Dan Kennedy on Shock and Awe Packages

an ad copy for the free report. The lead generation ads in your own media. There's a get this thing for a friend form stuck in your own media so they can give the form to somebody or they can fill it out form and have it sent to them. There's free report ad, the lead generation ad turned into a good-sized card, but one that'll fit in a pocket or purse, so every patient gets 3 or 4 of those so they can hand out the cards and it drives people to the website or the phone in order to get the report. There's a lead generation postcard to the house list, lead generation email to the house list, in-office signage, weekly email with an amazing fax that also ties to the free report, a landing page and a capture site tied to the free report, and then optional, there's some additional stuff. And obviously you can mix up the media. They don't have to all be reports. It could be a report this month and audio CD next month. A DVD the month after that, an online video the month after that. You can mix the media. Okay? That's really— that's what this system looks like when it is implemented. So I'll quickly show you. Here's a lead generation ad. Okay? Finally sleep well every night and feel 10 years younger every day. New free special report for you if you don't sleep well, your partner sleeps poorly. Or you have a family member or friend who complains of troubled sleep, daytime tiredness, or a partner who snores, tosses and turns to keep them awake. The new report, How to Get a Good Night's Sleep Every Night, is now available. This report reveals the causes of interrupted and unrestful sleep, uh, causes and health risks including heart attack, stroke, and dementia of snoring, and proven ways to improve sleep with diet, exercise, product— This copy is written as if we were selling this information, but we are going to Give it away. Ultimately, get this report for yourself, your spouse, or a friend at www.whatsus.com, or by calling What's Us, or email your name to cindy@whdentalcenter.com. And we need the name and the street address of the person to send the reports to. That's the lead generation ad for the report. That's on the back of a card, so everybody can have cards in their pockets. That's used in the email. That's used in the newsletter. That's used everywhere. And next month we put all that away and we trot out the next one. And a month after that we put all that away and we trot out the next one. By the way, it automatically also makes you more interesting to a regular clientele or patient base because you are appearing with new specific information month after month after month. So comprehensive internal marketing system has that plus a bunch of stuff wrapped around it. This is the antithesis of, "Hey, would you please tell your friends and neighbors about us?" One tool that helps a lot, and I'm gonna show you two made by Parteev. Did you get a mic? Okay, I may want to ask you a question. So, shock and awe packages. Many of you are now familiar with the shock and awe package. The role they have in referring is the patient who comes in through this kind of device feels better about you, client, and tells other people about you. But these are also the, at some point, hey, you had a great experience here. At some point, you're going to tell somebody about us. We usually put them in plastic bags. So here's 3 of our— this is a book. Oh, there's the thing in here. So here's 3 of our packages just like the one you got. I put each one in a plastic bag so you can put it in the trunk of your car if you want to and it won't get grease all over it. And at any opportunity you have when you're having a conversation with somebody about it, just, "Here's my doctor's information kit and his video book," in this case, or, "Here's my doctor's information kit and my book. He's a doctor we trust with our healthcare. I think you'll find this really interesting." That's all you have to say. You just have to say, Here's information from my doctor, including his book. I think you'll find it really interesting. He's the guy we trust with our healthcare. That's all you have to say, Mary. Okay, you do it 3 times, so Mary learns the script. Alright, so now that's kind of implanted. We've given her a good tool to give away. If it's got a book or a video book in it, it gives her, it gives her help, it gives her brownie points for doing it. So this is your Shock and Awe for Dr. Weischt. Do you want to tell me anything about it? You got 30 seconds.

Yes, sir. It follows everything you said. I mind mapped it and implemented it.

And this is the video book that's in it.

Yeah.

Which when you open it up, it plays, right? Or do you push a button? Yes, sir.

No, it just plays.

It'll automatically come on, okay? Which it's not automatically come on. It's not— hey, it's not coming on. Give me that. It's always— it's the copier salesman's bane of existence, this demonstration. Take my word for it, it's supposed to. It's supposed to do this. There we go. Video loading, at least appears on the screen. And then the little video comes on in the book. So this package, when it works— and then this is Dr. Burleson's, who's going to come up here in a second. This is Dr. Burleson's. The format is largely the same. It's built on a template. Literally that I created, okay, slight variances obviously. This is, does your child need braces? This is, this is not a braces practice, how to get the radiant smile. So the product is different. It's important that only one piece of this whole thing has to do with the product, by the way. And so you build these for people, correct?

Yes, yes, yes, it has a quiz and everything.

You have ripped off my format.

You call me a parasite, I'm just living up to your—

there you go. And you, all right, And he's doing it brilliantly, by the way, for clients in all kinds of fields. So these tools, if you want people to refer, you gotta give them good tools. They have to have a bag of tools. You can't give them, I mean, you can, I saw Dave do this, our magnetic marketing thing, I cringed. It's better than nothing, but you know, giving them 3 business cards has all the problems with— see, this relieves these problems. This actually motivates. So when we've done this with financial advisors here, consistently is what has happened, okay? The number of referrals has gone up. The speed of referral from the client has improved, okay? And about 10% are back within 1 to 2 weeks wanting more. I gave those 3 you gave me out. I gave them out. Is it okay? Could I have— could I have some more? No, we only let a client have 3 a year. Okay, we're gonna come, come, come back in March. I mean, so good tools, good process, a funnel that captures the referral when it comes to you— that's the correct way to play this game. Now I have 2 people