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Delivering WOW to Your Audience (with Dr. Anissa Holmes) · The Daily Writer

• 0:05
  SPEAKER_02: Welcome, my friend.
• 0:06
  SPEAKER_02: I'm so glad that you've joined me for this episode of the Smart Business Writing Podcast.
• 0:11
  SPEAKER_02: If this is your first time listening, this is the show that helps you grow your business, amplify your authority, and increase your impact through the power of writing.
• 0:19
  SPEAKER_02: My name is Kent Sanders, and I'm an author, ghostwriter, and professor.
• 0:23
  SPEAKER_02: And of course, I'm the host of this show.
• 0:25
  SPEAKER_02: Now, if you've been a regular listener, I want to say welcome back.
• 0:28
  SPEAKER_02: It's really great to have you back, and I so appreciate you listening to this show.
• 0:33
  SPEAKER_02: You know, one of my core beliefs about life and business is that you should learn from other industries.
• 0:38
  SPEAKER_02: In today's fast-moving world, it is vital that we have as much cross-pollination of ideas as possible.
• 0:46
  SPEAKER_02: Every industry tends to have its own kind of groupthink.
• 0:49
  SPEAKER_02: And you can learn so much by getting out of your comfort zone and learning how whether businesses and other leaders are growing and becoming more successful.
• 0:58
  SPEAKER_02: Now that is especially true of today's episode, where you're going to learn from someone in an industry that I'll bet you didn't know was brimming with so much creativity and entrepreneurship.
• 1:08
  SPEAKER_02: One of the major sources of that creativity is my guest today, who is Dr.
• 1:12
  SPEAKER_02: Anissa Holmes.
• 1:14
  SPEAKER_02: She is a dentist, a business acceleration coach, and social media strategist.
• 1:25
  SPEAKER_02: She's been featured in top dental publications such as Dental Economics, Dentistry IQ, and Dental Products Report, and was also named one of the top twenty-five women in dentistry by Dental Products Report.
• 1:50
  SPEAKER_02: And then if all that wasn't enough, she's also the host of the wonderful podcast also called Delivering Wow.
• 1:57
  SPEAKER_02: Now, if you're listening to this show, chances are pretty good that you're not a dentist.
• 2:01
  SPEAKER_02: This is a show for writers, specifically business writers.
• 2:04
  SPEAKER_02: So I don't think that I probably have a lot of dentists who are listening, except if you're listening to this episode because Dr.
• 2:11
  SPEAKER_02: Holmes is a guest, which of course is awesome, and I'm so glad to have you here.
• 2:15
  SPEAKER_02: But even if you're not in the dental industry, I want you to listen closely to this interview because you're going to learn a lot about how to use social media, how to really care for the people that you serve, and also how to repurpose your content in a bunch of different ways to reach as many people as possible.
• 2:33
  SPEAKER_02: So this conversation mostly revolves around marketing, but remember that marketing exists for the purpose of reaching more people who that we can serve.
• 2:42
  SPEAKER_02: Marketing is not an end in itself.
• 2:44
  SPEAKER_02: Marketing has a goal of reaching and serving more people.
• 2:47
  SPEAKER_02: So keep that in mind as you listen to this episode, where you're going to learn a ton of great marketing tips, but also a bunch of other stuff as well.
• 2:56
  SPEAKER_02: After the interview, make sure and check out the show notes at KentSanders.net slash one four three.
• 3:02
  SPEAKER_02: That's KentSanders.net slash one four three.
• 3:07
  SPEAKER_02: All right, let's get to the conversation with Dr.
• 3:09
  SPEAKER_02: Anissa Holmes.
• 3:11
  SPEAKER_02: Well, Anissa, welcome to the Smart Business Writing Podcast.
• 3:14
  SPEAKER_02: It is so exciting to have you on, and I've been looking forward to this.
• 3:17
  SPEAKER_00: Thank you so much for having me.
• 3:18
  SPEAKER_00: I'm super excited to be here.
• 3:20
  SPEAKER_02: So I have to confess that before last summer, when I got to know our mutual connection, uh, Josie Sewell, I knew very, very little about the dental industry.
• 3:30
  SPEAKER_02: And the more that I have learned about it, I have just been really impressed with what you're doing through delivering WoW and through your approach to customer service and serving patients.
• 3:38
  SPEAKER_02: And it's kind of like all the cool stuff is happening in the dental industry, which I had no idea about.
• 3:43
  SPEAKER_02: So that's a pretty cool thing.
• 3:45
  SPEAKER_00: Awesome.
• 3:46
  SPEAKER_00: Yeah, it's been really, really amazing seeing so much happen in the dental industry.
• 3:50
  SPEAKER_00: And what's been really cool is um seeing what's happening outside of the industry and having um having that vision kind of come to life.
• 3:59
  SPEAKER_00: And so it's been really, really fun seeing that happen.
• 4:03
  SPEAKER_02: So we're here to uh mainly explore how in your practice and in your your business delivering wow, that you're using content marketing and writing and and other types of content to grow your practice and to grow your business and to serve people.
• 4:17
  SPEAKER_02: But before I do that, can you give us a little bit of backstory about how you got into dentistry to begin with and then how you built delivering wow as well?
• 4:25
  SPEAKER_00: Right, absolutely.
• 4:26
  SPEAKER_00: So really interesting.
• 4:28
  SPEAKER_00: Like my story is just like so many people.
• 4:31
  SPEAKER_00: I'm a little girl and I want to grow up and I want to make a difference.
