If there is one thing that can keep you miserable the whole night is a toothache.

That is not something you think about very often, is it? (Not my tooth, your tooth).

You don’t even think about your tooth when it is not painful.

When you have a toothache, on the other hand, it is all you think about.

This is a double-edged sword for dentists.

On one hand, dentists have no trouble whatsoever getting business from people with toothaches.

When you have a toothache, you run to the dentist first thing in the morning, the dentist does not have to market to you to come to her.

Just show up, I will find you.

On the other hand, when my teeth do not hurt, you are invisible to dentist.

No amount of signs, billboards or service and wonderful marketing is going to get me to pay you to drill my teeth when they do not hurt.

There are two challenges for toothache marketers (dentists and non-dentists alike).

1. Come up with a cost-effective way to be there, in the face of the customer. A way to gently be in my face so that when my toothache shows up [in whatever form that takes] you are the obvious choice.

2. Create new products and services that build engagement and possibly revenue among members of the population that aren’t in pain. That, of course, is why teeth whitening services are so smart. You can sell to people who didn’t know they had a problem until they met you.

The worst thing you can do is get frustrated when the population [which is very different from the market] ignores you.

I’m not in your target market until my teeth hurt, right?

PS: No, this is not a marketing post for dentists. There are toothache marketers in just about every industry. Realising it is the first step to dealing with it.

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