Know your objective before you start writing advertisements—It almost sounds too simple, right? Most businesses use ads to generate business, secure sales, and make money; however, to be effective, advertisements should be more specific.
Many business owners spend too much money on advertising that does nothing more than list their services, location, and hours of operation. Advertisements of this caliber usually produce an indisputable lack of results, and the money spent would be more useful if put toward other endeavors. Remember, there are two parts to every advertisement: the medium and the message.
GENERATE LEADS, NOT SALES
In a few cases, it is appropriate to advertise to generate sales. In most cases, however, it is more appropriate to advertise to generate leads. Lead generation means winning a captive audience with a prospective customer. We once mentored a client who owned an upscale consignment furniture store. The owner's original $20,000 radio advertising campaign failed because its message had no hook to get people to come into the store and see the products being sold. The original message was simply that they had an assortment of upscale furniture that the listener must see. The store's name, location, and hours of operation were listed.
We designed a new ad campaign that featured an inventory update list highlighting the shop's rotating furniture supply. The update mailed in hard copy form every 2 weeks to individuals who signed up to be on the list. Once a Web site was created, customers could receive updates via email. Walk-in traffic nearly doubled, and more than 30 people asked to be added to the inventory update list daily. This strategy worked because it offered something tangible to customers and gave them a no-risk offer as the call to action.
If advertising is legal in your country and you have an advertising campaign, think about the message in each of your ads. Perhaps it also needs more information. Pick the appropriate campaign and a message that will be appealing and specific enough to your direct audience.
PROVIDE MORE INFORMATION
Many refractive practices assume that all who see or hear their ad will be ready to undergo a refractive procedure. In reality, advertisements rarely motivate potential LASIK patients to come in for a consultation and sign up when they arrive. Instead, many people who are interested in LASIK want to know more about it before they come in for a consultation.
Again, the take-home message is that you need to know exactly what you are trying to accomplish before you formulate an advertisement. Use your Web site as a way to inform prospective LASIK patients about the procedure and what makes your practice different from others they may consider. Highlighting your practice through additional advertisement venues will strengthen your campaign. We have found that radio is one of the best venues for LASIK advertising; however, survey your patients to find out what the best media source in your area is. Find out what radio stations; TV shows; magazines and newspapers, including the popular sections; and Web sites are the most popular to the population you are trying to reach. Answering these questions will guide your media selection.
The bottom line is: You must think about your ads and where they will run before designing them. What are you trying to accomplish? How can you get more people to at least say they are interested? Offer your prospective patients something that lowers their risk as a consumer, and always offer them more information.
Doug Sims is the President of Fast Track Marketing, specializing in LASIK and refractive surgery marketing and advertising. Mr. Sims may be reached at doug@fast-trackmarketing.com; www.fast-trackmarketing.com.
