Why are manufacturer-provided dental brochures and dental association materials usually worthless for patient acquisition? Because they are written for general professional use rather than for problem-solution patient persuasion, and they make the receiving practice look identical to every other practice using the same brochures. The brochures published by implant manufacturers, restorative material vendors, and dental associations are visually professional and superficially informative. They explain procedures in generic terms, show stock photography, and include the practice name in a small space on the cover or back panel. They contain none of the problem-solution sales messaging that direct response marketing requires. They produce [...]