Marketing Tips for Dentists
You've seen it.
It's understandable. It's believable. It states user benefits. It talks to the reader in the reader's language. It asks for a response. It's copy that follows all of the "rules."
it doesn't work.
Because it's like kissing your sister or brother. There's no imagination. No emotion. No excitement.
it's a kiss ... but it doesn't do anything for you (and if it does, you need to
see a specialist).
For direct response copy to do its job most effectively it must do something for, or to, the prospect. You know, make him or her give a sigh of relief or squirm anxiously ... make the heart pump faster ... produce excitement and anticipation ... involve ... stimulate ... fascinate ... exhilarate.
Right now, give one of your ads or direct mail pieces a quick read-through.
Did the copy make you feel like you just kissed your brother or sister? Or, did it feel like you just "made out" with Elle McPherson or Brad Pitt (depending on your gender).
If Elle or Brad pops to mind, your copy is likely to be quite virile, effective. If a sibling comes to mind , it's likely to be quite sterile.
you write your own copy about your own service, you must guard against copy
sterility. You become so familiar with the benefits, uses and appeals that you
begin losing the emotional edge — the excitement — you need when writing
kind of like some marriages. During the courting stage and the first year or two
of marriage, everything is exciting. The new partners learn about each other,
try new things, and find pleasure in the trivial.
Then, gradually it changes. Routines are developed. Excitement fades. Contentment sets in. Sound familiar?
are some ideas to avoid the sterile copy trap ...
are other techniques that will help you create more exciting and enthusiastic
copy ... and I'll cover those in a later issue.
In the meantime, here's wishing you a stimulating Elle or Brad fantasy.
Copyright 2006 by Galen Stilson. Reproduction without permission is strictly prohibited.