Diane: “Yes, it does. Now that you mention it, what does your business card say?
Josh: “Very funny. I have several. But one in particular is a good example of communicating a very strong “reasons why” message right in the name of the product. This card calls out to a specific audience; it gets your attention because it promises something that everyone wants. It is simple, practical and focused. And it establishes my expertise, credibility and authority in three words or less.”
Diane: “Ok. So are you going to tell me what it is or not?”
Josh: “This interview isn’t about me. It’s about you. So let’s focus on Natural Nutmeg advertisers and what they can do to get more appointments.”
Diane: “Alright. But I’m just dying to know. Will you share this later?”
Josh: “If your readers and advertisers want to know, they will need to call you. My firm is crushed with work…Anyway, I’ll give you an example. Is that fair?”
Diane: “Yes. If you were a health practitioner, what name would you register?”
Josh: “If I was competing with the other physicians in your maga- zine, I would sharpen my focus. There is a big category of advertis- er missing in your magazine. I’m actually kind of shocked because it is something I would want myself.”
Diane: “Go on.”
Josh: “Diet Plans That Get People Off Medications. Then, I’d follow a trend. There is a ton of good press on “plant based” diets and how beneficial they are. The proof is overwhelming in terms of weight loss, lower rates of heart disease, cancer and hypertension. It’s a no brainer.”
Diane: “I’m following you. That makes sense. And the name is?”
Josh: “
WholeHealthDiets.com or
StatinFreeDiets.com if you wanted to flag a specific demographic of baby boomers trying to get off medication. It’s a big promise and most people on medica- tion really want to be off of it. You wouldn’t own the domain name unless you could deliver. So it grabs your attention and makes you an expert in something people want in 3 simple words.”
Josh: (1) Now not every one of your advertisers can pull this off, but owning a name that promises a real benefit and establishes your authority is a very strong message. As my physician, I need to know that I can trust you.”
Diane: “I see that. What do you think private practitioners need in their ads to get Natural Nutmeg readers to pick up the phone and call them?”
Josh: “Let’s start with this: The structure of your ad is important. Even if your ad is basic, you must follow basic rules. Every time I ig- nore them, I lose money. Ignore these principles at your own peril:”
“(2) Your headline must call out to your audience and grab their attention. It must be simple and easy to understand. And it needs to make a “sensible” promise for resolving a problem that you can deliver on. If possible, your headline should establish your authority and expertise. Its ONLY purpose is to get people to read your ad. So make it newsworthy and intriguing.”
Diane: “Ok. I get that. What’s next?”
Josh: “(3) The subhead. Your subhead intensifies the power of your main headline to draw people into your copy. These are the most “read” parts of any ad. They are workhorses. Spend 85% of your time on them.” Josh: “(4) Now, if you are in private practice, put a clean headshot on your ad. As someone who sees patients face-to-face, you need to anticipate the discomfort people will feel “not knowing” you. Your relationship is intimate. And your ads should be the same. They will want to know that you are reputable, professional and honest.”
Josh: “(5) And that you have integrity. This means that you do what you say. You keep your word and your promises. And you are ac- cessible to them.”
Diane: “Can you give me an example of “integrity” for private practitioners?”
Josh: “Sure. If you are selling age-reversing diets, you must look much younger than your actual age. I can’t emphasize this enough: how people respond to your visual image is your most important proof element other than patient success stories, local endorse- ments and scientific evidence. Remember that people judge you instantly. If they think you have an honest, kind face, they keep reading. Prove it works just by looking the part.”
Diane: “That brings up a good point. Some doctors don’t look healthy, but they sell advice on health. Are you saying that my advertisers can’t get away with it?”
Josh: “Well this interview is about maximizing response. I think that you would agree if Dr. Oz weighed 320 lbs, no one would take him seriously. Maybe he would be a good contestant for The Biggest Loser. But he wouldn’t have millions of people waiting in line to buy his health books.”
Diane: “Ok. I get it. What else?”
Josh: “(6) Every other design element, photo, caption, color, logo, layout has one purpose: to get you to read the copy. The more hypnotic and compelling your ad, the more likely Natural Nutmeg readers will read it and come to a favorable conclusion about you.”
“(7) Make sure your pictures tell a complete story. Learn to think visually about how your new patients are feeling (Why they stay with you has less to do with why they came in the first place).
(8) That’s why, when you use testimonials in an ad, they should speak to a measurable result and not that you are “a really nice person.”
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