In this episode of the Unstoppable Marketer podcast, host Trevor Crump interviews Tyler Hanks, founder of Happy Tooth Pediatric Dentistry and Happy Tooth Products, about his unique approach to pediatric dentistry and content creation. Tyler shares insights on building a brand, marketing to parents, and the challenges of entrepreneurship in the healthcare space. The conversation covers topics like company culture, going viral, and the importance of routine for entrepreneurs.
Please connect with Trevor on social media. You can find him anywhere @thetrevorcrump
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Transcript
Episode Transcript
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Speaker 1 (00:00):
Everyone's brother-in-law is a dentist in
Utah.
Everyone in their neighborhoodknows a few dentists, so I
really spent some time trying tofigure out, like what does
everyone else do and how do Inot do that, but still stay true
to myself.
Speaker 2 (00:14):
Yo, what's going on everybody?
Welcome to the UnstoppableMarketer podcast.
With me, as always, is MarkGoldhart, my wonderful co-host.
Mark, how are you doing thismorning?
Doing great.
Speaker 3 (00:24):
Yeah, yeah, all is well, all is well, excited to be
here.
This is two in a week, so yeah,we have recorded.
Speaker 2 (00:31):
We're getting like uh yeah, we used to have like four
in the queue at all times.
Things have gotten busy.
And then we got busy, well, andit was hard, because you'd want
to talk about somethingtrending.
And if you talked aboutsomething trending now and it
went, came out four to six weekslater, later, it wasn't like
you know, yeah, and so it madeit hard, and so now we make
(00:53):
things hard for our producers atfilm lab to like we record,
they edit and they publish andthey probably hate us they
probably hate us for it.
So he, gray grace, who's behindthe camera?
Yeah, you can't see him.
He's like super excited that wehave like we'll have one in the
queue.
So now he can you know.
And a guest.
Yeah, now we have a guest.
Speaker 3 (01:12):
Awesome guest.
Speaker 2 (01:13):
Yeah, this is a guest .
We've been chatting for a while, so if you're listening, if you
see, if you're watching theYouTube, you see him, but if
you're listening, you don't seehim.
But I want to introduce, uh,tyler hanks, who is the?
Uh founder of happy toothpediatrics, which is a pediatric
dentistry, uh, up in salt lake.
Yep, as well as the founder orco-founder of happy tooth
(01:37):
products, yep, yeah, which islike a direct-to-consumer
business that's sellingtoothpaste, toothbrushes and
products care yep, yes, for kidswell, and adults, and adults.
Speaker 1 (01:49):
Yeah, yeah, whole fam .
Yeah, welcome, dude.
Thanks I.
Uh, I need to apologize.
I was looking back at our, our,uh, dms, I think you reached
out a year ago and, uh, it'sbeen a minute I had just been
busy you're busy, something whatdude listen.
I'm a dentist.
We don't work Fridays, well weknow well, we have like.
Speaker 2 (02:10):
I didn't know that you didn't work Friday, is that
like?
Is that how all dentists are?
Speaker 1 (02:13):
seems like it you know, it's kind of why I got
into it.
Yeah, I'm just kidding.
One day off a week, yeah butlook at a dentist man.
Speaker 3 (02:20):
Try to get a Friday appointment.
Friday appointment likeemergencies only Interesting.
Speaker 2 (02:24):
Okay, well, yeah, I, I reached out, but I realized
like it was funny when, when Iwas trying for maybe like a
month or so, and I was likeseeing that this was hard,
that's what hit me, I was like,oh, like you're kind of not our,
you're not our stereotypicalguests, like we haven't had a
dentist, we haven't had a doctor, we haven't like most of the
time it is strictly like a CMOor a like e-commerce founder,
(02:48):
which you are.
But yeah, but I'm guessing themajority of your time falls much
more on the dentistry side ofthings.
You know, definitely.
Yeah, and as I look at my kidsdentists and my kids
orthodontists.
I'm like, how is this?
How are these dentists likedoing this?
Like what would happen if likeI asked my wife a question the
other day.
I'm like what would happen ifthis guy got like the stomach
(03:09):
flu for four days?
Speaker 1 (03:10):
Like great question what happens?
You power through, yeah.
Speaker 2 (03:14):
Yeah, I mean just like working on teeth and I see,
I see 70 kids a day.
Speaker 1 (03:18):
Uh which is which is back down from where I was.
Um was a few years ago andthere is no, and they're planned
out six months in ahead.
You know you go to the dentistand they want you to know your
own schedule six months out, butI'm booked out six months ahead
.
I got to know my schedule, mytime, and so I feel really,
(03:40):
really bad if someone's beenwaiting, you know, six months to
see me or whatever it is, andand I'm sick.
So yeah, yeah we take all themeds and double mask and wash
your hands and go to work dizzysometimes.
Speaker 2 (03:53):
So yeah, it's great so, yeah, I actually feel good
about this.
Like a year is.
I appreciate that, becausebooking six months in advance is
like lunacy, I think wheneverI'm at the dentist.
Speaker 3 (04:02):
I'm like, okay, are you good in december?
Speaker 1 (04:05):
it's like I have no idea like a tuesday in december
at 11 am.
Don't you know your schedule?
Speaker 2 (04:10):
I hope so, yeah but so I guess we're like on your
timeline if we were just out ayear ago, you know you're
getting people six monthsexactly, so it's not actually
that bad if you really thinkabout it.
In fact, it's better because,like, we actually connected and
you gave me a date, maybe liketwo months ago, yeah, so I'm
like I think we're ahead ofschedule.
Actually it's good.
Your patients who listen tothis might actually be ticked.
Speaker 1 (04:30):
It might be yeah, but it's friday, it's friday well,
my kids are patients at hisplace yeah, that is true.
Great yeah, which is that's?
Speaker 3 (04:37):
that's an honor it really is like great well, let's
get in the breathway.
Speaker 2 (04:42):
Work done, that's right speaking, speaking so like
what's way cool is the biggestreason we reached out to you
which, like I said, you are notour typical guest, right as a
dentist, um, but what you don'tknow about Tyler and what he's
done, um, and we'll get a littlebackground on him and all that.
But, like he, I like I knowyou're a dentist, but I look at
(05:03):
you as like you're probably 50,50, a dentist and 50, 50, a
content creator.
Like you have done something sowildly different from anybody
in this.
Uh, like the, is it okay if Ijust say medical space?
Speaker 1 (05:16):
Yeah, healthcare, that's probably better.
Speaker 2 (05:19):
Healthcare spaces.
You just don't see that.
You know, and and I don't knowif that's because there's a lot
of red tape and regulations onthings you can and can't say.
Speaker 3 (05:26):
Maybe Well, there's HIPAA.
Speaker 2 (05:28):
Yeah, yeah, but like you're not.
Speaker 3 (05:29):
You know.
You don't have to talk aboutanybody's identifiable
information.
Speaker 2 (05:33):
Sure, yeah, you're not talking about Julie down the
street whose kid is yeah, Ilive in minute drive for me
probably right.
Well, for from where you are,it'd be closer to like an hour,
so like unless I don't know,i-215 might be a little quick,
but I was like I would like mykids to come to your place
because of your content and andlike I think I showed, you that
(05:54):
and you're like oh yeah, I'mgonna have my kids go there for
this myo therapy.
Speaker 3 (05:58):
Yeah yeah, yeah, because we're already looking at
it at that point.
Speaker 1 (06:00):
Yeah, yeah that's awesome, that's so cool man yeah
, I, I'm humbled by that and,honestly, when, when I decided
to open a spot from scratch inutah um, like that that's I
never thought it would becomewhat it has over the last five
years but uh, that was adecision I made really early.
(06:22):
I don't want to spend money onbillboards, or like, I don't
look at billboards, I don't, I'mnot on radio, you know, I'm not
.
Everything I get from mymailbox I literally write in the
trash.
So, um, everyone's on socialmedia.
I think a lot of dentists andmedical professionals don't have
that.
They don't.
I guess at my core I'm tryingto say is I'm an entrepreneur,
(06:43):
sure, and you got to go wherethe people are.
Speaker 2 (06:45):
Yeah.
Speaker 1 (06:45):
And so, yeah, I never thought it would become
something that I mean, we havepeople literally we had a
patient from London like comesee Dr Kara.
We have patients flying fromlike all over the country to
come see us just from socialmedia and just for dentistry
it's wild.
Speaker 2 (07:03):
It's incredible, okay .
So what inspired you?
Yeah, you say you say like,okay, cool, I'm an entrepreneur
at heart.
Speaker 3 (07:07):
Well, I think, just just to iterate really quick, in
the healthcare space, I mean,almost every dentist is a
private practice, right?
It's like every dentist is alittle bit more on the
entrepreneurial side.
Definitely, yeah, definitelyright instead of, like you know,
like an anesthesiologist is notgoing to be yeah, they're tied,
for example so yep, but I thinkwhat's interesting about your
practice is most, like, here'sthe trouble with dentistry.
(07:30):
Is that right?
Like it's kind of likeinsurance books, like if you own
like an insurance brokerage,like you kind of have a book of
business that you've built overtime, it's really sticky, yep.
Like once you get people,they're just kind of like I'm
just going back to the same old,same old yeah, as long as my
rates and you know the productslike I've been seeing my my
family dentist since I was 12.
Speaker 1 (07:49):
Yeah, yeah, or probably get your patient, sure
that's great.
Look at you, dude.
Speaker 3 (07:53):
Yeah so well, I'm sure you knew that going in
right.
So, if I'm, if you're buildinga business from the ground up,
you either have to like workreally hard to convert people
over most people already areseeing a dentist, yep or you
have to find a niche orsomething which you did.
So I'd love to hear, like howdid you discover this, this
pediatric dentistry, becausethat wasn't even a thing when we
(08:15):
were kids?
Yeah, I don't think did theyexist 20 years ago?
Not, not as many, yeah,probably, but yeah so.
Speaker 1 (08:21):
So pediatric dentistry is just you.
You know another specialty ofdentistry similar to ortho.
You know an orthodontist or,like an endodontist, someone
doing root canals all day or anoral surgeon.
We all go to dental school andthen after dental school, you go
do a specialty.
You know residency.
So I worked in a children'shospital for two years as a
resident specialized in kids,but I never thought during all
(08:43):
my training you know undergrad,all those years of endless books
and and all those things that Iwould ever come back to utah,
because utah is like the worstper capita for insurance
reimbursement for dentists, likewe make the least here in the
country interesting from ourinsurance companies because
there's a dentist on everycorner that's actually true for
(09:04):
most healthcare professionals InUtah.
It's just we're very we all wantto come back here, like we all
go out to school and everyonewants to come back, and I just
never thought that.
Speaker 2 (09:14):
So are you saying that there's like a surplus of
medical students and dentiststudents that come from Utah,
for whatever reason?
Speaker 3 (09:23):
Yeah, yeah Well at per capita, yes for sure
Interesting.
Yeah.
Yeah, and so professionals thatlive here now.
Yeah, why?
Speaker 1 (09:30):
Yeah.
So, like I never thought Iwould I would, I would be back.
But, um, after working for alittle bit with a buddy out in
Oregon and doing some differentdental things, um, I was like,
well, why did I do all thattraining If I can't go live by
family and go live by themountains and ski, you know, and
and and live on the lake?
So, um, I made the crazydecision to I'm just going to
(09:53):
start my my thing from theground up and I have to do it
differently because everyone'salready, you know everyone
already has a dentist.
They like, um, everyone'sbrother-in-law is a dentist in
Utah.
Uh, you know, everyone in theirneighborhood knows a dentist.
They like, everyone'sbrother-in-law is a dentist in
Utah.
You know, everyone in theirneighborhood knows a few
dentists.
So I really spent some timetrying to figure out, like, what
(10:14):
does everyone else do and howdo I not do that?
But still stay true to myself,you know, without you know
selling out or without beingsomebody or not.
And so, yeah, very early on, itwas like most dentists will go
find again anotherbrother-in-law or another
professional that can make thema logo that is their name and
(10:35):
some mountains and you know someteeth or a tooth and you can.
You can think of every dentaloffice you drive by is teeth or
some mountains here.
So met with him.
He's like yeah, you know, um, Ican make you a logo and and
we'll try to try to make it fun.
He's like but, uh, I justworked with this.
These, these, uh designers, uhcalled hood spa.
(10:56):
They're two sisters fromsouthern california.
They usually only do like fontwork for pixar and disney and
they only do huge, you know,startup branding.
He's like they're going to costprobably 20 times what I would
charge you.
Speaker 2 (11:09):
Yeah.
Speaker 1 (11:10):
He's like but it'll be the best decision you made
because you'll stand out and so,like that was the very first
thing I did was invest in my ownbrand, sure, and from there it
was very simple to be me, to bedifferent, and, um, that was a
really cool process, workingwith them and building my brand
and, you know, growing fromnobody knowing me in the area to
(11:35):
people wanting to drive an houraway.
Yeah, yes, it's cool.
Speaker 2 (11:39):
Which is a really cool thing, because I think that
you know, in the e-com space,what's very interesting is is a
lot of people really invest inbrand and so that's almost like
like how do you not not sayingthat you create something ugly
or something you know not boringlike teeth and mountains, but
the hard, the hard part is islike well, a lot of them aren't
(12:00):
starting even that worried aboutacquiring customers, though,
yeah.
Speaker 3 (12:03):
You know, because, it's already a built in, like,
ok, I'll join as, like a juniorpartner at this dentistry and
then, like, I'll eventually takeit over Like it's just, or I'll
create a relationship with achiropractic you know firm that
will then refer me.
Speaker 2 (12:15):
I will refer them because there's some ties there
and you know.
But yeah, I like.
Your first thought process islike, hey, ever everything looks
the same here, if I can have ahappy tooth, that that
represents dentistry but is sodifferent, you know.
I think that's a really coolprinciple.
We talk about this all the time, like right now, like, uh,
(12:37):
starting a company where you'reselling a product has never been
easier right now because ofthings like Tik TOK and Alibaba
and what like.
if I wanted to go start atoothbrush company, I could do
it probably in three months.
Speaker 3 (12:50):
A hundred percent Right now I'm not saying it
would be good, but I could getthe product and I could start
selling and I can start runningads.
Have a website Easily, yep, runsome ads.
Speaker 2 (12:57):
Yep, ai could build that for me, and so it's never
been.
It's never been easier.
And the problem with what'shappening right now is I think a
lot of people have a mentalityof like, oh, I can just do that
and I can run ads the same wayeveryone else is doing.
