Finding a dental practice *niche* that is not readily served or marketed by competitors can help a practice grow and profit. It can lead to quality word of mouth, patient loyalty and personal satisfaction.
"But dentists are basically the same, most of us do the same things, provide the same services. Plus, we can't call ourselves specialists. So there's no way we can really create a special marketing niche," you might be thinking to yourself.
Not so.
What's the difference between Extra Strength Excedrin and Migraine Excedrin? Nothing. Each contain 250 mg. of acetaminophen, 250 mg. of aspirin and 65 mg. of caffeine. Yet they are marketed differently to different niches. And they're both profitable.
What's the difference between Benedryl antihistamine and Nytol sleeping aid? Not a thing ... except for the consumer niches they fill.
While dentists (and their practices) may look the same, feel the same, smell the same, and offer the same services, there are legitimate distinctions that can be made to make you stand out above all others ... at least to specific segments of your market.
If you understand product/service positioning (one of the better books on the subject is Positioning: The Battle for Your Mind, by Al Ries and Jack Trout), you'll be able to quickly appreciate that a viable dental niche is simply identifying some aspect of the dental market to which you can lay claim and be readily identified with as THE expert. It's a unique position which, if promoted, will stand out in the prospect's mind.
What are some feasible dental practice niches? You could niche yourself as the practice especially for seniors or executives or dental phobics or the upscale market, etc.. You could turn your practice into a dental spa, a holistic practice, a new age experience, or a special needs practice, to name just a few.
Depending upon the demographics of your area, all could be viable.
But, do your research before committing to a niche. If you love working with seniors and decide to go focus your practice on that market niche, be sure there are enough seniors in your marketing area who can afford your services and produce the kind of income you're after.
If you don't, you could niche yourself into a small corner.
Copyright 2007 by Galen Stilson
Saturday
More Headline Humor ...
As I mentioned in an earlier blog, headlines are critically important to the success or failure of your ads. Therefore, they demand more of your creative time to make sure you get them just right, unlike the the authors of these article headlines ...
Copyright 2007 by Galen Stilson
- Juvenile Court To Try Shooting Defendant
- Two Sisters Reunited After 18 Years In Checkout Counter
- Never Withhold Herpes Infection From Loved One
- If Strike Isn't Settled Quickly, It May Last A While
- Cold Wave Linked To Temperature
- Typhoon Rips Through Cemetery; Hundreds Dead
- Kids Make Nutritious Snacks
- Hospital Sued By 7 Foot Doctors
- Local High School Dropouts Cut In Half
- Ban On Soliciting Dead In Trotwood
- Red Tape Holds Up New Bridges
Copyright 2007 by Galen Stilson
Tuesday
One BIG shot or multiple smaller shots?
Are you better off mailing one direct mail package at $1200 per M, or two at $600 per M or three at $400 per M?
You may be better off mailing a series of less expensive packages than you are dropping your $$ load in one pile. You have a better chance of catching a prospect in the *responding* mood if you expose yourself to him/her repeatedly.
It's also easier to force yourself to focus on one primary appeal per package when you use multiple follow-up packages. And it's that singular focus which might appeal to different prospects.
Bottome Line: It's worth testing one big shot versus multiple smaller shots.
But you know what will probably work even better? A big shot ... followed by a series of smaller shots (given your marketing budget is sufficient).
Cheers ... and bottoms up.
Copyright 2007 by Galen Stilson
You may be better off mailing a series of less expensive packages than you are dropping your $$ load in one pile. You have a better chance of catching a prospect in the *responding* mood if you expose yourself to him/her repeatedly.
It's also easier to force yourself to focus on one primary appeal per package when you use multiple follow-up packages. And it's that singular focus which might appeal to different prospects.
Bottome Line: It's worth testing one big shot versus multiple smaller shots.
But you know what will probably work even better? A big shot ... followed by a series of smaller shots (given your marketing budget is sufficient).
Cheers ... and bottoms up.
Copyright 2007 by Galen Stilson
Saturday
Say What? ...
You work and work and work to make sure your marketing copy is easy to understand ... to where it won't be confusing and can't be misunderstood. But, never fear, there will be people out there who will still not get it.
From the files of the California driving exams archive, here are actual answers given to standard questions:
Copyright 2007 by Galen Stilson
From the files of the California driving exams archive, here are actual answers given to standard questions:
Q. What is the difference between a flashing red traffic light and a flashing yellow traffic light?Story moral: Do your best to make your copy as crystal clear as possible ... and accept the fact that there will still be some people who will still be baffled by it.
A. The color.
Q. What changes would occur in your lifestyle if you could no longer drive lawfully?
A. I would be forced to drive unlawfully.
Q. When driving through fog, what should you use?
A. A car.
Q. Do you yield when a blind pedestrian is crossing the road?
A. What for? He can't see my license plate.
Copyright 2007 by Galen Stilson
Monday
Headline Importance and Humor ...
The headline is the single most important copy component of any print ad. It, by itself, can make the difference between the success or failure of an ad.
Although the following headlines are taken mostly from article headlines and not ad headlines, they clearly illustrate the importance of carefully wording your headlines ... and saying precisely what you mean.
Copyright 2007 by Galen Stilson
Although the following headlines are taken mostly from article headlines and not ad headlines, they clearly illustrate the importance of carefully wording your headlines ... and saying precisely what you mean.
- Police Begin Campaign To Run Down Jaywalkers
- Drunk Gets Nine Months In Violin Case
- Iraqi Head Seeks Arms
- Panda Mating Fails, Veterinarian Takes Over
- Eye Drops Off Shelf
- Teachers Strike Idle Kids
- Enraged Cow Injures Farmer With Ax
- Miners Refuse To Work After Death
Copyright 2007 by Galen Stilson
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