Only if you let me show you the power of positioning your message the right way… And how it will make you stand out in a fog of sameness.
In the last 20 years, the Dentist/Population ratio has grown at a steady pace in Miami-Dade, Broward, and Palm Beach counties.
And because of that, you can assume the next year — and the years to come… even more people will be competing for your future patients’ attention —while offering the same services as you are.
So, what you can do about that?
To offer better services at the best price, no?
Wrong!
I mean, who in their right mind would hire the best team, use the most advanced technology, and ensure the best possible experience—all for a dirt-cheap price? Ok, maybe not “dirt cheap” but cheaper than your competitors…
That’s not to say that every one of your almost 6 thousand peers will make the exact promises as you. And 99.9% of them also will be competing on price.
Look
There will always be someone cheaper than you, and there’s not a single benefit in being the second cheapest on the market. So, why commoditize what you can do for others, knowing that all countdowns end in zero?
Of course, I’m not saying that you must charge higher prices for the sake of it. I do believe in accessibility, but you should not confuse ‘easy access’ to your services with self-sabotage.
Competing on price is like putting a rope around your neck, tying it tight, and then spinning around until stop breathing. That’s what competing on price will do for your business. Smother him… very slowly.
Does that make sense to you? Obvious right? No?
Yet many clinic owners rely on “specials” and offers like: “Exam, X-rays, Simple Cleaning and Teeth whitening! All for $200”.
Deals that often attract people with zombie-like mouths who see brushing their teeth as a luxury. And also get irritated when you suggest a deep cleaning and all the other treatments they NEED. And they leave upset, writing reviews saying how “ripped off” they felt when their $50 cleaning deal turned into an $800 recommendation.
Still, if your future clients only had dental problems, it would be extremely easy to grab their attention… But they aren’t “walking mouths”, they have so many worries to fix… so many desires to fulfill. Plus, they also will always have the exact excuse to postpone their dental check.
The moral here is that you are facing off with way more business than you think. Heck, you are competing even against the dude who says that we must chew charcoal sticks to whiten our teeth.
Think about you checking your socials in a 5-minute break, even now look at your phone’s notifications… How many things are trying to draw away your attention on a daily basis?
Like a gang of kids, trying to get the candies inside a pull ring piñata, our noisy society is yelling while pulling in different directions to get the prize… Your Attention!
So far, here’s what we know:
Why?
Because now you truly understand that the central piece of the puzzle is missing…
The piece that will set your dental practice apart from competitors while making customers choose you —not for being cheaper, but for the value you bring to the table.
The only way to achieve this is through positioning.
This… in simple words, is how your clients perceive you… For example:
Are you an authority in your field? Or the cheapest dental office? Are you someone worth waiting months for?
Positioning is about making yourself memorable to your future customers. Making room for yourself in their reality or in what is already established in their mind.
Now, the easiest way to become memorable is to create something new in the mind, or in other words, to be the first. Something quite difficult to achieve today (and expensive). But doable by re-tying some “mental connections”.
But how do you create that novelty?
Today, the market does not respond to strategies that worked a few years ago, due to the increase in competitors and marketing noise.
Think about the ease of creating content thanks to artificial intelligence and the rise of “experts” (GPT brain). Add to that the billions Google and Meta spend to make it easier for business owners to advertise themselves. Making the fog of “me-toos” even denser.
Look at this photo. That’s the advertising spending growth!
Today, your future clients are being bombarded with ads. In The U.S.A. the average per capita advertising consumption is about $1000 a year.
This means that if you spend a million dollars in advertising a year.
When you distribute that budget among all the people you can reach… you would end up paying half a penny for a chance to date with a brain, who daily receives at least $3 worth of invitations from other suitors.
Let me put you in perspective:
It would be as if you gave a $1 gift card to someone who visits you, while the competitor you hate the most is giving out a $600 one.
But to be blunt, it would be as if 600 of your competitors gave the same gift card as you.
This is what already happens with a wrong or non-existent positioning. Yet most marketing gurus, pretending to sound interesting, talk about “advertising impacts”.
And you can only talk about ‘impacts’ if any of those 600 people managed to make you react. Yet, your ever-evolving brain has become adept at tuning out the same old irrelevant hum.
You would end up choosing a random one.
That’s why. When you try to get your message across, it’s not a matter of communication but selection.
You must select the part of the idea that has the most chance of breaking through the advanced mental barrier your future client has.
You need to be selective, focus on narrow targets, and segment your audience as much as possible.
In plain English: Stop trying to appeal to all your future clients in the same way.
When you stop doing this, your message will be as specific, clear, unique, and relatable as possible, increasing the odds of hitting the target.
The mistake of assuming that the solution to your patients’ dental problems lies in your services.
Look.
I know that’s a fact. But having that as a premise makes you almost completely forget about the receiver of your message.
On the receiving end is where you solve your positioning issue. Working with your prospect’s perceptions will make them react and choose you.
It’s in the mind of your future client, that you must find a space for your message to land and be well received.