• 4:34
  SPEAKER_00: I want to be able to help people, I want to be able to create a great life for me and my family.
• 4:39
  SPEAKER_00: And so I always wanted to be a doctor.
• 4:42
  SPEAKER_00: And when I was in college, I had an opportunity actually at UAB, University of Alabama, to do a summer program where I learned about dentistry.
• 4:53
  SPEAKER_00: I was thinking about being a pediatrician, and I learned about something called pediatric dentistry.
• 4:57
  SPEAKER_00: Um, and so I spent that summer, and next thing you know, like the next month I'm applying to dental school, right?
• 5:03
  SPEAKER_00: Um, and for me it's been really interesting because I now that I really dissect the reasons why, um, part of it is that like I have a big calling to be able to serve and help people and make a huge impact.
• 5:16
  SPEAKER_00: And what I also love about dentistry is you have an opportunity to create and to be a visionary and and to be an entrepreneur, and so um what I've discovered over the years is that that is that is really what I am an entrepreneur, always seeing how you can think out of the box and do things differently to be able to make an impact.
• 5:35
  SPEAKER_00: So, yeah, it's been really amazing.
• 5:37
  SPEAKER_00: Um, I've been a dentist for now over 20 years, and interestingly, last year, um, after 20 years, I walked into my practice and I set this crazy goal.
• 5:48
  SPEAKER_00: I didn't tell them, but I set a goal that if I would double profits in my dental practice, that I would now give myself permission to actually step out and to do delivering well and teach and coach dentists full-time, which I had been doing for about four or five years.
• 6:05
  SPEAKER_00: Um, and so when I walk in and told my team, they were like, Doc, we knew this was coming, your passion, your vision is strong.
• 6:11
  SPEAKER_00: I'm still here, I'm actually here as we're recording this in my practice.
• 6:15
  SPEAKER_00: We had our morning level 10, you know, meeting.
• 6:18
  SPEAKER_00: Um, but you know, it's been really, really fun and interesting to be able to integrate both, um, to be able to serve my local community and also be able to help Dennis really all over the world.
• 6:30
  SPEAKER_02: One of the things that I really love about all the things that you're doing is I mean, I I know that you use a lot of content and and you're doing a lot of quote unquote fancy things.
• 6:38
  SPEAKER_02: And I'm I'm from Missouri, so I'm I kind of talk like a Missourian sometimes, you know, like all those fancy things, you know, that kind of stuff.
• 6:45
  SPEAKER_02: But at its heart, what you're doing uh is about serving people.
• 6:49
  SPEAKER_02: And I I was I was watching a short interview that where did I see it?
• 6:53
  SPEAKER_02: I think it was on entrepreneur.com where you were you were at ClickFunnels, I think it was last year, and it was a little short video, but uh and I wrote down a quote that you said, which I thought was so good.
• 7:02
  SPEAKER_02: You said success comes when you serve others and get the results.
• 7:05
  SPEAKER_02: I thought that was such a profound thing to say.
• 7:08
  SPEAKER_02: And I would I would just can you expand on that a little bit?
• 7:10
  SPEAKER_02: What is what is it about uh getting people results that then leads to their success and to your success as well?
• 7:16
  SPEAKER_00: Right.
• 7:17
  SPEAKER_00: So it you know, it's it's so interesting because this podcast is a little bit, well, a lot about content, right?
• 7:23
  SPEAKER_00: And you know, to tell you the story of like how I got into doing delivering well, it actually came because my I had a business coach and she came to me and she said, Anissa, like you've done it, you've grown your business, you figured out how to get um you know 50 patients a month just from social media, you've you double profits, like what's next?
• 7:43
  SPEAKER_00: And I said, I'm not sure.
• 7:45
  SPEAKER_00: And she says, Okay, let me put it another way.
• 7:48
  SPEAKER_00: Um, she says, What is your legacy going to be?
• 7:51
  SPEAKER_00: Right.
• 7:52
  SPEAKER_00: And so I thought exactly well, and I was like, you know what?
• 7:55
  SPEAKER_00: Um, I'm gonna write a book.
• 7:58
  SPEAKER_00: And in the book, I am going to share exactly what we did to be able to do that because like I don't want to keep this to myself, right?
• 8:08
  SPEAKER_00: And so we created the book, and interestingly, like I started a podcast because I'm like, who's gonna read my book?
• 8:15
  SPEAKER_00: Nobody knows who I am.
• 8:17
  SPEAKER_02: We've all felt that way.
• 8:19
  SPEAKER_00: And so I started my podcast, which led to one thing, which led to another, and people were like, Can you teach me?
• 8:24
  SPEAKER_00: Can you coach me?
• 8:25
  SPEAKER_00: It never started off that way.
• 8:27
  SPEAKER_00: I had no idea, it was just that I just wanted to share my story because I wanted to help people, and what has happened um over the last few years is we have been able to help people all over the world, and you know, it comes through the podcasting.
• 8:42
  SPEAKER_00: I have people that have have read my book in small villages in Africa, people that have read my book, you know, in Australia, and and I mean, just all over.
• 8:53
  SPEAKER_00: And you know, some of these people maybe will never be able to afford being in a coaching program, but I've been able to impact them by my words and following and listening to what I'm doing on a podcast.
• 9:05
  SPEAKER_00: And so when we look at you know what makes me successful, it's honestly like seeing all of the wins that are happening for all of the people that hear the message that I put out, like seeing doctors come to me that are like, I'm tired, I'm burnt out, I'm exhausted, and all of a sudden now they're taking like a month off to go with their family and be on vacation.
