Why Likability matters.
I remember a few years back, a brilliant young dentist from Atlanta approached me after a lecture.
“Peter,” she said, “your passion sold me on airway dentistry. But sometimes your bluntness scares me. You can be a little intimidating.”
It was a wake‑up call. In the world of marketing, likability isn’t fluff. It’s currency.
This post is inspired by Robert Cialdini’s classic book Influence: The Psychology of Persuasion.
In that book, Cialdini outlines six universal principles that drive human behavior. One of them he calls the “liking” principle. Through the lens of this principle, he suggests that people are more inclined to say yes when they like and trust the person making the request.
In the book, Cialdini lays out how appearance, genuine compliments, familiarity and association all contribute to likability. He uses examples like the Tupperware parties of the 1950s and 1960s to illustrate how these factors work in practice.
What follows adapts Cialdini’s research to the world of modern day airway branding and thought leadership. I share examples and show how you can ethically harness the science of likability to connect with patients and elevate your practice.
I care about airway‑focused dentistry because it helps families thrive. When children breathe well, they sleep better, grow properly and live healthier lives.
That’s my why. It’s what drives my passion for this work.
The Bottom Line Is This: We’re Naturally Inclined To Say Yes To People We Like And Trust.
If busy, doom‑scrolling parents (especially the wellness‑minded moms you’re trying to reach) don’t sense a human connection in your online presence, your conversion rate will suffer.
You can have the best credentials in town, but if you come across as cold or impersonal, they’ll scroll past without a second thought.
Consider the “Tupperware effect.”
In the 1950s and ’60s, Tupperware parties swept through American suburbs. These gatherings weren’t just about plastic bowls. Guests bought because they liked the hostess. They felt connected. Cialdini suggests that their fondness for the person selling the product was twice as important as the product itself.
That same principle applies today.
Wellness‑aware moms are bombarded with fear‑based posts and contradictory advice. They’re looking for providers who feel like a calm refuge. If your website reads like a textbook or your social channels are impersonal, you become part of the noise.
The good news? Likability isn’t innate.
It’s a skill grounded in research and practice that can be woven into your online presence and marketing campaigns.
The Four Keys to Likability And How They Can Transform Your Marketing
When I first read Robert Cialdini’s chapter on the “liking” principle, it reframed how I approach thought leadership.
It reminded me that being competent isn’t enough. Being likable matters too. That doesn’t mean pandering or being fake. It means understanding the science of human rapport and putting it to work for your brand.
Cialdini’s research breaks likability into four concrete factors. Think of them as your roadmap to becoming irresistible.
- Presentation and Professionalism: Appearances Matter (But Not in the Way You Think)
First impressions count.
We instinctively attribute positive traits to people and things that look appealing. That doesn’t mean you need to look like a model. It means you need to curate your visual presence intentionally.
Not every piece of content needs a professional crew.
Use your smartphone for behind‑the‑scenes glimpses and everyday moments. Pay attention to natural light, steady framing and uncluttered backgrounds. Reserve a professional for flagship assets like headshots, an office tour or the hero image on your homepage. Quality lighting, sound and composition in those cornerstone pieces signal credibility.
Authenticity still matters more than perfection.
Choose photos and videos that show your personality and reflect your practice culture. Avoid heavy filters or glamour edits. Patients connect with real people who look like the person they’ll meet in the office.
Whenever possible, put your team and patients in front of the camera.
A genuine smile or candid shot from your practice communicates far more than a generic tooth graphic. Save stock images for abstract concepts, infographics and backgrounds.
Thoughtful, authentic visuals signal not only competence but also a commitment to airway health, positioning you as a trusted leader in your field.
Tailor your visuals to the platform.
Shoot portrait‑oriented clips for Instagram and TikTok. Use landscape shots for your website banner. Keep videos short and mobile‑friendly. Pay attention to eye‑level framing, thoughtful cropping and a consistent visual style to build recognition and trust.
Dr. Ryan Robinson exemplifies how these principles work together.
His website features warm, professional portraits and well‑produced videos. He’s Delaware’s first triple‑boarded doctor in craniofacial pain and dental sleep medicine and has logged more than 1,800 hours of continuing education. But he doesn’t hide behind credentials.
His polished visuals invite patients into his story and help his expertise feel both credible and approachable. Take a look at his site and you’ll see how presentation and professionalism set the tone without feeling stiff – painandsleepcenter.com
- Positive Reinforcement: The Kind Words That Work Wonders
Compliments are a powerful tool.
Cialdini’s experiments show that even small praise increases likability. This applies online, too.
When you apply his praise principle to your digital presence, think “gratitude‑infused,” not canned remarks and posts.
