October 12, 2018 Content marketing, Dental content, problem solution content No Comments

How to Fearlessly Handle Problems Using Your Dental Content

The antidote to a problem is a useful solution. Might seem obvious but how you use dental content to solve problems is a key to earning trust.

You’re kidding yourself if you ignore consumer’s top worries as relates to your products or services. It’s the dilemma every business faces…dental practices and dental industry businesses too.

If anything CAN go wrong…

But why not focus on what’s right?

It’s common that weaknesses are feared more than strengths. Negative is more popular than positive. Wrong is more controversial than right.

For example, it’s why promoting dental implants as a tooth replacement over a partial denture will occasionally prompt a list of negatives.

In this instance, online searches typically lean toward “negative reviews for dental implants.”

The public wants to know what “…can go wrong…” This reality holds given perceived investment value.

This drift to the “negative” can apply to one dental supplier relationship over another, to a particular technology, to traditional braces or Invisalign®. It’s what the public is wired to do.

”Hug” the “elephant-in-the-room”

Problems are a gold-mine of opportunity for creating dental content. The less afraid of them you are, the better your content will be received (and discovered).

Remember, what the dental-seeking-public searches for online relative to your services or products. They often search for “…problems with ?”

Fearlessly standing next to the “elephant-in-the-room” will instill trust in your expertise.

Sure, it’s more popular to highlight the features and be careful not to open pandora’s box of doubt regarding what “can go wrong.”

But when you’re unafraid to boldly list and then answer negative issues…you gain credibility through your dental marketing content.

How a problem-bias leverages your dental content as the solution

Invite problem-solution conversations

Build a natural assumption into your dental marketing narratives. In essence, avoid being “offended” that a patient or client might find something wrong.

Instead, welcome the conversation that their questions and problem-perceptions create. These dialogues can lead to a variety of beneficial outcomes.

  • Problem-based questions lead to solution-based answers. Share content about how your particular product/service solves their issue or alleviates their concern.
  • Problem-based questions put you in expert-mode. Leverage every opportunity to confirm your ability to understand your audience and educate them via your content.

Be aware of how your patients or clients think

Dental marketing can easily numb your audience. The amount of well-intentioned direct mail flyers and online ads becomes “white-noise” especially if it’s perceived you’re not listening.

  • Confirm you’re all-ears by answering their questions and concerns with honesty. Inform more than sell.
  • Compel their trust by being unafraid to talk about your competitors. Be transparent.

Theme your dental content as a go-to solution source

It bears repeating. A problem-solution, ask-and-answer content strategy gives you an advantage.

Today’s consumers are search oriented. They ask Siri, Alexa, and Google what they want to know.

You’ll be among the, “Here’s-what-I’ve-found-on-the-web-about…” answers if your content is themed around answering relevant questions and solving common problems.

  • Listen to your audience’s questions, comments, and reviews. Read between the lines to get to the root of how your product/service can meet their need.
  • Leverage your content into their space. Use a variety of content delivery channels – blog/article page, social media, email.

Content gives you confidence. Use it to highlight the positive and clarify the occasionally negative.

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September 28, 2018 Costs, Dental Copywriter, Dental Copywriting, pricing No Comments

Some Clarity About What Dental Copywriting Costs

It’s typically the first question I’m asked when someone contacts me about my services. And I’ve preferred to answer the “what does dental copywriting cost” question later in our conversation.

I’m reconsidering.

Why the change of mind?

I’ll give credit to Marcus Sheridan. A chapter in his phenomenal book, “They Ask You Answer,” opened my thinking about why cost transparency is essential.

In fact, his findings (and experience) were confirmed through one article about pricing on his company’s website (then the pool industry). It was surprisingly effective.

Getting clear about transparency

Being transparent about pricing isn’t necessarily about a detailed price list. It’s about something more.

I’ve not been opposed to sharing the costs of my services. Yet, it’s typically been a matter of timing (when to share those details).

