Social Distancing by the Numbers

 I’m sure we all know that social distancing has value. The less we come in contact with friends and family the better we will be able to control the pandemic. This is all of our jobs for the next several weeks perhaps long after we are back to work and the “shelter in place” is lifted.

This infographic, based on calculations by Robert A. J. Signer, Assistant Professor of Medicine at the University of California San Diego, shows how this so-called social distancing can reduce the spread of the virus.

Infographic: The Vital Importance of Social Distancing | Statista
You will find more infographics at Statista

You no longer have personal space, It’s a global network of data

AI is today and for ever more. Artificial intelligence is all around us and a part of our lives. It is used every hour of every day to gather information about you, me the masses. The information it gathers it uses to create more information with the use of the “algorithms” in the software and the massive growth of the “computer farms” to process and analyze what we say and do.
But it goes beyond that it thinks for it self, it has deductive reasoning that not only processes the data but create new data from what it has learned.

How AI Sees Us
If we really want to see what machines see, we need to think like computers. This means discarding everything we perceive from our senses through our brain, and process step-by-step how AI goes through data acquisition instead. In a recent study what they demonstrated with the The Machine’s Eye. This simulation that shows the steps through which a hypothetical AI system “reads” a physical environment and is able to profile the people in it.
Continue reading You no longer have personal space, It’s a global network of data

Does Dental Direct Mail Really Work?

When executed well and given enough time, dental direct mail absolutely works and can be a wonderfully profitable marketing investment. On average dental mailing clients gets more than a 400% return on their marketing dollar!

Direct Mail vs. Junk Mail
Direct mail is only “junk mail” when it doesn’t appeal to the recipient. When targeted to those with probable interest, this form of marketing is a powerful medium. Perhaps the single most favorable and influential aspect of direct mail is the attention it receives by recipients who decide to review it. Not many (if any) common mass advertising media have the advantage of relatively undivided attention like direct mail has. TV and radio commercials are sandwiched between other ads. Billboards are seen in passing, and they’re competing with passengers, other cars, traffic signs, and radio, just to name a few things. Even print ads in newspapers and magazines have to compete with a variety of editorial and commercial content. And the web is a real jungle! This is, of course, not to say that direct mail is the only marketing medium that has proven effective and powerful (we’re huge fans of digital advertising). Our point is that direct mail has the great advantage of less competing messages and more “one-on-one” time as it is digested by consumers.

We’ve brought direct mail marketing for dentists into the 21st century! Our dental marketing processes have been perfected through the successful delivery of postcards for dentists in our area.  We focus on providing excellent customer service and using our one-of-a-kind dental direct mail strategies to help grow practices, acquire new dental patients, increase brand recognition and convert more inbound calls into new patients.

How we do it!
We work with you to design your postcard using templates that have been proven over time. Once the design is complete, we print, process, and mail your postcards to your target area.

 Check out our dental marketing testimonials to see the results of our postcard marketing for our clients and their staff.

Local SEO First

Local search engine optimization is a strategy that focuses on emphasizing the optimization efforts of neighborhood brick-and-mortar practice.
Content, on-page optimizations, and hyperlink building all with a focused, localized intent for all phase of these efforts. The focal point changes, however, when it comes to localizing hyperlink acquisition.
The focus changes to making sure all possible nearby alerts across Google’s neighborhood search are regular and correct.
If they are not, or you accidentally grant one-of-a-kind facts for the same business, you could potentially experience conditions the place your local results at risk.

Why Local Search Is Important
Here are a few stats that show how vital nearby search continues to be for practice:
50% who did a local search on their phone and 34% who search on a computer or tablet called the practice the same day.
18% of mobile searches lead setting an appointment the same day.
50% of searchers on their cell telephones who conduct neighborhood searches are looking for things like a local business address.
71% of new patients who have been surveyed have said they search for the vicinity of a practice in order to verify its existence before going there for a first-time visit.
32% of searches on a smartphone used to be carried out just earlier than arriving at a practice.

Doctors & Medical Practices
When patients are looking for a doctor, experience has shown that patients are continually searching for a health practitioner nearby or a health practitioner “near me”. Most people don’t want to go out of their way to visit a dentist. They want one close by who can see them on a regular basis. This local result offers the dentist’s name & specialty up front, alongside “directions link” which brings up a map utility on a user’s phone. When it comes to dentist, people are more inclined calling to set an appointment, and they are most possibly searching for an effortless way to seem to be up instructions to the doctor’s offices.

