June 2011

June 29, 2011 Dental Copywriting, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

What Elmer Wheeler Said That Can Enhance Your Dental Marketing Copy

As I write this post the Fourth of July holiday weekend is approaching. Soon, the familiar and annual sound of fireworks exploding overhead will symbolize how we Americans celebrate our freedom. And of course another sound will arise from BBQ grills across our grand land – the *sizzle* of hot dogs, burgers and steaks (hey…there’s always a reason to grill something during the summer season).

Referencing the word, “sizzle,” reminds me of the classic advertising line from the pioneer of persuasion, Elmer Wheeler. I discovered some marketing principles in an article highlighting his now classic book, Tested Sentences That Sell.

In fact, I’ll use his now infamous marketing phrase to lead off a list of 5 Keys to Enhancing Your Dental Sales and Marketing Copy.

Don’t sell the steak – sell the sizzle

First things first. Effective copywriting sells benefits and deeper benefits. Life is too short to waste yours or your prospect’s time talking…talking…talking about the product.

Don’t write – telegraph!

In Wheeler’s day, telegraphs were all-the-rage for sending messages. Being charged by the word meant keeping the price down by choosing your words wisely.

Saying, “Don’t write – telegraph,” Wheeler implied, “Make every word count.” He would say, “…your first 10 words are more important than the next 10,000…” and “…you have only 10 short seconds to catch your prospect’s attention.”

Say it with flowers

In other words, it’s not enough to make a statement about your dental business, dental products, or dental services to your prospect. You have to prove it! Say, “I love you,” and then prove it…by sending flowers (sincerely and convincingly, of course).

Don’t ask if – ask which

Always give your prospect a choice between something and something. Never go with a choice between something and nothing. “Would you like fries with that…?” (Something and nothing). “Large or small fries with that…?” (Something and something).

Watch your bark!

Wheeler had a love of dogs. He knew you could tell how a dog feels at a given moment by the way they wag their tails and by the sound of their barks.

Saying, “Watch your bark!” Wheeler’s reminding that it’s not just what you say but…how you say it. When writing promotions keep the copy conversational and engaging.

Elmer Wheeler kept is simple and to the point. He knew what we all must come to understand – there’s freedom in simplicity (or something like that).

June 28, 2011 Dental Copywriter, Dental Copywriting, Dental Industry, Dental industry case studies, Dental marketing strategies, Dental product case studies, Dental social media, Dental web content that works, Marketing dental services, Marketing dental supplies, Social Media No Comments

Vintage Copywriting: How to Re-Purpose Your Dental Marketing Content

In my mid teen years my Dad bought an older house to salvage the lumber, brick, and stone for use to remodel our new home addition. I remember, as we speak, pulling what seemed like millions of nails from the lumber that would be re-nailed into flooring, wall studs, etc. in our new house.

The occasional reflection reveals not only my dad’s innate resourcefulness but also his wisdom. Nothing against buying or selling new. But sometimes the ever-popular and now trendy vintage approach works too!

From jeans to cars to jewelry and (in our case) home building/remodeling – vintage is cool! And the cooler thing about vintage: something always will be (think about it).

My dad’s vintage-housebuilding-resourcefulness got me to thinking about copywriting and marketing content. There could be vintage value going unused in your dental product and dental service promotions.

Here’s a few how-to insights to recover and reuse some of your dental copywriting and dental marketing content:

>Deconstruct your testimonials.

Survey quotes and satisfied customer/patient testimonials work.They’re a way for prospects, leads, and potential clients to “kick-the-tires” – so to speak- without a commitment.

Try deconstructing a few of your recent, best testimonials and reconstruct them as a case study. A case study takes the client’s experience up-a-notch by showing how your product/service solved a problem.

Julie Borgini, a copywriting colleague in the software and high-tech industry says, “Case studies are short articles that describe how companies solved a challenge with a product or service. It’s a simple and effective way to talk about your company and its services, and how they apply in a concrete way to potential clients. Think of them as a before & after picture of a situation your company faced.”

>Recycle blog content.

