If you own and operate a dental practice, and would like a great piece of advice for steering clear of unqualified dentist marketing advice, then you may want to read this short article.
Because it tells a true story about so-called marketing experts.
Dentist Marketing Advice and Poser Paul:
Today, I've got a story about a guy named POSER Paul.
Let me explain:
Recently, I went after a copywriting gig with a famous author and speaker whose books are plastered all over the business section of Amazon.com. And to make a long story short, this big shot said his current copywriter couldn't cut the mustard because the results of his marketing piece were atrocious.
And then, I lost all respect for him when something happened.
When I quoted my price on his copywriting job Poser Paul scoffed and told me, "It'd be a cold day in H * LL before I paid you that."
So I said:
"But you told me you wanted results? Results come with a price. You of all people should know that because that's what you teach. Right?"
Which fell on deaf ears.
Problem is Poser Paul does not practice what he preaches.
Imagine if your dentist told you to brush your teeth but he never did.
Or if a police officer told you to obey the law meanwhile he was out robbing houses.
Or if a school teacher told you not to do drugs meanwhile he was burning one up at home.
My point is this:
I've come to realize that most marketing "gurus" tell you to do one thing, meanwhile they're off doing something else. Poser Paul ain't the only "guru" like this either. Matter of fact with the proliferation of the internet it seems every Adam on the block is claiming to be a sales and marketing expert.
So what can you do if you want proven marketing advice that actually works?
Seek those that do what they tell you to do.
If a copywriter does not spend his own money promoting his own business, then run from him.
If a sales trainer is not in the field using his sales strategies on real people, then run from him.
If a marketing expert does not know principles of direct response, then run from him.
Otherwise you'll get sucked into believing that Poser Paul is a guru when in reality he's a phony.