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.