Snackable tips and tactics to attract more leads, book more patients and make more money in your refractive surgery practice. More resources at TroyCole.com.
18 - The Art of Attracting Attention in Marketing and Sales
Show Notes:
Episode Summary:
You've heard it before: "Human attention spans are shorter than a goldfish's." But if that's true, why is Netflix putting out 10-episode series with hour-long episodes instead of 3-minute shorts? In this episode, we break down the two ways to handle shrinking attention spans—and why one of them is completely wrong. Spoiler: the answer isn't to make everything shorter.
In This Episode:
Why the "goldfish attention span" stat misses the point
The two ways people try to address shrinking attention spans (only one works)
Why Netflix bets on 10-hour series instead of short clips
The difference between attention span as a "hard limit" vs. something you can capture
How to use hooks, energy, and storytelling to keep people engaged
Why a 45-minute conference talk can fly by when it's interesting
The tactical approach: don't be boring
Key Takeaway:
Attention is a scarce resource, but that doesn't mean you can't capture it. Stop shortening your content and start making it more interesting. Use hooks, unique angles, energy, and stories to hold attention—whether it's a self-test, a video, a sales message, or a 45-minute presentation.
Real-World Example:
Troy shares his experience speaking for 45 minutes at the Outliers Ophthalmology meeting—the longest slot of the program, first thing in the morning. Dozens of people told him it "flew by" because of the energy, stories, and structure. That's proof: it's not about length, it's about engagement.
Resources Mentioned:
Outliers Ophthalmology conference
Connect with Troy:
Want help making your marketing and messaging more engaging? Reach out and let's talk about how to capture attention in your practice.
11 Mar 2026
17 - Car Dealerships, Pool Builders and You: Solving the Universal "Follow-Up" Problem
A conversation with my buddy who manages car dealerships revealed something interesting: his biggest sales challenge is the exact same one you're facing in your practice. His salespeople aren't following up with leads. Sound familiar? In this episode, we dive into why the follow-up problem is universal across industries, why it's costing you conversions, and four practical ways to fix it starting today.
In This Episode:
Why generating leads is easy but connecting with them is hard
The universal follow-up challenge across industries (spoiler: you're not special)
How to get visibility on your team's follow-up process with CRM systems
The right way to automate follow-up without losing the personal touch
When to bring in external help for lead follow-up
How coaching and specific plays make follow-up easier for your team
Why prospects who reach out to you have already raised their hands for help
Key Takeaway:
You're not bugging people when you follow up. They asked for your help. Your job is to be the last one standing for your patients and help them get the care they need.
Resources Mentioned:
CRM recommendations (reach out to Troy)
External lead follow-up partners
E3 Conversion System coaching programs
Connect with Troy:
Have questions about improving your follow-up process? Reach out and let's chat about what would work best for your practice.
Instagram: https://www.instagram.com/tcoletx
LinkedIn: https://www.linkedin.com/in/troy-cole-18ab515/
Facebook: https://www.facebook.com/tcoletx
25 Oct 2019
16 - 5 Ways to Book More Online Leads Using the "Instant Recon" Method
Did you know the online leads your practice receives actually come along with additional, valuable info you can use to convert more of your leads into consults?
We call this extra info "Instant Recon," and in today's episode, we go over 5 types of Instant Recon you can start using today to connect with - and book - more of your online leads.
29 Sept 2019
15 - The 2 Biggest Problems with Price Shoppers
"Do you guys do $250 LASIK?" Price shoppers abound when competitors market based on price. In this "In the Wild" episode, we cover the 2 biggest problems with price shoppers (both related to a lack of education) and what you can do to transform price shoppers into patients of your premium services.
20 Sept 2019
14 - 3 Habits to Connect with More Internet Leads
In today's "In the Wild" Episode (out on a walk immediately following a client call), I share the "3 Ps" - 3 simple habits that will help you turn more of your online leads into consults.
