The Sunday edition of my local newspaper featured two ads that got my attention. How they got my attention is what’s important to this post (realize henceforth – I’m more critical than the average reader).

First, it WASN’T the somewhat eye-candy graphics or the positioning on the page (two big deals to most newsprint advertisers). Second, it WASN’T the headline – at least in the way you might be thinking.

The ad’s colors and placement did draw my eye to it. But it was the headline that bothered me.

The ad writer did the common, believed effective, ad naseum, amateur, I-have-a-gazillion-ads-to-write-today-so-I’ll-take-the-easy-way, feature-first headline approach. And perhaps wrapped it up by asking the design department to throw in some cool colors and bold fonts so people notice.

I confess – I read the ad. Was I compelled?

That’s the question your copy must answer – is it compelling?

And copywriting that compels doesn’t lead with features (everyone does that) it leads with benefits.

This brings to mind a recent meeting I was in. Our dental hygiene team was discussing how to promote oral cancer screenings to our patients. Even though the service is undeniably beneficial and has a relatively low cost point (beyond insurance coverage) some patients aren’t compelled.

No doubt it’s a beneficial procedure. But how do you get to the compelling core benefits without dumbing-it-down with feature heavy content and graphics (what I’ve called “est-syndrome” in previous posts.).

Here are 4 words to keep front-of-mind when mining the benefits of your dental products and services.

1) Urgency (Think-if they don’t get this now the world as they know it will end)

Act now! Limited time offer! You must do better than that.

Give your reader a hot-seat reason to jump NOW to get your product or service.

How can you tell the story in the most compelling way? That’s the question.

Urgency isn’t just about prompting a decision. Urgency is about removing the gap as quickly as possible between decision and action.

2) Usefulness (Think – this is so practical…I must show them)

Not all products and services are ultimately useful. So it makes sense that the promotional copy lacks it too.

Do the hard work required to find a product’s or service’s usefulness that’s not obvious. The ultimate task of your copywriting is painting a picture of practical action.

Who’s using the product/service? What’s happened to them? When did they first discover it’s effectiveness? Where are they looking to use it next?

3) Uniqueness (Think – no one has the “angle” we do. And that “angle” is…)

Being unique is overrated. Especially when it’s confused with creative.

How creative your copy is doesn’t necessarily mean it’s unique. You must find a way to tell the story in a way no one’s told it yet.

This may or may not be the most creative. A unique message is about captivating a person’s buying emotion in a way no one has before so the buying decision keeps repeating itself.

4) Ultra-specific (Think – then think again…and again until it’s crystal clear)

The problem with many marketing messages is just that – they contain more than one message. The key to specificity (love that word) is funneling all the possible ideas into one, compelling message.

Too many messages in a single promotion confuses. Compelling copy is about clarity.

It’s the difference in a laser and a light-bulb. One illuminates, the other penetrates.

Certainly, the end result you desire is more than merely illuminating your “market.” Why not penetrate it?

I’ll admit I’m more critical of marketing copy than the average reader. But I know good copywriting when I see it.

And usually it’s because I’m reaching for my wallet.

Is your dental marketing copy more feature focused or benefit focused?

Much of my energy is focused on working with the hygiene coordinator to keep the hygiene schedule filled. Why? Because one of our values – and I suspect that of most dental practices – is “as goes the hygiene schedule, so goes the practice.”

It’s about being patient centered. And aside from patients who schedule for treatment or present with a tooth issue, doctors typically diagnose treatment based on that initial hygiene appointment.

Patient to practice to hygienist to doctor to treatment is a connective process.

And connection is the real reason patients maintain a relationship with their dental service provider.

How you connect is up to you. I recommend a blend of perceived old-school tools (phone, direct mail, etc.) and new media (Twitter, Facebook, Blogs, YouTube, etc.)

Use these tips for blending the “old” and “new” to create stronger patient-to-practice connections that keep your schedule full:

Use the phone.

These days we’re growing more accustomed to non-voice communications via social media. It’s refreshing to have a human voice say, “Hi…how are you…just reminding you that you’re due for an exam and cleaning.”

Remember that many people chose your practice before we started using new media. And the voice they responded to (yours) is still a viable connection point.

Besides, your voice carries an emotional connection too. It translates that someone is actually there who knows my name, remembers something important about my dental health, and took the time to focus on me.

Find your “voice.”

