A friend of mine, Dr. Mike Maroon (founder of Academy of Comprehensive Esthetics), wrote a nice endorsement of my blog on Facebook today. But, along with fans, come the odd “anti-fans.” When you’re an idea-man or simply vocal, you’re bound to cultivate some haters. So it goes. Nature of the beast. And it was no surprise that another dentist wrote some unfavorable comments about me on Mike’s FB thread. It reminded me of a quote by one of my favorite authors, Harry Beckwith:
If everyone feels comfortable with your idea, it isn’t an idea. It’s an imitation. Push beyond that toward the edge, toward something like a fingerprint – something so distinctive it resonates powerfully with a few. Avoid “nice.”
– Harry Beckwith from his book: What Clients Love
Read that quote again. Every dentist should read his book “What Clients Love – a Field Guide to Growing Your Business.”
Beckwith’s books are easy to read and understand. He has a firm grasp on marketing a service business (I believe he was an attorney). I emailed him about his book “What Clients Love.” I told him that I felt every dentist should read it. There was a lot of great stuff in his book that related well to a dental practice. He wrote me back and told me that some of the material in his book was inspired by his own dentist! Coincidence??
Other books by Beckwith I can also highly recommend:
Selling the Invisible – probably his most famous book
You, Inc.: The Art of Selling Yourself