Love my dentist

This is not so much about how to market a dental practice, as it is an illustration of how smart marketing strategy can permeate every aspect of a busy professional service firm. During my last appointment, Dr. Penski and I talked about her practice and approach to marketing. Here's what I learned: Clear Positioning: Fresh out of Georgetown University's Dental School, she couldn't get funding for her vision of a practice that would cater to women. In her words, "Anger was a great motivator," so she set out to fulfill her dream by catering to private-pay professional women and moms, two very influential forces when it comes to how families spend their dental dollars. From the start, she and her business partner knew they would best serve this niche by offering "dentistry with a caring touch." This vision permeates everything, setting a baseline for how they package and promote their services, their approach to sales, the care they provide, and day-to-day performance for the entire staff. Thoughtful Packaging: Dr. Penski explained how they created their practice "identity" on a dime. Over dinner with spouses, the couples discussed how to "package" the new practice including uniforms, office decor, business stationary, and welcome brochure. A husband suggested they use the symbol of a fern, since it was "old, natural, and graceful -- just like they were!" The silhouette of a fern, plucked from Dr. Penski's garden and created on her copy machine, shows up everywhere. Nature is also the theme in the waiting room where you can relax browsing nature art books, listen to soothing spa music and a fountain, and enjoy an herbal neck wrap. The caring touch is reinforced with an album bursting with patient letters, baby announcements, wedding photos, and thank you cards. A photo album of before and after shots demonstrates credibility in yet another way. Smart Promotion: I found Dr. Penski on the Washingtonian Magazine list of top dentists. A smart place to appear, if you're catering to professional women in DC. I immediately knew something was different when the receptionist told me that my first appointment would be for the doctor to get to know me first, as well as assess my dental needs. The day after I made my first appointment, I received a "Welcome to our Practice" package, that included a simple but sincere welcome brochure, medical and insurance forms to complete before my appointment, a health assessment that also asked me, "If there was one thing you could change about your smile, what would it be?" and clear payment policy. All of these things served to set a standard, manage my expectations, welcome me, and connect with me before my appointment. It was also a smart way to start up-selling me even before my first visit. Sophisticated Persuasion: The practice takes a phased approach to bringing a new patient on board. This is also a sophisticated way to build trust and encourage further use of their services. The first appointment was all about assessment and relationship-building. In addition to the most thorough, tooth-by-tooth assessment and set of x-rays I've ever experienced, Dr. Penski took her time getting to know me as a person, about my background, and my concerns or fears about going to the dentist. When I mentioned an interest in whitening my smile, she talked me out of it, showing me how it would look unnatural. My trust in her credibility and interest in my wellbeing continued to deepen. I asked Dr. Penski why, in 30+ years of regular dental care, was this the first time I'd ever received this thorough of a check-up? Her response: they break all the prescribed rules for how much time to spend with each patient, which gives them the freedom to be as thorough as possible. The business model works because they spend more time with higher-paying clients, who specifically value the approach Dr. Penski and her partner take. They don't have to make up for lower insurance reimbursements with a higher volume of patients. There is an overall atmosphere of calm, nurturing focus on each patient. Everyone wins. Before leaving, my second and third appointments were set up for cleaning and another minor procedure. I was up-sold on the spot and happy about it! Relationship-Building Performance: Dr. Penski explained that the cornerstone to the practice is their daily all-staff meeting. Held every morning, they discuss each patient coming in that day as a whole person: her dental treatment, what's going on in her life, what issues or fears she might have about today's procedure, and other things that matter to her experience and treatment. The meetings serve to center and refresh the doctors and staff every day, so that they're really focused on each person as an individual when she arrives. The caring approach and relationship-building performance continued with a follow-up call to see if I had any questions from my first appointment and to provide me contact info for a new doctor referral I mentioned needing as I was leaving. Never did I think I'd become a raving fan of my dentist, but there you have it! When I asked Dr. Penski about what they specifically do to market the practice, she said, "We don't have to market!" The truth is, they market every day because of how they choose to run their practice. Here are some ideas you can borrow to create your own raving fans: 1) Pick a clear niche that you really want to serve and go after it. You've got to really love your niche, or your efforts to penetrate this niche will ring hollow and fall flat. As important: make sure your niche has money to spend and is willing to pay for what you can deliver. 2) Think of ways you can start the marketing process before you even meet new prospects. How do you want them to first know about you (i. e., on the Top 10 List of something that matters to your target audience)? What will build your perceived credibility in the eyes of your target audience (i. e., the album of patient thank you notes and photos in the waitin room)? Surprisingly, Dr. Penski's practice does not have a website, which is an essential marketing tool for any professional service firm! But that doesn't stop them from doing the same things offline through low-cost printed materials and other credibility-raising, trust-building tools. It's how you use these tools that matters. 3) One you've got their attention, what can you do, say or send that will invite prospects to connect with you and set the standard that you are different (i. e., a Welcome Package, self-assessment or maybe a "Checklist to Help You Pick the Right CPA for Your Business")? 4) Be consistent. Does what your firm stands for permeate everything you say, do, offer, print, show and produce? You don't have to have a big marketing budget to infuse your vision into everything you do. 5) Invest in relationships. Would you rather have as many higher-paying, appreciative clients as you choose or be constantly running to keep up with lower-paying, high-maintenance volume? It's a choice you have. 6) Pay attention to the details. Clients who are willing to pay good money for your professional services will not stick around if you don't attend to the details. Dr. Penski's daily staff meeting is her vehicle for making sure nothing falls through the cracks. What's yours? No website, home-grown graphic design, far fewer patients per hour than recommended, chatty staff and personal relationships with patients... Is this any way to run a professional service firm? You bet!

