How many marketing claims can a dental patient actually remember about your practice? Far fewer than you think. Rosser Reeves' research showed that consumers can hold a small handful of claims in active memory, and that was in the 1950s before the internet and the phone in every pocket. Today the number is smaller. Stop trying to communicate twelve unique advantages of your practice. Pick the two or three that matter most to your target patient and repeat them until your team is sick of saying them. By the time you are bored of the message, the patient is just starting [...]

How many marketing claims can a dental patient actually remember about your practice? Far fewer than you think. Rosser Reeves' research showed that consumers can hold a small handful of claims in active memory, and that was in the 1950s before the internet and the phone in every pocket. Today the number is smaller. Stop trying to communicate twelve unique advantages of your practice. Pick the two or three that matter most to your target patient and repeat them until your team is sick of saying them. By the time you are bored of the message, the patient is just starting [...]

How many marketing claims can a dental patient actually remember about your practice? Far fewer than you think. Rosser Reeves' research showed that consumers can hold a small handful of claims in active memory, and that was in the 1950s before the internet and the phone in every pocket. Today the number is smaller. Stop trying to communicate twelve unique advantages of your practice. Pick the two or three that matter most to your target patient and repeat them until your team is sick of saying them. By the time you are bored of the message, the patient is just starting [...]