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VIDEO - DUwHF #794 - Shauna Duty
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AUDIO - DUwHF #794 - Shauna Duty
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Shauna Duty has owned two marketing companies, both focused on dental websites and online marketing. Prior to opening her businesses, she worked for a well-known dental marketing company in the DFW area. Currently, she owns and manages iDENTiwrite, where she works directly with clients, employees, and contractors as the lead project manager and editor.
Shauna has written over one thousand dental websites, articles, and blog posts for dentists in the USA, Canada, UK, and Australia. Her expertise in dental marketing has been honed over years of interviewing, studying, and writing about the biggest names, products, technology, and procedures in the dental field. Her articles on dental marketing and blogging have been published on many websites, including Dental Products Report and Modern Hygienist. She also composed a chapter on reputation management for dentists for the ADA Practical Guide to Internet Marketing. She understands dentistry, healthcare, marketing laws, ADA guidelines, and the minds of patients, so she is uniquely equipped to promote your dental practice. You can reserve a 30-minute marketing consultation call at no cost by calling 940-395-5115 or emailing shauna@identiwrite.com.
www.identiwrite.com
Howard: It is just a huge honour for me today to be podcast interviewing Shauna Duty all the way from Fort Worth Texas. You’re in Roanoak there right?
Shauna: I am.
Howard: Is that a suburb of Dallas, Fort Worth?
Shauna: Suburb of Fort Worth, very close to the Texas Motor Speedway.
Howard: Right on, I’m glad you say that without mentioning those obnoxious Dallas cowboys.
Shauna: Wait a minute.
Howard: I only podcast interview Arizona Cardinal fans.
Shauna: Oh no.
Howard: Shauna Duty has opened two marketing companies, both focussed on dental websites and online marketing. Prior to opening her businesses, she worked for a well-known dental marketing company in the Dallas Fort Worth area. Currently she owns and manages Identiwrite where she works directly with clients, employees and contractors as a lead Project Manager and Editor.
Shauna has written over one thousand dental websites, articles and blog posts for dentists in the USA, Canada, UK and Australia. Her expertise in dental marketing has been honed over years of interviewing, studying and writing about the biggest names, products, technologies and procedures in the dental field. Her articles on dental marketing and blogging have been published on many websites including Dental Products Report and Modern Hygienist. She also composed a chapter on reputation management for dentists for the ADA Practical Guide to Internet Marketing.
She understands dentistry, healthcare, marketing laws, ADA guidelines and the minds of patients. So she is uniquely equipped to promote your dental practice. You can reserve a thirty minute marketing consultation at no cost by calling 940-395-5115 and tell her that the Dallas cowboys are horrible...or you can e-mail her shauna@identiwrite.com. You know I called you, you didn’t call me, this is no advertisement because it sounds like if you have a bunch of cut and paste content Google knows that. They want unique content. Is that true or false?
Shauna: That is absolutely true. For years Google has said that. The problem is that not everybody writes. Not everybody has time to write. Dentists who are running their practice and getting their CE’s and dealing with patients and all of that, they don’t have time to write copy. They thought they finished writing when they get out of Dental School you know unless they’re writing for journals. So we know Search Engine Optimization, we also know dentistry, so we come in and we just build that gap.
Howard: So first of all, if my homies went to identiwrite.com… ident-i-write...ident...iwrite.com, what are...what are they going to find and what exactly do you do, what does it cost? Tell...tell us your whole deal.
Shauna: Okay.
Howard: And by the way I know you’re driving to work right now, so I always re-tweet my guests last tweet and she can be found at Identiwrite and I re-tweeted your last tweet that says “dentists, sign up for my...sign up for...Google my business and combine all of your Google properties free”. I think that’s funny that I...I just re typed that..I think it’s funny how when any dentists sends me an e-mail I always like Google their name because I’m curious, you know, am I talking to someone in Canada, Florida you know I like to do that. And over half of them when Google throws up their name on the side you know it will say, like their name and their address, click here for the website, ...they don’t even...they...they’re not even active. They haven’t even hooked it up. How do they hook up so that on Google you can click the website, all that, how do you do that?
Shauna: Okay. So Google changes things all the time and they… recently came out...I know right, they recently came out with Google My Business. So if you literally Google “Google My Business” then you’ll find a link to go in and setup your free account. From there you want to log in with the Gmail account that you used to setup your YouTube and all of the related properties if you have like Google Adwords, that’s going to be in this panel too. So Google My Business takes Google Plus, Adwords, Google Maps/Local and your Gmail address and puts it all in one dashboard and from there you’re able to also assign user roles. So this is something that’s really awesome for dentists because I’ve had dentists worry about “well my front office person has access to all of my Google accounts and now I fired her and she’s mad. What is she going to do?” That’s literally happened right. So now dentists can go in and just take that role right away and she can’t get in anymore. You can also assign like a webmaster to get into your Google accounts for as long as you want them to. So it’s pretty cool. It’s completely free and it’s very easy to setup.
Howard: So...so tell us...take us through your personal journey. How did you...how did you end up in dentistry?
Shauna: Sure. So I was homeschooling my kids actually. They’re grown now. I just had my first grandbaby last Monday. So they’re really grown...and
Howard: My God, you don’t even look old enough to be married.
Shauna: Why thank you, I do appreciate that. So when I was homeschooling my kids I was copywriting. I’ve always loved to write and in that I found some jobs that had to do with dentistry and cosmetic surgery and so I kind of learned about it. From there I built up my writing portfolio and I found an advertisement for a copy director at a website company for dentists. I was hired for that role. I worked there for four years, really got to know the industry and got to know clinical dentistry because I was interviewing dentists every day, writing their websites, training writers to write websites and learned about all the ADA guidelines and all the things necessary for a true dental copywriter to do well.
So worked for them for four years, then broke off and started a company with a business partner for five years. Did basically the same thing and about three years ago I sold everything and started Identiwrite primarily because I wanted to focus back on the writing, because Google says that’s what’s important. That’s where my niche is and that’s what I enjoy doing most.
Howard: Okay. So dentists are kind of split 50-50 on this, you can.. you can earn your SEO by having original content, you writing all that or hell you can just say “forget it all, I have the worst website in the world and I’ll just buy Google Ads and I’ll buy my way to the top”. So should they buy first listing or should they earn it?
