No BS Marketing for Dentists

Transcript performed by A.I. Please excuse the typos.
00:00
Welcome to Dental All-Stars. I’m Alex Nottingham, founder and CEO of All-Stradental Academy. And with me is Marty Fort, founder of Music Academy Success. He is a musician, small business owner, former professor, seminar speaker, and business coach. And our topic is the No BS Direct Marketing for Dental Practices. And I had to put the the because it’s that important. Please welcome Marty Fort.

00:29
Alex, how are you doing? Good. Good, good, good. It took me a while to truncate your resume. It is so impressive. And that’s just the formality of it. You are my mastermind leader for the last decade. So for those that I talk about, I have a mastermind group at Alstom Dental Academy. And I told you all the story about my mastermind pushing me to do mastermind, not just to help our business, but to do it for dentists. This guy.

00:58
is the guy that is behind all that. And I’m so grateful and so wonderful to have you. We have you on a couple times a year when we get you out of your busy schedule. So thank you for being here, Marty. Really appreciate it. Thanks for having me. I’m excited about the book and everybody will go to freedanbook.com. That’s Dan, as in Dan Kennedy, D-A-N, freedanbook.com. It’s really cool. We’ll talk about it more in the interview, but I’m thinking a free copy of the book. Really? It’s free. Freedanbook.com.

01:27
com does something free we know free yep, Dan Dan book.com will put it that also in the show notes and So I’m very excited about the book and Dan Kennedy and you and so first kind of Tell us a little bit about even before the book who are these players? Yep, who is Dan Kennedy and you’re not gonna say it but you’re the heir apparent of Dan Kennedy your

01:56
been with him for a while and kind of helping to lead his campaign. So unpack this for those who are not familiar with Dan Kennedy and you and your book author. Yep. Well, so Dan Kennedy has been a leader in coaching, consulting, copywriting, speaking. I believe this year is the 50th year, you know what I mean? And he’s just mentored so many coaches like myself and business owners. So he’s coached everybody from…

02:24
business coaches to consultants to people doing online sales, thousands of dentists, by the way, many of who would be known to you, you know, medical people in medical space, all kinds of space. But basically, Dan is mainly known through his books, as some of you will find him. This latest book has a couple of authors. The primary authors are myself, Darcy Juarez, who is the chief business strategist for Magnetic Marketing, and of course, Dan Kennedy.

02:53
And, um, but Dan has been a big mentor to me. So same as I’ve been able to help you get on the path to mastermind, I was in Dan’s highest mastermind for two years. And, um, and so he really helped shaped how I run my master buys, which then flows down the tree to you and others, the ones that you’re mastermind with and leading. So it’s just, um, it’s been a great journey with him. I’ve been a private client of his for 16 years now. And, um, he tapped me.

03:19
via Russell Brunson to be kind of what they call the attractive character for Magnetic Marketing which is doing their newsletters, events, all kinds of stuff. But being in the books, I’m really cool. I’m very proud of this book for a lot of reasons. One, because of the great content in it. It’s been able to help tons of dentists and business owners. So even your friends and family that run businesses that are not dentists, they all should get a copy at FreeDentBook.com. But Alex, I got some news to update you on. It sold thousands of copies when we did the launch and this is very, very rare.

03:48
It broke Amazon. What I mean by that is it sold out in one day on Amazon. They couldn’t even take any more orders. They had to like, you know, reset everything. It made number one in legitimate categories like advertising, sales and marketing, and direct marketing. So those are hard categories to get number one. It’s not like just being in gardening or something like that. But the book’s just doing awesome and I’m excited to be on the podcast with you today and help your dentists and your

04:15
your people to become better direct marketers and and get their sales up was I would assume what they want is is more patients and More sales more people so this book as I mentioned the title I talk about dental practices This book is not specific to dental. We can work for any business Yeah, it just so happens that Dan and Dan’s influence has helped many dental practices And just to repeat again so true what you’re saying that

04:44
Dan Kennedy being the leader of the direct response community of many of the great marketers had been influenced by Dan Kennedy. He’s the godfather of that. And it’s really amazing to be able to mastermind a workshop with people of that caliber being you, being working with him and so on. And so I really want people to pay attention when this kind of comes around. So what is this concept of direct response? What does that mean?