Script your phone calls and all communications to be natural, conversational, and engaging. Avoid outbound calls that sound robotic or too rehearsed.

Whether phone, text, email or social media – keep it real and authentic.

Be in the “driver’s seat.”

Script your calls, write texts, emails, and social media content to highlight benefits and direct a response. A benign request to call for their next appointment, or one that sounds too generic (mass produced) undermines the engaging approach you want to value in your practice.

Remember the sales principle of stating specific options. Confidently asking, “Morning or afternoon?” is more effective than “When would you like to come in…”

Again, this is a new era of connection. People (including your patients) are accustomed to more frontal and direct forms of communication thanks to social media.

Communication is about connecting.

Dental practices and dental businesses that use available tools authentically will increase their connect-ability and profits.

How are you connecting with your patients and/or clients these days? What’s working? Not working? Needs improvement?

Whatever business you’re in – dental providers are no exception – talk surrounds growth. And hopefully that growth equates to financial gain, especially in today’s economy.

Who would argue with financial growth? It’s how we pay the bills and expand our stable of services.

The rub comes in social media when expectations exceed our understanding of the medium.

Social media is about connection. It’s referred to as engagement most often. And basically that means relationships.

So, it helps to think in terms of relational capital first, instead of financial capital, when using social media. And bringing it to the bottom-line (you knew I’d get there sooner or later) it’s a tool that works extremely well in that order.

I suspect this is the first in a series of posts. So I’ll not feel as though I have to cover every point here.

For starters, here’s a few building blocks to increase your understanding of how to use – in this instance – the social media workhorse, Twitter, to build your dental practice, business, and/or product/service brand.

>Be conversational

Talk isn’t cheap in social media. Remember Twitter (and social media in general) is a conversation.

Relationships matter. And conversation fuels them.

Guard against using social media to merely blast out your latest deal or special. People will grow numb to your messages. They’ll feel like you’re talking at them rather than with them.

Unless you’re boring, irrelevant, or (forbid) a “creeper,” you’ll gain more social media capital when you converse.

Ask real questions that bring real answers. Use answers to reflect back to your followers/tribe that you’re listening.

Re-purpose the answers in useful posts. Think – “how can I keep the conversation going?”

>Remember the “Dr. Oz factor”

A lot is said about oral health. I’ll leave it to the professional’s opinion – but it’s safe to say some is accurate. And some is bunk.

Agree?

Regardless, stay current with what’s being said in the news about the dental industry, dentistry, dental care, etc. I call this the “Dr. Oz factor.”

He represents the public buzz about health trends. And lately he’s been stoking the connection between overall health and practical oral care.

When Dr. Oz speaks people listen. They talk. And the talk turns to buzz.

What do you do with buzz? You ride the buzz-waves by affirming it via a series of tweets that link to content sources.

Counter the content buzz with your own take on it. Connect to it by expanding the topic at hand in your own blog posts. Then tweet talk points that encourage meaningful convo on Twitter and your Facebook page.

>Be a thought-leader

Your expert opinion counts. Showcase it by staying ahead of the curve in dental trends, new products, etc.

You’re already a trusted source as a service provider. People connect with you because you deliver a specific expertise they need.

As a dental professional, (like other medical professionals) you’re there for a patient’s specific need. And you deliver a specialized service.

I realize that people don’t typically continue a dialog with their dental provider until a need arises. At some point, their circumstances demand answers and related care.

The need for your expert knowledge stays fairly consistent as patients age too. Why not position yourself at the crossroads of those seasons of need and age.

Be a dental thought leader. This will increase the chances you’ll be front of mind when someone is having an issue. Or know someone in their circle who is.

Social media brings immediacy to this. If you’ve been in “conversation” with them via Twitter, for example, imagine who they’ll turn to when they or someone they know has a need.

The introduction becomes more natural and immediate. In a way it’s – “Meet my dentist, __________. He/she will take care of you.”

>Find & share

Research and uncover useful info your patients would be interested in. Know your patient base well enough to know what each segment/group (i.e. seniors, parents, teens, middle age, etc.) want to know/need to know.

I have go-to people throughout my social media connections. When I want information for a blog post I know where to connect.

Your patients should feel that way about you and your practice. When they want the latest information about products and services be front of mind. And you get there by showing yourself to be a well of information.

Do your homework. Subscribe to content feeds that keep the flow of info constant.

