August 27, 2025 • 52 mins
Discover how storytelling transforms dental marketing from stiff and generic into authentic, compelling messages that patients trust.
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Episode Transcript
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Regan Robertson (00:00):
Pre-show alert.
This episode is only for doctors whoare interested in applying their own
passionate third level of why intocompelling storytelling, into their
marketing, into their communicationplans, so that patients say yes to
care and you stop banging your headagainst a wall and hating marketing.
(00:24):
If you're not interested in that,go ahead, go on to another podcast.
But if you are.
Interested in being more authentic,more you in your marketing.
This is the episode for you.
I have invited Matt Hutchings, expertvideographer, visual storyteller to
discuss, uh, our previous episodewith Dr. Gary Sanchez, which was
(00:45):
finding out your own inner why andhow to apply it into your marketing
in a way that feels and looks naturaland really represents who you are.
Without you being nervous, withoutyou feeling like you're stiff
and it's not representing you.
So that is what this episode is about.
Let's dive in.
In our last episode of EverydayPractices Dental Podcast, Dr. Gary
(01:08):
Sanchez said People don't know whatthey want because they don't know
who they are, and once you discoveryour why, everything becomes clear.
That particular s episode wastransformative for me personally, because
I have worked, I think, a lifetime ondiscovering people's why and what drives
(01:28):
them and what makes them passionate.
And what I've noticed over two decadesof professional growth is that people
who are able to not just live in theirpassion or their Ikigai, if you're
into Japanese culture, whatever it is,those people that can communicate it
out are the ones that end up winning.
Their business and their life.
Oftentimes, they don't have to be thebest clinician, but they do have to
(01:52):
know how to communicate that message.
And it's a little bit unfair becauseas dentists and dental teams, you
become really proficient at theclinical side of the practice.
And then you're also expected to bemasters at communication on top of it.
And master marketers.
Everything that goes along with it.
So that is why, uh, I have invited MattHutchings to our podcast table today.
(02:15):
Not only is he an expertvideographer, tremendous storyteller.
He also happens to be ourpodcast producer as well.
So Matt, welcome to the show.
Matt Hutchings (02:29):
Hey Reagan, thanks for having me today.
I'm excited to be able to go throughall this and, and show our listeners,
you know, a little bit of what I dobehind the scenes, you know, just
to help share your guys' messagewith all the doctors and, you know,
all the fun stuff that you guys do.
Regan Robertson (02:42):
I, I am, I'm honored that you are putting
yourself in front of the camera foronce instead of behind the camera.
Um, I say this without any exaggeration.
Your artistry is some of the bestI've ever seen my entire career.
The way that you're able to captureimages, um, your photography, it is
an art form, and to put video to itto boot you are a. Just a phenomenal
(03:08):
storyteller and you're reallygreat at putting people at ease.
And listeners, I wanted Matt tobe on here with us today because
we had this great episode withGary Sanchez of the Y Institute.
If you haven't listened to it yet,it's the one right before this.
Go check it out.
And, uh, he's, he's worked withthousands of of businesses over the
years in helping them discover theirwhy, because it makes it easier to
(03:30):
market yourself if you know what'sdriving you kind of at that core level.
And, and I wanted you to be ableto see additional, tangible.
Examples that you can kind of putyour eyes and your ears around
and see what this looks like whenyou are marketing your practice.
And, and Matt and the Phoenix DentalAgency team, they do this for a living.
(03:51):
They are very great at storytelling.
And part of our process is capturingthe doctors, um, you know, under,
under current, if you will, the underdriving why that pulls them forward.
So Matt, can you kind of giveour listeners a little bit of.
Of your history and why storytelling isexciting to you, why, why, why do this?
(04:12):
What drives you here?
Matt Hutchings (04:14):
Yeah.
I mean, I think it's just the, theultimate challenge of trying really.
Yeah.
I mean, it's really the, it's this.
It's this mix of things that you'retrying to organize in a clear
and concise way that people canconnect to almost immediately.
Um, and that's tough because, you know,you can think about video and go, oh, you
(04:38):
know, once you've seen it, you know, a32nd commercial, it's like art on a wall.
You could be like, well I could do that.
But the conceptual piece of whatit took the hours to like mess that
up over and over and over againand put it in a way to where I
think that's the ultimate like, um.
You know, where people, when theysay that, it's like the ultimate,
like, okay, we did a good job.
If someone says they could do that,you've made it simple enough for
(05:01):
people to, to connect, hear it, andthen go, oh yeah, that looks easy.
But they don't realize, you know, thehours of behind the scene prep, you
know, meeting with the team, meeting withthe, uh, you know, either the doctors
or whoever it is that you're trying tointerview, meeting with those, those
testimonials that are gonna put themselvesout there who aren't actors, right?
Mm-hmm.
These are just.
(05:22):
People who've been to the practice, um,who are nervous and, and want to do a good
job because, you know, the doctor reallydid something that changed their life.
So, you know, I think really it,it's a, it's a strategy challenge
of organizing a story in a way.
Um, one that.
It hits the message on what the,um, the client is trying to get.
(05:44):
But also, you know, for someone wholikes to be creative, it's got a little
creative mix that, that just feels good.
At the end of the day, itlooks good, it looks clean.
Um, and, you know, maybe people think,oh, you know, there's something in
there that just stuck with them.
And, you know, on a 32nd spot, peoplesee it so differently every time.
Uh, so, you know, it'sinteresting to see what, what
stuck and resonated with people.
(06:05):
So, uh, I think it's just the challenge.
It's fun.
Regan Robertson (06:08):
That makes a lot of sense.
Solving problems is a, is a, is afun way to do it, and it's, it's
kinda a creative outlet to it also.
So it's kind of a fun, afun puzzle to, to work with.
And you're absolutely right.
There are a lot of moving pieces behindthe scenes that make it a reality.
One of the most powerful things Ihave found as a leader is the ability
to trust the delegation processand realize that I can't do it.
(06:31):
I shouldn't do it all on my own.
So could you?
Yes.
Will the end result be better?
Most likely, nine outta10 times it won't be.
But not only that, but you're gonna kindof kill yourself in the process doing it.
So to be able to find trustedpartners that you can work with
and be in collaboration with.
I almost think of it like a dance,like you're dancing together to
create this beautiful end result.
(06:53):
And let's talk about the30 seconds in marketing.
So we know that I, I think.
10 years or so, the human brain, uh, itprocessed it, it like got bored after
nine and a half seconds, or it couldn'thold its attention for like, it was
like the span of a gold fish's memory.
It was really, really short.
And I think it's becomeeven shorter than that.
Our attention span is really at a premium.
(07:15):
So I'm curious, um, well one, maybelet's start off with an example.
So, uh, maybe show a video, a32nd video of, of a client, a
Phoenix Dental Agency's client.
Um, that kind of embodies this, uh,why philosophy of getting really
clear on your own, why as a practiceto differentiate yourself and
(07:35):
what that looks like in practice.
Matt Hutchings (07:38):
Well, lemme preface one thing too.
So 32nd spot, you know, in this day andage of social media, you know, think
30 seconds, is that overly traditional?
What I mean by that is like,that's kind of TV esque, right?
Yeah.
Like still, you know, why would youdo something in a format like that?
Well, you know, now with likedigital streaming services like
Hulu and all of these other.
Um, uh, places where you canaggregate, you know, your,
(08:01):
your content into commercials.
There's still a place forthat traditional 32nd spot.
And most of my career inmarketing has been working with
local, local entrepreneurs.
Mm-hmm.
So, even though, you know, thelast seven years has been in
dentistry, um, a lot of it has beenin that local entrepreneur market.
So.
There is still a place, you know, whenyou see these high budgets through
(08:22):
like a Nike or you know, these placeswhere when you see the commercial,
at the end of the day, you reallydon't know what they were selling.
Yeah, right.
You know, some of these people,like, they've reached a echelon of,
you know, either being a lifestylebrand, but they've, they've
invested billions of dollars.
To make that, you know, thatlogo stripe, you know, the,
the, the Nike so recognizable.
It's been well to
Regan Robertson (08:42):
penetrate the market too, to hit it with enough frequency over time.
Um, I'm happy that you called that out.
Matt Hutchings (08:48):
Yeah, so, sure.
So it takes millions,
Regan Robertson (08:50):
if not billions of dollars over time.
Matt Hutchings (08:52):
So will you as a dental practice ever reach that?
I mean, we would love to say that,that that could happen, but most
likely it's not gonna happen.
So, you know, some, some of thethings that we have to do is really
just get a good message forward thatspeaks to who you are, give presents
the problem, um, and then invitesthat person in at the end of the day.
(09:13):
As we start to move them throughthat trust funnel, um, to
ultimately become a patient.
So the first part of this is,think of this as a 32nd spot.
You know, this could still couldbe shown in social media, um, but
where this will mainly sit is insome of those streaming services.
And what's been reallycrazy over the last.
10 years as I kind of goin a different direction.
(09:33):
And the last 10 years iscable was so traditional, you
had the tv, you had the box.
Mm-hmm.
But now with all of the streamingservices, you know, it almost
felt like everything was gonna goback to a computer or in a phone.
But then the TVs became smart and nowpeople are watching YouTube and all
of these other streaming services.
Like everyone watched traditional tv.
10 years ago.
(09:54):
So we're, we're now back intoour, our TVs, but we're just
using them a little bit different.
They've gotten smarter.
Um, and so we, we still develop 32ndspots to reach that demographic.
Um, and we're able to target insteadof just saying, you know, play a
commercial, you know, on like a.
A cartoon station or youknow, a, a news station.
(10:16):
We now in some of these streamingservices can say, you know, feed it to
a demographic that's in this age, inthis area so we can get real precise.
And then you
Regan Robertson (10:23):
really can like you.
Yes.
You really, really, I was, um, wentto the possible event, which is a big.
Chief Marketing Officer event.
It's got the biggest globalbrand chief marketing officers
there, like Unilever was there.
And um, and that was the big topic,was targeting so microscopically
down to the neighborhood and theinterests and demographics in that
(10:44):
specific neighborhood, and thenplaying them ads on their streaming
services that were specific to them.
And I like, like when I'm watching ashow and I have an ad pop up, it'll even
give me how many seconds that ad is.
So it'll gimme the littlerundown of how many seconds.
And it is, it's.
I feel like I see a very select fewadvertisements, whereas before it
was just sort of all over the board.
Matt Hutchings (11:06):
Yeah.
And so, I mean we, you know,it's nice as a marketer to have
all of these options, but alsobecomes very tough because mm-hmm.
Now that's part of that strategy, right?
Like we've created thissaying, where's it gonna go?
So, you know, when you think video.
All of the, the components that go toit, you know, that initial discovery
and the targeting and all that wedo in the very beginning to create
(11:28):
what is 30 seconds where someonecan say, oh, I could do that, but
it's all of the things on the back.
So, yeah.
So you know, what's, what we'regonna watch here is just a 32nd spot.
Um, the fun part about this is.
Working with entrepreneurs.
I don't have, we don't have big budgetsfor actors, you know, we don't have Yeah.
You know, like that have gone to actingschool, you know, generally we have a,
(11:49):
you know, someone in the, the practicethat's just, you know, the likes the
doctor and they're super motivated 'causethe doctor's been real kind to them.
So they're like, I'll get infront of the camera for you,
or, you know, a testimonial.
A lot of the prep work, yes,we try to prep, but also, you
know, this isn't their day job.
So there's a lot of pieces that, thatgo into this to try to make this as
high production as as possible and nice.
(12:10):
And the message get along or get through.
Um, so that's also, and the
Regan Robertson (12:15):
authenticity, I would not want, unless it's like Matthew
McConaughey, like I'd probably hire him.
But other than that, no.
I don't wanna see an actor.
I wanna see real, authenticpatients, authentic team.
Like that makes when I, I remember when Iwas signing up for my, uh, primary care, I
went to their website and I scrolled downand they had a YouTube video embedded,
and it was like a testimonial video.
(12:36):
And on the freeze frame was a, was awoman colleague that I knew and I really
respected, and I'll tell you, if youcould have looked inside my brain, the
amount of trust that was being built.
And I hadn't even hit play yet,but I recognized her and I was
like, well, if she's going here.
I'm going to have a good experience.
So I think the authenticity in thatis it works to the advantage of not
(12:57):
having, you know, a gigantic budget.