05:14
So, and you’re gonna help me with this in our conversation because we’re gonna have, you know, a chat. It’s not gonna be just a lecture. I’m not here to sell a bunch of stuff. Okay, professor. Huh? Okay, professor. Kind of. But it’s definitely focused on the book. And I would, so let’s kind of dive in and we’ll do back and forth because I’m gonna need a little of your help. But knowing what I know of dentists and knowing what I know of having worked with you for a long time being the coach and leader of dentists is most of them, well, first of all, they’re trying to get sold advertising all the time.

05:45
I even see it at my dentist locally. Somebody come by trying to sell them this, sell them that. And most of what they’re trying to sell them, so this is my question, tell me if this is true, is they’re trying to sell them brand advertising, a billboard, a TV commercial, that they don’t really know how that’s going, radio ads, could be direct mail, could be newspaper inserts, could be whatever, but they’re really trying to focus on the obsession on building a brand. And Alex, do you think that what I just said

06:14
before I dive into the definition of direct response, is that what the docs are going through? Is that what your dentists are going through? In terms of opportunities for marketing? And as far as how they view it, that they open up the practice, they say, well, I must do the billboard because everybody else has got a billboard and I should do the back of the smack stage. Oh, well, yes. Dentists, like many industries, professionals are the law of the herd, right? What are other people doing? Right. Is kind of…

06:44
where they’ll tend to go and that I just need more new patients. Right. So where we’re at is our focus is on, as you know, call conversion and practice management marketing. And what’s really interesting is mass. And I don’t know if I mentioned that before. That wasn’t even in the, in the introduction, but, oh, I did say music, academy success mass. Uh, and so mass is one of the enterprises you do. One of the main enterprises that you do besides owning.

07:14
music studios, but that is almost identical to All-Star Dental Academy, but in the space of musicians. Right. And that’s what you’re saying to me is, Alec, come on, I can do mastermind for musicians, you can do it for dentists. And you were right. I have to stop arguing with you with that. You’re right. And so what I’m saying is the musicians maybe, you know, they have more time in terms of like…

07:40
Maybe thinking about marketing, but dentists are they just want new patients, right? Right. So the and And that’s enough now the other issue with with in terms of marketing is if you do what everybody else does you get? What everybody else gets right? Okay, and so cookie cutter. Yes branding or Whatever, but because the market is so saturated we have to be able to stand out And so that’s what I look at what this book

08:09
does and what you’ve been doing for decades is a type of marketing. That’s what I’m saying with direct response marketing, which in the name, response, getting them to do something, getting them to feel something, is what this book is all about in a sense. Absolutely. So, so, so precisely. So we’ve identified, they’re getting hit up all the time by ad reps to buy this, buy that. We’ve identified they’re copying everybody else. So as you alluded to it, it becomes incestuous.

08:39
That’s right. And then effective is the bigger problem. For they’re wasting money and we’re going to dive into either, I hope they get their pens out. You can always listen to the replay, but they’re going to learn a tremendous amount from the book. And again, it’s free, free.dembook.com. Sure. Where we begin with direct responses, as you said, and you said it pretty perfectly, the difference with direct responses, we’re not concerned about branding. A brand is not bad. And of course they, I know Dennis, they’re very visual. They have to be, they’re fixing people’s teeth and

09:08
you know, especially the cosmetic dentists, you got all kinds of dentists that you serve. So the look is important and I get that and I’m sensitive to that. But it’s, as you said, it’s varying from, okay, you can have a brand that you’re known for and so like No BS for example is a brand, you know, and that’s what it’s known for. But it uses, and this is what I want everybody to gain from today’s podcast and gain going forward is, to collect more leads, to get more sales, to get more patients, to fill your schedule.

09:36
go to practice two, three, four, five commercial property, which the one thing we did leave out is I own four commercial properties. Oh, another business. I don’t know how you do it. Well, I don’t know. It’s amazing. You’re what they call a serial entrepreneur. Yeah. I mean, we talked about the mastermind. I go, you’re nuts. Yeah, well, pretty much. My wife said the same thing. But it makes you happy and you’re good at it. Normally I would say, and dentists listen to me, don’t use Marty as an example. He is a unusual serial entrepreneur.