We all look at like, oh, brandX, y, z is doing it, and so you
chase what they're doing.
But the problem is, when wechase what they're doing, you
just like how are you supposedto stand out when you're chasing
(13:19):
what they're doing?
So I love this like standoutdiscussion love this like
standout discussion.
Speaker 1 (13:27):
I mean, part of that is is because it's easier.
There's so much saturation, youknow, like even just content
creation of, of apart fromstanding out as a dentist, just
being online, like and trying toinfluence anybody on there have
or bring value at all isthere's, there's so many people
doing it and and so, yeah,trying to trying to sift through
that without copying, you know,and we all copy each other, but
(13:49):
like trying to be, you know,original or um yeah have value
that way.
Speaker 2 (13:56):
What, what, uh, so, as you like, kind of start to
figure this out.
Okay, cool, I'm going to investin branding, I'm going to make
myself look like I'm going tostand out, so I don't look like
everybody else.
What, like, did you have anysort of inspiration?
Was there any brand or contentcreators that were inspiring you
to be, for you to like havethat click, to be like, oh dang,
I could do this, like I couldget attention this way?
Speaker 1 (14:15):
It's silly.
Um, gary Vee, yeah, you know,um, love Gary Vee, um, and, and
honestly, there wasn't.
It's not that I was going to begary v or create content the
way he did, but just his like.
Look, we got gardeners onyoutube with millions of
subscribers.
You know making a living off ofdoing, you know making content
(14:38):
off stuff they love so.
But I didn't see anyone in thespace that was, you know, a, a
dentist that I was like, oh, Icould do that.
It was just like, ok, ifsomeone talking about you know
tires can have a ton ofsubscribers, right, I can talk
about teeth and just.
You know, I spent 10 yearslearning about this stuff and 20
(15:00):
years of my life trying toperfect the craft and all that.
You know all these things.
So let's just bring that andlet's bring me, let's just film
myself and see what happens.
Um, and honestly, like I thinkthat's where a lot of people
stop is it seems so easy to postUm, but I remember my first
(15:20):
like time getting in front ofthe camera.
I had to be alone.
I was like I can't do this infront of anyone.
Speaker 2 (15:24):
I had to be alone.
Speaker 1 (15:25):
I was like I can't do this for anyone, like sure.
Sure, I'm gonna go make myfirst um video for for Instagram
for my practice, to introducemyself and and it took me like
an hour to make like a 20 secondclip, like it was so I thought
my voice sounded weird.
Speaker 3 (15:38):
Yeah, I don't?
Speaker 1 (15:39):
I hate the way that I look.
I like it.
You know, and, and, um, and soonce you get over that, like
we're just going to documentwhat's happening and what we're
doing is unique enough that thatat least my space that it has
resonated with so many um,parents and dental professionals
all over it's been neverthought it would be that I was
(15:59):
just trying to get some patientsin the door.
You know, um, and now it'sgrown into a whole yeah, dental
product co and um, crazy.
Speaker 2 (16:07):
Yeah, how quickly did you start to see success when
you started posting?
Speaker 1 (16:11):
Um.
So for me, success wasn't, um,you know, followers or
engagement.
Uh, initially it was, uh, newpatients in the door, like how
many did I did, did we get toshow up?
Uh, new patients in the door,like how many did I did, did we
get to show up?
And so, um, I think the averagedental practice, uh, you know,
healthy pediatric dentalpractice, is getting maybe 70 to
(16:33):
80 new patients a month.
Okay, um, our first monthwithout any spending a dollar on
advertising, it was just socialmedia uh and posting kind of up
to our, our grand opening.
Um, we had like 435 patientsour first month.
Speaker 3 (16:46):
That's so crazy.
And also I don't want toundermine your content efforts,
but you do have a great spot.
Speaker 1 (16:54):
Yeah, but again that went back to branding.
Speaker 3 (16:57):
So I was curious do you think that spot also helped?
You mean like as far?
Speaker 1 (17:01):
as traffic.
Yeah, like you're right on 33rd.
Speaker 3 (17:04):
There's tons of families that take 33rd up to
the freeway and down 80, so yeah, we're on 33rd, is it?
Speaker 2 (17:10):
I know it's right off 23rd and 33rd tell me where,
like rei, mocha salsa is okay.
So close to where, just justwest of mocha salsa, okay, yeah,
okay yep, just down the streetthat's my landmark yeah, mocha
salsa man rip though.
Speaker 1 (17:23):
Yep, yeah, salsa man.
Speaker 2 (17:23):
RIP, though.
Yeah, what is it now?
Speaker 3 (17:25):
Doesn't matter, that's another Mexican spot.
Well, you know it went toHector's, but it was still Mocha
Salsa when Hector had it, andthen now it's, I don't know.
Speaker 1 (17:34):
It's got a drive-thru , though I think still.
Speaker 3 (17:39):
I'm sure it's good burritos from there every now
and again all right um sorry soI'm only bringing up the foot
traffic because, you made twogood decisions like the spot is
really good.
Speaker 2 (17:47):
Yeah, yeah, three good decisions the branding, the
branding the spot.
Speaker 3 (17:51):
So like when you drive, like right, when you guys
open, like I'm this is myneighborhood, like where he is,
like this is like where I grewup.
Um spent my whole life there,like going to breakfast at over
the counter down the road fromyou, and, and so we.
I noticed the day it went up.
It's like, oh, there's that,that's cool.
Speaker 1 (18:08):
Yeah.
Speaker 3 (18:09):
Pediatric dentistry that's cool, sure.
Speaker 1 (18:11):
Yeah, so early on, you know cause we would track.
And that was five years ago,that was five, yeah, 20,.
2020 is, uh, honestly, april2020, I think is when I signed
the lease there and then wedidn't finish construction until
uh, yeah, good timing, right,um, until uh, november.
So peak, peak, covid, like howare you?
Yeah, my kid was two at thetime because I remember thinking
(18:33):
oh, pediatric dentistry.
Speaker 2 (18:35):
Like my kids too like do we need to take them to the
dentist?
You know, like as a dad, I'mlike do we?
Speaker 3 (18:41):
does he have teeth?
That's your first two years old.
Those are gonna fall out.
Speaker 1 (18:44):
Yeah, like we should probably go sometime, yeah, um,
I mean.
So, yeah, early on, like we, wespent a lot of time tracking.
How'd you hear about us?
Um, and for the first, like twoyears, 80 of our business was
social media so awesome.
I love that you're tracking itso yeah, yeah, which again most,
most dentists don't like theyjust throw money at a billboard
(19:06):
or a mailer.
Speaker 3 (19:07):
So you, so you, you said 450.
Speaker 1 (19:09):
Yeah.
Speaker 3 (19:09):
So basically, you would have been the average.
Speaker 1 (19:11):
Yeah, yep, foot traffic and insurance 70, 80.
Yep, yep and so like all thisyeah, all these free.
You know customers came in andand again.
If we can win them over with it, you know they'd like their
dentist.
They're probably going to stayfor a while.
Now my kids grow out of it.
(19:32):
I'm not going to have themuntil they're 40.
You know I'm going to have themuntil they're, you know,
teenage years.
Um, but so I got to continuethat grind of of finding new
patients.
But now we're having adifferent issue of being able to
fit them all in.
Speaker 2 (19:47):
Are you thinking about opening up multiple
practices?
Speaker 1 (19:49):
That's a whole other discussion.
Yeah, yeah, I left Oregonbecause my buddy was growing a
and this is actually whatmedicine did in the 90s.
They had all the private equitycame in and said we're going to
just start buying a bunch ofmom-pa physician practices and
then we're going to throw themall together and be able to
(20:10):
recap and and and just rollright.
Um, and now medicine isbasically just a few large
organizations happening indentistry, um, this and so, and.
And I went out to oregon mybuddy to kind of do the same.
Okay, let's, we got, we gotprivate equity going, we started
to buy a bunch of practices.
And uh, I just kind of realized, like that's, that's not what I
(20:32):
want to do, I want to do my ownthing.
Um, and so, yeah, I forgot thequestion.
But uh, we're, we're along theline somewhere it was more just
it was.
Speaker 2 (20:41):
Are you going to put up more practice?
Speaker 1 (20:42):
Oh yeah, so so the yeah, thank you, thanks.
That's the ADHD kicking in.
The downside with becoming acorporation, especially in
healthcare, is really the onlypeople that it hurts are the
patients.
You end up buying a bunch ofpractices and providers, kind of
you plug and play and you'reyou're really just looking at
(21:02):
profit, margin and and and valueversus what value are we
offering the patients, and we'retalking about kids like I
didn't want to compromise onthat, so so it's really
something I've looked atprobably since I opened my own
was yeah with the success we'vehad where it seemed almost too
simple like we could go and make50 of these all over the
(21:23):
country sure I don't want to doit in the way that all these
dental organizations are doing.
I want a dentist to be able touse the brand, but do it in
their own way and we'll helpthem with all these different
things.
But they have to have ownership.
It can't be a plug and playLike it's your city.
Speaker 2 (21:39):
Sure.
Speaker 1 (21:40):
Your neighborhood.
We want you to own it.
Yeah your neighborhood.
We want you to own it.
Yeah, we'll just franchise itsure um and we've toyed around
that for five years, um, but Ithink, with the way our product
goes going, I don't think I'llfranchise, I don't think I'll
open another yeah we just get awith the dream.
Speaker 2 (21:56):
Yeah, talk to us about the product co line now
yeah.
Speaker 1 (21:59):
So, again, I think it stems from that early decision
of of creating a brand that wasvery much me, and then a space
like it was very easy to createa space that matched that brand.
And then content creation rollsfrom there, like very easy to
create content to a degree ifyou have a beautiful space and
and some fun branding to go withit.
Um, about two years in, uh, ofgrowing on social media and
(22:24):
growing my practice, my my goodbuddy, uh, jeremy Neff, reached
out and said hey, I've been inthe e-commerce space for a long
time.
Like, I think you could create,create a product with your
brand and and have a lot ofsuccess with it.
Um, and so we kind of went tothe drawing board of, well, what
, what could it be?
Um, already a billion types oftoothbrushes out there, or
(22:44):
toothpaste or different things,and ultimately came back to I
have a lot of parents thatdeclined fluoride in my practice
.
Yeah, now the state hasfollowed suit.
Yeah, but it was most of mostof our parents weren't brushing
fluoride toothpaste right, so itwas mine.
Speaker 2 (22:58):
Yeah, so um I grew up taking the fluoride pills
though.
Speaker 3 (23:02):
Yeah, yeah, you grew, though, yeah yeah, that's great
, I'll do like the applicationof it.
I think that's the safest formbut that's all she'll do with
the kids.
She'll take it home and likeapply it.
Speaker 1 (23:13):
I don't know like how it works, but no, it's great,
but that was a concern with alot of my parents.
That we were seeing is is theydon't take fluoride, but they
don't.
They brush with basically justwater.
I mean it's a fluoride freetoothpaste but it didn't have
anything to really supplementenamel rebuild and so you know,
(23:36):
there was a couple hydroxyappetite toothpaste brands out
at the time and we found a localmanufacturer for one of the
biggest, uh, natural toothpastebrands here in utah, sweet and
we we just got the ball rolling.
But but with that branding,with that concept, it became
very like okay, we're gonna makeclean, safe ingredients, uh
(23:57):
products that aren't out there,we're gonna make them look the
same way the dental practicedoes the same way I do, and
we're gonna market them the sameway, yeah and now does the same
way I do, and we're going tomarket them the same way.
Yeah, and now we're the numbersix best selling children's
toothpaste on Amazon.
Speaker 3 (24:10):
So we've been on.
Speaker 1 (24:11):
Amazon for a year and a half and it's just been like
that's wild man Crazy.
Speaker 2 (24:14):
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Dude, you know what I love aboutthis Like so you brought up at
one point.
It's like what's cool aboutdentistry is like you've been
going to the same dentist forthe last 25 years or whatever it
sounds like Now like you.
Like you said, from a pediatricperspective, that can't happen,
(25:17):
but I imagine what happens islike kids stuff is so much more
important to adults than adultstuff is right meaning, like I
go to the dentist.
I used to go to the dentistever, twice a year.
I go to the dentist once everyfour or five years now you know
what I mean.
Now I have really good teethlike I've had one cat.
Yes, yeah, smile, yeah, I'vehad one cavity my whole life,
(25:38):
you know, and I'm convinced thatthe dentist that I went to lied
to me about it.
But he was out on the EastCoast and I was on my mission.
It was the only time I got acavity, so I don't believe it.
Anyways, when were you atHarrisburg Pennsylvania?
Speaker 1 (25:53):
Yeah, I don't know.
Speaker 2 (25:55):
So, but anyways, the lung.
So what I was saying is like Ibet you get a lot of referrals,
like I bet that that is superstrong.
Oh, you got to go here becauseof X, y, z, um, and then the
people who the kids, like yourkids, who go there are going to
then have their kids go there,right, so anyways, the longevity
of the patient is huge, as longas the product's good.
(26:16):
The other thing about whatyou're doing right here with the
product co is the longevity.
I bet the lifetime value ishuge and I say that as somebody
who has been a.
So I was a quip, you know, I wasa quip customer, like probably
six months into them being inbusiness, which is probably 10
years out now, maybe eight to 10years.
(26:38):
I am still a quip owner andit's probably things that are
much better.
Your stuff is probably.
Now I don't do their toothpasteanymore because I do something
more natural.
They don't do that but I dothere.
What do you use?
By the way, I am a xylitol guy,okay, you know, tall toothpaste
like a.
Speaker 1 (26:54):
You know, I came so unprepared I should, I should
have had all sorts stuff.
You guys.
Will make it happen.
Round two is uh, I'm gettingbiome, what's that?
Speaker 3 (27:01):
called biome.
Yeah'm getting biome.
What's that?
Speaker 1 (27:04):
It's called biome yeah, I know biome.
Yeah, I don't know what's in it.
Speaker 2 (27:08):
My wife does the Just Ingredients one, yeah, just
Ingredients is great.
Yeah, yeah, the powder.
Yeah, she does the powder.
I hate it Every time she putsit.
Speaker 1 (27:16):
I'm like this is so gross.
What are you doing?
Assistant?
Uh, basically, and my and herassistant um your assistant's
assistant, my, yeah, myassistant's assistant.
