If you stay in the same business for a long time, you’ll keep hearing some things over and over. People have been telling me for years that satellite radio is going to replace terrestrial radio. Anyone who bought stock in Sirius and XM can tell you that this prediction seems a long way off right now.
Over the years I’ve also often heard that radio doesn’t work for dentists. I’ve worked with hundreds of practices, from Anchorage to Miami, that could tell you otherwise, but here’s ten ways you can make this one come true:
- Assume that everyone listens to your favorite station. Heck, if the team plays it at the office, then that’s the one where we should buy some advertising!
- Find out which station has the most listeners and buy that one. There’s no need to research the demographic mix of listeners. People are people, right?
- Try out a station for a month to “see if it works”. If you’re not getting fabulous results right off the bat, quit and try something else. That whole “frequency” thing is just a scam to get you to keep buying ads.
- Instead of focusing your message on high-value services that distinguish your practice (like sedation, implants, Invisalign, etc), just let everyone know that you’re the dentist office “that cares”. Nobody else cares, and you should let the public know that you do. If that fails, try telling people that you are a “cosmetic” dentist.
- You’ve got 60 seconds to get your message across, so make sure you let the audience know every fellowship you’ve earned and every dental association you’ve joined. People will be very impressed hearing obscure but prestigious names being used. That’s a good use of your limited time.
- Don’t focus on benefits and solving people’s problems. Tell people all about yourself and the features of your office. The audience will find that stuff fascinating.
- Don’t give a web address. Who uses that internet thing anyway?
- Even though media buyers are experts at getting the best deals and placing the most efficient schedules, make sure to buy all your advertising yourself. So what if the radio station pays their commission and you get all their service at no charge. You’ve got nothing better to do, so why not sit through appointments with every radio rep in town? Just because the reps work for the station doesn’t mean they won’t be objective – right?
- When deciding on a budget, just pick a number that feels right. Even better, just advertise on months when there is a surplus and you feel you can afford it.
- If the economy slumps, terminate all advertising, and huddle in the fetal position until outside forces change. That’s what the competition is going to do, so you won’t lose any market share.
Posted by Ed Ridgway 
Posted by Ed Ridgway 
Posted by Ed Ridgway 
