May 2011

May 31, 2011 Dental B2B, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email autoresponders, Dental email promotions, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

How to Clean-up Your Copywriting for More Profitable Marketing

My wife gets the urge, on occasion, to have a garage sale. So we teamed up with a couple of neighbors on either side of us (one of them did the advertising so it was a nice way to piggy-back on their efforts) to unload some of our stuff.

For those in other cultures, or perhaps the unfamiliar – a garage sale isn’t a literal selling of one’s garage. On scale, a garage sale is typically much smaller than the commonly understood estate sale. And (if I could go so far as saying it) is a bit more sophisticated than a yard sale.

Aside from the few dollars of “fun-money” you earn (one summer we actually paid for all of our vacation road meals for our family of four with our earnings) a garage sale provides a good excuse to clean and sort.

It’s important to get rid of the clutter.

How cluttered is the copywriting used to market your products and services? A thorough cleaning before you unleash it to your niche market will sharpen its impact. And that translates into more earnings!

Here’s a 3-step “copy-cleaning” process I use and recommend:

1) Read your promotion aloud.

You get a feel for the voice, tone, and emotional connect-ability when you actually hear it read. And here’s the deal with reading it aloud…

If your writing doesn’t sound like you’re talking to a friend, it’s NOT good copy! Copy that connects – whether it’s a sales letter, web copy, an email promotion or autoresponder, a case study, or a social media feed like a Twitter, Facebook page, or blog post – needs a conversational voice.

2) Let others read it.

A fresh or different set of eyes and ears is an effective copywriting test-drive. It helps too when you allow someone (if possible) in your content’s target/niche market to read it.

For example, if the marketing content is targeting the baby-boomer market niche, find a reliable baby-boomer aged person to read it. If it’s targeted to a female audience, by all means have a female read it.

The extra eyes and ears can sharpen the focus and sound of your copywriting.

3) Proofread every sentence of your promotion – from the bottom up!

Yes, you read that right. The bottom-up approach helps spot misspellings and unnecessary words easier than merely reading it top-down.

You’ll miss a few here and there. But the bottom-to-top idea gives you a less routine and even more efficient way to proof the copywriting before it hits your market.

Clean copywriting helps increase the crystal clarity of your marketing approaches. And I’m close to certain you’ll earn more in the process than just a little extra fun-money when you get rid of the clutter!

May 27, 2011 Dental B2B, Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental industry case studies, Dental marketing strategies, Dental product case studies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Why saying “trust me” destroys trust in marketing

A close family member recently experienced a salesperson’s attempt to close-the-deal by shoving a contract across his desk with the words, something to the effect of, “Come on…sign the (expletive) papers and let’s get this done…!”

Had this been a multi-million dollar deal, built on months of negotiations, with significant upside potential, I’d understand the context. And I’d probably take the expletive emphasis as bold, banter between two soon-to-be business partners one of whom was probably attempting to prove he had a “pair!”

It wasn’t that at all…

The close family member is a young, nervous-as-one-would-expect, first time car buyer. The salesperson (obviously trying to prove he had a “pair”) couldn’t be further from earning the trust he needed to secure the deal.

Would the salesperson have made a better impression saying what’s commonly said in such deal-making scenarios – “Trust me!”

You hear or read those words all the time in advertising.

“Trust me, ‘X’ the single best product on the market for…”

“You can count on us…the most trusted source of…”

“Trust us to deliver the most effective…”

Do you instill trust by merely asking someone to trust you or saying your product/service is the most trusted?

I’ll let you make up your own mind. But I’ll go on record saying, trust is earned.

And a primary way to develop trust is through a relationship not merely telling someone to “trust you.”

Trust emerges on a solid track record of credible engagement.

The problem with many sales approaches (such as the above mentioned car deal) is the forced timing that many salespeople deploy. It’s why I prefer writing marketing copy and why businesses benefit from solid, credible copywriting in it’s various forms – a story-based email promotion, a series of autoresponder emails, a long-form sales letter, engaging blog posts, Twitter feeds, and Facebook page posts, case studies, etc.

Write these effectively and trust rises to the top much quicker than forced, “trust me,” manipulation. And with it comes credibility your prospects will return to again and again!

Master copywriter and trainer, Will Newman shares these five easy-to-implement strategies to help build credibility on a foundation of trust:

1–“Avoid hype.”

Saying you’re “the world’s greatest…” works in infomercials for a variety of reasons but is that your medium? Calm, authoritative approaches do more to establish trusting clients/customers.

2–“Avoid vague or unsubstantiated claims.”

Backing up your comments with substantial data shows you’ve done your “homework” – adding credibility. Instead of proclaiming, “The world’s greatest…,” describe how your product/service/etc. is proven to accomplish this or that by a certain percentage, etc.

3–“Give your prospect a reason to believe.”

