The Chronicle’s Business blog

The secret of advertising that works

Brand marketing is pushed on business owners and professionals by many marketing and advertising companies. This kind of advertising emphasizes the owner or the professional, their credentials and services they provide. Little of it is about the prospects’ problems, writes successful dentist Greg Wych in “Maverick Entrepreneurs’ Million Dollar Strategies.” This advertising is usually “pretty” and plays to the ego of the professional, not the needs of or benefits to the prospect. Although the transaction size can be large, especially in sedation or cosmetic dentistry, this type of advertising has a poor return on investment. Wych began to study and use direct response and lead-generation advertising through the ideas of Dan Kennedy. This type of advertising may look “ugly.” No white space. No pictures of the doctor. No mundane lists of services. Dan Kennedy preaches the use of the right media to deliver a message that cannot be ignored. Most importantly, the results must be measurable, Kennedy says. If you don’t know which ads bring you business, you may be wasting your money. Wych and 10 other entrepreneurs reveal their secrets in “Maverick Entrepreneurs’ Million Dollar Strategies” which will be published next month. To reserve your copy, call 359-7633.

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