Digital Marketing Strategy: Dr. Dustin Burleson on How He Tripled His Revenue Using Marketing Automation

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dustin-burleson

How would you like to triple your company’s revenue in just 18 months? Sound too good to be true?

It can be done. In this episode of the Bright Ideas podcast, I’m joined by Dustin Burleson, a practicing Orthodontist and an extremely talented marketer. By focusing on marketing excellence, Dr. Burleson has been able to build a practice that has 4 locations, 35 employees, 7,500 patients, and annual revenue of just over $4 million.

Best of all, Dr. Burleson has increased his vacation days from just 5 to over 40 per year!

In this exclusive interview Dr. Burleson will go into detail explaining how he:

  • Increased revenue by over 600% since deciding to focus on improving his clinic’s marketing
  • Attracts new patients
  • Retains existing patients
  • Reduced his patient acquisition cost by 56%
  • Increased revenue from referrals from just 20% of total revenue to over 60%
  • Managed to go from 50 new patients per month to over 170 without overwhelming his staff
  • Makes use of high quality free information reports to capture the interest of prospective patients, and then, how he’s automated the entire follow up sequence that last for 11 months after the initial inquiry which has resulted in 30% more calls from these prospective patients
  • Advertises in specific locations to drive more traffic to the portions of his website that offer these valuable free information reports
  • Configured his systems to alert his staff to which patients and prospective patients require a personal touch, and when that touch is needed so that no one falls through the cracks
  • Created an irresistable offer that gets bundle in with routine treatments so that he is able to protect his pricing

…And so much more!

Links Mentioned

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

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Transcript

Trent: Hey there. Welcome to the Bright Ideas Podcast. I’m your host
Trent Dyrsmid and this is the podcast for marketing agencies and
entrepreneurs who want to discover how to use content marketing
and marketing automation to massively boost their business. My
guest on the show today is Dustin Burleson of Burleson
Orthodontics. Burleson was started in 2006 with just one
employee and no customers.Today Burleson is doing over $4 million a year with 35 employees,
four locations and over 7,500 active patients. In 2013 Burleson
was named as one of Infusionsoft’s Ultimate Marketer of the Year
finalists, and after hearing its story of how using Infusions
software tripled the size of this company, I knew that I really
wanted to have Dustin on the show.But before we get to that I have a couple of special announcements,
including my technology tip. So this one is, if you use Chrome
and you frequently need to access the same kind of set of
webpages in multiple tabs, there is a free chrome extension
called FreshStart Cross Session Browser Manager. So if you just
Google Chrome extensions, it’ll take you to chrome extension
store where you can get this. So if there’s like five or six
tabs. For example, for me, I have like this social, so it will
open up Facebook, it will open LinkedIn, it’ll open YouTube and
it’ll open up Twitter. So I don’t have to open those manually, I
just click this button and all of them just pop up. That’s
exactly what Fresh Start will do for you.The next thing I want you make you aware of is my upcoming webinar on
Lifecycle Marketing. Now, this a topic if you aren’t familiar
with lifecycle marketing, you really need to be because it’s
what separates the profitable businesses from the ones that are
struggling. Lifecycle marketing comes down to seven steps:
attracting traffic, capturing leads, nurturing those prospects,
converting those prospects to customers, delivering your product
or service, and satisfying the customers with, not even just
satisfying wowing your customers, increasing revenue with
upsells and cross-sells and then motivating your customers to
generate referrals.And as you are going to hear in this episode, my guest used to get
15% to 20% of his new clients from referral now he gets 60% of
his business from referrals from existing clients. So lots of
good stuff to come in this interview, to sign up for that
webinar just go to brightideas.co and you’ll be able to be on
the list and you’ll receive a notification every time that I do
that webinar.So that said, let’s transition over to my interview with Dustin. Hey
Dustin. Welcome to the show.Dustin: Hi Trent, thank you so much for having me.

Trent: No, it’s my pleasure to have you on the show. So for the folks
who have just heard the introduction that I read off for you,
but don’t really know who you are, maybe just in your own words
give us a little short brief introduction of who you are and
what you do.

Dustin: Sure. I’d love to. So by trade I’m an orthodontist, so I work
on teeth and help mostly kids and some adults straighten their
smiles and improve their bites. We also work with cleft lip and
palate kids. So by professional, I’m a trained orthodontist, but
over the years of growing into coaching and consulting other
doctors, dentists and certainly orthodontists on how to improve
the business life, how to improve their practices and actually
create a lifestyle that’s not so much about working in the mouth
24/7.

So that’s a little bit about me, I’m from Kansas City, Missouri. Have
a wife and three beautiful children and we have four locations
throughout the Metro area and about 35 employees and we’ve grown
from zero patients and zero employees. Actually, I was the first
employee back in 2006. So it’s been a rapidly growing ride and
we’ve been enjoying it quite a bit.

Trent: And no kidding, that is a phenomenal accomplishment and so for
the folks who are listening how I met Dustin was at InfusionCon,
which is Infusionsoft’s Annual Conference, and he was nominated
as one of the three finalists for Ultimate Marketer of the Year.
So this is going to be a conversation that has a lot to do with
Infusionsoft because, and I’m going to let Dustin explain it to
you, it had a pretty big impact on his business.

Do you want talk before we get into the how you did what you did? Can
you just tell us a little bit about the results that you
achieved Dustin? So the folks who are listening can figure out
hey should I keep listening to this interview or should I skip
on and do something else today.

Dustin: Yeah, so for those who are result-driven much like I am, I will
fast-forward to the end result and say that since we started
with Infusionsoft our company grew 600% and that was beyond our
a pretty good-sized company. So we started getting seriously
involved with using Infusionsoft on a day-to-day basis to run
our operations. We purchased the software probably in 2009 and
like a lot of users kind of dabbled with it and once we got
really serious with it in 18 months it grew our business over
600%.

So it’s been a tremendous result for us and I would encourage anyone
who’s not using it to at least look it up and can consider that
because we’re going to talk about, today’s trend is the nuts and
bolts of how that’s happened and it’s as Trent knows a very,
very powerful piece of software and it’s completely changed not
just our business but my personal life as well. If you are
entrepreneur looking to get some free time back, enough to spend
some more time with your family and to not be involved in the
doing day-to-day routine, repetitive tasks that Infusionsoft can
totally change your business life and it’s certainly done that
for us.

Trent: And for me as well because I’m also a very happy Infusionsoft
user and by the way a few, a lot of my audience is not in your
business Dustin, they have their own marketing agencies or
variety of other types of small businesses and if that’s you and
you’re listening don’t tune out because the principles that
we’re going to talk about in this interview are applicable to
your businesses just like they were applicable to Dustin’s and
this is going to be, it could be a game changer for you.

Obviously for Dustin using the software it was. For me, it has had a
huge impact on my business as well and when I was at InfusionCon
I met entrepreneur after entrepreneur after entrepreneur who
were just raving fans and one of them in fact said, “With
Infusionsoft you can hit 1 million by accident.” I thought was
great.