• 9:27
  SPEAKER_00: And you know, their team is back, like running things like clockwork, and their teams are now being engaged in being able to buy their first homes and do more for their kids.
• 9:37
  SPEAKER_00: Like for me, like success for me, I mean, it's great to make a lot of money, but the point comes when money doesn't really matter as much.
• 9:46
  SPEAKER_00: And so, like, what you find is the most successful people, they're driven by seeing the results of others.
• 9:53
  SPEAKER_00: And um, and that's been really amazing for me to be able to have my little piece of impacting the world and helping people get results.
• 10:01
  SPEAKER_00: Um, and once you do that, that's that's what really to me, that's what impact is really all about.
• 10:07
  SPEAKER_02: What is the average world of the dentist like in an average practice?
• 10:13
  SPEAKER_02: Um I'm not from the dental industry, obviously, and I know very little about it.
• 10:17
  SPEAKER_02: So, can you help our listeners understand what is the world of the dentist like?
• 10:21
  SPEAKER_02: Because I know they're wrestling with a wide variety of demands, so what are the main things that you are trying to help dentists with?
• 10:27
  SPEAKER_00: All right, so let me just say this: like you you go into dentistry many times because you have a calling.
• 10:33
  SPEAKER_00: Like you you want to help people, you want to make them healthier, you want to serve them, right?
• 10:37
  SPEAKER_00: Like that's the heart of most people that I know.
• 10:40
  SPEAKER_00: And a lot of them are really, really smart, they're very technical, right?
• 10:44
  SPEAKER_00: That's it's that that type of person that goes into this sort of profession.
• 10:48
  SPEAKER_00: Um, but the problem is that we a lot of times, well, um you're not going to business school, right?
• 10:54
  SPEAKER_00: And so what happens is that they're they have a good heart, but they're overwhelmed because number one, they've got team members, they don't know how to manage a team.
• 11:05
  SPEAKER_00: You have to understand profitability and margins, and then you've got patients who have fear and have had bad experiences, and so psychologically, you're having to be the counselor for many uh patients who are very fearful.
• 11:18
  SPEAKER_00: So you're coming in, you're giving them all of your energy, and then at the end of the day, you've got half a million dollars worth of debt from dental school, another half a million from starting your practice.
• 11:29
  SPEAKER_00: And so a lot of people think that doctors have like the golden life, but unfortunately, that's kind of a fake, you know, image for me.
• 11:39
  SPEAKER_00: Um, and it's people who have a dream, but they're struggling.
• 11:43
  SPEAKER_00: And so, like for me, what I love to do is to say, what is your vision like?
• 11:48
  SPEAKER_00: What is your ideal life gonna look like?
• 11:49
  SPEAKER_00: Okay, now let's make sure everybody on your team knows that.
• 11:53
  SPEAKER_00: Let's let your team know that once they are a part of your vision, that now once the business grows, like everything is going to go back to all of you.
• 12:03
  SPEAKER_00: You're gonna work together as a team.
• 12:04
  SPEAKER_00: And so we actually train um the office managers and we we we train the teams to be leaders.
• 12:11
  SPEAKER_00: And so now there's there's people that are all in invested, and everybody understands what to do.
• 12:16
  SPEAKER_00: And then we we teach them about verbal skills and mindset and case acceptance, and we give them tools for accountability.
• 12:23
  SPEAKER_00: And next thing you know, like practices are they're getting the new patients, and their overhead is is slim, um, and and they have good processes in place, and it's been really, really cool.
• 12:34
  SPEAKER_00: Our practices that we work with is about impact as well.
• 12:37
  SPEAKER_00: And so, within my my coaching program, our mastermind, um, our practices every month are doing a community engagement campaign, and they're doing things like even in my practice, we're doing it.
• 12:48
  SPEAKER_00: We treated 100 kids for free on Saturday.
• 12:51
  SPEAKER_00: Last month we did a clothing drive to be able to support a local charity, and all of our mastermind members are doing it, and so like we're doing good around the world, it's making the team members feel good, it's engaging their community, the community is seeing that the practice really cares about the community, and so the businesses are growing, and so it's a huge win.
• 13:10
  SPEAKER_00: And for me, um, it's more than just training the dentist on how to be a good business person, it's also about impacting their communities and their teams.
• 13:20
  SPEAKER_00: And once you do that, again, it's just like a whole nother level.
• 13:24
  SPEAKER_02: Now I'm glad you mentioned impacting community because is that really where this all started for you?
• 13:29
  SPEAKER_02: I know that you've been very strategic and very successful with using social media to promote your dental practices.
• 13:35
  SPEAKER_02: That was that kind of the genesis of where this whole journey began.
• 13:39
  SPEAKER_00: Absolutely, and you know, it's it's interesting because when you start looking at, and I mean, this this was my story, you know, that I'm out of school, I mean, I was, you know, living originally in Birmingham and then winded up moving to where my husband grew up.
• 13:53
  SPEAKER_00: And like I had to start all over after having a successful practice, and I was like, no one knows who I am, and like how am I going to like at that point?
• 14:02
  SPEAKER_00: I had two babies, I was using credit card, I use a credit card to actually finance buying equipment for my practice.
• 14:10
  SPEAKER_00: It was 700 square feet, and like there was no extra money, so it was like credit card to pay credit card to pay the minimum balance on credit card.
• 14:18
  SPEAKER_00: Like that was my story.
• 14:20
  SPEAKER_00: And I'm like, you know, how am I going to get my word out to share this message so that people who um who need to find me will find me?
