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Patient Attraction Episode 817
The most successful ads of 2015, those that went mega-viral, all had a common thread. They were based strongly on emotional appeal. After the break, I’ll tell you how to use that same approach for your dental marketing. Stay tuned.
– Welcome to the Patient Attraction Podcast.
– I’m Colin Receveur, founder and CEO of SmartBox Web Marketing.
– Emotions have long been used in advertising to sell.
– Some of those emotions were, and are, used more to break through the clutter of advertising than to evoke an emotional response.
– Ads that make people appear ridiculous, for instance, aim to produce a memorable laugh for the audience.
– The keyword there is memorable, because for a branding campaign to work, there has to be carryover recognition from one ad to the next.
– But the big trend is to, as they say these days, hit viewers and readers “right in the feels.”
– 2015’s most successful ads all evoked a sense of wonder, shared experience, and genuine “aww…” moments.
– That approach offers a lot of promise for dentists.
– I doubt there’s a dentist alive who hasn’t actually changed people’s lives in a significant way just by solving their dental problems.
– That’s a really emotional experience, for you as well as for them.
– Those people can speak for you, and many of them will be willing to.
– You can use heartfelt patient testimonials on your website, on YouTube, in print, and in radio and TV spots.
– You can use them to inspire, to motivate, and to help prospective dental patients decide to take action.
– Patient testimonials can tell other patients that there is hope, and that’s something we can all use more of.
– Most decision-making is based on feelings rather than logic.
– A well-done ad or testimonial that hits people in the feels can make the difference between getting help or continuing to suffer from dental problems.
– To be clear, not everyone is comfortable sharing their emotions about a life-changing event.
– But you’d be surprised how many of your patients will be.
– The one thing to be careful of is that the emotion has to not only be genuine, but it also has to come across that way to the viewer or reader.
– Let your patients inspire others to get help … by coming to see you.
– Join me for our next podcast.
– Until then, keep moving forward.