April 2011
Do You Make These 2 Copywriting Mistakes?
Sometimes I do stupid stuff! I said something stupid and my timing was oh-so bad! To quote Forrest Gump (I think it was him), “Stupid is as stupid does…” (Cue flurry of comments!).
Anyway, my stupidity- foible got me thinking about what “stupid is” with marketing copy.
Here’s a short list:
All features – no benefits
Copy that’s all about the “est” – as in the “big-est”, “great-est”, “short-est” – should fluidly lead to a compelling benefit. Always? I’d stand by that statement for 99% of copywriting that’s feature heavy.
Here’s a tip: Stop before you lazily promote a widget as “the greatest…” Ask/say, “So what…?” Now start answering the “what.” Answer the “what” on as many levels as you can.” Then, you’ll be on the path to discovering some compelling benefits that could increase profit.
Too many themes in a promotion
A laser or a light bulb. What’s the difference? Both are light sources, right? A light bulb is a diffused or broadcasting light source. It illuminates an environment. A laser is a focused light source. And when aimed, a laser has the ability to cut through thick steel.
A promotion should be laser-like! Focused!
To penetrate your target market’s emotions – focus on “one” theme in your copy. Lock in like a laser beam with “one” compelling idea.
That’s it for now. I’ll keep this post brief. The more I write (today), the more I risk saying something stupid…again! :0
Get the Picture, Get More Business
A picture or an image has a sort-of superpower quality. An image transports you (in the blink of an eye) to a place you couldn’t otherwise be. As the saying goes, “A picture’s worth a thousand words…”
There’s a vital secret about copy. One that increases the odds it will be read while compelling the reader to act.
Good…no…great dental copywriting shrinks the distance between the business, product, or service and the prospective buyer/user. It’s like a picture that transports you to a place you wouldn’t otherwise be. Words have that kind of power. That is, if they are strategically chosen.
Whatever dental industry business or service you promote this principle holds true. Paint a picture with the words (give or take a thousand) used in your promotions and you’ll narrow the distance between you and a prospective buyer or client.
Words do more than explain they compel! And when they compel, someone becomes a potentially long-term client, customer, and a friend of your business.
Review your latest dental marketing copy. How much of the wording explains, in detail, the features, qualities, history, etc. of your business, product, or service? Better, does it paint a picture of the benefits someone will receive when doing business with you?
If the wording gets you an A+ in the “what” category (i.e. telling everything there is to know about whatever it is you’re promoting) and it fails in the “why” or “what’s-in-it-for-me” zone, you’ve missed a significant aspect of effective copy. Give the reader an image. Lead them to a vantage point where they can see the *benefits* of doing business with you, purchasing your product, or using your services.
Again, regardless of what you provide there’s a picture to be painted. If you want to narrow the distance between your service or product and the customer or client you must find the words to create a compelling picture…or you’ll miss waves of opportunity.
Taking the easy way out by merely sloshing a few colorful words or phrases here and there and wrapping them around a few stock photo images and calling it your “dental marketing campaign” will not get the job done! Frankly, that approach is probably frustrating an already over worked assistant who feels too much responsibility for shouldering the marketing efforts you’ve passed off to them.
Picture your dental marketing copy this way for powerful results:
**Solve a problem**
Put yourself in your client’s shoes. Get under their skin – what emotions, concerns, fears, etc. is your market experiencing? Let words do the work. Use them to create an unforgettable reminder that goes a step further – picturing how you will solve their problem.
**Answer the paramount question**
If you walk in their shoes and get inside their emotions relevant to your business you’ll be better prepared to answer the question (even before they ask) – “what’s in this product or service for me?” Imagine every prospective client saying “so what!” at the end of your spiel. And rather than being offended or taken-aback you know precisely how to answer.
**Highlight the benefits**
I know I say a lot about this (and I’ll say a ton more). But, it’s really about benefits…benefits…benefits. Again, so what…you’ve got state-of-the-art HD technology…the biggest this…or the most dependable that. If you leave the benefits to their best guesswork you miss a significant photo-op – keeping with this theme.
Another thing about pictures – when the moment passes to capture one…it may never come again. Think about it!
5 Questions You Should Be Asking About Your Dental Marketing Content
If you’ve received a marketing piece in the mail you’ve probably, on occasion, commented, “Wow! Someone spent some money on that!” Next time ask a deeper (and better) question – would I do business with them because the mailer was pure eye-candy or because it engaged me?
