How much do your ads cost you?

By Jerry Bellune

Are ads a cost or an investment?
It’s all in your attitude and thinking.

Most dentists would kill for what mine invests.
His advertising investment is phenomenal.
It’s more than the average practice nets a year.
He does it to attract and retain profitable patients.
He sees it as an investment, not an operating cost.
He nets a 40% profit margin, works four days a week.

He has a dozen women on his staff.
All are attractive, warm and hospitable.
They make you feel welcome and at ease.
How many dental practices even know to do this?
His ladies do everything but the clinical dentistry.
They are well paid and highly trained.
They treat patients like visiting royalty.
From the moment you walk in, it’s all choreographed.
They know how to create great patient experiences.

My dentist invests big bucks in education.
Much of it is invested in his people.
He takes them to expensive seminars.
He goes to others to educate himself.
He teaches clinical procedures to other dentists.
He also coaches a select few in how he markets.
They pay big bucks to learn his secrets.

He and his wife vacation in exotic places.
Stay in 5-star hotels, eat in 5-star restaurants.
He finds time to play a lot of golf.
That’s while his competition is working.
Some times are hard and money is tight.
His competition slashes its advertising budgets.
He takes advantage of that and ramps his up.
He attracts patients that they are missing out on.
What’s the lesson in this? Well…
• Do you see advertising as an investment or expense?
• When times are tough, do your cut out advertising?
• Do you work four days a week with a 40% net?
I rest my case.

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