I just clicked on another Facebook Pay per click ad.
As you may know, these are the ads you see on the right hand side of your personal Facebook Wall. Typically you’ll see a small photo or image and some copy.
Anyway, I just clicked on an ad for dental marketing. Not sure what the guy has done for his ad to appear on my FB wall. His targeting must be off… But anyway.
The main reason I clicked on the ad is this. One of my clients is a dentist. He’s done very well from using my copywriting and advice. But now he wants us to work together and offer dental marketing to other dentists. We’ll see what happens… maybe we’ll do this maybe not.
Anyway, back to this dental marketing guy…
I clicked through to his web site and came across this copy;
“… I have been getting serious results with my clients since 2009. What I do works, it’s as simple as that. Typically clients talk about rapid double digit growth driven by a renewed passion for dentistry…”
Well let’s just consider the above shall we dear reader. Every sentence sets up an expectation in the reader’s mind.
He says.
“I have been getting serious results with my clients since 2009.”
He’s just made a claim. But he does NOT prove the claim immediately afterwards in the proceeding sentence. So what as readers do we think?
Hmm.
This marketing guy then says…
“What I do works, it’s as simple as that.”
But again his next sentence does NOT prove this.
Hmmm.
He then says.
“Typically clients talk about rapid double digit growth”
But once again he does NOT prove this statement.
So as a result of NOT backing up his claims the copy just comes across as BS. Unbelievable. Hype.
Now I’m not knocking the guy. I’m sure he’s very good at what he does. But his advertising sucks.
See when I write sales copy for a client every time I make a claim I back it up with proof. If I can’t proof the claim I remove it.
The thing is when you back up every claim in your advertising then more people believe it. So you make more sales and higher profits.
So if you want ads and marketing that makes your phone ring – contact me and we can have a chat.
Warmly
Mark