Issue #52 - 8.19.08

Joel Harris, President ADA Intelligent Dental Marketing, Inc. Printer Friendly Version

Don’t Forget the Tagline!

I love great logos. I also appreciate great taglines. And when you combine a great logo with a great tagline, you have created a powerful marketing combo that can communicate a lot in a very small space. Because you can use such a combo on every piece of communication about your business, you have the opportunity to imprint the message into the brains of your prospects without spending a lot of money.
Unfortunately, when it comes to dental marketing, combining an effective tagline or slogan with a logo is usually overlooked. (Even though Webster’s Dictionary doesn’t agree, the words “tagline” and “slogan” are pretty much interchangeable. I tend to use the word tagline.)

Now let’s cut to the chase:
An effective dental tagline sells the benefits of your practice instead of its features. “Family and Cosmetic Dentistry” is not a tagline; don’t merely describe your services.

I cringe when I see a dental tagline that is just bragging. Claiming to be thegreatest dentist in the world isn’t a statement of benefit. Consumers don’t care that you are #1 in any category. Consumers don’t care that you are the best or most or first. Consumers respond to messages about their needs and solving their problems. It’s also a mistake to be cute simply for cuteness’s sake. Personally, I think this flawed approach to creating a tagline has its roots in the advertising approach of many of the world’s most recognized companies. Dentists see the way lots of big companies have catchy and fun taglines, and they follow in their footsteps with such taglines for their own practices.

The funny thing is that marketing research shows that consumers don't necessarily purchase any more products or services because of a catchy tagline. Some companies may get additional recognition, but they don't necessarily generate additional customers or sales. Meanwhile, the entire point of your dental marketing is to get new patients.

Everything about your dental marketing should increase the response you're aiming for (i.e. more new dental patients, more referrals, etc.). So how do you do that with your tagline, if you're using one?

Well, for one, don't try to create a tagline that people will remember. Instead, develop a tagline for your practice that conveys a big promise and desired benefit to your target market. Be crystal clear about what patients get from your practice that they don't get anywhere else.

There's an art to developing a great practice name and tagline. Begin by writing down a few sentences that describe the core benefits your practice provides. Break down those sentences to capture the bare essentials.

Here are some creativity tools to help you create a great tagline:

1. Use a two-fold message with a twist: “Common sense. Uncommon results.”
2. Show your unique commitment: “We try harder.”
3. Address a specific need: “For women whose eyes are older than they are.”
4. Explain product superiority: “Takes a licking and keeps on ticking.”
5. Be abstract but client-centered: “After all, it is your information.”
6. Evoke a benefit in a fresh way: “Let your fingers do the walking.”
7. Use an emotional call to action: “Reach out and touch someone.”
8. Use a call to action: “Put a tiger in your tank.”
9. Suggest the cost of not using your product: “Because so much is riding on your tires.”
10. Combine your service with your client: “You and Betty Crocker can bake someone happy.”
11. Describe your service and its #1 benefit in two words: “Advertising pays.”
12. Make a compelling promise: “The world on time.”Say it staccato: “Soothes. Cleanses. Refreshes.”

If a tagline is executed well, it becomes part of the culture of the practice. When new patients call or ask about your dental services, answer with a conversational version of your tagline. And never forget to live by the benefits stated in your tagline. In a sense, it becomes your pint-sized mission statement and can be used to help your team stay focused on the values that patients find important.

Joel Harris is CEO and Co-Founder of Intelligent Dental Marketing, one of the nation’s leading dental marketing companies focused exclusively on dental practices. Intelligent Dental Marketing provides powerful marketing tools to help dentists grow their patient base, increase their profit and improve their image. Joel can be reached directly at 877.942.8855.

Interested in speaking to Joel about your marketing concerns? Email him at joel@thedentistsnetwork.net.

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