What Are the Important Parts of Local SEO?
When it comes to neighborhood SEO, it isn’t all that different from natural search engine optimization – key-word research, content, links, and on-page technical SEO. It simply has a neighborhood focus. When optimizing for neighborhood search, however, these parts comprise neighborhoods as center of attention that focuses on searches people are performing in the instant place surrounding the commercial enterprise (e.g., nearby city names).
Keyword research for neighborhood search engine optimization
Facts show that patients have extra access to units like smartphones, Amazon Echo, and Google Home. These gadgets pave the way for voice search to be one of the primary avenues of executing local searches.
It’s easier to say “find a dentist close to me” or “find a plumber close to me” for most people than it is to type. Thus, it isn’t shocking local queries primarily based on conversational voice search are up dramatically.
Writing customized local content material with all of these elements will assist you attain the excellent response Google wants to return for certain nearby results. Thin content adds little value to your local SEO efforts.

Local Website Positioning Links
For local SEO, links are a little bit effective than natural SEO.
First, you ought to consider Google’s Webmaster Guidelines when acquiring all links. You don’t prefer your link acquisition efforts to result in a guide action (i.e., penalty) from Google.
If you build hyperlinks that violate any of Google’s Webmaster Guidelines, Google will eventually discover them. The subsequent aspect you know, your entire internet site should disappear from the organic search results.
In local SEO, there are a range of link choices that make up an exceptional local search engine optimization link profile.
Next, it is recommended that you focus on nearby directories as the frequent hyperlink categories.
Building out these neighborhood directories will help you amplify your website’s hyperlink authority for local searches.
Industry-Related Local Sites
Think about any neighborhood sites that may provide neighborhood link opportunities, including:
Service Clubs
Business Organizations
These industry-related neighborhood web sites will normally help amplify the value of your nearby link profile significantly, and will add the authority that Google rewards.
Proper testing and updating your local SEO efforts can change the dynamics of your new patient acquisition and be a reliable channel for marketing your dental practice.Call us at 888-282-8764 or check out other services in our “Specialty Markets” Dental Marketing, or you can always drop us a e-mail

File Formats Most Exploited by Cyber Attacks

Sometimes it’s not a nice world out there.

When you get a file from a client or friend, checking for viruses and malware should always be your first step to keep your computer clean. The file may appear very innocent but you could be getting a virus, and chances are the person who sent you the file didn’t even know it was infected. Best practice is to run it through malware detection software before you open it. We use “Virus Total” and have found it to be a simple solution to detect most malware and virus threats. You can unload a test a file at

Be safe, the little extra effort will be worth it.

We want to thank the folks at Statista Research & Analysis for the “Chart of the Day”

Vulnerabilities Most Exploited by Cyber Attacks, according to an analysis conducted by the Kaspersky Lab Microsoft Office applications, shows the most commonly exploited applications worldwide. A little under half of the complaints Kaspersky received were related to Microsoft Office applications. Browser applications came in second with about a quarter of the complaints of exploited vulnerabilities. Notably, applications interacting with PDFs are prone to cyber-attacks, since PDF files are one of the main file types cybercriminals target for phishing campaigns. Apps working with PDF files made up about 1 percent of the complaints in the report.

If you have any questions or want to contribute to this post or any future blogs just contact one of our experts at API-Marketing.

Pantone Picks Its 2019 Color!

It seems as though every year comes with a more exquisite and jaw dropping new color picked by Pantone to be their color of the year. 2019 is no different! For 2019 Pantone picked Living Coral as their spotlight color.

Pretty Coral Reef

Here is what Pantone says about their 2019 pick…

“Vibrant, yet mellow PANTONE 16-1546 Living Coral embraces us with warmth and nourishment to provide comfort and buoyancy in our continually shifting environment.
Continue reading Pantone Picks Its 2019 Color!

Neuroscience of Fonts

The architecture of your brain makes retaining everyday reading a major challenge. Psychologists and researchers at RMIT University in Melbourne developed a font that helps you recall and tuck away in your brain what you have just read. They call it Sans Forgetica.
The science behind this font creation is fascinating. Well if you are in the print and marketing business it’s fascinating. They made it sleek and back-slanted with intermittent gaps in each letter allowing the reader to recognize the letter but makes each word a simple puzzle for the brain. The more you need to process information the better you recall.
Visit to see what was behind the creation of Sans Forgetica or download the “The back story behind Sans Forgetica”.

If you want to use this font in any of your print and marketing collateral we got it and are ready to use it.

