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What makes a truly exceptional marketing company? Contrary to popular belief, it's not about generating more calls or leads—it's about attracting the right customers for your specific business model.
In this eye-opening episode, I challenge the widespread misconception that marketing success is measured by lead volume rather than lead quality. Drawing from my extensive experience working with businesses across multiple industries, I introduce the crucial Best Western/JW Marriott/Ritz-Carlton framework to help you identify your business positioning and align your marketing accordingly.
The stark reality is that many businesses waste marketing dollars attracting prospects who will never convert because there's a fundamental mismatch between the marketing and the business model. Whether you're trying to be the premium provider commanding top prices or a volume-based business with competitive rates, your marketing strategy must reflect that positioning to attract customers who already value what you offer.
This episode provides actionable insights on how to evaluate marketing companies, what questions to ask during the selection process, and why template-based marketing fails premium businesses. You'll learn why raising prices requires simultaneously increasing perceived value, and how your entire customer journey—from digital presence to physical space to team training—must align with the expectations set by your marketing.
For business owners tired of high lead numbers but disappointing conversion rates, this conversation offers a transformational perspective on marketing that focuses on quality over quantity. The right marketing doesn't just fill your pipeline—it fills your pipeline with people ready to say "yes" to what you offer at your desired price point.
Ready to transform how you think about marketing for your business? This episode will change your approach forever. Like, subscribe, and share with fellow business owners who need to hear this message!
New Patient Group - The Employee & Patient Experience Co.
A company designed to help orthodontists, dentists and other types of Doctors create a practice that dominates the new economy. Learn Advanced and Cutting Edge Skill Sets Used by the Finest People Businesses in the World, such as the Ritz Carlton and other famous Companies:
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Learn How to Apply the Skill Sets Above to each of the following:
- Existing Patient Experience
- New Patient Experience
- New Patient Phone Call
- Existing Patient Phone Call
- Digital Workflow
- Treatment Coordinator Exam
- Doctor Exam
- Financial Presentation
- Pending Treatment FollowUp
- Handling and Overcoming Objections
- Trust & Communication Transfers
- Digital Marketing
- Patient Compliance
- Clinical Assistant Chair Side Conversations
- Clinical Assistant Conversation with Parents
- Remote Monitoring (If, applicable)
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Welcome to the Brian Wright Show Audio Experience, a
podcast dedicated totransforming lives, careers and
businesses, and now your host.
He's a husband, father of two,an international business and
life coach, the founder and CEOof New Patient Group and Wright
(00:22):
Chat, and a consultant andglobal speaker for some of the
finest companies in the world,such as Invisalign and many
others.
Now here's your host, brianWright.
Speaker 2 (00:36):
Hey everybody, welcome inside the broadcast
booth.
Brian Wright here, welcome into another edition of the Brian
Wright Show podcast.
Hope everybody is doing greatout there and the one, and
really only one job of a reallygreat, exceptional marketing
company is what we're going tobe talking about on today's show
.
There is a lot of misconception, and I see it in our niche, in
(00:56):
orthodontics and dentistry, andalso with companies and
businesses that we help outsiderestaurants, hotels, list goes
on and on.
I see a common theme.
It tends to be a little worseinside our niche than it does
outside the niche, but there isa common theme of a very big
misunderstanding that a lot ofyou have got to get over this
(01:16):
and you have got to fully graspwhat I'm talking about today on
what makes a really goodmarketing company really good.
And so many of you andunfortunately and this will also
be a way for all of you to beable to differentiate between a
marketing company that actuallyknows what the hell they're
doing, versus ones out therethat they don't get, even though
they're a marketing company andthey do, or at least they
(01:38):
should do, what I'm talkingabout today they don't get it,
and I see this time and time andtime again it also goes into
the marketing you do will orwill not drive the customers you
want.
One of the things that all ofyou have to do, whether it's a
business that you're juststarting, a practice that you're
just starting, or whetheryou've been around forever.
(02:00):
Some of you that have beenaround for a long time still
have never identified what typeof customer, what type of
patient, that you actually want.
And I always use no matter whataudience I'm speaking in front
of if it's in our niche, inortho and dentistry and other
healthcare specialties, if youwill, whether it's in front of
them or it's in front of anentrepreneur audience, or
(02:21):
whatever it may be I always usethe hotel analogy of the Best
Western, the JW Marriott and theRitz-Carlton.
Now, there's obviously a lotmore hotel names that I could
use, but those three are worldlyknown and everybody can relate
back to.
Whenever I try to make theanalogy of the discussion topic
of what type of business do youwant to be discussion topic of
(02:47):
what type of business do youwant to be?
Do you want to be the highest,of high end to where?
If somebody's calling aroundfive places, do you want to be
the most expensive and do thaton purpose, or do you want to be
the best Western and do youwant to be more of a quantity
play, which means that yourprices are going to be far lower
and the experiences that youput into your business need to
(03:09):
be very different than if you'regoing to be the most expensive
hotel, the most expensiveplumber, the most expensive
lawyer, the most expensiveInvisalign practice in our niche
out there, and you have to.
Or do you want to be somewherein between?
Right, that's where the JWcomes in.
As that analogy, the threehotel example.
(03:30):
You've got to look at yourselfand understand who are you
trying to be, and each one ofthose levels is a completely
different business model and,unfortunately, most marketing
companies don't even take thetime to sit there.
And this is how one of the wayswe're going to discuss today
how you know a marketing companyactually knows what the hell
(03:50):
they're doing is.
If you're searching everybodyout there for a digital
marketing company and they don'task you during the sales
process and the onboardingprocess what type of business
are you?
What type of practice are you?
Well, let's use for those.
Let's use our niche Like.
Let's use an orthodonticpractice as an example, you've
(04:10):
got orthodontic practice andagain, using the best Western,
the JW or the Ritz-Carlton Mostpractices, most businesses that
are attracted to the messagethat I deliver on this podcast
and what we do as an employeeand patient customer experience
company, we teach you all how tobe the highest of high end, how
(04:31):
to charge the highest pricesyou possibly can increase your
conversion and convert at thehighest levels you possibly can
right, all while charging morethan all the other opinions
that's more of the Ritz-Carltonmontage and other ones that I
talk about on here model.
Now, the reason we teach thatand the reason why a lot of
(04:53):
people are attracted to that is,well, I guess not the reason we
teach it, but what we teach isgoing to help businesses like
that.
Either you're already thehighest price and you want to
charge more.
You're already the highestprice and you want to charge
more.
You're already the highestprice.
You just want to convert moreright.
Or you're a practice that maybe a Best Western, or a business
, a restaurant that may be aBest Western today, but you want
(05:15):
to strive to be theRitz-Carlton right.
You're ready to take thatjourney.
That's what we do for people.
All right, that's what we dofor people for people.
All right, that's what we dofor people.
Now, part of what we do forpeople is obviously the coaching
with many of you know.
The other part is the digitalmarketing.
So, and the reason I have apoint to all this and how you
know the company knows what thehell they're doing or they don't
is that when we're in the salesprocess and we're talking to
(05:38):
people, we identify that becauseif they are the best Western
and you don't want to be any,you could be a hotel, a doctor,
a restaurant owner, doesn'tmatter.
If you want to be a low price,high quantity play, I am proud
to say we are not the companyfor you, we are not the message
for you.
That's not the type businessmodel I want you to run.
(06:00):
That's not the type businessmodel that we help, but it
doesn't mean it's not the typebusiness model that we help, but
it doesn't mean it's not theright business model.
Best Western makes a lot ofmoney.
There's a lot of practices,businesses, restaurants that are
lower end, lower price and makea lot of money.
It's just not what I believe in, it's not what we teach, it's
not what our messaging is, it'snot the customer we want.
