There are two basic types of dental marketing print ads ... the presentation ad and the response ad.
PRESENTATION AD: The presentation ad simply presents you to the reader with basic information.
This is who I am.This is what I do.This is my address.This is my phone number.These are the dental services I offer.
The design of presentation ads can be starkly simple or regally elegant.
The primary purpose of the presentation ad is to get and keep your name in front of your prospects. If you consistently run this type of ad, it will build name recognition and, ideally, lead to a call from a prospect when that prospect is in need of a dentist. It is unlikely to produce an immediate response unless that prospect is actively looking for a dentist at the time he or she sees the ad.
RESPONSE AD: The response ad, conversely, is written and designed with the express purpose of producing an immediate response ... a phone call to make an appointment.
It too can lead to name recognition, if run consistently, but it's primary purpose is to generate new patient appointments ... now. Unlike the presentation ad, the response ad goes beyond the basics and utilizes a variety of tactics and techniques designed to assist the prospect in recognizing a dental need or want NOW ... and then persuading him to call to set up an appointment with you NOW.
Which type of ad should you use?
Obviously, as a direct response copywriter and consultant, I'm going to favor the response ad. There are a number of reasons for this beyond just immediate response, but I'll cover those reasons in a different brief.
There are times when the presentation ad makes sense. For example, if your practice is running pretty much at full capacity and you don't want many new patients, simply keeping your name in front of prospects will give you name recognition and the slower influx of new patients that you do need.
It too can lead to name recognition, if run consistently, but it's primary purpose is to generate new patient appointments ... now. Unlike the presentation ad, the response ad goes beyond the basics and utilizes a variety of tactics and techniques designed to assist the prospect in recognizing a dental need or want NOW ... and then persuading him to call to set up an appointment with you NOW.
Which type of ad should you use?
Obviously, as a direct response copywriter and consultant, I'm going to favor the response ad. There are a number of reasons for this beyond just immediate response, but I'll cover those reasons in a different brief.
There are times when the presentation ad makes sense. For example, if your practice is running pretty much at full capacity and you don't want many new patients, simply keeping your name in front of prospects will give you name recognition and the slower influx of new patients that you do need.
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