Marketing Tips for Dentists
Published by Galen Stilson
Direct Response Copywriter/Consultant
Dental Marketing a specialty
THE IMPORTANCE OF CLEAR COMMUNICATION
As Iíve said before in this newsletter, it is absolutely imperative that
your ad copy be crystal clear to your prospect.
You canít afford to have a prospect wondering what you meant ... or
misunderstanding your intent. If prospects donít precisely understand
your copy ó and understand it on first reading ó the outcome is likely
not to be to your liking.
Let me reinforce the importance of clear communication via a quick, little
A hapless hobo comes to the front door of a neat looking country home and
raps gently on the door.
Soon, the well-dressed owner of the home -- a dentist -- answers, "Yes,
what is it ?"
The hobo begs, "Please, sir, could you give me something to eat? I
haven't had a good meal in several days."
The dentist sternly says, "I have made a fortune in my lifetime by
providing quality services for people. I've never given anything away for nothing."
However, if you go around to the back of the house you will see a gallon of
gray paint and a clean paint brush. If you will paint my porch back there, I will give you a good meal."
So the hobo gladly agrees and quickly goes around back. Soon afterwards,
he again knocks on the door.
The dentist smiles, "Finished already? Good. Come on in. Sit down. Enjoy
After the hobo finishes a grand meal he turns to the dentist and says,
"Thank you very much, sir... By the way, there's something that I think
you should know. That's not a Porche you've got back there. It's a BMW."
As this story points out, sometimes seemingly clear communication ...
Before you ship that ad off to the newspaper (or the direct mail package to
your printer), re-read your copy. Then, have other people read it. Watch
them. Do you find them re-reading portions? Do they look confused? When
finished, ask them questions to make sure they got out of it precisely what
Look for every possible instance of potential reader misunderstanding in
your copy. Then, correct it. If you don't, you'll be wasting much of your
Copyright 2006 by Galen Stilson. Reproduction without permission is strictly prohibited.