?

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