Sunday, March 8, 2009

You Talkin' to Me?

I had an interesting conversation the other day with a sales representative for a dental industry magazine targeted to dealer sales reps.

The rep expressed frustration with dental manufacturers who merely run their dentist-focused ads in the publication rather than taking the opportunity to address the needs and concerns of the dealer sales rep.

It made me think of Robert DeNiro's Travis Bickle character from Taxi Driver asking - "You talkin' to me?"

Many companies believe they are being cost conscious by getting the most mileage from a one-size-fits-all ad campaign. However, untargeted advertising (and any other marketing communication for that matter) that does not resonate with the recipient of the message, is one of the most common wastes of marketing dollars.

Every time the reader of your ad asks, "You talkin' to me?" and then flips the page, is like flushing a portion of your marketing budget down the toilet - Can you afford that?

How many different dental professionals are you trying to reach in their specific trade journals? GP dentists? Specialists? Hygienists? Dental assistants? Office managers? Sales reps?

If your answer is more than one of the above, invest a little extra time and money to discover the hot buttons of each dental professional category and fine tune the message, benefit and call to action. This can often be accomplished in a copy revision rather than a complete re-design.

The result may be the difference between "You talkin' to me?" and "You're speaking my language!"
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