For example, you might contact me about the cost of webpage copy for your dental practice or dental industry business. Or you might ask how much blog content costs to consistently keep your audience educated and informed.

To date I’ve not had a “price list” on my website.

Rather, I’ll ask a series of questions designed to help me uncover the scope of your project. Such questions give me a better idea of what you’re in need of.

I realize early in our conversation that you’re after affordability based on your budget. And that’s understandable.

I, on the other hand, would prefer to probe a bit. To me, your question, “what does dental webpage copy cost?,” is premature to a core question I ask prior to quoting a fee:

What will best provide value to your dental business/practice/etc.?

“…discussing cost and price is not about affordability, it’s about psychology. It’s about trust.” – Marcus Sheridan 1

Once trust is established…

Everything revolves around trust. And trust is the mindset that drives the pricing conversation forward early in our relationship…or whenever the subject comes up.

I’ll let you in on something…

Though I’ve been doing this for years…I stress a ton over how to price a project.

Sure, projects like writing dental webpage copy or dental blog content are common in my wheelhouse. I’ve written volumes of it to the extent that when you contact me for a fee quote a few key considerations come to mind:

  • Webpage copy is fluid…unlike print copy (e.g. direct mail, a brochure, print ad, media ad, etc). That makes webpage copy a repeatable, easily renewable investment.
  • A dental website that informs and compels effectively will lead to an appointment, a product/service purchase, a longterm patient/client relationship for not one but perhaps multiple friends and family members/colleagues, etc. In essence, its value to your “business” is multiple what you pay me to create it one time.
  • Copywriting is an art that requires unique skills to tap into the mind of the dental-seeking public. To put it bluntly, you can shop online for any warm-blooded person that calls himself or herself a copywriter or content creator…but you will always get what you pay for.
  • I’m a professional copywriter (since 2007) trained in direct response principles by some of the best in the world, with thousands of pages of copy to my credit…and I’ve worked in the dental industry (at a local dental practice)…and my wife is a dental industry veteran…so, yes, I’m around dentistry every day with tons of experience on the table!

So, what does dental copywriting cost?

My answer, though surprising, might be the most helpful one you’ll hear about costs and pricing associated with professional dental copywriting and content creation.

Here’s the scoop…

Dental copywriting and content costs reflect the scope of the project

Scope could be determined by the number of pages, a page’s density (as in how much research is required to produce compelling information), the audience the copy/content is targeting, what’s being promoted or featured, etc.

Scope is important because a project takes on a life-of-it’s-own. You have something in mind but copywriting and content expertise could and probably will uncover levels of value you might not initially be aware of.

In this case, your value-investment increases.

Scope considered, a value-based price range might look like this for common online/digital projects:

  • Webpage copy – $250 to $500+ per page or $1,200 to $2,000+ for a full website
  • Blog content – $175 to $500+ per post or $375 to $750+ (per month packages)

Dental copywriting and content costs are flexible

Fee flexibility can be determined by:

  • Packaging or A la carte preference. For example, you might want a single blog post ($175 to $500+) or monthly blog content ($375 to $750+ per month).
  • An ongoing retainer relationship. These relationships are optimum for maintaining consistency (copy/content voice, service/product expansion, etc) and there-when-you-need-it services (i.e. I’m on your “speed-dial!”).

Keep this in mind when you’re wondering about the cost of dental copy and content. Dental copywriting and content cost conversations can actually be beneficial to your business or practice. And the benefits can be yours whether we establish a fee agreement or not.

Bottom-line: I’m here to provide value. Costs aside that’s good for both of us.

  1. Sheridan, Marcus. They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today’s Digital Consumer (Kindle Locations 959-961). Wiley. Kindle Edition. ↩
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September 13, 2018 Buyer personas, Content marketing, Copywriting, Dental Copywriting No Comments

The Real Value of Dental Content (And Why It Matters That You Be Willing to Pay For It)

The ability to cut-to-the-chase. However you picture that phrase – apply that thought to how you create and share your dental copy and content and you’ll compel more readers.