(06:22):
I'm bringing all this up, though, is that we are willing to say
hey, look, doc, if you want tobe that low-price, best
Western-type model, we're notthe marketing company or the
coaching company for you, and wedo that because that saves our
reputation and it also savestheir business reputation, and
(06:44):
that's why we never have badmarriages.
From a customer standpoint,it's very rare, but the point is
, doing that during theonboarding process is that the
marketing we're going to do forpeople, the digital marketing
that we're going to do forpeople, is going to showcase
that you're high-end.
It's going to showcase andbuild your value proposition.
It's never going to talk aboutprice.
(07:05):
It's never going to talk aboutdiscount ads.
We don't do that stuff.
And we don't do that stuffbecause if somebody says, hey,
brian, I want to be the highestpriced in town, regardless of
your business, but again, goingback, using our niche as an
example, I want to be thehighest priced orthodontic
practice in town and I want tomake Invisalign or whatever else
(07:27):
I do from a treatment modalitystandpoint, I want to be at
least $1,000 to $2,000 to $3,000more than any other opinion
that they're going to get.
Okay, we say all right, great,because the marketing we're
going to do is going to showcasethat.
It's going to drive a certaintype of new patient phone call
coming into your practice.
It's going to drive a certaintype of potential patient coming
(07:50):
into your practice, nodifferent than if when we do
digital marketing forrestaurants out there, it's the
same thing.
It's that we are teaching youhow to raise your prices.
We are teaching you how to sellmore while raising your prices.
We are teaching you how to sellmore while raising your prices,
and part of that is making surethe digital marketing is
attracting the right type ofbuyer that wants to have
higher-end food and spend morefor it and receive an amazing
(08:14):
experience along the customerexperience journey.
You see how that works.
A marketing company's job is notto get you phone calls.
It's not to, because I see thisall the time.
Well, I'm using a marketingcompany and they think they're
doing great, because you knowthey show us the data every
month and you know we've gotwhatever a 30% increase in
(08:36):
incoming new patient calls, a30% increase in incoming calls
to our restaurant, our plumbing,our law firm, whatever.
And I look at that and I'm likewhat the hell is wrong with
these people.
Like going back to the hotelanalogies again, it's easy for
everybody to understand.
If the best Western wasreceiving inquiries over the
(08:59):
phone from Ritz-Carlton typeconsumers, they'd go out of
business.
They wouldn't convert it.
If the Ritz-Carlton wasreceiving incoming inbound calls
with people inquiring about aroom from best Western people
that want to spend a low priceand don't want the experience or
(09:19):
can't afford the experience,the Ritz-Carlton would go out of
business.
See, guys, a great marketingcompany understands your vision.
A lot of times they even helpyou build it, like we do.
If you need that, a greatmarketing company understands
what content do we have tocreate inside the doors of a
(09:41):
given business to showcase it onInstagram, facebook, tiktok,
YouTube, linkedin, et cetera, etcetera, et cetera.
That's going to attract theright consumer for the business
model that you want to run.
And see so many of you outthere.
You don't even think of thisstuff Like it's not even you're
(10:02):
thinking okay, well, how manynew patients can I get?
How many new customers can Iget?
Right, what's the cheapestmarketing you know, dollar that
I can afford.
And you hire these crapcompanies that on paper, look
cheaper, but they're cheaper fora reason they drive crap
results and they think thattheir job is to get you more
inbound calls.
That is not the job of greatmarketing companies.
(10:24):
Great marketing companies are toshowcase your value proposition
online in a very unique way.
To drive consumers via onlinereservation scheduling, inbound
phone call, live web chat,whatever it may be.
Drive consumers to get toschedule an appointment with you
, reservation with you, whateverit may be.
(10:44):
Drive consumers to get toschedule an appointment with you
, reservation with you, whateverit may be, that fit the
business model that you'retrying to run.
That's a sign of a greatmarketing company.
There's other signs, of coursethey're not posting.
It's like what with us, with ourdigital marketing?
It's amazing.
All these years have gone byand our coaching program is
(11:05):
literally famous.
We make businesses in and outof our niche millions upon
millions of dollars with what wedo, with our coaching program.
It's proven, it's famous.
It's got the biggest nameentrepreneurs on the planet.
It is incredible.
But a lot of people, whetherthey listen to this podcast or
not, don't know that we dodigital marketing.
(11:26):
And we do digital marketingbecause it's part of the
customer experience journey, butit's also part of the overall
experience and how brands arerepresented, and brands cannot
be represented.
As an example, the Best Western.
One of their value propositionsis it is cheap right.
But if you're trying to be themost expensive Invisalign
(11:46):
practice in town the mostexpensive Italian restaurant in
town, the most expensivesteakhouse in town, the most
expensive hotel in town a cheapprice is not your value
proposition, and so how youshowcase things makes a huge
difference.
If you're a cheap Italianrestaurant, how you showcase
(12:07):
your food online is it important?
Sure, it's important, but it'sfar less important than if
you're the most expensiveItalian restaurant in town.
That becomes mandatory, right.
If your YouTube station isempty, for whatever business you
are out there and you're cheap,not a big deal.
If you're the most expensive,you better have YouTube content
(12:30):
out the wazoo around yourtechnology, your hospitality,
your experience, your customerservice, your team member bios,
how you source the food, whereyou went to ortho school.
You see, it's all the same.
It's one of the reasons why werebranded this podcast.
There are so many things from afive-star hotel that you could
(12:51):
put right into an orthodonticpractice and your ortho's out
there listening.
You would kick everybody's ass.
The challenge is getting yourmind to think that way.
The challenge is stop going tothese inside your bubble only
experience they've ever hadinside your bubble.
Consultants or marketingcompanies Stop it.
Everybody or a doctor owns themarketing company, so
(13:13):
automatically they blow up, eventhough they suck.
Stop it.
Showcase your brand in anextremely unique way.
If you want to be the mostexpensive, then obviously you've
got, and this is why it worksin harmony.
All of you need to understandthis.
If you're going to do marketingand you're going to attract
price shoppers as an example,then boom.
(13:35):
Your receptionist better betrained on how to handle price
increase and overcome it withvalue and convert.
If you don't, you're pissingyour marketing dollars down the
drain because you're receivingincoming calls all day, your
receptionist doesn't convert,doesn't tell you, and you're
missing all kinds ofopportunities.
This is another reason whycrappy marketing companies hand
you a data sheet and go well, wedid our job.
We got you 40 extra new patientcalls this month.
(13:57):
Meanwhile you converted two ofthem because they don't fit your
model.
They're sending you priceshoppers people that you know
want to shop on price, wantsomething cheap, and you're
trying to be the rich carlton orthe other way around.
Great marketing companies.
Everybody understand yourbusiness model, understand your
(14:17):
vision.
They understand what you'retrying to do.
You're trying to sell more,invisalign, as example, and at a
higher price.
That's a different marketingstrategy than somebody that
wants to sell, maybe anoff-brand, as an example, at a
far cheaper price.
Those are different marketingstrategies.
Hey everybody, brian Wright ofthe Brian Wright Show, let's
step away from today's podcast.
(14:38):
Hope you're enjoying it.
Remember that messaging we'retalking about.
A great marketing company isnot one that gets you a bunch of
calls.
A great marketing company isones that are targeting the
consumers that are going to beattracted to the business type
you are High level, low level,high price, mid price, low price
, that kind of thing.
So stop judging it on how manyam I getting and start judging
(14:59):
on how many am I converting.
But that is a big message today.
But I want to talk about our MPG, iconic.
You've heard it.
If you're an avid podcastlistener of ours, you've heard
this theme going on now andwe're running out of seats.