Yeah, we got bougie, we got somany things going on, but, um,
both of them got stolen from meuh, like two months ago probably
, that's when I took over my dmsand that's when this happened,
(27:38):
yeah, um, and so you can thankme for being here, but, but you
can we'll blame her for.
but like they both worked forhappy tooth and and and created
our content with me and we did abunch of fun stuff and and I
can't compete with these amazingsoftware companies, and so, uh,
and one got stolen by the Utahjazz.
So it's it's cool to have abrand, but it's tough to keep um
(28:00):
, talent.
Yeah, yeah, and so usually theywould have stuff for me to give
, and I'm sorry.
Speaker 2 (28:06):
Yes, I came unprepared well, but but, like I
said, what I like about this isbro, you got all the time I
have to buy some at the officeno, I need to give you guys some
good stuff now he's getting hisexpander taken off
Speaker 3 (28:17):
next week.
That's awesome.
So they'll be in there nextweek.
I'll say go pick up sometoothpaste or we can just buy it
online.
Speaker 2 (28:23):
A couple clicks here and there yeah, I think, if we
spend over 46.
Speaker 3 (28:27):
I saw it's weird I'm in e-commerce but I like
actively try to avoid buying onamazon no, not amazon.
Speaker 1 (28:33):
Well, yeah, shopify.
We're gonna shop my sitecomyeah, try happy toothcom.
Speaker 3 (28:36):
yeah, but that's three day shipping, right?
Ah, probably probably not inutah so I'm yeah, our stuff.
Speaker 2 (28:43):
Pick it up, all right .
Well, anyways, you have to.
Speaker 1 (28:46):
I'm assuming you sell it in the store.
So we did for a minute and nowall of our stuff just gets sent
straight to our warehouse.
It's coming off our shelves.
Speaker 3 (28:53):
I guess we got to wear online.
Speaker 1 (28:54):
Ok, well, we always have some that I would.
I would give her.
Yeah, ok, yeah, we give.
So that was another cool thing.
Early on I was actually buyingQuip brushes and they would give
us toothpaste for my patients.
I wanted that patient loyaltyto be really strong.
We opened up and now we've beenable to replace all those cheap
(29:14):
and crappy dental products thatyou get when you're a little
baggy, when you're a dentist,with Happy Tooth products, so
it's all your product.
We give them a little HappyTooth shoe box, like a little
mini one, because I like shoes.
You're a big shoe guy, right?
Yeah, yeah, I like shoes, Iwear them all.
Not a collector, but, um, nooffense collectors.
But yeah, we give every kidtheir own little black happy
(29:35):
tooth shoe box and then it's gotall of our products in there
and stickers, yeah it's.
Speaker 3 (29:39):
It's fun, kids like it so to to pivot a little bit,
because, because we're talkingabout this, how do you, what
have you learned about marketingto parents?
Right, because when you'reselling kid products, kids
aren't buying it rightEspecially something like
toothpaste.
Speaker 1 (29:53):
Yep.
Speaker 3 (29:54):
So what have you learned with your dentistry?
That's also converted over tothe product side of how you talk
and relate to parents, eventhough it's a kid product.
Speaker 1 (30:03):
Yeah, so I mean, now our products have grown to
include the whole family, butthat that is a very it's an
awesome question, because thatwas a concern even opening my
practice and then openinge-commerce brand.
Is kids not seeing this content?
Um, it's not making thedecision to come in and and uh.
So we have to appeal to parents, you know, moms yeah, yeah.
(30:26):
Ages 20 to 40, um or so, and sothat was kind of our target
market.
Um.
And yeah, I think the practiceof posting every day for for my
practice, um kind of grew thismuscle of okay, we know what, we
know what moms like, we knowwhat parents like, we know how
to kind of get their attentionand that just kind of has very
(30:48):
organically transferred into, uh, what we're doing with our, our
product code.
Speaker 3 (30:53):
Without giving away any secrets.
What is it that gets a mom'sattention?
Speaker 2 (30:58):
That's a great question that mug, the mustache
and the mug.
Speaker 3 (31:02):
That's just a handsome face.
Speaker 2 (31:04):
Who's the country singer right now that is going,
is it Riley?
Do you know who I'm talkingabout?
Speaker 1 (31:09):
Waylon Morgan.
I got called Morgan Waylon bygrandma the other day at my
practice.
Speaker 2 (31:14):
I think it's like Riley Green or something like
that.
He's got a music video that'slike very saucy and he's got
like I thought you were sayinglike doppelganger.
He and he's got like I thoughtyou seen like doppelganger, like
he kind of looks like me.
He's got like.
He's got kind of like you knowlongish.
I know your hair's not likesuper long, but it kind of has
that like well flow to it andit's got the flow to it and he
puts the cowboy hat on and he'sgot like a fresh mustache, like
(31:35):
you do that was me the othernight at Post Malone.
Yeah, yeah, and it's a verysexy look right now I?
Speaker 1 (31:40):
I want to say it's oh , the mustache.
Speaker 2 (31:42):
Grace will have to look it up.
Speaker 3 (31:43):
Look at the country singer Is the mustache making a
comeback with the ladies, ohyeah.
Speaker 2 (31:46):
I think it's Riley Green country singer Tom Selleck
.
But girls are fawning over thismusic video right now Hilarious
, that's amazing Because it's alittle spicy and he's a hunk.
Speaker 1 (31:56):
So besides, your yeah , besides this ugly mug.
Speaker 3 (32:01):
What is attracting and how do you talk to moms Like
what catches their attention?
Speaker 1 (32:13):
Man, like that's something that I've been really
thinking about over the last fewmonths, as I knew my two
assistants were leaving and like, do I want to hire people to
continue to help me do that, oris the landscape shifting?
Do I want to hire people thatcan continue to help me do that,
or or is the landscape shifting?
And I feel like there is likethis, this shift, and and I'm
I'm trying to grasp what it isand and ultimately, I don't know
how much I care for my practice, but the product, of course,
(32:36):
and so that's something that I'mthat I'm still trying to figure
out, I think, and you can'tstop trying to figure out, I
think, and you can't stop tryingto figure out what's going to
grab attention.
I think, uh, early on, likefrom from my experience it was,
and every time I go speak atconferences or dental schools,
it's like branding, branding,branding, find a brand that that
is so you know, and and again,you guys, that is e-commerce is
(33:00):
like having a brand that thatjumps out.
Speaker 3 (33:02):
Um, and so our content was although you'd be
surprised how many people arescared to do that.
Speaker 1 (33:07):
Right.
Speaker 3 (33:07):
Right Like everyone everyone like as much as you
need to.
Most people want to blend in.
Speaker 2 (33:12):
Hence why we had that's why we want you, that's
why we voted you on, but like.
Speaker 1 (33:15):
I think just I mean, a hook is we're that first.
One or two seconds iseverything right.
And so I think, very quickly,our bright colors or our you
know mural wall that says biteme, or us being in our
basketball court, or us mehaving dental loops, but looking
this way is like this is who'sthis guy?
Speaker 2 (33:36):
yeah, he's a dentist, if you're listening to this.
He is not your like typicalclean, shaven, button up like.
He's got sleeve tattoo herehe's got a mustache.
He's wearing a beanie, like isyou're not your stereotypical
dentist by any means yeah,barely.
Speaker 1 (33:56):
I'm just a kid's dentist, though, you know, and
everything I do falls outanyways.
So, um, no, but um, which wasalso an interesting thought
early on, is like I'm comingback to Utah, um, every day, you
know what?
Every day.
Like you could paint a pictureright now of every single
dentist in the Valley, right, um, and I'm a kid's dentist.
Like how are parents going totrust this?
(34:18):
Uh, but, but getting back tocontent creation, like that that
stands out and I and I don't dothis for anyone else, but I
think that's part of what'sworked is like I dress the way
that I want and I think it.
It actually works for kids.
They like it.
They're scared of scrubs or thewhite coat.
I'm still scared of going tothe dentist.
Speaker 2 (34:37):
Or just makes them look like dad.
Speaker 1 (34:39):
Yeah, yeah, exactly, that's kind of how I feel.
Speaker 2 (34:40):
It's like you look like my dad.
Speaker 1 (34:42):
So often mom's like look, he's got shoes, just like
dad.
Speaker 2 (34:45):
Or look, he's got a.
Spider-man tattoo just like dador whatever it is.
Speaker 1 (34:50):
And so that is an awesome barrier.
And then the other side ofcontent creation is you got to
find beyond the hook, you got toreally bring value, and so for
me that's easy.
I spent a long time learningabout teeth and so bringing
value, uh, is, you know, I havepeople come to see me for the
(35:12):
things that I've learned or cando, I guess.
Uh, not that I'm, it's justteeth.
We're not, I'm not a heartsurgeon, chill out.
So but um, and then you gotta,you gotta provide that value in
so many different ways, likefrom from when real, like I
think my practice opened whentiktok was becoming something
totally 2019 20.
Yeah, right um, and so it'sevolved so much from I'm gonna
(35:35):
get on and do a behind you know,behind the scenes.
I'm gonna get on and and talkabout this and that, and now
it's it's, it's, it changes sofast, um.
So that's something that I'mI'm always trying to figure out
is how do we continue to graspattention and not just be this,
not just get lazy with okay, weknow this works, let's just keep
doing that because it doesn'twork.
(35:57):
You know, over time it fadesout, um, but there's core
principles that work and yeah,can I?
Speaker 3 (36:02):
can I like give a little diet, like I'm just going
to dissect it a little bit?
Speaker 1 (36:05):
Yeah, yeah, let's get into it.
Speaker 3 (36:07):
Well, I don't think you're giving yourself enough
credit.
Maybe some of this was justnatural and it just happened,
but what it is is when you'retalking to moms about their kids
.
You have to be an expert aboutwhat you do, but it's the
juxtaposition right of the, thewisdom right, but you're also at
the level, like you're comingdown to the level of a kid.
(36:29):
Yeah, so like that's what thatdoes for moms, is it says, hey,
they know what they're talkingabout, but it's interesting,
right, it's kind of like whenthere's a whole thing about this
, like when people at differentcultures like pick up something
like in the in another culture,right, like Japanese people
playing country music, right, islike more interesting than
(36:54):
seeing people in Kentucky playcountry music, totally, yeah,
yeah, on social media, for sure,right, cause it's like a.
That juxtaposition of, yeah,wait, what Like you guys are
that interested in that, likethat's interesting.
So it's like, hey, loose, cool,normal guy, yeah, but oh,
that's interesting, like he'sactually a real dentist, you
know.
Speaker 1 (37:11):
Yeah, yeah.
Speaker 3 (37:11):
So that juxtaposition , but then also coming down the
level of the kids, where it'sfun, right, so a mom can start
seeing, oh, it's such Like theydon't want to open their mouth,
like it's always a fight.
Yeah, so now it's anenvironment where they can go in
and be stoked way more loose.
(37:32):
Yeah, right.
So like I don't know if youactively tried to alleviate that
anxiety, because that's thestress of the mom, right Like
what you're solving for her isthe pain of taking my kid to the
dentist because it's sterileand it's like, oh, like they
can't run around either.
Like there's no room for thekid, yeah, or you opened it up,
you have room for the kid to run, so the mom doesn't have to
(37:52):
worry about like hey, sit down,don't move.
Speaker 1 (37:56):
Like it's our turn.
Definitely, I think I think Ihad some things going for me in
the fact that you werementioning when I have a tooth
hurt me, I'm not going to seethe dentist for a year.
I'm going to wait on that toothfor a year.
When your kid complains of toothpain, you're the next day,
right, so I have that going forme, right, but, but from um, the
other side of things is, um,they could go to the dentist two
(38:18):
doors down or, you know, 10minutes down or an hour away.
So, um, yeah, or an uncle, yes,exactly right, especially here
in utah.
But, um, I don't know if it'smy old, my own like childhood
traumas or my own likeexperience of the dentist, but
like, I tried to spend, um, youknow, like be as a child walking
(38:39):
into my practice and trying tosmell and feel everything that a
dentist office is, and not bethat, because that's terrifying,
you know.
So we tried to create achildren's museum.
In the front it's got a slideand a light, bright wall and a
big mural that says bite me,which some parents find
offensive, but I think it'sfunny.
So we got a basketball.
Like it doesn't look or feel orsmell like a dental office.
(38:59):
Um, we wanted the same with ourproducts, like I didn't want a
tube of toothpaste that was blueand white or blue or white, and
red, like the two main that wesee at the grocery store.
Um, and now I love there's a lotmore color and exciting things.
Uh, with dental products it's,it's becoming, and again I
didn't want the other side of it, which was Disney, or you know
(39:21):
like they try to market to kidswith a little more on the cheesy
side and it was like like we'renot marketing to the kid.
We need to create a productthat kids will like, but we got
to market to the parents, so Iwanted something aesthetic,
which I knew my practice wasyeah, yeah.
So, um, so we had to create aproduct, product that appealed
to mom's safe, clean ingredients, you know, locally manufactured
(39:42):
, um, and that the colors werestill fun enough for the kid but
ultimately appealed it's goingto be, you know, for the mom,
it's going to be on their, theircounter Right.
And so I hate seeing no offenseto, like frozen or, you know,
just like all those toothbrushesand toothpaste, I'm like this
is so annoying, like my, butthat's that's work.
Like kids and parents alikelike the product for their own
(40:05):
reasons, different reasons, andthat's been a fun thing to
navigate and play with.
Speaker 2 (40:12):
I like this question because this can fit into other
people.
Like there's a lot of peoplewell, you know the metric to
this.
I always forget it.
But like is it?
80% of all household decisionsare made by mom.
Speaker 3 (40:23):
Yeah, something like that.
Speaker 2 (40:24):
Maybe even 90%.
Yeah Right, like householdpurchases?
Yeah, so I think mom makes, andhousehold purchases are
anything from food to toothpasteto clothes now dads will buy
the stuff, but the decision,like the, person who's deciding
is mom like.
Speaker 3 (40:39):
I often go to the grocery store, but I am there
with a list right from a hundredpercent my wife like she's the
one that's saying so, do this.
Speaker 2 (40:46):
We're like go to Costco, grab me that right so
the reason why I like thisconversation is because we're
talking about it from a dentistperspective.
But the principles are liketrue for anybody who's selling
100, right?
We realized really early.
So we used to be, uh, you know,part of a, a bigger brand here
in Utah that was selling diaperbags to moms.
And we realized really early onis that, you know, we never
(41:08):
wanted to get into the Disney,for you know patterns, frizzy,
fluffy stuff Um, because thediaper bag, though it was meant
to be an accessory to help thebaby Mom was wearing it.
