“White Noise” is the bane of effective marketing (I would, however, qualify that by saying “No Noise” is far worse).

For instance, if your practice is blessed with a great storefront location on a heavily traveled street, do not automatically assume that people know you’re there.

There is a part of the brain called the reticular activating system, whose sole function is to filter out stimuli that would otherwise so overload our consciousness as to render us incapable of distinguishing between what is important, and what is not.

Estimates are that the average American is exposed to THIRTY THOUSAND ADVERTISEMENTS PER DAY!

For years, I drove by a tire store and car wash without ever realizing it was there. One evening, my attention was drawn to it by a strobe light they’d placed at the front of the store. That got my attention.

Of course, as dental professionals, we must balance the need to get noticed with an equivalent need to communicate as caring, confident professionals. So maybe the idea of a strobe light is a bit beyond the pale. But, changing the color that illuminates your sign is not.

The challenge for practices that may not be blessed with so much drive by traffic is to consider how to apply these principles to its other outreach tactics e.g. an annual party with a different theme (like my friend Brad Engle does with his practice in Naples, FL) or an ad whose frame looks the same, but the offer and other content vary just enough to make readers want to take a look (think about those Vonage TV commercials and you’ll get the picture).

So take a look around the interior and exterior of your practice and see how and whether a simple rearrangement of displays, posters, updating your video education materials, etc. could help patients sit up and take notice. It’s one of the lowest cost forms of marketing there is, and can pay big dividends.

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