Newspaper Ad - Winchester Avenue Dental Surgery
Client
Winchester Avenue Dental Surgery offers high quality dental care ranging from general check-ups and routine treatments (e.g. fillings, hygienist care) to private treatments such as whitening and straightening.
Challenge
This spec ad was designed to help boost sales for Winchester Avenue Dental Surgery, by driving traffic from readers of local newspapers.
The key barrier identified for young to middle-aged adults booking dentist appointments was a lack of guaranteed benefit for their investment. The client’s airflow treatment offered a solution to this problem, but presented the challenge that the average reader wouldn’t know what airflow therapy is.
Solution
I decided to emphasise the guaranteed benefit to consumer in the headline in a way that would entice the reader to engage with the rest of the ad. The bulk of the body copy was then used to compare airflow therapy to chemical whitening techniques and traditional hygiene treatments for two reasons:
To help understanding by comparing the unknown (airflow) to more understood procedures (chemical whitening & traditional hygiene treatments.)
To be able to emphasise why airflow therapy is better than the treatments the reader is more familiar with.
My rationale here was that people won’t pay for something they don’t feel they understand. So education was essential and provided an opportunity to highlight the benefits of the treatment, while the time-sensitive discount code helped encourage the reader to take action.