Dustin: That’s a great point. Yeah, that collection of individuals and
businesses is unlike anything else on the planet. If you’ve
never been on InfusionCon, this is on YouTube, I agree with
Trent. This is something that you really can get so many great
ideas and most of them, you had a great point which is most of
our big breakthroughs in business have come from outside of our
industry.

So the idea of, well, I’m not orthodontist and I’m not from Kansas
City, so I’m going to tune out to this episode and listen to one
when Trent starts to talk about my business and my particular
part of the world, I would caution you against our biggest
breakthroughs have come from outside of our industry. So the
hours we set, how we train customer service positions in our
office, down to how we communicate with our patients, none of
that I have learned from other orthodontist. So it’s a great
point.

Trent: Yeah, and thank you for echoing that. All right. So let’s jump
into, I want to make sure that people understand when they might
want to consider using Infusionsoft, so tell us a little bit
about your business and what you were using before Infusionsoft.

Dustin: Good, it’s a great question. We tried everything because we hit
a wall. I think when you look in your business and say, “It
seems like there’s something that could be a little bit more
streamlined.” In other words, we seem to be doing the same task
over and over and over again.

So a good example might be a new client or a new customer welcome
sequence. So they purchase a product or service from you and you
want to follow-up with that individual to make sure they’re
happy with the product or service. You want encourage referrals
and get feedback, you want to make sure that they come back
again and again to purchase either another product or to renew
that service.

For us that sequence was the same thing over and over again. It had
to be somewhat customized to the individual. But we were wasting
a lot of time manually printing letters, manually sending email,
so we start to look at some email automation tools, constant
contact and mail jumper to the very entry-level one of those,
AWeber was a little bit more sophisticated, but when you get
into that world of marketing automation, you’ll quickly hear
about or meet someone or even get into a sequence from a company
that’s using Infusionsoft, and you start to compare the benefits
of Infusionsoft to a lot of the others. We found it was far
superior.

And so our initial drive to get into something this sophisticated was
to take that the mundane, those repetitive tasks you’re doing
over and over again, your staff is just completely strapped down
with these repetitive tasks. For us, getting that off of our
staff so they could focus more on spending time with our
clients. That was a huge initiating drive for us.

Trent: And so just so that people know, Infusionsoft is your customer
relationship management software. It’s your e-commerce shopping
cart software. It’s your email marketing software and your
marketing automation software all wrapped into one beautiful
package that works together. And I think that’s one of the
reasons why it’s so popular because when you’re using multiple
systems, trying to get them all talk to each other can be a real
nightmare, especially for someone who’s not technical and
doesn’t understand what an API is and doesn’t want to hire a
programmer and all this other stuff which causes friction in the
whole idea in marketing and in running your business is to avoid
friction.

All right, so Dustin, can you just tell us a little bit at the high
level and we’re going to drill in with details here and follow-
up questions, but how are you using Infusionsoft in your
business?

Dustin: At this level, we get this question a lot, and we kind of joke
with a smile and say, “I’m not sure of any way that we’re not
using Infusionsoft.” So it’s from everything as like you
mentioned with marketing. So how we attract and convert leads
into customers, how we nurture those customers to encourage
referrals.

So we’re using it to drive new business. We’re using it then at that
point with new customers to drive new referrals. We’re using it
to increase their satisfaction, so all our surveys and all of
our quality assurance measures are run through Infusionsoft. If
you boil down to the very nitty-gritty, we’re actually using it
to train new staff member. We’re using it in HR. We’re using to
nurture referrals from, for me would be B2B type referrals. As a
dental specialist we’re using that to nurture relationships
amongst our general dentists to send us patients.

So on every level of the business, it’s back to basic management.
Peter Drucker says, “If there is something you can’t measure,
you really can’t manage it,” so any number in your business that
you’re measuring you can turn that on to Infusionsoft. So for us
it was new clients for us, so generating new patients. Where are
all those new patients are coming from.

So managing those leads, in other words automating the process of a
patient or a parent requesting a free report that now goes out
automatically, we don’t have to put it in the mail, it’ll
actually would go to our fulfillment center of its requested via
mail, and go via email if it’s requested that way. That’s all
automated. This happens without us even knowing it, you just set
up inside Infusionsoft and let it run.

So new patient management has been huge for us. We went from about 50
new patients a month to over 170 new patients a month just
through automation because we couldn’t keep up with it. It
wasn’t consistent and it really was kind of a mess if you’re
trying to manage it manually. So, on every level business we’re
kicking numbers that matter and we’re attaching and automating
the steps in the process to increase those numbers.

Trent: I want to go down my first of many rabbit holes here for just a
second because you talked about, you’re going to give a free
report and automate it and so forth. And I don’t know that
everyone that’s listening to this I understand exactly what you
mean, but I think there’s some people on who are listening who
might not grasp this free report lead generation what is that
all about?

So essentially what you’re doing is you’re putting up a page where
you’re offering a report that is relevant to a problem that
people are searching for? What’s the report? How you get traffic
to the page and then and don’t spend too much time on this
because there is so much other stuff I want to cover, but I
didn’t want to skip past because I think it’s important.

Dustin: I think what we found is a in my industry, a lot of parents are
considering not just, you know, do I need orthodontist, but when
should the kids go see an orthodontist. When should they get
braces? So we started looking at a lot of, you can go to Google
and actually see what people are searching for in your industry,
and for us it was a lot of parent searching for, “How much do
braces cost,” and “When is the best time to get braces?”

So we generated and created free reports that answer those questions.
So what you’re going to do is take really a question or problem
you can solve for your customer, your client or your patient and
you’re going to boil that down into just great contents. So this
is not a sales message. This is all about providing great
content to potential customers and the goal is to get those
potential customers to raise their hand and say “I’m interested.
This is something I’m interested in.” And then you capture their
contact information.

So we would generate free reports on landing pages and you can
advertise those through, for us, a lot of mommy blogs, so a lot
of moms that are talking about events in our area will advertise
on those websites. We’ll advertise in traditional media, we’ll
advertise on the radio, Google AdWords is a great lead
generation tool. We’ll also do some Facebook advertising.

So any lead source that works for you. In other words, where your
clients are coming from, whether it’s the Yellow Pages or
newspaper print, postcards, webinars, what you want to do is
think about how can I solve a problem for this patient or this
customer or this client, and then how can I then nurture that
relationship? Because not everybody is ready to buy.

So for lead generation for us we’ve automated that process and in
turn we’ve had parents stay in our sequences for up to 11 months
before they make the decision to actually call one of our
offices and schedule a complementary consultation. So for us
that blew our minds. We assumed when parents were ready for
braces, the buying cycle was within a few weeks, maybe a few
months, but a lot of these parents are staying in the sequences
for 11 months. Could you imagine trying to nurture someone for
11 months and keep in contact with them manually? For me it
would be impossible.