Claims of effectiveness, etc. backed by proof and endorsement within your marketing content adds to your believability. And it builds credibility.

4–“Speak to (prospects) as an equal.”

Know-it-alls are seldom listened to. A friendly, realistic, conversational tone establishes a connection.

5–“Respect your prospect and their needs.”

This is a core trust builder. Respect follows trust.

Build trust in your marketing with clear, compelling copywriting.

May 26, 2011 Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

12 Reasons Why Businesses Fail at Social Media (And How You Can Succeed)

Browsing my Evernote idea file to write today’s post I came across this one I had clipped weeks ago – 2011 Predictions: Top 12 Reasons Businesses Will Fail at Social Media.

I encourage you…don’t let the negative post title think it’s all doom & gloom. In fact, give attention to the “12” and your business could take the lead ahead of other social-media-wanna-be’s in your niche.

My thanks to FruitZoom for the frontal perspective. I’ll share their “12 Reasons…” and zero in on a quote from each so you get the idea. Go to their site to catch the full scoop from their post.

1-“Don’t understand the ecosystem…

(Social media)…doesn’t work like the days of traditional advertising where you push a message and expect to change thought via a cool ad, billboard or tv commercial. Instead you must not only find a way to become part of the community, build your own community but also be able to successfully grab attention of your audiences authentically and via relationships.”

2-“They hire the wrong consultant or agency…

One size does not fit all and a cookie cutter approach not focused on your market niche is going to bring zero to little positive return. Organizations must take responsibilities to do their research, not believe everything they hear from a consultant and do no accept status quo or ‘one size fits all’ solutions.”

3-“They execute via Random Acts of Social Media (RASM’s)…

Organizations must set goals and objectives before engaging in social media. Don’t tweet randomly…To avoid randomness in social media integration is key to success. Social media needs to be integrated into the DNA of business.”

4-“Have wrong social mindset…

They may lack the understanding that social media requires engagement. They may have the mindset that they’ll simply use social media as an additional venue for blasting noise, coupons and other…Social media cannot be leveraged as other traditional mediums.”

5-“Underestimate the resources and knowledge required…

You need more than an intern with a twitter account to execute your social media plan and connect with your audience in a way that represents your brand and market positioning…Although you’ll hear the clueless tell you ‘social media is free.’ Sorry folks it’s not. It steals your greatest asset which is time. It eats ROI for breakfast if you let it.”

6-“They don’t engage…

Bottom line, you must engage with your audience. Do more than tweet at them, tweet with them. Join in the fun. Inspire them to connect with you. Attract them organically to your brand and the people inside your corporate walls.”

7-“They don’t implement a social media policy…

(A social media policy) will protect an organization from legal risks and set a standard for how employees and partners should engage in social media on behalf of the company.”

8-“Lack roles & responsibilities…

Take the time to iron out the internal battles or insecurities within an organization…Clearly define roles…Flying by the seat of your pants will get you flat on your butt and nowhere fun!”

9-“Assume social media will fix their broken business…

If your business is broken, sales is not working with marketing, your message sucks, your audience doesn’t like you…sorry folks, these problems (cannot) will not be solved by social media. In fact, social media will make them worse.”

10-“Make a bad first impression…

Your goal is to build community and inspire people to take action. If you make a terrible first impression the chances of that visitor ever returning to your Facebook page are slim to none.”

11-“Have unrealistic expectations for social media…

Do your research and be realistic with the goals and objectives. You must be patient with social media.”

12-“They are boring…

Social media is about inspiring an audience to connect with you. If you have struggled with this offline or with other traditional media, chances are a Twitter account and a Facebook page are not going to fix it…Connecting with your audience is a requirement not an option regardless of the medium.”

Social media works. Don’t be overwhelmed by the growing list of faux pauxs many are making with it.

Ask for help, plan your use of social media, and work your plan by diving in…start engaging!

May 25, 2011 Dental B2B, Dental Business, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

Why Your Marketing Should “Get” Social Media

Are you one of those who still don’t get the whole social-media-for-business thing? Or do you just wade in occasionally at water’s edge with a tweet here or a post there because your marketing director said, “We need to get into social media…!”

Frankly, it’s difficult to argue with all the data when you consider that…

Facebook now has around 500 million users!

Forrester Research estimates that companies will spend $935,000,000 on social media marketing this year! By 2012 they’ll spend $1,649,000,000. By 2014 they’ll spend $3,113,000,000!

Web writer and social media advocate, Rebecca Matter, says, “Social media is now mainstream, and it’s growing fast. It’s where the action is, where the money is flowing, and most definitely where the future lies.”

Convinced or not about it’s value to your marketing approaches, perhaps the following will “tip” you over the edge to take some action…now!

User familiarity is increasing daily.