What is search engine marketing

"What Is Search Engine Marketing The search engine is a website, which tracks other websites. Deploying a website is no way means of getting any kind of recognition in this world. Web is a reliable source for millions of websites that want recognition. Once your web site is up and running makes sure to list down all the major search engines. Most customers use search engines to begin searching for a specific product or service. We provide effective solutions for our clients that can have website contents designed around the targeted keywords. We also provide some dedicated web sites, which can promote your web site free. As per business prospect, the enquiries are generated for the top ten or fifteen websites only. However, the search engine keeps on changing this way in terms of priorities. Therefore, it is vital to realize the use of precise targeted keywords by the users and webmasters for long-term effectiveness. Every marketing initiative begins with a solid marketing plan; hence, search engine marketing is no different. However, it is quite an unfortunate fact that most of the search engine marketing are conducted without any the firm foundation and clear direction that a good search engine marketing plan can provide. You can also put your own banner ad on either top or bottom of the highly trafficked page. There is more than one reason for search engine marketing company for marketing your business through the search engines, such as increase of brand awareness, increase in traffic or popularity. Furthermore, as in world, the search engine marketing company revenues continues to climb, search engine marketing will demand increasingly stable and intelligent management approaches that incorporate time tested methodologies, which are common to traditional marketing. We also provide the detailed essential components of basic search engine marketing. Every attempt is made to generalize the instructions and examples for developing a very insightful and effective search engine marketing in such a way that its guidelines are followed by a greater diversity of readers. Each numbered item represents a unique section within the plan itself. "

