A lot of advertisers on the radio tell listeners they should do a multitude of different things. Their ad will encourage a person to visit their dental practice, call their phone number, visit their website and buy their product. This is a classic mistake. Humans are programmed to do one thing at a time. This is why it is important to provide a call-to-action at the end of the dental radio ad that says exactly what the listener should do after hearing it.
This isn’t just marketing advice, it is psychology. Some advertisers believe that giving a person a choice is the best course of action, since it gives every one that listens options. With options, a person will choose the path that is easiest for them, which in theory would lead to more business for the advertiser. Someone without a phone has another way to contact the advertiser, either by visiting the business or accessing a website. But this logic is flawed.
When a person must make a choice, paralysis—even if temporary—sets in. This temporary paralysis may be just long enough to cause a person to not act. Not acting means fewer patients will come to your office, and consequently, you’ll earn less money.
When you decide what this call-to-action is, it is time to construct an radio advertising spot that will work up to that action. The advertisement should always end with the call-to-action. You can’t put it at the beginning, since you haven’t built any relationship with the listener. They don’t know what you are all about. Putting it in the middle can lead to your message being lost.
When it is put at the end, there is a clear buildup to the task and a relationship has been built between advertiser and customer. After all, why would someone wish to visit your dental practice before they even know what you’re offering them? Put your call-to-action at the end and make it compelling.
In summary, when advertising on the radio, it is important to have a clear message, with one specific call-to-action. Secondly, this specific action must be requested at the end of the ad, after the listener has been given reason(s) to comply. Do these two things and your radio advertisements will work better than ever before!
At Dental Practice Group, our dental practice management professionals have solid experience developing radio scripts for our customers. Give us a call now at (888) 659-9299 to learn more about how we can help your practice grow.