10:05
but when you tend to do multiple things, the quality suffers. For you, no, it doesn’t. You just have that mind and that drive with respect to that. So anywho. Well, thank you for that, Alex, and I appreciate that. And it is what I do for sport. It really is, I don’t golf, I don’t hunt, I don’t, you know. Enterprising. Yeah. And one of the areas that like…

10:30
for everybody who listened to the podcast, and I keep saying, and this is from my mentor, Tony Robbins, who you always wanna know about, is the quote that I love that he talks about is model the best. What are the best doing? And it was interesting. The stuff, it was wonderful, this year I believe it was, I spoke as a keynote for your Success Academy. And a similar model worked both in dentistry as it does in music. It’s similar, what we teach,

10:59
And this book is not music, it’s not dental, but all these, and this is where dentists, it drives me nuts sometimes, but they’re doing better with respect to it. Well, I’m a periodontist, right, or I’m an endodontist, or I’m a general surgeon, or in your case, I’m a musician, or I’m this type of musician, or whatever, or I have this studio. It doesn’t matter. Fundamental business skills work all around. What Dana Kennedy has been teaching and doing, and what you’ve been teaching and doing for decades,

11:28
works in every industry. And again, kind of your bio, and I also know, we talk about, you coach other people personally in multiple industries yourself. So, okay, so tell me, so we say about direct response being, unpack a little bit more. So tell me about this book. What are some of the, again, direct response being, just like it says, direct response. We’re gonna get people to act.

11:57
Branding and here’s here’s the thing Unless you’re above five million. I’m gonna say more than that ten million in revenue Like let’s say you’re a DSO or you have Many many locations branding is not going to be a good use of your money So this is like the Dan Kennedy stuff and the stuff that you’re teaching is like guerrilla warfare, right? How do we get the most out of? What we’re doing and so give me a little bit because it’s a no-brainer you guys get this book. It’s free So what this dude?

12:27
Very simple, dentists. Marty Smart, book good, get free book, okay? FreeDanBook.com. So give us a little bit of, in the book, some nuggets here, professor. Absolutely, so again, to reiterate what Alex is saying, you know, it is about getting a direct result. When you’re looking at a billboard, there’s really no result at all. Right. Unless you are McDonald’s. Right. As you said, Dan would agree with you that no business is different. We all like to think they’re different.

12:57
And we can communicate the different things that we do. The fundamentals are the fundamentals. That’s right. But direct response is, first we have to understand, it doesn’t matter what media source, any media source you’re using, Facebook, Instagram, direct mail, TikTok, your website, whatever it is you’re using, the media is irrelevant. The composition of your copy, and following the rules of direct response. I’m gonna go ahead and skip ahead here to chapter two. Okay. And on page 25.

13:27
He lists some rules. Okay, I’m not going to go through all of them, but I’m going to give some teasers because we have limited time. But they definitely should check out the book and get their highlighters out and go through each rule and put this into practice ASAP. But the first rule is there will always be an offer or offers. Now, most people say, well Marty, no look, we’re not doing coupons. That’s not what we mean when we say offers. There’s a lot of confusion over that. This is not about discounting price.

13:57
In all seven of my companies, Alex, I’m the most expensive. And I don’t discount price. Um, I will put together bonuses that makes sense to where I know the money math is going to work out that if the patient comes on board, in my case, students or coaching client, that even though it’s perceived, and this is the key, this is the seed, the magic trick. If it’s perceived as a high value with, with the bonuses they’re getting, whatever they are bonusing in, but they’re still paying full price.

14:27
then that will get them to act and give a direct response. And I hope everybody caught that. But there has to be an offer for something, you know? And so there’s many different ways to make offers. It could be by bundling in some kind of treatment, bundling in some kind of product, bundling in something. But whatever makes financial sense, you can bundle it in, but without discounting the core product. All right, now going on to rule number two, there will be a reason to respond right now. So that’s what the people are very meek about.

