True Dental Success Institute

Your 800 Pound Gorilla

One of the greatest business lessons that I ever learned was from my mentor, Bedros Keuilian.

In one of our first meeting together, he explained to me that in order to be truly successful in business, you need two things…

1. Your hook, or the thing that makes you stand out from all others in your field.

2. Your 800 pound gorilla (demonstration of proof.)

Back in the 70’s and 80’s American Tourister launched an ad campaign that showed a gorilla thrashing two suitcases. One of their brand, and one of a competitor. Obviously their brand stood up well while the other brand fell apart in seconds.

This campaign is a great example for you to model for your dental practice.

See, for years, American Tourister tried to express to the consumer that their products were built with a reinforced frame and would hold up far better than anything else in the marketplace. But it wasn’t until they came up with a unique way of demonstrating this fact that they really began to pull away from the competition.

So, What’s your 800 pound gorilla??

That’s the question that we strive to answer when designing every external marketing advertisement.

In our campaigns,  we use social proof to differentiate ourselves from all of the other white noise that gets ignored by the general public. Within each ad which changes every week, we include at least two testimonials coupled with a picture of the satisfied dental patient with their doctor.

Studies have shown that including pictures of real people from the community actually draws more attention than stock photos of professional models.

We also use our “Big Check,” promotion every week to highlight a local non-profit agency and donate the proceeds from our new patient exams to them.

Without saying a word, we have three examples, or “demonstration of proof,” that we are completely different from all other dental offices in our area.

If you’d like to see some examples of the types of ads that we regularly place that average between 160-205 new patients per month, visit and order a free copy of my book Pillars of Dental Success.

Here’s the take home message of the week:

Create a unique and memorable way to demonstrate what makes you different from every other dentist in your area and you’ll see a flood of new patients walk through your doors.

Have a fantastic week!!

All the best,

Mark Costes, DDS
Founder, Dental Success Institute
Founder, Horizon Schools of Dental Assisting
Author, Pillars of Dental Success

P.S. If you’d like to get on the phone with me for a complimentary 20 minute practice analysis, simply email and someone from our team will get it scheduled!

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6 Responses to “ Your 800 Pound Gorilla ”

  1. Joel N. says:

    This is the type of information that I really needed to push me in the right direction. Always a great read when I go to your blogs. Nice work and thanks for sharing.

  2. Gary P. says:

    Great information about how to promote your business in this blog. It really does pay off to promote ideas because you never know who will see that information. Sharing these ideas is just as important for the next guy to follow, so nice work here.

  3. Jane A. says:

    Wow what truly amazing information you got here doctor. It seems like more people would be sharing secrets like this to help others out but guess they don’t care. Keep up the good work.

  4. Antoine B. says:

    You have some great ideas in this blog and thank you for sharing them. I must be nice to be able to find your calling and enjoy it so much. Nice work Doctor.

  5. Wilbur H. says:

    I understand where you are coming from and great advice doctor. i think more people need to share whats going on in order to achieve their goals.

  6. Bonnie G. says:

    Great informative blog post you got here doctor. It was a great read and I cant wait to read more. Thanks again for sharing