Before I get into the nitty-gritty…I must say that economy of words (as in less words to make your point) should not be equated with lower fees.

The “Get-What-You-Pay-For” dilemma

Inquiries about copywriting or content services (aka what I do) often mistake less writing with lower fees. For example, its common for a potential client to be under the notion that because a direct mail postcard is small and has less copy that it shouldn’t cost as much.

I’ll let you in on something….

Creating your message with less words is much more strategic and requires more copywriting skill than throwing a lot of cute, creative jargon on a 4 x 6 piece of colorful card stock!

Here’s why. It’s the equivalent of someone going down a long rabbit trail of explanation to give you what could be a few simple (but compelling) words. Or someone who gives you way more backstory than necessary to give you the gist of their experience.

Copywriters and content creators are a dime-a-dozen who can throw words on a screen (page) and bill you for pennies on the dollar. No offense to those clawing their way to earn a living.

But…a core skill is required to step away from the crowded room of freelancers eager to do your copy/content bidding!

K.I.S.S

Not the 70’s rock band (though I loved those guys).

K-eep I-t S-imple S-tup… (I mean) S-illy!

You gotta K.I.S.S. your copy and content. And knowing how to do that strategically with every piece of it you create is a pro-level skill!

I’m biased because I’ve invested years in the use of words to create compelling copy and content. More specifically, within the dental industry.

Sure, I’ve written hundreds of pages for other niches too but here is where I focus a large percentage of my time.

Dentists and dental industry pros don’t make it easier, either.

How so?

As I’ve shared before, industry jargon and CE course-like copy and content seem to be the preferred choice of some.

I have good news though!

That’s changing.

Here’s how…

I get more requests for conversational copy/content these days.

Why?

Because more content seekers are beginning to understand that content that sounds like a conversation between two individuals compels better than numbing, stodgy, institutional, salesy language.

The VOICE

Again, not a pop-culture reference (as in the TV show). “Voice is about relationship, benefits, and response.

Master copywriter and direct-response professional, Paul Hollingshead explains it this way:

”Imagine the person you’re writing to. Picture him or her as a friend. Believe that the product you’re selling will improve your friend’s life. Figure out what it would take to convince you to buy the product.” fn

The essence of his perspective has to do with a one-on-one, conversational tone. It’s creating copy and content that sounds like a dialogue between two friends not an interchange with a commission-driven salesperson.

Big difference!

Three practical steps to improving the value of your dental content and copy

1-Write to one person

Before your begin writing, “picture” a person.

  • Who are they?
  • Why would they be interested in your services?
  • What would compel them to make an informed decision about your services?
  • What are their questions about your services?
  • How do they prefer to receive the information you provide about your services?

Words are not the only important part of your website, promotion, mailing, blog post, article, newsletter, email, etc.

The “person” who engages with your content is too!

2-Connect with benefits

All “selling” begins with benefits. If that’s true (and it is) why drown your audience in features?

Always talking about your latest, greatest, best, state-of-the-art-est (follow?) this or that misses the reason someone would ultimately use your services.

Benefit focused content and copy delivers value because it resonates with a person’s emotions. They get the sense that a particular service or product will improve…or potentially…change their life!

  • Inventory every service you have for the hidden or front-and-center benefit it delivers
  • List every benefit you can think of for your services beyond the tagline level (e.g Instead of “whiter teeth and fresh breath…” think job interview or date-night confidence…)
  • Include benefits as the plot-line throughout each piece of content you create

3-Compel action

What good is a one-person focused, benefit-rich piece of content or copy if it doesn’t compel a specific response. Fearlessly ask the person you’re communicating with to take action.

Once again, this is where your grasp of specific benefits counts. More so, how they directly apply to the person.

To create action in your copy/content:

  • Refer to your list of benefits
  • Recall the emotion(s) your audience is feeling related to your service(s)
  • Refine the “close” of your copy/content with a specific call-to-action

Instead of a mere “Call us…or Contact us…” add:

“Contact us now to (add specific benefit phrase)…”

Be response-able with your copy and content. Keep in mind that it’s okay to tell your audience what to do. In fact, they sort of expect it.