27 Aug 2019
13 - The Truth About Medical SEO with Jordan Fowler
In my experience, it can be difficult if not downright impossible to get straight answers from most SEO companies. That’s why on today’s show, I invited my friend and SEO aficionado Jordan Fowler from Moon and Owl Marketing to give me the scoop on medical SEO, including:
- What’s working in Local SEO right now
- How Google treats medical sites and what we need to know about it (they treat your medical site differently than say, your local plumber)
- What questions to ask an SEO to make sure they know their stuff
- The easiest way to keep tabs on your SEO performance in just a few minutes per month
- Common myths about how to measure the success of SEO
- And more…
Get Jordan’s free training video (he created this just for our listeners) at https://moonandowl.com/pgm
20 Aug 2019
12 - Don't Forget to *Ask* (A Costly Conversion Mistake)
"Ask and ye shall receive." "If you don’t ask, the answer is always no."
These are sayings you've heard throughout your whole life. And guess what? They totally apply to your practice and your patients.
So many practices leave money on the table simply by not *asking* a few basic questions to their patients.
So let’s talk about the "Big 3 Asks" in your practice, the big levers to get more patients on your books. If you're not doing these, you aren't capitalizing on the amazing brand you've built and the incredible results you give your patients.
14 Aug 2019
11 - You Are Morally Obligated to S-E-L-L Your Services
We're talking about a dirty 4-letter word on today's show. Or at least... a word that a lot of people *think* is dirty.
That word - S-E-L-L - Sell.
A lot of folks, particularly in Medicine, find the idea of selling offensive. Of course, you should get money for what you do, but when I talk about selling, I mean as it relates to being a salesperson.
Should you be selling your services? Should the idea of selling even be part of the conversation in your practice? Let's discuss!
26 Jul 2019
10 - Gain Your Unfair Advantage with "Post-Acquisition Marketing"
If "friends and family" is your most valuable referral source, we should be asking "How can I get more of those?!" Today we talk about why and how to get more friends and family referrals through a process called "Post-Acquisition Marketing."
12 Jul 2019
09 - Do These 5 Unscalable Things to Earn Patients for Life
We tend to want to be as efficient as possible in our businesses. But sometimes, it helps to be *inefficient* and do the unscalable things that turn prospects into patients, and patients into evangelists for your practice.
21 Jun 2019
08 - Information is Not Enough. Your Patients Need *This*
We think if we give our patients enough information, they will make a good decision. But information is only half the battle. Today, we talk about the other 50% of the equation, to make your practice stand out as the Obvious Choice.
10 Jun 2019
07 - Energy: One of the Most Powerful Persuasion Tools on the Planet
It's easy to focus on scripts and word tracks, but your *energy and excitement* are even more powerful persuasion tools to help you book consults and surgeries. In this episode, we talk about why and where to amp up the energy in your practice.
31 May 2019
06 - Avoid the "Right Answer Trap" on the Phone
"The Right Answer Trap" is an easy yet costly mistake to make on the phone. In this episode, I explain what it is, and what to do instead.
3 May 2019
05 - How Fast to Follow-Up? If You're Not First, You're last
When following up with your leads, the sooner the better, right? But do *minutes* really make a notable difference in your conversions? You might be surprised what the data shows...
3 May 2019
04 - How to Follow-Up Without Pestering Your Prospects
In episode 3, we discussed the importance of following up 7+ times with your leads if you want the best chance of connecting with them. In this episode, we talk about how to do that without sounding boring or feeling like you're pestering your prospects.
9 Apr 2019
03 - Follow-Ups: Will You Be the Last Practice Standing?
How many times should you follow-up with the leads you pay good money to generate for your practice? Thanks to a Harvard Business Review study of more than 100,000 calls, we have your answer.
6 Mar 2019
02 - Why "Spam Calls" Are Your Problem
My phone blows up with spam phone calls multiple times per day. (Literally twice while recording and prepping this episode.) I'm not the only one. This is an epidemic across the country. And it's changing people's behavior in a way for which you need to accommodate (even though you aren't the one spamming folks). In today's episode, I tell you what to do.
6 Mar 2019
01 - This Piece of Tech is Killing Your Conversions
This one little aspect of your phone system is one of the biggest sources of lost revenue in practices across the country. And it's not immediately obvious that there might be a problem with yours. After this show, your next steps will be crystal clear.
6 Mar 2019
00 - The Intro Episode (What is the PGM Anyway?)
In this intro episode, we talk about what the Practice Growth Machine is, why we're doing a podcast, and the easiest way to communicate to me that you think I'm full of garbage.
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