Many dental practice ads are ineffective for one reason: They are written by dentists FOR dentists but dentists aren’t your target market, patients are.
Here are a few simple guidelines to help you write better ads. Alternatively, invest in the services of a professional copywriter or agency.
Grab their attention
The most important element of any advertisement is the headline. Dental practice ads are no exception. Address the number one problem facing your patients in your ad.
Here are a few example headlines:
Exhausted with the struggles of missing teeth?
Finally! Pain-free dental care
Tired of dentists not accepting your insurance?
Affordable and professional dental care
Notice that each headline speaks to a specific audience: patients considering implants, patients scared of the dentist, patients with poor dental insurance and patients who are price sensitive.
Forget about features
Effective sales copy focuses on benefits instead of features. Patients don’t care about your new intraoral scanner. They care about having their problem solved.
Here are some of the primary benefits patients are looking for from dental care:
Look good
Feel good
No pain
Affordable
Long-lasting
Pleasant experience
Say bye-bye to clinical photos
Images of free floating dentures or prosthetic teeth being screwed onto an implant can be creepy to patients. You’re nearly always better off with a photo a smiling happy patient.
Save jargon for your next dental conference
Using dental terminology can lead someone reading your ad to think, “Hmm, they seem to know what they’re talking about.” But take it too far and you’ll lose your reader. The purpose of your ad is to get the reader to call and make an appointment. You can discuss more complex clinical issues with your patient in the chair.
Include a compelling call to action
A common mistake when writing an advertisement is forgetting to tell the reader what you want them to do.
Be explicit and keep it simple, for example:
Call now
Visit our website
Make your appointment today
Posted by
karen201 on
Jul 5th, 2018 4:25 am
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