"Have You Ever Wondered What You Would Look Like With A "Million Dollar Smile"?"
This advertorial, written by Gary Halbert, is ultimately selling you on two things. First, that porcelain veneers are the absolute best, most cost-effective solution...View More
for perfect-looking teeth & second, that Dr. Thomas Gleghorn is the dentist you should go to for the veneers. In dental advertising, selling a specific procedural solution first is a common strategy versus just selling the dentistry in general. As you read the ad, you'll notice that no more than a fourth of it is focused on the dentist himself & the rest concentrates on teeth-related frustrations & builds up to how porcelain veneers are the optimal solution.
The copy starts by talking about the benefits of a great smile, using facts like how smiling releases chemicals that puts you in a better mood. Then, Gary transitions into different teeth-related problems & why people are ashamed of their teeth. After poking at the problem, he hints at the doctor that can solve all these problems, but does not discuss the way he will solve it yet. What follows is a big chart of 16 different levels of whiteness, which he breaks down in detail, all leading to the idea that there's no difference in price whether you choose to get the worst or the best shade available. He also uses a common-sense approach of comparing teeth whitening to buying diamonds.
The rest of the ad targets objections like surgery pain, length of surgery, surgery expense and so on. Finally, he ties back the pitch to the dentist he mentioned earlier & how he's a satisfied customer whose only complaint is he didn't get to finish watching a movie in the "TV glasses" Dr. Gleghorn offers his patients.
