Knowing the important difference between these two ads will improve the effectiveness of your advertising to seniors by 71%. Test yourself. See if you can find the difference between these ads before you read the answer in the following paragraphs.
These two ads have been seen online more than 2,000 times, but one is getting clicked 71% more often. There is only one word different between the ads. One uses the word "care" in the photo and the other uses the word "support" in the photo. Women age 45+ with a net worth over $1,000,000 are responding much more positively to the word "support."
This test is added evidence to our ongoing collection of data showing that adults don't want to be cared for. They find caring to be condescending. They also are less concerned about how much you care and are more concerned about how well you deliver services.
We found similar results in a previous analysis where we were helping a client pick a new slogan for a physical therapy practice. You can see the results of that test in our article, "Do Patients Really Care How Much You Care?" [Click Here]
Promising to provide care in very caring fashion is a common theme in home health advertising, but it probably should not be. Instead, focus on how you can "support" adults and families in their personal goals and how well you can deliver those services.
Have you tested your advertising themes? Brazzell's Facebook Target Marketing costs only $289 every 60 days, includes multiple ad designs, includes analysis, and typically achieves 6,000 ad views per month. [Learn More]