Trent: And that’s just what I was going to say is that the whole
automation of the follow-up is one of the reasons why
Infusionsoft, people that use it are such evangelists for it
because there’s no way you could do this manually. The wheels
would fall off, like I have a friend who’s a realtor, and he
spends all this money on postcards to generate leads and his
call to action is a phone number, and I said to him, I go, “Why
do you not capture an email address?” He goes, “Well, it’s risk-
free. They can call.” And I said, “No, that’s not risk-free,
people don’t want to talk to you yet.” So I said, “What you’re
doing with the people that don’t call?”

Okay, so now he started to capture email addresses. But he doesn’t
have an automated follow-up system so they get the email to
respond, and they reply back and if the person doesn’t write
them back, again they don’t do anything more with that email
address ever.

Dustin: Wow.

Trent: And I said to him, I said, “Do you understand how much money
you’re leaving on the table?” And so I sent him some podcast on
realtors and so forth and so the light bulb is starting to go on
and I hope that if you’re listening to this and you’re capturing
email addresses and you don’t have an automated follow-up system
that allows your prospective customer to self-segment themselves
and will get into that little bit later on, you’re really
probably leaving a substantial amount of profit on the table.

Dustin: Absolutely.

Trent: Okay. Wow. I actually, my next question can you describe your
process for tracking and capturing leads? I think we just kind
of covered that one. All right.

So the content that you are using for lead magnets are all very heavy
information base to answer questions that people have and I want
to reference another podcast that I did. If you go to
brightideas.co and you search for Marcus Sheridan, he’s the pool
guy, and he has got the most highly trafficked pool website in
the world because he just decided to create a whole bunch of
content to answer people’s questions. So really don’t
underestimate the value of the simplicity of just thinking what
are people asking before they buy my stuff and figure out a way
to get that information to them.

All right. What is next, because you just answered a whole bunch of
my questions in advance. So, yeah, you said the results from
lead generation you went from 50 new patients a month to 170 a
month that’s pretty substantial.

All right. Let’s talk about nurturing and conversion then because
just because and you alluded to this stuff and you said some
people stay in the nurturing process for 11 months. So
obviously, not everybody that gives you their contact
information is in the same space from a psychological buying
standpoint. So can you talk a little bit about how you nurture,
and if you’re segmenting, how you segment?

Dustin: We do. So I mean the nurture process for us and Infusionsoft
has completely changed our business and the reason is obvious.
When you look at, so a good example is, you know, the other day,
I’ll tell you a story. I was at Costco and if have Costco, these
are like big-box retail stores, lots of people buying some
things for the business and buying some fruit and berries for
the kids at home and I see this lady. I kind of tell you she is
looking at me and she’s looked over a couple times and we’re
walking out to the parking lot, and she says, “Are you an
orthodontist?” I said, “Yeah,” and now my brain is rapidly
trying to think of who is this mother and what is her child’s
name because I’m assuming she’s a patient of ours.

And she could kind of tell that I was just hesitating and she said,
“We’re not a patient of yours yet, but we’re coming to see you
tomorrow. We have a new patient exam schedule tomorrow.” And I
thought that was really odd, and she said, “Well, we’ve seen
your YouTube videos and then we’ve requested some information.
We read one of your books.”

And so we went back and I made a mental note to remember her name and
I thanked her, and I said, “I’ll see you tomorrow and I went and
looked her up and she was one of these parents inside
Infusionsoft who had been in the sequence for months and months
and months, and so nurturing that that individual when finally
and here’s the main point, when she was ready to schedule the
appointment we were there and available to her. That wasn’t on
our terms.

It wasn’t on our time, it was on her terms and her time because what
we did previously to nurture was you would call the office much
like a real estate friend after lead generation via postcard or
direct mail of some sort and you would request some information.
We would send it to you and if you didn’t schedule appointment
we really didn’t do much else. We just assumed you were
disinterested and went somewhere else.

And what we found if you study consumer trends is we’re wildly
distracted. That mom, she didn’t purposely neglect scheduling an
appointment for her child, she’s got busy, she got busy with
life. I talked to a mom the other week that she had… so our
customers are primarily mothers aged 22 to 44 and she had eight
volleyball games in one weekend with her kids.

Trent: Wow.

Dustin: And so, this isn’t a mom who is disinterested in doing what’s
best for her child or who doesn’t want to buy what you have to
offer. She just really, really busy and what we want to do is be
there when that mom is finally ready to make the decision to
come into our office. So for us nurturing is a monthly process.
It’s highly loaded to the front-end.

So if you get into one of our sequences, we communicate with you
pretty frequently. We’ve tested this. We found that people, if
you give them a free report, and you don’t say anything else for
a couple weeks they usually forget about you. So we’re
frontloading the information heavy in the first two to three
weeks and then we stay in touch each month via newsletters, via
audio CDs that go out talking about specific topics. We have
free books, free reports, we sponsor a lot of events in the
community and we remind those people that we’re going to be
sponsoring those events. So it’s a monthly process and when that
patient or parent is finally ready to say yes, I can guarantee
you we’re the only doctor that stayed in touch with them that
long. So we become the obvious choice.

Trent: That is the beauty of it. Can you talk a little bit in detail
about frontloading the follow-up? Can you give us some
specifics, how many emails in the first couple days or week or
two-three weeks?

Dustin: Exactly, Trent. We tested this, so we used to do a weekly
email. If you got into one of our reports, free reports, or a
free audio CD or a free book, what we would do is we would send
you a thank you email that sent you the free report that you
requested and then a week later, we would follow up with you and
then in a week later we’d follow up to you again and a week
later, so it was about four-week process.

And what we’ve done now is push that higher into the frontend, so
those first-three emails go out on days one, three, five and
seven. So we’ve communicated with you four times in the first
week and then our conversion. In other words, patients who then
call us after those initial contacts has gone about 20% to 30%.

Because think about anything you’re ready to buy, whether it’s a car,
may be a jet ski or maybe a new boat, in this part of the
country we’re coming up on warmer spring weather so it’s getting
close to boating season and if you’re interested in buying a
boat and you call a boat store and ask for some information and
they send you some information and you don’t hear back from them
for a week. There’s a lot that can happen in a week. Another
opportunity might come up, you might get busy at work, you might
get distracted, get distracted with free vacation offer from
some other company.

And the reality is so we’re sending those first-four emails that used
to take a month, we’re sending those all now in the first week.
Initially to me with hesitation in testing was that we would be
really kind of annoying people with too much information. We
have actually found that our conversion rates have gone up
significantly. So I would encourage people to look at two or
three emails kind of tight in sequence from the first two or
three weeks and those patients and parents and clients who have
an interest do tend to convert higher when they get the
information they want much quicker.

Trent: In an email number one you’re thanking them and delivering the
content or report. In email two, three, and four, what are you
talking about?

