Selling Ice Cubes to Eskimos

Marketing hasn’t changed in the last 200 years.

If you break it down to it’s simplest form, you must first identify a group of people with a “burning” problem to solve.

Then, offer them the solution.

If you try to sell “ice cubes” to “eskimos” you aren’t going to fare well.

Why? Because eskimos don’t have any problems with needing their drinks cold.

You’ll never find patients on social media for the same reason: they don’t have a problem.

They are keeping up with their family, or as my wife says, “stalking her old college friends.”

When people have a problem that needs solved, what do they do?

Where do they go?

How do they begin their process of finding the solution?

Those are the questions you want to ask yourself.

Identify that group of people, and you’ll find new patients.

Or simply let them identify themselves..



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Posted under Paid Search (SEM), Search Engine Optimization, Social Marketing, Web Marketing on October 4th, 2013 |

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About the author
Colin Receveur is a nationally recognized speaker, author, and dental web marketing expert who has pioneered the way dentists market themselves online for the past decade. Since incorporating in 2001, Colin has established a rock solid track record with his dentist clients and turned SmartBox into a stalwart of proven results for hundreds of dental practices.