Writing Clearly Can Be Challenging ...

One of the keys to writing effective direct response copy is clarity. If the reader has to stop reading and spend time/energy trying to figure out what you are saying, there's a real risk he'll quit reading altogether. If that happens there will be no response.

Writing with clarity can be difficult. Here's why ...

(From Drew Allen Miller's, Board Report for Graphic Artists)

They say "talk is cheap." That's probably because of the old rule of supply and demand. The English language has more words to choose from than any other language in the world -- in all of history, for that matter.

We have over 800,000 words to choose from when communicating. And more than 60,000 words have been added since 1966.

Do we need them all? Hardly.

Journalists use the most to ply their trade -- about 20,000. Doctors, lawyers and the clergy use only about 10,000. And the average skilled worker uses around 5,000.

But when you get down to basics, there are only about 500 words that we all use on a regular basis. But these 500 words have about 14,000 different dictionary definitions.

Are you beginning to see just how easy it is to be misinterpreted?

[Reprinted originally from Drew Allen Miller's, Board Report for Graphic Artists newsletter. You can reach Drew through his boardreport.com web site.]

Copyright 2007 by Galen Stilson

It Pays To Get Your Patients To Complain ...

... then quickly and satisfactorily recify that complaint.

Here's what one research study found with regard to people who spend money on big ticket items but are, for some reason, unhappy. This would apply to virtually every dental procedure ...

* Only about 9% of the people who are unhappy will remain loyal to your practice ... if they don't complain.

* If they complain but don't get the problem resolved to their satisfaction, only 19% remain loyal.

* If they complain and you ultimately solve the problem to their satisfaction, 54% will stick with you.

* Solve their problem to their satisfaction quickly, however, and happy days are here again with the loyalty factor jumping to 84%.

Re-check those numbers. Pretty discouraging ... or encouraging ... depending on how you look at them, aren't they?

Copyright 2007 by Galen Stilson

How To Get More Referrals From Professional Colleagues?

Let's break it down to something simpler. From my experience, here are the key reasons why many dentists don't get more professional referrals.

1. They seldom, if ever, ask for them. (You will seldom get what you don't ask for.)

2. When they do receive a colleague referral, they don't express or show their appreciation. (Just as you should express and show appreciation to patients who refer others, you should do the same with your fellow professionals.)

3. They don't reciprocate with referrals back to their colleague. (If it's possible, you should refer back ... it likely will be expected.)

4. They don't view the process as a strategic relationship-building (marketing) decision in which both parties should benefit.

If you view getting more professional colleague referrals as a part of your overall marketing plan in which you actively attempt to build strategic relationships -- then ask for referrals -- you're likely to get them.

And if you express appreciation and reciprocate with referrals of your own, you'll keep them coming for years to come.

But where should you start? A Word Of Mouth marketing program is a logical starting point.

I'll go into more detail on this subject in the future.

Copyright 2007 by Galen Stilson

Are You Hiding From Your Patients ...

If your practice location is not easy to find (and I'm talking VERY EASY to find) then it's critical that you give all new patients precise directions and a map. And if you're in an office complex, be sure to tell your patients how to get to your office once they get to the complex.

Your first impression is not going to be a good one if a new patient has to search and search for your practice. And if your first impression isn't a good one, there's a chance you won't get a chance to make a second impression.

Have maps and directions in printed and digital formats. That way you can quickly mail, fax, or email the info to your new patients.

Copyright 2007 by Galen Stilson

Docs Make Case Against Braces

One of the suggested benefits of braces for kids has always been that they'll grow up with more confidence and self-esteem if they have beautiful, perfectly aligned teeth. I've used that benefit claim in marketing material I've created for different orthodontists.

But a new study suggests that isn't true.

“'Orthodontic treatment, in the form of braces placed on children’s teeth in childhood, had little positive impact on their psychological health and quality of life in adulthood," said Dr. William Shaw, an orthodontist from the University of Manchester and one of the authors of the study, published in the Jan. 22 issue of the British Journal of Health Psychology. 'This runs contrary to the widespread belief among dentists that orthodontic treatment improves psychological well-being, for which there is very little evidence.'”

However, according to this article, "the study focused on a smaller subset of kids whose orthodontic needs were not extreme, but considered to be 'borderline,' and who did not have them treated."

Thus, the psychological benefits of braces still may hold true (in addition to better overall dental health) for kids with badly misaligned teeth.

Copyright 2007 by Galen Stilson