It needed to be an accessory formom, yep, and it's the same
(41:28):
thing with kids clothes, right,even though the kids wearing it.
Guess how you like, likeparents especially, like I've
got three kids, I've got a 12year old, a 10 year old and a
six year old and when my kids goto school, it's a reflection,
at least I, of how their parentsare going to think of me.
So my son, like he's alwayslike, this is him.
(41:50):
This is not me pushing it onhim, by the way.
He's always wearing Jordans andhe's always got like a retro 90s
basketball jersey.
Speaker 1 (41:59):
So he's wearing like an Iverson jersey or he's
wearing like a Ken Griffeybaseball jersey or something
like that and I'm like, ok, cool, he's going to go to somebody's
house and they're going tothink that, like, oh, that's
gotta be a cool dad, or that'syou know, it sounds stupid, it
sounds so stupid but like thatis how it is Right.
Speaker 2 (42:13):
So when you're marketing girls clothes, you're
marketing to the mom like she'sgot to be, like okay, that's
going to look cute on her andthat's going to you know whether
, whether we, like it, won'tfight it either.
Speaker 1 (42:24):
Like it's very true, but you got to find a way to
yeah, of course, make it goodfor the kid too right,
especially with with kids, likethey're with young kids, I think
, because my I got a 13 year oldhe turned 13 yesterday, but
like for a long time of his, ofhis life, and I have four sons,
but, um, it's like they're you,they're, they're an extension of
(42:45):
you, right, right, like you'resaying, and so you have to
appeal to the parent ineverything that you're doing
there, and it takes us a whileas parents to kind of separate
like wait, hold on, they'retheir own person, they're not me
, even though it feels like myheart's out there walking around
and I clothe it and I want itto look a certain way and do a
certain thing, like that's ahard thing to separate, but in
e-commerce world like you canuse that your advantage and you
(43:07):
know in so many ways.
So totally.
Speaker 3 (43:09):
Well, there's also a lot more control, from zero to
10.
Yeah, yeah.
Right, yep, like once they hit10, it's like good, good luck.
You're going to have a lot offriction in your house.
Speaker 2 (43:19):
You're trying to dress your kid.
So true.
Speaker 3 (43:22):
Even like seven or eight, it's like starts growing.
Like you know, we don't dressour.
We haven't dressed our oldestin a long time, yes, and we
don't even dress ourfive-year-old.
But you know, yeah, he's.
He only has what he has tochoose from, which is our stuff.
Yeah, I don't.
Speaker 1 (43:37):
I don't dress them, but I make sure.
But you dress them, yeah, but Idress them but I put what's in
their closet for sure.
Speaker 2 (43:44):
Yeah, Every now and then you give like that's how we
were, every now and then likeour.
We gave our kids like a couplecheesy things that they like
would pick that You're like.
Oh, I hate it when you wearthat, but you're happy, so I'm
happy just as long as that's.
That's not what you're wearingto the party the girl little
girl's party you're going to onSaturday, saturday morning or
something like that.
Speaker 3 (44:02):
Dude, my five-year-old always wears
orange shorts and a red shirtand it drives my wife nuts, it's
great.
Like the orange and the red.
Speaker 1 (44:12):
It's a good combo, Like oh, start of the rainbow
Great.
Speaker 2 (44:16):
Horrible.
Well, I've got some questions.
I've got some like I was justthinking about this just because
of what you do, right From theentrepreneur perspective, as
well as the content creator.
Speaker 1 (44:30):
So this of what you do, right from the entrepreneur
perspective, as well as thecontent creator.
Speaker 2 (44:32):
So this is like the uh, let's call it overrated or
underrated.
Cool, right, so you give it anoverrated ready and if you can
think of any others, you feelfree to toss them in here.
Um, all right, let's go with uh.
So a lot of these are going tobe around content, but let's go
being the face of your businessoverrated, underrated man,
that's such a good question.
Speaker 1 (44:48):
Um, I am the face of both my businesses, so I have to
say um underrated, but I reallybelieve that there it can be um
overrated, okay, um, how'sright?
We're trying to have me not beum to for for the product co.
Speaker 3 (45:09):
Um, um this is what everyone says, by the way, yeah
okay, okay.
Speaker 1 (45:13):
So I'm not like some unique cool like eventually you
don't want like every businessowner doesn't want to have to
rely on their face.
Speaker 2 (45:19):
They get really nervous, right.
How can you sell it if you'rethe face?
Speaker 1 (45:21):
yep that's a big thing and which is why I didn't
name the spot.
Uh, or our products dr hankstoothpaste.
You know um we want to exiteventually.
Um, hopefully soon.
I'm just kidding, but um alwayslooking um, yeah, so and that's
with underrated on that one.
Yeah underrated is good.
Yeah, I like it or maybe we'llsay a face having someone's face
(45:43):
yeah, like you want, and Ithink it's still evolving, but
you want, you want a story.
You want to be able to tell astory, and I think it's very
easy to connect with the person,yeah, when the story's being
told.
Speaker 2 (45:56):
So I like it all right.
What about posting every dayoverrated, underrated?
Speaker 1 (46:00):
underrated yeah like it definitely like come.
I mean, I can't even count howmany times we over the last five
years have spent time thinkingthis is funny, this one like
people are going to like thisand we spend an hour and a half
on it and then another two hoursediting or whatever, and I
(46:20):
don't edit.
So they spend hours editing andit gets 10 likes, you know, or
the one that we put togetherwithout even thinking.
It's like, hey, we haven'tposted a let's, this is good,
let's throw this together.
And it gets 8 million views.
It's like okay.
So it really is like keep your,keep your um line in the water,
sure, um at bats.
(46:41):
Yeah, get your at bats.
Um, cause, you don't know,there's quite a bit of luck
involved with what goes viral.
What gets people going.
This one's kind of similargoing viral, overrated,
underrated man nuance thereOverrated to an extent, but if
(47:04):
you can keep that momentum going, I think it.
Um, the cool thing is a lot ofour biggest days in sales for
e-commerce go, or when we had ahuge, a huge post go viral, the
post wasn't about our productsbut other stuff and people saw
the brand and were like wait.
And in the comments they'reasking well, okay then what
toothpaste?
Or okay then what?
(47:25):
What do you recommend for this?
Like that's where we get a tonof sales as well.
So both yeah, like you can'trely on the viral posts, but um,
and they don't really turn intomuch often.
But but, um, if, if you can getlucky and be creative enough, I
think I think they can.
Speaker 2 (47:40):
I like it.
Okay, uh, building in public,meaning like documenting what
you're doing, hmm, overrated,underrated.
Speaker 1 (47:52):
Depends how you turn that into uh, content.
So like filming while you're inpublic, I think is great, feel
like film document as much asyou can, but how do you turn
that into content that peopleare actually going to watch is
the key.
So, uh, I think it's underrated.
Like keep the camera going,which I usually have yeah again
(48:13):
two or three people here, yeah,filming, getting b-roll, yeah,
your role is so such an easy wayto create content of me out
doing all these different things.
Speaker 2 (48:22):
And then we post like brush your teeth and put all
you know like, yeah, that's whywe have great.
I don't know if you saw him.
Speaker 1 (48:28):
He was filming all right, like he came in here and
just like took a couple shots,so yeah I like it uh.
Speaker 2 (48:33):
What about like um entrepreneur groups?
Speaker 1 (48:39):
great question overrated under.
I'm not in any okay, um, but mypartner, I think, is in all of
them.
Okay, uh, yeah, jeremy Neff, um, so my co-founder, um, so
that's my answer.
Speaker 2 (48:52):
Um.
Speaker 1 (48:53):
I think he, I think he gets a lot of value.
Speaker 2 (48:54):
He would say underrated.
Speaker 1 (48:55):
You would maybe say I'm going to lean with him.
Underrated, yeah, yeah.
Speaker 2 (49:00):
All right, I mean in the same group, in the same vein
.
Then networking groups a littlebit different right.
Entrepreneur groups are where,like, you've got a set amount of
people that are all foundersand they're the only ones who
can be in it, whereas anetworking event could be
anybody.
Speaker 1 (49:14):
Yeah, but maybe I'll say underrated for like a
specific, like entrepreneurgroup, and then overrated for
for for networking things yeah.
I think, um, we've actually likewe bootstrapped our entire
e-commerce company and so that'sbeen, and now trying to sustain
year over year growth three orfour years in a row is like, how
(49:34):
do we keep doing this?
Just him and I, and.
But I think having a group likethat to lean on and to know
what things to look for, youknow, when we're trying to exit,
or whatever maybe is has beenhaving people that have done it,
it's been helpful Cool.
Speaker 2 (49:48):
Cool, We'll go a couple more Company culture
overrated, underrated.
Speaker 1 (49:54):
Underrated.
Yeah, why Everything?
Yeah, I mean everything ismarketing.
Right, like, branding is thefirst thing, but everything is
marketing, and so if yourcompany culture is crap, it's a
reflection of you, same as yourkids, sure sure you know like,
and no offense to parents outthere and kids, but like you
(50:17):
know what I'm saying, that if Idon't know.
We know some kids are kind oftheir own thing, yeah right, but
like, and some employees kindof do their own thing.
But if you don't have thatculture, where, where, like I
don't know, we all have thisintuition, like this feeling of
of people's vibes, whatever itis energy, and it's like if the
energy is off, whether you'regoing through their content or
(50:40):
you're looking through theirwebsite or you walk into their
brick and mortar like you.
Just doubt plays a big.
Like is a big factor in whetherwe buy or not.
Like is this is this legitcompany, is this you know?
And so yeah, that the cultureis is everything.
It can be comforting, it can befun and exciting, or it can
(51:01):
just be boring or create doubt.
Yeah, so yeah.
Speaker 3 (51:06):
I like that because I think we talked about this the
other day is everyone thinks abrand is your logo, and I think
that's the start of a brand, butwhat your brand really is is
how much trust you have.
Speaker 2 (51:23):
Right For whatever you're doing, what people think
about you.
Speaker 3 (51:25):
Yeah, so like if they trust you, if you've built
trust around whatever you'redoing, what people think about
you.
Yeah, so like if they trust you, if you've built trust around
whatever you're doing, then youhave a brand.
Yep, right, like a lot ofpeople think they have brands
they don't like, you have a, yougot a cool logo you have a cool
logo and that's the start,right like you have to start
somewhere.
So we're not saying that hooklike you said, you started with
the hook, like you startedbuilding something, but you
didn't have a brand on day one.
(51:46):
No, but now you have a brandbecause you've built trust over
time.
Speaker 2 (51:49):
Once you have people coming back, right, yeah, that's
really when the brand startsand a culture is a reflection of
that trust especially for abrand like yours right yeah that
people are seeing on a sixmonth basis yeah, six months.
Speaker 1 (52:00):
Or online, yeah, yeah , um sure, and then you like,
and then you gotta have aproduct that that matches that
culture and you have productthat brings value.
So totally you know.
Speaker 2 (52:11):
Yeah, I like it.
Okay, We'll go one more lastone here, just because this is
such a hot topic in the likeentrepreneurial space,
especially online morningroutines.
Overrated, underrated overrated, overrated.
Speaker 1 (52:22):
Yeah, um, overrated, overrated.
Speaker 2 (52:24):
Yeah, I like it.
Speaker 3 (52:25):
Yeah, Um no, no, 4am ice baths for you.
Speaker 1 (52:36):
No, that's so funny.
Yeah, um, no, man, I like we'reall different.
Like some people are night owls, some people are morning people
, and to put yourself intosomebody else's box is is
probably not going to work foryou, um, and so I don't have
morning routine.
I wake up at eight o'clock andI'm seeing patients by eight 30,
you know, um, that is what itis, um, but I stay up late and I
(52:57):
I get a lot of stuff done lateand you know I kind of I work
out late, you know, um, so I ha,we all have routines, but I
think, ultimately, having aroutine is not, I think, is
underrated, sure, but like,specifically, morning is, I
think.
Speaker 2 (53:09):
Yeah, you don't see the hot fuss.
Speaker 1 (53:11):
Yeah, but if you don't have a routine, especially
as an entrepreneur, I think,dennis, there was a study long
time ago that have the highestsuicide rate because you're
you're a provider and you're anentrepreneur and you have all
this training and being aprovider and absolutely no
training being an entrepreneurand usually people in healthcare
aren't the best salespeople, um, and so there's this stress
(53:31):
level that happens.
But you guys know, similarstudy with with entrepreneurship
is high risk factor for anxietyand depression.
You know, um, adhd, all these,all these different things,
mental health disorders.
So having routine has saved mewhen I didn't have it when I
started, for sure, absolutelysaved me.
I had to hit, go through youknow some dark, you know times
(53:52):
to try to find, okay, what,what's going to work for me, and
and even from a schedule, beingable to hey, let's dial this
back or let's push the gas here.
I think all that is sounderrated at figuring that out,
because it's not just money,money, money, money, margin
margin, margin uh, revenue,right, you know, it's like
what's going to work for us, um,and that's something we Jeremy
(54:14):
and I my co-founder we try tofigure out, and then my wife and
I try to figure out for thepractice, and yeah, so, awesome
Long answer.
Speaker 2 (54:21):
I like it.
Got anything else on thosequestions.
No answer, I like it.
Got anything else on thosequestions.
Speaker 1 (54:28):
No, those, those are great answers.
Where can people find you?
Yeah, so you can find us.
You know instagram tiktok athappy tooth slc.
Um, we got a shopify site withall of our clean, safe dental
products for family at try happytoothcom.
And then we're also on amazonand nice um, or just come down
the street uh mill creek andknock on the door and we'll fix
some teeth killer dude.
Speaker 2 (54:49):
Thank you so much appreciate it.
Thank you guys for having meglad we finally got on your
calendar.
Speaker 1 (54:55):
I don't like doing much outside of just fixing
teeth, spending time with mykids, so it's always hard to get
me out.
I don't think this directlyputs patients in my chair and I
really don't care about thatanymore but, I think there is.
I I feel fulfilled in in thefact that, like I don't know if
there's an entrepreneur outthere or a dentist out there
that finds any value in thisthing and hang out with you guys
(55:16):
, it's great.
If there's anyone that findsvalue, it's, it's worth it.
Speaker 2 (55:19):
So they're definitely thanks for getting me out here.
So we appreciate it, man Well.
We appreciate it, man Well.
Thank you so much.
Thank you, everybody forlistening and tuning in and
we'll see you guys next week.
Thank you so much for listeningto the Unstoppable Marketer
podcast.
Please go rate and subscribethe podcast, whether it's good
or bad.