We don't have a lot left andit's going to be in Nashville,
tennessee, and I want you tocome celebrate my birthday that
weekend with me and we're goingto be talking about digital
(15:21):
marketing there.
It's going to be a big theme.
It's not the reason Iconicexists and it's not going to be
the only thing.
We're going to be talking abouthospitality, leadership, sales,
customer experiences, employeeexperiences and also how to use
real-life skill sets.
How do we transform the mindsetof your employees in their
personal lives so they show upready to work at a higher level,
(15:42):
ready to offer a uniqueexperience, changing the mindset
of the employees on how theyadvance their career forward
right?
How do they get pay raises?
How do they offer more value tothe business so they go through
the ranks, make more money,right, and that way they're
advancing their careers.
They're also advancing theirlives and as those two things
happen, you, as a business owner, win as well.
(16:02):
Your life tends to be betterbecause your business is better.
So there's going to be somereal life, career and business
skill sets talked around thattheme of customer employee
experiences.
It's going to be fantastic andthis is unlike any other in the
industry in our niche, and we'vealso started to receive some
really cool feedback fromrestaurants and hotels and
people outside our niche thatare starting to get interested
(16:25):
in Iconic, and it's really cool.
We're very excited about it.
But this event, guys, is sodifferent than what you're used
to, and I want to personallyinvite you and your team.
You can pay in full for thisevent.
It's on our website.
You can finance it if you needa little bit more of a break and
extend it out, so bring thatinto low monthly payments for
you.
Whatever you want, we're goingto be open, we're going to be
(16:45):
flexible and we're going to makethis affordable for you and
your team, and we really lookforward to seeing you at an
event that is absolutelytransformational.
And once you come, all theother events with huge crowds
and all these speakers thatspend no time role-playing with
you, no personal attention, noreal expertise that goes back to
your practice to getimplemented You're never going
(17:06):
to go to those events again.
This is something new andexciting.
We want to see you there and wehope we do.
We'll put the link to thedescription of Iconic and where
you can register below and wehope to see you there.
Now let's get back to today'sepisode.
You have got to use marketingand content to create organic
content to spread across thechannels in a way that showcases
(17:30):
what you are inside your doors.
I love it.
You know another piece not toget on a tangent on this,
because I could easily do it isI love this.
Well, online we're going toshowcase that we're the Rich
Carlson right, and we have highprices, and that's obviously not
what you say.
Online you don't say, hey, wehave high prices, but it's
assumed through the typemarketing you're doing right.
(17:52):
I love it when people then showup to the business and it
looked like it came out of the80s the carpet cabinets, all
this.
This is why all of you I don'tknow when, when I do this
podcast today we haven't yetreleased the podcast around
customer experience, themisunderstandings, the
psychological definition, so Idon't know if this is coming
(18:15):
before or after.
So in that podcast it talksabout customer experience being
the consumption process of alltouch points before and after
sale, and it dies very heavilyinto it and there's a lot of
misconceptions around it.
People throw that terminologyaround when they don't even know
what the hell it means.
Guys, this is if you domarketing.
(18:36):
It's one piece of the journey.
You've got to train on thephones to convert the marketing
right.
You've got to have the ambiancewhenever they show up that
matches the marketing you'redoing right.
You can't come across as highend and then walk in and your
place looks like a piece of crap.
I see this with restaurants allthe time and it's like they
(18:56):
wonder why, well, we can't getanybody through the door.
Well, yeah, no kidding, becauseyour place looks like crap.
The waiters aren't trained onsales, your five-star reviews
suck, your ambiance sucks, yourfood's not that good and yet you
think advertising is yourproblem.
It's mind-boggling.
But it goes back to everythinginside your doors, guys.
(19:17):
That's a reflection.
That's you looking in themirror, and there's not many
people that can do that.
We, as humans, are not designedto look in the mirror.
We're designed, especially intoday's society, to blame other
people.
So, whatever marketing companyyou're going to use, if they're
not diving into what type ofbusiness model you are, your
price points, guys, they suck.
(19:38):
That means they're just atemplated standard messaging.
They don't study consumer data,which is a whole.
Nother my getting into that,but that's the other thing is.
You better be using digitalmarketing companies that are
experts in consumers not food,not orthodontics, not Invisalign
, but consumers, and that's whatwe are.
(20:00):
But the point is is not us, thepoint is is whoever you're
using, they need to reflect yourband in the way that it already
is or the way or what you wantto become.
They've got to market in a wayand put content out in a way
that reflects that you're thehighest priced, reflects that
you're middle of the ground.
Jw Marriott reflects thatyou're bottom of the barrel.
(20:20):
Best Western and honestly, as Isaid, the best Western is a
great business model.
I don't believe in it.
It's not our messaging, but thebest Western is a great
business model, guys.
It makes a lot of money.
Been around a long time, right,there's consumers for that
model, there's consumers for forlower priced airlines, there's
consumers for lower pricerestaurants, et cetera.
(20:40):
It's not a bad model.
That's not what we teach.
I don't want to say we wouldhurt them, because I think, no
matter what your price point is,people want to be treated nice.
But make no mistake about it,our teachings don't help
low-priced, high-quantitybusinesses because the high
(21:03):
quantity that you have to havewith that model you don't have
the time to do what we teach andhow to greet people and the
digital workflow in our nicheand the doctor exams and the TC
exams and pending treatment andthe hubs and the marketing and
the culture building and thesalesmanship for everybody in
your office, your assistantsincluded.
(21:24):
You don't have time to work onthose because you need to see so
many people.
It's chaos and don't forget,you know part of your business
model.
If you're wondering why you'rechaotic, what's your business
model?
I mean, it keeps going back todrives me nuts Like you do.
Analog braces out there, right.
And then you wonder why you'rechaotic all the time.
Well, it's your treatmentmodality Requires a big team,
(21:47):
high influx, like it's just, buta lot of you don't see it.
But back to the marketing stuff.
You can imagine and guys, thisis how you have to think.
It's the reason why werebranded this podcast, because
this is exactly what I wouldteach, exactly what we teach
when working with a restaurant.
Envision who you want to be,okay.
(22:08):
So let's say you're asteakhouse.
You're envisioning a beautifulambiance, right?
Just impeccable service from Ato Z, waiters that can truly
sell.
So tables are buying the bottleof wine, not the glass.
They're buying the specials forthe evening instead of the
on-menu items.
They're buying desserts insteadof not buying desserts, that
(22:30):
kind of thing.
But they feel damn good in theprocess of doing it.
They feel good spending more,which is a big part of what we
teach too, right, how do you getpeople to spend as much money
as possible with you and feelreally damn good about it?
And they go tell a bunch ofpeople right, that's what,
that's what we do and all themessaging that we teach goes
into that.
So if you have that vision,that's who you, that's who you
(22:54):
believe you are, and you alwaysknow that there's another level
to get to or it's who you wantto become.
If you look at the marketingyou're doing, it's incredibly
important to have a nice YouTubestation built out with the chef
and the bios of the waiters andwelcome videos and things like
that going out and you know ifyou've got an upcoming, you know
(23:17):
new special that you're goingto launch, how you source the
food and what the special islike.
You've got to use videomarketing.
People want that and there'snot many restaurants that do it,
just like in our niche.
There's not many orthodonticdental practices that do it.
Does it take work?
Yeah, but if you want to bethat high end place, the digital
marketing experience has tocome across high end.
Would that hurt a cheaprestaurant or a cheap
(23:40):
orthodontic practice?
No, but because you have suchhigh influx and high quantity,
you're likely not going to havethe time to be able to commit to
doing the content.
If you're higher end and youcan see less, sell more at a
higher price, you now haveopened up your time to be able
to work on your business andmove it forward tomorrow,
(24:02):
instead of being stuck in theorthodontic practice, stuck in
the restaurant, stuck in thehotel all day, just trying to
keep it alive today.
