Next, you need to state your case for your services. Just like a trial attorney would present a case to a jury, you need to prove beyond a reasonable doubt that your services provide potential patients the best value. You base your argument on the emotional hot buttons and needs of your target market. Compare specifics about your practice with the criteria patients should use in selecting a provider. As the marketer, you are the attorney and your prospects are the jury. If you present your arguments well, you get the business.
You need to provide evidence to support your claims
The kind of evidence you need to present varies depending on your specialty and the demographics of the audience you are targeting. Generally, the types of evidence you can provide include testimonials, endorsements, results of studies, awards, copies of board certifications and completions of residencies, statements of guarantees, charts, statistical comparisons, checklists, Better Business Bureau ratings, professional association standings, and hospital affiliations and status. Avoid generalities and stick to specifics.
How long should your ad copy be?
The copywriters’ objective is to present the case for your services. If it can be achieved in ten words, great. If it takes 1,000 words, and you have the space for it, that’s fine too. If your headline and sub-headline have been written well, prospective patients will read long copy as long as it provides important information that will aid in their decision making. Descriptive copy headers help the reader focus on the information that is most important to them. We recommend these if you have long copy just like we use them in this article. Because space is usually an issue, just present the key points of your argument in your ad. Offer readers an invitation to get the remainder of the details through a report, website, CD or DVD.
