My chairside assistant sent this ad to me (from her Facebook feed). It’s a local dentist.
What is the appeal to viewers / prospective patients here? Put yourself in their shoes, so to speak (you know nothing about dentistry).
“What am I looking at? Are those teeth he’s holding? With his bare hands? What’s that thing with the bolts in it? What is ‘all on four’? Is it only four teeth? Where’s the smile promised by the ad?”
What is the benefit being presented here? Who would want this service and why? Which questions are being answered by this ad?
It reminded me of another blog I wrote: Don’t Show Them How We Make the Sausage!
But, it should also remind us that our marketing should answer prospective patients’ questions… in lay terms.
- Will my smile look good?
- Feel good?
- Last a long time?
- Can I eat anything with them?
- Do they stay in or come out?
- How long will they last?
It’s akin to a plastic surgeon using this photo to advertise breast augmentation:
What do you think is wrong with this ad? Comment below!