Watching your mother-in-law falling in love can be quite a life experience! So, I felt a mixture of embarrassment and some envy when I caught her holding hands and “noodling” with Harwood, age 95. The story of how that moment came about contains, believe it or not, a major marketing truth. And that is:
“Adults of all ages want to look and feel younger. Especially when they have a wedding or reunion to go to. Or are looking to start a new relationship.”
This is something that is a tried and true datum in our office because we have seen this proven true literally thousands of times. Let’s connect the marketing dots and you will see how understanding this and using it my marketing has made my office 100s of thousands of dollars in the past few years. Several months ago I saw my mother-in-laws name on the schedule. It turned out that she wanted her lower incisors, which were severely worn and yellow, direct-bonded just like her daughter’s, my lovely wife Debby. I had done direct-bonded veneers on Debby’s upper teeth(5-12) last year as part of her preparation to be the “M.O.B” for Daina’s wedding.(note the pattern!). Daina, as head of our new media production department, had made a great video of her mom’s experience of having her smile redone by her(dedicated!) husband! You can see the video at our website: http://www.drcuttsadultdentistry.com.
As you can see, this is a story that resonates with almost any woman getting ready for a life-event. They want to look their best. Well, my mother-in-law, Ada, saw the video and since she apparently had her eye on Harwood over at the senior retirement village, she wanted her smile upgraded too! So, I took a couple of hours to do DBVs (direct-bonded veneers) from #22 to #27. When I was done, I stepped into the next operatory to see a patient for a few moments while my assistants fussed over the final polish. When I came back they said she had rushed out the door. I quickly went out to the parking lot to say goodbye and that is when I saw them there, like teenagers, her leaning into the car window, both gazing into each others’ eyes and holding hands! At that moment I saw something I did not think was possible-a young love no different than if they had been sixteen. They actually looked and felt like teenagers as I stood and gazed, transfixed, at them for moment.
As the father of four beautiful daughters in their 20s and 30s now, I’ve seen my fair share of young love over the past 15 years!(more on that another time and place!). But this, THIS was so different……..and yet it was the same. I walked back in the office and my entire staff were waiting because they had been watching too. We talked and shared and marveled what we had just witnessed. It would be no overstatement at all to say that we were changed as “young people” by what we had just seen. An impossibility had magically become a reality right before our eyes. There was a special glow in the office for the rest of the day and as we left we laughed and called out to each other our favorite phrase, “It’s all about the Love!”.
In one of my previous blogs I said that marketing MUST come from you, the doctor. Really, I should have said, “from your heart”, doctor. Great marketing is telling a story. A story that happens to have your product or service within the story. And those stories can only be told by you. Yes, you need professionals to do graphic design, printing, and so forth. But, only you know your passion and what makes you, you as a professional and as a person. Never delegate THAT!
I’d love to hear YOUR stories!
As always, to your prosperity!
Dr Dave Cutts DDS
P.S. And, yes, Daina is now busily making a video of that too!