First things first. There are A TON of different types of marketing and ads. From billboards, direct mail and sidewalk stands to Google ads, Youtube videos and email campaigns, there are more ways to market today than ever before! So what do you do?
As a modern dentist, it can be a little overwhelming to try and decide from all of these different marketing strategies. To help make your life a bit easier, we’ve compiled a list of traits found in the best dental marketing campaigns. This list won’t help you choose the delivery method, but it should help get those gears in your head turning so that the content you produce is top of the line stuff.
So! Without further delay, here are the top two things that all of the best dental ads have in common.
Simplicity is King
Whether it’s a billboard, a Facebook post, or a holiday card, simplicity is always king. Too often (especially with dentists) the doctor wants their credentials, address, history, hours of operation, where they did their residency, and all kinds of other information on the add. Don’t get me wrong, all of that is important, but there’s a time and a place for everything — all of that information would be great on the “about the doctor” page on your website, but not on your ad.
Ads should be simple, and to the point. Provide a little information and a “deal” if possible. Ask yourself:
- Is my ad straightforward and easy to understand?
- Is there a clear place to start reading first?
- Are there too many colors or unnecessary images?
Make sure your ads are simple.
The Value of “A Deal”
Everyone loves to get a good deal! Whenever anyone is looking to invest their time and money into something (and picking a dentist is absolutely that), they look for the best value to cost relationship. Your marketing strategies should pull on this common drive to get a good deal. What can your offer be? How can you make your offer better?
Here’s a couple examples of deals you could use in your office:
- Come in today for a free initial exam
- Free CT scan with a comprehensive exam
- Refer a friend for a free cleaning
One that you could use for a longer ad would be something like:
Come in today for a CT Scan and Comprehensive exam! If we can’t help you, your visit is free, plus we’ll give you a free cleaning and a referral just for coming in!
There are all kinds of deals you can create, it just takes some time and thought, Find a deal that works for you, your goals, and your office.
This is a bonus marketing tip! When it comes to a sales letter, the above still applies, but you will need to provide a whole lot more information. There’s no one way to write a sales letter, but here’s one tip that will make all the difference.
When a potential customer is reading a long script sales letter, either on paper or screen, you will ALWAYS have to catch your reader’s attention. You have to catch your reader’s attention with the headline and subheads. Your reader will scan until they are interested, then they will re-read the entire article. Your goal is to create a title and sub-heads throughout your copy that will draw in your reader and eventually get them to act. This is a universal idea that can be applied to websites, sales letters, and many other marketing methods.
I hope you found this article helpful!