Friday, July 29, 2005

Dentistry - Your Neighborhood Dentist - Dentistry Articles

Volumes have been written about marketing and ways of
approaching it, but I recently received a letter that,
frankly, left me astonished. I don't claim to be a
marketing expert, although I've been fairly successful at
it, but I thought it was one of the worst marketing letters
I have ever seen. And it was from someone who claimed to be
a sales expert, which brings up the difference between the
two: 'marketing' is supposed to get someone interested in
what you offer, 'sales' is the process of converting that
interest into cash.Here is the single most important thing to realize when you
create marketing materials: it's not about you, it's about
them. Think about that for a moment. No matter what you
say or do, no matter how pretty the brochure or how fancy
the web site, the person you are trying to reach wants to
know just one thing: "What's in it for me?" Good marketing
will tell them exactly what is in it for them.Tell them how they


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