What is Breast Cancer Awareness Month About

Breast Cancer Awareness TreeWhat is Breast Cancer Awareness month and why do we celebrate it? It is something I have always known we do in October and always had the basic idea of why we celebrate it but for the last decade I have become more and more involved in the American Cancer Society’s Relay for Life and I decided to really look into what it is that makes October so important to the cause.

A few things we ALL should remember:

  • Breast Cancer Awareness Month is celebrated in many countries across the world to help increase the attention that is needed for the disease. I knew this fact but never took into account that other countries promoted it in the same way we do.
  • Breast Cancer Awareness month helps bring light to early detection and treatments. The woman who started the National Breast Cancer Foundation was diagnosed with Breast Cancer at a very young age and had little information about treatments and the disease itself and wanted to make sure there was more information out there for people who are diagnosed.
  • There are OVER 250,000 new Breast Cancer patients diagnosed each year. I always knew it was one of the most common cancers but that many diagnoses each year is astonishing. Among those diagnoses a little less than half that number are deaths a year because of the horrible disease.
  • With hundreds of thousands of people being diagnosed each year there is still little known as to why so many people are diagnosed. Luckily with early detection the outcomes have become very encouraging for people that are diagnosed. This is why it is so important to get regularly checked, especially if it is something that runs in your family.

    There is so much information and statistics that I could go on FOREVER. Please if you do one cool thing to raise awareness in October, educate yourself, your family and your friends. The more we can catch this ugly disease at an early stage the less deaths there will be each year. There are some really great websites below to help educate yourself and get involved!

Winner of Best of the Best

Ad and Plaque

For 13+ years we have been voted Best of the Best by the readers of the Auburn Journal, and we couldn’t be more thankful to our community and our fantastic customers.

Since opening the business in 1946 we have striven to be been involved in the community and has enjoyed giving back. In 1984 Brad and Merrill purchased the business and have since continued to be involved and continue the tradition of giving back and supporting many community events. Being a big part of our community, being involved and giving back is what I am passionate about. I do it because I see a great future for our community and all there is to benefit from for me, our company and my kids.

Besides being such a staple of the community we work hard at being a partner to the land trusts and non-profits locally. We give back to many non-profits and work closely with them to find new ways of attracting donors and new revenue. Using print, email, direct mail, signage and promotional products to elevate their clients message in a cohesive, timely and branded manner. Our clients have seen that the value improves exponentially with a multi-touch approach.

I strongly feel that we are a one of a kind shop in this area with all the equipment and up to date technology that we have in our North Auburn location. Feel free to stop by and see all that we have to offer.

Adjust your communications to match attention spans

funny notePeople’s attention spans are shorter than ever before. We are constantly bombarded with messages from every corner, have no time to read long emails, and we have a rough time holding onto a business related conversation that doesn’t seem to have a point.

As a millennial, I have friends that use acronyms for everything. Raised on outlandishly detailed books by Charles Dickens, I have a rough time understanding these little quips. The first time I saw “ROFL,” I was thinking about barking waffles, but “rolling on floor laughing” is better. I guess. At any rate, I learned these little things to communicate with my friends and not be boring. This carries over into business, in a sense. We must adjust our content to people’s attention spans.

You don’t have to go so far with this as to be unprofessional in your communications, but you do have to shorten your message and get to the point. Cut the clutter, cut out anyone who doesn’t need to hear what you are saying, and give the person on the other end a more direct and conversational approach that they can easily digest.

Here’s a few tips to get you started in your business communications:

1. Be personable

This automatically makes you approachable and well-received. It doesn’t have to be outlandish. Use little remarks like “I hope you had a great weekend,” or “thank you for getting in touch.”

2. Use an easy to follow structure with headlines and bullet points

Don’t make your reader sift through your information. Breaking up information into palatable chunks helps people absorb content without getting distracted by the many other things demanding attention.

3. CCs

Don’t copy people on emails unless they must know the information contained in the email. I know that sounds obvious, but sometimes things can get out of hand. A conversation between two colleagues can go on for 20 emails, and their boss doesn’t need to be in on each one of those emails—only the first and last one.

4. Be precise

Save time by reading over your email or letter and making sure nothing has a double meaning, is too long-winded, or doesn’t get to the point. Is there a point? State your point first and your supporting information afterward in bite size portions.

Hopefully those tips will help you going forward. Being long-winded myself, I have to cut out my “babies”—my precious little details that nobody else cares about. Did it work? You’ll have to let me know next time you stop by the shop.