Curate the content. Use it when it’s needed via links within tweets. Expand the content through blog posts, articles, webinars, ebooks, etc. (more on these in future posts).

>Be a customer service champion

Twitter makes a good customer service rep. Speed of response is part of the magic with social media.

The days of the comment box at the front desk are over. People’s opinions and the speed at which they’re shared run close to the speed of sound.

A colleague recently “outed” a top airline on his twitter feed after having a not so pleasant experience with one of their counter agents. The tweet to thousands of followers and a follow up to the airline’s customer service department received quick response and apology.

Businesses who tweet are at an advantage. They’re at an even greater advantage when they monitor their social media feeds for dissatisfied and satisfied customers.

A quick, authentic, and (if necessary) apologetic response can salvage a dissatisfied customer and save money. More so, it increases the kind of capital you can take to the bank again and again – social media capital.

What’s keeping you from being more engaged (involved) on Twitter and social media in general? How are you using Twitter to build your dental practice relationships?

Here’s an example I discovered recently that illustrates my point. Consider when a hygienist asks, “do you floss?”

Let’s be honest – the hygienist knows the answer. If they can’t tell from the tartar build up and gum bleeding, something’s wrong.

But, could asking that question be undermining the response the hygienist hopes for? Think about it.

The patient doesn’t hear, “Flossing is good for you. It helps assure good periodontal health.”

What does the patient hear?

The patient hears, “You idiot! How could you be so stupid as to put your oral health and teeth at risk? What’s wrong with you?”

The “do-you-floss?” question – subtle and rhetorical as it may be – creates a negative vibe. And that vibe creates a communication barrier to future messages.

Communication improves when the benefits of flossing are delivered along with coaching about the various tips and tools available to them.

How many of your dental marketing conversations have “do-you-floss?” syndrome? Are you shutting down the path to further, beneficial conversation because you’re putting up communication roadblocks?

Here are a few common “do-you-floss” type copywriting roadblocks and how to remove them:

“Do-you-see-how-great-we-are?”

When marketing your products/services the easiest to talk about is you. But when talking about you it’s even easier to miss who you’re talking to.

Who is your target? What do they want/need? How are they willing to engage with and spend time and/or money with you? What makes them do business with you again and again?

These are benefit oriented questions. And they lead to better marketing communications.

“Do-you-notice-how-much-we-have-to-talk-about?”

The greatest communication challenge whether writing or talking is not what to say. It’s what NOT to say!

Each marketing piece you create – boil it down to a simple, compelling, SINGLE message. Ask “what is most important to communicate here, now, and (as mentioned above) to whom?”

“Do-you-understand-what-I’m-trying-to-say?”

If English is your native language and you’ve traveled to a foreign country where English isn’t primarily spoken you know the feelings – intimidated, disoriented, lost, wondering.

These too describe what it feels like if you aren’t clear in your marketing message. In essence, if the reader doesn’t understand you.

Master copywriter, Michael Masterson says, “Good writing is good thinking clearly expressed.”

Focus on one compelling idea. Write about it compellingly and people will be…you guessed it…compelled.

And that’s the point after all – that our readers get-it.

Our experience prompted my thoughts about some important dental copywriting and marketing principles. I was reminded how it’s essential to think about the untapped value within your dental products and services.

Along with gold and silver items, the company was offering cash payouts on coins of a certain vintage. My wife knew we had a few silver and half-dollars lying around so she scoured the house, drawer clutter, and forgotten containers to find a few hopefully valuable coins.

Bingo! Among some kitchen drawer clutter she uncovered a 1966 half-dollar. And we did a halfway serious happy-dance as if we were holding the winning Powerball lottery ticket.

We arrived at the hotel, took our number and a seat waiting among a few others who hoped they too had discovered the mother-lode in a jar or coffee can among their house clutter just as we had.

In a moment I’ll tell you how much our 1966 half-dollar was worth and what we walked away with check in hand. But first, our experience reminds me of some basic copywriting principles to apply to your dental marketing content.

Understand perceived value

Remember that people buy for emotional not rational reasons. This holds true for how they perceive the value of your dental services and dental products.

Imagine a client or patient seeing your latest promotion for the first time. Once they hear the price for treatment or service they’ll immediately form an opinion about whether there’s value for them (perception).

Of course, you know the value. And it’s the job of your promotional content to sell them on it.

