Know-How Exchange : Advertising/PR

The good response to your fax broadcast is very encouraging. Select some clients you do have who would have similar needs as dentists. What these prospective customers are looking for is reassurance that you can meet their needs, so while you may not have experience with dentistry, clients in similar markets (building up a practice, dealing with insurance issues, one-on-one communication skills), will probably go a long way to giving a good referral.

Good luck!

Joy

This might be one of those times when you have to give a little up in advance. You may have to give them a teaser of what you would do for them...with some specifics.

Example: We have also done some work for a dentist. He had run the same ad for 3 years (actually he's my dentist so it was a little easier) and gotten ZERO response. Yes, some of his clients would come in and say "we saw your ad and it's really good", but no measureable increase in business.

I spent a saturday am with him and we rewrote the ad (I say "we" because he didn't want to be as aggressive as I thought he should be) and when I left, I told him he'd end up with 7 phone calls where he could get 30 if he went all the way with suggestions. Turns out he got 10 calls THE FIRST DAY and added 3 new clients. He's still using that ad.

Now, I don't say all that for any reason other than that example allowed me entree into other professions. Everyone's interest is sparked when you can show results.

Give them examples of other industries and how it would apply to them. A longer road but still effective

Also, when you're working for them, ask them for a geographic boundry so you aren't stepping on them in finding new customers.

Michael

Be HONEST with your target, they will "smell" the smoke very quickly if you are trying to BURN them. If I were you, I would answer that way: Well, am a new member on that market, so I would like to gain an experience, and do my best to satisfy my clients' needs, so for now I am building a "database" and as soon I have results I will get back to you and refer some of my best clients.

that's it...

There must have been a reason you targeted dentists. What was it? Why did you think they were the right match for your skills? If you can articulate that reason, it may help us formulate a good answer to their [very appropriate] question.

Above all else, as others have said, don't lie. Tell them that good marketing applies to all products and services, and that you always start at the strartegic level, develop sound plans to achieve client objectives, etc. Then refer them to clients with needs as close to theirs as possible.