Shauna: Well here’s what I recommend. I recommend in the very beginning when you have a new property, a new URL, it doesn’t have any credit on Google whatsoever. At that point you might want to invest in some Google Ad...Google Adwords to make sure you’re at the top, but at the same time you want to build your website, make it beautiful, make it user-friendly, put original content on there and it will start to work its way up. So like in our reporting, we have a list of twenty or thirty keywords for each of our clients and we take a baseline where they rank for those keywords, on day one when we start for them. Then thirty days later where they ranking, thirty days later and then each month we can see which keywords went up, which ones went down, where we need to focus our energies and for instance ranking for a secondary city, like with Google Local let’s say you’re in Denver. You’re probably going to come up in Denver. You can work for first page in Denver, that’s great, but if you want to come up for suburbs of Denver that’s going to be really hard to do.
So, we can look at those sorts of things and put together strategies to try to get this wider spread than what you’re going to get. So back to your main question about paid advertising organic. Once you’re organic is page one and...and you’re on page one two or three times out of the ten that are listed there, there’s no need to do Adwords anymore, particularly if you claimed your Google Local listing and you’re coming up in the top three of the maps. You’re right there, there’s no need to pay for it. You’ve done what you need to do. I will say that Google is all about money right, just like all businesses are and that’s going to probably change a little bit in the future. I will say that I think reputation management having as many positive testimonials as you can out there on Yelp, Google Plus, Facebook, Health Grades. This is going to be the most important thing for you to do.
Howard: So,you know...well...first of all you know I see a lot of dentists websites everyday because that’s a habit of mine. A lot of dentists you know their website will be like ...like yours is “shauna@identiwrite”. So back in the day you know you go back into the late eighties, early nineties it was all “@aol.com” or “@gmail.com” but now most dentists that e-mail me it’s their name at their website. So all you got to do is knock off the shauna@ at www and they’re on their website and I’m 54 and to me it looks like almost everyone bought their website five to ten years ago at a dental convention and they haven’t even seen it yet. And some of these dentists I know intimately and like know like they’re big implantologists, hell I’ve even been podcasting them on implants but if you go to their website you wouldn’t even know that they’re ever placed an implant.
And so...so what I want to switch is...and then, when some dentists start writing their own ads or start getting in their website, sometimes I always think it’s too bloody and gory and ooey. I mean, if I was going to go to a proctologist because I wanted to get my five year colonoscopy, I’d want to know about preventing cancer. I certainly wouldn’t want to be looking up the back end of five different men on the page. I’d want to… so what do consumers want to see on a website? When you write content, like what do they want to hear about? What subjects? And it also ties in to these young dentists who come out of school and they’re like “well what’s the best return on investment?” Or is everybody wanting to know about dental invisalign, dental implants, sleep apnoea, I mean there’s so many things that you could learn. So what is the consumer looking for? What are they interested in? What do they want to read about?
Shauna: Oh I can tell you what they want to see and what they don’t want to see. You’re right they don’t want to see blood and gore. They don’t want to see pictures of metal implants in jaws with no teeth on them. They also don’t want to see stock images of dentists that aren’t the actual dentist that the website represents. They want to see real pictures of real...
Howard: Man, that is one ugly dentist when you use a stock picture it’s like lots of times when I’m talking to a dentist, they’ll say “oh I got a grandkid too” and I’ll whip out the picture of my two grandkids and I’ll say “where’s the picture of your grandkids and he goes “I don’t have one”. I go “man...they were some ugly grandkids if you don’t even have a picture,” how ugly are they? Are they like cyclops? So yeah why would a dentist use a stock image?
Shauna: It’s...it’s just not smart. It makes you look like a...like a big managed clinic is what it makes you look like and people want a personal relationship with their dentist. You know and whenever I interview a dentist I always ask “what sets you apart?” And I tell you ninety-nine times out of a hundred they say “one on one patient care, personal patient care, we love our patients and we treat them as an individual”. So if that’s the case show them yourself on your website. They want to see you. They want to see the hygienist that’s going to have her hands in his...in their mouths. They want to see your patients and the testimonials. That’s why you know I think it’s something like seventy percent of people will believe reviews that they read online. It’s because...
Howard: What percent?
Shauna: It’s about seventy.
Howard: Seventy...seventy percent of people believe the reviews?
Shauna: Yeah. Yeah.
Howard: So what are...what do the thirty percent do?
Shauna: They...
Howard: I mean do they...do they just think..they’re probably just older people who are jaded, thinking there’s a lot of crazy people on earth. I mean like...
Shauna: Yeah.
Howard: I’ve never left review anywhere but when I go to a dentist’s website and somebody’s writing something crazy, I’m pretty inclined to think “that’s probably a crazy person”. So...
Shauna: Yeah.
Howard: So, only...so seventy percent, two out of three believe the reviews.
Shauna: Yeah, they do. And that just goes back to that personalization. They want a real human. When they answer the phone they don’t want to hear a machine. They want to hear a receptionist who they’re going to see when they go into the office you know. So, I would say one of the most important things is to make your website reflect you, who you are, your vision, your mission and make that unique. Don’t make it some canned something that everybody else uses. Truly think about who you are, where you came from, why you’re in dentistry, what you love about it and create your mission and vision from that. Your website should reflect that mission and vision and people will see that and they crave that personal touch from their healthcare providers including dentists.
Howard: And you know what I...on personal...what you’re just saying is, I think it’s the coolest thing, is when there’s a little YouTube video and you click that and you get to see the real human talking. I mean I think that’s the bomb and sometimes they’ll even have one. You know some people won’t have their staff, other people will put a picture of their staff and put a paragraph about her. I saw one dentist the other day in Las Vegas, he had a YouTube video of each person, the hygienist, the assistant and I thought the assistant stole the show, she’s like ”trust me when you come in here I’m going to put you at ease and bla-bla-bla”. So what do you think about YouTube videos in the website?
Shauna: I think it is phenomenal. People are so scared to do videos of themselves. They don’t want to see themselves on screen but people look at you every day. They see you. You don’t see yourself. So it’s just a natural extension of that personality that you want to reflect on your website. Now here’s the thing though, visually and emotionally YouTube videos are great. You embed them on your website. They’re housed at YouTube, but for Search Engine Optimization you want to make sure that your videos have a written script behind them on YouTube. That way Google will index those videos and they’ll come up in search as well. So it all becomes part of your SEO plan.
Howard: That is nice. So you know, when I saw that Google can do a transcript of your video for like hearing impaired and all that stuff, I knew that it might be for hearing impaired but it was for Search Engine Optimization.
Shauna: Absolutely.
Howard: Yeah.
Shauna: Absolutely. Google owns YouTube, so they’re all connected.
