De-Constructing Effective Dental Advertising
Today’s show covers a number of elements required to create advertising that moves people to take action. Asking a postcard or a single sheet of paper or even a website to deliver a prospective long-term patient and their family to you is asking a lot. So, you must leverage every square centimeter of the real estate you have to work with.
Design is critical. The paper itself is critical (in direct mail). The ad copy -- what your ad says -- is always King. But, list or audience is most important (who you’re mailing to, who's seeing your website, etc.). You must also track results – measuring number of calls the ad produces, number of patients booked, amount of tx recommended, sold and completed in 30, 60 and 90 days.
With few exceptions, all advertising to promote a dental practice should include what we cover here today and more – we are limited on time so we won't be able to get to all of them…
I’ll be taking a deeper dive into these elements and many others, at my NPE Seminar, October 22 in NJ. Info @ BusyDentist.com