I'm not married, but I know enough people who are to realize that the 'Honeymoon Stage' doesn't last forever. You know, that initial stage in the relationship where each other can do no wrong and life is pure bliss?

It's kind of like engaging with advertising for the first time. We work with a lot of dental professionals via our Balihoo Dental Marketing solutions. Advertising in that industry is a relatively new concept, so many of the people I meet with have never advertised direct to consumer before. It's always interesting for me to watch how the relationship develops over time. One of the hardest things to convey to someone new to advertising is: It takes time! So many new advertisers get excited up front(Honeymoon Stage) but quickly lose confidence when customers aren't knocking down the door after six weeks of advertising and decide to halt all advertising claiming it was ineffective and the cost of new patient acquisition was too much(Divorce). In the words of John Heywood, "Rome wasn't built in one day."

Nobody said local advertising was easy. In fact, it can be incredibly difficult. There is a reason why many well known companies have advertised ever since their inception and believe me, it's NOT because they like spending money. They do it because it works and because it is the lifeline for the continued business growth.

We just recently brought on board a new dental clinician that said to me, "Brian, lets be honest, six months is simply not enough time to see results. If we are going to do this, we want to do it the right way and we want to commit to it for at least a year, if not three." It was the most refreshing thing I have heard in a while and I can assure you that a killer case study will follow because with his mentality, energy and level of commitment, he will see results. Im excited and I know he is too.

The best part of the whole conversation to-date was the cover letter of a fax containing the signed contract. All it said was:

Let's Roll!