Advertising Whitening
When you advertise whitening, it is important to remember the marketing axiom of promoting benefits instead of features. Your audience is not interested in the exact percentage of peroxide that you use or the name of your take-home-whitening kit. But they will respond to a message that tells them a dentist can whiten their teeth better than any over-the-counter product. Everyone wants “the best”, and only a dentist can offer it.
Your competition, of course, is not just the other dentists. See this article, comparing over-the counter products: http://www.realsimple.com/realsimple/gallery/0,21863,1629594,00.html. The headline reads, “These shining at-home brighteners will give you something to smile about (without having to face the dentist)”. Apparently, some view not seeing a dentist as a benefit. Counter this with the truth – your method is undisputable better than anything else available.