Dustin: So it seems little silly, when we first tested this we thought,
should we just deliver more content so they have more and more
and more? What we found and you might be guilty of this, all
request a free report and get maybe a package and a DVD on some
something from a house for my business and I’ll set aside and I
might have not read it all the way, I might’ve looked at it and
glanced at it.

So the second email is reminding them why they requested the
information the first place. So it will be something along the
lines of, “Hey, I hope you got the free report that I sent. If
you’ve had a chance to look over it, you might have a question
or two and these are some the most popular questions we get
after new patients look at this reports. So we’re reminding them
first why they requested the free report it’s another chance,
it’s another excuse to stay in front of them and to give them
another email is we want to make sure if you any questions after
reading it.

And then we also, we break it down, we say, if you haven’t read it
yet, “Hey, we know life gets busy, let me go and summarize the
first main point,” and so that might be a little bit about how
much braces cost and why they cost what they do and how you
might be able to save for it, or how you might be able to sign
up for insurance and again solving problems for your client. If
they are about to purchase that product, what’s the first
problem they might encounter?

So for example, the real estate agent might say, “I’m just not sure
how to get my house on the market, I really want to sell my
house and I requested some information from this real estate
agent how I might list my house and I got the free packet, but I
haven’t taken the first step yet.” And so that that real estate
agent might remind that client potential lead, why they
requested the information the first place and then give them
kind of the first, almost like, it’s almost like you’re spoon
feeding them. You’re really kind of breaking up the free report
into bite-size pieces and that’s really worked well for us.

So we can track inside Infusionsoft, who clicks on what and when they
click on it, and for us, it’s actually the second email that
converts the highest. So the first email, it delivers what you
promised. The second email then reminds them why they requested
it and encourages them to take the next step.

So for your friend who was the real estate agent, could you imagine?
Our second email is the highest converting. What if we stopped
after the first email? We’d be losing the majority of our new
leads and new clients. So it’s a testament to follow-up. For us,
those next few emails are all about getting the patient or the
client to do the next step.

Trent: And our email number three and email number four is just a
version of what email number two is again.

Dustin: Exactly.

Trent: Reminding them and maybe summarizing some other points that you
haven’t talked about yet.

Dustin: The next point and then we’re delivering it in different media.
So if you look at our first email, the free report it’s usually
PDF. The second is the kind the first step in that report. The
third might push them into going to a video series. So maybe
they don’t want to read it, maybe they want to watch it and so
for us we have a site called burlesonorthodontics.tv, and those
are bite-size little webinars, two or three minutes in length
that talk about a particular question a patient or a parent
might have, and so we’ll push them to the video.

And then the final one really kind of gives them, so the final email
in that sequence is giving them what we call an Irresistible
Offer. And so for us or for your clients you might find, what
would be the final thing that might really get someone to call
in? You’re summarizing the first three emails you sent, because
frankly, some of them might not have read the first-three
emails. Don’t assume that everyone’s reading your content and so
we’re summarizing and then encouraging with the irresistible
offer to come in and schedule that first.

For us we do are selling face-to-face. We can’t sell braces over the
Internet, you have to actually come to my office and we have to
put them on your teeth. So it’s the final push to get them to
call. We use an irresistible offer to do that in the fourth
email.

Trent: And what is that irresistible offer look like?

Dustin: For us it’s free whitening and so we always offer free exams
and consultations with one of our doctors. But we add on top of
that a free whitening offer, so they can get up to a $500
premium, and it’s free professional whitening and if you bought
that as a patient in our office, it actually does cost $500 so
we’re throwing that in for free if they call by a certain date
and time so there is a scarcity on how many of those we can do
per month and so that for us works very well.

Trent: And do they need to get braces to get the free whitening or can
they…

Dustin: Exactly, so it’s a premium that goes with coming in and getting
braces, you’re exactly right.

Trent: Okay. So buy one thing, and over this limited time, I’m going
to give you this other highly valuable thing for free.

Dustin: Exactly. We’ve tested that, we have tested discounts, we’ve
tested what we call premiums or giveaways and for us the
premiums giveaways protect our price strategy, so we’re not
discounting our fees, but we do still convert a higher rate and
so for us you might test that, but for us premiums work better
than discounts and this is about the best offer we’ve been able
to together in multiple tests and that works pretty well.

Trent: So you’ve talked a lot about testing. So I’m going to maybe go
down another rabbit hole here. Let me proceed that with this
question, on your lead capture pages, so just so folks know
landing page basically has one thing to do, there’s no
navigation, I’m assuming at least in my mind there’s no
navigation. There is only thing there is to do is read the copy
and put your email address in or leave the page.

Dustin: Exactly.

Trent: What types of conversion rates, in other words what percentage
of the visitors that view those pages are giving you their
contact info?

Dustin: I’m going to back up this to just to segmenting the list,
because it depends on where they came from. So if these are
internal referrals, we push a lot of patience to landing pages
based on referral cards. So if you become a new patient in our
practice and let’s say, you get braces and then and you love the
experience so you refer a friend and you hand out a little
business card that on the back has a QR code that goes straight
to landing page that’s mobile-friendly. Those convert a lot
higher. So we’ll see 50% and 60% conversion on internal
referrals, which is amazing.

For cold leads coming from mommy blogs or Google ads will convert
anywhere from 5% to 10% of those that actually get into, in
other words eventually become new patients. I would say a high
convert. Once they visit the page, the number of people actually
giving us their email address is pretty significant, because
this isn’t like a get-rich in real estate program. This is like
people that are looking for braces, the kind of pretty, it’s a
pretty unique little niche.

So I don’t think most people wake up in the morning and go, “I wonder
how much braces costs and I just want to drive round town and
meet a bunch of orthodontist.” These are parents who are pretty
far along that process if not at least convinced that their kid
need some help. So our conversion on getting email addresses is
above 80% out of those landing pages. Getting patients, it
depends on where we’re segmenting and where those come from.

Trent: Yeah, and so the testing part of my question is do you use
split testing software?

Dustin: We do. So we’ll use split. There’s some that are built-in to
Infusionsoft and we use them, one of our vendors is ELaunchers
and they are a certified consultant. I’m trying to think of the
one if it’s AB split test but there’s a plug and you can use,
you can then randomly assign different headlines, randomly
assign different images and randomly assign different offers. So
for us, we usually test the headline, the image and the offer.
Now you can really get detailed and for businesses that do the
majority of their new patient or new client generation online, I
mean they are testing the color of the of the opt-in button,
they are testing the placement.

For us, we have tested, we use pictures in the background and if the
person in the picture has eyes looking towards the opt-in thing
or away from it that actually does drastically change your opt-
in rate, but most of this because we’re a little spoiled these
patients are somewhat interested in what we’re doing. It’s not
like a cold thing, like and say, “Make an extra thousand bucks
from home,” is not that type of an offer. The lead does mention
“braces.”

