How simple should dental marketing messages actually be? Simple enough that someone with below-average intelligence understands them without effort. That sounds insulting until you remember that the average professional has an IQ near 120 and the general public lives on a bell curve that includes everything below. The patient who can write you a check for thirty thousand dollars may not score 120. If your message requires that score to decode, you have priced out half your market on cognitive grounds alone. Use short sentences. Concrete words. One idea per paragraph. The instinct to sound smart in your marketing copy is [...]

How simple should dental marketing messages actually be? Simple enough that someone with below-average intelligence understands them without effort. That sounds insulting until you remember that the average professional has an IQ near 120 and the general public lives on a bell curve that includes everything below. The patient who can write you a check for thirty thousand dollars may not score 120. If your message requires that score to decode, you have priced out half your market on cognitive grounds alone. Use short sentences. Concrete words. One idea per paragraph. The instinct to sound smart in your marketing copy is [...]

How simple should dental marketing messages actually be? Simple enough that someone with below-average intelligence understands them without effort. That sounds insulting until you remember that the average professional has an IQ near 120 and the general public lives on a bell curve that includes everything below. The patient who can write you a check for thirty thousand dollars may not score 120. If your message requires that score to decode, you have priced out half your market on cognitive grounds alone. Use short sentences. Concrete words. One idea per paragraph. The instinct to sound smart in your marketing copy is [...]