Your dental copywriting and marketing content must get inside their head. But don’t stop there. You must reach their heart – the emotional core. How?

>Use benefit-rich action words and keywords.

>Ask  questions they must answer in the moment as they read, view, or listen to your content (however it’s delivered).

>Raise the value of whatever your promoting in the minds of your readers with comparative data (statistics, facts, etc.).

>Write to overcome perceptions and objections.

Deliver beneficial value

Your dental products and services have built-in value. But do you know their value inside and out?

Change your perspective and look at your products and services with fresh eyes. Consider outsourcing your dental copywriting and marketing efforts on occasion.

Your products and services contain hidden value. And the purpose of your marketing is to discover it and create solid, compelling content that promotes it.

Show prospects, potential clients/patients, and current ones the benefit-value of your services. But don’t stop there.

The purpose of copywriting is to put the product in their hand…in their experience with words. Use words to paint a picture of the future with them benefiting from its use and the consequences of not doing so.

Use content to get them so emotionally attached to your services that they can’t walk away without buying.

Increase value

Not only give them a picture experiencing the benefit of your dental services. Show others benefiting also.

The “community” or “tribal” effect can increase value. It’s the show-and-tell principle that builds a story around the product/service benefits.

>Use testimonials throughout your dental marketing content.

>Expand your testimonials into case-studies or whitepapers.

>Show your products/services solving problems, altering outcomes, increasing confidence, saving lives, etc.

This has emotional appeal that few can ignore without joining the crowd.

Back to our coin selling experience. Our number was called. And we were graciously escorted to a table where the buyer eyed the few coins my wife had uncovered.

He immediately separated the value-coin from all the rest – our 1966 silver half-dollar – and casually told us to spend the other coins since they wouldn’t increase in value.

We agreed to his estimated value on our 1966 silver half-dollar. We shook hands. A check was issued.

And we walked away…$3 richer. Hey, unless my “math” is wrong (wouldn’t surprise me if I was) isn’t that a value increase of 400%?

Come on now. You have your issues too!

Truthfully, this sometimes freakish behavior has value.

For example, you should consider it a good thing that you want to maintain control over your dental business assets. I marvel at those who face the wind while building a vibrant business (online or offline) – especially those who knock it out day in and day out with “sweat-equity.”

A recent post on Copyblogger stoked my control-freakiness. In this instance it’s a good thing.

I encourage you to read the entire post and let it prompt whatever useful insights it should in you. But I’ll cut to the chase and share what the writer, Sonia Simone, had to say about your dental business’s most valuable assets worth protecting – on the marketing side of the equation that is.

Simone affirmed the 3 assests you should be building – and for practical purposes – controlling:

1. A well-designed website or blog populated with lots of valuable content
2. An opt-in email list, ideally with a high-quality autoresponder
3. A reputation for providing impeccable value

In essence, your dental marketing content, connections, and character are of utmost importance to the lifetime value of your business.

>Content

I think you’d agree we live in an information-rich era. Social media has raised the water level somewhat. From blogs, to Twitter, Facebook, YouTube, and more we’re a content fueled culture. And it’s not likely this will change.

But what must change is our due diligence to create and protect this asset (See Simone’s full post for her provoking insights on this).

Just as you’re not soon to stop promoting your dental industry products and services – you’ll not soon stop thinking of new and better ways to create compelling content.

Do a quick inventory:

-Do you have a blog? What’s the date of the most recent post? Who wrote it? Did it appeal to your niche? Was it actionable/practical information? Are your posts keyword-strategic? How are you curating content? (Curating? Huh!).

-Are you engaging your industry…clients with social media? How often do you post to Twitter and Facebook? If you’re a location based business do people have the option of “checking-in?” Do you give them any “love” for checking-in?

-How are you spotlighting your success-stories? Do you give clients, patients, constituents a feedback channel (surveys, etc.)? When someone provides outstanding feedback where do you feature it? Are you expanding your testimonials into benefit-rich case studies?

Just a few content questions to get your mind cranking.

>Connections

You can have outstanding content but someone has to read and benefit from it. Your list, “tribe,” or community is the all-important asset here.

People connect with you publicly when they frequent your business location (if you’re location based). If you’re online as well, and connecting there, your best asset is a combination of email and social media.

Are your social media connections one-sided? By that I mean, if you’re the only one talking without acknowledging and giving or receiving feedback – it’s one-sided.