That's the difference.
The marketing company that youwork with, whoever it is, has to
know your vision.
They have to do things onlinethat represent the brand you are
or want to become.
Period, and many of you do notthink this way.
(24:24):
They can't put template postsup.
They can if you're a cheapie,if you want to be the cheapest,
invisalign practice in town.
Is it important to havepersonalized content?
Of course it's not.
It's still going to help you,but of course it's not.
But if you're JW or above whichagain, that's who we work with
either because you're alreadythere or you want to be there
(24:45):
the content has to bepersonalized.
It's got to be unique, it's gotto be organic, it's got to be
created from within your office.
There can be no template posts.
Youtube's got to be full andblossoming all the time.
All the content online.
You've got to use digitalmarketing very much to educate
your patient, your customerright?
They bought Invisalign.
(25:06):
We have four or five weeks ofdowntime.
Let's drip videos from ourYouTube station there that teach
the do's and don'ts how to putthem on, how to get them ready.
So your appointment, your startappointment, shrinks 10 or 15
minutes.
I talked about that in thecustomer Experience podcast that
I don't know if it's alive yetor not, based on when I do this
podcast today.
(25:26):
Same thing You've got to bemore innovative with your
digital marketing.
You've got to come up andshowcase again your unique value
proposition.
Why, when I look at your menuonline as a restaurant, do you
charge twice as much for a pastadish?
Why should I spend more?
And it goes way beyond how ittastes, just like for doctors
(25:47):
out there in our niche.
It goes way beyond how yourclinical skills are.
If you want to charge more,drives me nuts, these speakers
in the industry.
Well, the data says you shouldbe raising your prices, right?
So you raise your prices.
Your conversion goes to hellbecause when you raise your
prices, your value has to go up.
Your team has to be trained onhow to sell better, like there's
not.
There's all kinds ofintangibles, no different than
(26:07):
if some speaker in therestaurant industry gets up and
goes well, you should raise yourpasta prices right, blindly,
because they don't understandwhat that comes with and
therefore the pasta dish salesgo down the toilet.
Why?
Because when you increaseprices, you have to increase the
value.
You have to increaseexperiences how people sell.
Your culture's got to be better.
(26:28):
That's how business works,period.
And your marketing companybetter, damn well, be reflecting
these things with the contentthey do for you.
If you have a marketing companythat thinks their job is to get
you a bunch of calls, they'recrap.
Everybody, stop it.
Stop using that stuff.
I think all of you would agreethat you're better off getting
(26:51):
and this, by the way, is part ofwhat makes a great mind.
This is what we would do.
This is what we believe in,right here.
We would rather get you 10 newpatients or 10 new customers to
your hotel, as an example, andhave you convert eight of those
into a paying customer, into apaying patient, than get you
(27:13):
3,000 calls where you convertsix, because all the 3,000 does
is mean your front desk is goingto be more chaotic right, it's
more chaos for less money.
It's how much money can youmake in the fewest amount of
calls?
Kind of thing.
Because if we're sending youthe right people, you're going
(27:36):
to convert at a higher level.
If you also train your people,you're going to convert at even
a higher level than that.
If we're sending you hundredsof calls of the wrong people,
your conversion's going to suck.
And it's going to suck even ifyou get people trained on how to
convert.
Will it make it better?
Of course it will, but it'sstill going to be low, just like
(27:56):
the hotel analogy if yourmarketing company is driving
Ritz-Carlton consumers to thebest Western, the conversion
will suck, even though they'recheap.
This is why so many of you makea mistake by lowering your
prices or doing discount adsonline.
This is going to be someupcoming podcast, because I've
been on a little bit of adigital marketing kick in my
(28:18):
head lately for a bunch ofreasons.
One, a lot of people don't evenknow we do it, and we do it at
an incredibly high level and avery unique level innovative
level.
But also I see this when theeconomy's bad or a business is
struggling, or when you want togrow, you think you have to
discount things, or you're in acommodity and you've got a tons
of air quotes, competition, eventhough that's not your
competition.
You and your team are, but youstill think it's competition.
(28:41):
So what you do is you defaultto we got to lower our prices.
That's the opposite of what youshould do.
You should always be moreexpensive than everybody else,
but then you should have aculture, digital marketing and a
team that's trained how toconvert it at a higher price.
That's what you should do andthat's why we do marketing and
coaching under one roof.
The two do not exist separately, period.
(29:01):
You guys cannot be doingpay-per-click ads without
trained receptionists on how toconvert.
It drives me nuts that peopledon't see this, but they do it
all the time in every industry.
Our niche orthodontics,dentistry, beyond it's really
bad.
And then you wonder why you'regetting crappy patients.
Call you.
Well, it's because of themarketing you're doing that.
(29:22):
Right, there is going to beanother pot.
I'm not going to get into atangent on that, but you're the
one that's causing it.
You and your marketing team arecausing it.
Guys.
True, great marketing companieseither help you build a vision
or they understand your vision.
They understand your pricepoints.
They understand your products.
They understand the pricepoints.
They understand your products.
(29:42):
They understand the consumerthat you are trying to reach.
They understand the psychologyof that consumer.
They understand what to post,when to post, how to post, why
to post.
No different than psychologytraining for your team, inside
your doors, teaches them what tosay, when to say, how to say,
(30:04):
why to say, because it all hasan impact on sale and has an
impact on sale at what price.
You can sell it for themarketing company you use.
Everybody needs to represent thebrand you are or want to become
, and it needs to drive youcalls from people that are
willing to spend high dollar ifthat's what they want.
(30:26):
And if, again, you're highquantity, low price, you need to
use another.
Don't use us.
Do not use us as your digitalmarketing company.
If you want to be cheap andhigh quantity, right, we're not
gonna do a good job for you andI'm proud to say it and I wish
(30:47):
more marketing companies wouldsay it, because we are not going
to drive you crap and I don'twant to say crap just because
someone's looking for cheapprices and make them crap, but
you know what I mean?
It's crap in terms of it's notgoing to fit your business model
and you're not going to convertthem.
Stop looking at the numbers,thinking a marketing company's
job is to get you all thesecalls.
It's not.
It's to represent your brand ina very unique way, to showcase
(31:10):
your value proposition and todrive consumers to your business
via online reservation websitechat.
Pick up the phone, call you,whatever it may be that you want
.
That Ritz-Carlton consumerhigh-end Invisalign practice
analogy.
Don't forget this, everybody.
(31:32):
A good marketing company is not.
We got you a bunch of calls.
That's not what a goodmarketing company is.
You shouldn't even ask themwell, how many calls are you
going to get me, which a lot ofyou do.
We've been asked that question.
I don't know Any company thattells you that they're lying to
you.
My goal is to get you calls andour goal as New Patient Group
(31:52):
is to get you calls from peoplethat are attracted to the brand
that you want to be or want tobecome.
That's a great marketingcompany.
I hope everybody takes this toheart, because the marketing
companies out there that areposting template crap template
websites, these template postsonline.
It's not personalized.
They don't know your vision,they don't know your brand.
They don't even know how totake you from a.
(32:13):
Maybe you're like I said, maybeyou're a Best Western today,
but you want to be a JW Marriottand eventually a Ritz.
You want to take that journey.
They don't pay any attention tothat and they don't know how to
do it.
Rethink what a great marketingcompany is everybody and we
would love to be that marketingcompany for you, as you all know
(32:34):
but that's not the point today.
The point is that that is asign of a great marketing
company, and if they're notdoing that, you need to switch
of the industry, whether it'sour niche or not.
You need to switch to a companythat's going to represent your
brand and attract the consumerthat you want to attract, and
this is how you will have ahigher conversion at a higher
price.
