"Like a fingerprint, your patient's stories and experiences are unique" Wrongly ask a patient for a testimonial and you'll get nothing more than a high-gloss statement of approval; a veneer-like declaration coated in vanilla flavoring, every one sounding like the next. Most testimonials are boring, universally dull and have no nutritional value in your marketing and advertising. It's the patient's story and experience with you that give a great testimonial its authenticity and credibility. Prospects connect with you through the stories. The true demonstration of your expertise is in the hearts of your patients. Testimonials must influence a prospective patient's decision at a visceral, emotional level. They cannot be fabricated. They can however be captured and communicated in a way that reveals your true skill and ability as their dentist. A great testimonial communicates what it's like to be your patient; that you can be trusted. You shouldn't underestimate the power and influence testimonials and reviews have on others and you must take absolute control over capturing and implementing them in your marketing. In this book you'll discover: - What makes a great patient testimonial - How to get the right testimonials and reviews from your patients - How and where to use them in promoting your practice, on and offline - How they turn every prospect into a referral-quality patient - How to use testimonials and reviews as a patient referral tool "Social, peer and expert-authority proof; patient testimonials, stories - preferably emotional stories, patient human interest stories are all critically important elements for practice marketing. Ron Sheetz has made himself an absolute authority on patient testimonials and on the making and use of video of them. His understanding of how most testimonials fail to influence - what he calls 'survey testimonials' is on target and itself worth reading this book. His explanation of the way dentists misunderstand what new patients are