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.