Writing Better Ads — How to Get Your Clinical Marketing Noticed
Back in 1928, an advertising executive named Mary Wells Lawrence said this about creating a great ad: “The best advertising should make you nervous about what you’re not buying.”
Regardless of what media you’re advertising your clinical practice in — whether it’s Google Adwords, Facebook, TV, radio or in a magazine — having a well-written ad is critical to being noticed and having patients take action.
Over the next couple of blog posts, I’m going to show you how to write a better ad, but (if all else fails) remember this one piece of business advice that I was given a very long time ago from an old business mentor )who also happened to be one of the greatest advertising copywriters): “The majority are always wrong. If you don’t know what to do in your advertising, just take a look at what everyone else is doing in your market, and then do the exact opposite.
Why would he say the “majority are wrong” when it comes to advertising? Because of what’s known as the “copy cat factor”. When a physician decides to open an aesthetic practice — how does he or she decide to advertise it? By taking a look at what the other aesthetic physicians are doing in the marketplace and copying them — and assuming that they know what they’re doing — when in fact, everyone is copying everyone else.
That’s why it’s extremely helpful to look for marketing ideas outside of the medical profession. Take a look at this ad for example, for a local jewelry store which I love.
Most jewelry stores use glistening photos of their prize pieces along with a headline that sounds something like, “Give the gift of love this Mother’s Day.” Nice, but very boring — what’s memorable about that?
Now let’s take a look at this ad for Lewis Jewelers. Do they have a glistening photo of a ring? Yes, they do. But their headline refuses to be ignored and packs a real emotional punch to someone’s manhood: “Does your daughter have a bigger diamond that your wife?” Ouch!
This company is not tap dancing around the subject matter. It’s refusing to blend in with what everyone else does, simply by having a much stronger marketing message that’s very hard to ignore. Where I live in Ann Arbor this message is on billboards, on car vehicles, in print media. It’s basically impossible to escape. And its message is remembered long after the ad was seen — every night, in fact, when the husband sees his wife — and the size of the diamond on her ring.