• 14:27
  SPEAKER_00: And so I was like, you know, I could either go the let me give a discount route, or I can just like put a put a camera on and put photos on with Facebook and social media and let people see um what we're doing to actually change people's lives.
• 14:42
  SPEAKER_00: And like it sounds so complex, but it's so simple.
• 14:46
  SPEAKER_00: And once we do that, then now you know people will want to be connected with that practice.
• 14:50
  SPEAKER_00: And so, yeah, it's been crazy.
• 14:52
  SPEAKER_00: We have, I think, probably almost 60,000 people following my practices Facebook page.
• 14:58
  SPEAKER_00: Um, we're typically getting, I mean, we get over 100 patients a month.
• 15:01
  SPEAKER_00: Um, interestingly, the majority of them are from existing patients, which is what we want, but we get about 50 a month from Facebook.
• 15:08
  SPEAKER_00: Our ad spend for Facebook is typically three or four hundred, maybe five hundred dollars a month.
• 15:14
  SPEAKER_00: Um, not spending a lot of money.
• 15:15
  SPEAKER_00: There's some strategy in there, obviously.
• 15:17
  SPEAKER_00: Um, but um, yeah, it's been really, really cool.
• 15:20
  SPEAKER_00: Social media has been really big for us.
• 15:23
  SPEAKER_02: That's amazing.
• 15:24
  SPEAKER_02: That's really amazing.
• 15:25
  SPEAKER_02: So are you doing any um or or I I know you're not doing this, but do you have plans to expand what you're doing to helping other businesses in different industries to teach these same principles to, or are you pretty well practiced on dentistry?
• 15:40
  SPEAKER_02: And the reason why I asked that is because as I have have read your material and listened to your podcast, so much of it is so applicable to people in a wide variety of industries and and fields.
• 15:51
  SPEAKER_02: So I'm curious if there's any plans to expand what you're doing in terms of that in the future.
• 15:57
  SPEAKER_00: I am not sure to give you an honest answer.
• 15:59
  SPEAKER_00: Um I've had many opportunities um to be able to speak outside of the industry.
• 16:04
  SPEAKER_00: I've spoken at social media marketing world about um local business marketing through Facebook.
• 16:09
  SPEAKER_00: Um, I just spoke um at Funnel Hacking Live to almost 5,000 people, and I was the brick and mortar speaker.
• 16:17
  SPEAKER_00: How do you grow your business using digital marketing and funnels?
• 16:22
  SPEAKER_00: And so there are definitely opportunities coming for me, even maybe within even the ClickFunnels world, to be able to help them, to be able to help business owners and entrepreneurs understand.
• 16:35
  SPEAKER_00: Um, but then there's the whole business side of it as well, right?
• 16:38
  SPEAKER_00: And so there are lots of opportunities.
• 16:40
  SPEAKER_00: I have primarily focused in dentistry.
• 16:43
  SPEAKER_00: Um, why?
• 16:44
  SPEAKER_00: Because I'm a dentist and I see such a huge need, and I really understand the intricacies of how it works in a dental practice.
• 16:52
  SPEAKER_00: Um, however, um, as we know, I I know I would have never thought like you know, four years ago that I'd be on this podcast with you right now answering these questions.
• 17:02
  SPEAKER_00: Um, and so we never know where life will take us.
• 17:05
  SPEAKER_00: It really just depends on where the need is and where the universe takes us.
• 17:10
  SPEAKER_02: So Wow, I love that.
• 17:12
  SPEAKER_02: Now let's talk about content for just a second because through your your site Delivering WoW, you're doing um, of course, you have a book called Delivering WoW, which is excellent, by the way.
• 17:21
  SPEAKER_02: Really, really good stuff.
• 17:22
  SPEAKER_02: And you've got blog posts there, you've got a podcast that you're producing on a regular basis, you've got social media you're doing for your practice and for delivering WoW.
• 17:30
  SPEAKER_02: How do all those things work together?
• 17:32
  SPEAKER_02: Is there any repurposing of content?
• 17:34
  SPEAKER_02: Um, because that's such a hot thing in kind of the content marketing world.
• 17:38
  SPEAKER_02: Like, how do all those things work together?
• 17:40
  SPEAKER_00: Right, absolutely.
• 17:41
  SPEAKER_00: And you know, what's what's really important is that you have to make sure that people are seeing you.
• 17:48
  SPEAKER_00: Like, if you if they don't see what you're doing, you could have great content, but like if it doesn't get to the people that need to see it, then you're kind of wasting your time and wasting your money.
• 17:58
  SPEAKER_00: And I don't want to waste either one of those, to be honest with you.
• 18:02
  SPEAKER_00: And so um, we've been really intentional with our content repurposing.
• 18:06
  SPEAKER_00: And so um typically, what I will do, my strategy, which is really awesome, is I will record a podcast.
• 18:12
  SPEAKER_00: Um, typically, I will record it on Zoom, I will do it as a video podcast.
• 18:17
  SPEAKER_00: Now, that video podcast can now be put on YouTube, so we now have a video for YouTube, right?
• 18:23
  SPEAKER_00: Which is great because we can even put in the transcript, um, and so we get that keyword and you know get that benefit with Google.
• 18:30
  SPEAKER_00: We're also stripping out the audio and we're doing it as an audio podcast that goes now on you know iTunes or any one of those teacher.
• 18:38
  SPEAKER_00: Uh we also will create the show notes and we'll create a blog post and that goes on our website, which again is great for SEO.
