Dear Colleague:
Believe me when I say the results are amazing! Your patients, like mine will be very impressed! How do I know! Because I it happens every day in my office! In fact – just today I used it again to present and close 22 units of Smile Makeover porcelain restorations with a new patient. Now you too can be an author and using the power of your own book to present and close cosmetic cases. This makes any other method of patient education or 3rd party validation seem like something out of the stone age!
The best part is that I’ve worked out a special arrangement with DREAMarketing Publishing so that you can put your name, logo, photo and biographical sketch (and some of your own photos if you’d like) in this book – and call it your own! Now you too can be an author - the EZ way - and quickly position yourself with your patients as the authority and expert you already are.
First - let me tell you how I use my own book with my patients:
Just like today with the 22 unit case, I’m in a new patient exam or treatment consultation and the patient is pointing to their teeth and telling me about a problem they have with their smile. As I reach over to the counter and pick up my 21 Principles of Smile Design book I say something like: “… in fact Mrs. Jones, this problem you’re pointing to is so important it is one of the 21 principles I included in the book I put together (slight emphasis) on cosmetic dentistry. It’s a very important part of making sure any smile including yours, is designed and created just right. You’ll see here (opening the book and turning the pages) that this problem you’re worried about is the [Xth] principle … and if it isn’t handled right it can turn out like ...” and I continue the conversation and make my point. I then set the book down without further attention to the book or the fact that I am the author, and continue on with studying and discussing their smile photo on the monitor.
Their eyes and body language tell the story – THEY ARE VERY IMPRESSED! Suddenly everything I say is important. I’m suddenly “the expert” and they are saying things like “I’m glad I came here!” If (or when) they say anything more about the book like “you wrote a book?” or “you have a book!” I just play it down in a humble “awe shucks … it’s nothing” sort of way - which only seems to intensify the effect. Without over-the-top bragging, I’m “tooting my own horn” the “legal” way … without overdoing it. Believe me - their trust level and my credibility skyrockets through the roof!
This strategy works so well I have a copy of my book in each treatment room, the consult room and in the reception room – all prominently displayed. And my staff up front and in the back use it multiple times each day to talk about cosmetic dentistry and to emphasize how important it is to do it right! Of course, they milk it for all its worth by bragging on me and presenting me as the expert on the subject. It’s actually fun to watch these conversations and the reaction of the patients from a distance! Frankly, nothing I’ve done yet is as powerful or as simple as this one single thing! We’re just tapping into the honor and “expert status” our society naturally gives to authors!
The same thing can happen for you when you use this one-of-a-kind Instant Author program and start using your book in your office with your patients to sell you – (as well as more cosmetic cases)! It’s all about the trust and credibility level – and being an author is the best way to establish your expertise in our society. After all – what are you really selling, if not you?
Best Regards,
Lee Ostler DDS