Howard: Yeah. And I also think that if you sign in…try to use you know, you need a Gmail account like say I think a Google Plus…like a lot of dentists say they don’t do Google Plus and I’m like “dude everybody I know that searches for a dentist, does it on Google.” I’ve never seen a human go to Bing...
Shauna: Right.
Howard: ...or Facebook to search for a dentist and if they’re going to Google to search and Google owns Google Plus, for all you know they may have a list of everybody who has a Facebook page, who doesn’t have a Google Plus page, they might be helping their Google Plus homies before, I mean you never know and with all these experts lecturing in the back of Holiday Inns and Dental Conventions, they claim they know everything about SEO and it’s like dude Bing doesn’t know what Google’s doing. Yahoo doesn’t know what Google’s doing. Oh but the guy at the Holiday Inn knows. Yeah. Yeah. Microsoft doesn’t know but the guy at the Holiday Inn does. But it just…it just seems like a…it seems like the more you work your site the more active it is. The more you try…like I imagine, I tell some of my friends that you know if you haven’t done anything to your website in five years, why would Google push out a website that’s been static and dark for five years. How often do you think you should update a blog or content or add something?
Shauna: Sure, all of my client’s blog weekly. We blog for them weekly I guess, according to an editorial calendar that’s based on the keywords that they aren’t ranking on page one of Google four. So it’s very strategic but we push up that content for them every week. We also publish it to Facebook and Google Plus. We can incorporate videos from their YouTube into their blog, create pages for those videos on their Google Plus on their Facebook account. So everything works together. You know it’s really a good idea every six months to a year to update the homepage of your website. I also firmly believe in making your website bigger and bigger and bigger. That means maybe we’re adding two blogs a month but also two pages a month to those services that you really want to be found for. But say you started working with sleep apnoea and you know you’re just not coming up. The sleep labs and the positions are coming up and you’re not. So you want to build out a section of your website on sleep apnoea, you want blogs to link to those pages of your website and you want to promote those blogs across various social sites like Facebook and Google Plus and even LinkedIn if it’s a specialist…a speciality service that other dentists aren’t going to to perform, you can get referrals from those colleagues.
Howard: So do you actually build the website or you just manage dentists websites?
Shauna: You know we pick up wherever the dentist is. We build WordPress websites. The dentist hosts them in his own account either on GoDaddy or Bluehost. But we can set-up that account and turnover the reigns. We don’t hold anything..
Howard: Okay stop first…
Shauna: Sure.
Howard: You said a technical term, web…WordPress website. Is that the Microsoft product?
Shauna: WordPress has a million templates and so what we do is we go in and we pick a template. We build…it’s basically a content management system, CMS. You’ll see like ( unclear 18:41) and a lot of these places have templates right, but they have their own proprietary CMS. So if you want to move your website somewhere else you can’t have it. You can’t move those files. Because we build on WordPress, the files belong to you. They’re in your own hosting. We can teach you how to use the back-end. So we can manage it while you’re with us and we don’t have contracts. If you decide you want to do it yourself or you hire someone to do modification…
Howard: Did you hear what she just said? There’s a lot of kids listening to this, the fifty year olds all heard this but she said “there’s no contracts”. You know when…do you have a contract that your patients sign that they have to come to see you every six months for the rest of their lives, of course not. Having to have a contract to have a relationship is a red flag which is why you should never get married you know. Everything is great and then she whips out a contract and says “sign here because I don’t have any money and you have a shit load of money and I need to have this in writing”. A contract is a huge red flag and you know, that speaks volumes. Same thing in practice management (19:44 unclear) some of them just say “here’s my fee, it’s a monthly fee and if you ever think…I’m not worth…I’m not doing it for you” you know they’ll say “hell I didn’t even want to work with you if you don’t think I’m doing a good job”. You know what I mean. I don’t want to have a contract and tied in to someone for two years, who thinks I’m not doing a good job. So that’s pretty damn cool. But how much is this…it’s no contract but what’s the monthly fee? Is it all over the board depending on if you build the WordPress, host it or they build on a WordPress and they host it or…?
Shauna: Not [00:20:12]. It’s just based on how much we’re doing for you. If we’re only blogging twice a month and we’re doing like a web care report and an SEO report, so we can tell you how your website is performing, what the traffic is…
Howard: SEO report and what was the other report?
Shauna: A web care report.
Howard: What is a web care report?
Shauna: So a web care report is going to tell you, the uptime and downtime of your website. It’s going to talk about page speed, the traffic that came to your website. It’s going to pull a lot of data from Google analytics and just put it in a very user-friendly format. So that’s the one report that we…
Howard: And that’s actually very important because I was reading something that.. say you’re on Twitter or Facebook and someone posts a link to a story and you clicked that link, the consumer is only going to give that like one or two seconds to load and if it doesn’t instantly load, they just back out of it and keep scrolling their file.
Shauna: Absolutely.
Howard: Yeah.
Shauna: Absolutely. Yeah. Speed is extremely important and so let’s say you have a lot of pictures and videos that come up on your home page, we have to find a way to get that speed down to just a couple seconds. So, that’s the web care reports.
The SEO reports we actually go into Google incognito mode to kind of pull out all of the local attributes that Google puts on a person. So we go to the Chrome incognito and from there we do a search for the keyword phrases that the dentist wants to be found for. We log those phrases where the dentist is coming up page one, position one, page three…we go down to page three. If you’re not on the first three pages we don’t even…we just say you’re not ranking at all. But we really want you on page one. So then we have a goal from month to month to work towards and so that’s what the SEO report is every month. It shows how you’re doing for the keywords that we’ve been focussing on.
Howard: So when you say two blogs a month is what you recommend- one every two weeks?
Shauna: I recommend four. Two is bare bones.
Howard: So you recommend a blog once a week and that…that’s mostly for SEO?
Shauna: Yes absolutely. You know you asked before, what’s most important on a website? What people want to read? People don’t want to read when they go to a website. They don’t. They just want their, they want their question answered. That’s why videos and images are so important. What the words do is they attract Google. Every page becomes a portal for people to enter your website. So if your website has a hundred pages instead of ten, that’s a hundred different pages that are being indexed for various keywords on Google. A hundred different portals people can find to enter your website from. The way you get indexed, you have original content, you have a well optimized website. So people aren’t interested in reading that content. They might read the headlines, scan the bullet points, look at the pictures. The point is for them to pick up the phone and call you once they’re at the website.
Howard: In ninety five percent of the dental office websites I have seen, if you push the phone number on your iPhone it doesn’t even start…it doesn’t even call them.
Shauna: Yeah.
