Many of us have a favorite TV or radio show that excites us as soon as we hear the signature music or see a familiar face or skyline. You know that certain show, the one that is so recognizable to you that if you heard a brief piece of music from the introduction you’d know it immediately.

 

You may not be as aware, but you also have your own favorite advertisements. Those unique ads have had that same power to evoke a kind of instantaneous memory or emotion within you. Ads that have made you crack a smile or think twice about which vendor you were going to choose have affected you over the course of your life.

 

The power of the ad is both simple and complex. An ad should be simple in its overall message, but also complex enough to draw a consumer in and give him or her a call to action. It should appeal to one’s sense of trust and give them hope…make them think YES! This may seem like a great feat to accomplish in a simple 4x5 box on a magazine page or a 30 second sound bite, but it can be done. The trick is knowing how to do it.

 

Advertising correctly is the most necessary element in your marketing plan--an essential must in order to garner a larger group of loyal clients. Last month, I touched upon the 4 different avenues one uses to market themselves and their business. Understanding these key principals--the message, medium, agency and budget--will enable you to be a great success in the marketing arena. I will continue to expand on these points over the course of the next few months to build on the information we’ve touched on. This month, I’d like to focus on one of the most important marketing tools a dentist can utilize, the ad itself.

 

 

 

A marketing agency could come up with hundreds of ideas to advertise you and your business, so it is crucial to have your own innate understanding of how you want to be marketed. If you take ownership of a job well done in the office chair, you also should take ownership of your marketing message. Ask yourself:

 

 

 

 

 

 

I have instructed my creative staff to design my print ads so that my audiences’ interest will be  piqued in 1 to 2 seconds. I believe that in the next 1 to 3 seconds the person makes the decision to do business with me. Why? Because the emotion of the ad has made the kind of connection that I desired, giving a patient hope and a call to action.

 

 

 

Many times if the message is simple and to the point, and the photo or image delivers an impact, the greater the emotional trigger. Keep the main header bold and directive and supportive text simple. It is useful to use the word “you” in a header--I have found that it draws a reader into the rest of the message effectively. Also, I prefer soft colors and images, clean scripts and amiable photographs. I try to direct the audience to my web site, because it contains all the additional information that a prospective client might want. It is important to remember that patients are interested in themselves and what we can do for them.

 

An example of one of my ads that reflects these qualities:

 

 

Does the structure, design and message of the ad reflect the same qualities that are found in the kind of respondents you are looking for? I am looking for qualified respondents, those who are truly on the verge of undergoing a cosmetic dentistry procedure—people ready to commit to the process and have the monetary means to do it.

 

 

 

When your marketing design team is designing your ads, have them create 2 or 3 so that you can rotate them, keeping your messages fresh in the minds of your audience. Be persistent in running the ads. Develop a plan with your marketing agency and stay with it. People will need to see your ad 7 to 11 times before they respond. So don’t get disappointed when your phone does not immediately ring off the hook. Persistency and consistency will always win out in advertising.

 

 

Place your ad in the mediums that will give you the maximum reach

 

Even if you pay more to run an ad in a major magazine, it may pay you back if that publication reaches a greater audience. Always place your ad in publications with the highest traffic, and on the right day or days of the week. If advertising in a magazine, try to get your ad placed on the right side of an open page, where the eye tends to go first.

 

Speaking of placement, check out my upcoming June article which will focus on selecting and working with advertising agencies, creative teams and media buying. Just as I’ve attached my current ad for your reference, I will discuss my own team of experts in the June installment, naming names and explaining how they’ve maximized my marketing plan.

 

If you have questions from your own experiences or from reading this series, email me or check out my July article. I recently had the great pleasure of hosting a marketing seminar here in Kansas City, and will share some of the attendees’ questions, their ideas and the solutions that were discussed. It should be a great opportunity to continue to relate experiences with each other in our quest to better our lives and our businesses!