And remember…

Your services will be valued even more when you place a higher value on the creation of copy and content that’s required to reach them.

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August 23, 2018 Content marketing, Dental content, Dental Industry, Dental marketing strategies, Uncategorized No Comments

4 Ways to Create and Share Dental Content That’s Fresh (and Unpredictable)

We purchase our fruits, vegetables, and other healthy-choices from a particular, popular grocer. The same “tastes” apply, in principle, to a best-practice for how you create and share your dental content.

Here’s the point…

“Freshness” is this national grocery chain’s core value. Walk among the produce selections, browse their extensive bulk-foods department, or shop their meat department and you’ll encounter their focus on “fresh.”

My wife and I like that. And the same concept applies to the content your patients and/or clients consume.

Who likes stale, predictability?

There’s a misguided notion (among some) that dental website content, specifically, should be all-inclusive. For example, it’s thinking that your Services pages on your website should thoroughly explain each procedure down to the detail.

Its as if some clinicians and dental professionals fear their intellectual or academic integrity is at risk if a site visitor can’t leave the webpage without CE credits.

Get a whiff of staleness…yet?

Site visitors are looking for something you might not be providing

I must admit that though I write tons of dental content – web copy, blog posts, direct mail copy, email copy, newsletter copy, etc, the general public isn’t feverishly awaiting what you’ll publish next. Frankly, it’s probably not even on their “radar” unless they’re searching for an answer or solution to what your content provides.

That being the case, why would you want to dull-down your content with same-ole-same-ole dental speak?

Face it…dental content might not be the “sexiest” but it CAN be something other than stale and predictable.

Create and share dental content that resonates and doesn’t bore!

People love a good story! And the way an effective story works is by “hooking” the reader in an uncharacteristic or unpredictable way.

Sure, most storylines follow the same general path. It all begins with a premise.

Brian Clark explains:

”The premise is the embodiment of a concept that weaves itself from headline to conclusion, tying everything together into a compelling, cohesive, and persuasive narrative with one simple and inevitable conclusion – your desired action.”

This is what you’re doing along the patient-to-appointment or client-to-buyer journey. Your premise will succeed when you create content for a specific person who brings a particular set of questions, problems, or assumptions to your services.

How to create “fresh” (never stale) dental content

The following four elements are a vital part of your dental content marketing strategy.

1-Take the “road-less-traveled”

Be unpredictable. You’ll gain more lasting, viral attention if you avoid predictability.

Attention gets lost on your reader when they know where you’re going. Keep them curious and your content will be irresistible.

The key to unpredictability?

Know WHO you’re talking to. And be unafraid to talk to them at a more intimate (emotional) level than is typical of marketing conversations.

Your competitors will succeed or fail at this level. Most are looking for the quick-hit, force-them-into-and-out-of-the-funnel approach.

You’ll begin to stand out when you step away from the crowd.

”Taking an approach that differs from the crowd can help you stand out, and that’s why unpredictability is crucial…” 1

Keep it fresh and your perceived value will rise.

2-Champion simplicity

Clarity rules. Your ability to distill complex subjects into readable, compelling content is essential.

This doesn’t mean you “dumb-it-down” (contrary to what some dental professionals feel more conversational copy will do). Remember you’re purpose with dental content is to answer questions, provide solutions, and compel a response…not impress with knowledge.

Relax! Your patients/clients “get” that you’re a skilled, educated professional.

Guide. Deliver substance without complicating it.

3-Keep it real

This is the human-touch your reader experiences with your content. Remember you’re speaking to a person…another human being.

Be yourself!

People are accustomed to the new realities of a social media world. Content that’s crisp and reads like you’re in a conversation is perceived as authentic.

”Your messages must communicate meaningful benefits that are also tangible.” 2

The use and communication of tangible benefits connects with your reader at an emotional level. Emotional connections keep you grounded in reality instead of talking over-the-heads of your patients and clients.