Howard: I mean these consumers are driving down the highway and it’s hard to drive with one hand while you’re smoking a cigarette, trying to dial your dental office and I mean it’s like they’re not even trying or…or.. but basically the problem with dentist’s is, they were just wear too many hats.
Shauna: They do.
Howard: They’re trying out root canals, fillings, crowns, HR, everything and now you’re saying “oh we’ve got something else you should learn”..SEO, website. How much is your services though?
Shauna: So, 199 and 299 a month. That’s two blogs and four blogs.
Howard: So, they’re 200 a month or 400 a month for either two blogs or four blogs?
Shauna: 200 or 300.
Howard: Oh 200 or 300?
Shauna: Right. Now we do have…
Howard: But technically you said 199 and 299?
Shauna: Yes.
Howard: Okay. So 199 is for two blogs a month. 199 is for two blogs a month and 299 is for a blog every week?
Shauna: Yes. And that includes the two reports that we were talking about. And with that SEO report, there’s a strategy that we do with that too. So we don’t just run the report and hand it to you. We run the report, compare it to last month’s rankings, go back to your editorial calendar, make sure that we’re blogging on the right topics with the right keywords so that in the next thirty days we see you move up some more. And you know a lot of companies run all these reports and that’s great but if you don’t do anything with the data, it’s just…there’s no point.
Howard: You know talk to my rural homies. I’ve got a lot of rural friends that say “you only need that stuff in Dallas. You don’t need that stuff in Beaumont, Texas. Is that true or false?
Shauna: Depends on your competition. It depends…if you truly are the only dentist around and you have a website or a Facebook page, you’re going to come up. That’s all there is to it. But once you start having competitors, yes these are your peers but they’re your competitors in marketing, then you’ve really got to look at whether you’re on page one or not. And if you’re not on page one then yes, you need to work on your Search Engine Optimization. That may mean adding more reviews.
Howard: And what should it..what are patients searching? I mean are they just saying…are they just saying “dentist Roanoak Texas”. Is that the extent of the search most of the time or…?
Shauna: No actually they’ll search for just their city name without the state and the word dentist or the service that they’re looking for. Google Local takes care of showing them the dentists that are closest to them. So then the other keywords that are not service, city or symptom related, those are the three that we’re really look at, city…
Howard: Service…service, city or symptom?
Shauna: Yeah, like toothache, broken tooth, chipped tooth, dental stains, those sorts of symptoms. Outside of those there are phrases that are becoming more popular like “near me”. People talk into their phones now, so they’ll just say “I need to find a dentist near me that does root canals”. So actually ranking for the term “near me” is a good idea “dentist near me”. The other one is “cost of”. How much do implants cost? How much do veneers cost? How much does a crown cost? So cost of dental crowns, cost of veneers, that’s another keyword phrase that we’ve really been working on recently.
That is so interesting and now I’ve been reading that Google was always excited about…ever since they started their company, the link to the search has been growing about five percent a year. But then when they started with the microphone now the search is exploding because now it’s one thing to type in “dentist near me” or “dentist Phoenix 85044” but now that you’re have the [00:27:15] you say “is there a dentist in Ahwatukee around 43 Elliott near the safe place ” you know what I mean so that the search is really going huge.
Shauna: It is.
Howard: Do you…when you’re searching are you typing with your two thumbs on your iPhone or you use the microphone?
Shauna: Me personally?
Howard: Yeah.
Shauna: I’m typing. I’m a writer. I type everything.
Howard: But on your…on your iPhone do you do that with two thumbs?
Shauna: You know it’s about fifty-fifty for me. It’s about fifty-fifty. I’m tending as I become more comfortable with the audio aspect of technology I’m using it more and more and so you know I think a few years from now everybody will be using it and we just won’t be typing much. You know and you have to..
Howard: The audio?
Shauna: Yeah. Yeah. And you have…
Howard: But when you type do you…do you hold it and...and type with one thumb or do you hold it with two hands and type with two thumbs?
Shauna: One. I type with one.
Howard: You hold it like that and just type with one?
Shauna: I hold it…I hold it like this and I type with this.
Howard: Oh. Yeah you know what, Jobs and all of his..I think he was the best marketer in the world of himself.
Shauna: Sure.
Howard: But he wouldn’t go to the bigger phone because he thought everybody was going to just do it with the thumb and he wanted that little three inch phone because it was the radius of the thumb.
Shauna: Yeah that’s…
Howard: And the reason he didn’t want to go to the…the big screens, is because he thought everybody would do that with their thumb and it’s my observation almost nobody does that.
Shauna: You know it would be really interesting to see a study on that because I can think of the men in my life, they use their thumbs, one thumb.
Howard: One…holding it like…holding it like that with one thumb?
Shauna: Yeah.
Howard: Ha..
Shauna: Younger people tend to use two. This is in my own family just thinking about how people do things and the…the middle aged type men tend to use one thumb.
Howard: Ha..but that was…that was a big battle at Apple for a long time, is they wanted to go to a bigger screen and Jobs was like “no it’s going to…I mean it’s all based on the radius of the thumb…
Shauna: It’s interesting.
Howard:..Holding it and doing the one thumb. And how long…how long should those blogs be? I mean do you have a word…is that really a word…is there a word count to it or…?
Shauna: Yes. Yes there is. I mean unlike print, there’s not a space you know, a space containment that requires a word count. You can go as long as you want, but what happens is most people go too short. So with blogs we really want to hit 550 words minimum. I read a study the other day that said “blogs over 1200 or 1400 words tend to be shared more” which was kind of interesting. But you..
Howard: Blogs of how many words are shared more?
Shauna: 1 200 or 1 400.
Howard: Wow.
Shauna: Yeah, that’s a long blog.
Howard: Yeah, that’s my column every month I mean, I’ve had to write a monthly column every month since 1994, Howard Speaks and they always want 1200 words and that’s…that’s a lot of writing.
Shauna: Yip. That…
Howard: But 1 200 blogs get, 1200 word blogs get shared more.
Shauna: They do. Our service comes with a minimum of 550 words on a blog. Some dentists want more, they want to hit that 750 mark and this is all based on what Google reads on a page. If Google is only going to ingest and index the first 500 words on a page, there’s no need for it to be longer, except for this study that I just mentioned where if it’s longer it gets shared more because that’s definitely positive.
Howard: So, do you think it is an important exercise when you’re looking at your website to look at all the other dental websites in your…in your five mile radius?
