If You're Going to Advertise, Give Them a Reason To Read

Most pharmacy ads are never read. Why? Because they are not meaningful to the reader. The reader is really not interested in what you do. She is interested in how she benefits from what you do.
Hence, an ad such as this will never be read. “The XYZ Pharmacy has been here 23 years, offers you free delivery, and great service”.
 
Even using your name at the top of the ad instead of a headline is not going to create any results. In fact, putting your name at the top can be a complete negative, because you are obliterating the opportunity to provide a meaningful headline. And, a good headline can make the difference of whether your ad is read or not. In depth research decisively concludes the headline is at least 90% of the reason an ad gets read or not. Each should contain the biggest benefits accruing to any interested reader.
 
For heaven’s sake, make your investment in advertising pay as well as your investment in anything else. Hold it accountable as you would any other investment. Certainly you would not invest in the stock market without expecting a return. Neither should you invest in advertising without expecting a return. And yes, advertising is an investment when you approach it correctly.

Ads That Make a Difference
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In this ad, notice the following:

• An interesting headline based on a testimonial
• The use of  famous doctors’ names
• A short explanation of how it works, and why it works
• A guarantee

These are the components of a successful ad. However, the headline is of highest value. Study after study has shown that the headline contributes at least 90% to the success of the ad. If the headline is not meaningful and is therefore not read, the rest of the ad will not be read either.

Don’t Waste Your Money

Advertising that is not read is a waste of time-- money, too. You need to turn white space into selling space. That’s what great advertising does. Follow these principles and you can be successful.

Don’t have the time or the training to do it? Find someone with the knowledge and expertise, especially in your field: specialty pharmacy. 

The payoff can be tremendous because your advertising has a four-fold mission.

1. Increase traffic and/or phone calls
2. Increase sales
3. Increase bottom line (net) profits
4. Build your brand

There you have it. The formula for a successful ad.

For more information get my FREE report, “The Very Savvy Pharmacy Owners Marketing Handbook—How to Attract Hoards of New Patients and Get Your Existing Ones to Return More Often and Spend More Money.”​​

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