Friday, July 29, 2005

Dentistry - Your Neighborhood Dentist - Dentistry Articles

Almost a half-century ago (no kidding) in an advertising course I heard about a man by the name of Elmer Wheeler. Just in case you haven't heard of him...he's the originater of the expression "Sell the sizzle, not the steak". Create a picture in your reader's mind about what your product will do for them. People purchase what they WANT, not what they NEED. I can remember as a student at S.M.U. driving home on the weekends and seeing "old shacks" off the highway with TV disks in the yard.Now tell me, did they really need that?Wouldn't some house repairs been money better spent?But no, people were sold on the "sizzle" and how much enjoyment they'd get out of it. In your advertising, don't write a sales letter.Write a description of the benefits the person will receive by purchasing your product.Motivate them....don't sell them.When you do that, they buy from you...you don't sell to them.There's a big difference! I see so many ads that save the price of the product for the very end (hey, how many times have you just scrolled through the sales

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