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30 Dental Growth Machine: Transform Your Practice by Attracting High-Value Patients Who Pay, Stay, and Refer WorkbookTrack your results.How? One of the best ways to track advertising success is to use dedicated tracking numbers specific to your business.There are several call tracking tools available on the market. While vendors or agencies might provide their own call tracking systems with campaign-specific phone numbers, it is a better idea to have your OWN phone tree. This way, you can track your own results and move phone numbers from one vendor to another whenever you choose to switch. With Call track,ing tools, you can have dedicated tracking numbers that ring to your main business phone number. They can be added to whatever you want tracked. We typically assign individual tracking numbers to these traffic sources:1. Website2. Email marketing automation campaigns, funnels and print assets3. No set marketing campaigns4. No-show marketing campaigns5. No sell marketing campaigns6. One extra number to be used for other campaignsTake the leads generated by your online marketing and bump them through external data,bases, such as credit reporting agencies, to capture their physical address.The combination of patient demographic information, interests and hobbies, as identified by their Facebook activities and Google searches, helps you identify ideal prospects.From your own database or from skip traces you perform on your Google and Facebook analytics, you can find where your prospects live. This can help you decide which neighbor,hoods to target with direct mail campaigns. It also allows you to get even more specific with geofencing with Facebook and Google ads.Once you have the neighborhood data, your Google and Facebook vendors can build a tighter geofence around the zip codes and neighborhoods so you don%u2019t waste advertising dollars marketing outside your primary geographic market.The%u00a0database of neighbors%u00a0is used to create your direct mail campaigns. Our preferred ven,dor, MVPMailhouse.com, currently sends out 5,000 postcards for $3,100. After mailing more than 100,000,000 postcards in dentistry, they have the postcard creation game down cold. You can use MVP Mailhouse or another postcard company, such as Upswell Marketing or Practice ZEBRA, to run a similar data-gathering process.If you%u2019ve spent time with this workbook, you understand the steps necessary to find the diamonds in your database. Combining what you discovered in the last chapter on PRISM Research and this chapter on Dental Data Protocol, you can now develop a spectacular list of potential, high-value dental patients who will likely say yes to the treatment you recommend.With this information, you%u2019re ready to move on to the next step: Crafting a marketing mes,sage that connects!38 Dental Growth Machine: Transform Your Practice by Attracting High-Value Patients Who Pay, Stay, and Refer WorkbookMessage to Market Matters WorkbookTo create a successful marketing campaign, you must connect the right message to the right market. In the last two chapters, we discussed how to identify your ideal prospects. By now, you should already have a list of ideal prospects you%u2019d like to reach out to. Now, it%u2019s time to craft a message that resonates with them and has them eager to do business with you.%u201cThe goal of effective marketing is to make it easy for your customer to say yes.%u201d- Russell MartinoHow to craft compelling copy that sells:1. Grab their attention with a compelling headline.2. Establish a relationship with your prospects, build trust and connect with them. You want them to know, like and trust you.3. Your sales message should feel like a conversation with a friend, not a hard sell. The goal is persuasion, not a ramrod sales pitch.4. Get into your prospects%u2019 head%u2014address what they fear, whisper to their desires, and have them nodding yes from the moment they read the headline.5. Identify problems they may not understand. Then, offer valuable insight and information that will enlighten them.Use the worksheet below to help craft your message.HeadlinesIn a world where attention is currency, headlines are your golden ticket to success. Headlines are not just a few bold words at the top of your letter. Your headline is the heartbeat of your content, the magnet for attention, and the catalyst for action. Master the art of a good headline, and watch as your message breaks through the clutter, leaving a lasting impression on your audience.Some examples specifically for dental implants:%u201cYour Natural Beauty Restored with the Magic of Dental Implants%u201dOr %u201cInvest in Your Smile: The Long-Term Value of Dental Implants%u201dMaybe %u201cRediscover Confidence %u2013 Transform Your Smile with Dental Implants!%u201dWhat dental treatment are you trying to sell with your copy? Who is the intended audience? What is on their minds and in their hearts? These things matter when crafting a great headline.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Dental Growth Machine Companion Workbook| 15