4-Stay credible

Believability is closely associated with credibility. Your content must be believable.

This is where innovative or overly creative content can miss the mark. Proof is required even more when your ideas or offers are innovative.

Avoid hype. Your content loses valuable and necessary credibility when you over-hype your idea.

Again, remember to keep it real. Your authenticity will guide the voice and tone of your content.

Do this and you’ll maintain a consistent level of trust and credibility. That translates to your readers engaging with and sharing your content…plus being more compelled to take action as a result.

A content refresh will help you eliminate predictability. Fresh is the way to go these days. Your audience will “eat-it-up.”

  1. https://www.copyblogger.com/how/ ↩
  2. https://www.copyblogger.com/how/ ↩
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August 16, 2018 Content marketing, Dental content, Dental marketing strategies, Digital marketing No Comments

3 Simple and Strategic Steps That Improve Your Dental Content Marketing

“A carpenter or a wheelwright can give another his compass or T-square, but he cannot make another skillful.” Mengzi

Words are neutral. What’s not (neutral) is their use when it comes to your dental content marketing strategy.

The word “strategy” implies that there’s a necessary element for connecting with your patients or clients.

Brian Clark shares this simple definition of strategy:

”A plan of action designed to achieve a major or overall aim.”

No doubt, you’d agree that a strategy is vital to your dental marketing success.

But here’s a question…

Is everyone a content strategist?

The short answer to question is – “No!” According to Mengzi (quoted above) not everyone who holds the “compass” or “T-square” (for example) of content creation is a strategist.

  • Strategy takes time.
  • Strategy involves listening.
  • Strategy solves problems.
  • Strategy answers questions.
  • Strategy compels a response.

Each indicates a planned and documented approach. Content Marketing Institute (CMI) research confirms the results of documenting your strategy:

”You’ll be far more likely to consider yourself effective at content marketing.

You’ll feel significantly less challenged by every aspect of content marketing.

You’ll generally consider yourself more effective in your use of all content marketing tactics and social media channels.

You’ll be able to justify spending a higher percentage of your marketing budget on content marketing.”

Still, you might not consider yourself a “strategist” and that’s okay.

Help’s available…because face it…you’re busy enough as it is – seeing patients, nurturing client leads, managing a practice or an organization, etc.

Simple Steps to a More Strategic Approach for Using Content in Your Dental Marketing

  1. Take “Time” to Get Acquainted

“Scheduling” or “selling” requires knowing who you’re attempting to connect with. We’ve talked about buyer personas before and for good reason.

According to Brian Clark,

“Your first step is to do the research that allows you to create a fictional, generalized representation of your ideal customer (patient).”

Put their problems, questions, and motivations first. It’s time well-invested getting to know WHO you’re trying to reach.

  1. Invest Your Energy in “Listening”

Once you know “who” you’re talking to the “what” will naturally follow. The content you share is shaped by how well you intentioned you are to listen.

  • What’s concerning them?
  • What’s causing them “pain” or problems?
  • What’s it like to walk-in-their-shoes?

A big part of the “what” also involves influential touchpoints. 1

  1. Compel a Response by Solving Problems and Answering Questions

Creativity for creativity’s sake misses a ton of opportunity. It’s easy to relegate marketing to some catchy, cool-sounding slogan…but you will often fail to achieve the goal – compelling a response.

”The “what” tells you how to craft an overall narrative with a through line that ties directly into the prospect’s (patient’s/client’s) motivation for change.

“Instead of guessing blindly, you’ll deliver the perfect analogies, anecdotes, and metaphors that make your ideal prospect view you as the only reasonable choice. 2

That’s a “choice” you can bank on…right!? And it comes as the result of you choosing them first. This naturally leads to a much more authentic dental content marketing strategy.

  1. https://www.copyblogger.com/content-marketing-strategy/ ↩
  2. https://www.copyblogger.com/content-marketing-strategy/ ↩
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