If you blog about your services (and I highly recommend you do) you’re sitting on a gold-mine of recycle-able content. A simple blog post can be re-purposed as an e-newsletter article, one among several chapters in a special-report you offer free to your client list, or social media posts you link back to via Twitter or your Facebook page.

>Renew web page content.

Your existing web pages may need the demolition crew…but maybe not! Consider a site-audit first!

A website audit can determine if your keywords and SEO (Search Engine Optimization) are up to speed. You’re leaving profit on-the-table if you built a website with the latest flash technology and graphics thinking that’s the answer to increasing site traffic.

You’ll be amazed at the simple tweaks a site audit will provide. And once those few edits are implemented you’ll be equally astounded at the increase in traffic and Google ranking potential.

Sometimes a little sweat-equity uncovers some still usable resources.

And another thing…the older I get the wiser my Dad becomes. Thanks Dad for a memory and lesson I’m bound to get more mileage from.

June 23, 2011 Dental B2B, Dental Business, Dental Copywriter, Dental Industry, Dental marketing strategies, Dental social media, Marketing dental services, Marketing dental supplies, Social Media No Comments

3 Ways to Sharpen Your Social Media Mindset as a Dental Business

“All businesses are being forced to go social.” That’s according to Michael Brito.

Maybe you’ve been waiting to see if all the buzz about having a blog, a Facebook page or a Twitter account is just another passing trend. Delaying or avoiding social media altogether may have been the general mindset a few months ago but no longer.

And while the talk (for businesses) about social media engagement surrounds marketing, it’s important to know there’s more to it.

Brito says that most brands get it. And he observes that most brands are doing a really good job listening to their customers through social media channels (Facebook, Twitter, Blog, etc.).

So, being a copywriter in the dental industry and one who happens to be a social media convert and consultant I must ask – why wait to dive into social media? Or, if you’ve been dabbling, why not ratchet it up?

3 ways to ratchet-up your mindset and use of social media as a dental industry business:

1) Join the “evolution.”

The days of solely marketing your products and services via direct mail (I said solely so), a competitive postcard mailer, a Yellow Pages ad, and if budgets allow, a radio or TV spot are diminishing. Why would you exclusively limit yourself to these marketing approaches?

Use them. But consider how much more effective and inexpensive (in many cases free) it is to engage your clientele through social media. After all, they’re using it. And could be wondering about your absence.

Brito says, “…organizations are evolving from businesses that merely engage in social behavior into social businesses. There’s a huge difference.”

2) Maximize the “social pillars.”

“Social business is built on three pillars – people, governance, and technology,” according to Brito. And the principles apply to any size organization.

Social media helps eliminate barriers. It especially deals with how we communicate our opinions and feelings about brands.

Imagine how your product and service equity will increase when clients communicate their satisfaction via social media. And they can do it in-the-moment…in real-time! Think less survey forms or ad naseum “how-did-we-do-today?” questions upon check-out.

Equally social businesses are held accountable for their quality (or lack of it) too. You don’t want a viral surge of negative influence about how your company or practice dropped the ball when it came to customer service, etc.

The technology is there and improving as we speak. Already, businesses are seeing the value of QR coding (more on that in future posts), location based social media tools like Foursquare, Gowalla, Facebook places, etc.

You can virtually run your marketing from a single laptop or even a smartphone (remotely). And monitor the feedback instantly.

3) Welcome the conversation.

A 2009 study revealed that 85% of Americans using social media think companies should have an active presence in the social media universe.

And according to Brito, “Out of the 85% of people who want companies to be present in social media (get this):
>34% want companies to actively interact with them
>51% want companies to interact with them as needed or by request
>8% think companies should only be passively involved on social media
>7% think companies should not be involved at all.”

No more waffling or dabbling! Social media is here and your prospects and clientele are ready to keep the conversation going.

June 22, 2011 Dental B2B, Dental Business, Dental Industry, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

Do You Have a Social Media Chip-on-Your-Shoulder? (3 Keys to Get Rid of It)

Trust and authenticity are the currency of social media. And your Facebook page alongside your Twitter account and blog are the places where you should lavishly spread that currency around.