Matt Hutchings (12:59):
Yeah.
And, and what's also too is again,being a local entrepreneur, most of
your staff, most likely lives locally.
Yeah.
So, kind of cool way to get themincorporated into some of the, the
marketing that you're doing and thematerials and the videos, but also too.
Like they're putting themselves out therewhere people are going to see them, right?
So there's that nervousness of, youknow, them wanting to look good,
(13:20):
you trying to make them look good.
This is gonna be locally aired everywhere.
Um, so it feels good on our end whenwe get really great feedback saying
like, everyone notices me on tv.
You know, they think it's really great.
Um, so this was, uh, oneof their team members.
Um, so this was 30 seconds and it actuallytook us probably over an hour to film.
(13:41):
Yeah, that makes sense.
In 30 seconds, you know, they,we've got a very small window of
opportunity to get that message through.
So generally about.
Let's say 14 seconds whereshe's gotta get those lines hit.
And then at the end weend it with an int tag.
The int tag is aninvitation to take action.
So that story's gotta take placeand it can't be a long ramble, like
(14:04):
we're just going through and havinga conversation now because we'll hit
that 32nd marker and then you knowthat a's gonna, it'll clear out.
So we had to make sureshe hit all of her spots.
You know, she was practiced before, but.
Once that camera comes on, right,like, again, not professional.
So she did amazing job.
It was fun to do this with them.
We do it time and time.
It's, it's to try to get those nervesdown, um, and then enter, you know,
(14:28):
give them a great result at the end.
So I'll share, I'll sharethis first 32nd one.
And one of the things I also wanna prefacetoo, is we will go into this, but when we
go over it, Reagan, you and I'll discusssome of the language that was used.
This wasn't just writtenby the marketing side.
This was language that was developedthrough them and their discovery in
a lot of the work that, that you,um, and we do personally at, at PDA.
(14:55):
All right.
Is my screen sharing?
Mm-hmm.
Commercial (14:58):
Many of our patients come to us feeling anxious or embarrassed.
They've put off dental care for years,worried about pain, judgment, or cost.
At Barra Family Dentistry,we meet you where you are.
No judgment, just compassionate careand the latest technology to make
treatment easier than you ever expected.
With a customized plan andflexible financing, we make great
(15:20):
dental care accessible so youcan finally take that first step.
Call us today, our schedule online,and let's walk through it together.
Matt Hutchings (15:32):
So there was a, there was a keyword out there,
Reagan, that was used, um, whenthey were speaking to the patient.
I'm not sure if you caught it.
Did you, did you catch which one that was?
Regan Robertson (15:40):
I, I, I caught, well, actually I caught, I, I
hung up on compassionate andthen flexible payment options.
Those were the, as I watched it throughthose things really caught my eye.
Um, the patient looked so endearing andso sweet, and it made me feel comfortable.
Um, I also heard nojudgment that came up a lot.
Like I caught that a couple of timesand seeing it with the woman made me
(16:01):
think, um, made me feel more relaxed.
Like, okay, this is.
I can probably bring them whatever mydental challenge is, and they're probably
gonna make me not feel bad about it.
Matt Hutchings (16:11):
Yeah.
So actually you, you call itbasically the three main words that
that practice was wanting to, for
Regan Robertson (16:17):
real.
Matt Hutchings (16:18):
Yeah, initially, yay.
When someone hears about themthrough their brand scripts,
they wanted to be judgment free.
You know, they, they know that theirpatients have been through a lot, um,
and they work with a lot of patientsthat have told them that felt like they
were either felt like they were beingjudged, you know, with their teeth.
Mm-hmm.
You know, around their sphere of influencewith people that are around them, or
when they would go into other practices,you know, they didn't get the vibe that.
(16:42):
You know, because theylacked on their dental care.
You know, they got that, you know,the other doctors were either,
the other practices were either,you know, trying to just move them
through, you know, it just felt likethere was, they were being judged.
So for, for them it was super importantthat they are a judgment free practice.
Um, and so one of the thingsthat I benefit from at PDA is
(17:03):
there would be a discovery if.
If PDA wasn't as large as we were,there'd be a discovery on my part,
right, where I would ask them througha series of questions through the
discovery, because what you don't wantin your commercials or your ads, or
your reels, or your social media pieces.
It's just some marketing consultant that,you know, came up with some keywords
that don't resonate through who you are.
(17:24):
Mm-hmm.
But one of the things I want to goover with you, because you actually
work that document that gets handedto me as I then start to formulate.
So, you know, maybe can you tella little about how you go through
that discovery and then I'lltalk about how I pull it through.
Into the spots.
Regan Robertson (17:40):
I, yeah, I'm particularly passionate about the, the
interview, so, um, surprise listeners,I interview clients as well as
interviewing, uh, for podcasting as well.
I am, I am kind of obsessed with itbecause it, one people are, I have not yet
met a dentist that is like really excitedto do any sort of filming of any kind.
(18:00):
And I'm also don't typically meeta dentist that is excited about
really putting themselves out there.
They typically want, uh,their work to show and they.
Would prefer to be kindof behind the scenes.
And something that I am very happy todo is put people at ease so that I can
understand what really matters to them.
So I loved Gary's um, y institutebecause he has a discovery process
(18:23):
that he takes people through thatthey can fill out on their own to
discover their own personal why.
That's one piece of the puzzlethat's really important.
So for example, likethe non-judgment to me.
If I ran them through the Y Institute,my guess, this is a huge assumption,
but my guess that doctor would probablyhave a better way as being one of
(18:45):
their particular, um, you know, Ys.
So because they, they, they knowthat they can deliver dentistry
in a way that feels judgment free.
They know that there'sa better way to do it.
So, um, so my process that I. Donefor years when I, when I sit down
and interview a practice is we reallywalk through the stage, uh, from
a patient's perspective of theirtransformational hero's journey.
(19:10):
Uh, doctor, if you're listening rightnow, you were not the hero of the story.
You are the guide and, um, telling Great.
Videography stories or great,um, marketing collateral
that go, that goes out.
It really does a wonderfuljob of positioning you as the
guide and not the hero to it.
(19:30):
So I actually, in that video, forexample, I focused on more of the
patient and less on the doctor talking,or the doctor, you know, being seen
and the team member talking, becauseI was more focused on the patient.
That's kind of the goal.
So I walk them through a discoveryprocess that does talk about what's
important to them, but I do it throughthe lens of, um, of the actual patient.
(19:51):
And so it helps the doctortake themselves out.
So if I have advice for you right nowand you're listing and you want to apply
this to your marketing, I would say walk.
Through the experience and writeout what that person is feeling and
thinking and where they want to go.
And then ask yourself, how amI coming alongside them and
helping them achieve this?
(20:12):
So that kind of puts people at ease.
So we go through this process togetherand we create what is called a
brand script when we have all sortsof, I mean, it's a, it's a massive
thing that comes from it, right?
We have a tagline, an elevator pitch.
We have your key characteristics.
We have a bunch of.
Different elements that come from it.
Once that's completed, thenthat gets handoff to our
(20:33):
creative team as the next step.
So, um, working with theteam is so amazing this way.
So you, Matt would get this document andyou would know what's important to them.
Um, you would know.
So in this practice, maybe, uh, akey characteristic is non-judgment.
So no judgment.
You take that information and thenyou start to do your prep on your side
(20:55):
of things for when you travel out andstart doing the video shoot with them.
Matt Hutchings (21:00):
And so as that person or the, the per prospective patient
as they're walking through theirjourney of that discovery of like, is
this a practice I want to go through?
Um, you know, we may hit themwith different, uh, marketing
videos other than that 30 seconds.
But let's, if we just follow that through.
So we talked about the no judgment.
So let's say they, they enter in through,they see that, that first 30 sections.
(21:23):
Mm-hmm.
Right?
We've already developedtheir brand script.
So we know that.
No judgment, we know some ofthese, um, those key words that
we pulled out in the discoveryare now making it into the spots.
Well, now where would you think, you know,when I, so then from there, where would
you think that that patient's gonna go?
Once they've seen, seen a 32nd spot?
Like where would theypotentially be ending up next?
(21:45):
I
Regan Robertson (21:45):
would go to the website.
Matt Hutchings (21:47):
Okay, so now you're, you're walking your way through
that journey now on the website.
Yep.
Right.
And there's all these, theseconnections that we want to make along
the way, um, in your brand script.
Make sure all of these connectionsare anchored consistently.
Meaning the language, the, thepersonality, the um, the people
that we're looking to target, right?
We wouldn't want a 32nd spot thatfelt, you know, this way, and then
(22:09):
you get onto a website and then themessaging's completely different.
Right?
There'd be a, a drop off inthat person's experience, right?
Like where they're, the, thepatient now is starting to lose.
Um, small, small pieces of trust, right?
Mm-hmm.
We talk about that a lotin your presentations.
So how we continue that trust throughthe journey is then we interview
(22:31):
some of the testimonials, right?
And so the testimonials are stillframed off of that original framework
that you do in the brand script.
What I do is I then createa series of questions.
Where I don't want scriptedmaterial from a testimonial.
Mm-hmm.
Right.
Um, and remember we talked about thatthese aren't actors or actresses, so our
goal is to get authentically them, butframe it in a way that the story's clear
(22:55):
and complete and, and, uh, aligns with,um, the type of patient they are because
the doctor likes this type of patient.
So we wanna find otherpeople like this person.
Then invite them into the practice bycreating messaging that's similar to them.
So the next part that wewould do is a testimonial.
Can I show you that andsee how it pulls together?
Regan Robertson (23:17):
You can, I will.
I, I wanna add one note to theother video before we move on.
And that is the, the talent that youhave to ask questions that pull those
different, you know, brand attributesout is, is crazy to me because I've done,
I've done video shoots, uh, to get, toget different types of testimonials and
(23:38):
different information, and it is hard.
It is not.
To me, it's not that easy.
You have to be skilled at knowinghow to put together a great story.
And so I don't wanna go over even themusic, the way that it's shot, the
lighting, like it's, it's sort of, it's.
It is like a little minimovie in and of itself.
And so there's a lot of differentelements that you are taking into
account as you're shooting it.
(23:59):
And I am curious before wego to the testimonial video,
what is your process for that?
Like you get to thepractice and you know, okay.
Compassion and non-judgment, or aretwo of their important attributes.
And flexible financing is like the,the data tactical piece that'll,
that'll help people say yes to care.
Like what is your process to settingthat up so that it looks, it looks
(24:22):
authentic, but also really professionaland beautiful and cinematic?
It's, it's the cinema part ofit that just blows me away.
Matt Hutchings (24:31):
Yeah, and that's, I would say working in this level of videography
that we do at PDA, I would say it'sprobably one of the toughest because.
We're not on a studio,we're not on a step.
Mm-hmm.
We're not working withquote professionals.
Right.
That are, you know, trained in doing this.
Um, you know, we're trainedin there and, and to capture.
(24:53):
But the, you know, the, thestaff and the team, right.
They're generally.
They're just excited totake care of patients.
And now a crew's coming in andeveryone's like, gets like this.
So
Regan Robertson (25:02):
well see.
And I've, and I have recorded people and Isee them still like this, like afterwards.
And I think, shoot, I can't, I can'tuse this because they're still nervous
and they're not, you know, they're,they're coming off a little bit stiff.
But you have this innateability to put people at ease
and help them get comfortable.
And I think I heard you a littlebit say, I talked to them for a
while to get them comfortable.
(25:23):
So is that.
One of your tricks like, or like pieceof advice that you can give to someone
who's maybe making their own video even.
Is it, do you just talk for awhile until you naturally your
shoulders start to drop and moreof your natural cadence comes out?
Matt Hutchings (25:37):
Yeah, and I think you do it.
You may not even know you did it.
Like when we started the podcast,like we just had a general
conversation and is tructure.
Right.
But then as the structure gotlooser and then we got comfortable
and we started to flow, mm-hmm.
It was like, all right, we found our vein.
Like, I was like, I'm gonnaturn off, hit record, let's go.
I turn off my AC and like, let's go.
So it's not picking up onthe, you know, on the mic.
(25:58):
And then we, right.
You know, one of the first thingsthat I do when I get into practice,
like if I came in all business, Icome in and I look professional.
If I came in all business andtight, people are gonna start
getting business and tight, right?
