This week, I have heard a lot about the fits and starts of the economy in my coaching appointments. With only a few notable examples, it seems that everybody is just seeing fewer searches, calls and consults. It’s a lot like the short slow down a lot of the market saw in May earlier this year.
However, yesterday, it was announced that consumer spending was up in July. Clearly, there is little pattern as the economy staggers forward. Even more clear is the fact that old established cycles are not emerging like they have in years past. So, being out of our comfortable patterns, it is important to avoid counterproductive choices just to keep your business rolling.
One way to do this is to eliminate the word FREE from your business vocabulary.
I am writing this today at the end of a summer-long promotion where we gave away four minutes of web drop video with each HTML/Flash web site. So, you see, I am as guilty as anyone who has recently “free” elements in selling new business. However, after reviewing the results, I have decided to take a stand against “free” and go back to what I know is an important marketing point: That being that “free” really conveys no value.
We had several new web sites sold this summer as part of our FREE web drop video promotion. The offer got a lot of conversations started and some web sites signed on. However, in the course of all the sales conversations about web sites, I determined that the free offer, although it was good for starting the conversation, was not a determining factor in whether or not the client chose to do their new web site with Dog Star Media. There might have been an isolated case here or there where this was a determining factor but I think overall, it was not.
I’m glad that those who bought on the special are getting this upgrade because I strongly believe that web drop video is one of the most competitive tools out there for a web site and that all cosmetic practices should have it on their site. However, I wonder if in doing a Free Video promotion, if I undercut the value of this for everyone else who is considering it. This is something you should consider when designing your marketing promotions. Many people who receive something for free never appreciate the true value of that service or object.
So, with the special ending today, I want to encourage all of you to reconsider what, if anything, you are giving away for free. Look at your patients and the responses you are getting and ask yourself if you are undercutting the value of some of your services by throwing them in as free. It is a hard habit to break so, I am going to go first here. When the free video special ends today... so does my use of free promotions. I will shoot them down with coaching clients when I see them and I will not be practicing them
So, let me tell you about the most valuable tool you can add to your web site if you are a cosmetic dentist or cosmetic surgeon. It is a video web drop. It is high value. Our price for such video, under my expert direction, is $1200/finished minute. And it is worth every penny.
If you are interested in adding video of yourself talking on your web site, please email me at donald@dogstarmedia.com.
Tuesday, August 31, 2010
Tuesday, August 24, 2010
New web site and a moment for thanks
Congratulations to Angela Blass, DDS on the launch of her redesigned web site SmileCentralIowa.com. This is an HTML site with Flash with a content manager and it looks fantastic. The goal, which I think was met very effectively, was create a site that portrayed dentistry performed in a spa-like environment.
A site like this is the best of both worlds. It has all the aesthetics of custom-designed site, has some Flash to establish a high-end look and feel and optimizes well due to the HTML nature of the site. This is the kind of site that about 85% of our cosmetic dentists and cosmetic surgeon clients order when designing a new web site. And, for those who are wanting to manage their own content, we can do that, too.
If you are considering a web site change this year, please remember our Summer Web Site Special has only 7 days left. If you order an HTML/Flash site like this one, you can receive 4 minutes of web drop video for FREE.
In addition to this site launch and reminder about the web site special, I wanted to take a moment to recognize our loyal Dog Star Media clients. One of the difficult parts of owning your own business is the feeling that you are responsible for all aspects of the business. This includes marketing and sales which are vital functions. However, these are vital functions that are not part of dental or medical training.
Every August, I try to stop for a while and think about who I have spoken to and what we have done this year. With the economy in fits and starts, very few have had smooth years and nearly all would say things are improving. That’s good. But I really admire how all of our clients survived the Recession and are strategically building their businesses again. And, all of this is occurring in a changing landscape
Our clients have become smarter over the last few years, sharpening their savvy on knowing what to measure, how to measure it and how to react to the results. (In other words, they took our advice on metrics much more to heart when it really counted.) For the most part, wasteful spending has been identified and eliminated. Nearly all our clients use our tracking telephone numbers to measure and monitor incoming calls to ensure productivity. In its second year, our SEO program has been a great success with most clients posting new traffic gains nearly every month. Our clients have made a major tactical change, many moving from a heavy reliance on mass media to a surgical approach on the Internet.
