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Some sporting events or moments are just so memorable, you can’t help but be moved by them.

Sports was the original “reality TV.” Many of us relate to sports stars because they achieve the type of greatness to which we aspire: They hit the game-winning shot, overcome long odds to become a champion, or show grit in the most tense circumstances.

While you may not be the biggest sports fan, there are some sporting moments that can teach you a lesson about being a better dental marketer.


Back in 1998, the Oakland Athletics of Major League Baseball’s American League were a dominating 104-58 behind the bats of numerous Hall of Fame batters and pitchers. They looked like a lock to win the World Series – especially when the LA Dodgers won the National League pennant.

When the World Series started, the Dodgers’ best player, Kirk Gibson, was not only NOT in the game, he wasn’t even on the bench. He was back in the clubhouse getting therapy for bad knees, a sore hamstring, and an upset stomach.

So everyone in the stands and watching on TV was shocked when Gibson limped out to the plate in the 9th inning. The Dodgers were down a run with a man on base. Pitching was the most dominant closer of the year, Dennis Eckersley.

After a nearly 6-minute at-bat, Gibson was facing a full count when he lifted a majestic home run to right to win the game.

Gibson pumped his fist wildly as he limped around the bases. The fist pump is what makes the moment so iconic and the shot you see on TV so often.

Gibson wouldn’t make another appearance in the series, but the Dodgers went on to win the World Series.

What does this have to do with your marketing?

It just takes one big swing. You might be doing lots of little things right. You just need that one big thing to put you over the top.

That one big swing could be web marketing.

Or it could be the RIGHT web marketing.


Many would argue that Michael Jordan is the greatest basketball player of all time. He was certainly clutch at the end of games.

You can’t watch an NBA game today without seeing what is simply known as “The Shot” in the montage.

The image of Cleveland Cavalier Craig Ehlo crumpling to the floor after the ball goes through the net is one of the most iconic in all of basketball.

And it wasn’t even a championship game.

This was Game 5 of the 1989 Eastern Conference first round in Cleveland, who had the second-best record in the NBA and had swept the season series against the Bulls.

You can find “The Shot” on YouTube at: http://swm.io/theshot

In retrospect, the game is so important because it was the first playoff game-winning shot Michael Jordan hit. It symbolized the beginning of a dynasty of Michael Jordan’s Bulls, who would go on to win six NBA titles.

Here is the amazing thing about Michael Jordan: “I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games. Twenty-six times, I’ve been trusted to take the game-winning shot and missed. I’ve failed over and over and over again in my life. And that is why I succeed.”

So if your practice is struggling right now, what are you going to do about it? Are you going to watch other practices pass you by?

Are you going to just accept that you’ll never reach your financial goals?

Or are you willing to take the big shot? Are you willing to take responsibility and take a risk? Will you dare to be great?


Written by Smartbox

SmartBox employs the best minds in dentistry to help you grow your practice. Our Practice Growth System™ is proven to help dentists in every market area across the country achieve predictable year-over-year growth.