• 18:48
  SPEAKER_00: We can now also repurpose that, sending it out as an email blast to our email list, sending them back to our website again.
• 18:57
  SPEAKER_00: Um and while we have all this now housed on our site, um then what happens is that we can send traffic to it.
• 19:04
  SPEAKER_00: So the traffic can come from social media posts that are on Instagram, Instagram stories, we can post it in our Facebook page for the business, we can post it in the in our Facebook group, we can run Facebook ads or Instagrams to that content as well.
• 19:20
  SPEAKER_00: And so as we continue to send people back to our site, then that is allowing us to be able to, in terms of Facebook strategy, be able to increase our website traffic audience.
• 19:32
  SPEAKER_00: So now we are when we're running additional Facebook ads, maybe for an event that we're having, or for um for a new program, or maybe we're having a promotion on some sort of you know new release product that we have.
• 19:48
  SPEAKER_00: Um, now we are getting the warm people, people that have already engaged with us know who we are, and we are able to do that also on our website.
• 19:57
  SPEAKER_00: Um, we also have a lot of information about how we help people.
• 20:00
  SPEAKER_00: You know, this is how we help dentists just like you, and so this is how we help them.
• 20:05
  SPEAKER_00: If you feel that this would be helpful for you, reach out to us.
• 20:09
  SPEAKER_00: Let's do a call and see how we can help you.
• 20:12
  SPEAKER_00: And so all of that content is pushing them back, and once they go there, now they are saying, Wow, like we have all of this great content.
• 20:21
  SPEAKER_00: Again, we're giving people blog posts, we're giving articles, we're doing podcasts.
• 20:26
  SPEAKER_00: And so it's really, if you want to think about a funnel, it's kind of like the beginning of the funnel, how you help people for free.
• 20:33
  SPEAKER_00: And once you do, then now they'll be interested to say, Wow, this was helpful.
• 20:38
  SPEAKER_00: How else can she or he or whoever help me?
• 20:42
  SPEAKER_00: And then that's the next logical step.
• 20:44
  SPEAKER_00: If you have a coaching program or you have a way to be able to help them, they're gonna want to engage with you more.
• 20:50
  SPEAKER_00: And so um, that all stems from one Zoom.
• 20:53
  SPEAKER_00: Okay, so I would do one Zoom, and early in the day when I didn't have a lot of um when I had more time and I had a little bit less money, um, I would just kind of do my best.
• 21:07
  SPEAKER_00: And as our programs have developed, um, we now I have a content team, and I spend, you know, probably with all the repurposing that we do, you know, a little bit over maybe$2,000 a month and just kind of letting you know where I am.
• 21:22
  SPEAKER_00: And that team does everything.
• 21:24
  SPEAKER_00: So um, and you can certainly get you know, VAs or companies that can do it for a lot less.
• 21:29
  SPEAKER_00: I love the team that we do, they do everything for me, post everything, prepare all of the show notes, like put it out on email.
• 21:36
  SPEAKER_00: And so now, like that ROI for me is huge because I do something one time that takes me like you know, podcast might be 30 minutes and I'm done.
• 21:45
  SPEAKER_00: The next thing you know, it's all over the place, right?
• 21:47
  SPEAKER_00: And so um, to me, it's it's kind of a no brainer, and people wonder like, how can you how are you growing so fast?
• 21:54
  SPEAKER_00: How do you have so many people?
• 21:56
  SPEAKER_00: It's because I've been consistent too, like, and at the beginning, I was it was.
• 22:00
  SPEAKER_00: Hard for me because I was like, I want to write an article every month, right?
• 22:03
  SPEAKER_00: Um, and that was super hard for me.
• 22:05
  SPEAKER_00: And then, like, um, over time, I was like, All right, maybe I can get some help and have someone to help me even with some of the articles, and so um, you know, that opportunity exists for you if you if you have the ability, where maybe they can stock you online, watch your Facebook Live videos, get into your training portals of where you train, and then now you know that content could be even repurposed as articles.
• 22:29
  SPEAKER_00: So, like, there's always a solution to help you not get stuck, and as you're at the beginning of the journey, do the best you can.
• 22:36
  SPEAKER_00: And once your programs start generating a little bit, then now you can hire maybe a VA or hire a service or someone who can kind of help you so that you can get that reach expanded out a lot faster.
• 22:48
  SPEAKER_02: So, everybody who's listening, I want to encourage you to go back and listen to the last few minutes of this because like what you shared, I mean, it's absolute gold because it's so strategic and so well thought out.
• 22:59
  SPEAKER_02: And I also want to, I don't know who does your your podcast show notes, but I've I've written podcast show notes for lots of clients over the years, and they are really, really well written.
• 23:10
  SPEAKER_02: Like you can tell whenever podcast show notes are just kind of thrown together and when they're really crafted.
• 23:15
  SPEAKER_02: And yours are really well crafted, like they're they're just really, really good.
• 23:19
  SPEAKER_02: So please pass that along to whoever's doing your show notes.
• 23:21
  SPEAKER_02: They're really, really nice.
• 23:22
  SPEAKER_00: Yeah, and if when I was doing them, they were just thrown together.
• 23:25
  SPEAKER_00: So but I was doing my best, right?
• 23:27
  SPEAKER_00: And it helped, you know, I obviously it reached people.
• 23:30
  SPEAKER_00: Um, but you know, as you But you have to start somewhere.
• 23:33
  SPEAKER_02: I mean, you've just you you just gotta put it out there and just see what happens, you know.
• 23:38
  SPEAKER_02: We we only have so much time in the day.
• 23:39
  unknown: That's right.