It’s not uncommon to hear the phrase “Facebook me” when requesting information from a friend or colleague. Just this week I told someone they could “message me on Facebook.” In addition to “call me” or “email me” it’s not uncommon for business to be conducted over a direct message via Twitter or Facebook.

According to Nick Usborne, online copywriter and experienced social media expert, “Many millions of users never leave Facebook. They never visit a traditional website. Besides connecting with friends, they use Facebook to browse, shop, and make purchases directly on a company’s Facebook page.”

It now makes sense that asking a client, patient, or prospect to “Like” your Facebook page is another vote for your services. It’s a much more portable referral source to share a Facebook page link than it is to fumble for a misplaced business card.

Imagine a significant number of “Likes” appearing to a potential client when they land on your website and are directed to your Facebook page. That’s a referral source any way you log it!

It’s how people are engaging.

Enagagement, as it’s often called in social media context, is another form of trust-building. We contact people to discover if they’re legit. We do business with those we come to trust.

Engagement over social media can give you a faster track to trust. Not to make light of the value of time-tested trust development but with the options available in your market niche can you afford not to have your expertise accessible to current and prospective clients?

You appear up to date.

These days, one of the first things many notice (and certainly what they look for) is evidence of social media on your website or marketing collateral. A Facebook, Twitter, LinkedIn, and YouTube link tells them you’re current. And once they click over to your Facebook page or subscribe to your Twitter feed there’s a better chance they’ll keep you front-of-mind when they need your services.

Social-ability challenges traditional advertising.

Do you know where Ford launched its new Explorer? Not at a major car show. The launch was on Facebook!

Comcast doesn’t handle customer service the traditional way (over the phone). They do it through Twitter.

Thinking about printing and distributing flyers door-to-door? Think again and do what countless local retailers are doing through Groupon.

Major brands are taking notice too! Standards like Old Spice are no longer depending on old media for branding. They’re doing it through YouTube.

Nick Usborne confirms, “There are hundreds of social media sites now, and thousands of services created to monitor, analyze, and optimize the use of social media as a means to connect with new customers, engage existing customers, and even make direct sales.”

Social media will give your business-to-business marketing an advantage if you…

Embrace it! Don’t ignore it.

Learn to engage more than you promote.

Use it as your annual marketing benchmark.

May 23, 2011 Dental B2B, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email marketing, Dental email promotions, Dental industry case studies, Dental internet marketing, Dental marketing strategies, Dental product case studies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Put super-power ability to work in your marketing

I’m often asked about my copywriting. When someone asks me if I write this-or-that kind of copy I hesitate.

It’s not a hesitancy that results from questioning my ability to write a particular kind of copy. It’s more a matter of thinking how best to answer the question on-task.

“On-task?”

For example, when someone says they’re “on-task” they’re implying that they’re in the process of doing a particular thing. It could also define focus and diligence.

It’s a way of saying – “I’m working on it!” “Consider it done!”

I’m an on-task copywriter. I know how to write content that leads a prospect to a response. Most often that’s a sale.

The word, response, could refer to the intended obvious – the bottom line transaction that involves dollars being exchanged for goods or services.

Response could also describe…

…a “click” through on an email promotion I write that leads one to a more lengthy, descriptive online sales or landing page.

…the process of selling someone on your products’/services’ unique ability to solve a problem through a well-crafted case study.

…a series of tweets (on Twitter), Facebook page posts, or blog posts uniquely designed to engage prospects in a social media dialogue about your products and services.

And yes, it’s intentional!

Copywriting must be intentional. It mustn’t be unfocused, manipulative or merely creative wording.

I’m all for creative copy (I dislike manipulative copy). Especially if words can be creatively organized to promote an otherwise run-of-the-mill, one-among-a-thousand products or services in a way that leads to a measurable response.

A super-power ability.

Dan Kennedy says, “The ability to organize words that motivate people to buy is a super-power.” That’s an excellent description!

In essence, effective marketing and the copywriting that drives it has to do with the ability to organize words to ignite a response.

I’m intentional to provide copywriting that creates a sales response! I’m super-powerful that way not because of any innate ability or physical stature.

No, I don’t carry a big-thunderous hammer like Thor. And I don’t have Green Lantern super-powers.

But I do understand that words work. And I’m on-task to organize them for that purpose.

So yes, I can write your this-or-that copy.

Should we be talking…?

May 18, 2011 Dental B2B, Dental Business, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

How to give your products & services “blockbuster” status

The summer movie season is almost here. Has me thinking about what most blockbuster movies have in common.

And it’s the same reason excellent marketing and outstanding copywriting draws you in.

I’m talking about the plot or story-line that keeps you riveted as the story unfolds. A well-crafted story-line drifts (ever so slightly) back and forth. Just when you’re feeling carried to another seemingly disconnected place…the plot reappears…drawing you back into the story once again.

