The Revenge of Analog: Real Things and Why They Matter

The Revenge of Analog: Real Things and Why They Matter

I was fortunate enough to hear David Sax speak at the Kansas City Public Library about his new book, The Revenge of Analog: Real Things and Why They Matter. In it he shares how tangible things have experienced a resurgence of popularity. When the digital book reader became popular, people proclaimed the end of the book, yet physical book sales are up significantly in the last few years. When experts claimed retail was dead, Amazon started opening physical book stores and Apple earns more revenue per square foot in retail than any other company on the planet.

For years, I’ve been teaching clients to pay attention to what companies actually do and not what they say. Google, for example, sells their Google AdWords product via direct mail. Seemingly, if anyone could sell Google AdWords to small businesses via a digital ad, wouldn’t it be Google? Vinyl records, journal books, even film photography have witnessed a tremendous resurgence in popularity. This book shows the deeper reasons why virtual reality can only be as good, not better than, reality and how physical products help create memories and experiences that digital ones cannot.

As a small business owner, the temptation to connect with your orthodontic patients via email, text and digital websites is important and can be beneficial. However, these digital methods of communication must not completely replace the analog methods of building relationships with your patients and referring doctors: physical hand-written thank you cards in the mail with a live stamp, phone calls to check in on patients after getting their braces or having a difficult procedure, birthday gifts, thank you notes and random thoughtful gifts like books or a favorite bottle of wine are all ways you can establish relationships and encourage referrals. No one ever printed out and framed one of the automated emails my companies send. Yet, I get stories all the time of patients or parents who have kept one of my prescriptions to “have a great day” or “keep smiling!”

Get this book and think of new ways you can delight and surprise your patients, employees, referring colleagues and community leaders through communicating in ways almost forgotten yet thoroughly effective in building real relationships.

Worked at Burleson Orthodontics. Attended University of Missouri–Kansas City. Lives in Kansas City, Missouri.

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