This starts with the selection of the correct target market, creating and managing the public perception of your practice, choosing the correct vehicle, crafting the message, and finally, how well you service people.

Don't try to educate people with advertising. It doesn't work. Your goal in advertising isn't to educate, it's simply to attract. After they arrive you can do all the educating you want. Your first goal is to get the right people to call. They will call if you speak to their concerns.

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