The principle is nicely illustrated by the sentence: "When you do marketing for a dentist, show a beautiful smile, not drilling"
Gray and colorful case study
An interactive comparison of what works in communication and what does not
Sometimes it is difficult to explain to people why it is better in marketing communication to talk about what the customer gains rather than what the company does. This educational material will make it easier for you.
And so, we developed two case studies - references on the dental topic. One says "What we did" and the other "What the customer gained". Plus, we show other copywriting techniques that help draw the reader into the story.
Have fun!
It's a prototype in Figma. It may take a while to load and it's not fully responsive – thanks for your patience. We recommend opening the case study in full screen (button ↙↗) or open in a new window here.
Credits:
The author of the idea "One beautiful smile sells the work of a top dentist better than details about drilling" is marketer and copywriter Pavel Záleský. Thanks :-)
Graphics: Radomil Martinec, Petr Vorasický
Illustration with a mad dentist: Matúš Klas
The inspiration to create these case studies came from the concern of some clients that they might not appear professional enough to their customers.