So I think we get a little spoiled in having higher conversion, but
certainly with direct mail, with all of our tests, minimum for
us is a 1,000 pieces and we’ll measures those results based on a
different tracking numbers, for Infusionsoft it’s super easy
because you can have different versions of the landing page.

Trent: Yeah.

Dustin: Yeah, I would test everything. You can always be your control
and sometimes you won’t, but it’s worth the test. Certainly in
landing pages, it doesn’t cost that much.

Trent: It is and if you’re not yet using Infusionsoft, there is tool,
and even if you’re using Infusionsoft, there’s the tool that I
use called Optimizely, Optimizely.com. You can, I think it’s…
I don’t know if you get a free account, but it’s 20 bucks a
month, it’s not expensive, and you do not need to understand how
to program any HTML. The interface is very, very easy to use,
and I was able to after I did an interview with Stephen Woesner,
if you come to brightideas.co and search for it.

I was able to double my conversion rate by taking into account some
of the things that I learned from him in that interview and then
using Optimizely, and now I’m a religious split tester. So I
would encourage that if you’re not split testing at something
you probably want to start.

All right, is there anything else before we leave the nurturing and
conversion part of our discussion Dustin, have I left anything
out that you think is particularly important and want to talk
about?

Dustin: I think like you mentioned initially we could talk about it all
day, but a quick recommendation that we have used in the
nurturing is to really survey your clients before. If you’re
doing this, in other words, if you’ve never used Infusionsoft,
you’re not sure what type of content you need to put out there,
you could spend months or years building content that has no
relevance to your client or to your new patient or new customer.

And so, I would ask them, basically you could start with the top
questions you get and then you can also then just ask people in
your process of buying this widget or buying this servicer from
us, what was your biggest fear or frustration? And then will
talk to you about price and they’ll talk to you about being able
find some they can trust and you’ll get some ideas on what type
of content.

So in the nurturing process, make sure you’re nurturing with
something that they want and not something that you think they
need. You might think because you’re inside of your business day-
to-day, you might think there is something your patients or
clients or customers really need and they might have no interest
in it whatsoever. So we used a lot of surveys before we built
out our content and so our articles get really, really good
download rates and they get a lot of good pass-through rates and
that would be my one piece of advice on nurturing is to make
sure you’re giving them what they want.

Trent: Yeah absolutely, and I want to talk just very briefly about how
I do this in my own funnel. So as I mentioned off, we’re not
camera, but off air before we started. My audience has made up
of a lot of marketing agencies, local marketing consultants, and
business owners and those are kind of three very different
people, and they would be interested in different interviews and
in our various products and some of my products would be of a
lot of interest to some but not interest to the others. So if
you’re in that situation, you want to say, “Hey, buy this
thing,” to everybody because if only one-third of your audience
is going to be interested in whatever that thing is, the other
two-third is going to start to tune you out when you start
sending offers like that.

So what I do very, very early in my funnel and Infusionsoft is very,
very helpful of this because of this concept called tagging
where you can essentially categorize people and you can apply
these tags based upon links that are clicked. So anyone
listening to this knows this because they’ve been my funnel and
they’ll get an email on this “Hey. Tell me a little bit about
you, do you run a marketing agency? Or do you run a small
business? Or are you just getting started in business?

And when those tags get applied I can actually have-if you imagine my
funnel, like a three-lane highway or you can have as many lanes
as you like, I can send my traffic down, and it’s all automated.
I don’t actually have to do this; I just build the highway to
begin with. They go down the appropriate lane for them based
upon the links that they have clicked.

In other words, I let my list segment themselves within the confines
of the funnel that I’ve built and that helps with conversion
rates, it helps with engagement, it obviously it helps with
revenue. So there is a ton of things that you are going to
discover that you can do once you start to build marketing
funnels and take advantage of marketing automation.

Dustin: Yeah, everyone listening to this should have just heard
collectively minds exploding around the globe because that’s
what happens when people hear a statement like that, which is
your list can self-segment. And what people get inside of the
sequences, in other words, the content delivered to them changes
based on their interaction with the software.

This totally blows the minds of our coaching and consulting clients.
So in our industry for example if a patient requests information
on bleaching or tooth whitening and then downloads a free report
that talks about how to use and eventually purchases it, their
interaction with the software is totally different than someone
who got the email for the initial offering didn’t say yes. There
are getting totally different piece of information even though
they entered the sequence at the same time.

This really, really blows the minds of our of our small business
owners, which I think most dentists are small business owners.
This is so powerful. It’s almost like as a user or as a patient
or a client of your business, they open the email and go it’s
almost like, this was sent just for me. It’s customized and it’s
just incredibly powerful. So I would encourage everyone to do
not miss that point.

Trent: And that’s where the things like the AWebers and Mailchimps
send and what I will call the entry-level programs that they
didn’t do any of that stuff. AWeber, you can kind a sort of do
it, but it’s a really tricky to do and you got to have all these
different lists and you got to have them join one list and exist
the other list and it’s a royal pain in the backside.

The other thing that I wanted to add, if you’re marketing agency and
you’re thinking that you would like to use Infusionsoft, I have
built-one of the challenges for a new Infusionsoft user is when
will we get all the content, like all the emails and all the
stuff for marketing agencies. I have already built all of that
for you. I have designed, I have the webinar, I have all the
follow-ups, the funnel, the email, everything is completely
built for you, and I will give it to you for free if you decide
to become an Infusionsoft user.

Obviously, I’m Infusionsoft affiliate and if you use my link I get
paid for that. So that’s why I’m giving it to you for free, but
just an FYI. If you have questions about that please email me
trent@brightideas.co. Okay. Want to move on to referrals, up
sells and repeat business. Can you tell us what are some of the
things, Dustin, that you’re doing to encourage referrals in your
business?

Dustin: It’s driving our new patients and we used to rely solely on
referrals from general dentists and what we found with new
technology like Invisalign and Six-Month Smiles is that the
dentists really enjoy doing braces as well. So we have to
continually provide and push for the front our value as
specialists to our clients. And so what we’ve done then is
focused a lot on patients who have great experiences in our
office.

So a lot of this is internal marketing, but just because we’re
talking internal marketing doesn’t mean you can’t turn
Infusionsoft on to it to automate it. And so for us, we really
looked at the number of patients who were coming from existing
clients and that number consistently hovered around 15% to 20%,
and I really wasn’t in the least bit satisfied with that and
I’ll tell you when we ask, so you might just right now think if
you’re a small business owner or a marketing consultant to small
business owners is what is your number, how many of your new
clients come from existing clients? And I’ll tell you that
question usually stumps most of our coaching and consulting
clients because they just don’t know.

