On Cosmetic Dentistry

The Dentist Has A Toothache!

Dr. Don Aronson "The e-Doctor"

Wow! You wouldn't believe it! The dentist had a toothache!

The other night after supper, I found myself with a broken filling, and the beginning of a "whopper" of a sore tooth.

Finally I went to bed about five hours early...at 7:30 and went right to sleep. Somehow, my subconcious mind must have thought I was still awake!

Ever had that experience?

Thoughts of advertising, banners, search engines, and all the ads we see on the "web" kept running through my head.

Then it came to me (of course by now it was 2:30 a.m.) !

I jumped out of bed and made the trip to my office ... exactly 28 steps!

All of my years of marketing finally came together and it applied to Internet marketing.

Almost a half-century ago (no kidding) in an advertising course I heard about a man by the name of Elmer Wheeler. Just in case you haven't heard of him...he's the originater of the expression "Sell the sizzle, not the steak".

Create a picture in your reader's mind about what your product will do for them.

People purchase what they WANT, not what they NEED.

I can remember as a student at S.M.U. driving home on the weekends and seeing "old shacks" off the highway with TV disks in the yard. Now tell me, did they really need that? Wouldn't some house repairs been money better spent? But no, people were sold on the "sizzle" and how much enjoyment they'd get out of it.

In your advertising, don't write a sales letter. Write a description of the benefits the person will receive by purchasing your product. Motivate them....don't sell them. When you do that, they buy from you...you don't sell to them. There's a big difference!

I see so many ads that save the price of the product for the very end (hey, how many times have you just scrolled through the sales letter to see how much it is?).

Never end your presentation with the cost....end it with the benefits. Create desire (sizzle), make them feel they need your product ("what's in it for me") and then show them how their dreams can be realized.

Now you ask, what's the deal about the toothache? Well, our subconcious mind is a powerful thing...know how sometimes you can't remember a name, date, or place? Then hours later, when you're not even thinking about it, the sought after information just "pops" into your head?

That's your subconcious mind at work!

For many years I kept either a small tape recorder or a small pad and pencil by my bed. If I woke up thinking about something I'd just make a note of it. Early on I found out that by morning I'd forgotten it again, so the notes came in really handy.

Your job is to create desire in your advertising...create a mental picture of the results of buying your product.

In that scenario, price is secondary. Fulfilling a "WANT" is primary.

Just remember...in your business you have a partner...unpaid, unselfish, always willing to work...it's your subconscious mind.

Listen to it ~ ~ and SUCCEED ~ ~!

* Don Aronson is editor of the free weekly

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His website is: http://www.cybizops.com

(c) 2001 Aronson Marketing Solutions