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4 | Message to Market Matters 39Establish trust and rapport with your patients.Why should your patients trust you and see you as the authority in dentistry? Consider your degrees, education, accolades and awards. Have you written books? Been featured as a keynote speaker? Do you have glowing testimonials and case studies from satisfied patients?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Now let%u2019s dive deeper. What%u2019s your story? What got you into dentistry in the first place? Which patients are your favorite success stories? Why?There is magic in STORYselling. So, be sure to have a few good ones. What stories can you tell your prospects to help them identify with you and trust you?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Think about your ideal prospects. What do they fear? Desire? Want? Need?Are they afraid of looking old before their time because of missing teeth? Do they worry they%u2019ll be judged by ugly, disfigured teeth and shy away from social situations? Do they want to be seen as more attractive? Younger? More confident? What problems would you like to solve for your patients by helping them improve their smiles and the quality of their teeth?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Educate your patients and prospects.What problems might your patients be suffering from without their knowledge? How can you shed light on their current situation and help them resolve problems they didn%u2019t know they had?Here%u2019s an example: If your patients are missing teeth or suffering from gum disease, you know they are putting more than their oral health at risk. But they do not. This is where you come in. Educate them. Tell them what%u2019s really at stake when they decline recommended treatment.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________40 Dental Growth Machine: Transform Your Practice by Attracting High-Value Patients Who Pay, Stay, and Refer WorkbookGive them additional reasons the dental treatment you recommend is right for them.Here%u2019s an example. If you%u2019re talking about dental implants, discuss their regenerative nature, how they look and feel natural in the mouth, and so on. Talk about how, without a permanent solution to their missing teeth, patients can expect bone degeneration in their jaw and a cascade of negative health problems.Whatever high-value treatments you recommend, be ready with a list of benefits they can expect by saying yes to that treatment and a list of consequences they may expect if they say no.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Once you%u2019ve crafted a compelling message, use it to gain your prospects%u2019 attention. If you show up in an overstuffed inbox or a circular they%u2019re likely to throw away, your message will be lost. However, if your message shows up in a FedEx envelope, chances are high your prospect will pay attention. Yes, there is an extra cost for this, but if it means you attract more patients eager to say yes to high-end dentistry, it%u2019s worth it. If you%u2019ve spent time with this workbook, you have the elements of a great sales message. If you still have concerns about creating this message yourself, go to my chapter on Samples and Swipe Files. I have examples of sales letters you can use to get your creative juices flowing.With what you gathered in this chapter and the work you put into the workbook, you%u2019re ready to move on to the next step: Your Multimedia Message.16 | Dental Growth Machine Companion Workbook