{"id":14665,"date":"2013-05-08T00:05:11","date_gmt":"2013-05-08T07:05:11","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=14665"},"modified":"2013-05-08T00:05:06","modified_gmt":"2013-05-08T07:05:06","slug":"laser-eye-surgery-radio-ads","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/05\/laser-eye-surgery-radio-ads\/","title":{"rendered":"THE PSYCHOLOGY OF LASER EYE SURGERY RADIO ADVERTISING"},"content":{"rendered":"

Recently I did a phone consultation with a Radio Advertising Advantage<\/a> member \u2014 a radio station account executive in a major market.<\/span><\/p>\n

One of his biggest clients is a laser eye surgeon. The client does tons of radio advertising.<\/span><\/p>\n

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.<\/span><\/p>\n

1.\u00a0<\/strong> His commercials \u2014 like those of virtually every advertiser in this category, in every market \u2014\u00a0 boast about how many operations he’s done.<\/span><\/p>\n

2.\u00a0<\/strong> At the end of the boasting, the announcer gives the phone number several times \u2014\u00a0 without giving the lister any reason to call.<\/span><\/p>\n

3.\u00a0<\/strong> The client writes all of his own copy and refuses to consider any new approaches.<\/span><\/p>\n

To recap: The client considers himself to be an advertising expert and is unhappy with the results he gets.<\/span><\/p>\n

Can you say “delusional”?<\/span><\/p>\n

Here are the facts you need to know about this business category:<\/span><\/p>\n

A)\u00a0<\/strong> Everyone who wears glasses and\/or contact lenses would love to have perfect vision without the aid of lenses.<\/span><\/p>\n

B)\u00a0<\/strong> Many of the people I just described cannot afford the surgery.<\/span><\/p>\n

C)\u00a0<\/strong> Many of the people I just described can afford the surgery.<\/span><\/p>\n

D)\u00a0<\/strong> For the people who can afford the surgery, only one thing prevents them from having it done:<\/span><\/p>\n

Fear.<\/span><\/p>\n

Most of us have heard of (or know) people who had the surgery and love the results.<\/span><\/p>\n

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.<\/span><\/p>\n

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.<\/span><\/p>\n

Hey, I’d love to have perfect vision.<\/span><\/p>\n

But to me it’s not worth the risk of damaging my vision… permanently.<\/span><\/p>\n

It’s not worth spending the rest of my life with blurred vision \u2014 and with the knowledge that I caused it by opting for laser surgery.<\/span><\/p>\n

I can afford the surgery. So what stops me?<\/span><\/p>\n

Fear.<\/span><\/p>\n

What should an ad campaign promise? Perfect vision for the rest of your life.<\/span><\/p>\n

What must an ad campaign find a way to address? Prospects’ fears.<\/span><\/p>\n

You don’t need to address them explicitly (although you might choose to do so). Maybe you’ll say something like this:<\/span><\/p>\n

“ONE DAY” – :60<\/span><\/p>\n

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. <\/span><\/p>\n

You’ve heard about all the famous actors and athletes who have had laser eye surgery, about how it’s changed their lives. <\/span><\/p>\n

In fact, you know some people \u2014people you work with, neighbors, people from your church \u2014 who already have achieved perfect vision with a simple, completely painless 10-minute procedure. <\/span><\/p>\n

But….Well, you’re a little nervous about the whole thing. <\/span><\/p>\n

The people at Ed’s Laser Eye Clinic understand. After all, many of them already have had the procedure themselves. <\/span><\/p>\n

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. <\/span><\/p>\n

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. <\/span><\/p>\n

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.<\/span><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

Recently I did a phone consultation with a Radio Advertising Advantage member \u2014 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 […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-14665","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nTHE PSYCHOLOGY OF LASER EYE SURGERY RADIO ADVERTISING - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2013\/05\/laser-eye-surgery-radio-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"THE PSYCHOLOGY OF LASER EYE SURGERY RADIO ADVERTISING - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Recently I did a phone consultation with a Radio Advertising Advantage member \u2014 a radio station account executive in a major market. 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