MARKETING HOW-TO IT MAY BE CRAZY HARD,
CLIENT SUCCESS
As an orthodontist, I use the newsletter to build on the connections I make with my patients in the office. Most of my patients go for a long time between visits. My newsletter lets me check in with them every month and show my patients the tone of who I am and what the practice is all about. In the last few years, I’ve learned that my patients really love who we are! The best approach to the newsletter — and to life as a whole — is to be authentic. People do business with people, so it’s important to remind your patients or clients that you’re a person. Show them what makes you special and why they should want to do business with you. This means you have to be personal. It sounds scary at first, but this approach has really paid off. On the front page of my newsletter, my cover articles are about positive psychology, overcoming personal struggles, or my fear of fish. Inside my newsletter, my custom article is “written by” my dog, Buster (who is the best dog in the world, by the way). These aren’t stories you will find in anyone else’s newsletter, and my patients love it. I get great feedback on every issue. Patients go out of their way to tell me how much they enjoy it. People connect to my unique thoughts and unusual stories in a way you wouldn’t believe. And my team at The Newsletter Pro is just fantastic! They make building connections with my patients easy, and they make me look so good every month. In the years since I started the newsletter, I’ve had plenty of patients come into the office and say, “Wow, Dr. Pitner. You are such a good writer! You should write more.” (A big thank you to my writer, Darien!) WHO ARE YOU?
Have you noticed that everyone today is looking for the easy button in both life and business? It is crazy how many people want to avoid complexity. I watch this or hear about it all the time from “entrepreneurs.” Entrepreneurs will literally tell me how much they want to be millionaires or some other goal of theirs, and then, in the same breath, they’ll talk about not wanting to have a business or marketing tactic that is too complicated. They’ll say, “I don’t want to implement that idea; it seems too hard …” But It’s Also Crazy Profitable! Will Take Your Business to New Heights Every business needs leaders with different skill sets and strengths to succeed. There are plenty of ways to categorize leadership styles, but one of the most fascinating we’ve come across recently is from “Rocket Fuel: The One Essential Combination That Will Get You More of What You Want From Your Business” by Gino Wickman and Mark C. Winters. In the book, Wickman and Winters define leaders as either “visionaries” or “integrators.” Visionaries are the idea generators, creative problem solvers, and inspirational forces within an organization. They’ll often manage external relationships and tackle big-picture ideas like core values and company culture. Integrators, on the other hand, are the leaders who focus on execution. Winters and Wickman define the key roles of an integrator as “LMA”: leading, managing, and holding people accountable. Just as important as these two roles is how they connect. “One sees the future, and the other makes it happen,” write Wickman and Winters. Visionaries need integrators to keep them tethered to the everyday reality of running a business. Without them, visionaries can suffer from “shiny object syndrome,” moving ‘ROCKET FUEL’ Gino Wickman and Mark C. Winters’ OUR BOOKSHELF
The Newsletter Pro has helped me show my patients who I am, and it’s been an incredible experience.
– Dr. Leslie Pitner Pitner Orthodontics
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