They're like, oh, you know, so thereis a balance between professionalism.
Um, being loose and gettingpeople to, uh, start to act like
(26:19):
themselves throughout the day.
So it's acting, you know, laughingwith them, telling them jokes,
you know, maybe just having thecamera in my hand, but then walking
around without taking pictures.
So then when the camera is there.
Subconsciously, it's not there to them.
Right.
It's just me.
That makes, makes sense.
Room makes sense.
Regan Robertson (26:38):
They're just used to it being there.
Matt Hutchings (26:39):
Yeah.
So I spend, you know, thatfirst I try to get there early.
I scope out, you know, I've seenpictures, but I haven't been in there yet.
And, and dental practices are tough'cause they're long and narrow.
Mm-hmm.
And they're often for, so it's a little,it gets difficult to film in there 'cause
you don't get a. You know, the angles.
It's a hallway and a door, right?
Like, so what we see, because wecan move our head on a swivel, you
(27:03):
can't necessarily get that fullperspective when you're on a camera.
So, you know, you're, you'rejust looking for angles.
You're looking for where youcould potentially shoot, you know,
generally it's gonna be in there.
Um, you know, the first roomwhen you come in, you know, the,
the, uh, I'm sorry, I forget it.
The, the reception, thewelcome, the reception.
Yeah, the reception officewhen you first come in.
'cause that's our, that'susually the biggest room.
(27:23):
Right.
And practice.
So it's scoping that out.
But I personally go through and I try totalk to everyone and say hello to them and
then kind of laugh with them and be there.
Um, and then naturally I'll gravitateto some people that, you know, you
can tell they're having a good time.
So then.
You can stick with that.
(27:43):
They're not hiding in the
Regan Robertson (27:44):
break room.
Matt Hutchings (27:45):
Yeah.
Now they're having fun and nowpeople that know them are like,
okay, Matt's having fun with them.
Like, maybe I'll come join.
What are they laughing about?
And as you know, as it starts tobuild up, you know, generally at
the end of the day I get like a.
If I'm there two days, I get that itfeels like you've been a team, like
you've been with us this whole time.
And that's usually the goal, right?
Is, is to get them to feel socomfortable that I've always been there.
(28:06):
And then it's hard because then I justleave like as if it was, you know,
that's hard for me 'cause now I'mleaving and I've created all these,
you know, fun experiences with them.
So, you know, it's come in.
It's kind of scope out the lay of theland, see how everything's gonna look,
break the ice with everyone, get themfeeling comfortable and confident.
Small little tricks Icarry the camera around.
(28:27):
Um, and then, you know, we've got a greatteam that'll come in while I'm doing
that is either setting up where I wantthem to get the locations so they're
getting gear and lights, you know, andso when you see that spot, there's.
Generally two cameras thatare running at the same time.
There's three or four lights thatare over and lighting everything up
to make it real soft and, and clean.
(28:48):
Um, there's a mic that's sitting rightabove their head so we get good audio.
Um, and generally thesepractices are open.
So like not only the chaos of what'slike trying to be done, and when I
say chaos, like no matter what, ifwe were to come into your practice,
your practice is designed fordentistry, not a video to be there.
So there is going to be, you know.
(29:09):
A little bit of frictionin your day to day.
Not a bad friction, it's just differentthan what you were designed to do.
And we try to work around that.
But also practice is live.
There's drilling and suckinggoing on in the background and
Right, we're working in between.
And then you try to let the staff knowand you know, now they're laughing
in the background and the one personwho like finally gets the good line,
you know, it got killed becauseyou know, someone slammed the door.
(29:31):
You know, so there's so many movingparts that are happening in that.
Where we're trying to captureso much because this is a big
investment for our doctors.
Mm-hmm.
Um, we're trying to get as muchas we can in there so we don't
miss out on anything for 'em.
And that's part of that puzzle, likewhere I talked about that strategy
and the, and you know, it's not onlystrategy and creating the video,
it's the strategy of being there.
(29:52):
It's the strategy of the moving pieces.
It's the strategy of if a testimonialdoesn't show up, like what are we
doing on the spot to fill that?
Um.
So, you know, it's a, it's alot of fun in, in that strategy.
So my goal is really just to get peoplecalm, ease, you know, think of me of
like a producer behind the scenes.
Um, and then once they've establishedthat trust in me, you know, I work
(30:14):
through the interviews with them.
Um, and one of the, the things thatI always have to be aware of is
when I'm interviewing people, youcan see either the stress or the
pressure start to build on them.
Meaning like, where they're trying toeither remember lines or, you know,
they feel like they're not doing.
Because they have no perspective.
So maybe they feel like they're nothitting it, but they really are.
(30:35):
Mm-hmm.
So it's, it's in between some ofthose is just reassuring them,
Hey, you're doing a good job.
Like, this is great.
Keep that.
I love what you did there.
You know, or you know, let'sdig a little bit deeper.
And there's some times where in theinterviews I'll even kind of just
stop out of the questions and I'llgone through all of my questions
and then they think that it's done.
And then now once they think it's over,I know what all the questions are.
(30:58):
We're still rolling.
And then I'll be like,well, tell me about that.
So they think they're done.
Now the pressure's off.
Regan Robertson (31:03):
Oh, there's your secret.
There's your secret.
That's brilliant.
Now
Matt Hutchings (31:07):
we're doing, and I've got 'em.
And so now I know the structureand subconsciously they know
the structure 'cause they wentthrough the questions with me.
Mm-hmm.
But now I'm coming back and there'sthat, like when I used to do sales,
when an objection comes and when someonesays, send me an email, it was always
like, yeah, I'll send you an email.
No problem.
What's that email?
Mm-hmm.
Now they think the sale isover, the question is done.
(31:28):
They just send me an email, butthen I would roll into other things.
So it's the same kind of tacticof, you know, walk through it.
They're like, okay, I'm done.
And I was like, and then I would go, youknow, I really love what you said here.
Can you just tell me alittle bit more about that?
And we're still rollingand, and we'll catch it.
Regan Robertson (31:43):
That's beautiful.
Um, that's really,that's really beautiful.
One of my favorite thingsabout, uh, testimonials is
so many people go to reviews.
Like, I'm a huge review girl.
I will go and look at the reviewsand read the reviews carefully.
And there are words that yourpatients will use that are specific.
It's specific to your region,it's specific to the generation.
(32:05):
Um, it's specific to the, eventhe, the type of demographic and
service that you want to provideand nothing can compare to that.
And I think the other thing that sitswith testimonials for me that is so
important is so many doctors that Iknow I work with you, work with, they
are, they are really high performingand they're very hard on themselves.
(32:27):
And I don't know, even if you're amiddle of the road doctor, I, you know,
it, whatever, I, I don't know how manytimes we stop and we look back at,
at how far we've come or what we'vedone, and remind ourselves that, that
what we're doing is changing lives andthat, that it's really well received.
So, um, you know, so instead of just.
Staying on the treadmill or,or keep outproducing ourselves.
(32:47):
There is a lot of power for ourselves,not just for the material that it
produces to attract new patients, butto remind ourselves that what we're
doing really does make a big difference.
And I think it's incredible to havea patient say, I will, I will give
a testimonial and sit down with you.
So I'd, I'd love to.
Is it for Dr Bar's office oris it a different practice?
(33:09):
Yeah.
So we're gonna
Matt Hutchings (33:10):
show pull through.
Well, yeah, we'll pull through.
Okay.
So we did the 30 seconds, you'll, you'll,you'll see someone on there that was in
the 30 seconds that she was on there.
Okay.
Um, and then we'll look at tosee if just some of the language
like you, so you talked aboutreviews there for a second, right?
Mm-hmm.
So part of, in that discovery, I think yougo through and you review their reviews.
Mm-hmm.
So you see mm-hmm.
What people are saying, right?
(33:30):
So that ends up in there.
Um, and this, so then we talked aboutthat 30 seconds, like judgment free.
Um, now I've framed questions in away that I would think, you know,
through my pre-interviews that I'vedone with, you know, to develop this
if judgment free and these componentsare important to the practice, does
that resonate with the person thatwe're, we're about to interview?
(33:50):
Right?
So.
When I do the questions, I don't askthem to, to give me a line that's not
authentic, and that's just us now feedingsomeone to say this, um, which could
be good, but like, that's cheating.
That's, that's not really,you know, that's not right.
You
Regan Robertson (34:04):
want it to be authentic.
You don't want to, yeah.
That's not, you don't, youreally don't want it scripted.
Matt Hutchings (34:08):
No, so, so the script is in initially some of those in the
30 seconds, but now they've made thediscovery and they're on the site.
Like, we want to know as a patient, wewanna know what your experiences are and
does it align with my core values andshould I take the next step to schedule?
Right?
So I'm still thinking if I shouldschedule Knot at this point.
So I'll share the screen now.
I'm gonna show a video of now from justthe testimonial perspective, right?
(34:31):
So now we've.
We done the pre-interview, meaningI've got all the questions, we're
there, we're gonna move through.
Um, and then this is what comesout in one of our testimonials.
Commercial 2 (34:44):
I'm Susan Livingston and I'm from Lafayette, Louisiana.
I first, uh, came toBarra Dentistry in 2009.
I have had issues with my teeth since.
Birth probably.
Dentistry has always been in my life.
I needed someone trustworthy,dependable, and qualified.
(35:07):
It's a pleasure now to walk into Dr.RA's office, no anxiety whatsoever,
and, um, a pleasant surroundingwith professional services.
So the staff is great.
After I had all of my crowns in place, topand bottom, AMRO was handed to me to look.
(35:28):
And the, the pleasure of that firstsmile is pretty indescribable.
It's a new experience you've beengiven, a life changing experience
that carries over my confidencehave has really been boosted, and
that that's so important in life.
(35:48):
It lets you be who you are onthe inside, and that's priceless.
My name is Susan.
I'm a patient at Boras Family Dentistry.
I love my smile.
Regan Robertson (36:05):
That's beautiful there.
There's so much to be said for matching.
You're outside, matching your inside.
And I know, uh, you know,a lot of dentists do.
Target, um, especially in anyonewho's in a transition in, in their
life, so whatever age they're,but maybe they're in some sort of,
you know, age transitionary thing.
And it's, and it's difficult, youknow, it's, it's, it's difficult and
(36:27):
challenging to see yourself age, andyou and I talk about it all the time,
not a lot, but we do talk about it.
Like, oh, okay, I am getting,I am starting to get the crow's
feet here and this is happening.
And, and yeah.
And we want, you know, we knowwho we are on the inside, but
matching that to, to be on theoutside is a really big deal that I.
I don't know that a lot of people,um, address on a day-to-day
(36:48):
basis, it just kind of exists.
And she just gave areally beautiful story.
Like she, she got me excited aboutthat by explaining it, um, you
know, in that, in that context ofwhat they were able to do for her.
Matt Hutchings (37:03):
Yeah.
And what's awesome about that islike, so in that framework, right,
we're able to go through and askthose questions and pull all that out.
Um, but as a producer, right, like.
There is a world of like, we're,we're producing a scene, right?
So her story is initially interviewed,so they're there, they do the interview.
Um, but to make it, uh, so the, thepatient as they're watching it, you know,
(37:25):
it's no fun to just watch a face talking.
It's nice we get to see that.
Mm-hmm.
But what we like to do is then basedon that person's story, then when
she talks about, you know, Amir washanded to me in the conversation.
We're literally recreatingmoments like that.
On the fly based on what cameout and then now producing that.
Oh, that's how that happens.
(37:46):
Yeah, so she, I mean, so again, this isnot a scripted conversation that came out.
I knew generally I'm getting thatjourney from start to finish and
there's things that I want to make sure.
She emphasizes as we talkabout her story, right?
I'm guiding that, butI'm letting her talk.
And what comes out in those sectionsare authentically hurt, right?
Like it wasn't a say it like this for me.
(38:08):
I don't go back and be like,oh, emphasize this, you know?
So I'm just opening the door for herto speak and I give 'em that moment and
hopefully, hopefully they feel comfortableand confident and they share it.
And then afterwards, you know,that's about 30 or 40 minutes
with them going through that.
Then we go through and we createall of those little touch points and
those scenes that were talked about.
(38:28):
Right.
You know, the staff was great.
They're always smiling, right?
