Secrets of Dental Marketing to “Grumpy Old Men”

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In yesterday’s podcast, I shared Bob Bly’s analysis of the motivations and marketing approaches for the over-50 male segment of the population: the Grumpy Old Men. I’ll be right back with more insight and marketing tips from Bob, an award-winning direct response copywriter.

– Hi, I’m Colin Receveur, and this is the Patient Attraction Podcast.

– The Grumpy Old Men, or GOM, comprise more than 10 percent of the U.S. population, or more than 35 million people.

– They’re a unique market segment for dentists.

– Marketing to GOM requires insight into what makes them grumpy and the best ways to respond in your marketing.

– If you haven’t seen yesterday’s episode, do yourself a favor and watch it.

– Today, I’ll continue with Bob Bly’s analysis and his final 5 marketing tips.

– At number 6, Bob noted that Grumpy Old Men respond well to money-saving offers, free offers, sales, discounts, and bargains.

– Those are points you should always stress when marketing to this segment.

– For his 7th point, Bob noted that GOM feel a sense of entitlement.

– After all, they’ve been paying taxes, paying insurance premiums, paying into Social Security, and paying into Medicare a lot longer than the younger generations.

– They’ve put in the years, and they’ve paid their dues.

– Your marketing should stress the idea that they’ve earned your dental solution for their problem, and that they deserve it.

– The fact that Grumpy Old Men have an adversarial relationship with people not like them brings up point 8.

– The “voice” of your marketing to this segment should be that of one Grumpy Old Man talking to another.

– If you’re sending a sales letter, it should be signed by a GOM.

– Bob notes that while GOM may not be the most comfortable technology users, they will research facts, statistics, and alternatives.

– So, point 9, give that in your marketing to them.

– Don’t rely on name recognition or status to sway their decision-making.

– And finally, this is one of the few remaining segments of the population that WILL respond to traditional marketing approaches.

– Point 10 is don’t be afraid to use direct mail, TV and radio ads, newspaper ads, billboards, and Yellow Pages ads.

– Just be sure that the print size is easily readable for older eyes.

– Maximize the contrast between the print and the background.

– Use a standard serif font; nothing fancy.

– Add a bit more spacing between lines.

– Indent paragraphs, and use shorter blocks of copy and shorter sentences.

– The Grumpy Old Men represent an excellent growth opportunity for your dental practice.

– Follow these 1o tips to attract and convert the patients you want: the Grumpy Old Men.

– I’ll be back tomorrow with a very special episode of the Patient Attraction Podcast: Number 700!

– Until tomorrow, keep moving forward.

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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.