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My last post featured advice from Max Gotcher and Mike Abernathy over at Summit Practice Solutions (and me) on four things your patients want in your ads – the “do’s.” A great deal of the discussion centered around ads on your website but was applicable to print advertising as well..
So today, let’s see how well the “don’ts” of print advertising match up with those for websites.
- Eliminate unnecessary verbiage and claims.
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.
Because a website can have virtually unlimited space, it’s OK to talk about the various services you offer – on pages off the home page. Same with payment options.
- Drop logos from Fastbraces, Invisalign, Care Credit, the ADA, etc.,and replace them with phrases that show a benefit, like interest-free financing, straight teeth without wires, and white teeth in about an hour.
For websites, you can do both. Dentists should 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.
- “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.
The same is true with 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.
- 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. 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.
If you’ve been reading this blog for any length of time, you’ll know that two things I believe dentists must do with their marketing are differentiate themselves, and offer a reason to pick their practice over the competitors’. Max and Mike know what they’re talking about, and I strongly suggest you put these tips into practice in your marketing.