I emphasized trust and authenticity in a recent post because people are now so oriented to interacting with dental companies, dental practices, and dental supply brands who seem at least somewhat familiar with social media. And once you’ve caught on to the value of social media engagement your perspective and marketing approaches shift.

There’s a more frontal…give-it-to-me-straight marketing interaction (in contrast to the old-school, bait and switch).

There’s freedom to be yourself without the flash (in contrast to slick, hype-y…expensive marketing – think jeans and maybe a sports coat instead of suit and tie).

There’s conversation around products, services, and expertise (in contrast to if-we-build-it-they-will-come).

I think of the days of mom & pop shops. Social media is restoring confidence to business and service providers who have that grass-roots brand of marketing DNA.

Coaching a grass-roots confidence is the responsibility all who are coming into their own with social media marketing.

I once felt like a rookie in the big-leagues when I first opened my Twitter account. I resisted for months as early as 2008.

But I’m there…in fact I have two Twitter accounts. One is personal/general copywriting/marketing consultant related. The other is specific to all that within the dental industry.

I’ve had my social media ups and downs. Some days I feel like a shivering chihuahua alongside the social media big dogs.

And sometimes I write and publish on my blog like I think a big-dog would. In fact, I’m still nursing a fresh wound because I forgot what this whole social media deal looks like to someone who doesn’t engage in it (not because they’re opposed…it just isn’t something they’re into…like many marketers, still).

I’m reminded that when I speak and write about the failures of traditional marketing with my new social-media-is-all-about-trust-and-authenticity-chip-on-my-shoulder, I risk alienating those I’m still invested in.

So…here’s how to boost your social media confidence when wanna-be big-dogs (like me) mess on the lawn (or seem to be growling at those who aren’t so much into social media):

1) It’s about being yourself.

You and your business, product, service have a story to tell. Engage (that’s “talk” in social media) about the problems you’re solving, the solutions you’re delivering, the benefits you’re bringing to the marketplace. No one else can be you better than…well, you!And once you stop being “you” – it really doesn’t matter!

2) It’s about keeping it simple.

Really, what’s the point in being complicated. Life’s complicated enough and so is business.

To-the-point simplicity is a big adjustment for those new to social media. The full-frontalness of the dialogue (on a blog or via Twitter and a Facebook page) can be misunderstood as edgy or in some instances, even trite.

Hey, when Twitter allows you only 140 characters you can’t dilly-dally (a word I’d probably not use in mainstream marketing). That’s a steep learning curve for those accustomed to traditional marketing approaches.

3) It’s about creating conversation.

Once you’re around social media long enough you’ll learn that appetizing conversations begun on your Twitter or Facebook page feed should effectively transition to your website or blog via links (ow.ly, bit.ly, etc.).

Think of social media conversations (even those involving your business, products, services) like you would saying to dinner guests following a meal, “Let’s move to the patio…can I get you another drink…” There’s no hype among friends – just swapping stories in good conversation.

…and now where’s the dip for that chip-on-my-shoulder I mentioned?

June 21, 2011 Dental Business, Dental Copywriter, Dental Copywriting, Dental marketing strategies, Marketing dental services, Social Media No Comments

If You’ve Ever Been Duped with Fine-Print (Or Been the Dup-er)…Read This!

If you’ve ever been teased or pranked – you know the feeling. It’s irritating to be duped. And while duped might be a bit strong, it carries the emotional punch necessary to explain what I’m talking about.

Occasionally I receive a mailer with a headline announcing something like a SPECIAL PRICE…etc.The layout and content do their job, grabbing my attention just as it was designed to do.

But…

My careful (yet not so common for many) eye is drawn to the fine print beneath the SPECIAL PRICE offer indicating the rules-of-engagement, so to speak!

Now first of all, I understand the power of headlines – it’s what I do for crying-out-loud! I’m a copywriter! And next, I’m aware of the significance of a strong, compelling offer.