We we're able to cut to something wherethe staff is, they're smiling, you know,
um, you know, I was handed a mirror.
She's got the mirror,she's looking at herself.
So all of those moments are, like Isaid, there's so much that gets compiled
into that day and into that, you know.
The testimonial.
We have about an hour and a half toshoot that, you know, we're, we're
(38:51):
moving, running and gunning andgetting as much as we can, but the
Regan Robertson (38:54):
end result doesn't look running and gunning, doesn't
look rushed, doesn't look forced.
It feels comfortable and it's pace really.
Well.
I would love to talkabout the cadence of it.
This is, I have never had thisconversation with you, and now I
know how you make it cinematic.
That is brilliant.
So you put them at ease,you interview them.
And you set up these shots, but this,the 30 seconds felt very relaxed.
(39:18):
It did not feel forced at all.
How do you, um, pace, like doyou even, do you even make tweaks
to how fast they're talking orslow they're talking and editing?
Or do you just kind of go at theirpace, whatever their energy is?
Walk me through that.
Matt Hutchings (39:32):
So the 30 seconds is tough, right?
So those are two different parts, right?
So the testimonial, you know, if that'sa minute 20 or a minute 30, that's okay.
'cause there's no realtime constraint on that.
That's the one who's on the websitelooking at it, that 30 seconds, we've
got markers that we have to hit.
So when I build out the questionsand, and script that, I'll do
a general read through at likemy pace to go, okay, I'm there.
(39:55):
And when it's built, you'll see thatin that 30 seconds, the camera will
cut so it's not one rolling scene.
So what I'll do is I'll have it builtin chunks, you know, in basically
chapters you could say, right?
Like I'll have her or the person memorizejust that first sentence, and I get
a good clean read to that, and then Icould hop to the second camera, which
(40:17):
zooms in a little bit in our mind.
There's no disconnect and change.
It just went to another topic and so therethe camera cuts in and so as long as we
kind of follow that and we get good clean,not slow reads on that, those pauses in
between, like we can shorten those up orlengthen 'em out and it gives us a little
bit of padding or a little bit of room.
(40:39):
To, to speed it up or slow it downas long as we stick close, you know,
to the, the cadence that's needed,you know, in that initial read.
So, and I try to time while I'mthere, so I gotta, like, if I'm
within, you know, 18 seconds, Iknow we can cut it down, remove it.
Mm-hmm.
And got it.
Regan Robertson (40:56):
I, you know, I, I cheated and I just went over and googled the, uh,
the Barra Family Dinner Street to kind ofsee what kind of reviews did they get, and
are they matching up with what she said.
And then, you know, what that initial adwas too, of making you, you know, feeling
compassionate and being nonjudgmental.
And right away they.
They have well over 605 star reviews.
(41:17):
So they're, they're doing a greatjob on their, on their reviews.
But, um, it's really the firstone that was just four days ago.
Uh, the ending sentence is, Itruly had a great time laughing
with all of the staff, so you'vebrought up laughing multiple times.
So my assumption is at that shoot,they were laughing and, and that's
reflected Justin in a, a reviewthat happened four days ago.
(41:38):
And another one says they makeyou feel completely comfortable.
So obviously they are good at, atreducing your nerves and helping you.
Um, people have typed all in capsamazing with lots of exclamation,
and it was the best experienceI've ever had at a dentist office.
The staff is very kind and understanding.
So if you're listing right now, go to youknow, your own reviews and start to pay
(42:02):
attention to the words that people areusing to describe you because that is.
That is your cultureand that is your brand.
You can't really dictatewhat it's going to be.
It's going to be what yourpatients tell you it is.
And, um, and, and so I think connectingyour why with your brand story and then
telling that story that feels authentic.
You have all of this homeworkbehind you, Matt, and all of this
(42:25):
research that helps you guide theconversation without scripting it.
Matt Hutchings (42:30):
Yeah.
And, and so.
That's just one part of the day.
Right?
So that's one testimonial.
So when we go through these, generally,there's a strategy that's been built out.
So a practice has particular types ofpatients that they wanna serve, right?
So the practice has either, eitherspecialized or maybe the doctor's been in
dentistry for a long time, and you know.
(42:54):
Part of what they want to do is ifthere's this one patient that exists,
and if I could get that person,you know, once or twice a year and
we can market to them, and it justmakes me happy as a person, right?
Like, can we do somethingthat's built around that type
of, um, you know, demographic?
So the testimonials.
I might not resonate with her thatwas on the screen, but there's
(43:15):
another testimonial that's a husbandand wife and their children, right?
So there's their story.
So everyone has a story in awindow, um, that's built for Think
about as those testimonials areinvites to your practice, right?
You're I'm showing them to you.
Does that align with me personally?
I like the story that I've seen, right?
I, I went online.
(43:36):
I saw either the reviews, I saw that32nd ad. All these little touchpoints.
Now I see this testimonial.
You know, naturally the next thingif I'm in that discovery phase is
most likely I'm either gonna lookaround on the site or I'm gonna take
action and I'm gonna make a call.
Right?
Um, and we hope that we doenough, good enough job capturing
authentically who you are.
(43:57):
So now when the patient comes through thedoor, you know, you maintain the story.
Um, that you've been telling, right?
So if the patients are talking about,you know, when I come through the door
and the staff is always smiling, right?
You better have a team ofstaff that's always smiling.
'cause that person has kind ofbuilt this expectation in their
head that this is, you know, thisis why I committed to come this way.
(44:20):
Right?
So.
All of those little subconsciouscues that they connected to.
You know, I hope as a storyteller,I, I tell that in a way.
Um, because it was authentically you andthen it just maintains, you know, with
all of the, the great things that they'vedone and built, you know, over the years,
you know, I just got to show it for 'em,which is, which is fun and exciting.
And I got to, you know, when I saychaos, I got to come in and create
(44:42):
a little chaos of fun, um, youknow, to, to share their story.
'cause you know, you talked aboutdentistry, you know, dentistry, there's.
In every community, there'smultiple pillars and mm-hmm.
You know, doctors happen to be in thepillar of health and their community,
and that's what's great for us is, youknow, there are four walls, a lot of
amazing things that happen for them.
Um, but generally it's, sometimesit's, it's hard for them to get
(45:05):
that story beyond their four walls.
So, you know, by capturing these momentsand then sharing them, you know, that's,
that's what gets really exciting,I think, for all of us and me too.
Regan Robertson (45:15):
One of the things that, that I know, uh, you know, can
often make you hesitant or nervous,especially with shooting video in
the practice, is one, it's, it's not,it's not the cheapest of advertising.
It is an investment that you wanna make.
And, um, you know, and so,and, and you might, so if you
decide to run the practice.
While you're shootingor do you shut it down?
(45:36):
You know what prep work's involved and,and so for example, I absolutely love
interviewing a guest that has a lot ofknowledge because I can take that one
podcast episode and I can turn it into.
A white paper, I can turn itinto an article, I can make
social media posts out of it.
I can take it and I can diversify thatmessage out to different channels.
(45:59):
And so one say, 30 minute interview canget me a lot of channel distribution
and traction in different mediums.
How, um, how do you apply?
How would you apply that togoing in and doing video shoot?
I know for example, you often do, um,photography with it, which is what
I drool over all the time, is theseabsolutely gorgeous shots that you get
(46:22):
ones of like candid in-office images.
Maybe it's a doctor with theirfamily or maybe even, even the
head shots you do are beautiful.
So I know like you're thereto video shoot, but you also
end up doing this as well.
Could they take the audiofrom the video and like.
Turn it into a radio script, orwhat are some ways that they can
expand and get the most out ofdoing a video shoot with someone?
Matt Hutchings (46:48):
With us.
One of the things I personally give themafterwards is an editorial calendar of
how to apply everything that's been done.
So there's already been astrategy of where their marketing
consultant is gonna put.
So the testimonial, right?
That testimonial, if it's about implants,like it's going to be on the implant
page if I'm in discovery, and I wantto know what you do on implants, right?
(47:09):
I want the technical or the, youknow, the, the, the content copy.
But I, there also should be the videothere so all of those get placed in
the appropriate place on the site.
Um, they're also shared through socialmedia and things like that, but also too,
you know, depending on, you know, thelevel of service that they're working with
me on is that editorial calendar could beanywhere from six months to 12 months of.
(47:31):
All of the pictures that I took, basicallykind of framing the scene of like,
you know, go grab a picture of Dr. Youknow, x you know, working with patients.
Here's a caption.
So it, it, it, it gives it in a waythat has simplified it to where.
You know, I still want them toauthentically change it to be them
based on that scenario, but I givethem enough, let's just say, like 85%
(47:55):
complete and then they can go in andcustomize, you know, throughout the
year based on the scenario or the thingsthat are happening in the practice.
So, you know, again, I don't want tobe the, the a hundred percent the words
for you, like it shouldn't be that way.
But knowing that you're a, youknow, dental practice and a team
and other things that are going on.
You know, why not leveragesome of the experience we
have, make it easier for them.
(48:16):
Um, so that's one of the things thatwe provide too, uh, which is nice.
You know, it, it, you don't just nowhave this big, bright, shiny thing
and go, well, what do I do with it?
Now your shoulders are back stuckup and you don't know what to do.
Right?
Right.
Like, so
Regan Robertson (48:30):
if you, and if you, if you have video already in
your practice, if you haven't takenthe transcript, that's something
that you could certainly do.
There are a lot of tools out therewhere you can upload your video and
it'll transcribe for you, uh, as well.
And you could turn it into, youknow, so shorter social media clips
or like I said, you could, you couldgive it to your marketing team and
(48:51):
they could make blog posts out of it.
They could use specific, uh,you know, insert some keywords.
And so there's just, I think there'sa lot of different ways to get mileage
out of, uh, one particular shoot.
So it can go a long way.
Yeah.
Matt.
I appreciate all of, uh, the hour thatyou've spent with us talking about
this, and is there anything that wedidn't cover that you really wish that
(49:15):
we had covered that you want peopleto know about how to take your why?
Take your core beliefs and turnit into a compelling story.
Matt Hutchings (49:26):
Well, what I would say is, you know, I already kind of prefaced
in the beginning where once you seesomething you think, oh, I can do that.
You know, I just challengeyourself, like, do it.
I want you to say, I can already do that.
Like we today have our phones and we'vegot so much technology in our hands.
What'll only make youbetter is just practicing.
You know, get it as part of your practice.
Pull your phones out, incorporatesome of what you've seen today.
(49:48):
Try it.
Um, you know, there is no reasonwhy you shouldn't be able to
produce some authentic, uh.
Content yourself.
Um, but also too, um, there's a very bigreason why it should align with some of
these, you know, bigger produce packagesthat'll last you, you know, a year or
two with a lot of marketing collateral.
So, you know, what I'd say in the endof the day is, you know, get out there
(50:12):
and start producing some practice.
Figure out your voice and your why.
The better you do this,um, the better you'll get.
At even presenting to patients, right?
Just putting yourself out there.
So, you know, um, if any of this interestsyou or you like this, or you want to
know more about what it looks likebehind the scenes, or you just wanna
see some of these videos, you know,we've got, you know, reach out to us.
We can share.
(50:32):
You know, we can share 'em with you,we can share some of the pictures.
Um, and also too, at the end of the day,just don't be afraid to get out there
and just try to produce it yourself.
Like, and, and we can support you inthat and kind of walk you through,
you know, what those steps wouldlook like and then how we would
transition, you know, to maybesomething that's a bigger production.
Regan Robertson (50:50):
How, uh, what is the best way for people to get in
contact with you if they have aquestion or they wanna work with you?
What do they do?
Matt Hutchings (50:57):
They could just reach out to my, my personal, uh, work
email at Matt at productive dentist.
Regan Robertson (51:01):
M-A-T-T-M-A-T-T.
Matt Hutchings (51:03):
Yep.
At productive dentist.com.
And, uh, you know, if you got anyquestions or you want to get into, you
know, a discovery or you know, just.
You just wanna know more about howthis works and see if it's right for
you, I'd be happy to, to schedulea discovery meeting with you.
Um, and that's where we could dig downinto the, the why component, you know,
help you discover that or maybe youalready have and you have a really
(51:24):
good idea of what that why is, andnow you're just looking to leverage
what that is and, and put it in aformat, um, to expand out your reach.
You know, I can help you with that too.
