The Making of SMILE & CO. Episode FIVE

June 27, 2017 Smileandco No comments exist

Welcome to the fifth episode of The Making of SMILE & CO.! Listen to Dr. Ashley Joves’ story as she discusses her upcoming Intel company picnic and the headache of trying to get work done in 108-degree heat with no AC. This episode is packed with interesting information and perfect for anyone thinking about starting their own dental practice. Tune in and listen carefully, because you won’t want to miss this week’s episode!



Time-Stamped Show Notes

1:29 Recap of last week and intro. Ashley tells us that she’s been preparing for her inaugural event, the Intel company picnic.

3:50 How creating a space on the internet helps your ground marketing process.

4:50 Mentioned book: Will it Fly by Pat Flynn.

5:30 Ashley scores free swag bag gifts through her mom, an office manager of a dental practice, and through Sue Silvia and Kevin with Oral-B and Crest (Proctor and Gamble).

7:30 Why it’s best to have a great personality and get people’s contact info at the events.

8:26 The soft opening for Smile and Co. will be Saturday, August 19 and will feature vendors, giveaways, and music. The Grand opening is September 9.

10:14 Shower everyone with a great personality.

11:45 Ashley has purchased t-shirts with the company logo and has boosted them through Facebook. Sign up at Facebook Ignite to learn how to boost posts.

13:49 Explanation of the Instagram algorithm change.

14:25 Ashley spent the week putting together swag bags, folding shirts, and getting supplies for the event.

15:00 How she targeted Intel employees with Facebook’s advanced method. She also talks about the email funnel system, and the gifts each subscriber will receive.

17:11 How to ground market to the other vendors at the event.

18:55 Give, give, give before you take, according to Gary Vaynerchuk’s book, Jab Jab, Jab, Right Hook.

19:30 Ashley talks about writing the web copy for her new site.

20:35 Why About Us pages shouldn’t be about the company.

22:56 Ashley talks about writing and how the blog won’t only be about dental work.

25:56 Making YouTube videos.

26:47 Ashley met with Glenda LaMarr of Upper Cloud Media, who advised her to do both a soft opening and a grand opening.

28:50 Samantha Leonard of Stream Dental is going to devise a hiring strategy for her.

30:02 Ashley describes how she is a visionary person and why she needs someone to help her with documentation and implementation details.

30:48 Why she doesn’t want to rush with the hiring process and who she wants on her team.

33:47 What she wishes she knew in advance to closing escrow on her building.

39:40 Why Ashely had to keep quiet about her upcoming venture and how another dentist is making a big mistake by thinking of her as competition.

41:07 Ashley discusses the disappointments of the building exterior and why she has decided to focus on other things instead.

42:59 Branding is everything, and if you don’t figure it out, the community will do it for you.

45:18 The woes of working from home in 108-degree weather.

48:59 Ashley notes that she would love to have multiple locations in different major cities one day.

49:51 Her favorite resource is her whiteboard, which she uses for organizing her to do lists.

51:29 The broken AC and the busy work of filling swag bags and folding shirts have been the biggest headache this week.

53:20 Follow Ashley’s husband’s attendance of the game on Instagram.

54:34 Help-A-Dentist question: How early on would you bring on a consultant, if you’d use one?

55:36 Ashely thanks all podcast listeners for reaching out to her with questions and hopes everyone gets value from the show.

57:31 Know your brand and create something that will set yourself apart from the rest.

59:13 Letter from listener, Danny, from Ohio.

59:39 Ashley talks about what’s on next week’s schedule.

1:00:00 Closing.



3 Main Ideas


1. Know Your Competition


Ashley mentions that her former boss warned her not to open a “competing” practice because it would be a conflict of interest.


“It’s tough when you’re building something on your own, but you still need the income to support your side gig, so you have to keep it under wraps,” Ashley said.


Ashley’s wise for concealing the news, but the dentist is wrong to think of her as a competitor. It’s better to think on a larger scale when trying to beat the competition. Your competition is not the other nearby dentists.


Rather, you are competing for the business of people who may buy a purse or a flat-screen television instead of taking a trip to the dentist. Your competition is all the other places where people choose to spend their money instead of dental care.




2. Know Your Brand


You must build a brand. If you don’t figure out what your brand will be, the community will label you and figure it out for you.


Having a brand will help your customer feel a sense of emotion, which is important when you’re trying to make a sale. You want your client to be involved with your brand, and not be ambivalent.


Creating a customer avatar is one of the best ways to figure out who your target audience is. Where do they shop, and what do they look like?



3. What are you Going to Create?


If you’re going to build a practice, think about creating something that has your heart and soul, and not someone else’s. It’s the best way to stand out and not blend in or get lost in an abyss.


Like Ashley says, “If you are interested in doing a startup, I know that you are doing it because you are a creator, so what are you going to create? And don’t just copy someone else who’s done it before on Dental Town. Think of something that drives you and what you would appreciate in a dental office if you were not a dentist.”






Ashley has a topic she needs your help with, and here’s her question: How early on would you bring on a consultant, if you’d use one?


She is wondering how to make sure she has all the hiring, front desk protocol, employee handbook, and other systems in place.


Should she hire a consultant soon? Message her on Facebook or Instagram to discuss!



Resources of The Week


  • Ashley mentions the FBIGNITE training course with Dr. Anissa Holmes.

Use the link to receive $100.00 OFF 


  • Mentioned Books:

Will it Fly by Pat Flynn

Jab, Jab, Jab, Right Hook by Gary Vaynerchuk


  • White Board

Sometimes all it takes is a trusty white board (with colorful markers) to organize your life and be productive. Try it! Go get yourself a whiteboard and create a To-Do-List or Schedule and let us know how it goes! Take a picture of it and share it!


Find Out More


Thank you for listening to The Making of Smile & Co. podcast. If you enjoyed it, please share with anyone you think will gain value from the show by clicking on one of the sharing tabs above.


Also, please consider leaving an honest review on iTunes. It helps other listeners find the show, and I would be forever grateful.


Questions or comments? Feel free to contact me here.


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Remember that Ashley’s revolutionary dental practice is being built in real time. Follow her incredible journey and message her through Facebook or Instagram to say hi or to ask questions about her experience. Email her at

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