Words are powerful. They can make people happy or sad…they can be used to persuade or deter…they can even inspire or depress someone. With this in mind, you should view power words as one of the most useful tools that your practice can employ to influence patients. The selection of words used by orthodontists and their team has a tremendous impact on how well patients respond to their recommendations and will make a significant difference in case acceptance, compliance, and referrals.
Power words are words that create a sense of energy, and energy creates trust. They are words that inspire other people and make them feel good about making a positive decision that goes along with the recommendations of the practice. They work whether you are presenting a scheduling option or a complex treatment plan.
As the author of a book on scripts that has sold thousands of copies, I often explain to orthodontists that they should include power words in every script to create a positive sense of communication, energize the patient, and inspire a result. Some power words that work excellently include:
Get in the habit of using power words like these. They automatically raise the positive image of the person delivering the message and practice results will improve almost overnight. Whether it is having a patient accept treatment, make an appointment, or pay a bill, power words are the way to go.
Power Words Create Powerful Orthodontists
Power words help orthodontists create energy and trust with patients. Let’s use the example of an orthodontist presenting a case. Which type of doctor would you choose?:
- Doctor “A”
- A very nice individual with a monotone, fairly flat personality.
- Excellent clinical orthodontist who has been in practice for 17 years.
- Presents cases clearly, but in a matter of fact manner.
- Doctor “B”
- A high energy, positive, individual with a charismatic personality.
- An excellent orthodontist who has been in practice for 18 years.
- When presenting cases, Doctor “B” chooses to use power words. He/she leans forward, is animated, changes his/her tone of voice, and brings a positive excitement.
Which orthodontist do you think will have better case acceptance results? If you selected Doctor “B”, you are correct. While both are excellent orthodontists, orthodontists who use power words tend to lean forward, move their hands and arms, and change the inflection and tone of their voice. Why? Think about it. It’s hard to use words like “awesome” and “excellent” without exhibiting energy. And patients are quicker to respond based on the trust and inspiration that they feel from the higher energy dentist.
Changing the words you use will change the results that you get. Encourage everyone on your team to use power words and you will begin to see a difference in practice performance, energy, and fun.
Roger P. Levin, DDS, is a third-generation general dentist and the founder and CEO of Levin Group Inc, a dental management consulting firm that has worked with over 26,000 dentists. Levin, an internationally known dental practice management speaker, has written 65 books and over 4,300 articles. He is also the executive founder of Dental Business Study Clubs—Dentistry’s only All-Business Study Clubs, the next generation of dental business education.