So first of all, with Infusionsoft you’ll know because you can set
patients up as affiliates and you can tag them, you can see who
they’re referring. So in our industry a lot of our internal
marketing is driven through in-office contests, raffle prizes,
rewarding good behaviors. So for us, patients who show up on
time, kids who keep their teeth clean and don’t break the
braces, and then certainly patients and parents who refer their
friends and family, we enter them in a lot of raffles, and so we
give away a lot of prizes.

And you have to check how you can do this legally in your state. For
us it has to be random and so we give away random raffle prizes
and you can enter the contest even if you’re patient of ours but
it encourages patients to refer friends and family and we reward
those people and we track all that through Infusionsoft. So to
fast forward, our patient-to-patient referral or existing client
to existing client referral has gone from 15% to over 60%.

So the majority, in other words, the #1 referral source now on our
business is an existing client and if you run a business or even
remotely have interacted with the business you know the best new
customers are those who come from an existing satisfied customer
and so for us and there’s no better area of your business to
focus on then on turning internal referrals and just setting
those things on fire, just blow those through the roof and you
take every, and this is the takeaway point, you take every new
client acquisition, you cut the cost in half when they refer a
friend or family member.

So if you’re spending 200 bucks to 1,000 bucks to attract and
generate a new lead and that new lead refers a friend or family
member, you just cut the acquisition costs in half. So for us,
we put a lot of effort on this and Infusionsoft has built into
every sequence, new client new patient referral, referrals
generation, dentist, everyone that has a sequence in our office,
somewhere there is an invitation to invite a friend or family
member. It’s usually our business a coupon or a certificate for
a free new patient examine x-rays and sometimes depending on the
month and depending on our cycle we might offer premiums like
free iPod or free iPad or something exciting to get them to call
the office.

But Infusionsoft can track all that, the tag feature is tremendous.
We know in a split second, I can tell who’s referred, if they’ve
referred an adult or a child. That adult or child is an
Invisalign or in braces and you can custom tailor the message.

So for example, Trent, if you came to our office and got a
Invisalign, your follow-up sequence and inviting other people to
come experience our office would be tailored to what you’ve
experienced. So your referral postcard and your referral emails
and your referral letters would mention the benefits of
Invisalign because we’ve tracked a statistically, we know that
an adult Invisalign is probably not going to refer a 12-year-old
kid that’s in braces, but a 12-year-old kid in braces will
probably refer his friends who are also 12 year olds and need
braces. So Infusionsoft can do that. It’s so powerful and
referrals can just be taken to a new level, it’s really kind of
exciting.

Trent: I want to give a shout out two people, one of them is relevant
to something you just said, Dustin, have you heard of Contest
Domination.

Dustin: Yes.

Trent: You have. Okay. So Travis is a past guest and that is a
wonderful application for doing contests and it’s at
contestdomination.com and now that URL, I’m not an affiliate. I
don’t get paid anything to mention that. The other thing is
there is a podcast called I Love Marketing and it’s run by Joe
Polish and Dean Jackson and I’m a huge fan of their podcast and
so if you just check that on the iTunes store, I think you would
probably enjoy, I don’t mean just you Dustin, I mean the who are
listening to the show here today.

Dustin: Everyone can benefit from Joe Polish absolutely.

Trent: Absolutely, because if you’re in business, if you own your own
business, I believe before anything else, you are a marketer,
either that you’re poor.

Dustin: It’s a Zig Zigler line, “The poor salesman has skinny kids.”

Trent: Yeah.

Dustin: No, I think you’re absolutely right. This is about running a
successful business and if you believe in what you do you can’t
believe that’s worthy of hiding. You got to share with everyone
you can possibly share it with and if I’m on an airplane and you
sit next to me and you ask me what I do for a living? I usually
say I’m an entrepreneur and I teach other doctors how to market
their businesses and the more we talk that I’ll finally say I’m
a clinically trained orthodontist, but that’s just a very small
portion of what I do.

And if you don’t get serious about marketing, I can tell you the
world is changing and you’re going to be in basically the gig is
up right? If you think you’re going to just open a business and
wait for people to stumble across the threshold of your door or
stumble across your website without getting really serious about
marketing you’re really just kidding yourself. It’s not going to
be feasible; it hasn’t been in my opinion for years.
Professionals like mine are seeing historically. Orthodontist
did well with no marketing and we’re feeling the effects of
that. Since 2008, our industry is down 32% on average. In some
areas, up to 47%.

Trent: Wow.

Dustin: You’ve never seen dentist orthodontist go bankrupt; we’ve
actually seen that at record rates in areas like Arizona and Las
Vegas. So marketing should be your #1 focus on your business,
without a doubt you’re absolutely right.

Trent: Wow. That’s a huge decline. So very early in our show, you
talked about how Infusionsoft changed your life and marketing in
Infusionsoft so tightly correlated I think it’s a great segue.
Can you just, for the other entrepreneurs that are listening who
are maybe working too many hours and they have a spouse or kids
that don’t get to see them as much as they would like and
they’re just in that place where, “Man, I don’t feel like I can
work any less, because I’m just getting by, just getting the
bills paid.” What’s your life like now?

Dustin: It’s so drastically different. So I’ll fast-forward to the end
result, which I’m doing this podcast from home. My home office,
I got to the kids to school today and my three-year-old is still
at home, he’s not in school yet. So I get to have breakfast with
him and we were playing racetrack. We went out and had a daddy
date night last night. So we went and bought this cool little
racetrack with these cars, we were playing with that this
morning.

And so then I’ll get up and check some matrix on the practice. I’ll
check some things in Infusionsoft. I’ll check in with my team
leaders and site coordinators. We have three different offices
open today and today I will do some marketing, and I will see
patients later this week, but most of my job through the help of
Infusionsoft and really through the help of people like Joe
Polish and Dan Kennedy and people who have taught me to get
serious about marketing is that is that I get to really run a
business that operates on my terms.

And I would tell you I was in that place, it was in a dark and scary
place where I was working 16 to 18 hours a day not seeing my
wife and kids at all and feeling like the only way to get ahead
was to do more. To work, somehow work harder, even though I was
working six and seven days a week, and literally there were few
nights where I was at the office working on some marketing the
old-fashioned way, hammering it out, literally printing things
and stuffing envelopes and it was 2:00 or 3:00 morning I would
fall asleep, wake up in my shirt and tie, drive home, take a
shower and turn right back around to come back to the office.

So I’ve done, I’ve pulled all-nighters, and I’ll tell you there’s
nothing scarier than being in a position to own a business and
feeling like basically you’re an employee that can’t be fired.
In other words, you’ve got a job that can’t quit and I’ll tell
you, you got to think back to why you started your business in
the first place. You got to really write down your list of why
you’re doing this and for me it was to experience great things
with my family, to spend a lot of time with friends and to
travel and to help as many people as I could.

And there’s no way you’ll do that, if you’re the only person doing
everything in your business, you’ve got to get some help either
through delegation and for me Infusionsoft and so the
transformation has been night and day and you’ll hear the story
over and over again. My story is not unique. So to me
Infusionsoft didn’t just change the business, it changed my
life.