14:57
Okay, well, let me ask you this. This would seem to me like if I was if I took on a dentist as a client. The reason to me for people to get their teeth service now is the older they get, the more expensive it’s going to become. That’s makes sense. Because the older that you and I get I turned 50 on in on Sunday. The longer I delay treatment, the more painful the treatment is going to be. They should be jotting this down.

15:26
harder the treatment’s gonna be, recovery time’s gonna be longer, and it’s gonna be more expensive. Now to make sure I’m not talking out of turn, would you say in dentistry that’s true? Sure, absolutely. I just gave everybody a reason to respond right now. Right. The longer they wait, those four bad things are coming. You and I are both fathers. Well, self-esteem

15:51
with children becoming teens and then young adults and even into adults, and I’d say Alex seniors as well, as human self-esteem is important. Of course. So how we present ourselves physically. Well, we as parents want our kids to have the best clothes, go to the best schools, have the best childhood. Or we should. Sure. Well, their dental health is a huge part of that. So we can’t just say we’re too busy to, we need to make sure that we are taking care of our child’s dental health, not only for the physical.

16:21
Benefits which we have to illustrate through the copy in the ad but also the psychological. Okay So there’s another example of reasons to respond the homework for your listeners is to take it the rest of the way So this gave you two good examples of reason to respond One mainly for adults one mainly for children. You got pediatric dentists and that’s right, you know Okay, probably some denture clinics and all kinds of stuff so because the other big thing about the book is and I’ll kind of pause on the rules for a second is Direct response is all about what Dan Kennedy calls the the triangle

16:53
And the triangle is, and everybody should write this down, is using the right media with the right message to the right market. For example, one of the biggest misconceptions out there, people say, you know, well, people aren’t using Facebook anymore. Well, that is absolutely just not true. Now Alex, I will be able to admit that I use Facebook today, mainly for business, less personal, but I use Facebook all the time. I would assume you used Facebook today.

17:23
I’m not using it. My team is. Well, okay. All right. But you’re, you’re on a different time to time, but let’s just say, let me put it this way. Statistically, if you look at somebody who’s trying to get their message, uh, to adults, for example, well, the adults are on Facebook, the statistical fact, that’s where that market is. They are not, Instagram will be under that. Tick-tock will be under that if they are trying to reach teens and young adults.

17:53
more to talk that flips it flips. They are on TikTok, Instagram, Facebook is the last place they want to go. That’s logically because their parents are there. So they want to go there. They got moved out. Okay, but it’s about composing the ad again with an offer, a reason to respond, whatever media is going to get the message of whatever message they compose by following the rules in this book, and there’s a lot more they should go through.

18:20
There’s a line, I don’t know if it’s in this book, but Dan Kenny has said before that I love that kind of sums up direct marketing, is why should I work with you or just not do anything? Right. And everybody, it’s not the other dentist that’s a competition, it’s Disney World. It’s spending money on something else because dentists, unless it’s like an emergency, why do I need to go spend money?

18:47
It’s not necessarily typically fun, although All-Star makes it fun and exciting where you love going to the dentist, but typically it’s not where you’re going to go. Most offices that are not trained in any business, medical is worse, they don’t want to be there, the team. It looks like it. The old adage is pulling teeth, right? It is. It’s much people and finances are tight in this economy and many economies for people.

19:15
Why am I gonna do that? And so that’s where the copy and knowing your audience so well is the stuff that you’re teaching in this book and what you’ve been doing for a while. Yep, absolutely. So message market media, realize that the media itself is irrelevant. That there’s two other big things, like it’s like, there’s nowhere limit on time that I wanna make sure we hit before we go, which is the other part is, and you alluded to this earlier, is tracking. And what…

19:42
talked about in the book is that you need to write this down. There shall always be measurement. And one of Alex’s the pinnacles of direct response marketing for dentists or any non-direct response marketing business is knowing how the ad is actually working. So putting out a dollar getting to two dollars back. That’s right. Putting out a dollar getting ten dollars back. Now you are, I’m gonna throw it back your way, a brilliant mind and from our first meeting you may not remember this in St. Louis.

20:12
first time I met you, I was, and still am very impressed with your ability to, if you guys don’t know this about Alex, to program. Of course you have people helping you now because you’re busy. But at the time your business was, mine was smaller, all of ours was, which is why we were together. But you get this real left brain and you’re real good with numbers and math and computers.

