For those of you, who are interested in obtaining a CE seminar, be sure to attend this year’s AZDA convention. We will be presenting a seminar titled “Building Your Dental Office to Meet the Demands of the Next Decade” with Steve Anderson and Marty Fifer (Saturday 1:30pm-4:30pm). Click here to register for this seminar.

Star of the South
This year’s theme is “Reaching New Heights” and we have the program, social events and exhibit hall offerings to take it all to the next level! The exhibit hall has been enlarged to accommodate more exhibitors with new products and state of the art technologies as well as a 24 foot climbing wall symbolizing our commitment to reaching new heights. Register here.

If you are engaged in any marketing campaigns; print, online, radio, or TV, there are 2 basic principles that you can follow that will enhance your chances of success. First, you must make your message effective and interesting (as opposed to clever) and second, you must test and measure your results. This Fifer BizTips will focus on the first principle of marketing, and the subsequent issues will focus more on the first principle and the second.

To make your marketing more effective you’ll need to follow the AIDA principle. What is AIDA? AIDA is an acronym:

• Attention
• Interest
• Desire
• Action

Attention is your headline. Most businesses use their company’s name as a headline. That has no or little effect, as it does not entice your reader to continue reading or listening to you. You’ll need to use an open loop headline. An open loop headline creates curiosity in the readers mind to want to find out more. The key ingredients of an open loop headline are the words you use in the beginning. Some examples of an open loop headlines are:

• Introducing a new way have a better smile
• Here are 5 reasons why you should see us today
• Do you want to keep that beautiful smile?
• Here is how to keep your teeth healthy

Of course, you can change the content after the bolded words to suit your needs, but these are attention grabbers. Next up is how you can build interest after you get your perspective client’s attention.

Have a great week.