4 Things Not to Include in a Print Ad

Patient Attraction Episode 242

Welcome back to day two of our look at dos and don’ts of print advertisements from my colleagues Mike Abernathy and Max Gotcher at Summit Practice Solutions. Yesterday we looked at recommendations for things to include in an ad, and they matched up nicely with websites. Today we’ll look at some don’ts in a print ad, and I’ll tell you if any apply to your web marketing when we return.

– I’m Colin Receveur and welcome to the Thursday, Oct. 23, Patient Attraction Podcast.

– So for both print advertising and websites, you do:

– Want to pick good colors.

– Use appropriate images.

– Prominently display your phone number and web address for scheduling.

– And tell what insurance you take.

– So let’s see how well the don’ts of print advertising match up with websites.

  1. Mike says to eliminate unnecessary verbiage and claims.

– So if someone would look at the ad and say, “Of course they do,” then you don’t need it.

– For instance, no need to say that you do bleaching, X-rays, fillings, etc.

– Also, Mike says you don’t need to show pictures of credit cards to show you take them.

– “Of course you do.”

– Every dentist takes credit cards.

– You might think, “But all of my competitors do these things.”

– Exactly. Why do what everyone else is doing?

– Set yourself apart.

– In this instance, I partially agree and partially disagree with Mike as these tips apply to websites.

– I agree that you would not want to put these things on your homepage.

– But because a website can have virtually unlimited space, I think it’s OK to talk about the various services you offer – on pages off of the home page.

– Same with payment options.

  1. Mike suggests dropping logos from Fast Braces, Invisalign, Care Credit, the ADA, etc.,and replacing them with phrases that show a benefit, like interest-free financing, straight teeth without wires, and white teeth in about an hour.

– For websites, I say you can do both.

– I encourage dentists to design their website in a problem/solution format.

– So you have buttons like “I’m embarrassed to smile, “I can’t eat the foods I Iove,” and “I’m afraid of the dentist” (more about that last one in a second.

– Then, clicking on the button takes you to the service you offer to solve that problem, such as veneers, implants and sedation dentistry, respectively.

– But on a website, there also is room for the various logos of the brands you use.

– Some brands, such as Lumineers and Invisalign, actually carry some value because patients have heard of them.

  1. Mike says to “lose the platitudes.”

– Stop saying that you are a “gentle care” dentist, or that you have a “friendly staff.”

– Every doctor in town can make that claim.

– That doesn’t set you apart; it just makes you part of the herd.

– I agree with this on websites.

– If you been voted “gentlest dentist in town” or “friendliest staff in town,” that’s an entirely different story.

– Otherwise, let other people waste their time with that hokum.

  1. Finally, Mike and I wholeheartedly agree that you do not need to dump the kitchen sink on prospective patients.

– Mike says an ad should be read quickly, make it obvious you are a dentist and give the value statement.

– I think the homepage should do the same thing.

– Potential patients don’t need your resume.

– They don’t need every procedure you can perform.

– You want to give them only what it takes to make them want to call, because any more than that and you may make them want to NOT call.

– Tomorrow we’re going to look at how to make special offers work for you.

– Until then, keep moving forward.


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