Title - Tell the full story Tags - marketing copywriting
When you communicate with a prospective patient via media, it’s the equivalent of a one-on-one conversation in your practice. You are talking to one person at a time. You have their attention. It may have taken you a while to get their attention, but now you have it. You are sat across from them. In this situation, would you restrict yourself to 30 seconds to discuss whether and how you could help the man and his business? Of course not. You may have an idea of what the man’s problems are, and some idea of how your product or service could help, but you probably have no idea what problems he sees himself. You need time to talk and ask questions. Media is powerful because it allows you to duplicate conversations like this for a fraction of the cost. Its major disadvantage, though, is that you don’t have the luxury of having a personal conversation with everyone who reads or listens to your message. Therefore, you have to cover all of the bases. You have to discover all of the problems that the other person might have and present all of the benefits that might appeal to them. More: it’s best to assume each person will never see any message you put out ever again. You have their attention now, so tell the full story; cover all of the bases. This usually results in a long message - in qrtiten, audio or video form; probably much longer than you’re used to. So don’t assume that people won’t consume it all because “people have short attention spans nowadays.” There is some truth to that, of course, but you better believe that if someone has agonising tooth pain - or they’re ashamed of how their teeth look in pictures - they will consume every word you write that solves their problem.