Beyond that…

Maybe it’s personal. And perhaps I’m being nit-picky. And possibly I’ve missed something as I consistently learn from master copywriters to hone my craft.

But I must ask: is fine-print necessary in marketing content?

Fine-print has been around for decades (if not longer) in marketing. The often comical equivalent in TV and radio ads are those fast talking auto commercials (don’t get me started on their absurdity – that’s another topic).

Seriously, if the voice over person runs out of breath explaining the deal restrictions before his/her 15 to 30 seconds are up…what’s that about?

In reality, effective headlines and related offers draw you in…tease you a bit…and compel you to take action. That’s great (even good) copywriting!

Why use fine-print? As if to say – “Oh, by the way you’ll need to do this and that to qualify for our amazing deal…see, it’s written right here…let me fetch you a magnifying glass or find you a pair of reading glasses…I still hope you’ll take advantage of our special offer cause we’d love to have your business…” Are you serious?!

Consider this if/when you must use fine-print…

Sometimes you’re forced to use fine-print due to space limitations on a postcard mailer, for example. If so, make sure your copywriting states or restates the offer and doesn’t hide the facts from the reader.

Qualify the reader’s relationship to the SPECIAL OFFER right up front in an easy-to-read…can’t-miss headline (that’s where it matters most). Save the fine-print for take-it-or-leave-it clarifying content, directions, weblinks, instructions, etc. that naturally follows the headline/lead copy.

Be careful…don’t undermine your marketing integrity.

If you worked hard enough to come up with an offer that compels a response why not include that in your headline and lead instead of giving buyers the “oh-by-the-way” real-scoop in the fine print?

1) Don’t mislead hoping I’ll misread!

In the dental copywriting world, if you’re promoting an “$89 TEETH WHITENING SPECIAL…” Tell them it’s for NEW PATIENTS in the offer headline.

What do you lose by including that fact there instead of something like the fine-print version that might read…

“For new patients only who have not had more than 15 cups of coffee, wine, or other tooth staining beverages in the last six months while vacationing in resorts south of the Gulf of Mexico including but not limited to the Cayman Islands, Puerto Rico, and Antigua…”

Invest the time to come up with an offer that compels and just tell them what it is. Then they can decide. After all, decision is their prerogative.

Which reminds…

2) Don’t decide for them by luring them in your door or teasing them into a phone call to obtain your offer only to leave them hanging when they find out they don’t qualify (because they didn’t read the “real-deal” in the fine print).

Now they feel stupid…and (if they’re not strong willed) obligated! Sort of helps you understand why many distrust advertising, doesn’t it?

I realize marketers (I am one) assume people are smart enough to read the fine print and to know the set up (which I also realize might weaken my case a bit). But these days marketers should also assume something else…

Today’s consumers/buyers are engaged in social media where trust and authenticity rule!

They’re savvy enough to know when they’re being duped. And they’re equally capable of moving on to sellers/marketers who say it simply…clearly…and compellingly (in a first-glance-readable font) and let them make up their mind then and there!

June 16, 2011 Dental B2B, Dental Business, Dental Copywriter, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental web content that works, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

3 Questions Dental Web Copywriting Must Answer…or Else

Picture a large sports venue with a seating capacity of 40 to 50,000. Put yourself as a dental marketer or a dental service provider in one of those thousands of seats.

The stadium announcer booms out (Why? I don’t know. But stick with me…), “This just in…a local dental practice seeks a substantial supply of (your specific product or service). If you provide (your specific product or service)…stand up!”

Picture nearly 10,000 standing!

A strange but somewhat realistic analogy when you consider it alongside what happens countless times a day online. The bigger question – how do you stand out in a crowd that numbers significantly more than 10,000 (relative to the average Google web search).

I’m a dental copywriter. I’ve narrowed my attention to those who provide products and services to the dental industry.

When I set sail in this niche my first online research process produced nearly 40,000 companies who’ve tagged themselves “dental supply” companies. That’s a lot of companies vying for the attention of thousands more who rely on the supply chain they represent. Think about it!

How do you get online attention…and keep it?