Regan Robertson (51:35):
Well, thank you Matt.
Thanks for being on the show.
Pre-show alert.
This episode is only for doctors whoare interested in applying their own
passionate third level of why intocompelling storytelling, into their
marketing, into their communicationplans, so that patients say yes to
care and you stop banging your headagainst a wall and hating marketing.
(00:24):
If you're not interested in that,go ahead, go on to another podcast.
But if you are.
Interested in being more authentic,more you in your marketing.
This is the episode for you.
I have invited Matt Hutchings, expertvideographer, visual storyteller to
discuss, uh, our previous episodewith Dr. Gary Sanchez, which was
(00:45):
finding out your own inner why andhow to apply it into your marketing
in a way that feels and looks naturaland really represents who you are.
Without you being nervous, withoutyou feeling like you're stiff
and it's not representing you.
So that is what this episode is about.
Let's dive in.
In our last episode of EverydayPractices Dental Podcast, Dr. Gary
(01:08):
Sanchez said People don't know whatthey want because they don't know
who they are, and once you discoveryour why, everything becomes clear.
That particular s episode wastransformative for me personally, because
I have worked, I think, a lifetime ondiscovering people's why and what drives
(01:28):
them and what makes them passionate.
And what I've noticed over two decadesof professional growth is that people
who are able to not just live in theirpassion or their Ikigai, if you're
into Japanese culture, whatever it is,those people that can communicate it
out are the ones that end up winning.
Their business and their life.
Oftentimes, they don't have to be thebest clinician, but they do have to
(01:52):
know how to communicate that message.
And it's a little bit unfair becauseas dentists and dental teams, you
become really proficient at theclinical side of the practice.
And then you're also expected to bemasters at communication on top of it.
And master marketers.
Everything that goes along with it.
So that is why, uh, I have invited MattHutchings to our podcast table today.
(02:15):
Not only is he an expertvideographer, tremendous storyteller.
He also happens to be ourpodcast producer as well.
So Matt, welcome to the show.
Matt Hutchings (02:29):
Hey Reagan, thanks for having me today.
I'm excited to be able to go throughall this and, and show our listeners,
you know, a little bit of what I dobehind the scenes, you know, just
to help share your guys' messagewith all the doctors and, you know,
all the fun stuff that you guys do.
Regan Robertson (02:42):
I, I am, I'm honored that you are putting
yourself in front of the camera foronce instead of behind the camera.
Um, I say this without any exaggeration.
Your artistry is some of the bestI've ever seen my entire career.
The way that you're able to captureimages, um, your photography, it is
an art form, and to put video to itto boot you are a. Just a phenomenal
(03:08):
storyteller and you're reallygreat at putting people at ease.
And listeners, I wanted Matt tobe on here with us today because
we had this great episode withGary Sanchez of the Y Institute.
If you haven't listened to it yet,it's the one right before this.
Go check it out.
And, uh, he's, he's worked withthousands of of businesses over the
years in helping them discover theirwhy, because it makes it easier to
(03:30):
market yourself if you know what'sdriving you kind of at that core level.
And, and I wanted you to be ableto see additional, tangible.
Examples that you can kind of putyour eyes and your ears around
and see what this looks like whenyou are marketing your practice.
And, and Matt and the Phoenix DentalAgency team, they do this for a living.
(03:51):
They are very great at storytelling.
And part of our process is capturingthe doctors, um, you know, under,
under current, if you will, the underdriving why that pulls them forward.
So Matt, can you kind of giveour listeners a little bit of.
Of your history and why storytelling isexciting to you, why, why, why do this?
(04:12):
What drives you here?
Matt Hutchings (04:14):
Yeah.
I mean, I think it's just the, theultimate challenge of trying really.
Yeah.
I mean, it's really the, it's this.
It's this mix of things that you'retrying to organize in a clear
and concise way that people canconnect to almost immediately.
Um, and that's tough because, you know,you can think about video and go, oh, you
(04:38):
know, once you've seen it, you know, a32nd commercial, it's like art on a wall.
You could be like, well I could do that.
But the conceptual piece of whatit took the hours to like mess that
up over and over and over againand put it in a way to where I
think that's the ultimate like, um.
You know, where people, when theysay that, it's like the ultimate,
like, okay, we did a good job.
If someone says they could do that,you've made it simple enough for
(05:01):
people to, to connect, hear it, andthen go, oh yeah, that looks easy.
But they don't realize, you know, thehours of behind the scene prep, you
know, meeting with the team, meeting withthe, uh, you know, either the doctors
or whoever it is that you're trying tointerview, meeting with those, those
testimonials that are gonna put themselvesout there who aren't actors, right?
Mm-hmm.
These are just.
(05:22):
People who've been to the practice, um,who are nervous and, and want to do a good
job because, you know, the doctor reallydid something that changed their life.
So, you know, I think really it,it's a, it's a strategy challenge
of organizing a story in a way.
Um, one that.
It hits the message on what the,um, the client is trying to get.
(05:44):
But also, you know, for someone wholikes to be creative, it's got a little
creative mix that, that just feels good.
At the end of the day, itlooks good, it looks clean.
Um, and, you know, maybe people think,oh, you know, there's something in
there that just stuck with them.
And, you know, on a 32nd spot, peoplesee it so differently every time.
Uh, so, you know, it'sinteresting to see what, what
stuck and resonated with people.
(06:05):
So, uh, I think it's just the challenge.
It's fun.
Regan Robertson (06:08):
That makes a lot of sense.
Solving problems is a, is a, is afun way to do it, and it's, it's
kinda a creative outlet to it also.
So it's kind of a fun, afun puzzle to, to work with.
And you're absolutely right.
There are a lot of moving pieces behindthe scenes that make it a reality.
One of the most powerful things Ihave found as a leader is the ability
to trust the delegation processand realize that I can't do it.
(06:31):
I shouldn't do it all on my own.
So could you?
Yes.
Will the end result be better?
Most likely, nine outta10 times it won't be.
But not only that, but you're gonna kindof kill yourself in the process doing it.
So to be able to find trustedpartners that you can work with
and be in collaboration with.
I almost think of it like a dance,like you're dancing together to
create this beautiful end result.
(06:53):
And let's talk about the30 seconds in marketing.
So we know that I, I think.
10 years or so, the human brain, uh, itprocessed it, it like got bored after
nine and a half seconds, or it couldn'thold its attention for like, it was
like the span of a gold fish's memory.
It was really, really short.
And I think it's becomeeven shorter than that.
Our attention span is really at a premium.
(07:15):
So I'm curious, um, well one, maybelet's start off with an example.
So, uh, maybe show a video, a32nd video of, of a client, a
Phoenix Dental Agency's client.
Um, that kind of embodies this, uh,why philosophy of getting really
clear on your own, why as a practiceto differentiate yourself and
(07:35):
what that looks like in practice.
Matt Hutchings (07:38):
Well, lemme preface one thing too.
So 32nd spot, you know, in this day andage of social media, you know, think
30 seconds, is that overly traditional?
What I mean by that is like,that's kind of TV esque, right?
Yeah.
Like still, you know, why would youdo something in a format like that?
Well, you know, now with likedigital streaming services like
Hulu and all of these other.
Um, uh, places where you canaggregate, you know, your,
(08:01):
your content into commercials.
There's still a place forthat traditional 32nd spot.
And most of my career inmarketing has been working with
local, local entrepreneurs.
Mm-hmm.
So, even though, you know, thelast seven years has been in
dentistry, um, a lot of it has beenin that local entrepreneur market.
So.
There is still a place, you know, whenyou see these high budgets through
(08:22):
like a Nike or you know, these placeswhere when you see the commercial,
at the end of the day, you reallydon't know what they were selling.
Yeah, right.
You know, some of these people,like, they've reached a echelon of,
you know, either being a lifestylebrand, but they've, they've
invested billions of dollars.
To make that, you know, thatlogo stripe, you know, the,
the, the Nike so recognizable.
It's been well to
Regan Robertson (08:42):
penetrate the market too, to hit it with enough frequency over time.
Um, I'm happy that you called that out.
Matt Hutchings (08:48):
Yeah, so, sure.
So it takes millions,
Regan Robertson (08:50):
if not billions of dollars over time.
Matt Hutchings (08:52):
So will you as a dental practice ever reach that?
I mean, we would love to say that,that that could happen, but most
likely it's not gonna happen.
So, you know, some, some of thethings that we have to do is really
just get a good message forward thatspeaks to who you are, give presents
the problem, um, and then invitesthat person in at the end of the day.
(09:13):
As we start to move them throughthat trust funnel, um, to
ultimately become a patient.
So the first part of this is,think of this as a 32nd spot.
You know, this could still couldbe shown in social media, um, but
where this will mainly sit is insome of those streaming services.
And what's been reallycrazy over the last.
10 years as I kind of goin a different direction.
(09:33):
And the last 10 years iscable was so traditional, you
had the tv, you had the box.
Mm-hmm.
But now with all of the streamingservices, you know, it almost
felt like everything was gonna goback to a computer or in a phone.
But then the TVs became smart and nowpeople are watching YouTube and all
of these other streaming services.
Like everyone watched traditional tv.
10 years ago.
(09:54):
So we're, we're now back intoour, our TVs, but we're just
using them a little bit different.
They've gotten smarter.
Um, and so we, we still develop 32ndspots to reach that demographic.
Um, and we're able to target insteadof just saying, you know, play a
commercial, you know, on like a.
A cartoon station or youknow, a, a news station.
(10:16):
We now in some of these streamingservices can say, you know, feed it to
a demographic that's in this age, inthis area so we can get real precise.
And then you
Regan Robertson (10:23):
really can like you.
Yes.
You really, really, I was, um, wentto the possible event, which is a big.
Chief Marketing Officer event.
It's got the biggest globalbrand chief marketing officers
there, like Unilever was there.
And um, and that was the big topic,was targeting so microscopically
down to the neighborhood and theinterests and demographics in that
(10:44):
specific neighborhood, and thenplaying them ads on their streaming
services that were specific to them.
And I like, like when I'm watching ashow and I have an ad pop up, it'll even
give me how many seconds that ad is.
So it'll gimme the littlerundown of how many seconds.
And it is, it's.
I feel like I see a very select fewadvertisements, whereas before it
was just sort of all over the board.
Matt Hutchings (11:06):
Yeah.
And so, I mean we, you know,it's nice as a marketer to have
all of these options, but alsobecomes very tough because mm-hmm.
Now that's part of that strategy, right?
Like we've created thissaying, where's it gonna go?
So, you know, when you think video.
All of the, the components that go toit, you know, that initial discovery
and the targeting and all that wedo in the very beginning to create
(11:28):
what is 30 seconds where someonecan say, oh, I could do that, but
it's all of the things on the back.
So, yeah.
So you know, what's, what we'regonna watch here is just a 32nd spot.
Um, the fun part about this is.
Working with entrepreneurs.
I don't have, we don't have big budgetsfor actors, you know, we don't have Yeah.
You know, like that have gone to actingschool, you know, generally we have a,
(11:49):
you know, someone in the, the practicethat's just, you know, the likes the
doctor and they're super motivated 'causethe doctor's been real kind to them.
So they're like, I'll get infront of the camera for you,
or, you know, a testimonial.
A lot of the prep work, yes,we try to prep, but also, you
know, this isn't their day job.
So there's a lot of pieces that, thatgo into this to try to make this as
high production as as possible and nice.
(12:10):
And the message get along or get through.
Um, so that's also, and the
Regan Robertson (12:15):
authenticity, I would not want, unless it's like Matthew
McConaughey, like I'd probably hire him.
But other than that, no.
I don't wanna see an actor.
I wanna see real, authenticpatients, authentic team.
Like that makes when I, I remember when Iwas signing up for my, uh, primary care, I
went to their website and I scrolled downand they had a YouTube video embedded,
and it was like a testimonial video.
(12:36):
And on the freeze frame was a, was awoman colleague that I knew and I really
respected, and I'll tell you, if youcould have looked inside my brain, the
amount of trust that was being built.
And I hadn't even hit play yet,but I recognized her and I was
like, well, if she's going here.
I'm going to have a good experience.
So I think the authenticity in thatis it works to the advantage of not
(12:57):
having, you know, a gigantic budget.
Matt Hutchings (12:59):
Yeah.
