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August 01, 2013

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I think the issue is simply that in the marketing of dental services, the word "smile" has the greatest emotional resonance. Compare "Imagine yourself with a new smile" to "Imagine yourself with cleaner teeth." Also, the nice smile is the end benefit of that dental work, and all the details (cleaner teeth, healthy gums, etc.) are in service to that benefit.

The dentist I used to go to actually had the business name "Smiles by Bond" (http://www.smilesbybond.com/). I think that all these dentists went to the same marketing seminar at one of their conferences.

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