This is how you won't be aschaotic, because you won't need
(32:56):
a trillion patients, a trillioncustomers, to make good money.
Right, rethink your mindset onwhat a good marketing company is
and what your marketingstrategy is, because if you want
to be high end, you better berepresenting your brand that way
online.
Otherwise, you're going todrive best Western calls and
you're going to think that youcan't charge high prices when
(33:19):
you can, but you need to reachthe people that are willing to
pay for a better service, betterexperience, better product,
whatever it may be.
All right, as always, thumb thisvideo up.
If you're watching on YouTubehey there, make some comments.
Share with friends, family,colleagues, anybody looking to
transform life, career and orbusiness, and also if you're
listening on the AudioExperience channels.
(33:40):
Again, I've said it in the lastcouple of podcasts, I believe
we're up to 127 countries wherethere's downloads in, so that is
amazing.
Shout out to all of you andaudio experience listeners Make
sure to write a five-star reviewon iTunes wherever you're
listening to this on and again,share this with friends and
family, and we will look forwardto seeing everybody on the next
(34:00):
episode of the Brian WrightShow.
Bye-bye.
Welcome to the Brian Wright Show Audio Experience, a
podcast dedicated totransforming lives, careers and
businesses, and now your host.
He's a husband, father of two,an international business and
life coach, the founder and CEOof New Patient Group and Wright
(00:22):
Chat, and a consultant andglobal speaker for some of the
finest companies in the world,such as Invisalign and many
others.
Now here's your host, brianWright.
Speaker 2 (00:36):
Hey everybody, welcome inside the broadcast
booth.
Brian Wright here, welcome into another edition of the Brian
Wright Show podcast.
Hope everybody is doing greatout there and the one, and
really only one job of a reallygreat, exceptional marketing
company is what we're going tobe talking about on today's show
.
There is a lot of misconception, and I see it in our niche, in
(00:56):
orthodontics and dentistry, andalso with companies and
businesses that we help outsiderestaurants, hotels, list goes
on and on.
I see a common theme.
It tends to be a little worseinside our niche than it does
outside the niche, but there isa common theme of a very big
misunderstanding that a lot ofyou have got to get over this
(01:16):
and you have got to fully graspwhat I'm talking about today on
what makes a really goodmarketing company really good.
And so many of you andunfortunately and this will also
be a way for all of you to beable to differentiate between a
marketing company that actuallyknows what the hell they're
doing, versus ones out therethat they don't get, even though
they're a marketing company andthey do, or at least they
(01:38):
should do, what I'm talkingabout today they don't get it,
and I see this time and time andtime again it also goes into
the marketing you do will orwill not drive the customers you
want.
One of the things that all ofyou have to do, whether it's a
business that you're juststarting, a practice that you're
just starting, or whetheryou've been around forever.
(02:00):
Some of you that have beenaround for a long time still
have never identified what typeof customer, what type of
patient, that you actually want.
And I always use no matter whataudience I'm speaking in front
of if it's in our niche, inortho and dentistry and other
healthcare specialties, if youwill, whether it's in front of
them or it's in front of anentrepreneur audience, or
(02:21):
whatever it may be I always usethe hotel analogy of the Best
Western, the JW Marriott and theRitz-Carlton.
Now, there's obviously a lotmore hotel names that I could
use, but those three are worldlyknown and everybody can relate
back to.
Whenever I try to make theanalogy of the discussion topic
of what type of business do youwant to be discussion topic of
(02:47):
what type of business do youwant to be?
Do you want to be the highest,of high end to where?
If somebody's calling aroundfive places, do you want to be
the most expensive and do thaton purpose, or do you want to be
the best Western and do youwant to be more of a quantity
play, which means that yourprices are going to be far lower
and the experiences that youput into your business need to
(03:09):
be very different than if you'regoing to be the most expensive
hotel, the most expensiveplumber, the most expensive
lawyer, the most expensiveInvisalign practice in our niche
out there, and you have to.
Or do you want to be somewherein between?
Right, that's where the JWcomes in.
As that analogy, the threehotel example.
(03:30):
You've got to look at yourselfand understand who are you
trying to be, and each one ofthose levels is a completely
different business model and,unfortunately, most marketing
companies don't even take thetime to sit there.
And this is how one of the wayswe're going to discuss today
how you know a marketing companyactually knows what the hell
(03:50):
they're doing is.
If you're searching everybodyout there for a digital
marketing company and they don'task you during the sales
process and the onboardingprocess what type of business
are you?
What type of practice are you?
Well, let's use for those.
Let's use our niche Like.
Let's use an orthodonticpractice as an example, you've
(04:10):
got orthodontic practice andagain, using the best Western,
the JW or the Ritz-Carlton Mostpractices, most businesses that
are attracted to the messagethat I deliver on this podcast
and what we do as an employeeand patient customer experience
company, we teach you all how tobe the highest of high end, how
(04:31):
to charge the highest pricesyou possibly can increase your
conversion and convert at thehighest levels you possibly can
right, all while charging morethan all the other opinions
that's more of the Ritz-Carltonmontage and other ones that I
talk about on here model.
Now, the reason we teach thatand the reason why a lot of
(04:53):
people are attracted to that is,well, I guess not the reason we
teach it, but what we teach isgoing to help businesses like
that.
Either you're already thehighest price and you want to
charge more.
You're already the highestprice and you want to charge
more.
You're already the highestprice.
You just want to convert moreright.
Or you're a practice that maybe a Best Western, or a business
, a restaurant that may be aBest Western today, but you want
(05:15):
to strive to be theRitz-Carlton right.
You're ready to take thatjourney.
That's what we do for people.
All right, that's what we dofor people for people.
All right, that's what we dofor people.
Now, part of what we do forpeople is obviously the coaching
with many of you know.
The other part is the digitalmarketing.
So, and the reason I have apoint to all this and how you
know the company knows what thehell they're doing or they don't
is that when we're in the salesprocess and we're talking to
(05:38):
people, we identify that becauseif they are the best Western
and you don't want to be any,you could be a hotel, a doctor,
a restaurant owner, doesn'tmatter.
If you want to be a low price,high quantity play, I am proud
to say we are not the companyfor you, we are not the message
for you.
That's not the type businessmodel I want you to run.
(06:00):
That's not the type businessmodel that we help, but it
doesn't mean it's not the typebusiness model that we help, but
it doesn't mean it's not theright business model.
Best Western makes a lot ofmoney.
There's a lot of practices,businesses, restaurants that are
lower end, lower price and makea lot of money.
It's just not what I believe in, it's not what we teach, it's
not what our messaging is, it'snot the customer we want.
(06:22):
I'm bringing all this up, though, is that we are willing to say
hey, look, doc, if you want tobe that low-price, best
Western-type model, we're notthe marketing company or the
coaching company for you, and wedo that because that saves our
reputation and it also savestheir business reputation, and
(06:44):
that's why we never have badmarriages.
From a customer standpoint,it's very rare, but the point is
, doing that during theonboarding process is that the
marketing we're going to do forpeople, the digital marketing
that we're going to do forpeople, is going to showcase
that you're high-end.
It's going to showcase andbuild your value proposition.
It's never going to talk aboutprice.
(07:05):
It's never going to talk aboutdiscount ads.
We don't do that stuff.
And we don't do that stuffbecause if somebody says, hey,
brian, I want to be the highestpriced in town, regardless of
your business, but again, goingback, using our niche as an
example, I want to be thehighest priced orthodontic
practice in town and I want tomake Invisalign or whatever else
(07:27):
I do from a treatment modalitystandpoint, I want to be at
least $1,000 to $2,000 to $3,000more than any other opinion
that they're going to get.
Okay, we say all right, great,because the marketing we're
going to do is going to showcasethat.