And, and what's also too is again,being a local entrepreneur, most of
your staff, most likely lives locally.
Yeah.
So, kind of cool way to get themincorporated into some of the, the
marketing that you're doing and thematerials and the videos, but also too.
Like they're putting themselves out therewhere people are going to see them, right?
So there's that nervousness of, youknow, them wanting to look good,
(13:20):
you trying to make them look good.
This is gonna be locally aired everywhere.
Um, so it feels good on our end whenwe get really great feedback saying
like, everyone notices me on tv.
You know, they think it's really great.
Um, so this was, uh, oneof their team members.
Um, so this was 30 seconds and it actuallytook us probably over an hour to film.
(13:41):
Yeah, that makes sense.
In 30 seconds, you know, they,we've got a very small window of
opportunity to get that message through.
So generally about.
Let's say 14 seconds whereshe's gotta get those lines hit.
And then at the end weend it with an int tag.
The int tag is aninvitation to take action.
So that story's gotta take placeand it can't be a long ramble, like
(14:04):
we're just going through and havinga conversation now because we'll hit
that 32nd marker and then you knowthat a's gonna, it'll clear out.
So we had to make sureshe hit all of her spots.
You know, she was practiced before, but.
Once that camera comes on, right,like, again, not professional.
So she did amazing job.
It was fun to do this with them.
We do it time and time.
It's, it's to try to get those nervesdown, um, and then enter, you know,
(14:28):
give them a great result at the end.
So I'll share, I'll sharethis first 32nd one.
And one of the things I also wanna prefacetoo, is we will go into this, but when we
go over it, Reagan, you and I'll discusssome of the language that was used.
This wasn't just writtenby the marketing side.
This was language that was developedthrough them and their discovery in
a lot of the work that, that you,um, and we do personally at, at PDA.
(14:55):
All right.
Is my screen sharing?
Mm-hmm.
Commercial (14:58):
Many of our patients come to us feeling anxious or embarrassed.
They've put off dental care for years,worried about pain, judgment, or cost.
At Barra Family Dentistry,we meet you where you are.
No judgment, just compassionate careand the latest technology to make
treatment easier than you ever expected.
With a customized plan andflexible financing, we make great
(15:20):
dental care accessible so youcan finally take that first step.
Call us today, our schedule online,and let's walk through it together.
Matt Hutchings (15:32):
So there was a, there was a keyword out there,
Reagan, that was used, um, whenthey were speaking to the patient.
I'm not sure if you caught it.
Did you, did you catch which one that was?
Regan Robertson (15:40):
I, I, I caught, well, actually I caught, I, I
hung up on compassionate andthen flexible payment options.
Those were the, as I watched it throughthose things really caught my eye.
Um, the patient looked so endearing andso sweet, and it made me feel comfortable.
Um, I also heard nojudgment that came up a lot.
Like I caught that a couple of timesand seeing it with the woman made me
(16:01):
think, um, made me feel more relaxed.
Like, okay, this is.
I can probably bring them whatever mydental challenge is, and they're probably
gonna make me not feel bad about it.
Matt Hutchings (16:11):
Yeah.
So actually you, you call itbasically the three main words that
that practice was wanting to, for
Regan Robertson (16:17):
real.
Matt Hutchings (16:18):
Yeah, initially, yay.
When someone hears about themthrough their brand scripts,
they wanted to be judgment free.
You know, they, they know that theirpatients have been through a lot, um,
and they work with a lot of patientsthat have told them that felt like they
were either felt like they were beingjudged, you know, with their teeth.
Mm-hmm.
You know, around their sphere of influencewith people that are around them, or
when they would go into other practices,you know, they didn't get the vibe that.
(16:42):
You know, because theylacked on their dental care.
You know, they got that, you know,the other doctors were either,
the other practices were either,you know, trying to just move them
through, you know, it just felt likethere was, they were being judged.
So for, for them it was super importantthat they are a judgment free practice.
Um, and so one of the thingsthat I benefit from at PDA is
(17:03):
there would be a discovery if.
If PDA wasn't as large as we were,there'd be a discovery on my part,
right, where I would ask them througha series of questions through the
discovery, because what you don't wantin your commercials or your ads, or
your reels, or your social media pieces.
It's just some marketing consultant that,you know, came up with some keywords
that don't resonate through who you are.
(17:24):
Mm-hmm.
But one of the things I want to goover with you, because you actually
work that document that gets handedto me as I then start to formulate.
So, you know, maybe can you tella little about how you go through
that discovery and then I'lltalk about how I pull it through.
Into the spots.
Regan Robertson (17:40):
I, yeah, I'm particularly passionate about the, the
interview, so, um, surprise listeners,I interview clients as well as
interviewing, uh, for podcasting as well.
I am, I am kind of obsessed with itbecause it, one people are, I have not yet
met a dentist that is like really excitedto do any sort of filming of any kind.
(18:00):
And I'm also don't typically meeta dentist that is excited about
really putting themselves out there.
They typically want, uh,their work to show and they.
Would prefer to be kindof behind the scenes.
And something that I am very happy todo is put people at ease so that I can
understand what really matters to them.
So I loved Gary's um, y institutebecause he has a discovery process
(18:23):
that he takes people through thatthey can fill out on their own to
discover their own personal why.
That's one piece of the puzzlethat's really important.
So for example, likethe non-judgment to me.
If I ran them through the Y Institute,my guess, this is a huge assumption,
but my guess that doctor would probablyhave a better way as being one of
(18:45):
their particular, um, you know, Ys.
So because they, they, they knowthat they can deliver dentistry
in a way that feels judgment free.
They know that there'sa better way to do it.
So, um, so my process that I. Donefor years when I, when I sit down
and interview a practice is we reallywalk through the stage, uh, from
a patient's perspective of theirtransformational hero's journey.
(19:10):
Uh, doctor, if you're listening rightnow, you were not the hero of the story.
You are the guide and, um, telling Great.
Videography stories or great,um, marketing collateral
that go, that goes out.
It really does a wonderfuljob of positioning you as the
guide and not the hero to it.
(19:30):
So I actually, in that video, forexample, I focused on more of the
patient and less on the doctor talking,or the doctor, you know, being seen
and the team member talking, becauseI was more focused on the patient.
That's kind of the goal.
So I walk them through a discoveryprocess that does talk about what's
important to them, but I do it throughthe lens of, um, of the actual patient.
(19:51):
And so it helps the doctortake themselves out.
So if I have advice for you right nowand you're listing and you want to apply
this to your marketing, I would say walk.
Through the experience and writeout what that person is feeling and
thinking and where they want to go.
And then ask yourself, how amI coming alongside them and
helping them achieve this?
(20:12):
So that kind of puts people at ease.
So we go through this process togetherand we create what is called a
brand script when we have all sortsof, I mean, it's a, it's a massive
thing that comes from it, right?
We have a tagline, an elevator pitch.
We have your key characteristics.
We have a bunch of.
Different elements that come from it.
Once that's completed, thenthat gets handoff to our
(20:33):
creative team as the next step.
So, um, working with theteam is so amazing this way.
So you, Matt would get this document andyou would know what's important to them.
Um, you would know.
So in this practice, maybe, uh, akey characteristic is non-judgment.
So no judgment.
You take that information and thenyou start to do your prep on your side
(20:55):
of things for when you travel out andstart doing the video shoot with them.
Matt Hutchings (21:00):
And so as that person or the, the per prospective patient
as they're walking through theirjourney of that discovery of like, is
this a practice I want to go through?
Um, you know, we may hit themwith different, uh, marketing
videos other than that 30 seconds.
But let's, if we just follow that through.
So we talked about the no judgment.
So let's say they, they enter in through,they see that, that first 30 sections.
(21:23):
Mm-hmm.
Right?
We've already developedtheir brand script.
So we know that.
No judgment, we know some ofthese, um, those key words that
we pulled out in the discoveryare now making it into the spots.
Well, now where would you think, you know,when I, so then from there, where would
you think that that patient's gonna go?
Once they've seen, seen a 32nd spot?
Like where would theypotentially be ending up next?
(21:45):
I
Regan Robertson (21:45):
would go to the website.
Matt Hutchings (21:47):
Okay, so now you're, you're walking your way through
that journey now on the website.
Yep.
Right.
And there's all these, theseconnections that we want to make along
the way, um, in your brand script.
Make sure all of these connectionsare anchored consistently.
Meaning the language, the, thepersonality, the um, the people
that we're looking to target, right?
We wouldn't want a 32nd spot thatfelt, you know, this way, and then
(22:09):
you get onto a website and then themessaging's completely different.
Right?
There'd be a, a drop off inthat person's experience, right?
Like where they're, the, thepatient now is starting to lose.
Um, small, small pieces of trust, right?
Mm-hmm.
We talk about that a lotin your presentations.
So how we continue that trust throughthe journey is then we interview
(22:31):
some of the testimonials, right?
And so the testimonials are stillframed off of that original framework
that you do in the brand script.
What I do is I then createa series of questions.
Where I don't want scriptedmaterial from a testimonial.
Mm-hmm.
Right.
Um, and remember we talked about thatthese aren't actors or actresses, so our
goal is to get authentically them, butframe it in a way that the story's clear
(22:55):
and complete and, and, uh, aligns with,um, the type of patient they are because
the doctor likes this type of patient.
So we wanna find otherpeople like this person.
Then invite them into the practice bycreating messaging that's similar to them.
So the next part that wewould do is a testimonial.
Can I show you that andsee how it pulls together?
Regan Robertson (23:17):
You can, I will.
I, I wanna add one note to theother video before we move on.
And that is the, the talent that youhave to ask questions that pull those
different, you know, brand attributesout is, is crazy to me because I've done,
I've done video shoots, uh, to get, toget different types of testimonials and
(23:38):
different information, and it is hard.
It is not.
To me, it's not that easy.
You have to be skilled at knowinghow to put together a great story.
And so I don't wanna go over even themusic, the way that it's shot, the
lighting, like it's, it's sort of, it's.
It is like a little minimovie in and of itself.
And so there's a lot of differentelements that you are taking into
account as you're shooting it.
(23:59):
And I am curious before wego to the testimonial video,
what is your process for that?
Like you get to thepractice and you know, okay.
Compassion and non-judgment, or aretwo of their important attributes.
And flexible financing is like the,the data tactical piece that'll,
that'll help people say yes to care.
Like what is your process to settingthat up so that it looks, it looks
(24:22):
authentic, but also really professionaland beautiful and cinematic?
It's, it's the cinema part ofit that just blows me away.
Matt Hutchings (24:31):
Yeah, and that's, I would say working in this level of videography
that we do at PDA, I would say it'sprobably one of the toughest because.
We're not on a studio,we're not on a step.
Mm-hmm.
We're not working withquote professionals.
Right.
That are, you know, trained in doing this.
Um, you know, we're trainedin there and, and to capture.
(24:53):
But the, you know, the, thestaff and the team, right.
They're generally.
They're just excited totake care of patients.
And now a crew's coming in andeveryone's like, gets like this.
So
Regan Robertson (25:02):
well see.
And I've, and I have recorded people and Isee them still like this, like afterwards.
And I think, shoot, I can't, I can'tuse this because they're still nervous
and they're not, you know, they're,they're coming off a little bit stiff.
But you have this innateability to put people at ease
and help them get comfortable.
And I think I heard you a littlebit say, I talked to them for a
while to get them comfortable.
(25:23):
So is that.
One of your tricks like, or like pieceof advice that you can give to someone
who's maybe making their own video even.
Is it, do you just talk for awhile until you naturally your
shoulders start to drop and moreof your natural cadence comes out?
Matt Hutchings (25:37):
Yeah, and I think you do it.
You may not even know you did it.
Like when we started the podcast,like we just had a general
conversation and is tructure.
Right.
But then as the structure gotlooser and then we got comfortable
and we started to flow, mm-hmm.
It was like, all right, we found our vein.
Like, I was like, I'm gonnaturn off, hit record, let's go.
I turn off my AC and like, let's go.
So it's not picking up onthe, you know, on the mic.
(25:58):
And then we, right.
You know, one of the first thingsthat I do when I get into practice,
like if I came in all business, Icome in and I look professional.
If I came in all business andtight, people are gonna start
getting business and tight, right?
They're like, oh, you know, so thereis a balance between professionalism.
