I just came across this dental TV ad on Facebook, and it inspired me to write up a quick blog post.
One key to business success is to know your target market. I don’t know anything about this dentist’s target market nor anything about the local demographics. I could make some assumptions, of course. But, I suspect he does know his market! And, I also suspect that this Dental Warrior in Tulsa, Oklahoma is CRUSHING it!
His TV ad represents a market that is diametrically opposite of mine. It might even make your own jaw drop, when you watch it. But, that doesn’t mean we can’t appreciate the genius behind this ad. At first glance, some dentists might even be appalled. But, I bet it WORKS. I love it! Video after the jump (below).
While some of us may turn our nose up and admit that “Sweet Brown isn’t the type of patient I want,” this serves as a lesson to all of us about knowing your market.
Many dentists try to be everything to everyone. I think that’s a mistake. Yes, I chose to pursue more of a “Nordstrom’s” type of practice. But, that doesn’t mean “Walmart” can’t be a successful practice model. Know your market. Know your target. Know YOURSELF. And, then UNAPOLOGETICALLY and RELENTLESSLY pursue your dream.
Chime in with your comments below!
You said it perfectly in your entry, Mike. Nothing more to add except I agree. I bet he is crushing it!
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It’s interesting to notice the change in her physical appearance from the beginning of the video to the end. The other thing is that she’s the only one talking. I like that. The dentist stays out of that part.
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Yep! It’s basically a testimonial. A brilliant testimonial! She is REAL. (And, she is funny.)
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Awesome!
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Great piece of marketing…love it! Thanks for sharing, Mike!
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I like that you appreciate this ad!
For nine years I had what I now call a “Suburban Soccer Mom Hygiene Practice”.
For the past 3 years I have been a practice closer to the type advertised here… and I LOVE it! My patients are much less demanding, more appreciative of my help, and much less “high maintenance”.
Until I sold that practice and opened my current one, I didn’t realize that for the first 9 years of my career I was catering to what I call “tea cups” – fragile suburban moms and kids who didn’t have REAL problems like the people I treat now.
My current practice is more “in the trenches blood and guts” and it is so much more fun than the “elite” practice I was trying to build in my first practice.
And much less competition!
Mark
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Thanks for your comments, Mark. Sometimes a “KISS”-style practice sounds appealing.
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(edited to add: The origin / history of “Sweet Brown”) http://youtu.be/Nh7UgAprdpM
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