Success Secrets Of The Richest Dentist In America: Claudell Sexton!

Transcription

1 Secrets Of A Street-Smart Dentist #11 Success Secrets Of The Richest Dentist In America: Claudell Sexton! Thursday 2:57 pm Salem, OR Dear Friend, You might not have heard of Dr. Claudell Sexton. And you probably won t find his name in many textbooks or in the literature. You also might not recognize his name as recorded in the annals of mainstream, organized dentistry. However, he does have a claim-to-fame. When he died in 1982, Claudell Sexton was the richest dentist in America. He died with a fortune worth over $107 Million Dollars in today s dollars. I guess in this day and age of dot.com billionaires, his estate doesn t sound like much. But as we see more and more of these dot.com ers going broke, well I just think you have to tip your hat to Good ol Doc Sexton Over $100 Million from working as a dentist that s not bad. Not bad at all!!! He also left behind a 4000 acre farm with the #1 Tennessee Walking Horse Ranch in the entire land. He by any definition a wealthy and successful man. In fact, Dr. Sexton was the person who launched the political life of a certain Georgia Legislature who later went on to seek the Governors Mansion and then later sought nothing less than the Presidency of the United States. And he owed it all to Dr. Claudell Sexton who gave him his start. I m speaking of course of President Jimmy Carter. He was well aware that he owed his political success to a dentist. Perhaps that was why later on he appointed an Oral Surgeon as Secretary of Health in his presidential administration. Anyway, when he died Dr. Sexton employed 17 dentists and 33 dental technicians. He had a big operation.

2 And it made him a wealthy man. Like I said, he died the wealthiest Dentist in America. As a dentist who made his money in dentistry. He didn t inherit it, he didn t make his money in real estate, or in the stock market. He earned it as a dentist! How did he do it? With prosthetics. Dentures & Partials. With some Extractions, and with some C&B thrown in for good measure. And how did he attract all these people to his offices? Enough people to keep 17 dentists and 33 technicians busy? 2 Well, there is no question that he eventually used all the advertising means at his disposal, including bill-boards, magazines, radio, and so on. But when he was asked, he replied that his #1 secret to success, the thing that got him started, was his reliance on good old fashioned: Weekly Newspapers. The reason is simple: For every dollar spent on advertising in Weekly Newspapers, you will receive about $9 - $12 in revenues. Therefore, if you spend $1000 on advertising in weekly newspapers, you can expect to see upwards of $12,000 in business. In his hay-day ( a little midwestern lingo here it means in his prime) Ol doc Sexton was spending upwards of $3000 per day on weekly newspapers. How big do you want your practice to be? Just name your number. You want a $100,000 per month practice, then you need to invest $10,000 in advertising $2500 per week. OK, you re at $50,000 per month right now, and you want to go to $75,000. That s a $25,000 per month increase. Therefore you need to invest $2500 per month in Weekly Newspapers in order to produce $25,000 in income. You still with me? So, let s see where to start. Let s say that I m a dentist in Oregon and I want to advertise in Weekly Newspapers, where do I turn. Well, how about the Internet. OK, I go to a search engine and I do a search under Weekly+Newspapers and what do I get? I get the motherlode! Lots of information on advertising here. A good place to go first is Gebbie Inc. is a company that has lists of just about every kind of advertising source there is, including weekly newspapers.

3 3 What I m going to do here is print off each web page as I go to it and point out to you the various options available and try to explain them: I ve written a letter in the upper right hand corner of each page as I describe it. Can you find page A. A Gebbie Press Page Notice on this page where it says: Links to Radio TV Daily Newspapers Weekly Newspapers Magazines on the Internet State Press Associations Newspaper Associations These are all listings offered by Gebbie. The next page I clicked on was Weekly Newspapers. This took me to B Weekly Newspapers on the Web. As you can see on page B it has a box with a listing of state newspapers starting with the Atmore Advance which is in the state of Alabama. Next is the Brewton Standard found in Brewton, Alabama, and so on. Just for the fun of it I scrolled down to Oregon and the weekly paper where I live in Keizer, Oregon the Keizertimes. C The Keizertimes. As you can see right there on this page I can go right to Place an Ad. I can also look up info as to their circulation and advertising rates and so on. I can even them to see how much help I can get with writing the ad, designing it and so on. However, I got to thinking that maybe there was an easier way. If I have to locate every little weekly paper in every little podunk town within 60 miles of Salem where I live, this could get to be a lot of work. So I went back to the Gebbie Page (page A in this letter) and clicked on where it says State Press Associations. D State Press Associations. Say this looks promising. Since I m from Oregon I looked for a listing there and look what I found: Oregon Newspaper Association. I wonder if they can give me a little help. E Oregon Newspaper Association. Display See that section there where it lists:

4 4 OCAN classified 2X2 Network Rate Cards Digital Upload Digital Download That s all lingo for different forms of advertising. Let s try Display. F Display Advertising Wow, look where it says 19 daily and 71 weekly newspapers. 71 is a lot of newspapers. I wonder how many of them are within 60 miles of me. Well, since what I want to know is how much this all costs, I clicked on where it says, Calculate Advertising Costs. (Do you see where it says that on page F?) G1 G2 Calculate Advertising Costs. You can see where I drew little arrows by the boxes I checked. These are weeklies close to where I live and in which I will advertise. H Price Quote. As you can see for the weekly papers I have chosen, the circulation is 24,900 and the cost is $ per week. Is this a good deal? You bet. For an investment of less than $500, I will see revenues of $ $6000 PER WEEK for a total of $20,000 - $24,000 per month. Add $24,000 to your monthly total right now. Is that a good number? I The 2 X 2 Network. Here in Oregon they even offer something called the 2X2 Network. This is where I can run my display ad (about 2 X 4 ) in EVERY newspaper in Oregon, both dailies and weeklies, for $650 per week. If I was looking for a ton of new business, this is what I d do. I d get my number in there, and tell then in the ad how easy I am to find and go for it. Actually, this is an incredible deal in advertising and this is where you should go if you re selling books, or vitamins, or fruit baskets etc. Anyway, it s just another sample of an excellent way to advertise.

5 5 What I suggest is that you go to your states page on weekly newspapers, then look through that list until you find the weekly papers in your area. Then call the papers and see if they can help you find a listing of weekly papers in your area. Every state is different. My state, Oregon, appears to be one of the easiest to place ads in, however it does require some legwork. If you want some help with this, just give us a call and we ll be glad to help. Just call up and say: I m in the Cleveland area (or whatever area you re from) and I d like to start advertising in weekly newspapers. You won t need to go into all the details like how: 1.) You want to only advertise within a 60-mile radius of your office. 2.) You don t want to advertise in daily newspapers, only weeklies. 3.) You want to advertise to the biggest circulation possible for the cost. (In other words, some papers charge $100 per 1000 circulation, whereas others may charge only $75 for the same circulation.) Jones may come across on the phone as an easy going nice guy, but behind the Scenes he s a razor-fanged pit-bull when it comes to dealing with these papers. He knows all their tricks and schemes (Things like curtailing remainder-space back-stacking chute space and so on.) and he ll get you the best deal possible. And he doesn t charge any kind of Set-Up fee. And he ll design your ads for FREE. This is also a big deal because he knows the lingo for your ads such as: Full Set (instead of complete set) or, Affordable Without Insurance Lab on Premises Same Day Service and so on, of course customized to your operation. He does everything, design, placement, and most importantly, negotiation, all for a set fee of just $295. Therefore, you can spend $2500 per month on advertising, and it ll just cost you just $295 per month. In the advertising industry, everything revolves around cost per What that means is: how much does it cost to get your advertisement in front of 1000 potential customers. As someone who has spent more than $5 Million Dollars on advertising over the last few years, I can tell you that in terms of cost per 1000, NO ONE beats Jones. No One!! On the following pages, I ve put printouts of the web pages that I ve been talking about. I wrote a big letter in the upper right hand corner of every page to correspond with what I said about each page. To wrap this up, look at page J.

6 On one page it lists a weekly paper called the: Dallas Polk County Itemizer- Observer. Do you see it? Notice that this paper has a circulation of 6,800. And to advertise in it costs $ Here s the good news: For that $72, I ll see about new patients with each patient spending $700 - $1200. In other words my $72 could turn into over It really is the motherlode! 6 $700 - $3600 And Maybe a LOT More!! When you begin advertising in the weeklies, the first thing I d suggest is that you begin to look for associates and technicians. If you have any questions please call me at: (off) (cel) (fax) Sincerely, Travis P.S. Success in the prosthodontics business basically boils down to success in finding a good lab technician. In other words, if you have a good lab tech who can produce 4-5 units per day, plus a reline and/or a repair or two per day. You are going to become wealthy in short order. If you can find 2-3 of them, hang on to them for deal life. Hire another good dentist, and advertise in the weeklies and see what happens. If you re not sure about the lab tech end of things, call Dr. Pettus, and/go out there and see his lab in operation. If you re in the Oregon area, please stop by my office and see my lab tech and the work he does. My tech was trained in Germany (4-years) and his work is absolutely breathtaking. Send your tech out here if you want to see excellence. I don t have time to go into it here, but the techniques he uses to improve excellence, while saving time are mind-boggling. If you want to send your tech out, please do. I won t charge a penny.

7 7 I can help you flood your office with business. $5000 per day if you want. Keep in touch and God Bless.