Social media, in particular, is more of conversation than a promotional medium. Sure, it works both ways – and most of us do our fair share of promotion via Twitter, Facebook, etc.

What if you improved your approach? Instead of primarily thinking of ways to promote, sell, and market your dental services what if you gave as much or more energy to starting conversations around them?

Use social media to ask questions specific to your industry and niche. Respond to answers with a blog post or two (more connective content).

Give people an opportunity stay engaged and conversing with you by joining your email list. Reward those who connect with a content-rich special report and/or a regular enewsletter full of practical content.

Give people a reason to connect and stay connected.

>Character

80′s pop-star, Cindy Lauper sang, “I see your true colors shining through…” (If you’re too young and saying, “Cindy who?”, hop on I-Tunes and give it a spin.)

It doesn’t take long for our “true colors” to show in today’s 2.0 marketing culture – online and offline. We’re talking character here.

Reputation is everything. And character guides reputation.

Measure your character here by how much consistent and “impeccable value” you deliver to others. Does it bug you to give valuable content away for free via your blog or enewsletter? If it does, do some character inventory. You’ll be glad you did.

Remember conversations lead to relationships that lead to more clients/patients, sales, and beyond.

You’re in business to help people, right? And that’s the truest color imaginable.

Some things are worth protecting. Character ranks high. And these days so does your content and connections related.

My first hurdle with self promotion is taking myself just seriously enough to boldly inform someone that I’m the person to get-it-done for them. Something similar happens with product and service promotions.

The “est” syndrome.

This feature-focused disease includes promotion killing words like bigg-est…fast-est…great-est. The problem with “est” words is their potential to create unhealthy – or unnecessary – comparisons.

There’s a much better focus. I’ll share that in moment.

Think about making an impression on someone. That all important first impression makes it harder to breathe, doesn’t it?

You stress about your appearance – what to wear? You stress over your first words, how firm should your handshake be, etc.

It’s all about the feature presentation. And perhaps that’s the fear source.

When you think features – everything has to fit and flow just short of “perfect,” right?

But like all lasting relationships, you eventually move past the surface appearance and engage with what’s beneath – the real person. That’s where the relationship takes off and has staying-power.

The staying-power of your products and services have more to do with the deeper benefits than surface features.

Write your dental promotional content to the benefit level.

1) Look at the product or service with fresh eyes.

Ask – what problem does this service really solve? Then think solutions.

Perhaps you’ve focused so much creative energy on the presentation (features) that you’re missing your most compelling selling points (benefits).

2) List every possible problem the product/service solves (really, all you can think of).

This list could be creative-gold for your R&D (Research & Development) processes. Whiteboard or mind-map every possible problem and solution your dental product/service engages.

Punch-up your content with these gold nuggets. Benefits connect and compel your prospect’s emotions.

3) Leverage the results of happy users/clients/patients.

When a problem is solved with one of your products/services that’s an emotional deal. No, there may not be laughter and tears (depending on what their issue is) but now you’ve won a customer…perhaps for life!

Why? Because you engaged them at an emotional level – where a dental problem, an issue, etc was causing “pain.”

You delivered a timely and useful solution to their dilemma. And they’ll talk you up because of it.

But…they won’t if you don’t give them a venue. Testimonials, case studies, survey forms are excellent venues for this kind of “love.” Leverage them.

Seeing yourself as the solution (benefits) is much more effective than comparing yourself to everyone else (features).

YOU have a voice that’s uniquely YOU.

Get over yourself. Start using it.

I researched the book. Got intrigued. Wrote the posts. Yet I put it aside on my shelf.

Thanks to social media (amazing how it works) and a recent tweet by Nick Usborne linked to a post about Scott – his book was back in my hands all weekend.

I started dabbling in social media in 2008. A colleague (at the time) asked me over lunch if I had a Twitter and that I should get one and start tweeting. Think about how odd and a bit intimately personal that suggestion must have sounded to me at the time (“…get a Twitter…start tweeting…” Wha…?).

But I listened…just like I’m listening now.

I wasn’t ready then, and I wasn’t ready a year ago to REALLY hear what Scott Stratten has to say. Now, I’m all over it! And have been for awhile now.

In fact, social media is the primary way I’m un-marketing my business. And dental businesses and dental practices that “get” social media will un-market themselves too.

