March 15, 2011
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I am always looking for a marketing edge, employing everything from social media to traditional collateral. But the other day I saw marketing from the other side. Someone acquired me as a new client, and it was revealing to learn why.
The story begins with some disappointing news from my dentist, and it ends with a complete rethink of my online marketing strategy.
I have had the same fabulous dentist for the past 20 years. Unfortunately, she is retiring. I was very happy with her, but now I have to find somebody new.
At this point, I did not Google “dentists,” nor did I look in the yellow pages or walk down the street looking for a big neon tooth in the window. Instead, I asked 500 of my Facebook friends: “Anyone have a fab dentist?”
I got a few lukewarm, courtesy, “trying-to-be-helpful” responses with names and phone numbers, but one person responded with major enthusiasm. “I have a fantastic dentist,” she said. “I love her. So will you.”
I called my friend and – no exaggeration – grilled her for 20 minutes about her dentist. I covered everything, including her location, the convenience of parking nearby, her fee structures, whether she wears too much perfume, even “does she have decent magazines in the waiting room?”
I was gradually convinced that this was not a veiled attempt to drum up business for some second-rate in-law. This new dentist was indeed worthy of further consideration. As soon as I hung up, I called and made an appointment.
My new dentist has no idea how I found her. The phone just rang and here I was, a total stranger giving her new business. She may have a fancy website, ads in the paper, and a nice sign out front, but the real reason she acquired a now-til-the-end-of-time client (as I tend to be) is because she passed the “invisible interview” test.
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