What are ‘vampires’ in dental advertising and why do they hurt results?
Vampires are creative elements in an ad that look great, win design awards, and contribute nothing to the main message. A clever headline that doesn’t name the problem. A beautiful image that doesn’t show the solution. A photograph of the office that competes with the patient testimonial. Reeves called them vampires because they suck the result out of the money spent. Today’s dental advertising is full of vampires that design firms love and patients ignore. If a creative element doesn’t reinforce your one strong claim, kill it. Award-worthy and effective are not the same thing.
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