Welcome, welcome, welcome everybody to Top Line Live at Five. My name is Brian here with Top Line. And today, we’re going to be talking about something that is near and dear to my heart and that is how you make your practice stand out from the rest. The reason that I’m talking about this because as we put together campaigns and we talk about the basic foundation marketing that you need in order for any campaign to work. Well, once we get all these things in place, then it starts to be a conversation of how do we make you unique? How do we make you stand out from the crowd? Because as you know, more and more dentists and Orthodontists, chiropractors are flooding markets, especially where people want to live. So what you might have had just a couple of competitors, you probably have seen in double, triple and quadruple over the last few years.

And so what happens is I always ask the question, what makes you unique? What makes you stand out from the crowd? And I get the same answers from everyone and it’s our patients are treated like family or are our patients aren’t numbers. They are treated with exceptional care. We use the latest technology. I mean there’s a very consistent answer to that question and because it is so consistent, it means that, that’s what everyone is saying, which means that you are not unique and not standing out by using that as what is supposed to make you unique and stand out in your market.

Now, the reason that we need to be talking about this is because those things have now become a standard. It is no longer a surprise. Like you’re treated me so well. No, we expect that so you need to do something else or you need to be talking about something that is unique to a specific type of patient. Now, because we work with lots of different medical offices, there are a lot of different versions of this. But what it means is that if you run marketing and you talk about in your practice a specialty for let’s say a newly engaged women, then then you do something that especially unique for them and you now stand out from everybody else, especially when it comes to any ads that you might be running. If you’re a chiropractor and you just have this, this absolutely wonderful treatment that you give to pregnant women within a certain range and they love it and it changes their lives for that period. Then, why not talk about that specific thing that you do because now you are separating yourself from everyone else.

Now, if you’re an orthodontist and you can treat anybody with Invisalign, let’s say that sort of your specialty, then talk about that and talk about the specific types of tooth movement. Because when it comes to all of this stuff, what we’re doing is we are saying we different. We’re unique. And the easiest way for you to do that, if you’re still saying I really do treat all of my patients like family and it really is unique and we have this wonderful practice. I’m not disagreeing with you. I’m not suggesting that’s not true. What I am suggesting is that’s not enough anymore. You have to completely stand apart from the rest. What I want you to do is I want you to grab a phone book, and if you ever seen me speak anywhere on the country, you’ve heard me tell him, tell this story before, grab a phone book.

You might have to go to the library to find one because we just don’t use them anymore. But I want you to go to your specialty and I want you to look at what everyone has written in the phone book in their ad. And I’m promising you that you’re going to see the same type of information over and over again that they think is making them unique and stand out. And it’s not because that’s what everyone’s writing. And if what you are saying that makes you unique is in there, then you know for sure that it is not unique, it is not helping you stand out. So what I want you thinking about is, are there certain specific types of treatment that you offer that other offices can probably offer it. But that you do really well, that you really like doing and that you can talk about in your marketing so that you really do stand apart from the rest.

That’s what I wanted to cover today. Let me know what questions you have and I look forward to seeing you next time on Top Line Live at Five. That’s it for me. Bye for now.

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