The speed at which our clients adapted and added mobile web sites has also been impressive this year. The need for this new feature for a complete Internet strategy really popped up over night earlier this year when Google started measuring mobile use on the Analytics dashboard. So far, mobile site orders at DSM have outpaced web site orders and that is a tribute to our clients being forward thinking and wanting to make the best first impression no matter how the user comes to the site.
This has also been the year of the web re-design. As I mentioned, the majority of our clients choose HTML/Flash sites so they can have it all: custom aesthetics and search-engine relevant content in HTML code. We have redesigned many web sites this year, many of those changes were driven by the client understanding his/her site user statistics and realizing that an HTML/Flash site could improve their traffic and responses.
I guess it comes down to the wisdom to change when change is needed. That is a great theme I have seen this year in our client base. And, putting that wisdom into effect takes some guts and fortitude. So, today, I want to thank our clients for having that fortitude and trusting us to help them reach their objectives.
If we can help you with any of these marketing or media strategies, please let me know at donald@dogstarmedia.com.
A site like this is the best of both worlds. It has all the aesthetics of custom-designed site, has some Flash to establish a high-end look and feel and optimizes well due to the HTML nature of the site. This is the kind of site that about 85% of our cosmetic dentists and cosmetic surgeon clients order when designing a new web site. And, for those who are wanting to manage their own content, we can do that, too.
If you are considering a web site change this year, please remember our Summer Web Site Special has only 7 days left. If you order an HTML/Flash site like this one, you can receive 4 minutes of web drop video for FREE.
In addition to this site launch and reminder about the web site special, I wanted to take a moment to recognize our loyal Dog Star Media clients. One of the difficult parts of owning your own business is the feeling that you are responsible for all aspects of the business. This includes marketing and sales which are vital functions. However, these are vital functions that are not part of dental or medical training.
Every August, I try to stop for a while and think about who I have spoken to and what we have done this year. With the economy in fits and starts, very few have had smooth years and nearly all would say things are improving. That’s good. But I really admire how all of our clients survived the Recession and are strategically building their businesses again. And, all of this is occurring in a changing landscape
Our clients have become smarter over the last few years, sharpening their savvy on knowing what to measure, how to measure it and how to react to the results. (In other words, they took our advice on metrics much more to heart when it really counted.) For the most part, wasteful spending has been identified and eliminated. Nearly all our clients use our tracking telephone numbers to measure and monitor incoming calls to ensure productivity. In its second year, our SEO program has been a great success with most clients posting new traffic gains nearly every month. Our clients have made a major tactical change, many moving from a heavy reliance on mass media to a surgical approach on the Internet.
The speed at which our clients adapted and added mobile web sites has also been impressive this year. The need for this new feature for a complete Internet strategy really popped up over night earlier this year when Google started measuring mobile use on the Analytics dashboard. So far, mobile site orders at DSM have outpaced web site orders and that is a tribute to our clients being forward thinking and wanting to make the best first impression no matter how the user comes to the site.
This has also been the year of the web re-design. As I mentioned, the majority of our clients choose HTML/Flash sites so they can have it all: custom aesthetics and search-engine relevant content in HTML code. We have redesigned many web sites this year, many of those changes were driven by the client understanding his/her site user statistics and realizing that an HTML/Flash site could improve their traffic and responses.
I guess it comes down to the wisdom to change when change is needed. That is a great theme I have seen this year in our client base. And, putting that wisdom into effect takes some guts and fortitude. So, today, I want to thank our clients for having that fortitude and trusting us to help them reach their objectives.
If we can help you with any of these marketing or media strategies, please let me know at donald@dogstarmedia.com.
Tuesday, August 17, 2010
Summer Web Site Special.
By far, the most popular kind of site we produce is a combination of HTML and Flash. This sort of site has an HTML base for optimization, just enough Flash to add a higher level of aesthetic
Time is running out!
There are two weeks left in our Summer Web Site Special. For new Flash/HTML web sites ordered between June 1, 2010 and August 31, 2010, we offered 4 FREE minutes of web drop video at no additional cost. The four minutes of web drop video is a $4800 value and adds a remarkable image of difference to your web site. Video makes a vivid impression that cannot be duplicated in still photos and text. When you speak on video, your style, mannerisms, trustworthiness and genuine personality comes through while you speak. It is a much better first impression when done well and with such a first impression comes the beginnings of trust.
