A Rookie Mistake Cost Me the Win

I came in second place but I should have won!  Goldberg nicked an Iceberg!

What happened to me this week is a continuation of last week’s “Avoiding Icebergs” series.  

I try to teach Doctors involved in DSM and TMJ not to make it about the plastic. I teach general dentists not to make it about procedures or the process.  Instead, when presenting treatment options, it should be about the patient’s desired outcome, which they will receive when they reach their desired destination, and the best, most reliable way of achieving their desired objective. It’s not about the process, journey, the different devices, digital mumbo-jumbo, the scanning rather than the goop.  To build maximum value, it is all about the outcome and specifically, the emotional benefits the patient will experience when they reach their destination.  It’s about visualizing and internalizing their desired future.  

Like them or not, the Democratic Convention this past week followed that sage advice.  No substance, no details, just promises of JOY delivered by trusted, famous messengers. Lots of emotion stirred up by the Obamas, Oprah, Walz, Harris and of course, the consummate political pundits, DJ Cassidy and a bevy of celebrities.  And it was quite effective.  Cry as you might about it if you’re a Republican, they know that people buy (or vote) based not on detail but emotion.  Look at the empathy Trump received after the assassination attempt.  EMOTION SELLS.

This past week I goofed and didn’t completely and effectively follow my own advice. As a finalist in Dan Kennedy’s 2024 Magnetic Marketing Diamond Member of the Year contest, I was given 10 minutes to make my case in front of Dan (virtually). I focused on the things that I did which were unique in my industry (I was the only dentist) and how, using his teachings, I achieved amazing results.

As I only had 10 minutes to present my case, I discussed the story of how, using Dan Kennedy’s various programs, I developed a unique process of practice growth and sales. I discussed all the tools I used, the mastermind groups I belonged to and the books I read. I focused on the story and the voyage rather than on the outcomes and results, which were:

But I failed to quantify the success by clearly stating exactly how much money I generated and how much I saved.  And Dan loves money!  He wants his followers to get the biggest and best results possible.  And for Dan and the contest, that’s measured in DOLLARS AND CENTS.

The winner, also a long-time Planet Dan groupie, built multiple 8–figure businesses. She glossed over the story and focused on the numbers and quantifiable outcomes, which were very impressive. She deserved to win.

What can you learn from my mistake?  How can you win by quantifying your results?  How can you avoid talking to your patients about the journey and instead focus on the ultimate outcome or destination?

You Do it by promoting and using;

Data you ask?  What data?

By quantifying results in ways that resonate with your patients as proof, removing their doubts and using their emotional outcome, you too can win the prize, more patients and better treatment acceptance.  Emotion and Data should be used on your website, and in all your marketing campaigns to prospective patients and physicians.  Physicians love data!

Don’t feel too badly for me. Second prize is spending 3 days with Dan (who used to charge upwards of $18,000 a day (it might be more now)). Instead of having my expenses paid to get there, I have to pay my way. No biggie because the real prize for first and second places is the same; time with the Master of Marketing, the No B.S. Guru, and the Curmudgeon of Cleveland. I can’t wait.

Some might ask; why would a dentist and now consultant spend so much time with a Marketing guru?

It’s because I learn about systems that help persuade people to do what is in their best interest.  I learn business systems that promote efficient use of time and generation of profit.  I learn this for experts on those areas, not in dentistry.  Then, I adapt them to dental practice, resulting in extraordinary results.  Good marketing is effective PERSUASION.

The term marketing is unfortunate, as most dentists think that shouldn’t be a part of healthcare.  After all, there are no classes in marketing in dental schools. That’s why most dentists get what they get, a 45% case acceptance rate and 90% of them not being able to retire without reducing their standards of living.

That happened to a friend, who rarely listened to my advice, so I stopped giving it.  A great dentist, he plodded along until he just wanted OUT.  And in doing so, he had to sell his beloved boat and stop travelling. He’s now mostly a home body, which, whenI see it, hurts me, as I know, had he listened to me, he would be able to better enjoy his retirement.  He deserved better…Or did he?

Ever since discovering Dan Kennedy 40 years ago, I’ve been using and teaching others how to incorporate Dan’s secrets (and others like Dr. Cialdini) them into practice. I hope to supercharge my content after my weekend in Cleveland so that you too can help more people.

As dentistry is a team sport, sharing these teachings with your team can only help you grow and bullet-proof your practice. That’s why you should be giving them the gift of The Liberated Practice.  It’s the least you can do to enlist their help of getting YOU and YOUR PATIENTS to your and their desired destinations.  Don’t wait until it’s too late like my friend did.

To first prizes and happy destinations,

Michael

P.S.  Remember to use code “Liberated24” to get $500 off your yearly membership.