Shauna: Absolutely, in fact just this week I did four competitive analyses for clients. You got to look at your main competitors that come up for those targeted keyword phrases. You have to do that by searching Google incognito so that your own information from Google doesn’t skew the results and you still won’t get a perfect result. Everybody is going to get a little different even in incognito mode but.. so you want to do that and then you want to look at like your top five. Who’s ranking above you or right below you or in the Map section above you? And then from there, you want to look at the age of their website. How long has it been up? That’s a huge factor. How many reviews they have on Yelp, on Facebook, on Google Plus, on Health Grades? You want to look at their incoming links. Where they’re coming from? How many backlinks they have coming to their website? You may find out through their incoming links that they have an old website that they’re linking their new website from, to help improve their rankings. So there’s just so much information and then you can get a clear picture of what you’re competing against, because without that information you’re just spitting in the wind. You have no idea what you’re doing. If you have the solid data you know who you’re fighting, who you’re competing against and then you have a real match-up.
Howard:And also I hope you young kids realize that you know, no-one ever had to Google where’s McDonald's, where’s the IHOP, you know wheres Walmart? So, you know as it gets so competitive, I can’t say enough about location, location, location. I still think the best move I ever did in 1987 was bought a little pad of dirt on a four lane intersection, two four lane streets in front of a Saveway. I think it cost me…what did it cost me, I think it was 200…yeah it was $275 000 and everybody thought “man that’s a lot of money. That’s just for the dirt”. I’m like well dude on twenty four I’m going to practice till I’m seventy four, if I’m going to be here half a flippen century, it’s not that expensive, if you look at it that way and I also told them that when I sold that thing when I retired, I was pretty damn positive that dirt would be worth a lot more. I think the last time that dirt was appraised it was appraised at $600 000 but man there just nothing that beats having a dental office with a commercial sign on a four lane busy street because most of…most of the dentists are in medical dental buildings and they have zero visibility. I mean you go in Manhattan there could be forty dentists in one building. So the only link they have to the outside world is they have to get an A+ in everything you’re doing.
Shauna: Yeah, absolutely and can I say you should also take a picture of your dentist office from the street or if you’re in an office building take a picture of the office building and put that on the contact page of your website so, people know what they’re looking for.
Howard: You know what my son…you know what my son Zac’s doing?
Shauna: What?
Howard: His number one hobby is drones. So all my dentist buddies are always saying “Zac come over to my office” and so, he’s got a camera…a video on his drone…
Shauna: So cool.
Howard: ..and so he can go up and take an aerial shot or whatever you know. So…
Shauna: That’s so cool
Howard: Yeah and drones are really, really taking off. They’re getting really high quality for a very low price. I don’t even know what he paid for that drone but it wasn’t that much money and it’s just…I mean it’s amazing video.
Shauna: Yeah, for sure.
Howard: Crazy yeah.
Shauna: You know and a testament to what you just said. I selected my chiropractor and acupuncturist because I drive right by his office every day. It went up and I thought “hey you know, I want to do acupuncture” and sure enough that’s where I wound up going. He didn’t have an optimized website, so I wound up doing his website for him. But location is so important.
Howard: That’s interesting, you homeschooled your kids and you like acupuncture. You’re…you’re an alternative woman.
Shauna: Yeah.
Howard: How would you describe yourself?
Shauna: I am…do you remember that show Dharma and Greg?
Howard: No.
Shauna: No, she was the daughter of a couple of hippies. That’s pretty much who I am.
Howard: So you’re Mom and Dad were pretty much hippies?
Shauna: Yeah, they’re kind of still are. They live out in the sticks in Henderson. So…
Howard: Nice. So…so how many kids did you homeschool?
Shauna: Two.
Howard: And what was your primary reason to homeschool your kids?
Shauna: I wanted to make sure that they got enough one on one interaction to really get a love of learning and so that they didn’t just fit into the mould of you’re a number, you have to learn this and take this test, then we move to the next one. I wanted them to really love learning. My daughter really did a whole lot of reading. We’d grew a giant garden and my son enjoyed that. And…and I really see that they still just enjoy learning things and the internet is awesome for that.
Howard: And what age did you return them back to school?
Shauna: Middle school. They went back at middle school.
Howard: What grade was that?
Shauna: Sixth grade.
Howard: Okay. So, you homeschooled them from preschool to fifth grade?
Shauna: Yeah. They went to a public school for a few years in there. They expressed that they wanted to try it and so they did but it wasn’t great. So we brought them back home.
Howard: I always ask the Moms because we always tell the homeschool moms that you know they…they’re always looking for lessons and content and all that stuff…and we always have if you want to come to a dental office …you all sit out there in the waiting room over lunch and talk dentistry or the hygienist and then since we have the magazine, Sam is so adorable. Just last week our editor had a homeschool mom with three or four students and there…and they were talking about the importance of journalism and writing and what you need to know. But I always ask a lot of these moms “why…” you know because I’m in Phoenix like “why do you homeschool your kids?” A lot of them say there’s just so much damn drugs and violence, so they just you know, a lot of it just is not what is positive about homeschool it’s like what are you avoiding at the…at the public schools?
But so, yeah I actually firmly believe in the bottom of my heart that ninety percent of all the dentists listening right now haven’t even looked at their own website in years. And you knew it was true because you remember when…you remember when Steve Jobs got into a pissing match with some Flash Player from Adobe and then his…his version wouldn’t play the videos and for years you would go to dentists websites on your iPhone and all those things that were on your desktop or Microsoft would just be a black space.
Shauna: Yip.
Howard: It’s like dude you’re an orthodontist. You’re an orthodontist and all of those are just black squares and when you saw how many years it took people just to fix that one mistake, and then the other thing now is the…the mobile side is ready you know where the website…what’s that called when the website expands and contracts to the size of your screen?
Shauna: A responsive site.
Howard: The…what’s it called?
Shauna: Responsive.
Howard: Yeah and a lot of them don’t do that but yeah it’s a…so what else are moms? Do you have any data on who’s looking on these websites? Is it more moms than dads? Is it fifty-fifty boy, girl?
Shauna: Well you know women of course are the ones who make the decision for their family, their boyfriends, their parents regarding a dentist. More and more we’re seeing men take a little bit, but I think you know I think it’s…we have these commercials about getting a prostate exam and things like that on TV. It’s just the awareness is becoming more important and so I think men are becoming more involved with their healthcare search. But it’s still women.
Howard: Yeah. And if you were a young dental student walking out of school and like I say, they always complain out of school, all they learnt how to do is filling, a crown or root canal. They didn’t learn invisalign, implants, sleep apnoea, veneers, bla-bla-bla. But what do you think moms are looking for the most on the internet? What do you think would be a good thing to learn that you see a lot of searching for?