Marketing copy compares to the story you’re telling about your business, product, or service. How well you keep your target audience engaged, buying, and doing business with you tells whether they’re riveted as your story unfolds.

Keep ‘em compelled and first-time, front-end clients or customers will become repeat, back-end ones time and again.

This is traceable to a significant element of your marketing-story. Like the plot or story-line of great cinema this is a key within your marketing copy.

It’s your USP…

I’m talking about the Unique Selling Proposition of your business, service, or product.

(Back to the movie analogy) Ever sat through *flick* and thought – this plot seems a lot like… (the movie you saw last year). What’s missing or vague is the UNIQUE story-line that would earn it top box-office.

What I enjoy and am challenged by as a copywriter is exploring deep beneath the surface of my client’s services and discovering their USP. What is it about *Product/Service A* that reeeeeally makes it unique…unlike all the rest in the same or similar industry?

Distinguishing yourself from the crowd sends bigger waves of opportunity flowing your way. Otherwise, you’re merely creating ads, promotions, website content, etc. and all the blah-blah-blah that goes with it. And remember people don’t invest time or money for “blah.”

Here’s how to develop your U-nique story-line – do this and exploit it within your marketing copy.

1>Spotlight your Feature Presentation

Sit down to write about your business, product, or service and you’ll naturally and reflexively begin with features. Feature focus is easy because we’re accustomed to spotlighting them.

After all, you see yourself as the newest…biggest…brightest…sexiest…boldest…fastest…and any other *est* that applies. The problem with stopping there (please don’t) and spinning out your promotional copy based mostly on features is that there are others convinced their *est* is better than your *est*.

If you really want to command attention…

2>Promote your edge-of-the-seat Benefits

Here’s where the plot thickens. Telling your market about your features – mostly – stops short of the real juicy details that’ll compel them to do business with you, use your services, or buy your products.

Remember you’re unique. So…list all the benefits you can think of. If you’ve developed the fastest this-or-that (feature) get to the core of what you’ll promote (benefits) by asking and answering the question *which means…?* for every feature you spotlight.

Try this. Fill in the following blank with your business, product, or service – “We provide the fastest (or other feature oriented word) ______ which means… (how does providing the *fastest, etc.* lead to a benefit for your client or customer?). Do this for enough listed features and you’ll arrive at your USP (Unique Selling Proposition)…then promote the heck out of it!

And you’ll potentially…

3>Secure Repeat status

Not all great movie story-lines have a sequel in them. In fact some excellent box-office films took a nosedive when their sequel was released.

On the other hand, businesses thrive on sequel after sequel. I’m talking about *repeat business or sales*.

Every new or re-purposed product secures its repeat status when its USP is promoted to the hilt. And it’s a process worth repeating – spotlight features…promote benefits (USP)…position yourself for repeat business.

Bottom line: when the credits roll how’s your business story being told?

May 17, 2011 Dental B2B, Dental Copywriter, Dental Copywriting, Dental Industry, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

The Voice and your copywriting tone

The Voice is an NBC prime time television series that features musical superstars Christina Aguilera, Cee Lo Green, Blake Shelton, and Adam Levine (of Maroon Five) as judges. Each selected their team of vocalists from a parade of vocal talent. The catch – they initially listened to them sing with their backs turned to them, only focusing on the contestant’s voice.

Think about it, we listen to radio, a download, or an album in much the same way. We hear the voice without seeing the singer.

I admit, sometimes when I’m watching American Idol I’ll close my eyes as the competitor sings. Focusing on their voice instead of their presentation reveals something about their talent.

Voice connects. And it’s the starting point for effective copywriting.

Voice is the tone, attitude, or style chosen to communicate the message. It’s how you focus and evaluate your marketing content.

Is your voice clear to your target audience? Can readers hear your voice over the noise of other competitors? Does the presentation/packaging hide your voice?

And such an evaluation begs the deeper question – what IS my voice and how do I choose IT? I’ll make it easy by suggesting one voice that works.

Direct response copywriter, Paul Hollingshead, suggests…

“Imagine the person you’re writing to. Picture him or her as a friend.”

Writing to a friend is entirely different than keeping it strictly business. The error many make in the first sentence is taking on a formal…corporate voice.

Here’s how to use a friend-to-friend copywriting voice:

Be conversational.

Write like you talk. People appreciate and relate best to everyday language.

Keep it casual.

The goal of marketing is the sale. But keep in mind that people don’t like the idea of being sold. Copywriting should engage emotions.

And speaking of emotions…

Connect emotionally.

One of the fundamental rules of selling, according to Michael Masterson, is “people buy for emotional not rational reasons.” As a dental supplier…dental marketer that means people are more interested in the emotional benefits of the latest teeth whitening product than they are the “latest…greatest” features you’re promoting!

Find your voice and your market will listen!