Here are examples of what this kind of site can be like:
http://www.lakecrestcosmeticsurgery.com
http://www.heartlandcosmeticsurgery.com/index.php
http://renewyou.com/
Video of the doctor is simply one of the strongest tools out there for differentiating yourself. This is exactly why we chose to put it on special this summer. Everyone wants it but for most who are redesigning their web site, it is a little out of reach financially. We wanted everyone taking the initiative to improve their web site with us this summer to be able to do so with the most benefits at an affordable price.
So, we decided to throw in the video on new Flash/HTML sites. If you are serious enough to commit to a site that optimizes well AND has the highest level of aesthetic while others were sleeping this summer, we wanted you to have all the benefits possible. With 14 days left, there is still time to take advantage of this deal. It will end on August 31, so if you are considering redesigning any time in 2010, you can save $4800 by just signing up with us to start before September 1.
There won’t be very many offers on web sites with this much added value. If you want to take advantage of our Summer Web Site Special and get the free video, just ask me at donald@dogstarmedia.com.
Time is running out!
There are two weeks left in our Summer Web Site Special. For new Flash/HTML web sites ordered between June 1, 2010 and August 31, 2010, we offered 4 FREE minutes of web drop video at no additional cost. The four minutes of web drop video is a $4800 value and adds a remarkable image of difference to your web site. Video makes a vivid impression that cannot be duplicated in still photos and text. When you speak on video, your style, mannerisms, trustworthiness and genuine personality comes through while you speak. It is a much better first impression when done well and with such a first impression comes the beginnings of trust.
Here are examples of what this kind of site can be like:
http://www.lakecrestcosmeticsurgery.com
http://www.heartlandcosmeticsurgery.com/index.php
http://renewyou.com/
Video of the doctor is simply one of the strongest tools out there for differentiating yourself. This is exactly why we chose to put it on special this summer. Everyone wants it but for most who are redesigning their web site, it is a little out of reach financially. We wanted everyone taking the initiative to improve their web site with us this summer to be able to do so with the most benefits at an affordable price.
So, we decided to throw in the video on new Flash/HTML sites. If you are serious enough to commit to a site that optimizes well AND has the highest level of aesthetic while others were sleeping this summer, we wanted you to have all the benefits possible. With 14 days left, there is still time to take advantage of this deal. It will end on August 31, so if you are considering redesigning any time in 2010, you can save $4800 by just signing up with us to start before September 1.
There won’t be very many offers on web sites with this much added value. If you want to take advantage of our Summer Web Site Special and get the free video, just ask me at donald@dogstarmedia.com.
Tuesday, August 10, 2010
Another Web Site Debut
We’d like to congratulate Dr. Mayli Davis on her new HTML/Flash web site. You can see it here at drmaylidavis.com. It’s a great blend of cosmetic surgery and ocular medicine and the look and feel connotes such a feminine touch. Good job, Dr. Davis.
Right now, there are a lot of web sites that are being redesigned. We are in the last few weeks of our Summer Special which offers 4 FREE minutes of web drop video ($4800 value) for any HTML/Flash web site like this one. The deadline to order your new web site in this special is August 31 and there has been a lot of interest.
It’s a Balancing Act
We are seeing an interesting swing back to the importance of design in the last several months. When things got tight about a year ago, everyone in the cosmetic surgery and dentistry markets seemed to put heavy emphasis on search placement and direct investments in traffic. For many it was necessary but, in the long run, it is causing an over-correction. As business is stabilized and new goals in sight, it seems there is a groundswell of interest in updating sites to make the look more competitive. This is great, too. But we are cautioning clients to try to maintain a balance this time and not do another over-correction. This time, let’s make great looking web sites that are highly competitive AND optimize AND convert new patients. This time let’s create a great balance of presentation and measurable strategies.
Tracking Numbers Half-Price
This is a great time of year to try our best measurement strategy. August is halfway through the billing year for tracking numbers which means they are half price ($240) due to the pro-rated cost schedule. The numbers renew at full price in February 2011 but you can try them until then for only $240/number. Tracking phone numbers are unique numbers that route directly to your number and can measure all details of your calls from a unique source, like a web site or an ad. This strategy is the best way to know who is calling and what is happening on those calls. It is the least expensive and most effective marketing measurement strategy we offer. If you are interested in trying our Tracking Number strategy at half the cost, please email me at donald@dogstarmedia.com.
