Seven Medical Copywriting Secrets
1. Write great headlines.
People dont read copy, they scan it. Advertising great David Ogilvy said 80 cents of your advertising dollar is spent on the headline. Good headlines bracket the copy and get read much more. Spend 80% of your energy on the headlines.
2. Use you and your in the headline.
if you put these words in your sentence it becomes more urgent and spoken more directly. It creates stronger emotion which creates stronger copy.
3. Create emotion.
Medical advertising is not about the procedures, its about the way you feel after having them done. emotions are motivators. Trust, fear of pain, comfort, and pride, are just a few emotions that create powerful feelings in the reader. If you want people to remember it evoke an emotion.
4. write like you talk.
If you want to sell tractors to farmers you should talk like a farmer. Speaking in the voice of the your prospect establishes rapport and creates immediacy. Advertising should not sound like a term paper. Keep it simple, talk in the vernacular.
5. lead with benefits.
Benefits are all about the patient. Focusing on benefits is the secret to showing things have value. Its not about you. Lists of benefits are very powerful.
6. Testimonials are the most powerful advertising.
The best headlines are written not just in the voice of the patient but actually by the patient. The most powerful ad campaigns have your actual patients with great photography and great stories. Its powerful and creates social proof that just a headline and stock photo cannot compete with.
7. Focus on one big idea.
You just cant cram everything you do into a 4-inch Yellow Pages ad. Youre better off with a great photo, a powerful headline, and get out of the way. Get the phone number in front of them. Make something simple and clear.
Six Common Medical Advertising Mistakes
1. Low quality. If youre purporting to be an amazing, world class cosmetic surgeon you probably shouldnt cheap out on your marketing. What emotions do low quality evoke? Right. Not the ones you want. It is extremely difficult to sell a high end product with sloppy, weird or home cooked marketing. You expect your patients to seek out a qualified professional. You should do the same thing. 2. Too broad. This is the reason you dont advertise in People magazine. You would be paying too much for that broad reach. Its why many markets are too big for tadio and TV advertising. Medicine is geographically driven. You wont pull from neighborhods and communities that are too far away. Many mediums require you to pay a premium to reach patients that are beyond your pulling area. 3. Frequency too low. If youre running radio, a month is probably not l
Six Ways To Improve All Your Medical Advertising
1. Is it clear? listing all your procedures is not a great advertising campaign. when you strip an ad down to its core, it only needs a strong concept and a strong design. if its not clear what your message is, you should pull the junk out until it gets clear. You should have one big overriding idea running through your ad. 2. Is it memorable? A lot of times this comes down to the design. Great photography is memorable. Powerful headlines are memorable. Amateurish design is not memorable. Theres so much going on in any kind of advertising format its critical you stand out. Look at your ad and think, whats the takeaway? Why are they reading this? What are they supposed to do? 3. Check the grid. The grid is a design term for the invisible lines that hold the ad together and makes the elements line up properly. Bad advertising often lo