What Stratten means by un-marketing (in a nutshell) is having the mindset that marketing is more about relationships (engaging) than it is about selling (marketing without a trusted connection). The results align – people are sold – but the platform is different.

Think of social media marketing (uh, engagement) as a return to the essence of sales. It’s like a handshake long before the deal is done. It’s a connection that says – I trust you because you’ve invested time to do so.

For social media, the time investment is about information…content. And that’s where the engagement (un-marketing) starts.

What Stratten is teaching me about how to start un-marketing with social media:

1) Value relationship development.

We’ve known for eons that relationships lead to sales. But some sales relationships are like an occasional one-night-stand. Ewww…right?

Picture this – a quick mailer (the wink across the crowded bar). Then – an unsolicited email blast or two (cue creeper-pick-up-line). Continued with – a flurry of slick-eye-candy-web-popup-ads (too many drinks to remember). Boom! Sales cha-ching (“…now what was your name…?)! A tad overstated…perhaps.

Use (not abuse) social media to create trusted conversations that lead to relationships where ongoing, profitable connections are made.

2) Restore engagement to selling.

As a trained copywriter I’ve learned the necessary value of trust building. What separates profitable promotions (whether print or online) from all others is their ability to lead a reader – in a trustworthy way – to a point of decision about the product or service. And ultimately a “yes” decision.

Everyone sells. Though some (like the dental industry) don’t necessarily like using the term.

Try this – exchange sell for engage.

For the most part, engaging with social media instills a trust-oriented attitude about how you approach patients, vendors, and all prospects related.

3) Get out-of-the-box (seriously!)

I didn’t say “think-outside-the-box.” Thinking often stops short of action. And action is vital if you’re wanting to engage with social media.

I know a dental business is at least thinking outside-the-box (about un-marketing) when I see social media buttons show up on their website or email signature. And that’s a good, commendable start.

But there’s more to going social than eye-candy buttons that indicate a Twitter account, a Facebook page or a Google + presence.

Take action…engage already!
>Ask questions you/your clients/patients want answered. Social media is generous with information.

>Answer questions others are asking. Give and receive (there’s something “golden” about that rule).

>Establish a consistent routine. Random activity (not engagement) will deliver random (that’s being generous) results.

>Get help. There’s plenty of us who see engagement as an un-marketing lifestyle and not a passing trend (Check our Twitter profile feed too. Follower numbers tell less about engagement than a consistent timeline of quality…tweeted content).

Now to un-finish Stratten’s Un-Marketing book!

Trust rules. That’s why I’ve talked about it in a post or two.

It’s among the reasons you and I check our Twitter “Follows.” Making sure a “follower” is actually a trusted individual and not some “bot” with “size-matters” issues (follow/follower-list size, that is).

Trust Agents by Chris Brogan and Julien Smith affirms how essential trust is – not only in how we do business but how we engage on social media.

Social capital (the currency of web based influence as Brogan and Smith refer to it) is built over time. Like monetary capital, social capital can be spent quick and easy or increased day by day if not minute to minute. (Read Brogan’s and Smith’s book to get a useful scope about who a “trust agent” is and what they do.)

Recognize the value of social capital and trust if you’re going to succeed using social media as a dental marketing tool. Join the social media crowd – only – if you’re willing to be a trust-builder through consistent and relevant content.

3 ways to increase your social capital by becoming a trusted voice:

1) Listen

Tune into channels that have a voice in your industry and/or your niche. Sort, cull, and develop a “feed” list of those who seem to have their finger-on-the-pulse of what would benefit your “crowd.” (Use Google Reader, etc.)

Who is creating or repeating (retweeting, liking) relevant, useful dental industry content? And while you’re searching, become a voice by opening a channel.

Start listening with a blog page on your website. Then launch a Twitter account followed by a Facebook page.And if you’re a networking maven get LinkedIn.

2) Learn

Spend time on your industry’s blogs, Twitter, and Facebook pages (see 1-”Listen”). Learn what content others are sharing. Learn how they’re sharing it and how often they share (post) their content. Learn where they curate their content.

Sure, trust is earned. It’s also learned when you become a student of others who’ve paid-their-dues to earn it!

3) Leverage

Leverage your trust into social media capital. For example, consider how you built your dental practice. You’ve become a trusted source of patient care and treatment expertise overnight…right? Of course not.

