First, give this radio commercial a listen….

This is both bad advertising and bad writing.

Why begin with “It’s a fact that your smile is one of the first things that people notice” when instead they could say, “Your smile is one of the first things that people notice”? Did they add “it’s a fact” because they felt the need to fill time?

What is the single Core Message (the one thing you want the targeted listener to hear, to understand and to remember) that you take away from this commercial?

• Better smile?

• Great teeth?

• If you need a dental implant but haven’t been able to afford it? (More bad writing, by the way: “…but haven’t been able to afford the cost.” Real people say, “I can’t afford it.” Radio announcers reading badly written copy say, “I can’t afford the cost.”

• Price for a dental implant?

• Price for a dental implant crown?

• Combined price for the dental implant plus dental implant crown?

• Price includes all initial tests?

• Price includes CT scans?

• Price includes x-rays?

• Price includes oral sedations? (So I guess you don’t have to bring your own.)

• 12-month “same as cash” financing? (What is this, a used car dealer commercial?)

• Free consultation?

• Loose dentures?

• Ever been told you need a bridge?

• Missing one or more teeth?

• Need a tooth removed?

• Wearing old-fashioned dentures?

“Sure, no one will listen to the message. But if we give our phone number four times, that will make us some money…”