Um, being loose and gettingpeople to, uh, start to act like
(26:19):
themselves throughout the day.
So it's acting, you know, laughingwith them, telling them jokes,
you know, maybe just having thecamera in my hand, but then walking
around without taking pictures.
So then when the camera is there.
Subconsciously, it's not there to them.
Right.
It's just me.
That makes, makes sense.
Room makes sense.
Regan Robertson (26:38):
They're just used to it being there.
Matt Hutchings (26:39):
Yeah.
So I spend, you know, thatfirst I try to get there early.
I scope out, you know, I've seenpictures, but I haven't been in there yet.
And, and dental practices are tough'cause they're long and narrow.
Mm-hmm.
And they're often for, so it's a little,it gets difficult to film in there 'cause
you don't get a. You know, the angles.
It's a hallway and a door, right?
Like, so what we see, because wecan move our head on a swivel, you
(27:03):
can't necessarily get that fullperspective when you're on a camera.
So, you know, you're, you'rejust looking for angles.
You're looking for where youcould potentially shoot, you know,
generally it's gonna be in there.
Um, you know, the first roomwhen you come in, you know, the,
the, uh, I'm sorry, I forget it.
The, the reception, thewelcome, the reception.
Yeah, the reception officewhen you first come in.
'cause that's our, that'susually the biggest room.
(27:23):
Right.
And practice.
So it's scoping that out.
But I personally go through and I try totalk to everyone and say hello to them and
then kind of laugh with them and be there.
Um, and then naturally I'll gravitateto some people that, you know, you
can tell they're having a good time.
So then.
You can stick with that.
(27:43):
They're not hiding in the
Regan Robertson (27:44):
break room.
Matt Hutchings (27:45):
Yeah.
Now they're having fun and nowpeople that know them are like,
okay, Matt's having fun with them.
Like, maybe I'll come join.
What are they laughing about?
And as you know, as it starts tobuild up, you know, generally at
the end of the day I get like a.
If I'm there two days, I get that itfeels like you've been a team, like
you've been with us this whole time.
And that's usually the goal, right?
Is, is to get them to feel socomfortable that I've always been there.
(28:06):
And then it's hard because then I justleave like as if it was, you know,
that's hard for me 'cause now I'mleaving and I've created all these,
you know, fun experiences with them.
So, you know, it's come in.
It's kind of scope out the lay of theland, see how everything's gonna look,
break the ice with everyone, get themfeeling comfortable and confident.
Small little tricks Icarry the camera around.
(28:27):
Um, and then, you know, we've got a greatteam that'll come in while I'm doing
that is either setting up where I wantthem to get the locations so they're
getting gear and lights, you know, andso when you see that spot, there's.
Generally two cameras thatare running at the same time.
There's three or four lights thatare over and lighting everything up
to make it real soft and, and clean.
(28:48):
Um, there's a mic that's sitting rightabove their head so we get good audio.
Um, and generally thesepractices are open.
So like not only the chaos of what'slike trying to be done, and when I
say chaos, like no matter what, ifwe were to come into your practice,
your practice is designed fordentistry, not a video to be there.
So there is going to be, you know.
(29:09):
A little bit of frictionin your day to day.
Not a bad friction, it's just differentthan what you were designed to do.
And we try to work around that.
But also practice is live.
There's drilling and suckinggoing on in the background and
Right, we're working in between.
And then you try to let the staff knowand you know, now they're laughing
in the background and the one personwho like finally gets the good line,
you know, it got killed becauseyou know, someone slammed the door.
(29:31):
You know, so there's so many movingparts that are happening in that.
Where we're trying to captureso much because this is a big
investment for our doctors.
Mm-hmm.
Um, we're trying to get as muchas we can in there so we don't
miss out on anything for 'em.
And that's part of that puzzle, likewhere I talked about that strategy
and the, and you know, it's not onlystrategy and creating the video,
it's the strategy of being there.
(29:52):
It's the strategy of the moving pieces.
It's the strategy of if a testimonialdoesn't show up, like what are we
doing on the spot to fill that?
Um.
So, you know, it's a, it's alot of fun in, in that strategy.
So my goal is really just to get peoplecalm, ease, you know, think of me of
like a producer behind the scenes.
Um, and then once they've establishedthat trust in me, you know, I work
(30:14):
through the interviews with them.
Um, and one of the, the things thatI always have to be aware of is
when I'm interviewing people, youcan see either the stress or the
pressure start to build on them.
Meaning like, where they're trying toeither remember lines or, you know,
they feel like they're not doing.
Because they have no perspective.
So maybe they feel like they're nothitting it, but they really are.
(30:35):
Mm-hmm.
So it's, it's in between some ofthose is just reassuring them,
Hey, you're doing a good job.
Like, this is great.
Keep that.
I love what you did there.
You know, or you know, let'sdig a little bit deeper.
And there's some times where in theinterviews I'll even kind of just
stop out of the questions and I'llgone through all of my questions
and then they think that it's done.
And then now once they think it's over,I know what all the questions are.
(30:58):
We're still rolling.
And then I'll be like,well, tell me about that.
So they think they're done.
Now the pressure's off.
Regan Robertson (31:03):
Oh, there's your secret.
There's your secret.
That's brilliant.
Now
Matt Hutchings (31:07):
we're doing, and I've got 'em.
And so now I know the structureand subconsciously they know
the structure 'cause they wentthrough the questions with me.
Mm-hmm.
But now I'm coming back and there'sthat, like when I used to do sales,
when an objection comes and when someonesays, send me an email, it was always
like, yeah, I'll send you an email.
No problem.
What's that email?
Mm-hmm.
Now they think the sale isover, the question is done.
(31:28):
They just send me an email, butthen I would roll into other things.
So it's the same kind of tacticof, you know, walk through it.
They're like, okay, I'm done.
And I was like, and then I would go, youknow, I really love what you said here.
Can you just tell me alittle bit more about that?
And we're still rollingand, and we'll catch it.
Regan Robertson (31:43):
That's beautiful.
Um, that's really,that's really beautiful.
One of my favorite thingsabout, uh, testimonials is
so many people go to reviews.
Like, I'm a huge review girl.
I will go and look at the reviewsand read the reviews carefully.
And there are words that yourpatients will use that are specific.
It's specific to your region,it's specific to the generation.
(32:05):
Um, it's specific to the, eventhe, the type of demographic and
service that you want to provideand nothing can compare to that.
And I think the other thing that sitswith testimonials for me that is so
important is so many doctors that Iknow I work with you, work with, they
are, they are really high performingand they're very hard on themselves.
(32:27):
And I don't know, even if you're amiddle of the road doctor, I, you know,
it, whatever, I, I don't know how manytimes we stop and we look back at,
at how far we've come or what we'vedone, and remind ourselves that, that
what we're doing is changing lives andthat, that it's really well received.
So, um, you know, so instead of just.
Staying on the treadmill or,or keep outproducing ourselves.
(32:47):
There is a lot of power for ourselves,not just for the material that it
produces to attract new patients, butto remind ourselves that what we're
doing really does make a big difference.
And I think it's incredible to havea patient say, I will, I will give
a testimonial and sit down with you.
So I'd, I'd love to.
Is it for Dr Bar's office oris it a different practice?
(33:09):
Yeah.
So we're gonna
Matt Hutchings (33:10):
show pull through.
Well, yeah, we'll pull through.
Okay.
So we did the 30 seconds, you'll, you'll,you'll see someone on there that was in
the 30 seconds that she was on there.
Okay.
Um, and then we'll look at tosee if just some of the language
like you, so you talked aboutreviews there for a second, right?
Mm-hmm.
So part of, in that discovery, I think yougo through and you review their reviews.
Mm-hmm.
So you see mm-hmm.
What people are saying, right?
(33:30):
So that ends up in there.
Um, and this, so then we talked aboutthat 30 seconds, like judgment free.
Um, now I've framed questions in away that I would think, you know,
through my pre-interviews that I'vedone with, you know, to develop this
if judgment free and these componentsare important to the practice, does
that resonate with the person thatwe're, we're about to interview?
(33:50):
Right?
So.
When I do the questions, I don't askthem to, to give me a line that's not
authentic, and that's just us now feedingsomeone to say this, um, which could
be good, but like, that's cheating.
That's, that's not really,you know, that's not right.
You
Regan Robertson (34:04):
want it to be authentic.
You don't want to, yeah.
That's not, you don't, youreally don't want it scripted.
Matt Hutchings (34:08):
No, so, so the script is in initially some of those in the
30 seconds, but now they've made thediscovery and they're on the site.
Like, we want to know as a patient, wewanna know what your experiences are and
does it align with my core values andshould I take the next step to schedule?
Right?
So I'm still thinking if I shouldschedule Knot at this point.
So I'll share the screen now.
I'm gonna show a video of now from justthe testimonial perspective, right?
(34:31):
So now we've.
We done the pre-interview, meaningI've got all the questions, we're
there, we're gonna move through.
Um, and then this is what comesout in one of our testimonials.
Commercial 2 (34:44):
I'm Susan Livingston and I'm from Lafayette, Louisiana.
I first, uh, came toBarra Dentistry in 2009.
I have had issues with my teeth since.
Birth probably.
Dentistry has always been in my life.
I needed someone trustworthy,dependable, and qualified.
(35:07):
It's a pleasure now to walk into Dr.RA's office, no anxiety whatsoever,
and, um, a pleasant surroundingwith professional services.
So the staff is great.
After I had all of my crowns in place, topand bottom, AMRO was handed to me to look.
(35:28):
And the, the pleasure of that firstsmile is pretty indescribable.
It's a new experience you've beengiven, a life changing experience
that carries over my confidencehave has really been boosted, and
that that's so important in life.
(35:48):
It lets you be who you are onthe inside, and that's priceless.
My name is Susan.
I'm a patient at Boras Family Dentistry.
I love my smile.
Regan Robertson (36:05):
That's beautiful there.
There's so much to be said for matching.
You're outside, matching your inside.
And I know, uh, you know,a lot of dentists do.
Target, um, especially in anyonewho's in a transition in, in their
life, so whatever age they're,but maybe they're in some sort of,
you know, age transitionary thing.
And it's, and it's difficult, youknow, it's, it's, it's difficult and
(36:27):
challenging to see yourself age, andyou and I talk about it all the time,
not a lot, but we do talk about it.
Like, oh, okay, I am getting,I am starting to get the crow's
feet here and this is happening.
And, and yeah.
And we want, you know, we knowwho we are on the inside, but
matching that to, to be on theoutside is a really big deal that I.
I don't know that a lot of people,um, address on a day-to-day
(36:48):
basis, it just kind of exists.
And she just gave areally beautiful story.
Like she, she got me excited aboutthat by explaining it, um, you
know, in that, in that context ofwhat they were able to do for her.
Matt Hutchings (37:03):
Yeah.
And what's awesome about that islike, so in that framework, right,
we're able to go through and askthose questions and pull all that out.
Um, but as a producer, right, like.
There is a world of like, we're,we're producing a scene, right?
So her story is initially interviewed,so they're there, they do the interview.
Um, but to make it, uh, so the, thepatient as they're watching it, you know,
(37:25):
it's no fun to just watch a face talking.
It's nice we get to see that.
Mm-hmm.
But what we like to do is then basedon that person's story, then when
she talks about, you know, Amir washanded to me in the conversation.
We're literally recreatingmoments like that.
On the fly based on what cameout and then now producing that.
Oh, that's how that happens.
(37:46):
Yeah, so she, I mean, so again, this isnot a scripted conversation that came out.
I knew generally I'm getting thatjourney from start to finish and
there's things that I want to make sure.
She emphasizes as we talkabout her story, right?
I'm guiding that, butI'm letting her talk.
And what comes out in those sectionsare authentically hurt, right?
Like it wasn't a say it like this for me.
(38:08):
I don't go back and be like,oh, emphasize this, you know?
So I'm just opening the door for herto speak and I give 'em that moment and
hopefully, hopefully they feel comfortableand confident and they share it.
And then afterwards, you know,that's about 30 or 40 minutes
with them going through that.
Then we go through and we createall of those little touch points and
those scenes that were talked about.
(38:28):
Right.
You know, the staff was great.
They're always smiling, right?
We we're able to cut to something wherethe staff is, they're smiling, you know,
um, you know, I was handed a mirror.
