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The Mirror Effect
Mirror, mirror on the wall, who’s the fairest dentist of them all? Stay tuned and I’m going to show you how to apply the mirror effect to your practice’s marketing.
Hello again, I’m Colin Receveur. Welcome to another episode of Fast Thoughts on Dental Marketing. Today is Friday March 29th, almost through March, it seems like this year has flown by. Ben is ten weeks old now, he’ll be ten weeks tomorrow and geez, it’s really flown. I wanted to talk about the mirror effect with your marketing and to talk a little bit about the intro, no, this has nothing to do with the Wizard of Oz. But it does have to do with talking to your patients in the language that is already going on in their head, entering the conversation that is already in progress in their head.
Your marketing, your website, is a mirror.
When people come to your website they want to see themselves, they want your website to reflect what’s already inside their head. The tone of the website, how they’re going to feel; they want to feel like they’re one with the website. When they’re shopping for a dentist, your patients are going to hop from website to website to website until they find a dentist that they can connect with, that they can resonate with, that is speaking the language and entering the conversation that’s already going on in their head.
When you are getting testimonials from your patients, the big, big thing is not to script it. You want that patient to be talking in their own tone with their own words, if you’re telling them what to say that patient is not talking in the language of the patient, now they’re talking in the language of the doctor. This kind of goes back to what I talked a little bit about on Wednesday about are you marketing to other dentists, do you want that patient talking in dental language, or are the testimonials marketing to other patients? Their tone, you want to be in their own words, you want to elicit, draw their story out of them and get them to tell you how their experience was in their own words. If you’re telling them what to say you’re watering down what you’re doing.
Another extremely important part of a powerful testimonial is to include five aspects in the testimonial itself. The first is simply their face. Whether you’re doing a written testimonial, an audio testimonial and of course if you have a video testimonial you’ve already got their face in it. A face builds trust, it gives the reader something to relate to. The first thing that your reader sees is the face in the testimonial and that’s the first thing that they’re going to connect with, that they’re going to go oh that person’s trustworthy, I can trust them. It’s got to be believable.
The second thing is you’ve got to have a name, preferably a full name, if not first name and last initial or some rendition thereof. A name gives credibility, it establishes more trust. I know there are people that are concerned about putting names on websites these days, but use a first name and a last initial if that’s a concern for you. We’d use the full name if there was no objection to it.
The third item is place. People want to be surrounded by people like them, they want to conform. If you look at, say if you’re at an event, at a dental conference, or you’re at a large party, people come in and they immediately go a certain direction. They go to something that, either people they know, or a place they like to be, maybe they’re standing over the food, or maybe they’re standing in the drink line, or maybe if they don’t see anything that they can conform with their fallback is to go to the bathroom. Whatever it is, it’s really interesting to watch when you’re in a large room how people enter and interact and go a certain way because they want to conform with their surroundings, they want to fit in. Your dental patients are no different.
Every dental office is different.
Some dentists wear a full suit in every day. Other dentist offices I’ve been in have a polo shirt and slacks on and that’s okay. Everybody has a different tone, everybody has a different type of patient that they’re trying to attract. Using the place they’re from, as well as their profession which is the fourth item, is important to establishing the values of your patients, to show your prospects what kind of patients you want to attract.
Your testimonials are going to attract more of those specific types of patients, and using faces, names, places, professions and the fifth item I already talked about, tone, let them talk in their own words. The words that a dentist would want the patient to say in the testimonial is only going to serve to attract dentists to their practice. I would wager a bet that if you’re watching this video right now your primary source of income is not other dentists paying you to do their dentistry, it’s patients. Let the patients talk in their own words; it’s going to be sincere, it’s going to be genuine and they’re going to speak the layman’s language which might seem silly to you or me who want to talk at a higher level, but if that is your ideal patient and you want more patients just like them, let them talk and let them tell their experience in their own way. It’s more genuine, it’s more sincere and it’s going to be more powerful on camera if you ask the right questions and structure the testimonial the right way.
The testimonial is not just about talking about how great you are, or how good of a job you did or smiling and saying Dr. Smith, look, he did such a great job with my smile. The testimonial is designed to do the heavy lifting for your marketing. It’s going to attract more of that type of patient, that ideal, that perfect patient that you want.
The testimonial is also going to overcome the objections that your prospects have. Objections are of course fear and money; those are going to be your two primary objectives. Your testimonials need to address that skepticism to dentistry being pain-free or the fear of not having money and coming in, the worry about having been to dentists before that have said they were pain-free and it was a horrible experience. Your testimonials have to address this right up front. They have to address the skepticism, the cynicism, the doubt immediately. Let the patient, in their own words, say Dr. Smith, he said he was the most gentle dentist in Texas, I didn’t believe him when I said that, I laughed and said I’ve heard that before, there’s no way you can make me comfortable, I’ve been to ten dentists and all of them I had a bad experience with which is why I kept looking, because I was never happy. When I came in, this is of course the patient talking, the patient would continue to say when I came in, they took their time, they let me relax, they turned some TV on, they gave me a blanket and a pillow, all I had to do was raise a hand Dr. Smith said if I felt any pain, but it was as if he knew I was in pain before I even had a chance to raise my hand and he would give me more anesthetic or he would up the nitrous or if you’re doing IV sedation of course you can turn another little knob, or even if you’re doing oral sedation you can adjust certain things there to make sure people are comfortable.
That is the most powerful type of testimonial that you can construct, the reverse testimonial.
Put the doubt on the front end of the video and draw people in and address their fears, address their doubts, overcome the objections and then you’re going to attract more of those same type of patients.
That’s all for Friday. My wife and I are both from large Catholic families so we’ve got some Easter plans this weekend so I’m probably not going to get any more episodes out Saturday or Sunday but I’ll be back on Monday and have some more great tips for you. Stay tuned, Happy Easter and have a good weekend.