One Insanely Simple Facebook Post That Has The Local Community Thanking A Dentist For Advertising
Darryl Turner Friday, June 1, 2018
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I wanted to share this really simple advertisement I created for a dentist that has over 1,000 likes, over 50 shares, has people asking how they can become patients, and has people actually thanking the Dr. for advertising (all in 1 week).
The coolest part? Anyone can copy this for their business (or their clients).
So, this isn't the first time I've done this with a client before. I've tried this with a few different industries, and it's had positive results almost every time (can't win 'em all right?)
The last time I used this strategy for a dentist it brought them 16 new patients in a single weekend.
In this day and age of digital everything, instant this and that, and such heavy competition, it's really easy for service based businesses to become commodities.
People don't appreciate what you have to offer, because they don't know the difference, and they're constantly shopping for a "deal". Because of this, so many businesses are constantly advertising on price, and turning their industries into a "Race to the bottom".
So, how can you stand out and have people flocking to YOU - wanting YOUR SERVICES and YOUR BUSINESS?
Anyone can copy your price or your offer. Anyone can copy the technology and tools you have. Anyone can copy the service you provide (but hopefully you do it better) But there's one thing they can't copy.
It's so important to share YOUR story and YOUR "Why". As Simon Sinek said best, "People Don't Buy What You Do, They Buy Why You Do It".
So, what exactly did I make that has gotten so much attention? Well, the last time I made this post for a dentist, it got the 16 new patients. It was actually really simple. I took the Biography from her website, rewrote it in first person, and "boosted" it out to an audience of people within a 10 mile radius of her office.
People connected with her and loved who she was and couldn't wait to visit her office.
There was no offer. No discount. No Hard Sell. Simply "give us a call if you have any questions or concerns about your dental health". But with my current client I had to see if I could do better.
I took my current client’s bio. Re-wrote it in first person. and the results were....flat. It just wasn't working. But I remembered. "People Don't Buy What You Do, They Buy Why You Do It"
So I asked my client "Can you send me the story of why you became a dentist?"
I got the story. Edited it for Facebook, and wrote it as the caption to a selfie of her in scrubs. Suddenly boom! People can’t get enough her!
Here are some actual comments from the post:
"GOD BLESS YOU, What Insurance Do You Take"
"I'm one of those patients who are scared to death of dentists and to my dismay my teeth have suffered. I may just have to check you out, thank you for your post"
"Congratulations! I live in the area and am WAY overdue for a new dentist. I'm happy to have this office as an option! Thank you for posting!"
"You're now my dentist as soon as I renew my health insurance..
So now it’s your turn. Try this for yourself or your clients:
Write out your "Why" (or do it in a 1 minute video.)
Set this as the caption to a selfie or "unpolished" photo. Make the post look "real".
"Boost" it out (or create this as an engagement ad.)
Reap the benefits.
It may take a few versions or photos for it to "Stick" but it’s 100% worth it!
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