If your advertising is to be successful you need to resolve several issues first. In this article I am going to introduce some of a copywriter’s methods to success. But first – what are you selling? Have you ever stopped to think about it? Everyday you are busy providing high-quality dentistry to patients. But now stop and think about this question, not from your perspective but as one of your patients. In a single word surely you are selling happiness. They come with a problem and leave with a solution. Happiness.
Now, consider why patients come to you? Because you are skilled and excellent is a forgone conclusion, so this is not the reason that drives patients. Think about ego and emotion. When a patient decides on cosmetic dentistry, ego and emotion drive the decision. Toothache drives need. Think carefully about how patients make a decision. Your advertisement copy needs to answer these points.
You treat patients every day but have you thought who they are? You know they are male or female, but what else do you know about them? Do they all come from a particular age group? Probably they all have similar financial status. Do they live in particular areas? Is there a trend in their questions? All these factors provide clues for your advertising.
Remember that your advertising to attract new patients creates an impression, and first impressions are vital. Once formed they are expensive and difficult to move.
Let’s summarise the essentials.
- Define what you are selling.
- Incorporate ego and emotion.
- Know your patient profile
These 3 points are probably more important than any other feature. Without them your advertising is likely to fail.