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Patient Attraction Episode 215
There may be no more famous set of false teeth in all of cinema than the famous James Bond villain of the late 1970s “Jaws.” I’m going to tell you how the creator of those famous chompers got bitten in the rear end earlier this year and how that affects your marketing when we return.
– If you’re over the age of 40 or just a big fan of 007 movies, you probably remember the bad guy Jaws in the films “The Spy Who Loved Me” and “Moonraker.”
– While those weren’t two of the best James Bond movies – Roger Moore is no Sean Connery after all – they did give us those iconic set of false teeth.
– Those teeth were created by British dental appliance fabricator Luis Fairman.
– Well, this summer Fairman got in a bit of trouble for producing a YouTube video in which he called himself a dental technician.
– The problem is, the Brits have a law that says all dentists, orthodontists, dental nurses, dental technicians and hygienists must be registered, and Fairman was not.
– So he got fined about 1,050 pounds total, or about $1,700.
– For his defense, Fairman said he was a dental technician before the law was passed and just never bothered to register.
– Now he is going to stick with calling himself a “dental mechanic” and repairing and producing dentures.
– There are two things I would say to you about this:
1. Be very careful of your wording choices.
– Most of you live in states with at least SOME restrictions on how you can promote yourself.
– Some state dental associations are more strict than others, and our Canadian viewers face even more restrictions than most of their American counterparts.
– Don’t let a “slip of the tongue,” as Fairman claimed, bring you negative publicity.
2. Secondly, and even more importantly, don’t make false claims.
– Don’t exaggerate your expertise.
– Don’t publicly claim certifications you don’t have, even if doing so seems minor.
– Here’s why:
– A big part of what you sell is credibility.
– Most people will believe you if you say you are an expert in orthodontics, implants or sleep apnea.
– They have no reason to doubt you.
– If you are doing a good job in your marketing, there will be plenty of instances online to back up your claim.
– But the truth has a way of coming out.
– If you do a promo video that says you are a “certified” in a particular treatment, you’d better really have a reputable organization standing behind that, and not that you participated in a two-hour seminar during your last state dental association meeting.
– Because it will be a real black eye for you if a competitor researches your claim and outs you.
– And, of course, it could really damage your practice if your state dental association nails you for doing so.
– Instead, emphasize the things your really ARE certified in and really do well.
– Otherwise, those exaggerations could come back to bite you in the end.
– Until tomorrow, keep moving forward.