Stop selling, start earning trust: The psychology behind ground marketing that actually converts

Quite often, many dental practice owners believe that success in ground marketing looks like this: “Hey, I just wanted to drop off these treats and introduce myself,” or involves only handing out flyers or sponsoring local events.

It’s not. If that were true, every practice with a banner at the farmer’s market, every donut box that has been dropped off, every introduction you’ve made to a new business would give you a schedule that’s fully booked for months.

The truth is that people don’t make health-care decisions based on information alone. They make them based on trust, and trust is built on psychology. In today’s world, you must do more than inform. You must connect, engage, and influence people’s behavior.

In this article, we’re going to break down the psychological principles that transform your ground marketing to a powerful new-
patient attraction system.

No. 1. The trust formula: Psychology’s blueprint for conversion

Trust = (Credibility + Reliability + Intimacy) ÷ Self-Interest (Adapted from The Trusted Advisor by Charles H. Green)¹

This is the formula that should shape every ground marketing effort:

Credibility: Does your community see you as an expert? This is conveyed by how you present yourself. You need to keep in mind your brand, attire, tone, and messaging.

Reliability: How consistent are you? Showing up at the same school event or fitness center every single month or quarter will subconsciously establish safety.

Intimacy: Do people feel like they can be vulnerable with you? Small talk, eye contact, and especially empathy move your potential new patient to open up.

Self-interest: Are you “just trying to sell something”? The more sales(y) or selfish you seem, the faster people will disengage.

Try this: Instead of saying, “We’re running a special,” say, “Many families are surprised to learn their insurance covers this at no cost! Want me to check for you?”

It feels helpful and not sales(y).

No. 2. You have seven seconds: This is the power of first impressions

Did you know that you only have seven seconds to form a first impression? First impressions aren’t based on your words; they’re based on how people feel around you.

With your first impressions, always keep these things in mind:

• Have direct eye contact—that will translate to being trustworthy.
• Have open body language—that will translate to safety.
• Have a genuine smile—that will translate to a dopamine release.
• Mirror their tone and energy—that will subconsciously build a deeper rapport.

At your next event: Try not to ever sit, but if you must sit, try not to sit behind a table. Stand up, greet people warmly and enthusiastically, and ask open-ended questions like, “Are you curious what your smile would look like with Invisalign?”

No. 3. The reciprocity principle: Give first, earn trust

This is one of my favorite principles because when used right, people will naturally want to return your favors. Always offer genuine value, without the expectation of getting something in return. This creates what Robert Cialdini calls reciprocal obligation.²

For example, offer something tangible like free whitening or digital smile previews. Or if you are walking into a business—let’s say a physician’s office—say something like, “Our patients are always asking about your services, and I would love to send them your way. Could I have some of your information?”

Watch how fast they will drop their guard, give you information, and even offer to do the same and send referrals to you!

Next, be social! Introduce something to a local partner, such as a fitness center, and let them know, “This month we are focusing on health and wellness and would love to have your information in our hygiene kits.” Once they thank you and give you their information, simply ask for this favor in return: “Do you have any events for the members? If so, could we participate and set up a small booth?”

They will be ecstatic to have you.

No. 4. The familiarity effect: Repetition will build trust

There’s this psychologist named Robert Zajonc who proves this theory: the more we see something, the more we trust it.³

Therefore, make sure in your ground marketing that you do this:

• If possible, show up monthly or quarterly at the same locations.
• Always be consistent with your branding—that means logo, color, and tone—and try to have familiar faces (your employees) show up at events.
• Don’t change up your giveaways or offers too much. Make them recur but with a twist, depending on each event and business. An example of this would be free fitness kits at gyms that consist of toothbrush, floss, mouthwash, and a coupon for free mouthguard fittings. Then if you had another event at a corporation for Employee Appreciation Day, you would offer free whitening kits. These would include toothbrush, toothpaste, and a way to sign up for free whitening.

No. 5. Social proof: If others endorse it, more people will trust it

We’re wired to follow the crowd. That’s why online reviews and social media engagement work so well.

Do this:

• Use reviews from real patients and turn them into short stories.
• Next, ask happy patients to record a casual video testimonial. Even ask happy people at the events that you’re part of to record a short testimonial of how they loved your booth, giveaway, etc.
• And try to partner with local respected influencers in your community.

Try this: Display a sign that states: “Over 100 families in this neighborhood trust us with their smiles.” Let the community speak for you.

No. 6. Loss aversion: The fear of missing out (FOMO) works

Behavioral economics teaches us that people fear losing out more than they value gaining something. That’s why urgency can outperform logic.

In your marketing messaging, do this:

• Mention that you only have 10 appointments left in the month.
• Mention that the offer or giveaway is only for those attendees at the event.
• Mention that you are only giving away free whitening to the first five people who book today.

Use this script: “We saved 10 free (incentives) for families here today. Can I hold one for you before they fill up?”

No. 7. Micro-commitments: Small yeses always lead to bigger ones

People who say “yes” to something small are more likely to say “yes” to something bigger later on.

Always try to get the person to say “yes.” For example, ask them if they would like a quick smile preview or offer them a free hygiene kit. As they are grabbing the kit (which means they said yes), offer an incentive where they have to go in to your office to receive it, such as free whitening, a new-patient special, etc. Each “yes” builds momentum.

No. 8. Storytelling over selling: Emotion is the shortcut to action

Marketer and author Seth Godin said it best: “Facts tell, stories sell.”⁴

Always make sure you are sharing before and after smile transformations with emotion behind them. Share not just the picture but the story behind the transformation. Tell people your “why.” Let them know why you started your practice and who you serve. Also make sure your team knows and does the same.

Use sensory language in your testimonials to paint a better picture, such as: “Her eyes sparkled, she let out a deep sigh of relief, etc.”

Instead of saying, “We offer Invisalign and cleanings for all ages,” say, “Last year, a hard-working mother who has always been afraid to smile in photos visited our office. After her treatment, her eyes swelled up with emotion and tears as she looked in the mirror, and she smiled for the first time in a long time. That’s why we do what we do.”

Summary

Stop marketing for attention and start building trust. This is how you will bring in more new patients. Every ground marketing interaction is a chance to form a human connection. You don’t need flashy booths, more discounts, or even more boxes of donuts.

What you need to do is understand how people decide whom they trust with their health.

Ask yourself and your team these questions: Which of these psychological principles am I already using? Which one could I double-down on next week?

Start there and watch the relationships (and new-patient numbers) grow.

Listen to the full podcast episode. 

Editor's note: This article appeared in the October 2025 print edition of Dental Economics magazine.Dentists in North America are eligible for a complimentary print subscription. Sign up here.

References

1. Green CH, Maister DH, Galford RM. The trust equation. Trusted Advisor. https://trustedadvisor.com/why-trust-matters/understanding-trust/understanding-the-trust-equation
2. Cialdini RB. The science of persuasion: seven principles of persuasion. Influence at Work. https://www.influenceatwork.com/7-principles-of-persuasion/
3. Zajonc RB. Attitudinal effects of mere exposure. Research Center for Group Dynamics. Institute for Social Research. The University of Michigan. 1965. https://cdn.isr.umich.edu/pubFiles/historicPublications/Theattitudinaleffects_2360_.PDF
4. Bartolini D. 5 takeaways from: This is Marketing by Seth Godin. D.L. Bartolini Trading Inc. March 17, 2023. https://www.denierob.com/blog/5-takeaways-from-this-is-marketing-the-art-of-seeing-and-being-seen-by-seth-godin