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When you see an 'ad' in a magazine, you expect to see a photograph of an example of what product or service is being offered to the public. In other words, we expect to SEE a picture of YOUR work that you are trying to sell. If you make custom made jewelry, we expect to see one of YOUR 'one of a kind' stunning necklaces which you won't see in a MACY'S ad which resells other people's work. If you are a custom home builder and you place an ad in Capital Living Magazine or HERLIFE Magazine, we would expect to see one of YOUR custom homes in the picture.
A dentist placed an ad in regional woman's magazine which emphasizes 'cosmetic dentistry' but the photo in the ad is a STORE BOUGHT photograph and not a picture of one of his or her patients. I can think of no other profession or business (other than dentistry) that uses a purchased photograph that demonstrates someone else's work. In fact, neither the man or the woman in the photograph appears to have had ANY cosmetic dentistry at all.
Why would a perspective patient looking for a 'cosmetic dentist' select a dentist that cannot or will not show a single example of their OWN work?
The standard of excellence in clinical dentistry for the last 2 decades has been perfectly exposed photographs of superb clinical dentistry. If you have it, you flaunt it.
I am from NY…the true 'show me state' where if you have excellence you are expected to show us what you have.
