Selling the Invisible : A Field Guide to Modern Marketing was first published by Harry Beckwith in 1997 and yet when Jon Barrow recently asked me for a recommended business reading list it was one of my first choices. In a 2008 review of the book on Goodreads, an excellent summary of the best bits
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My definition of processed food is any real food that has been altered in any way in order to lower its production cost, lengthen its shelf life, make it look more appealing, or make you want to eat more of it, and that results in the reduction of its nutritional content and/or the increase of
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For those in dental practice marketing – we have updated our workflow to reflect the arrival of The Bridge (our exclusive read-only link between Exact, R4 and Infusionsoft). Here is a copy. Please ask questions!

In an existing dental practice, the yellow bulls eye for your marketing effort is up-selling to existing patients. The red outer ring – Word of Mouth referrals to their family, friends and colleagues. The blue ring – their friends’ friends, primarily via social media sharing. The outer rings – complete strangers. Why do I keep
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An observation of UK dental post-graduate courses suggests that it is getting tougher to sell places. Partly dilution? Mainly, I suggest, a consequence of the lack of confidence amongst large cohorts of the UK profession, influenced by: the GDC the NHS system of delivery the lack of decent career opportunity post-FD the dominance of mega-corporates Brexit and
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Attraction Marketing became an understood concept in 2012. As a term it defines a specific method to gain patients through the internet. The idea is that, with an online article or blog, or by using platforms such as Google, Facebook and Instagram, you can generate traffic to a designated page where people who are already interested in your product
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There is a lot of confusion in the world of digital marketing that can lead the unwary to an inaccurate conclusion about financial and relationship ROI. One area of confusion is in understanding the differences between three types of provider in this landscape: The Optimiser The Advertiser The Marketer The Optimiser works to get your
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Inexorably, dental practice marketing and patient management is moving on-line. Everywhere I travel (and I travel everywhere), those who are resistant to change tell me that prospects and patients in their post code: don’t have smartphones don’t use the internet don’t have email addresses don’t shop on-line Whether you are in Marylebone or Macclesfield, there
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We’ve been offered a quarter page advert in a local lifestyle magazine – I have to give an answer by end of play today – should I say yes? I’ve been considering a radio advert – do you think it’s a good idea? Should we spend more on our PPC campaign? What do you think about
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A date for your diaries here if Tooth Whitening is part of your marketing and product mix (or you want it to be a more valuable profit centre in your business). The BDA have put together what could be described as the most comprehensive one-day conference on the subject, with the following learning objectives: Confront
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