Overcoming Patients’ Preconceived Notions

Many dentists are squeamish about the sales side of dentistry, especially when it comes to offering elective procedures like whitening, veneers, etc. And it can be hard to ask someone for $10,000 or $15,000 a jaw even when they badly need a full mouth reconstruction. But according to research presented by Influence at Work, when you present certain information can be the difference in whether the person accepts or declines the work. Influence at Work is the company of Dr. Robert Cialdini, the author of the highly influential book Influence. Here’s what they found and how it relates ...

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Make Potential Patients Offers They Can’t Resist

OK, so you’re hitting the ears and eyeballs of potential patients. Now what? Let’s talk about how to draw patients with a magnet, and it has nothing to do with how much metal they have in their teeth! You want to capture leads. This is where you use your lead magnets. At SmartBox, we talk about these as dental advertising lures. What can you give someone to entice them to give your their name, email address and other information? You may remember that a previous post talked about Dr. Robert Cialdini’s principles of influence, and this fits in with his principle of ...

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Here is a Method That is Helping Dentists Market ‘Internationally’

This is the final part of our series on Dr. Robert Cialdini's six principles of influence. He published them in his multi-million selling book "Influence: The Psychology of Persuasion." One of the big reasons I like Dr. Cialdini is because he has studies that back up what he says. I learned a lot from "Influence" and from a webinar I attended earlier this year in which he was a speaker. The six principles (with links to blogs about each one) are: Reciprocity: People feel obligated to give to those who give to them. Liking: People prefer to say yes when they know and like ...

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READ NOW: You May Never Hear This Again

That, friends, is how you create scarcity. Scarcity is the last of Dr. Robert Cialdini's six key principles of influence (the subject of a series of blogs I started several weeks ago), and it centers around the basic law of supply and demand. The less of something there is, the more people want it. Remember back in 1985 when the Coca-Cola company made what Time magazine later called "the marketing fiasco of the decade"? Coke's blind taste tests indicated that 55 percent of participants preferred the taste of New Coke. When participants knew which was "new" and which was "classic" ...

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How to Turn Patients Into John Hancock

There is a story that founding father John Hancock signed the Declaration of Independence so large so that "the fat old King could read it without his spectacles." There's a lesson dentists can learn from that. Though the story may not be true, the fact is that Hancock and all the signers of the Declaration of Independence could have been executed for treason based solely on signing the document. But first it would have to be proven that it was their hand that signed. Hancock left no question of whether he had signed it should the revolution fail.  He was committed to the cause and ...

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1 Fact that WILL Offend You (and Bring You More Patients)

I hope you're enjoying the series of blogs about Dr. Robert Cialdini’s six key principles of persuasion, and I hope the one today won't turn you off... Because I'm about to be very blunt: patients don't have to come to you. Let me change that up a little bit: patients don't have to come to YOU. They don't have to go to any individual dentist, really. Or a doctor, grocery store, car dealer or any other service provider, for that matter. People have choices, and you should must give them reasons to choose you over your competitors. That is why we are looking at the topic of ...

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Who Else Wants More Dental Patients?

You might think that an odd title for a blog. Frankly, all of my blogs are about getting you, new patients! But this particular blog is about Dr. Robert Cialdini's third key to persuasion: consensus. The principle of consensus is that people decide what is appropriate in a situation by examining what others like themselves are doing in that situation. So, for instance, if you sat in the students' section of a college basketball game while you were an undergrad or graduate student, you may have stood up and clapped, screamed, cheered, booed and heckled because all the other students ...

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Why Getting People to Like You is Good (and I don’t mean on Facebook)

Everyone wants to be liked. Some may say they don't really care, but who would choose to be unliked over being liked? Not a smart, marketing-savvy dentist, that is for sure! That’s because those people who are liked have more influence than those who don’t. Liking is one of Dr. Robert Cialdini’s six key principles of persuasion and the topic of today’s blog, which is part of a series on the subject. I'm a big fan of Dr. Cialdini's, having read his book "Influence: The Psychology of Persuasion" and heard explain the principles during a recent webinar. What he says makes sense and ...

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Giving First is Critical if You Want to Get New Patients

Debt is a powerful persuader. In the second part of our series on persuasion, I'm going to tell you how the idea of reciprocation can bring you more dental patients. Reciprocity is the first of six key principles of influence identified by Dr. Robert Cialdini. The idea is very simple: if someone does something for you, you feel obligated to do something in return. This is based on the idea that people don't want to feel indebted to you. It also has an element of the Golden Rule: Do unto others as you would have done unto you. Or in less poetic language: there is no free ...

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Powers of Persuasion

I'm going to start a new series on how dentists can use persuasion to get more clients today. I recently read the multi-million selling book "Influence: The Psychology of Persuasion" by Robert Cialdini, so I was really excited to get to listen to him on a webcast. He is the foremost expert in the world on persuasion and has worked with some of the biggest companies in the world. Plus Dr. Cialdini uses research to back up what he says; it's not just psychobabble. In this installment, I'm going to give you an overview of Cialdini's six key principles of influence. We'll see how they ...

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If you’re ready to begin getting the only result that matters from your marketing - more and better patients in your chairs - get started today and schedule your Practice Discovery Session™. They’re free to serious dentists who want to see a Patient Attraction System™ that can double or even triple their practice.