What happens to good news?

The 2-minute John Lewis Christmas Advert 2015 has now been viewed on You Tube over 22 million times.

If you are outside the UK or haven’t yet watched it CLICK HERE

720 people have downloaded the advert to their own devices(?).

92,000 people have subscribed to the John Lewis You Tube channel.

We love to share.

Whether it’s Monty the Penguin (2014) or the Man on the Moon, a great song, TV series or book, astonishing news footage or a glowing testimonial from a patient/client; as soon as we discover material that evokes a positive emotion within us, our first instinct is to tell our friends.

It’s the hunter-gatherer, running back to the tribe to report the discovery of a new food source.

We want to be the bearer of good tidings because it enhances our tribal status and ensures the continuity of the community.

In recent years gone by that sharing might have been the person right next to you – a family member, neighbour, friend or work colleague.

You shared mostly one person at a time and occasionally with a small group over breakfast at home, in a weekend wine bar or by the office coffee machine.

Nowadays, at the tap of a keyboard or symbol, we can share virally with (mostly) hundreds and sometimes thousands.

As consumers we can Trip Advise, Google or Amazon Review any place or product.

As digital natives we can share and comment on anything that tweaks our heart strings or stimulates our imagination.

We love to share good news.

This gives the smart marketer infinite leverage.

As a dental practice creating marketing collateral:

  • paid media
  • short term nurture sequences
  • long term newsletters
  • campaigns
  • web sites
  • blogs
  • print media

..there is one question that has to dominate all of your creative marketing activity:

“Is what I’m about to broadcast shareworthy?”

Product information is rarely shareworthy – so you built a better mousetrap – so what?

Deep discounts are shareworthy – but encourage and attract the wrong patients.

Stories about people and their experiences are always shareworthy.

John Lewis have nailed this two years running by focusing on the experiences of children on Christmas morning.

You can nail this by focusing on the experiences of your team members and your patients.

I’m including a link at the end of this post to the latest email newsletter from The Smile Spa in Stockton on Tees.

It is distributed digitally (powered by Infusionsoft and designed by 7connections) to all of their existing patients and to the prospects who have enquired about treatment but haven’t yet bought.

They have (with our help) nailed it.

Make sure that everything you do is shareworthy – the opposite is invisibility.



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.