We want to hear from you,because we always want to make
this podcast better.
(55:39):
If you want to get in touchwith me or give me any direct
feedback, please go follow meand get in touch with me.
I am at the Trevor Crump onboth Instagram and TikTok.
Thank you, and we will see younext week.
Everyone's brother-in-law is a dentist in
Utah.
Everyone in their neighborhoodknows a few dentists, so I
really spent some time trying tofigure out, like what does
everyone else do and how do Inot do that, but still stay true
to myself.
Speaker 2 (00:14):
Yo, what's going on everybody?
Welcome to the UnstoppableMarketer podcast.
With me, as always, is MarkGoldhart, my wonderful co-host.
Mark, how are you doing thismorning?
Doing great.
Speaker 3 (00:24):
Yeah, yeah, all is well, all is well, excited to be
here.
This is two in a week, so yeah,we have recorded.
Speaker 2 (00:31):
We're getting like uh yeah, we used to have like four
in the queue at all times.
Things have gotten busy.
And then we got busy, well, andit was hard, because you'd want
to talk about somethingtrending.
And if you talked aboutsomething trending now and it
went, came out four to six weekslater, later, it wasn't like
you know, yeah, and so it madeit hard, and so now we make
(00:53):
things hard for our producers atfilm lab to like we record,
they edit and they publish andthey probably hate us they
probably hate us for it.
So he, gray grace, who's behindthe camera?
Yeah, you can't see him.
He's like super excited that wehave like we'll have one in the
queue.
So now he can you know.
And a guest.
Yeah, now we have a guest.
Speaker 3 (01:12):
Awesome guest.
Speaker 2 (01:13):
Yeah, this is a guest .
We've been chatting for a while, so if you're listening, if you
see, if you're watching theYouTube, you see him, but if
you're listening, you don't seehim.
But I want to introduce, uh,tyler hanks, who is the?
Uh founder of happy toothpediatrics, which is a pediatric
dentistry, uh, up in salt lake.
Yep, as well as the founder orco-founder of happy tooth
(01:37):
products, yep, yeah, which islike a direct-to-consumer
business that's sellingtoothpaste, toothbrushes and
products care yep, yes, for kidswell, and adults, and adults.
Speaker 1 (01:49):
Yeah, yeah, whole fam .
Yeah, welcome, dude.
Thanks I.
Uh, I need to apologize.
I was looking back at our, our,uh, dms, I think you reached
out a year ago and, uh, it'sbeen a minute I had just been
busy you're busy, something whatdude listen.
I'm a dentist.
We don't work Fridays, well weknow well, we have like.
Speaker 2 (02:10):
I didn't know that you didn't work Friday, is that
like?
Is that how all dentists are?
Speaker 1 (02:13):
seems like it you know, it's kind of why I got
into it.
Yeah, I'm just kidding.
One day off a week, yeah butlook at a dentist man.
Speaker 3 (02:20):
Try to get a Friday appointment.
Friday appointment likeemergencies only Interesting.
Speaker 2 (02:24):
Okay, well, yeah, I, I reached out, but I realized
like it was funny when, when Iwas trying for maybe like a
month or so, and I was likeseeing that this was hard,
that's what hit me, I was like,oh, like you're kind of not our,
you're not our stereotypicalguests, like we haven't had a
dentist, we haven't had a doctor, we haven't like most of the
time it is strictly like a CMOor a like e-commerce founder,
(02:48):
which you are.
But yeah, but I'm guessing themajority of your time falls much
more on the dentistry side ofthings.
You know, definitely.
Yeah, and as I look at my kidsdentists and my kids
orthodontists.
I'm like, how is this?
How are these dentists likedoing this?
Like what would happen if likeI asked my wife a question the
other day.
I'm like what would happen ifthis guy got like the stomach
(03:09):
flu for four days?
Speaker 1 (03:10):
Like great question what happens?
You power through, yeah.
Speaker 2 (03:14):
Yeah, I mean just like working on teeth and I see,
I see 70 kids a day.
Speaker 1 (03:18):
Uh which is which is back down from where I was.
Um was a few years ago andthere is no, and they're planned
out six months in ahead.
You know you go to the dentistand they want you to know your
own schedule six months out, butI'm booked out six months ahead
.
I got to know my schedule, mytime, and so I feel really,
(03:40):
really bad if someone's beenwaiting, you know, six months to
see me or whatever it is, andand I'm sick.
So yeah, yeah we take all themeds and double mask and wash
your hands and go to work dizzysometimes.
Speaker 2 (03:53):
So yeah, it's great so, yeah, I actually feel good
about this.
Like a year is.
I appreciate that, becausebooking six months in advance is
like lunacy, I think wheneverI'm at the dentist.
Speaker 3 (04:02):
I'm like, okay, are you good in december?
Speaker 1 (04:05):
it's like I have no idea like a tuesday in december
at 11 am.
Don't you know your schedule?
Speaker 2 (04:10):
I hope so, yeah but so I guess we're like on your
timeline if we were just out ayear ago, you know you're
getting people six monthsexactly, so it's not actually
that bad if you really thinkabout it.
In fact, it's better because,like, we actually connected and
you gave me a date, maybe liketwo months ago, yeah, so I'm
like I think we're ahead ofschedule.
Actually it's good.
Your patients who listen tothis might actually be ticked.
Speaker 1 (04:30):
It might be yeah, but it's friday, it's friday well,
my kids are patients at hisplace yeah, that is true.
Great yeah, which is that's?
Speaker 3 (04:37):
that's an honor it really is like great well, let's
get in the breathway.
Speaker 2 (04:42):
Work done, that's right speaking, speaking so like
what's way cool is the biggestreason we reached out to you
which, like I said, you are notour typical guest, right as a
dentist, um, but what you don'tknow about Tyler and what he's
done, um, and we'll get a littlebackground on him and all that.
But, like he, I like I knowyou're a dentist, but I look at
(05:03):
you as like you're probably 50,50, a dentist and 50, 50, a
content creator.
Like you have done something sowildly different from anybody
in this.
Uh, like the, is it okay if Ijust say medical space?
Speaker 1 (05:16):
Yeah, healthcare, that's probably better.
Speaker 2 (05:19):
Healthcare spaces.
You just don't see that.
You know, and and I don't knowif that's because there's a lot
of red tape and regulations onthings you can and can't say.
Speaker 3 (05:26):
Maybe Well, there's HIPAA.
Speaker 2 (05:28):
Yeah, yeah, but like you're not.
Speaker 3 (05:29):
You know.
You don't have to talk aboutanybody's identifiable
information.
Speaker 2 (05:33):
Sure, yeah, you're not talking about Julie down the
street whose kid is yeah, Ilive in minute drive for me
probably right.
Well, for from where you are,it'd be closer to like an hour,
so like unless I don't know,i-215 might be a little quick,
but I was like I would like mykids to come to your place
because of your content and andlike I think I showed, you that
(05:54):
and you're like oh yeah, I'mgonna have my kids go there for
this myo therapy.
Speaker 3 (05:58):
Yeah yeah, yeah, because we're already looking at
it at that point.
Speaker 1 (06:00):
Yeah, yeah that's awesome, that's so cool man yeah
, I, I'm humbled by that and,honestly, when, when I decided
to open a spot from scratch inutah um, like that that's I
never thought it would becomewhat it has over the last five
years but uh, that was adecision I made really early.
(06:22):
I don't want to spend money onbillboards, or like, I don't
look at billboards, I don't, I'mnot on radio, you know, I'm not
.
Everything I get from mymailbox I literally write in the
trash.
So, um, everyone's on socialmedia.
I think a lot of dentists andmedical professionals don't have
that.
They don't.
I guess at my core I'm tryingto say is I'm an entrepreneur,
(06:43):
sure, and you got to go wherethe people are.
Speaker 2 (06:45):
Yeah.
Speaker 1 (06:45):
And so, yeah, I never thought it would become
something that I mean, we havepeople literally we had a
patient from London like comesee Dr Kara.
We have patients flying fromlike all over the country to
come see us just from socialmedia and just for dentistry
it's wild.
Speaker 2 (07:03):
It's incredible, okay .
So what inspired you?
Yeah, you say you say like,okay, cool, I'm an entrepreneur
at heart.
Speaker 3 (07:07):
Well, I think, just just to iterate really quick, in
the healthcare space, I mean,almost every dentist is a
private practice, right?
It's like every dentist is alittle bit more on the
entrepreneurial side.
Definitely, yeah, definitelyright instead of, like you know,
like an anesthesiologist is notgoing to be yeah, they're tied,
for example so yep, but I thinkwhat's interesting about your
practice is most, like, here'sthe trouble with dentistry.
(07:30):
Is that right?
Like it's kind of likeinsurance books, like if you own
like an insurance brokerage,like you kind of have a book of
business that you've built overtime, it's really sticky, yep.
Like once you get people,they're just kind of like I'm
just going back to the same old,same old yeah, as long as my
rates and you know the productslike I've been seeing my my
family dentist since I was 12.
Speaker 1 (07:49):
Yeah, yeah, or probably get your patient, sure
that's great.
Look at you, dude.
Speaker 3 (07:53):
Yeah so well, I'm sure you knew that going in
right.
So, if I'm, if you're buildinga business from the ground up,
you either have to like workreally hard to convert people
over most people already areseeing a dentist, yep or you
have to find a niche orsomething which you did.
So I'd love to hear, like howdid you discover this, this
pediatric dentistry, becausethat wasn't even a thing when we
(08:15):
were kids?
Yeah, I don't think did theyexist 20 years ago?
Not, not as many, yeah,probably, but yeah so.
Speaker 1 (08:21):
So pediatric dentistry is just you.
You know another specialty ofdentistry similar to ortho.
You know an orthodontist or,like an endodontist, someone
doing root canals all day or anoral surgeon.
We all go to dental school andthen after dental school, you go
do a specialty.
You know residency.
So I worked in a children'shospital for two years as a
resident specialized in kids,but I never thought during all
(08:43):
my training you know undergrad,all those years of endless books
and and all those things that Iwould ever come back to utah,
because utah is like the worstper capita for insurance
reimbursement for dentists, likewe make the least here in the
country interesting from ourinsurance companies because
there's a dentist on everycorner that's actually true for
(09:04):
most healthcare professionals InUtah.
It's just we're very we all wantto come back here, like we all
go out to school and everyonewants to come back, and I just
never thought that.
Speaker 2 (09:14):
So are you saying that there's like a surplus of
medical students and dentiststudents that come from Utah,
for whatever reason?
Speaker 3 (09:23):
Yeah, yeah Well at per capita, yes for sure
Interesting.
Yeah.
Yeah, and so professionals thatlive here now.
Yeah, why?
Speaker 1 (09:30):
Yeah.
So, like I never thought Iwould I would, I would be back.
But, um, after working for alittle bit with a buddy out in
Oregon and doing some differentdental things, um, I was like,
well, why did I do all thattraining If I can't go live by
family and go live by themountains and ski, you know, and
and and live on the lake?
So, um, I made the crazydecision to I'm just going to
(09:53):
start my my thing from theground up and I have to do it
differently because everyone'salready, you know everyone
already has a dentist.
They like, um, everyone'sbrother-in-law is a dentist in
Utah.
Uh, you know, everyone in theirneighborhood knows a dentist.
They like, everyone'sbrother-in-law is a dentist in
Utah.
You know, everyone in theirneighborhood knows a few
dentists.
So I really spent some timetrying to figure out, like, what
(10:14):
does everyone else do and howdo I not do that?
But still stay true to myself,you know, without you know
selling out or without beingsomebody or not.
And so, yeah, very early on, itwas like most dentists will go
find again anotherbrother-in-law or another
professional that can make thema logo that is their name and
(10:35):
some mountains and you know someteeth or a tooth and you can.
You can think of every dentaloffice you drive by is teeth or
some mountains here.
So met with him.
He's like yeah, you know, um, Ican make you a logo and and
we'll try to try to make it fun.
He's like but, uh, I justworked with this.
These, these, uh designers, uhcalled hood spa.
(10:56):
They're two sisters fromsouthern california.
They usually only do like fontwork for pixar and disney and
they only do huge, you know,startup branding.
He's like they're going to costprobably 20 times what I would
charge you.
Speaker 2 (11:09):
Yeah.
Speaker 1 (11:10):
He's like but it'll be the best decision you made
because you'll stand out and so,like that was the very first
thing I did was invest in my ownbrand, sure, and from there it
was very simple to be me, to bedifferent, and, um, that was a
really cool process, workingwith them and building my brand
and, you know, growing fromnobody knowing me in the area to
(11:35):
people wanting to drive an houraway.
Yeah, yes, it's cool.
Speaker 2 (11:39):
Which is a really cool thing, because I think that
you know, in the e-com space,what's very interesting is is a
lot of people really invest inbrand and so that's almost like
like how do you not not sayingthat you create something ugly
or something you know not boringlike teeth and mountains, but
the hard, the hard part is islike well, a lot of them aren't
(12:00):
starting even that worried aboutacquiring customers, though,
yeah.
Speaker 3 (12:03):
You know, because, it's already a built in, like,
ok, I'll join as, like a juniorpartner at this dentistry and
then, like, I'll eventually takeit over Like it's just, or I'll
create a relationship with achiropractic you know firm that
will then refer me.
Speaker 2 (12:15):
I will refer them because there's some ties there
and you know.
But yeah, I like.
Your first thought process islike, hey, ever everything looks
the same here, if I can have ahappy tooth, that that
represents dentistry but is sodifferent, you know.
I think that's a really coolprinciple.
We talk about this all the time, like right now, like, uh,
(12:37):
starting a company where you'reselling a product has never been
easier right now because ofthings like Tik TOK and Alibaba
and what like.
if I wanted to go start atoothbrush company, I could do
it probably in three months.
Speaker 3 (12:50):
A hundred percent Right now I'm not saying it
would be good, but I could getthe product and I could start
selling and I can start runningads.
Have a website Easily, yep, runsome ads.
Speaker 2 (12:57):
Yep, ai could build that for me, and so it's never
been.
It's never been easier.
And the problem with what'shappening right now is I think a
lot of people have a mentalityof like, oh, I can just do that
and I can run ads the same wayeveryone else is doing.
We all look at like, oh, brandX, y, z is doing it, and so you
chase what they're doing.
But the problem is, when wechase what they're doing, you
just like how are you supposedto stand out when you're chasing
(13:19):
what they're doing?
So I love this like standoutdiscussion love this like
standout discussion.
