I've been a direct response copywriter/consultant for over 20 years. I've created ads and direct mail packages that have successfully sold newsletters, magazines, seminars, gourmet foods, swimwear, real estate, gold coins, collector items, books, CDs, stock ticker replicas, plastic surgery, health products, fertilizer, hobby rockets, fake fingernails, videos, medical conferences, to name just a few.
None of that, however, has been as consistently challenging as selling dentistry to consumers. Not even close.
Why?
Here are three reasons ...
1. There are very few people who WANT to go to the dentist. People seldom associate going to the dentist with fun, comfort or pleasure.
2. Dental work is expensive. And, most people would prefer to spend that money on virtually anything else.
3. It involves sharp instruments, drilling instruments -- over which you have no control -- being used in your mouth. And you're usually expected to be still for an hour or more. That's the near perfect anxiety situation.
That's a lot to overcome. Fortunately, it can be.
Copyright 2008 by Galen Stilson
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