Engagement matters! And that’s why your marketing content – including social media – must connect on an emotional level.
How do you measure if your dental marketing content is hitting the target?
It’s one thing to create an attractive marketing piece. And it’s something entirely different (and altogether better) to create marketing content that’s attracting your audience.
These 5 questions from an article on e-marketer.com provide an important measure for creating marketing content that attracts (not just attractive content):
1—“Is the content unique?”
Don’t confuse “unique” with out-of-the-box! Be unique by giving your dental patients and prospects deeper benefits than your competitors. Answer the question – what makes us uniquely capable of meeting a specific need? Steer your content in that direction.
2—“Is the content useful?”
Your marketing messages must be actionable. When a prospective dental industry clients reads one of your Twitter or Facebook feeds are they persuaded to take action? When they surf your web content are there benefit-rich calls to action?
“Useful” content addresses your dental client’s (and their market’s) needs…desires…lifestyle. For example, your ad for an orthodontic product must tap into those emotions more than it merely spotlights the latest…greatest technology!
Measure by usefulness!
3—“Is the content well-executed?”
One of the reasons Twitter works as a social media platform is its 140 character limit. You’re forced to execute content that’s tight…sharp…to the point! Say what you will about our culture of social media sound-bytes – it’s actually helping us cut through the clutter and just say it!
What’s the message of the moment for your dental marketing approaches? Are you reducing the clutter to one, precise, big-idea selling point?
4—“Is the content fun?”
Twitter earned a shout-out in the previous point. Now it’s Facebook’s turn because this social media platform helps keep content flavored with a bit of fun. Photos and comments from a corporate party, an outing, or a client/patient success story keep the fun-factor alive. And “fun” connects!
Whether using social media or other marketing platforms, make sure your content puts an occasional smile on your prospect’s faces. It’s contagious!
5—“Does the content make good use of the channel in which it appears (e.g., social, mobile, video, web, print, email, etc.)?”
Again, speaking of “execution” – it’s vital to fully maximize your marketing “channels.” And knowing which to use is as important as how they’re used.
“Ask yourself this critical question: Besides your product (dental service), what can you do for the consumer (dental service provider or patient)?”
Why If-You-Build-It-They-Will-Come Isn’t a Good Marketing Plan
“If you build it, they will come…” Really? Will they?
Sure, it’s a good movie line (Field of Dreams) but is it a good principle for marketing your business, products, and services?
Attracting a “crowd” to your business, products, and services these days takes more than a presence. For example, marketing your dental industry services on the web or in social media is huge. But it’s more about how you’re engaging and authentically connecting with your market that attracts new business and increases your profit.
The “if-you-build-it-they-will-come” approach reminds me of the guy responsible for the design and layout of sidewalks for a soon-to-be-opened high-rise office complex.
Time came for the grand opening and there were no sidewalks! The facility foreman inquired – “When will we have sidewalks…?” The landscape foreman replied – “Give it time…I’m waiting for the crowd to tell me where to build them…” Interesting.
Here’s the wisdom of his answer. Experience had taught him that people will naturally migrate between the facilities on certain and natural paths.
Give it time and a footpath will emerge. Bingo! That’s where you pour your concrete investment! Build them too early…or where it seems normal (to you and everyone else) and they’ll perhaps rarely – if ever – be used.
(Observe this next time you’re on a corporate or college campus. Notice the sidewalks. Then notice the path worn through the grass between buildings. Get it?)
Can you rely on build-your-own-path thinking when marketing in today’s economy?
I’m talking about the kind of thinking that says, “We’ll do our own thing…we don’t have time to know who who audience is…”
Here’s the deal…
How often do you launch out with a dental marketing initiative – even worse – pulling out the worn-out marketing approaches or copywriting you’ve used over and over again believing it’ll work again…hopefully better this time than last?
If you’re not experiencing valid…eye-popping…take-it-to-the-bank returns – you’ve built a sidewalk where no one’s walking…! You’ve poured your marketing investments into something without considering the benefits or lack of them for anyone…including yourself.
And in today’s marketplace can you really afford to be wasteful with your marketing dollars?
Do this:
>>Be observant
Watch and listen. What are people saying…concerned about…looking for? How does your business, product, or service solve their problem, speak to their issue, or assist with their challenge? Now…pitch to your observations.
