Imagine you own a matchmaking business seeking the ideal partners for a specific kind of single and searching clientele. On dates, your singletons ask intrusive questions of their companions and chastise people who smoke, drink and enjoy sugary foods. During meals, they habitually attack potential partners with knives and forks. Incredibly, they expect companions to gratefully pay for outings and assume that second (and subsequent!) dates are simply a matter of convenience.

Unfortunately, half of all people refuse to go on dates with these clients and one in six develop a phobia after contact with them. As the agency owner, you know these singletons make excellent life-long mates. They have needs and preferences, sure, but by and large they have other people’s interests at heart.

Amazingly, when these romantic lepers successfully find partners, a miracle occurs. Both parties prosper and their lives are blessed. They smile a lot. The social quirks of these challenged singletons become endearing traits and their newfound partners go forth encouraging others to date and commit to them as well.

Sound familiar? Yes. Us dentists are these badly behaved, poorly perceived singletons, desperately trying to win patients, recommendations and referrals.

The next time you write for your website, take a moment, a long moment, to consider the ‘obstacles to love’, or rather, barriers to seeking dental care, that your ideal patients face. Then, address these concerns throughout your website to reassure understandably reluctant potential patients.

With the right attention, your thoughtfully crafted website will marry your business interests to the interests of your ideal patients. Hopefully, happily ever after.

For all of us dentists and for our very patient patients who read what we write and need what we offer, I remain, writing for dentists, at your service.

P.S. For more exclusive writing wit and wisdom and a free copy of my e-booklet ‘WRITE YOUR OWN WEBSITE’ sent directly to your email address (which will not be shared or used for any other purpose), contact me:


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