It's going to drive a certaintype of new patient phone call
coming into your practice.
It's going to drive a certaintype of potential patient coming
(07:50):
into your practice, nodifferent than if when we do
digital marketing forrestaurants out there, it's the
same thing.
It's that we are teaching youhow to raise your prices.
We are teaching you how to sellmore while raising your prices.
We are teaching you how to sellmore while raising your prices,
and part of that is making surethe digital marketing is
attracting the right type ofbuyer that wants to have
higher-end food and spend morefor it and receive an amazing
(08:14):
experience along the customerexperience journey.
You see how that works.
A marketing company's job is notto get you phone calls.
It's not to, because I see thisall the time.
Well, I'm using a marketingcompany and they think they're
doing great, because you knowthey show us the data every
month and you know we've gotwhatever a 30% increase in
(08:36):
incoming new patient calls, a30% increase in incoming calls
to our restaurant, our plumbing,our law firm, whatever.
And I look at that and I'm likewhat the hell is wrong with
these people.
Like going back to the hotelanalogies again, it's easy for
everybody to understand.
If the best Western wasreceiving inquiries over the
(08:59):
phone from Ritz-Carlton typeconsumers, they'd go out of
business.
They wouldn't convert it.
If the Ritz-Carlton wasreceiving incoming inbound calls
with people inquiring about aroom from best Western people
that want to spend a low priceand don't want the experience or
(09:19):
can't afford the experience,the Ritz-Carlton would go out of
business.
See, guys, a great marketingcompany understands your vision.
A lot of times they even helpyou build it, like we do.
If you need that, a greatmarketing company understands
what content do we have tocreate inside the doors of a
(09:41):
given business to showcase it onInstagram, facebook, tiktok,
YouTube, linkedin, et cetera, etcetera, et cetera.
That's going to attract theright consumer for the business
model that you want to run.
And see so many of you outthere.
You don't even think of thisstuff Like it's not even you're
(10:02):
thinking okay, well, how manynew patients can I get?
How many new customers can Iget?
Right, what's the cheapestmarketing you know, dollar that
I can afford.
And you hire these crapcompanies that on paper, look
cheaper, but they're cheaper fora reason they drive crap
results and they think thattheir job is to get you more
inbound calls.
That is not the job of greatmarketing companies.
(10:24):
Great marketing companies are toshowcase your value proposition
online in a very unique way.
To drive consumers via onlinereservation scheduling, inbound
phone call, live web chat,whatever it may be.
Drive consumers to get toschedule an appointment with you
, reservation with you, whateverit may be.
(10:44):
Drive consumers to get toschedule an appointment with you
, reservation with you, whateverit may be, that fit the
business model that you'retrying to run.
That's a sign of a greatmarketing company.
There's other signs, of coursethey're not posting.
It's like what with us, with ourdigital marketing?
It's amazing.
All these years have gone byand our coaching program is
(11:05):
literally famous.
We make businesses in and outof our niche millions upon
millions of dollars with what wedo, with our coaching program.
It's proven, it's famous.
It's got the biggest nameentrepreneurs on the planet.
It is incredible.
But a lot of people, whetherthey listen to this podcast or
not, don't know that we dodigital marketing.
(11:26):
And we do digital marketingbecause it's part of the
customer experience journey, butit's also part of the overall
experience and how brands arerepresented, and brands cannot
be represented.
As an example, the Best Western.
One of their value propositionsis it is cheap right.
But if you're trying to be themost expensive Invisalign
(11:46):
practice in town the mostexpensive Italian restaurant in
town, the most expensivesteakhouse in town, the most
expensive hotel in town a cheapprice is not your value
proposition, and so how youshowcase things makes a huge
difference.
If you're a cheap Italianrestaurant, how you showcase
(12:07):
your food online is it important?
Sure, it's important, but it'sfar less important than if
you're the most expensiveItalian restaurant in town.
That becomes mandatory, right.
If your YouTube station isempty, for whatever business you
are out there and you're cheap,not a big deal.
If you're the most expensive,you better have YouTube content
(12:30):
out the wazoo around yourtechnology, your hospitality,
your experience, your customerservice, your team member bios,
how you source the food, whereyou went to ortho school.
You see, it's all the same.
It's one of the reasons why werebranded this podcast.
There are so many things from afive-star hotel that you could
(12:51):
put right into an orthodonticpractice and your ortho's out
there listening.
You would kick everybody's ass.
The challenge is getting yourmind to think that way.
The challenge is stop going tothese inside your bubble only
experience they've ever hadinside your bubble.
Consultants or marketingcompanies Stop it.
Everybody or a doctor owns themarketing company, so
(13:13):
automatically they blow up, eventhough they suck.
Stop it.
Showcase your brand in anextremely unique way.
If you want to be the mostexpensive, then obviously you've
got, and this is why it worksin harmony.
All of you need to understandthis.
If you're going to do marketingand you're going to attract
price shoppers as an example,then boom.
(13:35):
Your receptionist better betrained on how to handle price
increase and overcome it withvalue and convert.
If you don't, you're pissingyour marketing dollars down the
drain because you're receivingincoming calls all day, your
receptionist doesn't convert,doesn't tell you, and you're
missing all kinds ofopportunities.
This is another reason whycrappy marketing companies hand
you a data sheet and go well, wedid our job.
We got you 40 extra new patientcalls this month.
(13:57):
Meanwhile you converted two ofthem because they don't fit your
model.
They're sending you priceshoppers people that you know
want to shop on price, wantsomething cheap, and you're
trying to be the rich carlton orthe other way around.
Great marketing companies.
Everybody understand yourbusiness model, understand your
(14:17):
vision.
They understand what you'retrying to do.
You're trying to sell more,invisalign, as example, and at a
higher price.
That's a different marketingstrategy than somebody that
wants to sell, maybe anoff-brand, as an example, at a
far cheaper price.
Those are different marketingstrategies.
Hey everybody, brian Wright ofthe Brian Wright Show, let's
step away from today's podcast.
(14:38):
Hope you're enjoying it.
Remember that messaging we'retalking about.
A great marketing company isnot one that gets you a bunch of
calls.
A great marketing company isones that are targeting the
consumers that are going to beattracted to the business type
you are High level, low level,high price, mid price, low price
, that kind of thing.
So stop judging it on how manyam I getting and start judging
(14:59):
on how many am I converting.
But that is a big message today.
But I want to talk about our MPG, iconic.
You've heard it.
If you're an avid podcastlistener of ours, you've heard
this theme going on now andwe're running out of seats.
We don't have a lot left andit's going to be in Nashville,
tennessee, and I want you tocome celebrate my birthday that
weekend with me and we're goingto be talking about digital
(15:21):
marketing there.
It's going to be a big theme.
It's not the reason Iconicexists and it's not going to be
the only thing.
We're going to be talking abouthospitality, leadership, sales,
customer experiences, employeeexperiences and also how to use
real-life skill sets.
How do we transform the mindsetof your employees in their
personal lives so they show upready to work at a higher level,
(15:42):
ready to offer a uniqueexperience, changing the mindset
of the employees on how theyadvance their career forward
right?
How do they get pay raises?
How do they offer more value tothe business so they go through
the ranks, make more money,right, and that way they're
advancing their careers.
They're also advancing theirlives and as those two things
happen, you, as a business owner, win as well.
(16:02):
Your life tends to be betterbecause your business is better.
So there's going to be somereal life, career and business
skill sets talked around thattheme of customer employee
experiences.
It's going to be fantastic andthis is unlike any other in the
industry in our niche, and we'vealso started to receive some
really cool feedback fromrestaurants and hotels and
people outside our niche thatare starting to get interested
(16:25):
in Iconic, and it's really cool.