Remember – features attract! Benefits sell! Make sure your copywriting is filled with benefits more than it is with “look-how-great-we-are” features.
>>Develop an action-bias
Talk of corporate rescues and a government bail-out numbs us to what makes this country great – focused…diligent…hard-work! Are you acting or reacting these days?
Action creates momentum and momentum will propel you through difficulty. YOU have something to sell, promote, and deliver to your clients and potential clients. Act…now!
>>Grow resilient and resourceful
Does your business have bounce…flexibility? Can you step outside the box?
Better yet, are you pushing the borders of the box to new and different edges? If you’re saying the same-ole-thing in the same-ole-ways – no wonder people are taking different paths other than the ones to your door.
Flex and find new ways to do what you do best. Then, tell your market about it with fresh words that will benefit your them.
“If you build it they will come…” makes a great movie line. But the bigger question – can you afford to just build it?
Observe. Act on what you discover. Get resourceful. And benefit from what happens! Those paths lead to more profitable places.
Is Your Marketing Content Stealing Your Profit?
Talk of the economy depresses, bores…or empowers (for those not so inclined to believe the sky’s falling every other day). Economy themed communication typically surrounds money, investments, foreclosures, etc.
But…
There’s another realm where an economic forecast could be profitable to your dental industry services.
Being called upon as a copywriter to communicate in writing on a regular basis I’m tuned-in to the economy as well…the economy of words, that is.
When communicating – whatever the form – it’s necessary to maximize your words without minimizing your message. And most bankrupt their intended message through poor word management.
How Word Economy Adds Value to Your Dental Industry Marketing Strategy
Add the term “economy-of-words” to your dental marketing vocabulary. It’s a a fundamental principle for effective copywriting and marketing content.
In business, words add value. But the right words increase your profit and improve your bottom-line. As a professional copywriter I diligently study my craft to understand and utilize the persuasive, compelling power of words.
I know how the right words (e.g. in dental marketing) can lead to more clients, improved client relationships, and the bottom-line – increased business and sales. In an article I read by veteran copywriter, Bob Bly, he asked this question…
“What words sell best?”
Let’s apply his question:
1—Consider the copywriting/content in your dental marketing resources and/or informational products.
Think web pages, enewsletters, email promotions, brochures, product info packets, print newsletters, direct mail, ad copy, etc. Even social media content too (Twitter, Facebook, Blog). Are these a mere afterthought, “micro-waved leftovers”…or a strategic element of your business?
2—Ask yourself and those responsible for your marketing resources 3 important questions.
>Is the copywriting/content you currently use enhancing your image and improving your profit picture?
>Is it an accurate reflection of who-you-are
>Are you measuring its effectiveness?
3—Take necessary steps to improvement.
Does it need re-crafting, editing, or a total re-do? If so, get after it!
Economic decisions matter – with dollars and words!
Can You Cut-to-the-Chase?
Working as a copywriter I’ve learned that simplicity rules. I often post about being conversational in your copywriting – whatever you’re promoting (I realize some industries require a more technical…perhaps formal approach but generally speaking, casual rules).
Akin to simplicity is not going to-the-moon-and-back trying to make your point. The USP (Unique Selling Proposition) does the trick – helping your stay on target. It answers the question, “what makes this product/service outstanding…unique…over-the-top among competitors…?”
When creating your dental marketing promotions, it’s essential that you cut-to-the-chase. It means knowing what the compelling message is.
A compelling message simply stated will do more for your promotion than driving your compelling message all over the map with useless words.
3 Ways to Create a More Compelling Marketing Message:
1) Ask yourself – “what’s the ONE-THING I must communicate?”
Clearly there are numerous facets and angles to highlight when it comes to your product or service. Too much info (TMI) will lead you away from the *big idea* you desire to communicate.
Choose ONE (big idea) and build your wording around it. You’ll be surprised how much information gets attracted by your commitment to be clear about that ultimate…unique aspect among all the others.
2) Be unafraid to leave a few-things-off-the-table.
As with conversations, copywriting means prioritizing what you intend to communicate. Don’t get me wrong, I enjoy unfettered, boundary-less moments of conversation – when you can just talk wherever the moment leads. Though…with written promotions you’ve got seconds (yes, seconds) to keep the reader engaged.
