The 2 choices you now have to make in marketing – and you won’t like either of them

Marketing is getting simpler – because the world is getting noisier.

To paraphrase Seth Godin, you either have to:

  • SHOUT louder than the competition or
  • whisper into the ear of an engaged audience

In order to SHOUT you have to PAY.

In order to whisper you have to broadcast.

SHOUTING and PAYING is what happens when you give your money to an external agency, ask them to SHOUT with it and go back to your work (the thing you trained to do).

whispering and broadcasting is what happens when your team rally around a marketing champion and look for check-ins, reviews; selfies and videos of patients telling the world what a positive difference you make by doing the thing you trained to do.

SHOUTING – costs money and is something over which you have little control.

whispering – takes time and you can exercise total control.

SHOUTING generates strangers who respond to SHOUTS – and then move on to the next SHOUT like a Walking Dead zombie, mindlessly following the noise.

whispering engages the family, friends and colleagues of people who already know you – and creates third-party trust and loyalty.

You may have guessed by now that I’m just a little bit biased.


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.

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