She's got the mirror,she's looking at herself.
So all of those moments are, like Isaid, there's so much that gets compiled
into that day and into that, you know.
The testimonial.
We have about an hour and a half toshoot that, you know, we're, we're
(38:51):
moving, running and gunning andgetting as much as we can, but the
Regan Robertson (38:54):
end result doesn't look running and gunning, doesn't
look rushed, doesn't look forced.
It feels comfortable and it's pace really.
Well.
I would love to talkabout the cadence of it.
This is, I have never had thisconversation with you, and now I
know how you make it cinematic.
That is brilliant.
So you put them at ease,you interview them.
And you set up these shots, but this,the 30 seconds felt very relaxed.
(39:18):
It did not feel forced at all.
How do you, um, pace, like doyou even, do you even make tweaks
to how fast they're talking orslow they're talking and editing?
Or do you just kind of go at theirpace, whatever their energy is?
Walk me through that.
Matt Hutchings (39:32):
So the 30 seconds is tough, right?
So those are two different parts, right?
So the testimonial, you know, if that'sa minute 20 or a minute 30, that's okay.
'cause there's no realtime constraint on that.
That's the one who's on the websitelooking at it, that 30 seconds, we've
got markers that we have to hit.
So when I build out the questionsand, and script that, I'll do
a general read through at likemy pace to go, okay, I'm there.
(39:55):
And when it's built, you'll see thatin that 30 seconds, the camera will
cut so it's not one rolling scene.
So what I'll do is I'll have it builtin chunks, you know, in basically
chapters you could say, right?
Like I'll have her or the person memorizejust that first sentence, and I get
a good clean read to that, and then Icould hop to the second camera, which
(40:17):
zooms in a little bit in our mind.
There's no disconnect and change.
It just went to another topic and so therethe camera cuts in and so as long as we
kind of follow that and we get good clean,not slow reads on that, those pauses in
between, like we can shorten those up orlengthen 'em out and it gives us a little
bit of padding or a little bit of room.
(40:39):
To, to speed it up or slow it downas long as we stick close, you know,
to the, the cadence that's needed,you know, in that initial read.
So, and I try to time while I'mthere, so I gotta, like, if I'm
within, you know, 18 seconds, Iknow we can cut it down, remove it.
Mm-hmm.
And got it.
Regan Robertson (40:56):
I, you know, I, I cheated and I just went over and googled the, uh,
the Barra Family Dinner Street to kind ofsee what kind of reviews did they get, and
are they matching up with what she said.
And then, you know, what that initial adwas too, of making you, you know, feeling
compassionate and being nonjudgmental.
And right away they.
They have well over 605 star reviews.
(41:17):
So they're, they're doing a greatjob on their, on their reviews.
But, um, it's really the firstone that was just four days ago.
Uh, the ending sentence is, Itruly had a great time laughing
with all of the staff, so you'vebrought up laughing multiple times.
So my assumption is at that shoot,they were laughing and, and that's
reflected Justin in a, a reviewthat happened four days ago.
(41:38):
And another one says they makeyou feel completely comfortable.
So obviously they are good at, atreducing your nerves and helping you.
Um, people have typed all in capsamazing with lots of exclamation,
and it was the best experienceI've ever had at a dentist office.
The staff is very kind and understanding.
So if you're listing right now, go to youknow, your own reviews and start to pay
(42:02):
attention to the words that people areusing to describe you because that is.
That is your cultureand that is your brand.
You can't really dictatewhat it's going to be.
It's going to be what yourpatients tell you it is.
And, um, and, and so I think connectingyour why with your brand story and then
telling that story that feels authentic.
You have all of this homeworkbehind you, Matt, and all of this
(42:25):
research that helps you guide theconversation without scripting it.
Matt Hutchings (42:30):
Yeah.
And, and so.
That's just one part of the day.
Right?
So that's one testimonial.
So when we go through these, generally,there's a strategy that's been built out.
So a practice has particular types ofpatients that they wanna serve, right?
So the practice has either, eitherspecialized or maybe the doctor's been in
dentistry for a long time, and you know.
(42:54):
Part of what they want to do is ifthere's this one patient that exists,
and if I could get that person,you know, once or twice a year and
we can market to them, and it justmakes me happy as a person, right?
Like, can we do somethingthat's built around that type
of, um, you know, demographic?
So the testimonials.
I might not resonate with her thatwas on the screen, but there's
(43:15):
another testimonial that's a husbandand wife and their children, right?
So there's their story.
So everyone has a story in awindow, um, that's built for Think
about as those testimonials areinvites to your practice, right?
You're I'm showing them to you.
Does that align with me personally?
I like the story that I've seen, right?
I, I went online.
(43:36):
I saw either the reviews, I saw that32nd ad. All these little touchpoints.
Now I see this testimonial.
You know, naturally the next thingif I'm in that discovery phase is
most likely I'm either gonna lookaround on the site or I'm gonna take
action and I'm gonna make a call.
Right?
Um, and we hope that we doenough, good enough job capturing
authentically who you are.
(43:57):
So now when the patient comes through thedoor, you know, you maintain the story.
Um, that you've been telling, right?
So if the patients are talking about,you know, when I come through the door
and the staff is always smiling, right?
You better have a team ofstaff that's always smiling.
'cause that person has kind ofbuilt this expectation in their
head that this is, you know, thisis why I committed to come this way.
(44:20):
Right?
So.
All of those little subconsciouscues that they connected to.
You know, I hope as a storyteller,I, I tell that in a way.
Um, because it was authentically you andthen it just maintains, you know, with
all of the, the great things that they'vedone and built, you know, over the years,
you know, I just got to show it for 'em,which is, which is fun and exciting.
And I got to, you know, when I saychaos, I got to come in and create
(44:42):
a little chaos of fun, um, youknow, to, to share their story.
'cause you know, you talked aboutdentistry, you know, dentistry, there's.
In every community, there'smultiple pillars and mm-hmm.
You know, doctors happen to be in thepillar of health and their community,
and that's what's great for us is, youknow, there are four walls, a lot of
amazing things that happen for them.
Um, but generally it's, sometimesit's, it's hard for them to get
(45:05):
that story beyond their four walls.
So, you know, by capturing these momentsand then sharing them, you know, that's,
that's what gets really exciting,I think, for all of us and me too.
Regan Robertson (45:15):
One of the things that, that I know, uh, you know, can
often make you hesitant or nervous,especially with shooting video in
the practice, is one, it's, it's not,it's not the cheapest of advertising.
It is an investment that you wanna make.
And, um, you know, and so,and, and you might, so if you
decide to run the practice.
While you're shootingor do you shut it down?
(45:36):
You know what prep work's involved and,and so for example, I absolutely love
interviewing a guest that has a lot ofknowledge because I can take that one
podcast episode and I can turn it into.
A white paper, I can turn itinto an article, I can make
social media posts out of it.
I can take it and I can diversify thatmessage out to different channels.
(45:59):
And so one say, 30 minute interview canget me a lot of channel distribution
and traction in different mediums.
How, um, how do you apply?
How would you apply that togoing in and doing video shoot?
I know for example, you often do, um,photography with it, which is what
I drool over all the time, is theseabsolutely gorgeous shots that you get
(46:22):
ones of like candid in-office images.
Maybe it's a doctor with theirfamily or maybe even, even the
head shots you do are beautiful.
So I know like you're thereto video shoot, but you also
end up doing this as well.
Could they take the audiofrom the video and like.
Turn it into a radio script, orwhat are some ways that they can
expand and get the most out ofdoing a video shoot with someone?
Matt Hutchings (46:48):
With us.
One of the things I personally give themafterwards is an editorial calendar of
how to apply everything that's been done.
So there's already been astrategy of where their marketing
consultant is gonna put.
So the testimonial, right?
That testimonial, if it's about implants,like it's going to be on the implant
page if I'm in discovery, and I wantto know what you do on implants, right?
(47:09):
I want the technical or the, youknow, the, the, the content copy.
But I, there also should be the videothere so all of those get placed in
the appropriate place on the site.
Um, they're also shared through socialmedia and things like that, but also too,
you know, depending on, you know, thelevel of service that they're working with
me on is that editorial calendar could beanywhere from six months to 12 months of.
(47:31):
All of the pictures that I took, basicallykind of framing the scene of like,
you know, go grab a picture of Dr. Youknow, x you know, working with patients.
Here's a caption.
So it, it, it, it gives it in a waythat has simplified it to where.
You know, I still want them toauthentically change it to be them
based on that scenario, but I givethem enough, let's just say, like 85%
(47:55):
complete and then they can go in andcustomize, you know, throughout the
year based on the scenario or the thingsthat are happening in the practice.
So, you know, again, I don't want tobe the, the a hundred percent the words
for you, like it shouldn't be that way.
But knowing that you're a, youknow, dental practice and a team
and other things that are going on.
You know, why not leveragesome of the experience we
have, make it easier for them.
(48:16):
Um, so that's one of the things thatwe provide too, uh, which is nice.
You know, it, it, you don't just nowhave this big, bright, shiny thing
and go, well, what do I do with it?
Now your shoulders are back stuckup and you don't know what to do.
Right?
Right.
Like, so
Regan Robertson (48:30):
if you, and if you, if you have video already in
your practice, if you haven't takenthe transcript, that's something
that you could certainly do.
There are a lot of tools out therewhere you can upload your video and
it'll transcribe for you, uh, as well.
And you could turn it into, youknow, so shorter social media clips
or like I said, you could, you couldgive it to your marketing team and
(48:51):
they could make blog posts out of it.
They could use specific, uh,you know, insert some keywords.
And so there's just, I think there'sa lot of different ways to get mileage
out of, uh, one particular shoot.
So it can go a long way.
Yeah.
Matt.
I appreciate all of, uh, the hour thatyou've spent with us talking about
this, and is there anything that wedidn't cover that you really wish that
(49:15):
we had covered that you want peopleto know about how to take your why?
Take your core beliefs and turnit into a compelling story.
Matt Hutchings (49:26):
Well, what I would say is, you know, I already kind of prefaced
in the beginning where once you seesomething you think, oh, I can do that.
You know, I just challengeyourself, like, do it.
I want you to say, I can already do that.
Like we today have our phones and we'vegot so much technology in our hands.
What'll only make youbetter is just practicing.
You know, get it as part of your practice.
Pull your phones out, incorporatesome of what you've seen today.
(49:48):
Try it.
Um, you know, there is no reasonwhy you shouldn't be able to
produce some authentic, uh.
Content yourself.
Um, but also too, um, there's a very bigreason why it should align with some of
these, you know, bigger produce packagesthat'll last you, you know, a year or
two with a lot of marketing collateral.
So, you know, what I'd say in the endof the day is, you know, get out there
(50:12):
and start producing some practice.
Figure out your voice and your why.
The better you do this,um, the better you'll get.
At even presenting to patients, right?
Just putting yourself out there.
So, you know, um, if any of this interestsyou or you like this, or you want to
know more about what it looks likebehind the scenes, or you just wanna
see some of these videos, you know,we've got, you know, reach out to us.
We can share.
(50:32):
You know, we can share 'em with you,we can share some of the pictures.
Um, and also too, at the end of the day,just don't be afraid to get out there
and just try to produce it yourself.
Like, and, and we can support you inthat and kind of walk you through,
you know, what those steps wouldlook like and then how we would
transition, you know, to maybesomething that's a bigger production.
Regan Robertson (50:50):
How, uh, what is the best way for people to get in
contact with you if they have aquestion or they wanna work with you?
What do they do?
Matt Hutchings (50:57):
They could just reach out to my, my personal, uh, work
email at Matt at productive dentist.
Regan Robertson (51:01):
M-A-T-T-M-A-T-T.
Matt Hutchings (51:03):
Yep.
At productive dentist.com.
And, uh, you know, if you got anyquestions or you want to get into, you
know, a discovery or you know, just.
You just wanna know more about howthis works and see if it's right for
you, I'd be happy to, to schedulea discovery meeting with you.
Um, and that's where we could dig downinto the, the why component, you know,
help you discover that or maybe youalready have and you have a really
(51:24):
good idea of what that why is, andnow you're just looking to leverage
what that is and, and put it in aformat, um, to expand out your reach.
You know, I can help you with that too.
Regan Robertson (51:35):
Well, thank you Matt.
Thanks for being on the show.
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