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THE PSYCHOLOGY OF LASER EYE SURGERY RADIO ADVERTISING

Recently I did a phone consultation with a Radio Advertising Advantage member — a radio station account executive in a major market.

One of his biggest clients is a laser eye surgeon. The client does tons of radio advertising.

The client measures the success of an ad campaign by the number of phone calls it generates. And the client is unhappy with his advertising results.

1.  His commercials — like those of virtually every advertiser in this category, in every market —  boast about how many operations he’s done.

2.  At the end of the boasting, the announcer gives the phone number several times —  without giving the lister any reason to call.

3.  The client writes all of his own copy and refuses to consider any new approaches.

To recap: The client considers himself to be an advertising expert and is unhappy with the results he gets.

Can you say “delusional”?

Here are the facts you need to know about this business category:

A)  Everyone who wears glasses and/or contact lenses would love to have perfect vision without the aid of lenses.

B)  Many of the people I just described cannot afford the surgery.

C)  Many of the people I just described can afford the surgery.

D)  For the people who can afford the surgery, only one thing prevents them from having it done:

Fear.

Most of us have heard of (or know) people who had the surgery and love the results.

And most of us have heard of (or know) people who had the surgery and now suffer from vision problems they didn’t use to have: Blurred vision….Light sensitivity….Poor night vision….Distorted depth perception.

If you’re unlucky enough to suffer negative effects from the surgery (beyond the adjustments that are predicted for all patients during the first few days after the procedure), those effects are irreversible.

Hey, I’d love to have perfect vision.

But to me it’s not worth the risk of damaging my vision… permanently.

It’s not worth spending the rest of my life with blurred vision — and with the knowledge that I caused it by opting for laser surgery.

I can afford the surgery. So what stops me?

Fear.

What should an ad campaign promise? Perfect vision for the rest of your life.

What must an ad campaign find a way to address? Prospects’ fears.

You don’t need to address them explicitly (although you might choose to do so). Maybe you’ll say something like this:

“ONE DAY” – :60

You know that one day you will have laser eye surgery. You don’t like having to fumble for your glasses. Contact lenses are a pain.

You’ve heard about all the famous actors and athletes who have had laser eye surgery, about how it’s changed their lives.

In fact, you know some people —people you work with, neighbors, people from your church — who already have achieved perfect vision with a simple, completely painless 10-minute procedure.

But….Well, you’re a little nervous about the whole thing.

The people at Ed’s Laser Eye Clinic understand. After all, many of them already have had the procedure themselves.

That’s why Ed’s Laser Eye Clinic is offering you a completely free consultation, to help you determine if the time is right for you.

Laser eye surgery isn’t for everybody. But it is for most people who presently wear glasses and would like to throw them away forever.

To schedule your free consultation, just call 310-476-8111. That’s 310-476-8111. Let’s find out if the time is right for you to see your future.

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  • Tom Nakashima May 8, 2013, 2:17 pm

    Dan.. that is perfect…

  • Raegan Wormwell May 8, 2013, 5:43 pm

    Very helpful, thanks. More of these ‘psychology behind…’ posts would be great.