To break through the noise, your voice must stand out. Everyone has a unique story to tell. It’s only a matter of how you tell it. Will yours resonate with others?
Our first task is to develop your backstory. It will serve as the core upon which we fine tune your online identity. Our goal is to help your patients get to know you, come to like you, and trust you. (There's a catch to this. You must be like-able and trustworthy in real life.)
I will use what you write to develop your website around your persona because we want it to become an extension of who you are. The goal is to make people feel like they know you, even though they have never met you. If you can do this, you would have broken down an invisible barrier. You're no longer a stranger to them. Instead, you're a good friend they haven't talk to in a while.
Let’s begin. Please answer the following questions to the best of your abilities.
1. Where have you been?
Summarize your story for me. In 3 paragraphs or less, tell me how you got to where you are today. Talk about what matters to you. Just free write. Don’t worry about grammar or spelling. I just want you to get your thoughts on paper. We’ll edit later.
2. Where are you now?
What are you doing right now? Let’s keep the focus on what you’re doing in dentistry. If it’s dentistry related, that’s fine as well. For example, you’ll start teaching at USC. What motivated you to go into teaching? Tell me why it matters to you.
3. Where are you going?
Where do you see yourself in the next few years? How will you practice dentistry? What do you want to be known for? How will you serve society? What do you want your legacy to be?
This is where we start. It will give us more things to talk about as we move forward.