• 23:40
  SPEAKER_02: I've noticed that one of the one of the elements in your funnel is giving away your book delivering WoW for free.
• 23:45
  SPEAKER_02: How has that worked for you and what's the what's the thinking behind that?
• 23:49
  SPEAKER_02: Because a lot of people are hesitant to give away their books for free.
• 23:52
  SPEAKER_02: But I love it when authors do that because I think it represents generosity and more strategic thinking than just, oh, I've got to make money for my book, but there's a lot of broader things that the book can lead to.
• 24:03
  SPEAKER_00: Yes, so I don't even think about making money from the book.
• 24:06
  SPEAKER_00: In fact, I don't even know if I'm I mean, you know, in the past we've had it on Amazon, like the money that we give back is really not not much of anything, right?
• 24:14
  SPEAKER_00: To be honest with you, um, in the grand scheme of of what we're doing.
• 24:17
  SPEAKER_00: But for me, um, the book is is where people can learn about you, right?
• 24:22
  SPEAKER_00: They can learn and connect with you and understand what you have to offer and how you can help them.
• 24:29
  SPEAKER_00: And so for me, like I want everybody to have a copy of my book.
• 24:33
  SPEAKER_00: And and you know, people go in there and you know, if you are building a funnel, um, for example, um, there are ways that you can actually be able to actually make money off of a book.
• 24:46
  SPEAKER_00: And so it could be, you know, here's a free book, you pay the shipping, right?
• 24:50
  SPEAKER_00: So they pay for the shipping, and then on the thank you page, it can say something like, you know, thank you for um ordering a copy of my book while you're waiting for it to arrive at your house.
• 25:00
  SPEAKER_00: I wanted to give you a special bonus training where you can learn more about how we help practice owners just like you, for example, right?
• 25:09
  SPEAKER_00: And so it could be a training um talking about you know different things that how you help people.
• 25:14
  SPEAKER_00: And at the end of it, you can say, if this sounds like this is helpful for you, let's jump on a call and see how we can help you.
• 25:21
  SPEAKER_00: Or maybe it's you know a program or product that's you know a lower price, maybe it's not a full-out coaching program, maybe it's you know coming on and saying, you know, if while you're waiting for this, um, here's an offer to get you know 20 social media images for$59, right?
• 25:37
  SPEAKER_00: And then you know they get that offer, and then that helps them, and then now they're looking for something else.
• 25:41
  SPEAKER_00: So there are ways, obviously, to be able to take people further along from that book funnel.
• 25:48
  SPEAKER_00: Um, but you know, for me, it's just getting the content out there.
• 25:52
  SPEAKER_00: It also is a great way to grow your email list as well.
• 25:56
  SPEAKER_00: Um, and once they they get that, they're on your email list, so now you can continue to um share more content with them in the future.
• 26:03
  SPEAKER_00: Um, but that's been like part of part of what's really been helpful.
• 26:07
  SPEAKER_00: Also, what I love as well, again, going back to community and global impact, um, our books have been shipped like literally all over the world, right?
• 26:17
  SPEAKER_01: So cool.
• 26:18
  SPEAKER_00: Hundreds of countries, right?
• 26:19
  SPEAKER_00: And so, like, I mean, I have a dentist like send me a picture from Philippines with my book, and he's like, okay, you know, and I'm like, that is so cool.
• 26:28
  SPEAKER_00: And like, even um one of my associates today sent me a message.
• 26:32
  SPEAKER_00: Um, sorry, my associates this morning, we were in our um morning huddle, and she says, one of my friends lives in the Hamas, and she gave the book to her dentist that owns the practice.
• 26:43
  SPEAKER_00: And so every morning when they go into their huddle, Maui says, How can we create an amazing wow experience for all of our patients today?
• 26:50
  SPEAKER_00: Like that's so like I don't even know who I'm impacting, right?
• 26:54
  SPEAKER_00: Um, and so to be able to do that again is is pretty pretty cool, pretty amazing.
• 27:00
  SPEAKER_02: Well, as we begin to wind this down, uh, this is so much great information.
• 27:03
  SPEAKER_02: It's this is so inspiring and goes so far beyond just one field of dentistry.
• 27:08
  SPEAKER_02: So last night in preparation for this conversation, I was and I mentioned it before we hit record on this, I was listening to a few of your uh episodes on your show, and I listened to I happened to listen to the one on belief, and it was so powerful and so inspiring.
• 27:24
  SPEAKER_02: And I'm not a I'm not a guy who cries very often.
• 27:27
  SPEAKER_02: I mean, I'll just put that out there on the podcast.
• 27:30
  SPEAKER_02: But I found myself, I was as I was driving around, you were talking about the power of belief and what it can do for you.
• 27:35
  SPEAKER_02: I'm driving around listening to your show, and I've got tears in my eyes, and I'm like, this is crazy.
• 27:40
  SPEAKER_02: This is like a dental podcast, not something that you would expect or that I would expect would be so moving.
• 27:45
  SPEAKER_02: But to me, this is just the power of like podcasting, the power of putting your content out there and inspiring people to think bigger and to think about what is possible.
• 27:56
  SPEAKER_02: So so thank you.
• 27:58
  SPEAKER_02: I mean, this is you're you're doing some really, really cool stuff that is impacting people far beyond just your industry.
• 28:04
  SPEAKER_00: I really appreciate that.
• 28:06
  SPEAKER_00: Thank you.
• 28:06
  SPEAKER_00: And that that power belief episode is definitely very powerful.
