Why does the way I present treatment cost affect whether patients buy? Because what we believe about how information should be presented usually does not match how people actually spend their money. There is a gap between money and intelligence that trips up a lot of smart dentists. You assume that if you lay out the clinical facts logically and clearly, a rational person will see the value and pay. People do not decide that way. They commit emotionally first and justify with logic second, and the words you wrap around the treatment and the price shape that emotional read more [...]