Shauna: To learn you know I mean invisalign is a big one if you’re talking about moms looking for their children. If you’re talking about moms’ looking for their parents then of course implants. It depends on the demographic you want to serve really. If you want to hit that middle aged group and a wide selection, then cosmetic dentistry is still you know veneers of course, but I’d say implants on the kid, to young adults…I mean I’d say implants on the geriatric side. I would say invisalign on the kid to young adult side.
Howard: Okay. A lot of dentists, the first thing they say is “you know I’ve done a lot of veneers and invisalign implants, but I never got any pictured. I never got before and after pictures.” What do you do when someone says “I want to be your client but I don’t have any photo documentation of my own work”.
Shauna: Yeah. Well, we just don’t put up a gallery until they get that documentation. There are some stock images for like teeth whitening or like illustration type images for how implants are…are placed or how a root canal is performed just showing the inside of the tooth. And those instructional type pictures are fair but especially for cosmetic dentistry or implants or invisalign, the cosmetic nature of those services, you just…you really want to have before and after pictures with testimonials, video testimonials if possible. Just do a whole page on you know, an invisalign patient that just raves about your service. Let them talk about it.
Howard: You know we put up some digital photography courses on DentalTown because it’s just so damn important. I mean you can’t walk out of school with $350 000 and not photo document your work and that’s a learning curve. I remember when, back in the day when I started in ’87, I had these big old flash ring cameras and all that stuff. I mean you would have to take…you know you had to develop it. So you’d have to take ten pictures and sometimes all ten were fuzzy, wrong, you know lightning. I mean a lot of times you just have to nail that and…and if you can’t nail it, you’ve got to make one of your assistants nail it. Somebody in that operatori has to nail digital photography. It’s that damn important. And with the…and when I was little only rich people could fly on United and TWA and Eastern and Braniff and Southwest Airlines had a year grade send to Texas, now poor people can fly. And I know so many dentists who have a rocking hot website, and it will cover like implants in Kansas City. And patients are coming all the way from Nevada, Missouri because they don’t think that their local dentists in the small town of Nevada knows that. And they’re searching, and they see this website, and they see all this great work. And people are flying…
Shauna: Yeah.
Howard: Over one, or two, or three states on Southwest Airlines on the cheap, because they want it done right. There’s a market for… there’s a huge market for I just want to have it done right, it’s not so much the money. I mean, hell the average car in America is thirty grand. So if I’m to spend twenty-five thousand dollars on an All on 4 arch, I want to see a lot of pictures, I want to be convinced that this guy knows his stuff, or cosmetics, or beauty…
Shauna: Right.
Howard: So what else do my homies know? They always hear… they know what search engine optimisation is, I mean that’s pretty obvious. I mean these are all the things you do so that when people are searching for you they come to your website. But now everybody’s throwing around content marketing. What’s the difference between content marketing and search engine optimization?
Shauna: Content marketing is just a form of search engine optimization. There’s on page, which means on your website you will have original content, it will have heading tags and embedded links to related pages on your website. It will have ALT image tags on your photos, that’s on page content marketing.
Off page content marketing is going to be when you write articles or blogs, and they’re posted on third party sites with links back to your website. And that’s extremely beneficial for SEO, so it’s kind of two different parts of SEO from a content standpoint.
Howard: Okay. I’ve seen this mistake rampant in Asia, Africa, Europe, South America. And it’s starting to affect the millennials where they say, ‘well I’m not going to do that whole website thing, I’m just going to do Facebook.’
Shauna: Yeah.
Howard: And their… And their marketing everything just their Facebook page. What do you think… what would you tell a twenty-five year old that says, ‘I’m just going to have a Facebook page.’ That’s where everybody’s at.
Shauna: I would say you’re at the mercy of Facebook. Is what I would say. If anything happens to Facebook, if they completely change their platform as technology changes. You could be really out of luck. Here’s the deal, the dentists who purchased a domain right when they get out of school ten, twenty, thirty years from now when they’re ready to retire and sell their practice. That domain name has so much credit with Google if you’ve put a website on it. The longer a site is live with dental related content on it, the more value it has. I’ve seen sites that look like they should not be on page one of Google, but they were built in 2001 and at that time it was a good website. And maybe these dentists still have good reviews coming in from Yelp, and Facebook, and Google Plus. Maybe they’ve acquired a lot of incoming backlinks, and so this site that had…
Howard: That’s the second or third time you’ve said incoming backlinks. What is an incoming backlink?
Shauna: So that’s going to be a link from another website going to your site. If I post an article on DentalTown and it has a link back to iDENTiwrite.com, that’s an incoming backlink. Those are extremely valuable for search engine optimization, you used to be able to buy a bunch of them from these link farms and things like that but those got blacklisted. So now a lot of those people that invested in that sort of… kind of blackhat tactic for getting backlinks, they were penalized from Google. And their ranking fell off for a time. What you want to do is you want to get good backlinks from high volume websites, such as DentalTown, or the ADA, or… people don’t want to list on invisalign.com if they’re an invisalign provider because they think, ‘well if somebody sees me there, then there’s a million other dentists they can choose in my area as well.’ But that backlink coming in to your website is valuable.
Howard: Well that reminds me of another thing. Everybody should go to, if you’re a member of the ADA, you should go to the ADA and fill out your profile there. The ADA… people actually go to the American Dental Association website looking for a dentist.
Shauna: Right.
Howard: And most of the profiles of members are not paid for. I want to ask another think about domain names. I don’t want to sound racist, or this, or that, but some of my friends especially like from India. Their website’s their name, it’ll be… I mean their last name will be fourteen letters long and I’m like, ‘dude.’ I don’t know. I mean it’s one thing to remember Mack, Mark and John, and Susie, and Mary. But, I mean what do you say to the trend of so many people… now their website name instead of the… like mine’s Today’s Dental, others are Comfort Dental. But they’re having their name, and it might even be their first name dental and it’s like… like I say if the name is Joe Blow, you can look at it, you can see John Doe.
Shauna: Right.
Howard: But if your last name is fourteen letters long. Is that a good idea?
Shauna: Not in my opinion. I think you should purchase your own name as a domain name because you don’t want your competitor doing it. Right? So I think you should have ownership of that, but your domain name needs to be something people will remember. It needs to have to do with your brand, and if your name is that long that shouldn’t be the name of your practice.