Trent: Yeah, you mentioned metrics. So I’m going to do another rabbit
hole here for a minute. So for people who don’t use
Infusionsoft, they won’t know about this dashboard thing and
when you talk about metrics, are you talking about looking at
the Infusionsoft dashboard and all the custom reports.

Dustin: We have customized some of it inside of our business as well so
there exactly, but yeah.

Trent: Can you expand? Tell us a little bit about the dashboard with
some of your little box of widgets are, some of things you’re
tracking and then maybe we can go little further and you can
explain some of the custom stuff you’ve done.

Dustin: So inside of Infusionsoft, you can track, open rates, so how
many people are opening your emails, how many people are
clicking on things, how many people have opted in the web forms.
You get a pretty good picture day-to-day and hour-to-hour how
your online lead generation is working and then if you’re a
slower pace, if you’re using direct mail, we do a lot of offline
to online lead capture.

That means we mail you a postcard, it pushes you to a website which
is really a landing page like Trent mentioned, there is only one
thing you can do and that’s give me your email address. We’re
seeing how many of those patients are opening, how many of them
then are clicking and downloading. So we can get a good idea if
the email really stunk, a lot of you opted out, it looked too
spammy, so we want to change that pretty quickly. So inside of
the digital realm of like what we’re doing to capture leads
that’s one thing.

On a grander scale, we’re looking at acquisition costs. In other
words, how much are we spending per piece, so if spent a certain
amount money on a Google AdWords campaign that’s pushing to a
certain part of our website or maybe our new video series or
perhaps on a postcard, we want to know how much it cost for each
one of those patients to show up at our practice. So for us, we
track acquisition cost pretty severely. In other words, we
really, really monitor that. We’re always trying to get it to go
down. So some of you might consider this cost per lead or cost
per sale. You want to figure out, in other words, you’re going
to see differences based on the media. So based on the lead
peace, in other words, where these new clients are coming from.

So you don’t want to be too fast to disregard, in other words if you
know your numbers, you might say wow were spending $200 per new
client in this area, like Google AdWords but the postcards,
we’re getting them for $85. So we should cut out the $200 and we
should focus on the $85. You got to really look at our biggest
metric than this lifetime value per customer. So how much does
that customer spend, how much do they potentially refer and you
might realize pretty quickly that a higher cost per lead has a
customer or a client or new patient that spends a lot more money
with you.

And so you really have to know your numbers and I can’t stress this
enough, you should know daily. It should not be a mistake, it
shouldn’t be guesswork. Like I know potentially within $100
exactly what will generate today, and I know what we should
generate by noon and you can break it down by hour. So if you’re
not monitoring how many new patients or new clients come to you
per month, per week, per day, there’s no way you can set goals
to improve that.

And so inside of Infusionsoft you can track all the stuff. So some of
this, the cost per lead and in cost per sale, you’ll have to
monitor and adjust if you’re using additional media outside of
just email marketing and online advertising because you’ll have
to plug. In other words, Infusionsoft has to know how much you
spend on the direct mail piece, how much was the postage, how
much was the postcard, but you can do it.

You should be getting a daily report, even if you’re the only
employee, you should have a daily report that’s how many new
customers came in, where they came from, how much it cost to
acquire those, how much they spend or how much they could
potentially spend in a lifetime, have they referred people or
not, how much was produced, how much was collected and is there
bad debt outstanding. All that should come daily in report; you
can do that inside Infusionsoft.

Trent: So I want to dive a little deeper there. Let’s talk about, so
people come in and they become a patient and spend some money
with you, they’re are not checking out online and using
Infusionsoft shopping cart features. So how are you getting, you
just have staff that like do you have an API to your bookkeeping
system, do your staff manually, enter how much they spend, how
does that get there?

Dustin: Well, I tell you. We used to do the painful way and we built, I
say, we hired a brilliant team called Dentama to build a bridge
between our practice management software and Infusionsoft so
there is an API that daily then uploads all the data.
Appointment times, broken appointments, missed appointments,
whatever braces they are wearing, how much they owe us through
last payment, their date of last payment, all that information
goes back and forth between Infusionsoft and our practice
management software.

So most dentist have some sort of in my industry, a piece of software
that the stores and organizes x-rays and clinical notes. It
would store insurance information and then their contracts and
payment information. For me, ideally I’d build the whole thing
inside Infusionsoft and we’re kind of working on that, but for
now the two communicate with each other inside of API that was
built by a group of guys and it’s called Dentama.

And so that for us was a game changer because now we can then track
pretty easily inside Infusionsoft how much. If I want a list of
how many people have not bought whitening, I can quickly send an
email to just those people which is convenient enough and
increases are open rate.

But now think about direct mail, how much more efficient would it be
to only send postcards because then we’re talking hard cost.
Emails are essentially is free, you don’t pay for the service,
you can send emails all day long. Sending out direct mail to
15,000 or 20,000 people gets expensive pretty quickly. So we can
then inside Infusionsoft see if the lifetime customer value is
low for a group of people and we want to increase that we can
send specific targeted pieces to just those people. Usually for
us, it’s increasing referrals of friends and family.

So if there’s two kids in the family that have braces, we can about
30% of the time get mom or dad eventually to come inside to the
practice and get Invisalign. There are already there anyways,
they are waiting in the waiting room, you might and they
probably got quick at teeth. So for us, the upsales are
referring friends and family and then also selling additional
services, like whitening or like night guards or mouth guards
and things like that.

Trent: Okay. So all of that revenue data is now making its way into
Infusionsoft. So it’s very easy to calculate then the lifetime
value of a customer.

Dustin: Yes.

Trent: So let’s get back to the beginning, you talked about cost of
acquisition of a lead and you talked about Facebook advertising,
Google advertising, advertising on mommy blogs, direct mail, so
we’ve got spend that is occurring in a variety of different
medium, none of which are connected to Infusionsoft so how is
that data getting into Infusionsoft.

Dustin: You can link in, so you can build there is companies that have
APIs that connect with QuickBooks. So if you’re good if you have
an accountant keeps actual hard costs, we might actually tag
inside of QuickBooks. So for us, we use one vendor for all of
our print mail and then we’ll have a specific code for that
piece.

So I know like the April postcard went out April 1st, we’ve got the
amount we spent on that and we can have that actually through an
API with QuickBooks tag into that. So inside of our
Infusionsoft, we’re not just running email sequences, we’re
putting people into direct mail sequences, and for us that’s a
simplest exporting the list. So Infusionsoft, if people aren’t
familiar with Infusionsoft, it’s not that some magical computer
system in the sky that that connects to a fulfillment house and
prints out postcard. You can do that, but for us we’ve got one
vendor that prints all of our hardcopy sales letters and
postcards and we tag into that, how much that costs we can track
and as those patients come out, you have to tag them, there is
some actual human effort here.

