Six Ways to Build a Better Print Ad

Many physical therapists advertise their services in newspapers, magazines and yellow pages in an attempt to attract new patients to their practices.

Many rely on the “expertise” of the creative staffs (writers and layout artists) at those newspapers, magazines and yellow pages. And some simply create their own do-it-yourself print ads. But how “expert” are the writers and layout artists when it comes to understanding the unique needs of healthcare marketing? And how effective are these ads at gaining the desired results?

The typical results, unfortunately, are neither expert nor effective. To help you avoid wasting money on ads that are neither expertly done nor effective, here are six basic tips for creating a more effective print ad in any medium:

1. The headline needs to be bigger and bolder than the rest of the text.
2. The headline MUST communicate a benefit to the patient. Your practice name has no inherent benefit to the patient, so NEVER put your practice name or logo at the top of your ad. Think about what your potential new patient wants or needs from you (e.g. relief from pain, return to function, improved function, etc.) and build a headline around that.
3. Symmetry may be a desirable feature of the human body, but it’s an effectiveness-killer in a print ad. A perfectly symmetrical ad is boring and static to look at.
4. Make your ads more dynamic and interesting to look at by moving elements around (flush right, flush left, centered, etc.) to lead the reader’s eye to your name and phone number at the bottom.
5. Include a photo or image of one or more people. A photo of you and your staff is fine if you are attractive and approachable looking. A stock photograph of a person or small group of people enjoying some activity that represents the happy end-result of therapy will fit the bill even better.
6. Include an offer. This could be a free or complimentary sports-injury or low back pain screening or something similar that attracts the specific type of patient you most want in your practice.

If you follow these six tips, you will increase your odds of
having an effective print ad and better results. Visit www.PracticeBuilders.com for additional help in designing and writing your
print ads and yellow pages ads.