While much has changed in the advertising world with the move to custom marketing solutions, it’s crucial to remember that advertising can determine
what makes one company successful over another. Advertising, like it or not, is still the most powerful influencer and persuader. And, if it didn’t work, US firms wouldn’t invest more than $240 billion in 2020 alone. Despite what you might hear from some other marketers, great advertising is more than a great call to action alone. Great CTA’s may help with short-term sales, however, your advertising must extract emotion in order
to persuade someone to visit your clinic, or put simply, build a relationship with you. The best (and some of the most recognisable) advertising will always make an impression!
Rosser Reeves invented the phrase USP (Unique Selling Proposition). What makes a product or service valuable to the end customer and what sets your company (or product) apart from the competition is the first step in creating a successful ad. According to Reeves, there are three components to that USP:
1. Every advertisement must offer a consumer proposition. Be straightforward. “If you buy this product, you will receive this exact advantage.”
2. The offer must be something that your competitors can’t or won’t provide. In other words, it must be one-of-a-kind.
3. It must be powerful in order to persuade them to buy what you’re offering.
Analyse your products and/or services and its users. Consider taking your viewers on a journey when you advertise, as storylines are memorable. In the same way that we recall our dreams, our brains are more successful at remembering an action, rather than a single name or image.
Customers should be surveyed to learn not just why they buy your product or service, but also what they “think” about your business. Today, you can simply do this yourself or hire a third party to do it for you using Survey Monkey. Choose our custom marketing solutions and our team will help get the ball rolling for you.
Reviews and Testimonials
Although the regulations regarding testimonials and reviews have not changed, it appears that there is now considerable leeway in their enforcement. You can’t utilise testimonials in your paid advertising anymore. The regulations continue to prohibit testimonials concerning your clinical care, which is defined as:
● Symptoms and the reason for seeking care.
● Your medical condition and treatment.
Be Careful About Your Title
The rules’ underlying theme is to avoid deceiving the public. As a result, you must be cautious in how you display your title, credentials, and areas of expertise. Do not describe yourself as a “specialist” or create the idea that you are one unless you are registered in an appropriate expert category. However, It is appropriate to state that you have a particular interest in a field of practice.
A Dynamic Approach To Comply
Conduct regular audits with a large enough sample size to gain insight into your industry and its advertising habits. This way, National Boards can be informed about the overall advertising and non-compliance rates for your profession can be discussed. It also helps to determine whether any profession-wide education interventions are required to improve compliance.
If you’re looking to advertise your shop, studio or clinic – contact us today to get started. We take pride in staying on top of advertising regulations, whether that’s AHPRA for our Australian allied health clients, or simply Facebook and Instagram best practices and algorithm updates. When it comes to advertising, we know our stuff – and we’d love to take your business to the eyes of new customers.