• 28:10
  SPEAKER_00: Um, there's nothing we can't do.
• 28:12
  SPEAKER_00: I mean, like, who would have thought a dentist?
• 28:15
  SPEAKER_00: Um, for those who don't know, I'm actually living in Jamaica, I'm not Jamaican, but I live here.
• 28:20
  SPEAKER_00: Um my husband is from here, like, would be a dentist who doesn't live in America, right?
• 28:28
  SPEAKER_00: Is on stage as the brick and mortar speaker at funnel mapping live.
• 28:33
  SPEAKER_01: Yeah.
• 28:33
  SPEAKER_00: Like what 5,000 people, because like I was there at the event four years ago and I was like, I can be on stage teaching this stuff, right?
• 28:42
  SPEAKER_00: And I just saw it.
• 28:43
  SPEAKER_00: And I didn't know exactly how I was gonna get there, but I knew I would.
• 28:47
  SPEAKER_00: And so, like, we can either tell ourselves things that empower us or tell ourselves things that disempower us, right?
• 28:55
  SPEAKER_00: And so um, for me, that's been really powerful.
• 28:58
  SPEAKER_00: And for people who adopt that philosophy, like the whole world can change for them.
• 29:03
  SPEAKER_02: Wow, I love that.
• 29:05
  SPEAKER_02: Well, there's nothing else to say after that.
• 29:07
  SPEAKER_02: I mean, that's pretty much what it comes down to.
• 29:09
  SPEAKER_02: Well, Anissa, I really appreciate your um your time on this episode.
• 29:13
  SPEAKER_02: This is pure gold.
• 29:14
  SPEAKER_02: I've really been inspired, encouraged by this.
• 29:16
  SPEAKER_02: And I do have a secret confession to make that the reason I do the, I mean, I I love to put these episodes out there, but I love just connecting with cool people.
• 29:23
  SPEAKER_02: And to me, that's that's a great reason to do a podcast.
• 29:26
  SPEAKER_02: And I know you have the same opportunity on your show as well.
• 29:28
  SPEAKER_02: So thank you for inspiring so many people through not just your work in the dental field, but through your book and blogs and podcasts and just all kinds of things.
• 29:39
  SPEAKER_02: I think it's really an inspiration to all of us who just want to change people's lives.
• 29:44
  SPEAKER_00: Absolutely.
• 29:45
  SPEAKER_00: Well, thank you so much for having me.
• 29:46
  SPEAKER_00: I really appreciate the invitation to come on and to be able to speak to your community.
• 29:51
  SPEAKER_00: And uh hopefully we'll chat again really soon.
• 29:53
  SPEAKER_02: How can people get in touch with you and learn more about your work?
• 29:57
  SPEAKER_00: Absolutely.
• 29:58
  SPEAKER_00: So our podcast is Delivering Wall, Dental Podcast, and uh everything delivering while is on our website, so deliveringwall.com.
• 30:05
  SPEAKER_02: All right, I'll have links to all that in the show notes.
• 30:08
  SPEAKER_02: Thank you so much again and have a great day.
• 30:10
  SPEAKER_02: Well, I hope you enjoyed that conversation.
• 30:13
  SPEAKER_02: At the end of every interview on this show, I always give three takeaways.
• 30:17
  SPEAKER_02: And I love doing this because it's fun to kind of boil down what the guest has said and apply it to not just myself, but hopefully it delivers some value to you as well.
• 30:27
  SPEAKER_02: So without further ado, here are my three biggest takeaways.
• 30:30
  SPEAKER_02: Number one, it's all about serving others.
• 30:34
  SPEAKER_02: Now I mentioned this quote in the conversation, but I want to mention it here again.
• 30:38
  SPEAKER_02: And this is said success comes when you serve others and you get them results.
• 30:44
  SPEAKER_02: And that's a key point to remember that our success doesn't come from what we do, it only comes from serving other people and helping them.
• 30:53
  SPEAKER_02: So my question is how can you serve others through your writing and your business activities?
• 30:59
  SPEAKER_02: How can you help them or make them more successful?
• 31:02
  SPEAKER_02: Because again, our business and our writing is all for other people.
• 31:06
  SPEAKER_02: So how can we serve them and help them to become more successful?
• 31:11
  SPEAKER_02: Takeaway number two is the value of writing a book.
• 31:15
  SPEAKER_02: Now, as we mentioned earlier in the episode, Anissa is the author of the book that's called Delivering Wow.
• 31:21
  SPEAKER_02: And even though she wrote the book to help dentists specifically, I would encourage you to get it because it's really a book about growing your business.
• 31:28
  SPEAKER_02: Anissa is a very creative thinker and she's great at marketing.
• 31:32
  SPEAKER_02: So you're definitely going to learn some things that are going to apply to your business and to your writing and your marketing, no matter what kind of industry that you're in.
• 31:41
  SPEAKER_02: And also I want you to consider the power of having a book out there in the world.
• 31:46
  SPEAKER_02: A book can establish your authority and your credibility and it can really increase your influence because a book will go places that you can never go.
• 31:54
  SPEAKER_02: Now, of course, the same thing is true of a podcast or blog post or social media, but there's still something really special about having a book.
• 32:03
  SPEAKER_02: A book screams credibility and authority.
• 32:06
  SPEAKER_02: If it's a book that's done well, of course.
• 32:09
  SPEAKER_02: And the cool thing is that there has never been a better time in history to become an author.
• 32:14
  SPEAKER_02: It is so easy to put your work out there and to reach people with the books.
• 32:18
  SPEAKER_02: It's just an amazing time.