Review your contact forms, automated emails and DMs. Do they sound like a script, or do they genuinely thank patients for reaching out and congratulate them for taking proactive steps?
Swap generic phrases like “Your call is important to us” for heartfelt lines such as “Thank you for entrusting us with your child’s health.”
Use real appreciation across your digital touchpoints. Confirmation emails, appointment reminders and social replies. They all matter. Especially in the age of AI, consistent, human touch builds goodwill and trust.
A great example comes from practice coach Scott Manning.
He infuses genuine gratitude into every communication. I’ve never encountered anyone so talented at acknowledgement. You walk away from an interaction with him feeling like your floating on a cloud.
From what clients tell me, Scott’s also in a league of his own when it comes to helping dentists define and achieve their dreams. You can see his approach at https://dentalsuccesstoday.com/
- Familiarity Through Consistency: How Showing Up Makes You Memorable
Familiarity breeds fondness.
Cialdini reminds us that repeated contact and shared experiences make people like and trust you. In marketing terms, that means showing up often and offering value each time.
Create a rhythm. A weekly blog, twice‑weekly social posts and a monthly newsletter keep you top of mind without overwhelming your audience. Each touchpoint should answer a real question, share a useful tip or tell a story that resonates.
Engage, don’t just broadcast.
Respond to comments. Ask for opinions. Invite collaboration. Cooperation builds community and turns exposure into loyalty. Stay on message so that your themes reinforce each other over time.
Dr. Loria Nahatis embodies this principle.
She’s a frequent webinar and podcast guest, speaks at industry events and organizes local airway symposiums in Dallas. These events give parents and professionals a place to learn and connect regularly.
Her consistent presence builds trust long before a family walks through her doors.
Check out her website to see how she integrates these touchpoints into a cohesive brand: https://beyondpediatricdentistry.com/
A Human‑first Approach Reinforces Your Expertise Without Being Salesy.
Every digital touchpoint, from your website copy to your email signature, should feel like a conversation, not a billboard.
Dr. Ariana Ebrahimian offers another modern example of the Familiarity Through Consistency Principle.
YouTube is often called the “learner’s channel” because it’s where people go to figure things out. Ariana has tapped into that energy with her fun, informative shorts.
Arianna’s Youtube channel sits at roughly 22 K subscribers as of this writing, and the trajectory is remarkable.
Videos that drew hundreds of views a year ago are now hitting the millions. Search for @Dr.Ariana.E on YouTube and scroll back. You’ll see the growth and her effortless on‑camera style.
The next logical step for Ariana is to guide those viewers into deeper content. A curated playlist of long‑form videos or podcast episodes would let her expand on the airway, oral‑systemic and tongue‑tie topics she’s known for in her integrative practice.
Longer content will allow her to answer common questions in greater depth, showcase her expertise and build trust with her growing audience. It will also lead to podcast appearances, industry speaking engagements and other teaching opportunities.
Being in front of a camera is Ariana’s gift. I love to write. We all have different strengths.
What’s yours, and what will it take to use it consistently? Maybe you’re a natural storyteller, a compelling speaker or a data‑driven educator. Lean into what makes you shine. Use it to build a loyal audience and move the airway conversation forward.
Keep it simple…
Post consistently, not constantly. Add value every time. Engage rather than broadcast. Stay on message. Set a regular rhythm and let each piece answer a real question or tell a resonant story. Showing up regularly with valuable insights establishes you as the go‑to resource on airway health for the families you serve.
Make sure your voice and messaging match across your blog, social profiles and emails. Consistency reinforces trust and brand recognition.
- Association with Positive Movements: Borrowing Goodwill to Boost Your Brand
In his book, Cialdini proves once again that people transfer feelings from one thing to another.
When you associate yourself with a cause they admire, some of that goodwill rubs off on you.
This isn’t about flexing your charitable giving. It’s about aligning with movements that genuinely matter to you and your patients.
Look for opportunities to support health initiatives in your community. Partner with integrative physicians. Sponsor local runs or health fairs. Start an airway focused study club. Align with conferences like Collaboration Cures that are committed to seeing all of us succeed.
When your marketing reflects real‑world commitments, it feels authentic.
Dr. Nahatis does this beautifully.
She is one of only a handful of pediatric dentists in the U.S. who have completed one‑on‑one training with ENT‑sleep surgeon Dr. Soroush Zaghi. She brings that expertise back to her practice and her community.
Her airway symposiums aren’t just marketing. They’re part of a mission to advance children’s health. They give parents, patients and local practitioners a chance to learn more about how to diagnose and treat airway problems
Dr. Robinson volunteers with programs like “Give Kids a Smile” and the Leukemia & Lymphoma Society. He uses his time and platform to support causes he believes in.
Think about the causes that resonate with you and your patients.
