Why does rotating dental marketing messages hurt results?
Rosser Reeves, one of the founders of scientific advertising, ran the foundational studies on this in the 1950s. Consumers can hold only a small number of claims about a product or service in active memory. When you rotate messages, you reset that memory each time, and the consumer never builds the recognition that converts to a call. Reeves’ data, drawn from nearly fifty years of measurement by his teams, is even more relevant now in an environment of overstimulation and short attention spans. Pick a small set of claims about your practice. Hammer them. Rotation feels like creativity to the marketer. To the consumer, it feels like a stranger every time.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.