 like memes or videos or you can educate them. That's amazing. Or when you know, for example, you know what my audience is like, let's say affluent people and you are in an area where you have many of those. And for example, one of the things that you could do is that you say, "You know what, in my area or in close to me, many of affluent people live in this postcode." And then you can just basically send out something to this postcode. And then you could offer something. Like what's your value ladder? Do you have a value ladder? What is a value ladder? Value ladder is like if you offer something maybe for free and then you have... Well, for example, hey, come in, I'm going to give you a free...
0:22:54.5 KD: Free whitening.
0:22:54.8 RL: Maybe like a...
0:22:54.9 KD: I think free whitening oftentimes, I think I see often.
0:22:58.7 RL: Yeah. For example, free whitening. Yeah. And then a person comes in and then it's like, "Well, but maybe you also would like to have this? Or you would like to do this? Or maybe... " Like know what are the logical next steps and you're going to get... Like, free whitening, who wouldn't take that? But if you just spread it around and you don't know your audience, you're going to attract whoever and people are going to come for free whitening and, "All right, thank you. See ya." But if you really know who is that person that you want to serve and also your whole dental office, is that the way you call it?
0:23:36.3 KD: Yeah. Dental office and practice. Yeah.
0:23:37.8 RL: Yeah. Also your whole dental practice is basically is something that is attractive to your customer. For example, if it's kids, if you want to attract kids or parents with kids, then it should have toys in it. It should have something in it what's funny for kids or you should maybe have like when the drill comes like, "Oh, now comes the bee," or whatever.  Like basically, it's really something... How can you attract that? And talking about TV because you were actually talking about that before. I was working, as I told you, for more than 1500 hours on TV. And I'm sure also in your area there is a local TV station. And I mean, on the one hand, as a dentist, I get it. You have... I mean, it's all... Like you need to create something that's newsworthy because I mean, "Yeah, we got teeth. Yeah, we need to go to the dentist. What's new?" But how can you create some content around something that like, that is amazing, something that is maybe that you haven't thought about, or that nobody talks about very often.
0:25:02.2 RL: But now like, oh, there comes a new method of brushing your teeth or is this, whatever kind of groundbreaking new things that are happening? And you need to also pitch this to the stations. You need to pitch it to journalists. May it be for newspapers, may it be for TV stations. Maybe you actually have a PR agent. If this is something you really want to take serious, like expanding your brand, building your brand, then I would seriously also consider getting a PR agent who has contacts who maybe knows those people and get you there in contact.  It's about you also telling some stories, telling some interesting things where people can relate to.
0:25:50.5 RL: And when they see you, they're going to be like, "Oh, that's the podcast woman or that's the woman that I saw on TV or that's... Yeah, I want to go to her. I want to go to her dental, the Dental A Team or do her dental practice," whatever your name is of that. That's something that I would enjoy. Because people buy from people that they love or that you like.
0:26:14.3 KD: Right. Yeah, I love it so much. I feel like there were so many pieces in there, guys. Ronny comes from a different industry and that's why I wanted him on the podcast, because I feel like sometimes in dentistry we get stuck in our ruts of doing the same thing rather than thinking outside the box.
0:26:30.2 KD: So as you were saying that, Ronny, I was thinking, guys, like, great ways that you can attract just some easy tangibles for you are, like he was saying of newsjacking. Tik Tok's pretty hot right now, guys. And there's a lot of trends, and you could make some fun trends on tick tock. And that is a form of newsjacking because you're hopping on to already made trends and themes and memes and your practice is following suit. So it's a real easy way if you want to try and get into it in a tangible way. And then I was thinking when you were talking about, what's your offer and we thought for dentists, as you were saying it, of how to bring it full circle of what Ronny just said and then giving you guys some tangibles is, okay, offer the free whitening or whatever your irresistible offer is.
0:27:14.6 KD: But then where I feel like you build your brand and your differentiator is on your experience. What is that experience in the practice for your patients? Because people hate going to the dentist. But if you don't know your target audience, like Ronny was saying, like amazing experience for a child at your practice is going to be radically different than if you are trying to attract elderly patients. Elderly patients are going to want different type of marketing, different type of experience rather than young children.
0:27:43.6 KD: And so with Ronny saying that, I really hope you guys take time to assess one who is our ideal patient. And so many dentists, when I do this exercise with them, they say, "Kiera, every patient is my ideal patient." I'm like, "That's not true." Patients who pay you and who pay you well are your ideal patient. Like that's who you want to have in your practice. So really figuring out...
0:28:04.1 RL: And how can we get more value actually of the patient, by the way. Like, how can you actually create more value? Because as the patient is already there, how can you create... Not just how can I get more money, how can you create more value? Also, more value for them equals more value for you.
0:28:20.6 KD: Amen. I think that that's something that I don't feel is often thought about. And it's really serving these patients. It's giving them an amazing experience. And then also thinking outside the box. So when Ronny was talking about going to the newspaper to journalists to TV, I don't know how many of you probably freaked out and you're like, "There's no way." But could you imagine if you were on local and in the community and giving a great information. Like you guys, there's sleep apnea. That is a huge topic that I think impacts more patients than we realize, that people don't realize that if you snore, you might actually be having issues with sleep apnea. And that's an easy fix that can actually save their lives. That is a really fantastic educational piece for your community that would set you ahead as an authority within your community. You're giving massive value to your community. And I actually think a lot of people would probably publish articles like that.
0:29:15.0 RL: And think about that Kiera, like if somebody has sleep apnea, what are they going to do? On the one hand, they might ask the doctor, but first, oftentimes, what do you do nowadays? Yes, Google.
0:29:27.3 RL: Like, you're going to look. Because as you were mentioning, TikTok, for example, TikTok is a platform, like TV is a platform, also the internet is a platform, also of course, newspapers is a platform, magazines and so on. And YouTube and Instagram and LinkedIn and Facebook and so on. Like all those are different platforms. The question is, once you know who is your target audience, I cannot emphasize that enough. Also, where are the congregating on what platform, whatever they're looking at? Are those the people who are looking or searching on YouTube? Are those the people who are searching on Google? Are those the people like, what are you doing? And if you, for example, have a great video about that on YouTube and maybe have some great... Like once a week, put out a video on a certain topic, how cool is that? Because then the people are already going to know you. They're like, "Oh yeah, that's the internet doctor. That's the internet dentist."
0:30:25.1 KD: Amen. I think you honed in on something that I hope people are really taking home with them. And that is knowing your target audience will save you thousands of hours of time, in my opinion. Because instead of trying to be on every platform, doing everything, you are really isolated into where your target audience is hanging out. And I can't say that enough. If you want to