Know-How Exchange : Taglines/Names

Pannone

she has clients. What do they say about her current practice? Because she will be offering the same sort of service, no matter who the customers are.

Going upscale means offering more. A Merc doesn't sell on price after all! I went in a Merc taxi the other day (they're common in Germany). The ride was superb and v. quiet. What can she offer her premium clients to justify a premium price. Oh, and it needs to be something they actually want.

What can she offer in specifics when it comes to cosmetic dentistry?

She already has the data for all this. Use it! All the advertising in the world won't help her unless she can do something that the competition can't won't or don't.

M xx

What is the competition saying/doing in the second area location? How will she distinguish herself from them? Is she hoping to attract clients from her competitors or create new market opportunities? If so, how/why?

Why should someone in the target audience select your client? What important and unique benefit does she offer? Is it just the classy office, or is there a substantive advantage/benefit?

How does this target audience find/select a dentist like this? Do they ask their regular dentist for referrals? Do they search on the internet? Do they rely on referrals from friends? And how do they make the ultimate decision? What criteria do they use? If we know that, we can begin to develop a strong tagline.

Does the practice have a name, or is it just the name of the dentist?

And answers to Jay's questions would help too.

I think her logic is very sound. People in her targeted group are likely to need this type of work and insurance is not going to pay for a lot of it, so they better have the funds. I turn 60 this year and I just had major dental work done-- and I've only just begun. I bought a new car this year and the work is about the same cost as my car. I was shocked to find the wierd things insurance excluded like a temporary bridge. As if walking around, eating without one is a luxury. They won't pay, so I wrote the cheque.

I would base the campaign on "its your turn now" For years people in this age group have put their families first. Now the kids can care for themselves and it's time for "us" and to take care of ourselves first unselfishly. The image I'm seeing is either us as caregivers for young ones and then, like the scene where Meryl Streep finds the book on marriage and looks up with that all knowing smile. (the book would be something repeating the message "time for us" the 2nd half of our life, or??)

People also appreciate not sitting in a waiting room with kids. Our patience wears. So if my appt is at 2, I will be there at 2 and will be grumpy if I have to wait.

Another idea would be "for those of us without photoshop" And a visual of someone photo edited. But that will be hard to do and keep the classy style she is looking for.

Advanced Dental Care of Englewood
Our job is to make sure you smile
We’ll give you something to smile about
Smile – you can afford it
Now you can afford to smile
Can you afford a perfect smile?
Can you afford not to smile?
Smile with confidence
Get yourself a celebrity smile
Wear your smile with confidence
Make sure you retire with a smile on your face
Retire with a smile on your face
The possibilities will make you smile
A smile you can afford
Smile with style
A healthy smile
A stylish smile
A classy smile
Enhance your smile
Smile – it costs nothing
Smile an everlasting smile (song lyrics)
Peace begins with a smile (Mother Teresa quote)
Everyone looks so much better when they smile (Jimmy Fallon quote)

Idea starters…
Pearly whites
Operation Smile

No Pain .... Just Gain!

Say 'good by' to your evil twin's smile.

Custom suit, custom vacation... time for a custom smile!