In the past the exact match domain name was important for search, this means if you had chicagodentist.com and you were in Chicago, your URL had a lot of value because it had Chicago and dentist in it. That went away maybe five years ago, six years ago. So now exact match domain is not important. So we don’t look at having terms like dentistry, or implants, or your city in your domain name anymore.
You want something that’s memorable. Very, very memorable. If you’re located next to a park, perhaps your practice name should be named after that park. If you do implants, you might want to have implants in your name but know that that is not going to help your search at all. It just needs to be memorable. Easy to read on a card. Easy to type into Google.
Howard: One of my friends… my rule of thumb was that when you say your name… like you go to a restaurant, you say your name. If that maitre’d, who all she does all day long is write down names. If she has to ask you how to spell it, it probably shouldn’t be your domain name.
Shauna: Right.
Howard: And that was one of my… one of my best buddies ever was Steven Soraya and I said, ‘dude, you’ve got to go Doctor Steve. You’ve just got to go Doctor Steve.’ And he said… he said, ‘Howard, I can repeat my name. I can spell it to Americans nine times and they still don’t get it.’
Shauna: Right.
Howard: Like okay, you can’t market that.
Shauna: Yeah.
Howard: If nobody can spell Steven Soraya, then drop it.
Shauna: Yeah, we have hurdles with marketing. We don’t need to create new ones.
Howard: Yeah. And the other thing what I don’t like is when people brand themselves, well that means… imagine you graduate from eight years of college to mow a lawn and a graduation they give you a lawnmower. Do you really want to be pushing that lawnmower until you drop dead? Because everybody says, ‘I want Howard Farran to push my lawnmower.’ I wanted to drive people to Today’s Dental so if I ever got busy, or got an associate. Plus… and if I was a young kid and you’re looking at two… say you had two perfect practices to buy, I’d really consider the marketing of each one.
I mean if all things are even and numbers and math, and patients and cost, and price and all that stuff. I mean if one had a commercial location… and my rule on location is I don’t think you should ever have a dental office if another non-dentist physician, law firm business could go on. I mean if you bought an office and a Starbucks couldn’t go there, or a Sub Sandwich, or a Mexican restaurant and the only thing… your location is so horrible that only a physician, or a lawyer, and accountant could go there, I think that’s a really bad idea. And a lot of people in Manhattan they argue with me, they like, ‘you don’t know what you’re talking about you’re from Phoenix. I mean, that stuff down there on the ground, you could never afford that.’ And I’m like, ‘Oh right, well let’s take the elevator down, come on buddy.’ And you take the elevator down, and it’s like okay this shop is selling a bunch of trinkets, and this shop is t-shirts and cigarettes.
Shauna: Yeah.
Howard: And this one… it’s like you’re selling fifteen hundred dollar implants with fifteen hundred dollar crowns. And then I’ll go… then a lot of times if you go into some of those little bagel shops there, and you get intimate with the owner and just say, ‘this guy is forty stories up and we’re just curious. Like what does this business do a year in revenue?’ And he’ll say something like, ‘It does about two seventy five.’ Like dude your office does seven hundred and fifty.
Shauna: Yeah.
Howard: So how come the guy on Manhattan on the bottom floor, who’s selling a bagel, is right there on the sidewalk where the subway lets out. But then the guy doing root canals is on the fortieth floor, because they think they’re saving money in their walnut brain. And when you save money on marketing you’re dead.
Shauna: Yeah.
Howard: And I would go first with the greatest commercial location, and then I would do all of this stuff. And I don’t think that dentists can do this, because this stuff is changing so fast. I mean how much time… how much continued education, and all that, do you personally have to take just to stay up on top of all this stuff?
Shauna: Everything I take is online. And I take courses and read information, that I think is going to relate specifically to the dental industry and dental marketing. Marketing retail does nothing, but marketing restaurants that sort of information, dentistry is just so different than those. It’s just not the same type of marketing. So I would say every day I’m reading articles from the top SEO guru’s, and search marketing, and social media marketing guru’s. That’s the type of ongoing education, it’s day-to-day. I can’t just take a course once a year and stay on top of it. Because Google rolls out hundreds of changes a year.
Howard: So you gave them specific homework. You told them to go to Google my… you just type Google My Business in the search bar?
Shauna: Yeah. Just search for that. Google space My space Business and I think it’s the second one that comes up is the one you need to click. It’ll say claim your listing.
Howard: Okay. And then the other one you said was the same thing but Google Incognito?
Shauna: Actually, so you go into the Chrome browser and you select Incognito mode from the dropdown. I know that Explorer has an Incognito mode but it’s called something else, and I’m sure Safari does too. You just want to do your search where you’re logged out of everything local.
Howard: Ha..There’s still people using Explorer?
Shauna: Yes. Yes, there are.
Howard: Ha..I thought those people… are those the ones with AOL? It’s funny because it’s 2017 and I always know a dentist's age.
Shauna: Yes.
Howard: When you send me an email and it’s AOL.com.
Shauna: Yeah.
Howard: You can’t be my age, fifty-four, or younger.
Shauna: Yeah.
Howard: You’re older than me by a good five, or ten… it’s so funny… I get a lot of emails from dentists at AOL.com that don’t even have a website.
Shauna: Yeah. Yeah.
Howard: So if you were a young kid, would you want… say your name was your name, I mean your name is not… well Shauna Duty. I mean does everyone spell Shauna S-H-A-U-N-A, someone would put a ‘w’ in there?
Shauna: And an ‘oo’ for Duty. Yes.
Howard: Yeah. So, would you… if you were Shauna Duty and you just walked out of school at twenty-five. Would you start your dental website name, Doctor Shauna Duty DDS dot com? Or would you go with a DBA, doing business as, Smile Dentist of Dallas or something?
Shauna: Right. I would definitely go with the DBA. I mean another thing to consider is, in that, is you mentioned thirty years from now. People are going to want to sell their practices, and the website, and all of the property that they have online related to that practice name, are a valuable part of the purchase price. It goes into that, it gives you more equity.
Howard: And you’re in Roanoke, Texas. Is that a real small town or is it a good size town? I mean…
Shauna: Oh it’s not too small. It’s not too small. I’m going to guess thirty thousand.
Howard: Okay. So in… so you had to pick between having an ‘A’ plus location right next to the Starbucks and the grocery store, or being in a medical dental building with an ‘A’ plus on a website. What do you think’s more return on investment?
Shauna: Boy, that’s hard. I think I would go with the medical building location, simply because I have seen dentists with shopping strip, good retail type locations. And they don’t have money left or they don’t dedicate the money to marketing at all, and they’re just floundering. The opposite is definitely true. You have a very outgoing personality, that may not happen to you. But I’m talking about that quiet introvert, who is not his own salesperson. Who’s going to pay for the ‘A’ plus location but not have any investment in their marketing.
