I came across Dr. Fairfield's article on writing copy in an Advance for Healthy Aging web site. He highlights many excellent points.
When creating any kind of advertisement, remember you must ask yourself this "what does my patient want to know" and "why should they care?".
Dr. Fairfield feels that mentioning brands of lasers is unimportant. I disagree -- if the branded laser has received great media coverage, then you should leverage that visibility in your ad (i.e. Pearl Laser as seen on TV show, The Doctors or Titan as seen on Access Hollywood or Extra!). Consumers want to look like stars and have treatments that celebrities may have experienced.
Advertise what you can offer patients and why they should come to you for those procedures (injectibles, permanent hair removal, skin rejuvenation, vascular treatments, fractional skin resurfacing or skin tightening) with copy that appeals to them.
When creating any kind of advertisement, remember you must ask yourself this "what does my patient want to know" and "why should they care?".
Dr. Fairfield feels that mentioning brands of lasers is unimportant. I disagree -- if the branded laser has received great media coverage, then you should leverage that visibility in your ad (i.e. Pearl Laser as seen on TV show, The Doctors or Titan as seen on Access Hollywood or Extra!). Consumers want to look like stars and have treatments that celebrities may have experienced.
Advertise what you can offer patients and why they should come to you for those procedures (injectibles, permanent hair removal, skin rejuvenation, vascular treatments, fractional skin resurfacing or skin tightening) with copy that appeals to them.
Powered by Compendium Blogware
Comments for Writing Copy That Sells by James C. Fairfield, MD, FAAD