I wrote a recent blog post around a now favorite quote by copywriting and marketing legend, Dan Kennedy.
“The ability to organize words that motivate people to buy is a super-power.”
Written communication has the moxie to change things. If you want to win-the-day with any topic, trend, thought, service or product transform them with super-poweredness (how’s that for a cool, new word).
I’m a copywriter (and an occasional public speaker/trainer) so you’d expect me to enter the fray with words. It’s why you hire or outsource your marketing content (word-wise) to those of us with the chops to bring just-the-right words to the front-lines of whatever it is you’re promoting.
Take oral cancer prevention for instance (and take it seriously!).
I picked up an eye-catching…informative data sheet from the front office of the dental practice where I work part-time – “Common Myths About Oral Cancer.” It used the common Myth-vs-Fact approach to heighten awareness of this life-threatening issue.
The more I’ve reflected on the “Facts” the more I believe that super-powered content can shift the battle against this killer that takes 9,000 lives annually out of the 34,000 impacted by it (more deaths per year, by the way, than melanoma and cervical cancer).
The super-power ability in me (thanks to Dan Kennedy) wants to go all Captain America on this health threat.
Words motivate! And there are strategic ways to organize them to compel people to have awareness and take action against something as serious as oral cancer – or whatever you’re promoting.
Someone has taken on oral cancer and won! Perhaps the tipping-point was an oral cancer screening product used by a savvy dental practice. Maybe a hygienist’s knowledge gained via a particular continuing education course trained her in what to look for. Could be that a practice management firm with a strong bent towards oral cancer steered their practices in the right direction towards state-of-the-art screening technologies.
A well-researched, compellingly written case study tells THAT story. And what better story than a life spared.
>A White paper or Special report
Sometimes the mountain of data must be distilled to its essence. Too much technical jargon numbs your readers or market to the real-life impact of something as threatening, in this instance, as oral cancer.
A white paper or a special report cuts-to-the-chase.
Their unique format states the problem and offers an expert solution (that’s you and your product, service, or information). These also communicate well to an audience that is typically accustomed to a more academic, technical approach. And they do it without the – sometimes necessary – word volume associated with standard technical writing.
>Social Media (didn’t think I’d leave it out did you?)
Twitter, Facebook, Blogs, Google+, YouTube, QR Coding, etc. provide a steady-stream opportunity to become a content super-power. Link back to big-gun content like case studies, white papers, special reports, web content, blog posts, etc.
Social media provides the opportunity to get chatty and occasionally frontal about the topic at hand.
Engaging dental social media builds trust. And dental businesses and dental service providers on the front-lines of social media will increasingly be viewed as industry experts.
That’s the big idea, really. Whether you’re talking about oral cancer or promoting dental products and services that offer preventative solutions – you want an “expert” in your corner…right?
Even better…how about some super-poweredness?