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  • Mike DiFrisco

We Love Choices...

But we hate making decisions

Did you know that people spend an average of 7.4 minutes deciding what to stream on television?

I can attest! My wife and I “cut the cable” more than a decade ago and we’ve been streaming our TV entertainment ever since. Our favorite go-to channel is Classic Reel on Roku. We love the golden age of Hollywood classics and Reel has them in spades. In fact, at last count, Classic Reel had nearly 3,000 movies from which to choose in dozens of genres.

The problem is, there is so much choice that we’re often paralyzed with the options, sometimes browsing the selections for 20 minutes before settling in for our evening viewing.

So the average person spends more than 450 seconds mindlessly scrolling past options as our enthusiasm for watching anything at all wanes. In fact, 21 percent of people reported giving up due to their inability to make a choice!

Your brand positioning—your dental DNA—will HELP prospects make a decision.

Less is actually more

• In branding, the more features you show, the less you are seen

• The more details you provide, the more vaguely you communicate

• The more directions you give, the harder it is to be located

• The higher the number, the lower the value

Many professionals are so afraid of losing clients to the competition, they strive to become all things to all people, believing it will bring them more patients. The opposite is true.

Your dental brand must find ONE CORE IDEA, own it exclusively, and center the brand on it relentlessly in your marketing and communications.

By capturing undisputed leadership in a single important benefit, you are most likely to be noticed, remembered, and associated with other great benefits, made all the more credible because you have reached prominence in one meaningful specialty.

And patients and prospects will find it easier to make a choice.


Build a more profitable practice with less reliance on insurance and create demand for fee-for-service treatments with the Cosmetic Dental Marketing Institute, an intensive, self-paced, online university built to address the specific concerns of top-class cosmetic dentists like you. Learn more.

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