We're very excited about it.
But this event, guys, is sodifferent than what you're used
to, and I want to personallyinvite you and your team.
You can pay in full for thisevent.
It's on our website.
You can finance it if you needa little bit more of a break and
extend it out, so bring thatinto low monthly payments for
you.
Whatever you want, we're goingto be open, we're going to be
(16:45):
flexible and we're going to makethis affordable for you and
your team, and we really lookforward to seeing you at an
event that is absolutelytransformational.
And once you come, all theother events with huge crowds
and all these speakers thatspend no time role-playing with
you, no personal attention, noreal expertise that goes back to
your practice to getimplemented You're never going
(17:06):
to go to those events again.
This is something new andexciting.
We want to see you there and wehope we do.
We'll put the link to thedescription of Iconic and where
you can register below and wehope to see you there.
Now let's get back to today'sepisode.
You have got to use marketingand content to create organic
content to spread across thechannels in a way that showcases
(17:30):
what you are inside your doors.
I love it.
You know another piece not toget on a tangent on this,
because I could easily do it isI love this.
Well, online we're going toshowcase that we're the Rich
Carlson right, and we have highprices, and that's obviously not
what you say.
Online you don't say, hey, wehave high prices, but it's
assumed through the typemarketing you're doing right.
(17:52):
I love it when people then showup to the business and it
looked like it came out of the80s the carpet cabinets, all
this.
This is why all of you I don'tknow when, when I do this
podcast today we haven't yetreleased the podcast around
customer experience, themisunderstandings, the
psychological definition, so Idon't know if this is coming
(18:15):
before or after.
So in that podcast it talksabout customer experience being
the consumption process of alltouch points before and after
sale, and it dies very heavilyinto it and there's a lot of
misconceptions around it.
People throw that terminologyaround when they don't even know
what the hell it means.
Guys, this is if you domarketing.
(18:36):
It's one piece of the journey.
You've got to train on thephones to convert the marketing
right.
You've got to have the ambiancewhenever they show up that
matches the marketing you'redoing right.
You can't come across as highend and then walk in and your
place looks like a piece of crap.
I see this with restaurants allthe time and it's like they
(18:56):
wonder why, well, we can't getanybody through the door.
Well, yeah, no kidding, becauseyour place looks like crap.
The waiters aren't trained onsales, your five-star reviews
suck, your ambiance sucks, yourfood's not that good and yet you
think advertising is yourproblem.
It's mind-boggling.
But it goes back to everythinginside your doors, guys.
(19:17):
That's a reflection.
That's you looking in themirror, and there's not many
people that can do that.
We, as humans, are not designedto look in the mirror.
We're designed, especially intoday's society, to blame other
people.
So, whatever marketing companyyou're going to use, if they're
not diving into what type ofbusiness model you are, your
price points, guys, they suck.
(19:38):
That means they're just atemplated standard messaging.
They don't study consumer data,which is a whole.
Nother my getting into that,but that's the other thing is.
You better be using digitalmarketing companies that are
experts in consumers not food,not orthodontics, not Invisalign
, but consumers, and that's whatwe are.
(20:00):
But the point is is not us, thepoint is is whoever you're
using, they need to reflect yourband in the way that it already
is or the way or what you wantto become.
They've got to market in a wayand put content out in a way
that reflects that you're thehighest priced, reflects that
you're middle of the ground.
Jw Marriott reflects thatyou're bottom of the barrel.
(20:20):
Best Western and honestly, as Isaid, the best Western is a
great business model.
I don't believe in it.
It's not our messaging, but thebest Western is a great
business model, guys.
It makes a lot of money.
Been around a long time, right,there's consumers for that
model, there's consumers for forlower priced airlines, there's
consumers for lower pricerestaurants, et cetera.
(20:40):
It's not a bad model.
That's not what we teach.
I don't want to say we wouldhurt them, because I think, no
matter what your price point is,people want to be treated nice.
But make no mistake about it,our teachings don't help
low-priced, high-quantitybusinesses because the high
(21:03):
quantity that you have to havewith that model you don't have
the time to do what we teach andhow to greet people and the
digital workflow in our nicheand the doctor exams and the TC
exams and pending treatment andthe hubs and the marketing and
the culture building and thesalesmanship for everybody in
your office, your assistantsincluded.
(21:24):
You don't have time to work onthose because you need to see so
many people.
It's chaos and don't forget,you know part of your business
model.
If you're wondering why you'rechaotic, what's your business
model?
I mean, it keeps going back todrives me nuts Like you do.
Analog braces out there, right.
And then you wonder why you'rechaotic all the time.
Well, it's your treatmentmodality Requires a big team,
(21:47):
high influx, like it's just, buta lot of you don't see it.
But back to the marketing stuff.
You can imagine and guys, thisis how you have to think.
It's the reason why werebranded this podcast, because
this is exactly what I wouldteach, exactly what we teach
when working with a restaurant.
Envision who you want to be,okay.
(22:08):
So let's say you're asteakhouse.
You're envisioning a beautifulambiance, right?
Just impeccable service from Ato Z, waiters that can truly
sell.
So tables are buying the bottleof wine, not the glass.
They're buying the specials forthe evening instead of the
on-menu items.
They're buying desserts insteadof not buying desserts, that
(22:30):
kind of thing.
But they feel damn good in theprocess of doing it.
They feel good spending more,which is a big part of what we
teach too, right, how do you getpeople to spend as much money
as possible with you and feelreally damn good about it?
And they go tell a bunch ofpeople right, that's what,
that's what we do and all themessaging that we teach goes
into that.
So if you have that vision,that's who you, that's who you
(22:54):
believe you are, and you alwaysknow that there's another level
to get to or it's who you wantto become.
If you look at the marketingyou're doing, it's incredibly
important to have a nice YouTubestation built out with the chef
and the bios of the waiters andwelcome videos and things like
that going out and you know ifyou've got an upcoming, you know
(23:17):
new special that you're goingto launch, how you source the
food and what the special islike.
You've got to use videomarketing.
People want that and there'snot many restaurants that do it,
just like in our niche.
There's not many orthodonticdental practices that do it.
Does it take work?
Yeah, but if you want to bethat high end place, the digital
marketing experience has tocome across high end.
Would that hurt a cheaprestaurant or a cheap
(23:40):
orthodontic practice?
No, but because you have suchhigh influx and high quantity,
you're likely not going to havethe time to be able to commit to
doing the content.
If you're higher end and youcan see less, sell more at a
higher price, you now haveopened up your time to be able
to work on your business andmove it forward tomorrow,
(24:02):
instead of being stuck in theorthodontic practice, stuck in
the restaurant, stuck in thehotel all day, just trying to
keep it alive today.
That's the difference.
The marketing company that youwork with, whoever it is, has to
know your vision.
They have to do things onlinethat represent the brand you are
or want to become.
Period, and many of you do notthink this way.
(24:24):
They can't put template postsup.
They can if you're a cheapie,if you want to be the cheapest,
invisalign practice in town.
Is it important to havepersonalized content?
Of course it's not.
It's still going to help you,but of course it's not.
But if you're JW or above whichagain, that's who we work with
either because you're alreadythere or you want to be there
(24:45):
the content has to bepersonalized.
It's got to be unique, it's gotto be organic, it's got to be
created from within your office.
There can be no template posts.
Youtube's got to be full andblossoming all the time.
All the content online.
You've got to use digitalmarketing very much to educate
your patient, your customerright?
They bought Invisalign.
(25:06):
We have four or five weeks ofdowntime.
Let's drip videos from ourYouTube station there that teach
the do's and don'ts how to putthem on, how to get them ready.
So your appointment, your startappointment, shrinks 10 or 15
minutes.
