What Works? Avoid Mistakes!


While the branding campaign of “Caring for the eyes of Texas since 1936” has been the research-tested, effective foundation of TSO advertising, there are times when you may want to promote some type of offer or service with local advertising.  The following are some tips on possible advertising mistakes and how to avoid them:

1.    Weak Headline or No Headline At All

The headline is the most important part of any ad.  It will grab the reader’s/listener’s/viewer’s attention and pull them in to what you have to say.  Create a headline that will specifically address a particular problem your prospective patient may have.  Create a headline that offers a benefit and provokes curiosity.

2.    No offer or a Weak Offer

Make your offer as generous as you can afford.  Keep in mind the lifetime value of a patient.  The real money is creating the loyalty of a lifetime patient.  This is accomplished by delivering outstanding, better-than-expected service and you’ll reap the rewards when they return for eye care over and over.

3.    No Deadline

People are natural procrastinators.  Unless you motivate them to respond “now”, they never will.  A deadline is what makes them respond immediately.  Deadlines create the fear of losing out on a particular offer or opportunity.  How long should it be?  Typically, the shorter the deadline, the better the response will be.  For best results, try to keep your deadline less than two weeks.  If you go longer than that, you may as well save your money.

4.    Trying to Accomplish Multiple Objectives

Try to avoid promoting too many specials in one ad.  Doing so will often tend to confuse the reader/listener/viewer and a confused mind usually says “No.”  Remember, an ad should have only one objective:  to get the prospective patient to respond.

5.    Being Too Cute

Many believe, incorrectly, that cute ads are easily remembered.  Cute advertising is remembered for being cute, but not for the product it was promoting.  How often have you laughed at a particularly funny commercial and then, minutes later, asked yourself, “What were they selling, anyway?”  Avoid “cute.”

By recognizing any of these possible mistakes in your planned ad before you run it, you can generate a much higher response rate and a more profitable return on your advertising investment.

Rod Windham

For additional information or help with your advertising and marketing contact the Rhymes Team through Rod Windham at rod@rhymes.com or by phone at 713.213.2804 (cell); 713.871.8980 (office).