Here's the bottom line...MOST companies I work with say they aren't getting anywhere near the response they want or need from their advertising/marketing dollars. They blame it mainly on "dilution" --- there are simply too many places to advertise and dentists don't/can't read everything anymore. Some of this is true. However, regardless of how much of it is the case, the bottom line is that you still NEED to market and still NEED to see results. Therefore...you have to get BETTER at what you are doing.
I've kept this post and list simple but it can SAVE YOU HUNDREDS OF THOUSANDS OF DOLLARS in the long run. Review it, and contact me. First, the numbers/stats don't lie. My latest survey shows that 73% of dentists READ only 1-3 ads per issue! How about this? I had 500+ dentists "rate" over 200 dental ads giving them a 1-10 ranking (10 meaning it's a great ad, and 1 meaning it's a poor ad). Only 12% of the ads scored a 7 or higher! Why? I will tell you why once you look this list over and contact me.
Second, for some reason, most companies don't ask to get feedback/evaluation before submitting their ads (and spending their money) from dental professionals who understand why their colleagues buy. I can do that for you at a very modest cost. I can do this privately or, if you aren't convinced, you can come initially to one of my live 1.5 day NYC workshops "How to Sell to Dentists" (See HOME page of this website for next course dates)
Here's the list of "mistakes" being made. They aren't in any particular "order" per se, but all are important, and many marketing pieces combine several of these, giving the synergistic (negative) effect of less results!
1. Too creative, which results in confusion. If it takes too long to figure out what is going on, you lose. I know you get paid to be creative, but...simpler is better. It's the message, not how pretty or "clever" your ad is.
2. Brag about themselves. Everyone says their product is the best. Dentists aren't stupid. Not everyone can be #1 and even if you are #1, the "message" gets lost. It's not about you, it's about them!
3. Too busy (you don’t need to list all 30 procedures you do with a laser)! You've got 1-2 seconds to get their attention. If it's too cluttered, they will move on.
4. Too scientific -- surprise!
5. Create a “price war” without realizing it
6. When leading with testimonials, they are too long or in a font (or italicized) making it difficult to read.
7. Don’t make top 1/3 of ad a question or statement that gets dentist to say “What’s this?” or “Hey, that’s me!”
8. Bury the most powerful messaging in bullet points way down the ad
9. Don’t create an urgency to respond
10. The ad does not fit into any of the “most important” to dentists list. (want the list? Hire me or take my course!)
[email protected]
646-375-2067
I've kept this post and list simple but it can SAVE YOU HUNDREDS OF THOUSANDS OF DOLLARS in the long run. Review it, and contact me. First, the numbers/stats don't lie. My latest survey shows that 73% of dentists READ only 1-3 ads per issue! How about this? I had 500+ dentists "rate" over 200 dental ads giving them a 1-10 ranking (10 meaning it's a great ad, and 1 meaning it's a poor ad). Only 12% of the ads scored a 7 or higher! Why? I will tell you why once you look this list over and contact me.
Second, for some reason, most companies don't ask to get feedback/evaluation before submitting their ads (and spending their money) from dental professionals who understand why their colleagues buy. I can do that for you at a very modest cost. I can do this privately or, if you aren't convinced, you can come initially to one of my live 1.5 day NYC workshops "How to Sell to Dentists" (See HOME page of this website for next course dates)
Here's the list of "mistakes" being made. They aren't in any particular "order" per se, but all are important, and many marketing pieces combine several of these, giving the synergistic (negative) effect of less results!
1. Too creative, which results in confusion. If it takes too long to figure out what is going on, you lose. I know you get paid to be creative, but...simpler is better. It's the message, not how pretty or "clever" your ad is.
2. Brag about themselves. Everyone says their product is the best. Dentists aren't stupid. Not everyone can be #1 and even if you are #1, the "message" gets lost. It's not about you, it's about them!
3. Too busy (you don’t need to list all 30 procedures you do with a laser)! You've got 1-2 seconds to get their attention. If it's too cluttered, they will move on.
4. Too scientific -- surprise!
5. Create a “price war” without realizing it
6. When leading with testimonials, they are too long or in a font (or italicized) making it difficult to read.
7. Don’t make top 1/3 of ad a question or statement that gets dentist to say “What’s this?” or “Hey, that’s me!”
8. Bury the most powerful messaging in bullet points way down the ad
9. Don’t create an urgency to respond
10. The ad does not fit into any of the “most important” to dentists list. (want the list? Hire me or take my course!)
[email protected]
646-375-2067
RSS Feed