Speaker 1 (13:27):
I mean, part of that is is because it's easier.
There's so much saturation, youknow, like even just content
creation of, of apart fromstanding out as a dentist, just
being online, like and trying toinfluence anybody on there have
or bring value at all isthere's, there's so many people
doing it and and so, yeah,trying to trying to sift through
that without copying, you know,and we all copy each other, but
(13:49):
like trying to be, you know,original or um yeah have value
that way.
Speaker 2 (13:56):
What, what, uh, so, as you like, kind of start to
figure this out.
Okay, cool, I'm going to investin branding, I'm going to make
myself look like I'm going tostand out, so I don't look like
everybody else.
What, like, did you have anysort of inspiration?
Was there any brand or contentcreators that were inspiring you
to be, for you to like havethat click, to be like, oh dang,
I could do this, like I couldget attention this way?
Speaker 1 (14:15):
It's silly.
Um, gary Vee, yeah, you know,um, love Gary Vee, um, and, and
honestly, there wasn't.
It's not that I was going to begary v or create content the
way he did, but just his like.
Look, we got gardeners onyoutube with millions of
subscribers.
You know making a living off ofdoing, you know making content
(14:38):
off stuff they love so.
But I didn't see anyone in thespace that was, you know, a, a
dentist that I was like, oh, Icould do that.
It was just like, ok, ifsomeone talking about you know
tires can have a ton ofsubscribers, right, I can talk
about teeth and just.
You know, I spent 10 yearslearning about this stuff and 20
(15:00):
years of my life trying toperfect the craft and all that.
You know all these things.
So let's just bring that andlet's bring me, let's just film
myself and see what happens.
Um, and honestly, like I thinkthat's where a lot of people
stop is it seems so easy to postUm, but I remember my first
(15:20):
like time getting in front ofthe camera.
I had to be alone.
I was like I can't do this infront of anyone.
Speaker 2 (15:24):
I had to be alone.
Speaker 1 (15:25):
I was like I can't do this for anyone, like sure.
Sure, I'm gonna go make myfirst um video for for Instagram
for my practice, to introducemyself and and it took me like
an hour to make like a 20 secondclip, like it was so I thought
my voice sounded weird.
Speaker 3 (15:38):
Yeah, I don't?
Speaker 1 (15:39):
I hate the way that I look.
I like it.
You know, and, and, um, and soonce you get over that, like
we're just going to documentwhat's happening and what we're
doing is unique enough that thatat least my space that it has
resonated with so many um,parents and dental professionals
all over it's been neverthought it would be that I was
(15:59):
just trying to get some patientsin the door.
You know, um, and now it'sgrown into a whole yeah, dental
product co and um, crazy.
Speaker 2 (16:07):
Yeah, how quickly did you start to see success when
you started posting?
Speaker 1 (16:11):
Um.
So for me, success wasn't, um,you know, followers or
engagement.
Uh, initially it was, uh, newpatients in the door, like how
many did I did, did we get toshow up?
Uh, new patients in the door,like how many did I did, did we
get to show up?
And so, um, I think the averagedental practice, uh, you know,
healthy pediatric dentalpractice, is getting maybe 70 to
(16:33):
80 new patients a month.
Okay, um, our first monthwithout any spending a dollar on
advertising, it was just socialmedia uh and posting kind of up
to our, our grand opening.
Um, we had like 435 patientsour first month.
Speaker 3 (16:46):
That's so crazy.
And also I don't want toundermine your content efforts,
but you do have a great spot.
Speaker 1 (16:54):
Yeah, but again that went back to branding.
Speaker 3 (16:57):
So I was curious do you think that spot also helped?
You mean like as far?
Speaker 1 (17:01):
as traffic.
Yeah, like you're right on 33rd.
Speaker 3 (17:04):
There's tons of families that take 33rd up to
the freeway and down 80, so yeah, we're on 33rd, is it?
Speaker 2 (17:10):
I know it's right off 23rd and 33rd tell me where,
like rei, mocha salsa is okay.
So close to where, just justwest of mocha salsa, okay, yeah,
okay yep, just down the streetthat's my landmark yeah, mocha
salsa man rip though.
Speaker 1 (17:23):
Yep, yeah, salsa man.
Speaker 2 (17:23):
RIP, though.
Yeah, what is it now?
Speaker 3 (17:25):
Doesn't matter, that's another Mexican spot.
Well, you know it went toHector's, but it was still Mocha
Salsa when Hector had it, andthen now it's, I don't know.
Speaker 1 (17:34):
It's got a drive-thru , though I think still.
Speaker 3 (17:39):
I'm sure it's good burritos from there every now
and again all right um sorry soI'm only bringing up the foot
traffic because, you made twogood decisions like the spot is
really good.
Speaker 2 (17:47):
Yeah, yeah, three good decisions the branding, the
branding the spot.
Speaker 3 (17:51):
So like when you drive, like right, when you guys
open, like I'm this is myneighborhood, like where he is,
like this is like where I grewup.
Um spent my whole life there,like going to breakfast at over
the counter down the road fromyou, and, and so we.
I noticed the day it went up.
It's like, oh, there's that,that's cool.
Speaker 1 (18:08):
Yeah.
Speaker 3 (18:09):
Pediatric dentistry that's cool, sure.
Speaker 1 (18:11):
Yeah, so early on, you know cause we would track.
And that was five years ago,that was five, yeah, 20,.
2020 is, uh, honestly, april2020, I think is when I signed
the lease there and then wedidn't finish construction until
uh, yeah, good timing, right,um, until uh, november.
So peak, peak, covid, like howare you?
Yeah, my kid was two at thetime because I remember thinking
(18:33):
oh, pediatric dentistry.
Speaker 2 (18:35):
Like my kids too like do we need to take them to the
dentist?
You know, like as a dad, I'mlike do we?
Speaker 3 (18:41):
does he have teeth?
That's your first two years old.
Those are gonna fall out.
Speaker 1 (18:44):
Yeah, like we should probably go sometime, yeah, um,
I mean.
So, yeah, early on, like we, wespent a lot of time tracking.
How'd you hear about us?
Um, and for the first, like twoyears, 80 of our business was
social media so awesome.
I love that you're tracking itso yeah, yeah, which again most,
most dentists don't like theyjust throw money at a billboard
(19:06):
or a mailer.
Speaker 3 (19:07):
So you, so you, you said 450.
Speaker 1 (19:09):
Yeah.
Speaker 3 (19:09):
So basically, you would have been the average.
Speaker 1 (19:11):
Yeah, yep, foot traffic and insurance 70, 80.
Yep, yep and so like all thisyeah, all these free.
You know customers came in andand again.
If we can win them over with it, you know they'd like their
dentist.
They're probably going to stayfor a while.
Now my kids grow out of it.
(19:32):
I'm not going to have themuntil they're 40.
You know I'm going to have themuntil they're, you know,
teenage years.
Um, but so I got to continuethat grind of of finding new
patients.
But now we're having adifferent issue of being able to
fit them all in.
Speaker 2 (19:47):
Are you thinking about opening up multiple
practices?
Speaker 1 (19:49):
That's a whole other discussion.
Yeah, yeah, I left Oregonbecause my buddy was growing a
and this is actually whatmedicine did in the 90s.
They had all the private equitycame in and said we're going to
just start buying a bunch ofmom-pa physician practices and
then we're going to throw themall together and be able to
(20:10):
recap and and and just rollright.
Um, and now medicine isbasically just a few large
organizations happening indentistry, um, this and so, and.
And I went out to oregon mybuddy to kind of do the same.
Okay, let's, we got, we gotprivate equity going, we started
to buy a bunch of practices.
And uh, I just kind of realized, like that's, that's not what I
(20:32):
want to do, I want to do my ownthing.
Um, and so, yeah, I forgot thequestion.
But uh, we're, we're along theline somewhere it was more just
it was.
Speaker 2 (20:41):
Are you going to put up more practice?
Speaker 1 (20:42):
Oh yeah, so so the yeah, thank you, thanks.
That's the ADHD kicking in.
The downside with becoming acorporation, especially in
healthcare, is really the onlypeople that it hurts are the
patients.
You end up buying a bunch ofpractices and providers, kind of
you plug and play and you'reyou're really just looking at
(21:02):
profit, margin and and and valueversus what value are we
offering the patients, and we'retalking about kids like I
didn't want to compromise onthat, so so it's really
something I've looked atprobably since I opened my own
was yeah with the success we'vehad where it seemed almost too
simple like we could go and make50 of these all over the
(21:23):
country sure I don't want to doit in the way that all these
dental organizations are doing.
I want a dentist to be able touse the brand, but do it in
their own way and we'll helpthem with all these different
things.
But they have to have ownership.
It can't be a plug and playLike it's your city.
Speaker 2 (21:39):
Sure.
Speaker 1 (21:40):
Your neighborhood.
We want you to own it.
Yeah your neighborhood.
We want you to own it.
Yeah, we'll just franchise itsure um and we've toyed around
that for five years, um, but Ithink, with the way our product
goes going, I don't think I'llfranchise, I don't think I'll
open another yeah we just get awith the dream.
Speaker 2 (21:56):
Yeah, talk to us about the product co line now
yeah.
Speaker 1 (21:59):
So, again, I think it stems from that early decision
of of creating a brand that wasvery much me, and then a space
like it was very easy to createa space that matched that brand.
And then content creation rollsfrom there, like very easy to
create content to a degree ifyou have a beautiful space and
and some fun branding to go withit.
Um, about two years in, uh, ofgrowing on social media and
(22:24):
growing my practice, my my goodbuddy, uh, jeremy Neff, reached
out and said hey, I've been inthe e-commerce space for a long
time.
Like, I think you could create,create a product with your
brand and and have a lot ofsuccess with it.
Um, and so we kind of went tothe drawing board of, well, what
, what could it be?
Um, already a billion types oftoothbrushes out there, or
(22:44):
toothpaste or different things,and ultimately came back to I
have a lot of parents thatdeclined fluoride in my practice
.
Yeah, now the state hasfollowed suit.
Yeah, but it was most of mostof our parents weren't brushing
fluoride toothpaste right, so itwas mine.
Speaker 2 (22:58):
Yeah, so um I grew up taking the fluoride pills
though.
Speaker 3 (23:02):
Yeah, yeah, you grew, though, yeah yeah, that's great
, I'll do like the applicationof it.
I think that's the safest formbut that's all she'll do with
the kids.
She'll take it home and likeapply it.
Speaker 1 (23:13):
I don't know like how it works, but no, it's great,
but that was a concern with alot of my parents.
That we were seeing is is theydon't take fluoride, but they
don't.
They brush with basically justwater.
I mean it's a fluoride freetoothpaste but it didn't have
anything to really supplementenamel rebuild and so you know,
(23:36):
there was a couple hydroxyappetite toothpaste brands out
at the time and we found a localmanufacturer for one of the
biggest, uh, natural toothpastebrands here in utah, sweet and
we we just got the ball rolling.
But but with that branding,with that concept, it became
very like okay, we're gonna makeclean, safe ingredients, uh
(23:57):
products that aren't out there,we're gonna make them look the
same way the dental practicedoes the same way I do, and
we're gonna market them the sameway, yeah and now does the same
way I do, and we're going tomarket them the same way.
Yeah, and now we're the numbersix best selling children's
toothpaste on Amazon.
Speaker 3 (24:10):
So we've been on.
Speaker 1 (24:11):
Amazon for a year and a half and it's just been like
that's wild man Crazy.
Speaker 2 (24:14):
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Dude, you know what I love aboutthis Like so you brought up at
one point.
It's like what's cool aboutdentistry is like you've been
going to the same dentist forthe last 25 years or whatever it
sounds like Now like you.
Like you said, from a pediatricperspective, that can't happen,
(25:17):
but I imagine what happens islike kids stuff is so much more
important to adults than adultstuff is right meaning, like I
go to the dentist.
I used to go to the dentistever, twice a year.
I go to the dentist once everyfour or five years now you know
what I mean.
Now I have really good teethlike I've had one cat.
Yes, yeah, smile, yeah, I'vehad one cavity my whole life,
(25:38):
you know, and I'm convinced thatthe dentist that I went to lied
to me about it.
But he was out on the EastCoast and I was on my mission.
It was the only time I got acavity, so I don't believe it.
Anyways, when were you atHarrisburg Pennsylvania?
Speaker 1 (25:53):
Yeah, I don't know.
Speaker 2 (25:55):
So, but anyways, the lung.
So what I was saying is like Ibet you get a lot of referrals,
like I bet that that is superstrong.
Oh, you got to go here becauseof X, y, z, um, and then the
people who the kids, like yourkids, who go there are going to
then have their kids go there,right, so anyways, the longevity
of the patient is huge, as longas the product's good.
(26:16):
The other thing about whatyou're doing right here with the
product co is the longevity.
I bet the lifetime value ishuge and I say that as somebody
who has been a.
So I was a quip, you know, I wasa quip customer, like probably
six months into them being inbusiness, which is probably 10
years out now, maybe eight to 10years.
(26:38):
I am still a quip owner andit's probably things that are
much better.
Your stuff is probably.
Now I don't do their toothpasteanymore because I do something
more natural.
They don't do that but I dothere.
What do you use?
By the way, I am a xylitol guy,okay, you know, tall toothpaste
like a.
Speaker 1 (26:54):
You know, I came so unprepared I should, I should
have had all sorts stuff.
You guys.
Will make it happen.
Round two is uh, I'm gettingbiome, what's that?
Speaker 3 (27:01):
called biome.
Yeah'm getting biome.
What's that?
Speaker 1 (27:04):
It's called biome yeah, I know biome.
Yeah, I don't know what's in it.
Speaker 2 (27:08):
My wife does the Just Ingredients one, yeah, just
Ingredients is great.
Yeah, yeah, the powder.
Yeah, she does the powder.
I hate it Every time she putsit.
Speaker 1 (27:16):
I'm like this is so gross.
What are you doing?
Assistant?
Uh, basically, and my and herassistant um your assistant's
assistant, my, yeah, myassistant's assistant.
Yeah, we got bougie, we got somany things going on, but, um,
both of them got stolen from meuh, like two months ago probably
, that's when I took over my dmsand that's when this happened,
(27:38):
yeah, um, and so you can thankme for being here, but, but you
can we'll blame her for.
but like they both worked forhappy tooth and and and created
our content with me and we did abunch of fun stuff and and I
can't compete with these amazingsoftware companies, and so, uh,
and one got stolen by the Utahjazz.
