There’s a dentist out our way who I have to admire for at least having a go. You see, in these Covid affected times, every other dentist has locked and bolted their doors coz the regulatory powers-that-be say dentists can only open to treat emergencies.
He regularly has a third of a page newspaper advertisement, often in our biggest selling metro newspaper, which must cost him a heap of money.
So, good on him, but I do wish he’d stick to dentistry and get someone who knows something about it to write his adverts. The biggest mistake he makes is that he writes adverts that he understands. Now, he knows all about dentistry but what do the people in his target market know about dentistry?
Zip, nada, nil, nothing!
Take a look at the body copy of his most recent advert. It’s breathless and exciting from his viewpoint but how much of it do you understand (unless you’re a dentist too)?
I reckon that, if a reader understood any of that, it would mean they’ve been to see a dentist and been told what the problem was and what they needed. And, if that had happened, the dentist who explained the problem or treatment would have probably fixed it!
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The real problem with this advert is that the dentist is talking about features, not benefits. It can easily be fixed by adding the words “which means” at the end of each statement, for example:
Dental examinations without the generation of aerosols
which means you won’t get airborne infections (or whatever!).
The alternative is to forget the mumbo jumbo and spell out the benefit:
No aerosols mean no airborne infections!
Remember, always talk in language that the prospect understands, keep it simple and sell the benefits.
You’ll be amazed how it ensures that prospects keep rolling in!
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