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Whatup Reader!

So I went to the dentist last week. I had scheduled the typical four-month cleaning but I didn't realize that it was also time for the annual X-ray session. I got to the front desk and the receptionist greeted me, handed me the normal sign-in forms, and said, "We’ve got you down for a cleaning today and X-rays." I honestly had no idea that X-rays were going to be a thing, so I asked if we could forego them this time and just get a cleaning.

When it comes to teeth, I'm super fortunate; my mom gave me a real good set and cavities really aren't something I've ever needed to worry about.

For a little bit of background and context, I really like my current dentist and the entire office that I go to. The dental hygienist that I always see is great; the receptionist is great. It’s an all-female staff and everyone is Black or brown. It's awesome. I found out about this dentist from a friend who happened to share her in her IG Stories. I just so happened to be looking for a new dentist because the place I was going to before was always trying to upsell me on some shit that I didn't need, and I dreaded going there so much that I had stopped going altogether. It had been about a year and I wanted to get back on the proverbial wagon because, fun fact, I have all of my wisdom teeth. When you have a mouth that resembles that of a Great White, flossing the teeth waaaaay in the back presents challenges, so it’s helpful to call in the professionals. So, a year ago I took Syd’s Story recommendation, tried out Dr. Davoodian’s office, loved it, and never looked back.

So, last week when I got to the office and they told me I needed X-rays I was immediately back transported to my former dentist and the incessant and unnecessary upsells.

After only like a 42 second wait (this place really is the best) they take me back, and I don't have my usual hygienist, which I come to realize is because Dr. Davoodian would be doing the cleaning. Dr. Davoodian comes in, remembers me despite the fact that it's been a year, and first thing she says after saying hello is, "It's totally fine if you don't want to get X-rays today. I'm not worried about new anything new, I just want to monitor that back tooth – if you remember, we had talked about it last time. If you want to wait, that's totally fine. We can go with the visual inspection, but I do want to keep track of it."

My immediate response: "Let's do the X-rays."

I share this story in case anyone local to the South Bay is looking for a dentist, (Really though, Dr. Davoodian's office is the best. Ignore their outdated website.) and also because it's fun for me to regale you with tales of what I believe to be business done right.

Now it's possible that had the dentist office alerted me at the last session that this appointment would need X-rays, I might have been more inclined to say yes from the get-go…but also probably not because I go once every four months, which means what feels important or necessary in that moment very likely won't carry the same weight 120 days later.

A concept that I've broken down many times when teaching about online business are three factors that greatly affect trust:

1. Competency
2. Integrity
3. Benevolence

Circling back to my dental appointment, when Dr. Davoodian said that I didn't need to get the X-rays if I didn't want to, followed by her explaining her reason for wanting them, and then presenting alternate options…she racked up hella benevolence and integrity points. A year's worth of visits and interactions had already solidified the competency bucket, so with the trifecta more than complete it was a no-brainer to say yes to the X-rays.

How you interpret and utilize this anecdote, if you choose to do so at all, is, as per always, up to you. But as I continue to do more and more of these website messaging audits and help people with their messaging in general, something I want to remind you is that you don't need to be performative. Ever.

If you want people to say yes, if you want them to purchase your services, just take off your marketer hat and simply care about your customers, then share the truth and speak to them like an adult.

Business doesn't need to be nearly as complicated, or transactional, as folks would have you believe.

Happy Tuesday, Reader.

Maestro out.

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