Let’s say you want to explain the importance of visiting the dentist every six months.
You can tell just that… or you can say:
I know you don’t have enough time, and since your mouth looks good, you don’t think it’s necessary for a dentist visit… but look:
It’s quite common to have cavities without knowing it.
In fact, 1 in 5 people don’t realize they have them and often end up discovering them when the damage to the tooth is already evident.
Something perfectly avoidable with a routine exam… is that sometimes a dentist can see the cavities (and more serious issues) through X-rays alone…
So, in case you want to discover if an issue is on its way to destroy your smile… we have XYZ to ensure that for the next 6 months, there will be no unpleasant surprises.
Telling you have to go to the dentist every 6 months or saying…
Hey, there is a 20% chance that a smile that seems healthy today in 6 months could be destroyed. Do you want to know if yours will be okay?
One approach comes out of thinking about the recipient, another thinking about you. One hits the base. The other just doesn’t.
Of course, it is.
And you use them too… along with “not having money”, “not trusting” me, and “not seeing the urgency” in what I offer you… if what I say doesn’t interest you 100%.
When we talk about positioning, truth and objective reality lose relevance when confronted with established perceptions in the mind.
Humans often believe their truth is absolute, regardless of any evidence or facts that may—or may not—back up their perspective.
Also, there will always be ‘facts’ to support any colliding points of view…
And this is something you must always take into account to make your message memorable.
You have to accept perceptions as reality and then reshape them to create the position you desire.
It took me nearly 20 years to realize that this doesn’t mean you’re always wrong.
In fact, you’re likely the right one, but you must accept the opposing view and focus on the receiver to make it easier for them to get your message.
Focusing more on what your future client believes rather than what you can do for them simplifies the selection process I mentioned earlier…
The one that turns your message into a bullet with higher chances of breaking through any mental barricade it encounters.
The battleground for winning the attention war is on your future client’s mind. That is where you fight to win the mental space that belongs to your specific category.
However, due to a lack of knowledge, the ‘gurus’ echoes’, often fail to ask themselves a critical question when talking of positioning. One you should always consider: Position me regarding what?
Yes, you can define the position you want to dominate… but it will always be relative to something or someone.
When you ask yourself, ‘Relative to what?’ you begin to move away from being ‘the best at…’ and shift toward becoming the only one who truly understands the position you want to claim in your patient’s mind.…
For example:
You will stop claiming that your practice is where the client will get the ‘best smile design’…
And you will start saying:
30 hours after you visit my clinic, you will stop putting your hand over your mouth to laugh at meetings… Because all those worries about what your coworkers think of your chipped teeth will vanish.
Yes, three main inner barricades stand between your message and the space you need in your customers’ minds to position yourself as their preferred solution.
You already know the first: which is Attention.
The second? The Skepticism.
The Third one? The Logic.
The right message is like a bullet you can control at will… deflecting or breaking through the barriers that prevent the person from selecting you.
Today, customers don’t buy, they choose. And that choice is what appears when you breach the third barrier.
Now.
At this point, you have the following options:
If you’ve read this far, you definitely will want to work with us, because it can only mean one thing. We can make your future clients pay attention to you as well. Period.
But chances are you’ve been skimming through the entire reading and missed all the golden nuggets on this page, simply because the message is written in the way a specialist talks about his profession.
That’s the first cause potential patients ignore you, even if the life of their teeth depends on looking in your direction. Sound familiar?
Let’s chat, It will be worth it.
You don’t need it…
If you like being one of the crowd, you simply don’t need it.
Now, if what you want is for every piece of content, every ad or presentation you put out there to fulfill its objective of capturing attention and attracting people who want and need what you offer…
You must structure your sales message in such a way that it stands out.
And that is only achieved by creating a “position” that gives you an edge over your competitors.
A ‘position’ that prevents your message from fading away when you present it.
And that saves you from falling into the “cheaper than” trap.
Simply because your future patients will feel that you understand their problem.
Because you will give compelling reasons why they need to choose you in a sea of options.
Because they will see you as a trusted authority that cares about them, and that is worth paying attention to.
And more…
It depends. Mostly on you. But if you are interested in learning more about it, I recommend you to read this page.
If for any reason, attributable to our work, during the period we both agreed upon in our Service Agreement, we don’t generate for you at least 3 times what you paid us. We will pay you back every single penny right away.
Slowly… take it easy.
First, we will need to see if we can help you first.
Well, we probably can, but you should know that we only work with ONE professional in a certain area.
We are not like those agencies that focus on client volume, offering them the same solution disguised as “specialization”. This way, you’ll have a custom approach that puts you ahead of the competition because it’s not what every competitor is doing.
PS: Now… What if I’m right? What if you decide not to act now and miss the opportunity to transform your dental practice in just three months? What if you look back four months from now and think, “I should have acted sooner”? Today, you have nothing to lose, but in a few months, the only thing you’ll have wasted is time. So why wait? Contact us today, and let’s explore the many ways we can help you grow.