So it's it's cool to have abrand, but it's tough to keep um
(28:00):
, talent.
Yeah, yeah, and so usually theywould have stuff for me to give
, and I'm sorry.
Speaker 2 (28:06):
Yes, I came unprepared well, but but, like I
said, what I like about this isbro, you got all the time I
have to buy some at the officeno, I need to give you guys some
good stuff now he's getting hisexpander taken off
Speaker 3 (28:17):
next week.
That's awesome.
So they'll be in there nextweek.
I'll say go pick up sometoothpaste or we can just buy it
online.
Speaker 2 (28:23):
A couple clicks here and there yeah, I think, if we
spend over 46.
Speaker 3 (28:27):
I saw it's weird I'm in e-commerce but I like
actively try to avoid buying onamazon no, not amazon.
Speaker 1 (28:33):
Well, yeah, shopify.
We're gonna shop my sitecomyeah, try happy toothcom.
Speaker 3 (28:36):
yeah, but that's three day shipping, right?
Ah, probably probably not inutah so I'm yeah, our stuff.
Speaker 2 (28:43):
Pick it up, all right .
Well, anyways, you have to.
Speaker 1 (28:46):
I'm assuming you sell it in the store.
So we did for a minute and nowall of our stuff just gets sent
straight to our warehouse.
It's coming off our shelves.
Speaker 3 (28:53):
I guess we got to wear online.
Speaker 1 (28:54):
Ok, well, we always have some that I would.
I would give her.
Yeah, ok, yeah, we give.
So that was another cool thing.
Early on I was actually buyingQuip brushes and they would give
us toothpaste for my patients.
I wanted that patient loyaltyto be really strong.
We opened up and now we've beenable to replace all those cheap
(29:14):
and crappy dental products thatyou get when you're a little
baggy, when you're a dentist,with Happy Tooth products, so
it's all your product.
We give them a little HappyTooth shoe box, like a little
mini one, because I like shoes.
You're a big shoe guy, right?
Yeah, yeah, I like shoes, Iwear them all.
Not a collector, but, um, nooffense collectors.
But yeah, we give every kidtheir own little black happy
(29:35):
tooth shoe box and then it's gotall of our products in there
and stickers, yeah it's.
Speaker 3 (29:39):
It's fun, kids like it so to to pivot a little bit,
because, because we're talkingabout this, how do you, what
have you learned about marketingto parents?
Right, because when you'reselling kid products, kids
aren't buying it rightEspecially something like
toothpaste.
Speaker 1 (29:53):
Yep.
Speaker 3 (29:54):
So what have you learned with your dentistry?
That's also converted over tothe product side of how you talk
and relate to parents, eventhough it's a kid product.
Speaker 1 (30:03):
Yeah, so I mean, now our products have grown to
include the whole family, butthat that is a very it's an
awesome question, because thatwas a concern even opening my
practice and then openinge-commerce brand.
Is kids not seeing this content?
Um, it's not making thedecision to come in and and uh.
So we have to appeal to parents, you know, moms yeah, yeah.
(30:26):
Ages 20 to 40, um or so, and sothat was kind of our target
market.
Um.
And yeah, I think the practiceof posting every day for for my
practice, um kind of grew thismuscle of okay, we know what, we
know what moms like, we knowwhat parents like, we know how
to kind of get their attentionand that just kind of has very
(30:48):
organically transferred into, uh, what we're doing with our, our
product code.
Speaker 3 (30:53):
Without giving away any secrets.
What is it that gets a mom'sattention?
Speaker 2 (30:58):
That's a great question that mug, the mustache
and the mug.
Speaker 3 (31:02):
That's just a handsome face.
Speaker 2 (31:04):
Who's the country singer right now that is going,
is it Riley?
Do you know who I'm talkingabout?
Speaker 1 (31:09):
Waylon Morgan.
I got called Morgan Waylon bygrandma the other day at my
practice.
Speaker 2 (31:14):
I think it's like Riley Green or something like
that.
He's got a music video that'slike very saucy and he's got
like I thought you were sayinglike doppelganger.
He and he's got like I thoughtyou seen like doppelganger, like
he kind of looks like me.
He's got like.
He's got kind of like you knowlongish.
I know your hair's not likesuper long, but it kind of has
that like well flow to it andit's got the flow to it and he
puts the cowboy hat on and he'sgot like a fresh mustache, like
(31:35):
you do that was me the othernight at Post Malone.
Yeah, yeah, and it's a verysexy look right now I?
Speaker 1 (31:40):
I want to say it's oh , the mustache.
Speaker 2 (31:42):
Grace will have to look it up.
Speaker 3 (31:43):
Look at the country singer Is the mustache making a
comeback with the ladies, ohyeah.
Speaker 2 (31:46):
I think it's Riley Green country singer Tom Selleck
.
But girls are fawning over thismusic video right now Hilarious
, that's amazing Because it's alittle spicy and he's a hunk.
Speaker 1 (31:56):
So besides, your yeah , besides this ugly mug.
Speaker 3 (32:01):
What is attracting and how do you talk to moms Like
what catches their attention?
Speaker 1 (32:13):
Man, like that's something that I've been really
thinking about over the last fewmonths, as I knew my two
assistants were leaving and like, do I want to hire people to
continue to help me do that, oris the landscape shifting?
Do I want to hire people thatcan continue to help me do that,
or or is the landscape shifting?
And I feel like there is likethis, this shift, and and I'm
I'm trying to grasp what it isand and ultimately, I don't know
how much I care for my practice, but the product, of course,
(32:36):
and so that's something that I'mthat I'm still trying to figure
out, I think, and you can'tstop trying to figure out, I
think, and you can't stop tryingto figure out what's going to
grab attention.
I think, uh, early on, likefrom from my experience it was,
and every time I go speak atconferences or dental schools,
it's like branding, branding,branding, find a brand that that
is so you know, and and again,you guys, that is e-commerce is
(33:00):
like having a brand that thatjumps out.
Speaker 3 (33:02):
Um, and so our content was although you'd be
surprised how many people arescared to do that.
Speaker 1 (33:07):
Right.
Speaker 3 (33:07):
Right Like everyone everyone like as much as you
need to.
Most people want to blend in.
Speaker 2 (33:12):
Hence why we had that's why we want you, that's
why we voted you on, but like.
Speaker 1 (33:15):
I think just I mean, a hook is we're that first.
One or two seconds iseverything right.
And so I think, very quickly,our bright colors or our you
know mural wall that says biteme, or us being in our
basketball court, or us mehaving dental loops, but looking
this way is like this is who'sthis guy?
Speaker 2 (33:36):
yeah, he's a dentist, if you're listening to this.
He is not your like typicalclean, shaven, button up like.
He's got sleeve tattoo herehe's got a mustache.
He's wearing a beanie, like isyou're not your stereotypical
dentist by any means yeah,barely.
Speaker 1 (33:56):
I'm just a kid's dentist, though, you know, and
everything I do falls outanyways.
So, um, no, but um, which wasalso an interesting thought
early on, is like I'm comingback to Utah, um, every day, you
know what?
Every day.
Like you could paint a pictureright now of every single
dentist in the Valley, right, um, and I'm a kid's dentist.
Like how are parents going totrust this?
(34:18):
Uh, but, but getting back tocontent creation, like that that
stands out and I and I don't dothis for anyone else, but I
think that's part of what'sworked is like I dress the way
that I want and I think it.
It actually works for kids.
They like it.
They're scared of scrubs or thewhite coat.
I'm still scared of going tothe dentist.
Speaker 2 (34:37):
Or just makes them look like dad.
Speaker 1 (34:39):
Yeah, yeah, exactly, that's kind of how I feel.
Speaker 2 (34:40):
It's like you look like my dad.
Speaker 1 (34:42):
So often mom's like look, he's got shoes, just like
dad.
Speaker 2 (34:45):
Or look, he's got a.
Spider-man tattoo just like dador whatever it is.
Speaker 1 (34:50):
And so that is an awesome barrier.
And then the other side ofcontent creation is you got to
find beyond the hook, you got toreally bring value, and so for
me that's easy.
I spent a long time learningabout teeth and so bringing
value, uh, is, you know, I havepeople come to see me for the
(35:12):
things that I've learned or cando, I guess.
Uh, not that I'm, it's justteeth.
We're not, I'm not a heartsurgeon, chill out.
So but um, and then you gotta,you gotta provide that value in
so many different ways, likefrom from when real, like I
think my practice opened whentiktok was becoming something
totally 2019 20.
Yeah, right um, and so it'sevolved so much from I'm gonna
(35:35):
get on and do a behind you know,behind the scenes.
I'm gonna get on and and talkabout this and that, and now
it's it's, it's, it changes sofast, um.
So that's something that I'mI'm always trying to figure out
is how do we continue to graspattention and not just be this,
not just get lazy with okay, weknow this works, let's just keep
doing that because it doesn'twork.
(35:57):
You know, over time it fadesout, um, but there's core
principles that work and yeah,can I?
Speaker 3 (36:02):
can I like give a little diet, like I'm just going
to dissect it a little bit?
Speaker 1 (36:05):
Yeah, yeah, let's get into it.
Speaker 3 (36:07):
Well, I don't think you're giving yourself enough
credit.
Maybe some of this was justnatural and it just happened,
but what it is is when you'retalking to moms about their kids
.
You have to be an expert aboutwhat you do, but it's the
juxtaposition right of the, thewisdom right, but you're also at
the level, like you're comingdown to the level of a kid.
(36:29):
Yeah, so like that's what thatdoes for moms, is it says, hey,
they know what they're talkingabout, but it's interesting,
right, it's kind of like whenthere's a whole thing about this
, like when people at differentcultures like pick up something
like in the in another culture,right, like Japanese people
playing country music, right, islike more interesting than
(36:54):
seeing people in Kentucky playcountry music, totally, yeah,
yeah, on social media, for sure,right, cause it's like a.
That juxtaposition of, yeah,wait, what Like you guys are
that interested in that, likethat's interesting.
So it's like, hey, loose, cool,normal guy, yeah, but oh,
that's interesting, like he'sactually a real dentist, you
know.
Speaker 1 (37:11):
Yeah, yeah.
Speaker 3 (37:11):
So that juxtaposition , but then also coming down the
level of the kids, where it'sfun, right, so a mom can start
seeing, oh, it's such Like theydon't want to open their mouth,
like it's always a fight.
Yeah, so now it's anenvironment where they can go in
and be stoked way more loose.
(37:32):
Yeah, right.
So like I don't know if youactively tried to alleviate that
anxiety, because that's thestress of the mom, right Like
what you're solving for her isthe pain of taking my kid to the
dentist because it's sterileand it's like, oh, like they
can't run around either.
Like there's no room for thekid, yeah, or you opened it up,
you have room for the kid to run, so the mom doesn't have to
(37:52):
worry about like hey, sit down,don't move.
Speaker 1 (37:56):
Like it's our turn.
Definitely, I think I think Ihad some things going for me in
the fact that you werementioning when I have a tooth
hurt me, I'm not going to seethe dentist for a year.
I'm going to wait on that toothfor a year.
When your kid complains of toothpain, you're the next day,
right, so I have that going forme, right, but, but from um, the
other side of things is, um,they could go to the dentist two
(38:18):
doors down or, you know, 10minutes down or an hour away.
So, um, yeah, or an uncle, yes,exactly right, especially here
in utah.
But, um, I don't know if it'smy old, my own like childhood
traumas or my own likeexperience of the dentist, but
like, I tried to spend, um, youknow, like be as a child walking
(38:39):
into my practice and trying tosmell and feel everything that a
dentist office is, and not bethat, because that's terrifying,
you know.
So we tried to create achildren's museum.
In the front it's got a slideand a light, bright wall and a
big mural that says bite me,which some parents find
offensive, but I think it'sfunny.
So we got a basketball.
Like it doesn't look or feel orsmell like a dental office.
(38:59):
Um, we wanted the same with ourproducts, like I didn't want a
tube of toothpaste that was blueand white or blue or white, and
red, like the two main that wesee at the grocery store.
Um, and now I love there's a lotmore color and exciting things.
Uh, with dental products it's,it's becoming, and again I
didn't want the other side of it, which was Disney, or you know
(39:21):
like they try to market to kidswith a little more on the cheesy
side and it was like like we'renot marketing to the kid.
We need to create a productthat kids will like, but we got
to market to the parents, so Iwanted something aesthetic,
which I knew my practice wasyeah, yeah.
So, um, so we had to create aproduct, product that appealed
to mom's safe, clean ingredients, you know, locally manufactured
(39:42):
, um, and that the colors werestill fun enough for the kid but
ultimately appealed it's goingto be, you know, for the mom,
it's going to be on their, theircounter Right.
And so I hate seeing no offenseto, like frozen or, you know,
just like all those toothbrushesand toothpaste, I'm like this
is so annoying, like my, butthat's that's work.
Like kids and parents alikelike the product for their own
(40:05):
reasons, different reasons, andthat's been a fun thing to
navigate and play with.
Speaker 2 (40:12):
I like this question because this can fit into other
people.
Like there's a lot of peoplewell, you know the metric to
this.
I always forget it.
But like is it?
80% of all household decisionsare made by mom.
Speaker 3 (40:23):
Yeah, something like that.
Speaker 2 (40:24):
Maybe even 90%.
Yeah Right, like householdpurchases?
Yeah, so I think mom makes, andhousehold purchases are
anything from food to toothpasteto clothes now dads will buy
the stuff, but the decision,like the, person who's deciding
is mom like.
Speaker 3 (40:39):
I often go to the grocery store, but I am there
with a list right from a hundredpercent my wife like she's the
one that's saying so, do this.
Speaker 2 (40:46):
We're like go to Costco, grab me that right so
the reason why I like thisconversation is because we're
talking about it from a dentistperspective.
But the principles are liketrue for anybody who's selling
100, right?
We realized really early.
So we used to be, uh, you know,part of a, a bigger brand here
in Utah that was selling diaperbags to moms.
And we realized really early onis that, you know, we never
(41:08):
wanted to get into the Disney,for you know patterns, frizzy,
fluffy stuff Um, because thediaper bag, though it was meant
to be an accessory to help thebaby Mom was wearing it.
It needed to be an accessory formom, yep, and it's the same
(41:28):
thing with kids clothes, right,even though the kids wearing it.
Guess how you like, likeparents especially, like I've
got three kids, I've got a 12year old, a 10 year old and a
six year old and when my kids goto school, it's a reflection,
at least I, of how their parentsare going to think of me.
