Unintended Messages Can Hurt Dentists

Patient Attraction Episode 469

Have you ever accidentally sent the wrong message in something you said? Something like, “Your daughter looks just like you, except beautiful,” or “You’re smarter than I thought you were.” Today, I’m going to look at how a popular television commercial is doing just that, and how dentists can avoid the same mistake. Stay tuned.

– Hi, Colin here and welcome to another week of the Patient Attraction Podcast.

– Today, I want to look at a current commercial run by State Farm Insurance.

– You have probably seen it, as it seems to run pretty frequently.

– If you haven’t seen it, you can Google the term “State Farm Never Commercial” to find it.

– So here’s how it goes:

– A guy is hanging with his friends at a pool party and says he will never get married.

– Then he gets married.

– He and his wife say they will never have kids.

– They have a kid.

– He says they will never move to the suburbs.

– They move to the suburbs.

– He says they will never get a minivan.

– Next scene shows him washing a minivan.

– He says they will never have another kid.

– She says she is pregnant.

– Clearly, this commercial is reaching out to all the formerly “cool” people who ended up living the same yuppy lifestyle they had once railed against.

– Pretty good plan.

– This is a huge audience of people from 35-55, likely making good incomes, who can see themselves in this commercial.

– If the commercial had stopped here, I probably wouldn’t be giving this podcast.

– It would be just another commercial.

– But it doesn’t end there.

– The very last scene shows him with his sleeping wife and two kids on the couch, and he proclaims, “I am never letting go.”

– Now what is the viewer supposed to take away from that?

– That the next scene is him with a new trophy wife sitting in a Corvette while the kids waive sadly out the window, I guess!

– Unbelievable.

– They send you through four or five scenes of him doing the exact opposite of what he said he was going to do and then end on a sentimental note?

– Now, you could argue that the commercial makes EXACTLY the point that he will eventually let go.

– It IS an insurance commercial after all, and if him dying or being injured were the only other option for “letting go,” that would be one thing.

– But it isn’t, and people all over the Internet have pointed out exactly this point.

– So be careful about the messages you put out there.

– For instance, I have talked to dentists who advertised that they accept Medicaid and then never saw more affluent new customers.

– If you regularly market your specials, you will attract only people who are looking for specials – and lose those patients to the next dentist offering better specials.

– Make sure the messages you put out say exactly what you mean them to say and nothing more.

– 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.