Whether it’s pediatric oral health, sleep apnea awareness or environmental sustainability, aligning your brand with a mission gives people another reason to support you.
Aligning your practice with causes that matter to your patients turns your brand into a mission that others want to support.
How Likability Amplifies Credentials Every Time And How to Harness It
Cialdini’s research made me realize that likability is a deliberate, measurable part of marketing. It’s not an accident.
Here are six actionable strategies to leverage likability in your marketing. Each ties directly to building thought leadership and elevating your brand:
- Listen like a marketer. Active listening isn’t just bedside manner. It’s market research. Pay attention to the questions parents ask in your DMs or at the front desk. Use those exact phrases in your content to show you’re tuned into their world. Hosting a short Q&A on Instagram Live or a poll in your newsletter invites engagement and informs your messaging.
- Craft strategic stories. Sharing your own airway journey or why you’re passionate about whole‑body health tends to resonate deeply with parents and patients suffering from airway challenges. Storytelling through patient testimonials was how I first succeeded online back in 2006. Explaining a patient’s transformation (with permission) or your own experience keeps things relatable and personal for prospective new patients (and their parents). Stories aren’t just anecdotes. They’re vehicles for your brand values.
- Practice deliberate empathy. Don’t assume your audience understands why a tongue tie matters. Acknowledge their fears: “If you feel overwhelmed by conflicting advice, you’re not alone.” This simple line positions you as a guide, not a salesperson. Empathetic language, backed by clear explanations, calms the FOMO mom and makes you more authentic in her eyes.
- Invest in visual likability. People unconsciously judge you by the quality of your visuals. Professional, well‑lit portraits and videos convey warmth and competence. If you are going to use your iphone to photograph and videotape yourself and your brand, make sure you know how to use it well! Keep backgrounds uncluttered and shoot in portrait mode to fit social feeds. This isn’t vanity. It’s about making your brand approachable and polished.
- Empower your team as brand ambassadors. Empower your team as brand ambassadors. Every email, call or comment from your staff is a micro‑marketing message that shapes how patients perceive you. Train them to reflect the same empathetic language and visual style you use in your posts and videos. A cohesive voice across the front desk, hygienists and your social channels reinforces your brand story and positions you as a thought leader.
- Respond to feedback with grace. Online reviews are public conversations. A gracious reply to criticism shows confidence and care. Use negative feedback as content inspiration: if someone says your office wait times are long, write a post about how you’re streamlining scheduling. Turn a potential reputation hit into a trust‑building moment.
Next Steps: Discipline and Consistency Are Your Allies
Cialdini’s book reminds us that likability isn’t about charm for its own sake. It’s about making your expertise accessible.
In an era where search engines generate answers before someone reaches your site, high‑value, consistent content is your best SEO strategy. Don’t chase gimmicks or algorithm hacks.
Become the calm, authoritative voice your audience is desperate to find.
By aligning your marketing with Cialdini’s research and the needs of wellness‑aware parents, you’ll build a brand that stands out—not just for what you do, but for how you make people feel.
If You’d Like To Know More or Want Some Specific Help…
A Legitimate Lunch & Learn (Not a Veiled Sales Call) to Help You Change How Patients See You and Your Practice.
Spend an Hour with Me and Enjoy Lunch on Us
This session helps you build a bridge between your expertise and the families you want to help most. It’s a complete look at your digital ecosystem and marketing approach. I begin by clarifying your “why” and who you really want to serve. Then we review your digital footprint, highlight opportunities and develop a strategy (think of it as a treatment plan for your digital marketing) that empowers you. I’ll illustrate my ideas with examples from clients like you whom Mad Rose has helped. There’s no talk of websites, social media, SEO or ads until I understand you, your patients and your goals. You’ll leave with clarity, direction and a specific plan to amplify your thought leadership, elevate your practice brand and reach the families who need you.
https://madrosemedia.com/lunch-and-learn/
DON’T FORGET – Collaboration Cures 2026
After a year off, the AAPMD’s Collaboration Cures meeting is back. Join us at the University of Pittsburgh on May 15–16 to reconnect with Howie Hindin and a multidisciplinary lineup of airway, sleep and wellness experts. You’ll leave energized and armed with actionable insights. Get details and register at AAPMD.org.
ALSO DON’T FORGET – Dr. Hang’s E.C.H.O. Mentorship (2026–2027)
Airway cases are complex, and you don’t have to figure them out alone. Dr. Bill Hang’s E.C.H.O. (Early Childhood Health‑centered Orthodontics™) mentorship for 2026–2027 offers small‑group guidance, real‑case reviews and a supportive community to help you master early intervention. Enrollment opens soon; visit Ortho2Health.com to schedule a complimentary call and see if the program is right for you.