• 32:20
  SPEAKER_02: Now, of course, I'm a ghostwriter, so and I'm an author, so I'm naturally going to say that about books, but I truly believe in the power of writing a book.
• 32:28
  SPEAKER_02: And if you need help putting your book together or if you need a book ghostwritten, feel free to get in touch.
• 32:34
  SPEAKER_02: Takeaway number three repurpose your content and increase your impact ten times.
• 32:40
  SPEAKER_02: Anissa is really strategic in repurposing her content.
• 32:44
  SPEAKER_02: She starts with a Zoom video, then that content goes to YouTube, a blog, social media, her podcast, possibly goes into a future book, it goes to her email subscribers, Instagram stories, Facebook ads, a Facebook group, and probably some things that I'm forgetting in there.
• 33:04
  SPEAKER_02: Now this is powerful.
• 33:06
  SPEAKER_02: This is really, really powerful stuff.
• 33:09
  SPEAKER_02: The idea is you create something once and then send it out in a bunch of different places because uh not everybody in your audience is in the same place.
• 33:17
  SPEAKER_02: So the people who may be an email subscriber of yours are not necessarily going to see everything that you post on social media.
• 33:23
  SPEAKER_02: And the people who are on social media may not necessarily read your blog or listen to your podcast or watch your YouTube channel or wherever it is that you want to repurpose your content.
• 33:34
  SPEAKER_02: If you want some more information about repurposing your content, check out episode 129 where I go in depth into ten ways that you can do this in very specific ways.
• 33:44
  SPEAKER_02: Now I want to throw in a bonus here because I had a really hard time boiling these down.
• 33:48
  SPEAKER_02: So I'm going to throw in a bonus takeaway, which is number four, listen to your calling.
• 33:54
  SPEAKER_02: One of the most profound things Anissa mentioned was her sense of calling to serve people through dentistry.
• 34:01
  SPEAKER_02: And I come from a Christian ministry background where we used the language of calling uh constantly.
• 34:06
  SPEAKER_02: This was just kind of a part of the fabric of Christian ministry.
• 34:10
  SPEAKER_02: And of course, the the whole idea of calling means that you're being drawn to a specific vocation or type of work.
• 34:17
  SPEAKER_02: And I'm fascinated that the language of calling and this whole sense of calling is becoming more and more prominent in the general business world.
• 34:25
  SPEAKER_02: And I think we need to pay attention to this really closely.
• 34:29
  SPEAKER_02: So let me ask you something really pointed and frank.
• 34:33
  SPEAKER_02: Are you doing the work that you're called to do?
• 34:36
  SPEAKER_02: Now, regardless of whether you're a person of faith, you still have a specific set of gifts, you have a specific personality, and you have talents that are specific to you.
• 34:46
  SPEAKER_02: You are wired for certain things.
• 34:49
  SPEAKER_02: So in your writing and in your business, are you fulfilling the calling that's on your life?
• 34:55
  SPEAKER_02: And if you're not, you're not going to be happy, plain and simple.
• 34:59
  SPEAKER_02: Honestly, I ran from my calling as a writer for a really long time.
• 35:03
  SPEAKER_02: In fact, for most of my adult life.
• 35:05
  SPEAKER_02: I remember that as a kid in junior high, I had a teacher who implanted the idea that I could be a writer.
• 35:11
  SPEAKER_02: In fact, she said, Kent, I want you to dedicate your first book to me.
• 35:15
  SPEAKER_02: And it literally took me almost thirty years to bring that to reality as crazy as that sounds, because I was afraid.
• 35:23
  SPEAKER_02: I was afraid I wouldn't be good enough.
• 35:24
  SPEAKER_02: I was afraid of what people would think, and I was afraid that I just didn't have what it took to be a writer on any level.
• 35:30
  SPEAKER_02: So I ran from that calling.
• 35:33
  SPEAKER_02: And it's not really only until the last few years that I have embraced this calling of mine on my life as a writer and as a content creator.
• 35:41
  SPEAKER_02: So I want to put this out there for you.
• 35:43
  SPEAKER_02: Are you running from your calling?
• 35:46
  SPEAKER_02: Or are you leaning in to what you feel called to do?
• 35:50
  SPEAKER_02: Whether or not you frame that as as God calling you to something specific or whether you frame that in a more general sense, doesn't make any difference.
• 35:58
  SPEAKER_02: I want to encourage you to lean in what it is that you're designed and what you're wired to do.
• 36:04
  SPEAKER_02: Well, those are some heavy thoughts.
• 36:06
  SPEAKER_02: On this episode, we've gone all the way from marketing and social media to calling and everything in between.
• 36:13
  SPEAKER_02: So I want to leave you with this specific question.
• 36:15
  SPEAKER_02: How are you delivering wow to your readers, your customers, your clients, or your audience?
• 36:22
  SPEAKER_02: How are you going above and beyond to serve them well?
• 36:25
  SPEAKER_02: Well, I want to give a huge thank you to our special guest, Dr.
• 36:28
  SPEAKER_02: Anissa Holmes, for helping us to think about these questions and for giving us an amazing example of how to serve people well through marketing and through our content, and also through our calling.
• 36:39
  SPEAKER_02: Well, that wraps up this episode.
• 36:41
  SPEAKER_02: Don't forget that you can find lots more resources for writers and creatives at Kent Sanders.net.
• 36:47
  SPEAKER_02: Until next time, remember that your writing has the power to change people's lives.
• 36:52
  SPEAKER_02: I'll see you in the next episode.