20:34
But most docs are busy because they’re getting the practice of 7am. They’re seeing patients. That’s right. Patient, patient, patient, patient, patient, trying to grab a quick lunch. Okay. Patients are gone. I’m trying to do some paperwork, deal with insurance companies, taking messages from the family, trying to get home for dinner. They’re exhausted. And then they rinse and repeat. That’s right. So my biggest advice to be a direct response marketer is stop just giving the money to the ad agencies and hope for the best because the ad agencies are not going to tell you.

21:02
They don’t want to track. I’ll tell you a funny story that’s in the book. Um, so years ago, I went to a radio station. I was taking a spot and I was doing all the stuff we talk about in the book. There’s an offer. And of course there was also a deadline, which you have to have a deadline as well for whatever it’s you’re doing. It just gotta be a reason to go now. Not a reason to go someday when they get around to it. That’s an important statement. It’s gotta be a reason on urgency, critical urgency, absolutely building

21:29
At the end of the commercial, I said, you know, contact, um, say you heard this station by this date, you heard it on the station. And I was surrounded by three ad reps and they stopped the whole thing. And I said, what they said, you can’t say, did you tell, say you heard it on the station? I said, well, I’m paying for this. I mean, I’m going to do it. And I fought tooth and nail. They finally let me through, but see, they were just so livid that I was going to track the response and performance of the radio ad. So what I’m saying to all the dentists on the podcast today is they got to find a way through their staff.

21:59
through whoever to really track actual dollar results. Now impressions are worthless. Ad reps love to show you them. Google loves to show you them. Facebook likes are worthless. What matters is what actually went through, I wouldn’t say register, but you follow me through the practices. I totally agree. They gotta be some tangible measurement that, so what we do at All-Star, it’s gonna be, okay, a book download or a webinar opt-in.

22:27
even not even a sale, but for dental practice, you gotta be, okay, how many phone calls registered? How many forms were submitted? And not spam calls, but real calls. And then you can say, okay, this generated X, and then where we kinda work a lot with dentists is, how did you convert them? Let’s listen to the phone call, let’s record it. So tracking everything, I know you and Dan are big on measuring everything and making sure that you’re keeping.

22:55
your marketing accountable, but also keeping your team accountable. Because as you know, with the story, you know, Heather, she’s very much like you. Right. High integrity. But don’t cross. Don’t cross Marty and Heather. OK, there you guys are very generous until you do something naughty. And that. So with my father’s practice, we had tons of marketing, but they weren’t converting until we had a rock star like Heather superstar on the phone.

23:25
All-star. And so that’s important too. Everything’s got to be measured and tracked. So yes, I totally agree. So again, where we’ve been so far, amen to everything you said. You know, one, it’s making the shift from just branding to direct response. That’s right. Going through this book and going through the other rules, there’s, I can’t remember how many years I think there’s 10, but go through each rule, highlight it, put it into action for your practice and go through each rule to help you now execute and implement the right ad. Make sure there’s an offer.

23:54
make sure it’s the right media market message. We’ve already covered a lot. And make sure there’s tracking, tracking, tracking. The big thing we talk about is, you know, in the industry and in the book is LCV, which is lifetime customer value. Yes. So if I go to Dr. Nottingham, and over 40 years, cause I love being your patient and your staff, and I’m not going anywhere. Well, Marty Ford is not worth $500 for a cleaning or treatment or whatever it is I did.

24:23
Marty Ford is actually worth tens of thousands of dollars. Totally true. Because of the lifetime I’ve been there. So they got to put down their homework list. And they say, Well, Marty, how do you figure that out? Well, they just got to get a pin out and start with some kind of ballpark. Just be easy on yourself, guys. Listen, I know you’re working hard. Take the weekend, get some coffee, do whatever as you do. But just just got to start with some number that you suspect. Yes, your average patients are worth well, life. There’s time with you. I was having this conversation with the

24:53
president of Omni Premier Marketing. He specializes in dental practices, great marketing company, good people. And he was talking about, talking with a client saying to me, what are you looking to spend to acquire a patient? And they’re like, I haven’t thought of that. And they’re like, a dollar, two dollars, it’ll start somewhere. But I know that’s, but if you see what’s going on, that LTV, lifetime value, whatever, is, yeah, lifetime value.

