Donald Griswold is the President and owner of Dog Star Media. For more than twenty-five years, Donald has worked with small businesses and their owners offering practical, affordable marketing solutions. For more than fifteen years, Dog Star Media has worked with elective medical and dental practices. In that time, mediums and marketing tools hav...e evolved, but the limiting factors remain the same: noise, friction and leakage. In this blog series, Donald goes into depth in explaining how business owners... doctors and dentist in particular... can learn to spot these issues and work to eliminate them. More

Chapter 16: The Customer’s Needs and Wants ... and Noise

​ Last week, we kicked off the holiday season with Thanksgiving, a national holiday centered around gratitude. Yet most celebrations tend to center on food. Hours, sometimes days, are put into food preparation and presentation. They say food brings us together. They also say being together reminds us to be thankful. Maybe you've experienced it: hou...
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97 Hits

Chapter 15: Noise in Your Website

​ Your website is the lynchpin of your marketing. So, when a disconnect occurs on your site, it undoes all the marketing efforts it takes to get visitors there. A disconnect on your site can have long-lasting negative effects, as well. If you don't take care of your website, it will create noise in your marketing. This is the worst kind of noise, b...
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139 Hits

Chapter 14: How Inflexibility Creates Noise in Marketing

​ Inflexibility. Stagnation. Resistance. These are terrible words to describe an approach to marketing a business. Unfortunately, many poor marketing decisions (and indecisions) are guided by inflexibility, stagnation and resistance. Some business owners find change difficult, but that doesn't mean marketing strategies and new media are going to wa...
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219 Hits

Chapter 13: Avoiding Noise in Your Video Strategy

​ Among the rich media on the Internet today, video is the richest form, hands down. It's got motion, sound and the best potential to create an emotional connection through humor, realism and storytelling. However, not all video is created equally. Metrics measuring video use on social media make it clear that certain types of video work better in ...
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210 Hits

Chapter 12: Causing Noise By Doing Nothing

Imagine never changing the oil in your car. It'll run for a long time before finally breaking down. As you reach the point of breakdown, you'll get less and less performance out of the vehicle. Cars need maintenance, and changing the oil is necessary to keep a car running properly. When you do nothing, decay sets in and eventually breaks the machin...
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343 Hits

Chapter 11: Are You Adding Noise By Rushing Readiness?

​ There's an important nuance in sales and marketing that has a heavy impact on why a campaign works or fails. The idea is called Improper Placement of Values. Understanding this concept can be the difference between success and failure in a marketing campaign. Improper Placement of Values can be summed up simply like this: "Just because something ...
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483 Hits

Chapter 10: Removing Noise from Your Organic Search Strategy

​ You'll probably agree that, dating back to the beginning of marketing on the Internet, we've all had one idea drilled into our heads: Optimize for search. We have a business legacy of chasing whatever marketing methods will result in better results from search engines. This long and confusing relationship with SEO is where the noise creeps into t...
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416 Hits

Chapter 9: Understanding Value (and Misunderstanding It)

​ In this blog series about noise in your marketing, I've made plenty of references to metrics as a way of measuring and clarifying performance. The use of metric tools is vital to clearing up ambiguity and eliminating a lot of noise and confusion about your marketing activities. However, there is another aspect about using metrics that can cause j...
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410 Hits

Chapter 8: Using Video Properly

​ It's hard to find someone who disagrees with the belief that video is the best medium for marketing. Rich, moving images blended with audio and effects, quality video production is the most interesting way to roll out your message. The viewer can just sit back, watch and view the details. Everyone wants video; the only pushback is the cost. Profe...
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316 Hits

Chapter 7: How We Misplace Our Message

Every business has an important value proposition to make for its prospective customers. In the case of a fee-for-service medical or dental practice, doctors must focus on several points of validation for themselves and their practice in addition to explaining the value of procedures and services. It can get complicated, and a practice's message ca...
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584 Hits

Chapter 6: Sales Management to Reduce Noise

We define sales as person-to-person communication that results in a resolution. When a sale is completed successfully, it should be a win for both parties. Seems simple enough, right? Actually, it's not. Since humans are executing that person-to-person communication, this is the source of plenty of noise. Verbal communication to build value and exp...
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894 Hits

Chapter 5: Ways We Create Confusion

​ When it comes to advanced or elective services for both dental and medical practices, we can all agree the market needs educating. Therefore, you approach marketing to educate the customer on the value of your services and procedures. You and your services have a highly desirable and worthwhile value, right? Well, when your message agrees with th...
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775 Hits

Chapter 4: Ways We Don’t Listen

Most business owners, including dentists and doctors, are familiar with the vital importance of listening to prospective customers. In the case of a medical or dental practice, these customers are both patients and prospective patients. In 7 Habits of Highly Effective People , Stephen Covey said it best: "Seek first to understand, then be understoo...
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1068 Hits

Chapter 3: Why Design Matters

When I speak at dental or medical meetings, I pose the following query to the doctors: "If everything is equal, would a new patient choose you over a competitor based on your education and experience?" It's a trick question. All thing are NOT equal. You can be the very best, but if your media is not communicating, then too much noise will block you...
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1168 Hits

Chapter 2: Using Metrics as a Basis for Decision-Making

There are plenty of starting points when addressing the issue of noise in your marketing efforts. I like to start with a concept that makes the most impact on all aspects of your marketing: Metrics. Using metrics for decision-making may seem like an obvious practice, but in most cases, this one idea challenges business owners on several core habits...
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1635 Hits

Chapter 1: Finding the Noise in Your Marketing

I've focused my new blog series on connecting doctors and dentists with the No. 1 concept required to successfully market a specialized medical or dental practice: Eliminating Noise. So, let's talk about noise. I'm sorry to inform you that it's deceptively present in every aspect of your business. Noise is anything that slows, stops or confuses you...
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1151 Hits

About us

Dog Star Media is a marketing and media company based in Dallas, Texas. We specialize in social media, search engine optimization, web design, video production and marketing. Contact us and find out how we can help your business.

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