How have you built your reputation in a specific dental industry niche? You deliver quality, useful products to a market segment on a platform of trust.

In principle, think of your social media presence in terms of how you’ve developed trust as a dental industry provider. You give excellent expertise consistently. And when people experience a dental issue who comes to mind? You, of course!

Why? They trust you!

Increase yours online as you become a trust agent – listen, learn, and leverage.

That’s bad-sticky! But when we talk about sticky-content…that’s good-sticky!

Speaking of sticky – do you know the story of the Post-it® Note? You know, those little yellow notes we can’t live without!

The Post-it® Note was invented as a solution without a problem (yes, you read that right). It was created by Dr. Spencer Silver, who happened to develop a unique, re-positionable adhesive. But (at the time) the 3M scientist didn’t know what to do with his discovery. Six years later, one of Dr. Silver’s colleagues, Art Fry, remembered the light adhesive when he was daydreaming about a bookmark that would stay put in his church hymnal. And as they say – the rest is history.

Today, the Post-it® Brand boasts more than 4,000 unique products. It’s become one of the most well-known and beloved brands in the world.

Content Stick-ability!

Most content exists for a simple reason. Consider your products and services. Why do they exist? For what purpose were they created?

Whether it’s offline or online marketing content or social media content that links back to your website, a landing page, or a blog post – your content must be evaluated by a simple analytic!

Max Lincoln Schuster said, “Never forget that people never buy things or services…they buy solutions for their problems.”

Solutions…without problems

Back to the Post-it® Note story. Recall the subtle result of its invention – “The Post-it® Note was invented as a solution without a problem.”

Marketers, copywriters, content creators and curators, bloggers, social media writers and users must remember – not all that’s written or created solves something. And if that’s the case our content becomes just more “word-noise” in an increasingly noisy universe already overloaded with information!

I’m passionate…no, I’m OCD (with respect) about relevance. I have a background in church leadership and hours of writing and public speaking experience in that venue. I was driven then – and still am – (come “hell-or-high-water”) to find and provide practical…actionable principles in what is typically irrelevant to modern life and culture.

When problems and their solutions often elude the masses, why create something that’s irrelevant? It’s like the proverbial carrot-on-a-stick (available but out of reach) to our readers, clients, etc.

How to be a solution-source through creating “sticky” content.

>Listen

The phrase “you’re talking so much…I can’t hear what you’re saying,” applies. In today’s marketing-numb culture it’s profitable to listen. If you want the most ROI on your social media, online marketing, email promotions – whatever it is – develop a new bias…LISTEN!

Cup-your-ear to not only your customer feedback surveys but also your social channels. TweetDeck, HootSuite, News feeds, etc. can help you keep your-ear-to-the-groundswell of chatter about any industry niche – including your specific dental business niche.

Dental suppliers, dental manufacturers, dental practices, dental continuing education, dental publishers, dental marketers, and dental consultants are talking on social media. They’re promoting and they’re engaging there. Start listening.

>Leverage

Here’s where things can get sticky (in a good way). Content that’s sticky with problem-solving quality is your leverage point. If you’re listening to your industry and what they’re talking about – from patient to promotion – you’ll get a good idea about problems that need solving.

Become a problem-solving rock-star by using case studies, whitepapers and articles. Use some link-leverage by linking (more on that in a moment) back to blog posts via your various social media channels (Twitter, Facebook, Google+, LinkedIn, etc.).

You have more leverage (and the potential for it) than you think!

>Lift

Lift happens when you engage your “followers” and “friends” beyond the one-way conversation of content, content, content! And engagement happens when others retweet (RT) or mention your content to their “tribe” of followers and friends.

It’s called “social” media for a reason. Anti-”social” behavior gets sniffed out as fast as spam in your inbox!

Lift your stick-ability by lifting others and their content. Be generous with RT’s (retweets on Twitter), @mentions, #hashtags, #FollowFriday “love,” comments on blog posts and articles, “Likes” on Facebook pages, “Circle-friendly” behavior on Google+, and linking back to others’ (even competitor’s) quality content.

Let these tips “stick” as you’re creating problem-solving…solution-oriented content. Even better write them on a Post-it® Note and stick it…somewhere you’ll notice when creating content.

And if you want some help – contact me to create some stick-ability for you (I promise I won’t leave a sticky mess…like on my kitchen floor…oops, maybe that was my-bad!).