I talked about that in thecustomer Experience podcast that
I don't know if it's alive yetor not, based on when I do this
podcast today.
(25:26):
Same thing You've got to bemore innovative with your
digital marketing.
You've got to come up andshowcase again your unique value
proposition.
Why, when I look at your menuonline as a restaurant, do you
charge twice as much for a pastadish?
Why should I spend more?
And it goes way beyond how ittastes, just like for doctors
(25:47):
out there in our niche.
It goes way beyond how yourclinical skills are.
If you want to charge more,drives me nuts, these speakers
in the industry.
Well, the data says you shouldbe raising your prices, right?
So you raise your prices.
Your conversion goes to hellbecause when you raise your
prices, your value has to go up.
Your team has to be trained onhow to sell better, like there's
not.
There's all kinds ofintangibles, no different than
(26:07):
if some speaker in therestaurant industry gets up and
goes well, you should raise yourpasta prices right, blindly,
because they don't understandwhat that comes with and
therefore the pasta dish salesgo down the toilet.
Why?
Because when you increaseprices, you have to increase the
value.
You have to increaseexperiences how people sell.
Your culture's got to be better.
(26:28):
That's how business works,period.
And your marketing companybetter, damn well, be reflecting
these things with the contentthey do for you.
If you have a marketing companythat thinks their job is to get
you a bunch of calls, they'recrap.
Everybody, stop it.
Stop using that stuff.
I think all of you would agreethat you're better off getting
(26:51):
and this, by the way, is part ofwhat makes a great mind.
This is what we would do.
This is what we believe in,right here.
We would rather get you 10 newpatients or 10 new customers to
your hotel, as an example, andhave you convert eight of those
into a paying customer, into apaying patient, than get you
(27:13):
3,000 calls where you convertsix, because all the 3,000 does
is mean your front desk is goingto be more chaotic right, it's
more chaos for less money.
It's how much money can youmake in the fewest amount of
calls?
Kind of thing.
Because if we're sending youthe right people, you're going
(27:36):
to convert at a higher level.
If you also train your people,you're going to convert at even
a higher level than that.
If we're sending you hundredsof calls of the wrong people,
your conversion's going to suck.
And it's going to suck even ifyou get people trained on how to
convert.
Will it make it better?
Of course it will, but it'sstill going to be low, just like
(27:56):
the hotel analogy if yourmarketing company is driving
Ritz-Carlton consumers to thebest Western, the conversion
will suck, even though they'recheap.
This is why so many of you makea mistake by lowering your
prices or doing discount adsonline.
This is going to be someupcoming podcast, because I've
been on a little bit of adigital marketing kick in my
(28:18):
head lately for a bunch ofreasons.
One, a lot of people don't evenknow we do it, and we do it at
an incredibly high level and avery unique level innovative
level.
But also I see this when theeconomy's bad or a business is
struggling, or when you want togrow, you think you have to
discount things, or you're in acommodity and you've got a tons
of air quotes, competition, eventhough that's not your
competition.
You and your team are, but youstill think it's competition.
(28:41):
So what you do is you defaultto we got to lower our prices.
That's the opposite of what youshould do.
You should always be moreexpensive than everybody else,
but then you should have aculture, digital marketing and a
team that's trained how toconvert it at a higher price.
That's what you should do andthat's why we do marketing and
coaching under one roof.
The two do not exist separately, period.
(29:01):
You guys cannot be doingpay-per-click ads without
trained receptionists on how toconvert.
It drives me nuts that peopledon't see this, but they do it
all the time in every industry.
Our niche orthodontics,dentistry, beyond it's really
bad.
And then you wonder why you'regetting crappy patients.
Call you.
Well, it's because of themarketing you're doing that.
(29:22):
Right, there is going to beanother pot.
I'm not going to get into atangent on that, but you're the
one that's causing it.
You and your marketing team arecausing it.
Guys.
True, great marketing companieseither help you build a vision
or they understand your vision.
They understand your pricepoints.
They understand your products.
They understand the pricepoints.
They understand your products.
(29:42):
They understand the consumerthat you are trying to reach.
They understand the psychologyof that consumer.
They understand what to post,when to post, how to post, why
to post.
No different than psychologytraining for your team, inside
your doors, teaches them what tosay, when to say, how to say,
(30:04):
why to say, because it all hasan impact on sale and has an
impact on sale at what price.
You can sell it for themarketing company you use.
Everybody needs to represent thebrand you are or want to become
, and it needs to drive youcalls from people that are
willing to spend high dollar ifthat's what they want.
(30:26):
And if, again, you're highquantity, low price, you need to
use another.
Don't use us.
Do not use us as your digitalmarketing company.
If you want to be cheap andhigh quantity, right, we're not
gonna do a good job for you andI'm proud to say it and I wish
(30:47):
more marketing companies wouldsay it, because we are not going
to drive you crap and I don'twant to say crap just because
someone's looking for cheapprices and make them crap, but
you know what I mean?
It's crap in terms of it's notgoing to fit your business model
and you're not going to convertthem.
Stop looking at the numbers,thinking a marketing company's
job is to get you all thesecalls.
It's not.
It's to represent your brand ina very unique way, to showcase
(31:10):
your value proposition and todrive consumers to your business
via online reservation websitechat.
Pick up the phone, call you,whatever it may be that you want
.
That Ritz-Carlton consumerhigh-end Invisalign practice
analogy.
Don't forget this, everybody.
(31:32):
A good marketing company is not.
We got you a bunch of calls.
That's not what a goodmarketing company is.
You shouldn't even ask themwell, how many calls are you
going to get me, which a lot ofyou do.
We've been asked that question.
I don't know Any company thattells you that they're lying to
you.
My goal is to get you calls andour goal as New Patient Group
(31:52):
is to get you calls from peoplethat are attracted to the brand
that you want to be or want tobecome.
That's a great marketingcompany.
I hope everybody takes this toheart, because the marketing
companies out there that areposting template crap template
websites, these template postsonline.
It's not personalized.
They don't know your vision,they don't know your brand.
They don't even know how totake you from a.
(32:13):
Maybe you're like I said, maybeyou're a Best Western today,
but you want to be a JW Marriottand eventually a Ritz.
You want to take that journey.
They don't pay any attention tothat and they don't know how to
do it.
Rethink what a great marketingcompany is everybody and we
would love to be that marketingcompany for you, as you all know
(32:34):
but that's not the point today.
The point is that that is asign of a great marketing
company, and if they're notdoing that, you need to switch
of the industry, whether it'sour niche or not.
You need to switch to a companythat's going to represent your
brand and attract the consumerthat you want to attract, and
this is how you will have ahigher conversion at a higher
price.
This is how you won't be aschaotic, because you won't need
(32:56):
a trillion patients, a trillioncustomers, to make good money.
Right, rethink your mindset onwhat a good marketing company is
and what your marketingstrategy is, because if you want
to be high end, you better berepresenting your brand that way
online.
Otherwise, you're going todrive best Western calls and
you're going to think that youcan't charge high prices when
(33:19):
you can, but you need to reachthe people that are willing to
pay for a better service, betterexperience, better product,
whatever it may be.
All right, as always, thumb thisvideo up.
If you're watching on YouTubehey there, make some comments.
Share with friends, family,colleagues, anybody looking to
transform life, career and orbusiness, and also if you're
listening on the AudioExperience channels.
(33:40):
Again, I've said it in the lastcouple of podcasts, I believe
we're up to 127 countries wherethere's downloads in, so that is
amazing.
Shout out to all of you andaudio experience listeners Make
sure to write a five-star reviewon iTunes wherever you're
listening to this on and again,share this with friends and
family, and we will look forwardto seeing everybody on the next
(34:00):
episode of the Brian WrightShow.
Bye-bye.
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