So when a phone operator in our business takes a phone call,
hopefully they use the call tracking number that’s on the
postcards. So for us there’s a whisper feature and the whisper
feature right before you answer the phone says April postcard
and so that that staff member on the phone knows that this new
client is calling probably with a postcard in front of them and
that phone number is only published on that postcard; we don’t
publish that phone number anywhere else. So that staff has to
tag that patient as being referred from that postcard and that’s
how we track that this me patients came from this piece and this
is how much we spent and this is our average acquisition cost
for that group.

Now as you go through the lifecycle of a customer, the long lifetime
customer value increases. So we can only base it initially on an
average when they start the contract, but we know historically
those numbers go up anywhere from 10% to 15% of what patients
initially signed to spend we can usually bump that in our
business by 10% or 15% as an average conglomerate into the
referral or through purchasing additional products and services.

Trent: And are you using QuickBooks online?

Dustin: We are. So there’s an actual…

Trent: Okay.

Dustin: There is a service, I don’t know if it’s just in our area
through your CPA, but it’s called bill.com and bill.com has an
online version of QuickBooks that actually works pretty well
with this.

Trent: Okay. So was there anything custom to get QuickBooks talking to
Infusionsoft or did you just use the service from bill.com.

Dustin: No, there isn’t, so ELauncher is the company, they’re an
Infusionsoft certified consultant who’s helped with that. So
anything, I can go to a certain extent and understanding a lot
of this, but when we start talking about programming APIs, I
just hire some people who know how to do that.

Trent: Yeah.

Dustin: That’s when I used it, I get to use the excuse, “Well, I’m just
a dentist.”

Trent: I don’t know how to program APIs either and I don’t want to
know how to program APIs because you just don’t need to know all
that kind of stuff, very easy to find people to do it. Okay. I
think I want to a wrap up with a lightning round because we’ve
been we’re closing in on an hour and I promised that would be an
hour. So I want to stick to the schedule.

So Dustin, last three questions what are you most excited about for
2013?

Dustin: I am most excited about expansion in our business. We got the
opportunity to take, now that we know are marketing systems
work, and they can be automated with Infusionsoft, we have the
ability to buy existing practices, and we’ve done this. So we’ve
grown from one location to four and we’re taking practices that
have a healthy patient base, but historically have done no
marketing and we’re taking small orthodontic offices that do 10
to 15 new patients a month and we’re bumping them within a few
months in 50 or 60. So for us it’ll be at a growth regionally
within our area to add new locations.

Trent: You are going to end up being a very wealthy man, my friend.
That’s a heck of a system, you’re buying businesses that have
patients that don’t understand how to market and you’re paying
whatever X of earnings as a multiple and you’re immediately
within three months able to bump up earning significantly and
roll all that up that. That’s a heck of a finance and leverage
strategy.

Dustin: Yeah.

Trent: Favorite business book.

Dustin: My favorite business book, oh my gosh, I’m looking at the
library like 400 of them. Anything by Dan Kennedy, anything by
Robert Ringer the probably number one, favorite business book of
all time would be Napoleon Hill’s, “Think and Grow Rich.”

Trent: Yeah, that’s a good one. Robert Ringer, never heard of him
before. Which one did he write?

Dustin: So he’s the guy back in the 70s, he changed it to be a little
less threatening but it was like “Looking out for #1” and
“Winning Through Intimidation” and then he’s changed it now to a
little less intimidating titles like one is called “Action:
Nothing Happens Until Something Moves.” That’s brilliant brand
strategy and that he did a lot real estate and really bright
guy, but a lot of his stuff is back in the 70s, but Robert
Ringer.

Trent: Okay. And in the off chance that we have, another orthodontist
listening to this episode are thinking, “Hey man, I want to get
in touch with Dustin.

Dustin: They can find me at burlesonseminars.com that’s where we have
coaching and consulting services available to orthodontists and
dentist as well.

Trent: Okay. Burlesonseminars.com. All right, my friend. Thank you so
much for doing this interview with me I thoroughly enjoyed it
and I hope that the listeners got just a truck load of good
ideas out of it. If you did and you have questions for Dustin
here in just a few minutes, I’m going to announce how you can
get to this episode, I can’t do it live during the interview
because I don’t know what that URL is yet, but I do in post
production. So you’ll be able to get everything you need and if
you have questions you’ll be able to put them in the post and I
would imagine that Dustin would probably keep an eye on that for
a day or two after it goes live. And if there are questions here
I will answer those. So Dustin, thank you so much for making
some time.

Dustin: Trent it’s always a pleasure. Thank you.

Trent: You’re very welcome. Take care.

Dustin: Thank you.

Trent: All right, to get the show notes for today’s episode, head over
to brightideas.co/56. When you’re there you’ll see all the links
that we’ve mentioned during this episode plus some other very
valuable information that you can use to ignite more growth in
your business.

If you’re listening to this on your mobile phone, go ahead and
text right now. Text the word “Trent” to 585858 and when you do
I’m going to give you access to the massive traffic toolbox
which is a compilation of all of the very best traffic
generation strategies that have been shared with me by my many
proven experts that have been guests here on the show. As well,
you’re also going to be able to get access to a list of what I
feel are the very best interviews that I’ve thus far published
here on Bright Ideas and also you’re going to get notified of
the webinar that I mentioned at the beginning of this episode.

And finally, if you really enjoyed this episode, please write
over to brightideas.co/love where you will find a link to leave
us a rating in the iTunes, I really appreciate it if you would
take a moment and do that. That’s it for this episode, I’m your
host Trent Dyrsmid and I look forward to seeing you in the next
episode. Take care and have a wonderful day.

Recording: Thanks very much for listening to the Bright Ideas Podcasts.
Check us out on the Web at brightideas.co.

About Dustin Burleson

dustin-burlesonDr. Dustin Burleson is a speaker, teacher, author and orthodontic specialist. He is an Assistant Clinical Professor at the University of Missouri ­ Kansas City School of Dentistry, the Attending Orthodontist at the Children’s Mercy Hospital and Director of the Leo H. Rheam Foundation for Cleft and Craniofacial Orthodontics.

Best-selling author of “Stop Hiding Your Smile! A Parent’s Guide to Confidently Choosing an Orthodontist” and “The Consumer’s Guide to Invisalign,” Dr. Burleson mentors not only patients and their parents but also orthodontic specialists from all over North America. In his private coaching groups, Dr. Burleson lectures and teaches his orthodontic peers how to create patient-­centered practices focused on changing lives and supporting the community. Through his efforts, hundreds of orthodontists across the nation have committed to providing orthodontic care to children who desperately need but cannot afford orthodontic treatment.
Dr. Burleson is the nation’s largest provider of free orthodontic treatment to children in need and is the president and founder of Burleson Orthodontics & Pediatric Dentistry, a large multi­doctor, multi­clinic specialty practice in Kansas City, Missouri where he resides with his wife and three children.

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