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46 Dental Growth Machine: Transform Your Practice by Attracting High-Value Patients Who Pay, Stay, and Refer WorkbookYour Multimedia Message WorkbookA simple way to build a multimedia message is to start with video. There are tablet video training programs that can teach you to make five- or six-minute videos using your iPad. Just say your message in front of your iPad%u2019s video recorder and quickly edit it using the iMovie app. Now, you have your message on video.Then, transcribe your video. You can do this yourself, or better yet, send it to a transcription company. Your message will now be on video and in print.Take the video and convert it into an audio file, and now you have an audio message.Give your message%u2019s transcript to an editor and graphic designer who can help you display it correctly. The audio file can go to your website or be placed on a CD to give out with your letter. The message can go on a video book, your website, or a DVD you can pass out.Use this section to brainstorm. What message do you wish to convey to your potential patients?Would you like them to know the benefits of dental implants? The risks they take if they do not properly treat gum disease? Review what we discussed in the previous chapter and craft a message that resonates with your potential patients. With a little effort, this message can be easily turned into the script you use to craft your multimedia message.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________LANDING PAGES AND SALES FUNNELSThese web pages are set up to take your prospect on a journey. At the beginning, they%u2019re directed to a landing page or sales funnel through targeted social media ads, postcards, or maybe a direct mail campaign. A landing page might be designed to capture prospect names, emails, phone numbers and addresses by getting them to download a free report or e-book.You can instantly supply a free report, e-book or podcast with a downloadable link. Prospects may request a tangible product, so have one ready. This is an excellent opportunity to capture their physical address and WOW them.Create a package for your prospects that shows them you are not just an average dentist. You care. You go above and beyond. You are the one they should trust with their dental needs. Your package should include a main product like a special report, book or CD of your podcast, a sales letter, a special offer such as a gift certificate, and maybe a small gift. I go over this type of package in detail in later chapters when I discuss shock and awe packages. Check out my chapter on Samples and Swipe Files for more information on how to put this together.For now, do a bit of brainstorming on what might go into a package you send to a prospective patient.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________5 | Your Multimedia Message 47A sales funnel might be designed to get them to sign up for a free consultation.If you wish to create a landing page, what is your offer? Do you have a free report? An e-book? Maybe recordings of your podcast or YouTube series? What is your irresistible, free offer that makes your prospects eager to learn more?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________If you wish to create a sales funnel, consider your offer. If prospects agree to a free dental implant consultation, for example, you could offer them a $250 gift certificate they can use toward a recommended treatment plan. Think about what incentive you can offer to make your prospects eager to say yes.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Combining digital and print assets has great power. You%u2019ve glimpsed a taste of it so far, and there%u2019s more to come in the following chapters and workbooks.18 | Dental Growth Machine Companion Workbook