25:22
is you then have an idea of what you can put into your marketing, what you can put into your team to make them better at converting. Because like you said, I believe it all star, so we use a number, and I think you’re actually funny when you said 500 bucks, that’s not a bad place to start. $500 a first year value of a patient, that was a couple years ago, the ADA was like around four something, so it’s probably five, 600 now. If you’re specialty, it’s more. But.

25:52
10 years is $5,000 to $10,000 a patient. You’re right on, Marty. And then that’s not including them referring other people. So they can be with $50,000 to $100,000. And that’s right. And so you say, okay, let’s say a patient’s worth even $5,000. Well, what can I afford to spend on it? And that’s just the person, forget even the referral. You can potentially spend hundreds of dollars a client.

26:20
and then you have your multiple because you have overhead expenses and so on. So these are the conversations you have to have to be able to do it. And if you want to, look, put it this way guys, listening. If you want to be serious about running a business, a great place to start, get the book, okay? Keep listening to the podcast. I mean, yes, this is, what is this? Nepotism, yes, my mastermind leader, he’s phenomenal. So yes, listen to me, listen to Marty, get the book.

26:50
Okay, follow what’s there. It’s been around for, you know, stop trying to recreate the wheel. At the time of this recording, the market took a dip the other day for the recording, and it’ll come back up. But they’re trying to true things that you’re never gonna beat the market. You always wanna be around there and you let it go. You try to be too smart or you don’t pay attention, you’re gonna get your, what, lunch handed to you? So, or whatever they say, the expression.

27:20
So the point is use these principles been around, they work, know your LTV, follow the marketing tactics in the book, right? And the way of thinking, it’s not just marketing. What’s great about direct response and what this book demonstrates and what you have been teaching, what we’ve been teaching is think better. You gotta be able to think better and you really out think not because you’re smarter, but you actually spent the time. That’s why Mark.

27:49
Marty keeps saying, write it down. If you don’t write it down, you’re not serious. Brian Tracy, one of my mentors would say that, is you have put in the time and thoughtfulness to give a hoot about what you do, about your patient. And that’s a big thing with direct response. You and Dan talk a lot about who is your ideal client, what are they like? The reason you guys are so good at it, and I think I’ll start very well too, I don’t wanna toot our own horn,

28:18
You have to know your client. You gotta know the patient. How are they feeling? What are they like? And make sure you tell the story in your copy to be able to act. Now, you will agree, this is some powerful stuff in this book. And Marty will be the first to say, you use this for good, not for evil. You don’t use these tactics to manipulate. You could. That’s not what you’re trying to do. Right.

28:45
You have a good product, you’re a good person trying to help people. And that’s what these tactics are looking to do. Don’t use them for evil. Use them for good. Yeah. Right on. Right on. And as we wind down, I want to go over and make sure we hit this one point. Sure. Yes, sir. I’m sure you’re going to have a lot to say on it with your work at All-Star and your dentist. But one of the rules in the book, Alex, and this is going to resonate with a lot of your docs, is there will always be follow up. Now that seems pretty obvious to them. They know there should be follow up. The lead comes in.

29:15
and they weren’t converted and they turn over the staff and staff, here’s leads. But how many dentists listening to this right now have discovered after a staff left member left, or just by finally getting around to it on a weekend that there’s hundreds of leads that are just collecting dust. Absolutely. Not one thing going on with them. That’s the killer of most businesses. Yeah. So I hope everybody took a lot away from today’s podcast and they’ll definitely take a tremendous amount away from this book and it’s free, freedanbook.com.

29:45
But if they can just focus on it, which I hope they focus on all of it, by the way, but if they just focused on one Alex and improve their follow up through automation, through technology, through systems, through consistency, through enforcement, and I think really company culture and focus of just being the broken record of people always say, well, Marty, how do we get them to do what we want? Well, one, they either have to do it and, you know, we veer into the ruthless management thing, but, you know, I personally don’t keep them around.

