How many marketing claims should a dental ad actually contain? One. Rosser Reeves' research, run over fifty years, consistently showed that consumers can hold one strong claim in active memory from any given promotion. Two claims cancel each other out. Three creates noise. The marketer's instinct is to load every ad with the practice's full list of advantages because each one feels important. The consumer files those ads under 'another dentist who sounds like all the others.' Pick the one claim that matches your highest-value patient's deepest problem. Build the ad around that single claim. Tie any secondary mentions back to [...]

How many marketing claims should a dental ad actually contain? One. Rosser Reeves' research, run over fifty years, consistently showed that consumers can hold one strong claim in active memory from any given promotion. Two claims cancel each other out. Three creates noise. The marketer's instinct is to load every ad with the practice's full list of advantages because each one feels important. The consumer files those ads under 'another dentist who sounds like all the others.' Pick the one claim that matches your highest-value patient's deepest problem. Build the ad around that single claim. Tie any secondary mentions back to [...]

How many marketing claims should a dental ad actually contain? One. Rosser Reeves' research, run over fifty years, consistently showed that consumers can hold one strong claim in active memory from any given promotion. Two claims cancel each other out. Three creates noise. The marketer's instinct is to load every ad with the practice's full list of advantages because each one feels important. The consumer files those ads under 'another dentist who sounds like all the others.' Pick the one claim that matches your highest-value patient's deepest problem. Build the ad around that single claim. Tie any secondary mentions back to [...]