Your life will be ruined if you don't read this

2015 02 15 23 17 12 996 Madow Brothers 200

OK, maybe we exaggerated just a tad with the headline, but we got you to click on the article. After all, what is the point of taking the time to write something if no one is going to read it?

Richard H. Madow, DDS, and David M. Madow, DDS.Richard H. Madow, DDS, and David M. Madow, DDS.

Many of our Madow members are doing something fantastic, such as sending emails to their patients on a regular basis, maybe once or twice a month. Way to go! Emails are a great way to keep in touch between office visits and to show that you care.

However, some offices have expressed concern that their emails are not being read. One simple reason could be that their subject lines are boring.

As exciting as we feel dentistry may be, it can be difficult to get our patients to share that enthusiasm. So let's face it: If you send out an email with the subject line "Dental Health Tip From Dr. Beasly," it may not get people to drop everything they are doing and click on that message.

Let's say you are sending an email to educate your patients about tooth sensitivity. What would a good subject line be to get them to open it?

Some may suggest lines such as "What you need to know about tooth sensitivity" and "The causes of sensitive teeth." Now there may be nothing wrong with those, but they are a tad generic.

“If you are taking the time and trouble to send emails to your patients that you hope they will read, make the title or subject interesting.”

Let's try to throw a little intrigue and fun in there. How about "Are you a sensitive person?" Wow -- now that is a great subject line. Who wouldn't want to click on that???

The point is, if you are taking the time and trouble to send emails to your patients that you hope they will read, make the title or subject interesting. Will "Learning about oral cancer" or "A trip to the dentist can save your life!" get more readers?

And one more thing. When composing emails (or even speaking to patients) -- don't forget that dentistry is a foreign language. Words that are normal parts of our vernacular (such as "periodontal disease," "amalgam," "composite," "5-mm pocket," and practically everything else we say on a regular basis) are totally foreign to your patients. They may say they understand to avoid looking stupid, but they don't. You may as well be writing or speaking Esperanto.

So remember -- make your titles intriguing, and write and speak in sixth-grade level English. You will succeed in getting your message out.

In 1989, Richard H. Madow, DDS, and David M. Madow, DDS, founded The Madow Brothers with the goal of helping their fellow dentists achieve success and happiness in their practices. For more information about their e-letters, audio series, New Patient Mail marketing program, Dental Powerhouse group, their live presentations (including "How To Love Dentistry, Have Fun, and Prosper," "The Ultimate Dental Boot Camp," and especially "TBSE"), and more, check them out at

The comments and observations expressed herein do not necessarily reflect the opinions of, nor should they be construed as an endorsement or admonishment of any particular idea, vendor, or organization.

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