Backend profit secrets and viral marketing

Once you truly understand the power of backend profits, you’ll explode your marketing results and create an unstoppable viral machine. The techniques I will reveal to you have often been taught in many marketing courses and articles…but they are still underutilized because of two words - “tunnel vision.” Backend profits means the additional income that you earn from a customer. The first purchase from a customer is the front end profits while the second purchase and so forth will be your backend. The really good marketers understand that the most money will be made on the backend. Here are a couple reasons why: You can charge higher prices for backend products because you’ve already built a relationship with your customer. They already know the quality of your product and of your customer service. You no longer have to convince them that you’re credible and that your information is good. You only have to convince them that your backend product is higher quality than your front end product and that they NEED the backend product. Trust is one of the single most important components of selling. You can earn that trust by providing a good front end product. Most marketers do not truly understand the power of the backend and that’s a fact. I know because I see very few affiliate programs which pay higher than 50% commission. Think about this for a minute. Let’s say you sell your product for $50 and you give 50% commission. You have 5 affiliates who each make 10 sales each. You pocket $1,250 after paying commissions. You now have 50 customers. Five of them end up purchasing your $100 backend product for a profit of $500. Total profits is $1,750 for you. Now let’s consider giving away 75% commission to your affiliates. By giving away higher commissions, you get 10 affiliates instead of the 5. Ten affiliates making 10 sales each at $50 will make you $1,250 - which is the same front end profits as before. Now you have 100 customers and make 10 backend sales for $1,000 profit. So how did you end up making more when you increased your affiliate commissions by 25 percent? You made it on the backend. Here’s what is happening behind the curtain as you increase your commissions. You gain more affiliates and subscribers as those affiliates send you more traffic to your site. Those affiliates are happier with their higher paycheck because you gave them higher commissions. Therefore, they will continue to send traffic to your site. This cycle increases your traffic over time as you gain more customers, more affiliates and more subscribers. It’s the ultimate viral marketing machine! More subscribers equal more profits. More customers equals more profits. More affiliates equals more profits. So is all that worth a hit on your front end profits? Yes! The problem most people have is they can’t stand to see their affiliates making more than them. Tunnel vision keeps them from seeing all the extra subscribers, customers and affiliates which could be theirs. Please remember one thing about running your affiliate program. A 75% reduction in profits is better than a 100% reduction, which is the case if the affiliate had not made ANY sale. In summary, you should create an affiliate program for your front end product which gives away a majority of the profits. You should also spend your time creating multiple backend products. If the type of product you're selling requires manual work and it's not worth it for you to give higher commissions then an option for you is to create a different front-end product which will serve as a portal into your product line. Your main goal in creating an 'intro' product is to use it to gain more traffic to your site. When you get the traffic, you should capture as many prospects as you can into your marketing funnel. When you have more leads in your marketing funnel, you can control where they go by directing them within your follow-up emails.

The promotional product edge

The Promotional Product Edge! Make your logo or message stick. Brand identity will keep you business and increase customer loyalty. There are events throughout the year that is easy to use promotional products. Many events are obvious and popular like Valentine’s Day, 4th of July, Christmas or Halloween, but the potential is unlimited to use your imagination. Making the impression that will last with customers old and new is the key. Here are 6 tips that will give you the promotional product edge. 1. A promotional product should relate to the advertiser, either through the item itself or what you inscribe on the item. For example: One of our customers gave out a corn letter opener. They were a firm from a major city that had nothing to do with corn. However they used the theme that they were a player in the playing field. The unique message along with their logo was a hit. Another company gave out a chocolate candy foot and said we want to get our foot in the door. 2. Make your promotion have it own "individuality," A successful campaign is a means to make a statement. 3. Give a gift that recognizes your company, product or the service you offer. Select a product that will excite your customers and hold their interest. 4. Dare to be different. 5.Use a promotional product that shows perceived value and are enticing or will enjoy using. 6. Make the imprinted item talk to your customers Do you have a trade show conference coming up? Want to make an impression on your potential customers? Don’t want to dole out the usual corporate gifts and specialty item pieces? You’ve come to the right place. We have unique tradeshow giveaways that will excite your customers and hold their attention. These promotional giveaways are more than mere promotional advertising items; we have tradeshow giveaways that are enticing puzzles and mind games to satisfy your customers’ intelligence. For a more whimsical approach to your trade show promotion items, try our boomerangs or eyeglass clip options. Want to give your customers something they will enjoy later? What about distributing personalized mint dispensers as an innovative trade show promotion idea? If you want people to stop by your tradeshow display, try the classic action of flashing yo-yo’s, paddleballs and flying foam boomerangs. Reel in your audience with our promotional advertising items and keep their attention with your well-planned and informative presentation! Our promotional advertising items will entice your audience, and make your trade show display stand out. Add more promotional giveaways to your order with Garrett Specialties garrettspecialties , and you can have plenty of tradeshow giveaways to give your customers. Therefore, long after your presentation is finished, these promotional giveaways will keep your company in the forefront of their minds.