Don Draper (Mad Men). He could take any product and craft an advertisement in print or on screen that really hooked people and made them buy. Cigarettes, floor wax, cars, burgers, shoes, mundane things were magically transformed by the ad men from “meh” to “I need that” or “I love that”.
How many veterinary websites have you seen that look like this:
State-of-the-art services… cutting edge technology… highest quality veterinary care… first rate pet care… animal clinic of choice for the XYZ area… advanced training… high-quality… advanced technology… compassionate care for all the animals we work with… unique… ultimate in care and convenience…
This kind of thing is common and ubiquitous. Some veterinary websites sound like they are written by the same folks who write ads for Saul Goodman. Many sites are grandiosely self-laudatory. If the verbiage on the sites is to be believed, these clinics are all brand new, equipped with millions of dollars’ worth of wondrous gizmos, staffed by selfless angels who weep at the thought of an animal in discomfort, and whose veterinarians are to the field what Dr Michael DeBakey was to human heart surgery. Continue reading