30:12
But to a lot of them are safe, a lot of them are trainable. But only if we as the owners of the business, whether it’s the dentist, the coach, whether it’s the director, whether it’s the real estate owner, whatever it is, being the broken record, okay? That they know that five days a week, let’s say it’s you, for example, if Alex doesn’t know the follow-up numbers, status, rates, conversion, everything, Alex is not going to be quiet about it. But that’s all Alex and Marty.

30:40
to be that leader from leading from the front and just constantly focusing them on, you know, the LCV, the return on investment, the dissemination of the ads, the follow-up. Follow-up, there always has to be follow-up. And I don’t blame them for thinking it’s hard, it is hard because you’re trying to get humans to do something, but even through automation and technology, there’s a lot of cool tools out there. But Alex, what do you think about follow-up and the importance and vitalness to be a true direct response marketer?

31:09
For the dentistry service. Tremendous. And it’s, I know for my father’s practice was difficult until Heather came in and I came in and took it over, but it’s still difficult to get everybody on the page. But you first have to recognize the importance of the issue. And so there is a lot of technology that can do it. And if you don’t have auto responders, if you don’t have, and in dentistry we have a lot of technology integrations that will connect with your practice management system and do that. But-

31:38
And even at All-Star, we’re very technologically advanced, but don’t rely just on the automation. The human touch, especially now, because automation and AI are exploding, people still require the human touch. And so if you compare a smart automation with the human touch and giving a crap, caring, if you care, that comes across, and you’re light years of everybody else. So you just gotta make sure you’re doing it.

32:07
And this has been something that, again, Dan and you have been preaching for decades. And it works for thousands and thousands and thousands of businesses across all the spectrum of the market. So let me ask you this. No, excuse me, it’s freedanbook.com. Yes. And it’s free for whoever goes, yes. Now I’ll ask you, of course, when we release this,

32:36
everything’s limited. What is the limitation? Because like, okay, I can, can I get this next year? Or how many copies, Marty, you have been so kind, but how many do we have available for those who are going to go do that? It’s available now. This is the urgency piece. Yeah, yeah, yeah, yeah. There’s always a limitation. It’s available now. The limitation is, if they go now, they’ll be able to get one. They do got to pay the shipping of Hamline, which I think is $9. I don’t know what it is. But um,

33:01
But the thing they’re gonna miss out on, what’s so cool about that page, if they go to freedambook.com, there’s a lot of bonuses they get. Okay, you lose the bonuses. You lose the bonuses, which I love how you did that. We didn’t put a lot of prep into this on purpose. We don’t want it to be canned. We want this to be a casual, fresh, organic podcast. And that’s vital for the success of it. But what you just did there so adeptly is, close the loop on what I said at the start of the podcast. You did. We are bonusing in this stuff.

33:32
to drive the sales of the book, which is sold again, you know, thousands and thousands of copies, number one, three different categories, strong categories. But the urgency, the reason to respond now is that they want the bonuses, then they want to go in and get there. And it’s basically just different trainings, continued trainings they can do because they’re just going to get so excited about direct response marketing, they’re going to want more. And the bonuses are in there. There’s all kinds of cool stuff. There’s a long list and the page lays them all out. But those will not be there forever. Okay. And once that door is closed, it’s closed.

34:01
All right, I’ll make sure that I get this podcast scheduled early so that our dentists get to, because I know you’re in the promotional launch and usually the promotional launches of the books, you get a lot of giveaways, but as that ends, then you take that away. And you’re pretty, I’m a lot easier going than you are. I’ll keep things a little longer, but you’re like, when the deadline’s over, it’s over. We’ll have dentists come and say, oh, I wanted that strategy call with Alex. Is this still available? I’ve missed the deadline. Heather will let them go after a few days. You’re like, no, sir.

34:31
And I know you get on me for that. You get on Heather and I about- I’m working on it. I know, we’re a little nicer about that. I’m working on it. That is what it is. Marty Fort, the great Marty Fort, thank you so much for being on the program. And again, that’s freedandbook.com, freedandbook.com. And remember to follow us on Apple Podcasts, Spotify, YouTube. And we’re all over social media. Get the episodes as they are released, share with your friends. And until next time.

35:00
Go out there and be an All-Star.