So my son, like he's alwayslike, this is him.
(41:50):
This is not me pushing it onhim, by the way.
He's always wearing Jordans andhe's always got like a retro 90s
basketball jersey.
Speaker 1 (41:59):
So he's wearing like an Iverson jersey or he's
wearing like a Ken Griffeybaseball jersey or something
like that and I'm like, ok, cool, he's going to go to somebody's
house and they're going tothink that, like, oh, that's
gotta be a cool dad, or that'syou know, it sounds stupid, it
sounds so stupid but like thatis how it is Right.
Speaker 2 (42:13):
So when you're marketing girls clothes, you're
marketing to the mom like she'sgot to be, like okay, that's
going to look cute on her andthat's going to you know whether
, whether we, like it, won'tfight it either.
Speaker 1 (42:24):
Like it's very true, but you got to find a way to
yeah, of course, make it goodfor the kid too right,
especially with with kids, likethey're with young kids, I think
, because my I got a 13 year oldhe turned 13 yesterday, but
like for a long time of his, ofhis life, and I have four sons,
but, um, it's like they're you,they're, they're an extension of
(42:45):
you, right, right, like you'resaying, and so you have to
appeal to the parent ineverything that you're doing
there, and it takes us a whileas parents to kind of separate
like wait, hold on, they'retheir own person, they're not me
, even though it feels like myheart's out there walking around
and I clothe it and I want itto look a certain way and do a
certain thing, like that's ahard thing to separate, but in
e-commerce world like you canuse that your advantage and you
(43:07):
know in so many ways.
So totally.
Speaker 3 (43:09):
Well, there's also a lot more control, from zero to
10.
Yeah, yeah.
Right, yep, like once they hit10, it's like good, good luck.
You're going to have a lot offriction in your house.
Speaker 2 (43:19):
You're trying to dress your kid.
So true.
Speaker 3 (43:22):
Even like seven or eight, it's like starts growing.
Like you know, we don't dressour.
We haven't dressed our oldestin a long time, yes, and we
don't even dress ourfive-year-old.
But you know, yeah, he's.
He only has what he has tochoose from, which is our stuff.
Yeah, I don't.
Speaker 1 (43:37):
I don't dress them, but I make sure.
But you dress them, yeah, but Idress them but I put what's in
their closet for sure.
Speaker 2 (43:44):
Yeah, Every now and then you give like that's how we
were, every now and then likeour.
We gave our kids like a couplecheesy things that they like
would pick that You're like.
Oh, I hate it when you wearthat, but you're happy, so I'm
happy just as long as that's.
That's not what you're wearingto the party the girl little
girl's party you're going to onSaturday, saturday morning or
something like that.
Speaker 3 (44:02):
Dude, my five-year-old always wears
orange shorts and a red shirtand it drives my wife nuts, it's
great.
Like the orange and the red.
Speaker 1 (44:12):
It's a good combo, Like oh, start of the rainbow
Great.
Speaker 2 (44:16):
Horrible.
Well, I've got some questions.
I've got some like I was justthinking about this just because
of what you do, right From theentrepreneur perspective, as
well as the content creator.
Speaker 1 (44:30):
So this of what you do, right from the entrepreneur
perspective, as well as thecontent creator.
Speaker 2 (44:32):
So this is like the uh, let's call it overrated or
underrated.
Cool, right, so you give it anoverrated ready and if you can
think of any others, you feelfree to toss them in here.
Um, all right, let's go with uh.
So a lot of these are going tobe around content, but let's go
being the face of your businessoverrated, underrated man,
that's such a good question.
Speaker 1 (44:48):
Um, I am the face of both my businesses, so I have to
say um underrated, but I reallybelieve that there it can be um
overrated, okay, um, how'sright?
We're trying to have me not beum to for for the product co.
Speaker 3 (45:09):
Um, um this is what everyone says, by the way, yeah
okay, okay.
Speaker 1 (45:13):
So I'm not like some unique cool like eventually you
don't want like every businessowner doesn't want to have to
rely on their face.
Speaker 2 (45:19):
They get really nervous, right.
How can you sell it if you'rethe face?
Speaker 1 (45:21):
yep that's a big thing and which is why I didn't
name the spot.
Uh, or our products dr hankstoothpaste.
You know um we want to exiteventually.
Um, hopefully soon.
I'm just kidding, but um alwayslooking um, yeah, so and that's
with underrated on that one.
Yeah underrated is good.
Yeah, I like it or maybe we'llsay a face having someone's face
(45:43):
yeah, like you want, and Ithink it's still evolving, but
you want, you want a story.
You want to be able to tell astory, and I think it's very
easy to connect with the person,yeah, when the story's being
told.
Speaker 2 (45:56):
So I like it all right.
What about posting every dayoverrated, underrated?
Speaker 1 (46:00):
underrated yeah like it definitely like come.
I mean, I can't even count howmany times we over the last five
years have spent time thinkingthis is funny, this one like
people are going to like thisand we spend an hour and a half
on it and then another two hoursediting or whatever, and I
(46:20):
don't edit.
So they spend hours editing andit gets 10 likes, you know, or
the one that we put togetherwithout even thinking.
It's like, hey, we haven'tposted a let's, this is good,
let's throw this together.
And it gets 8 million views.
It's like okay.
So it really is like keep your,keep your um line in the water,
sure, um at bats.
(46:41):
Yeah, get your at bats.
Um, cause, you don't know,there's quite a bit of luck
involved with what goes viral.
What gets people going.
This one's kind of similargoing viral, overrated,
underrated man nuance thereOverrated to an extent, but if
(47:04):
you can keep that momentum going, I think it.
Um, the cool thing is a lot ofour biggest days in sales for
e-commerce go, or when we had ahuge, a huge post go viral, the
post wasn't about our productsbut other stuff and people saw
the brand and were like wait.
And in the comments they'reasking well, okay then what
toothpaste?
Or okay then what?
(47:25):
What do you recommend for this?
Like that's where we get a tonof sales as well.
So both yeah, like you can'trely on the viral posts, but um,
and they don't really turn intomuch often.
But but, um, if, if you can getlucky and be creative enough, I
think I think they can.
Speaker 2 (47:40):
I like it.
Okay, uh, building in public,meaning like documenting what
you're doing, hmm, overrated,underrated.
Speaker 1 (47:52):
Depends how you turn that into uh, content.
So like filming while you're inpublic, I think is great, feel
like film document as much asyou can, but how do you turn
that into content that peopleare actually going to watch is
the key.
So, uh, I think it's underrated.
Like keep the camera going,which I usually have yeah again
(48:13):
two or three people here, yeah,filming, getting b-roll, yeah,
your role is so such an easy wayto create content of me out
doing all these different things.
Speaker 2 (48:22):
And then we post like brush your teeth and put all
you know like, yeah, that's whywe have great.
I don't know if you saw him.
Speaker 1 (48:28):
He was filming all right, like he came in here and
just like took a couple shots,so yeah I like it uh.
Speaker 2 (48:33):
What about like um entrepreneur groups?
Speaker 1 (48:39):
great question overrated under.
I'm not in any okay, um, but mypartner, I think, is in all of
them.
Okay, uh, yeah, jeremy Neff, um, so my co-founder, um, so
that's my answer.
Speaker 2 (48:52):
Um.
Speaker 1 (48:53):
I think he, I think he gets a lot of value.
Speaker 2 (48:54):
He would say underrated.
Speaker 1 (48:55):
You would maybe say I'm going to lean with him.
Underrated, yeah, yeah.
Speaker 2 (49:00):
All right, I mean in the same group, in the same vein
.
Then networking groups a littlebit different right.
Entrepreneur groups are where,like, you've got a set amount of
people that are all foundersand they're the only ones who
can be in it, whereas anetworking event could be
anybody.
Speaker 1 (49:14):
Yeah, but maybe I'll say underrated for like a
specific, like entrepreneurgroup, and then overrated for
for for networking things yeah.
I think, um, we've actually likewe bootstrapped our entire
e-commerce company and so that'sbeen, and now trying to sustain
year over year growth three orfour years in a row is like, how
(49:34):
do we keep doing this?
Just him and I, and.
But I think having a group likethat to lean on and to know
what things to look for, youknow, when we're trying to exit,
or whatever maybe is has beenhaving people that have done it,
it's been helpful Cool.
Speaker 2 (49:48):
Cool, We'll go a couple more Company culture
overrated, underrated.
Speaker 1 (49:54):
Underrated.
Yeah, why Everything?
Yeah, I mean everything ismarketing.
Right, like, branding is thefirst thing, but everything is
marketing, and so if yourcompany culture is crap, it's a
reflection of you, same as yourkids, sure sure you know like,
and no offense to parents outthere and kids, but like you
(50:17):
know what I'm saying, that if Idon't know.
We know some kids are kind oftheir own thing, yeah right, but
like, and some employees kindof do their own thing.
But if you don't have thatculture, where, where, like I
don't know, we all have thisintuition, like this feeling of
of people's vibes, whatever itis energy, and it's like if the
energy is off, whether you'regoing through their content or
(50:40):
you're looking through theirwebsite or you walk into their
brick and mortar like you.
Just doubt plays a big.
Like is a big factor in whetherwe buy or not.
Like is this is this legitcompany, is this you know?
And so yeah, that the cultureis is everything.
It can be comforting, it can befun and exciting, or it can
(51:01):
just be boring or create doubt.
Yeah, so yeah.
Speaker 3 (51:06):
I like that because I think we talked about this the
other day is everyone thinks abrand is your logo, and I think
that's the start of a brand, butwhat your brand really is is
how much trust you have.
Speaker 2 (51:23):
Right For whatever you're doing, what people think
about you.
Speaker 3 (51:25):
Yeah, so like if they trust you, if you've built
trust around whatever you'redoing, what people think about
you.
Yeah, so like if they trust you, if you've built trust around
whatever you're doing, then youhave a brand.
Yep, right, like a lot ofpeople think they have brands
they don't like, you have a, yougot a cool logo you have a cool
logo and that's the start,right like you have to start
somewhere.
So we're not saying that hooklike you said, you started with
the hook, like you startedbuilding something, but you
didn't have a brand on day one.
(51:46):
No, but now you have a brandbecause you've built trust over
time.
Speaker 2 (51:49):
Once you have people coming back, right, yeah, that's
really when the brand startsand a culture is a reflection of
that trust especially for abrand like yours right yeah that
people are seeing on a sixmonth basis yeah, six months.
Speaker 1 (52:00):
Or online, yeah, yeah , um sure, and then you like,
and then you gotta have aproduct that that matches that
culture and you have productthat brings value.
So totally you know.
Speaker 2 (52:11):
Yeah, I like it.
Okay, We'll go one more lastone here, just because this is
such a hot topic in the likeentrepreneurial space,
especially online morningroutines.
Overrated, underrated overrated, overrated.
Speaker 1 (52:22):
Yeah, um, overrated, overrated.
Speaker 2 (52:24):
Yeah, I like it.
Speaker 3 (52:25):
Yeah, Um no, no, 4am ice baths for you.
Speaker 1 (52:36):
No, that's so funny.
Yeah, um, no, man, I like we'reall different.
Like some people are night owls, some people are morning people
, and to put yourself intosomebody else's box is is
probably not going to work foryou, um, and so I don't have
morning routine.
I wake up at eight o'clock andI'm seeing patients by eight 30,
you know, um, that is what itis, um, but I stay up late and I
(52:57):
I get a lot of stuff done lateand you know I kind of I work
out late, you know, um, so I ha,we all have routines, but I
think, ultimately, having aroutine is not, I think, is
underrated, sure, but like,specifically, morning is, I
think.
Speaker 2 (53:09):
Yeah, you don't see the hot fuss.
Speaker 1 (53:11):
Yeah, but if you don't have a routine, especially
as an entrepreneur, I think,dennis, there was a study long
time ago that have the highestsuicide rate because you're
you're a provider and you're anentrepreneur and you have all
this training and being aprovider and absolutely no
training being an entrepreneurand usually people in healthcare
aren't the best salespeople, um, and so there's this stress
(53:31):
level that happens.
But you guys know, similarstudy with with entrepreneurship
is high risk factor for anxietyand depression.
You know, um, adhd, all these,all these different things,
mental health disorders.
So having routine has saved mewhen I didn't have it when I
started, for sure, absolutelysaved me.
I had to hit, go through youknow some dark, you know times
(53:52):
to try to find, okay, what,what's going to work for me, and
and even from a schedule, beingable to hey, let's dial this
back or let's push the gas here.
I think all that is sounderrated at figuring that out,
because it's not just money,money, money, money, margin
margin, margin uh, revenue,right, you know, it's like
what's going to work for us, um,and that's something we Jeremy
(54:14):
and I my co-founder we try tofigure out, and then my wife and
I try to figure out for thepractice, and yeah, so, awesome
Long answer.
Speaker 2 (54:21):
I like it.
Got anything else on thosequestions.
No answer, I like it.
Got anything else on thosequestions.
Speaker 1 (54:28):
No, those, those are great answers.
Where can people find you?
Yeah, so you can find us.
You know instagram tiktok athappy tooth slc.
Um, we got a shopify site withall of our clean, safe dental
products for family at try happytoothcom.
And then we're also on amazonand nice um, or just come down
the street uh mill creek andknock on the door and we'll fix
some teeth killer dude.
Speaker 2 (54:49):
Thank you so much appreciate it.
Thank you guys for having meglad we finally got on your
calendar.
Speaker 1 (54:55):
I don't like doing much outside of just fixing
teeth, spending time with mykids, so it's always hard to get
me out.
I don't think this directlyputs patients in my chair and I
really don't care about thatanymore but, I think there is.
I I feel fulfilled in in thefact that, like I don't know if
there's an entrepreneur outthere or a dentist out there
that finds any value in thisthing and hang out with you guys
(55:16):
, it's great.
If there's anyone that findsvalue, it's, it's worth it.
Speaker 2 (55:19):
So they're definitely thanks for getting me out here.
So we appreciate it, man Well.
We appreciate it, man Well.
Thank you so much.
Thank you, everybody forlistening and tuning in and
we'll see you guys next week.
Thank you so much for listeningto the Unstoppable Marketer
podcast.
Please go rate and subscribethe podcast, whether it's good
or bad.
We want to hear from you,because we always want to make
this podcast better.
(55:39):
If you want to get in touchwith me or give me any direct
feedback, please go follow meand get in touch with me.
I am at the Trevor Crump onboth Instagram and TikTok.
Thank you, and we will see younext week.
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