Producing attention-getting and attention-keeping web content as a dental marketer and/or dental service provider deserves your utmost attention! I recommend the following three tips from web copywriting expert, Nick Usborne, for attention-deficit websites.

3 questions your web content must answer to get and keep attention:

1) Who are you?

Getting to the core of who you are – as a business or service – helps you get more attention. Remember there are potentially hundreds – if not thousands – in the same or similar business as you.

But…your business-DNA is unique. You must differentiate yourself and get attention away from the pack.

Usborne encourages the simplicity of narrowing your biz to the core (benefits) through writing a 500 word (or less) article on your business, product, or service. This exercise funnels the related details into an easy-to-read format.

2) Who do you exist for & how?

The point of your business or service is to provide benefits. So envision – whoever that end-user is – actually using your product or services.

Usborne invites writing 10 user scenarios involving 10 different people (e.g. how does your product or services benefit them, what will they experience as result, etc.). This *power of 10* approach highlights the real reasons people do business with you – why you exist!

And finally…

3) What’s your business…in a nutshell?

Attention spans are short…especially when potential customers and clients surf the web! You must maximize your time and theirs. It helps to crunch-down who you are and what you do into a concise few words.

Nick Usborne says the core of your business is best expressed in 10 words or less. Write them down. Refine them. Then, keep those words accessible (in your mind) at all times as a *tagline*.

Give your dental business and dental services a front row seat. And position yourself to land the attention of countless web surfers by applying these online content tips.

Contact me about narrowing your dental marketing strategy and dental web copywriting to an attention-getting core! Case studies, online articles, and social media are an excellent way to stand-out in the crowd of dental marketers and dental suppliers.

June 14, 2011 Dental Copywriting, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental web content that works, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

The web has changed – do you know what to do?

As a dental service provider or dental marketer, let’s agree you want a piece of the online action. But how does your web presence compete for the attention of today’s savvy web surfers.

And once you’ve established an online presence – that brings in business – how do you keep it?

You do know the web HAS changed…right!?

Securing that attention is both a technological AND content issue. The web presents countless waves of opportunity for dental industry and dental marketing pros like you.

Here’s a few reminders of how savvy, A-level dental marketers are strategically using the web for their front-line dental marketing efforts:

–>E-mail (Are you maximizing this tool?) – use product/service promotions, autoresponders (a series of strategically written email promotions that provide a click-through link to your website or promotional webpage).

–>E-newsletters or e-zines (Got one? – they work in ways you may not have considered) – keep your products/services front-of-mind through a series of articles and tips published weekly, bi-weekly, or monthly.

–>Blogs (For some they’re better than an e-newsletter and…they’re more than a place to vent or rant) – stay on the radar of the your target market through consistent, relevant content that establishes you as an authority – or at least one with your finger on the pulse of your industry. See it…say it – that’s the power of having a go-to blog.

–>Social media (Seriously! What are you waiting for?) – think Twitter, Facebook pages, LinkedIn, YouTube, Foursquare, Gowalla, etc. I’ll be as bold to say – “Get on board or be irrelevant (that’s a kind way of saying you’ll go the way of the dinosaur)!”

–>Home pages (perhaps the most strategically under-utilized and ineffective website page) – set the pace for your entire website here.

–>Landing pages…squeeze pages (could be the difference between a customer and potential one) – warm up your market with a product/service promotion before they even get to your website.

–>Podcasts (if you’ve got something valuable to say) – be the voice with a portable…listen-as-you-go marketing tool (IPhones, IPads, Blackberrys, and the Android market of smartphones make this a slam-dunk)! Embed it on your website and build your subscriber list. For some hearing is better than seeing (reading).

–>Webinars (nothing to fear…much to gain when used right) – create an online educational system. Save cash-flow on training travel and related fees. Offer the occasional free webinar to build your educational tribe.

New and efficient forms of communication require fresh, targeted content. Design is a significant feature of your dental industry website for sure.

But without benefit-biased copywriting all the *pop* and *flash* technology risks diverting attention…and the web, brothers-and-sisters, preaches the doctrine of attention!