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RADIO AND NEWSPAPER ADS WRITTEN BY THE RADIO AND NEWSPAPER PEOPLE Radio and newspaper ads can be very effective. But, in most cases, you are wasting your money unless you have your ad written by a proven-effective, highly skilled, direct response ad copywriter. HINT: Such people are not employed by the radio stations and newspapers! Sure, they may offer you free ad creation … the only reason they do is to help them sell more ads. If the folks who work for the local radio and TV stations were actually quality ad copywriters … they would not be working for the local radio and TV stations! and I’d be happy to introduce you. It’s not cheap, but, in copywriting, you get what you pay for. Of course, even the best copywriters can’t guarantee you’ll get results from their ads. But you’re more likely to do well with an ad copy pro instead of allowing the station, newspaper, your team, your cousin, or your mother to write your ads for you. If you would like an introduction to a solid direct response copywriter, shoot me an email ADS ASSOCIATEDWITH YOUR LOCAL HIGH SCHOOL SPORTS TEAMS Hardly a high school sports season goes by without the Gems Team hearing from members asking if they should purchase an ad sponsoring their local high school team. It’s always the same … it’s so inexpensive, e.g. $750 … I’d only need a few new patients from the ad to make it worthwhile. They’re willing to put their name or logo on the right or left sleeve of the players’ jerseys or in the program of every football game, etc. The simple answer to this question is YES, by all means give them the money but only if you want to sponsor the team, NOT because you “hope” it will help your new patient flow. If you are clear regarding why you’re giving them the money, then even if you don’t get a single new patient from the venture, you’ll still be happy since the primary (only) reason you’ve taken part is to sponsor the team. If you happen to get one or more new patients from it, consider that to be “found money.” THE PRODUCERS OF OPRAH ARE ON THE PHONE ANDWANT TO SPEAKWITH YOU. One time my team took a call from a guy who said he was a producer of the Oprah Winfrey
Show (back in the day when Oprah Winfrey did have show on a major network station). My staff was so excited that they interrupted me during patient treatment to answer the call. It took me nearly 10 minutes (patient waiting in chair, mouth open, saliva ejector sucking most of the water out of her body) to finally figure out IT WAS A SCAM. We were at the point where I was about to fly out to Chicago to film a five-minute “segment” ... and then he told me I pay for my own flights … and hotel ... and oh ... add just another $8,500.00 to cover their "production" costs. "When an ad 'opportunity' walks in through your front door (or calls, or emails you) … i.e. you didn’t seek them out based upon a solid referral, it’s likely an opportunity you could (and should) pass." You can imagine how furious I was. Of course, I should never have left my patient to take the call. But if your team told you the producer from Oprah was on the phone … could you resist? After he told me I’d be paying for this, I pushed, and he changed his story. Says my staff misunderstood. He swore he never said he was a producer from the Oprah Winfrey Show, rather, he says he told my office manager that he was a producer, filming a segment (read advertisement) which would air during the Oprah show! Snake! I only lost 10 minutes with a patient. These guys were so slick I’m certain there must have been a long line of Dentists who bought what they were selling to the tune of tens of thousands of dollars lost. STEPS YOU CAN TAKE TOMINIMIZE YOUR RISK 1. Ask your Personal Gems Concierge and/or Gems Coach. Maybe one of my team members knows of the company or type of opportunity you’re considering, maybe not. Either way, it’s worth one email or a phone call to find out.
2. Use the Gems Family Forum to ask your colleagues.
As a Gems Family Member you are welcomed (encouraged) to use the
members’ forum. Ask your colleagues, our Gems Family Members. Chances are another Dentist may have worked with or at least have knowledge of the company or type of ad “opportunity” you are considering.
3. Ask for a list of 10 Doctors with whom they are currently working.
If my Gems Team and I don’t know anything about the ad folks with whom you’re considering working, and your post on the Gems Forum goes unanswered … then, at the very least, you should require they send you contact information for a minimum of 10 other Dentists with whom they have worked within the last six months, references you can call have a conversation with. HINT: If they tell you they would like to accommodate your request but, due to privacy issues, they are unable to share such information, run, don’t walk, away from this “opportunity!” If you want more new patients and you’re considering advertising to increase your new patient flow, invest time learning everything you can at InsidersCircle.com in the Advanced Marketing Brain Trust section. Start with 034 "9 Keys to Rapidly and Consistently Increasing New Patient Flow.”
2 InsidersCircle.com | 1-888-880-GEMS (4367)
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