Don’t Make These Emotional Marketing MistakesSeptember 26, 2017 by AACD Executive Office
by David A. Hall, DDS, AAACD – President, Infinity Dental Web
Logically, the first method should have worked better than the second. The problem was that it created a negative emotional first impression that we couldn’t overcome later with logic. This is a marketing principle you need to understand. Pay attention to your website, because it is the first impression most prospective patients will get of your practice.
Emotion and Selling Dentistry
There are several highly charged emotional issues stirring, maybe consciously, maybe subconsciously, with your prospective patients as they look to choose a dentist. Are you going to hurt them? Do you know what you are doing? Are you going to do procedures that they don’t need? Our own research at Infinity Dental Web and that of others confirms that as the prospective patient is looking at your website, they are quickly taking away some first impressions that have made an emotional connection with them, either positively or negatively. The rest of their experience on your website is merely an effort to validate, using logic, the emotional decision they have already made subconsciously about whether or not they are going to make an appointment.
Three Emotional Mistakes Dental Marketers Make
As I look at dental websites, I see three big mistakes that the writers of the websites make, and all three are a misunderstanding of the importance of emotion in marketing.
Bragging undermines trust, and trust is the primary emotion you want to cultivate on your website. This is difficult for some dentists and marketers. Naturally, you want prospective patients to know about your achievements and credentials. But there is a way to present those without looking like you’re bragging. This is done by presenting the achievements with a matter-of-fact tone without any embellishments, as if you’re a reporter, not a salesperson.
Of course you want people to make an appointment. But you need to understand that there is a critical question lurking in the back of the mind of every prospective patient: “Do you care more about me, or about the money?” When you are over-eager for patients to choose you as their dentist, you not only undermine trust, but you undermine your credentials. Why, they ask themselves, if you are so good, do you need to hawk new patients so intensely? The tone you want to portray is welcoming, friendly, and available, but not eager. We have done a study that showed that a modest increase in eagerness portrayed on a client’s website home page depressed the phone calls by 30%.
3. Cheap Websites
If you are trying to tell patients that you will make them beautiful and you have a cheap-looking website, that combination is contradictory. People have a strong emotional association between beauty and expensive. If their first impression of you is that you are cheap, it is going to be a difficult sales pitch to get them to schedule high-end work.
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