Howard: When you meet these dentists sometimes, do you just have to kind of man up and be the responsible adult and suffocate it with a pillow? I mean, I always say, the ones that are successful they’re always humble, so they listen to their value chain, they listen to the shine lady, they listen to their assistants. When you’re young you should hire older staff than you. I mean the last thing a twenty-four year old idiot out of school needs is a twenty-four year old hygienist, and a twenty-four year old assistant, and her sister who is twenty-three at the front desk. If you’re twenty-four, you better hire... everyone in there ought to be over forty. And there’s a guy on DentalTown today saying can he post that in the ad that he wants. So it’s like you don’t need… I wouldn’t walk into a legal trap, but when I actually set up my dental office. I was twenty-four and I hired the oldest hygienist that applied, I think it was like twelve, I hired all the oldest people I could find.
Shauna: Yeah.
Howard: And the only one where no old people applied was Jan, my dental assistant, she was the same age as me. But she had been doing dental assisting... the whole time I was an undergrad in college she had been dental assisting, so she actually was light years ahead of me. But… man… but I tell them, not only do I want you to be humble, hungry and huge intellectual curiosity, tons of continued education, always watching youtube, reading nonfiction, reading dental textbooks, but if I can just give you one thing that I’d want the most. It would be that chairside manner. God dang it, the patients who have… the dentists who have a personality, who can talk to the patients, not be judgemental, not make them feel bad, make eye contact. If you are warm and fuzzy, you’re going to crush it. And if you’re not warm and fuzzy, you need to start delegating the treatment plan coordinator to sell the dentistry…
Shauna: Yeah.
Howard: The finance coordinator. You’d better be having the hygienist doing all the co-diagnosing during the hour exam. And you just come in there and confirm it. If you don’t have a personality, you need to surround yourself with a bunch of extroverts who know how to communicate and talk. I always tell dentists if I had to pick between five people applying for any job, I’ll only hire the one that if you taped her mouth shut, she’d fart to death. That’s the only… I mean there’s dental offices, you go into where consultants have come in there and wrote them scripts on how to answer the phone, and how to greet… man if you need a script to greet grandma when she walks through the door, I can’t have you. You know what I mean?
Shauna: Yeah.
Howard: I need that all natural woman, that’s like, ‘can you believe Tuesday, it’s going to be a hundred and twenty-one in Phoenix, Arizona? Oh my God?’
Shauna: Right.
Howard: Just that natural communicator.
Shauna: And you…
Howard: One of my homies… so what if my homies go do their homework and they go Google My Business, and they don’t figure out the drop bar and all that stuff. What’s the best way they can contact you?
Shauna: Sure. They can email me at shauna@identiwrite.com, that’s I-D-E-N-T-I-W-R-I-T-E dot com, or they can call me, I give everybody my cellphone number, it’s 940-395-5115. Because dentists are busy during the day, it’s usually evenings and weekends when they have time to talk about marketing.
Howard: How much is a consultation?
Shauna: Oh. No fee for a consultation.
Howard: No fee for a consultation. No contract.
Shauna: No contract.
Howard: My God, I wish that was just a Federal law. I wish that was just American law. Just no contracts. No marriage certificates. No lease agreements. Just everything by… my dad, it was amazing back then in the day, I mean he had nine Sonic drive-ins and everything done was on a handshake.
Shauna: Yes.
Howard: That was just back in the day.
Shauna: Yeah.
Howard: Where your word… now they talk about reputation management but it all comes with… there’s one million attorneys in the United States.
Shauna: Wow.
Howard: And back in Wichita, Kansas in the ‘60’s it was all done on a handshake.
Shauna: Yeah.
Howard: Now there’s one million attorneys. Unbelievable. Well, hey I contacted you, you didn’t contact me. I am a big fan of you. I’m a big fan of your work. I heard about you on the message boards on DentalTown.
By the way… by the way last thing… so on DentalTown I have that little… there’s a quarter of a million dentists. They have posted… they’re coming up on five million posts. Anyway we have fifty categories, and the categories… what would it be under? Would it be under marketing? Yeah, marketing. Forums and marketing. Dental websites, building your websites, social media. I wish you would post some of your blogs in there. And also when you… whenever someone posts a blog on DentalTown, if you read it and you like it we have that share button where you can share it with your Facebook, your Twitter, your Linkedin. And I want to thank everyone. We just started that feature a few months ago, and I write a monthly column and it’s on the app, on the magazine.
This month’s column is ‘Howard Speaks, drive through dentistry comparing how crazy and insane… how they take your order at a fast food drive in. But it’s equally crazy in a dental office. I mean everybody makes fun of McDonald's because you pull up to the stand and it sounds like they are on the moon, ‘can I take your order please?’ And you’re like, ‘are you on the Apollo mission?’ And then when you pull up to the window to pay, they’re already on their headset taking the order of the next deal and it’s like is this a good idea? And then you go across the street to In and Out Burger, and they send a lady out with an iPad, and she walks up to you like a human. She can see everybody in the car, she can hear… it’s such a better experience.
But when you call a dental office most of the data is showing anywhere from twenty-five to fifty percent of the calls go to voicemail. And if a human does answer the phone, fifty percent of those calls are ‘can you please hold.’
Shauna: Wow.
Howard: And you’re making fun of MacDonald’s… but anyway… but if you read my column or if Shauna posts a blog, or whatever and you like it. Hit to share to Facebook, Twitter, Google Plus, Linkedin, Youtube, Pinterest. I think the greatest compliment a patient can give is a referral of a friend or loved one. And I think the greatest compliment you can do to all these people writing for free for content on DentalTown, or wherever you’re reading is on Twitter it would be a retweet, on Facebook it would be a share, and on DentalTown share it to your homies. If you think it’s good information for your homies, share it. But Shauna, thank you so much, on a Saturday morning when you wanted to be sleeping in with a beer and a bratwurst. What are you doing tomorrow for Father’s Day?
Shauna: Oh. Let’s see. We’ll be going to church and then somebody will come over to see our new grandbaby. We’ve got family coming over to see our new grandbaby.
Howard: Nice.
Shauna: I’m just excited to hold her again. I can’t wait.
Howard: Father’s Day is always so awkward for me because my four boys are all taller than me, so none of them look up to me.
Shauna: That’s great.
Howard: They just look down on me. But thank you so much for spending your Saturday morning with my homies, Shauna. Thank you so much.