If you are part of the wave that is redesigning and refocusing your web site, I highly suggest you take advantage of our Summer Special. Video is the most effective way of introducing the doctor to a broad audience and it is a great way to separate yourself from the competition. This is why we made it part of our Summer Special. If you want some brief comments on why video is so effective on cosmetic dental and medical web sites, just watch the first video on our web site, dogstarmedia.com. If you are interested in jumping on the Summer Special as we tick down the summer, please email me directly at donald@dogstarmedia.com.
Right now, there are a lot of web sites that are being redesigned. We are in the last few weeks of our Summer Special which offers 4 FREE minutes of web drop video ($4800 value) for any HTML/Flash web site like this one. The deadline to order your new web site in this special is August 31 and there has been a lot of interest.
It’s a Balancing Act
We are seeing an interesting swing back to the importance of design in the last several months. When things got tight about a year ago, everyone in the cosmetic surgery and dentistry markets seemed to put heavy emphasis on search placement and direct investments in traffic. For many it was necessary but, in the long run, it is causing an over-correction. As business is stabilized and new goals in sight, it seems there is a groundswell of interest in updating sites to make the look more competitive. This is great, too. But we are cautioning clients to try to maintain a balance this time and not do another over-correction. This time, let’s make great looking web sites that are highly competitive AND optimize AND convert new patients. This time let’s create a great balance of presentation and measurable strategies.
Tracking Numbers Half-Price
This is a great time of year to try our best measurement strategy. August is halfway through the billing year for tracking numbers which means they are half price ($240) due to the pro-rated cost schedule. The numbers renew at full price in February 2011 but you can try them until then for only $240/number. Tracking phone numbers are unique numbers that route directly to your number and can measure all details of your calls from a unique source, like a web site or an ad. This strategy is the best way to know who is calling and what is happening on those calls. It is the least expensive and most effective marketing measurement strategy we offer. If you are interested in trying our Tracking Number strategy at half the cost, please email me at donald@dogstarmedia.com.
If you are part of the wave that is redesigning and refocusing your web site, I highly suggest you take advantage of our Summer Special. Video is the most effective way of introducing the doctor to a broad audience and it is a great way to separate yourself from the competition. This is why we made it part of our Summer Special. If you want some brief comments on why video is so effective on cosmetic dental and medical web sites, just watch the first video on our web site, dogstarmedia.com. If you are interested in jumping on the Summer Special as we tick down the summer, please email me directly at donald@dogstarmedia.com.
Tuesday, August 3, 2010
New web site by Dog Star Media
This is the 200th post for the Dog Star Media blog. Wow.
And, in this blog, I’d like to introduce you to Dr. Benedict Olusola’s new web site, aralilecosmetics.com. This HTML/Flash web site is an excellent redesign, featuring cosmetic surgery services.
We are being bombarded with requests for new web sites. There is clearly a movement in that direction right now as we head into the fall. So, of course, Dog Star Media is expanding its capacity to handle this new influx of web site work. In fact, a lot is going to be changing in the coming weeks at Dog Star Media. My 200th blog is a great place to start the chatter about that. We are not ready to release any details but suffice it say, Dog Star Media is going to the next level. We have already released our re-concepting of The Cosmetic Channel™. Soon, you will see a new, wide range of services from Dog Star. New services, new team members... a lot to get excited about if you are a client.
But, for now, if you are among the many who want to redesign your web site, please contact me directly at donald@dogstarmedia.com. We look forward to helping you.
And, in this blog, I’d like to introduce you to Dr. Benedict Olusola’s new web site, aralilecosmetics.com. This HTML/Flash web site is an excellent redesign, featuring cosmetic surgery services.
We are being bombarded with requests for new web sites. There is clearly a movement in that direction right now as we head into the fall. So, of course, Dog Star Media is expanding its capacity to handle this new influx of web site work. In fact, a lot is going to be changing in the coming weeks at Dog Star Media. My 200th blog is a great place to start the chatter about that. We are not ready to release any details but suffice it say, Dog Star Media is going to the next level. We have already released our re-concepting of The Cosmetic Channel™. Soon, you will see a new, wide range of services from Dog Star. New services, new team members... a lot to get excited about if you are a client.
But, for now, if you are among the many who want to redesign your web site, please contact me directly at donald@dogstarmedia.com. We look forward to helping you.
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