Roam down an irrelevant path and you lose attention. Write what’s essential to the moment. There are exceptions, of course. But, develop fearlessness about what didn’t get said – you’ll have your opportunity if you stay focused from the get-go.
3) Read it one more time before you’re done.
I’m not advocating the endless edit here. Trust me, I can be the *Monk* of obsessive-compulsive copywriters…fearful that one more tweak here or there will lead to perfection.
Forget perfection! Think…but not too much! Let the words cook for an hour or two…perhaps even a day, if your deadline allows.
Read it casually before you call it done. This simmering…final review might (and occasionally does) reveal a gem of an edit that will send your writing over-the-top.
There’s more to be said on this topic…but I’ll keep is simple…for now.
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Would You Say It Sitting on a Barstool?
Does your dental marketing message make sense? Is it rising above the noise in today’s marketplace?
I’m referring to the impact of your product(s), services, or ideas.
As a professional copywriter it’s essential that what I create on paper or on the monitor connects. Clients pay me for the connect-ability of my writing to their target audience and market. When it connects, people buy, use their services, make an investment, etc.
After all, the essence of marketing is connection – making the sale – however you define “sale.”
Take a look at the words used to get your dental industry service point across. Word quality is important. But consider this – so is tone, quantity, and let’s not forget delivery.
Occasionally, I’m paid to talk (nearly 30 years of speaking experience). And I’ve discovered that writing is basically talking on paper or via the computer monitor.
Conversations, whether speeches or content on a page or screen, go one of two ways: people get bored and think – “when is this person going go shut-up…,” they turn the page, or they *click* away from the website.
Or…they stay engaged – “tell me more…I’m listening…give me more information…let’s talk again soon!”
Your marketing approaches keep the conversation flowing or they’re just another piece of paper, a website or talking-head voice. Remember how Charlie Brown’s teacher sounded in the classroom. You never heard an actual voice. All you heard when ole’ Chuck or a classmate asked a question was “wah-wah-wah-wah-wah…” Seinfeld’s George Costanza would say, “Yada…yada…yada.”
Writing requires proper voice or it’s just words (yada…yada…wah…wah…wah). For maximum impact, evaluate the words you use to market and promote your dental services, products, etc.
Here’s the big idea: keep it conversational. When writing imagine you’re sitting on a barstool in a conversation with a friend, colleague, family member, or someone you just met. You’re sitting there…it’s casual…you’re comfortable…they’re comfortable and you’re just having a chat.
Five “Barstool” Copy Tips:
1–Write like you talk.
Imagine a casual moment, sitting on a barstool. If you were telling someone about your company, product, service, or idea, how would you describe it? Would you go all technical on them? Would you use big, industry words only you and a few others understand? Would you explode into a hype-driven, sales-y tone? Or would you just talk?
2–Make an impression without trying to impress.
When the person you’re talking with leaves the conversation will they remember you more for how impressive you were or will they recall the easy-going, comfortable nature of the dialogue? Would they say, “Let’s talk again soon…” or think, “Could we do this again say…during the next solar eclipse…” The impression you make brings people back for more.
3–Let communication work for you.
The goal of marketing is the sale (the impression). Merely impressive marketing efforts may or may not achieve that goal. Given the choice of being impressive or making an impression, which would you rather have in terms of the bottom-line?
4–Dress your language less formal and more casual.
Some are more comfortable in a suit, others in jeans. There’s a time and place for both but good content is comfortable like your favorite jeans.
When writing most can’t get the image of their English teacher out of their mind (I know…thanks for reminding you). You stress over crossing all your “t’s,” dotting all your “i’s,” watching your sentence structure…and don’t eeeeven get me started on grammar.
I’m not saying “slang-it-up,” get lazy or sloppy. What works on the barstool – formal or casual? Use good judgment. What’s easily read gets remembered. And what’s remembered gets purchased, used, or applied.
5–Communicate effortlessly.
Envision Tiger Woods teeing off…Kevin Durant taking the ball to hoop or sinking a 3-pointer – effortless! The skill appears second nature, fluid. Make your writing invisible.
Be aware of how writing about your product, service, and business gets in the way of the benefits or the intended result. Remember – features entice. Benefits sell!
Give your copy and dental marketing approaches the “barstool test.” Evaluating the copy/content and applying these tips to your biz communications could be the difference between increasing or decreasing profit.