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54 Dental Growth Machine: Transform Your Practice by Attracting High-Value Patients Who Pay, Stay, and Refer WorkbookSelling in Print Part I WorkbookYour first point of contact through print may be the sales letter we discussed in Chapter 5. A well-crafted persuasive sales letter delivered via FedEx to a well-researched list of prospects is a powerful marketing asset. But that is just the beginning. Print assets can be used through,out the patient acquisition process.THE POWER OF SHOCK AND AWEWhat goes in your shock and awe package? Let%u2019s brainstorm some ideas here. Be sure to refer back to the Sample and Swipe File Chapter for examples.The Pocket FolderThis should match your established branding guidelines with your logos clearly visible. The pocket folder can be housed in a clear plastic envelope right alongside the package%u2019s swag content.Statement of GuaranteeA single-page statement of guarantee/risk reversal: Everyone can guarantee something. Clearly explain how you stand behind your products and treatment. What certainty can you offer prospective patients?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Gift BrochureIn this piece, discuss the tangible gifts you%u2019ve included in your package. This could be your book or free report about the benefits of dental implants, or perhaps it%u2019s a set of CDs dis,cussing how implant technology has evolved over the years. The biggest gift you will give prospects is a free smile consultation that includes a comprehensive exam and time with you to determine if they are a good candidate for dental implants.What is your irresistible offer for prospective patients?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________A Message From...This is your personality brochure.What%u2019s your story? What message do you wish to share with prospective patients?This is about more than just listing your credentials. Tell them how you realized you wanted to be a dentist. Tell them about the joy you get from transforming smiles and giving people the ability to smile and enjoy life on a level they%u2019ve been missing for so long. Here, you want to establish yourself as a trusted, likable authority who has your patients%u2019 best interests at heart.6 | Selling in Print Part I 55____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Who Depends OnYou want your readers to find themselves in this description. You want to talk about how moms, dads and grandparents depend on you, how anyone who recently lost a tooth or has a mouth full of dental problems depends on you, how anyone who wishes to look 10%u00a0years younger and restore their ability to eat the foods they love depends on you.Explain WHY you seek out these types of clients, how you serve them, what you do better than anyone, and why you are the trusted source of dental implants and the most qualified dentist to give them the smile they deserve.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Are you Ready? Take the QuizThis interactive piece allows prospects to self-qualify or disqualify themselves in their own mind so they come prepared to make a deal. %u201cPain%u201d questions such as, %u201cDo you shy away from mirrors and avoid social situations because you are unhappy and embarrassed about your disfigured smile or missing teeth?%u201d are asked to create awareness and agitate the need. Follow up with questions like, %u201cAre you ready to regain your youthful smile and confidence with straight white teeth that look and feel natural in your mouth and have your friends and family showering you with compliments?%u201dWhat questions do you want your patients to consider?1. ________________________________________________________________________________________________2. ________________________________________________________________________________________________3. ________________________________________________________________________________________________4. ________________________________________________________________________________________________5. ________________________________________________________________________________________________6. ________________________________________________________________________________________________7. ________________________________________________________________________________________________8. ________________________________________________________________________________________________9. ________________________________________________________________________________________________10. ________________________________________________________________________________________________About Your Free ConsultationTalk about what patients can expect from the moment they walk through your practice door to the time they spend consulting with you. Discuss how their questions and concerns will be answered. By the time it%u2019s over, they will know with certainty if dental implants or the highend dental treatment you recommend are right for them.Dental Growth Machine Companion Workbook| 21