The problem with marketing

The problem with marketing.

Hi everyone, Angus Pryor here. Australia’s number one, Google ranked dental marketer, over my shoulder here are a number of horses and where I live, that’s our lands, but our neighbor, they sort of rent the land office. And so I never know what’s going to be there. Now, why am I showing you horses? For some of you, it’s like horses. That’s fantastic. They’re so gorgeous. And I’ve committed my life to them and your horse, the person. And to others of us, you’re not horsy at all, like me. And the truth is I, I’ve got nothing against horses, but I didn’t really understand them et cetera, et cetera. But the neighbor sort of introduced me to them yesterday. And I realized, actually, they’re beautiful animals, and I really quite like them.

What’s this got to do with marketing? Well, the truth is, for many businesses, I see them marketing themselves as though their potential client already know them. It’s a little bit like me with horses, I didn’t know anything about them at all. And the hardest thing that we do, as marketers is ask someone to take the leap from never having done business with you before, to doing business with you for the first time. And that is a big leap. Because the way our brains design, our brain is designed for survival. And part of that is, it’s not that we’re going to die if we start interacting with a new business, but what it does mean is it’s a risk. Oh, you know, I don’t know what they’re gonna be like, I could waste money, I could be embarrassed, it might not work, it might hurt, et cetera, et cetera. And so, with our marketing, like with me with these horses, we cannot adopt the approach of, well, people should just know what we’re like, you know, and kind of deal with it that way. Because that’s not how it works. What we’ve got to do is bridge the gap for people and explain to them what it’s going to be like when they become a patient of yours for the first time. Because otherwise like me with the horses here, I’m going to assume that there’s something to be avoided and a bit risky, whereas the fact is, now that I’ve been introduced to them, they’re lovely. And maybe that’s like your practice too, see you next time.

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