Marketing Tips for Dentists
MORE TIPS FOR IMPROVING
tips fall into the rule-of-thumb category ... meaning they are true in most
Because the headline is about 70% responsible for the success or failure
of an ad, you should spend much -- if not most -- of your ad creation time
developing headlines.. And then
testing those headlines you think will work best.
The most effective headlines usually deliver a benefit promise to the
reader ... either expressed or implied. What's
a benefit promise? YOU'LL LOOK YOUNGER
& MORE BEAUTIFUL is a good example of a benefit promise.
Because space is limited, use telegraphic language to get secondary
points across. Be concise, precise,
specific and write for immediate prospect understanding.
In fact, you might want to use a bulleted laundry list:
Busy layouts often work better than clean, well balanced layouts.
The reason? Probably because
they stand out.
Usually, one large photo draws more attention than multiple smaller
photos. If you're using more than
one photo or illustration, it's usually best to make one larger than the others
(or do a collage so that they make up one large photo).
Always use captions under photos or illustrations.
Reason? They have a very
high readership rate. And be sure
those captions are dealing with a user benefit.
They're like extra headlines.
A conspicuously displayed offer will almost always outpull a hidden
offer. If you're offering a free
consultation, don't hide it in 8-point type in the lower left-hand corner of the
ad. Put that puppy out there so
people can see it, admire it, and respond to it.
Fire your biggest gun first. Don't
create an ad the way you would a novel. Don't build up to the climax.
Don't plan out a complex plot. Tell
the reader quickly and convincingly what the plot is.
This ties in directly with number 7 above.
Two-color ads will usually outpull one-color ads ... but often
not by enough to justify the cost. However
... they're worth testing.
When seeking a phone response, it sometimes pays to include a coupon
looking device in your ad. Reason?
A dash ----------- bordered coupon with a phone number (or address inside
of it) is a visual prompt to respond. It's
a reminder that a response is expected.
Use benefit subheads. Newspaper
readers usually spend precious few seconds scanning an ad to see if it's of
interest. Subheads give you an
opportunity to capture the interest and draw the reader into the ad.
Use attention-getting devices to draw the reader to key points.
Those devices can include bolding, large type, boxed off copy, reverse
type, handwriting, white space, pointing devices, underlining, etc.
That's it for this issue.
If you have any questions or comments regarding this issue, don't hesitate to e-mail me.