Attachments are kinda like ham...

Published about 1 month ago • 1 min read

I recently read a newsletter from Alex Hormozi talking about how customers want a thing (ham) but they actually need something else (garlic). And it is our job to navigate this.

So I thought about how I could make it relate to dentistry and aligners.

I came up with the following story...

A patient begged his dentist for straighter teeth.

The dentist said yes, but only if the patient promised to wear his retainers.

Deal.

A few months in, the patient panicked. The teeth weren’t tracking.

“Add more attachments,” he thought. “That’ll fix it.”

But the patient hated how they looked. “Doc, I don’t want these!”

Here’s the truth: most patients don’t want the clinical “attachments” (the garlic).

They want the simple promise of “straight teeth without braces” (the ham).

If you lead with the garlic - refinements, staging, clinical jargon - patients shut down.

If you lead with the ham - confidence, convenience, fewer visits - they say yes.

Moral: You have to give people what they want before you can give them what they need.

Your job isn’t to trick them.

It’s to earn their trust with the ham - then deliver the garlic so treatment actually works.

If you want the exact playbook I use to help docs position aligners so patients say yes…

Join me for this new free training I put together 👇🏼

Watch Free Training Here

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-Dr. Avi

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