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?

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.

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!).

Jay Baer said that. And what he’s talking about is important…no, vital – especially as you’re taking-the-leap into social media!

First, don’t pull-the-plug on social media or start making cuts to your marketing budget so you can plug it into your dental marketing efforts. Baer isn’t talking cash-flow.

He’s focused on something we all have the same amount of but use so ineffectively – time!

Social media takes time.

To establish a reputation on the social web involves daily participation. Content creation, engagement, customer service – however you use social media – it ALL takes time!

Jay Baer explores the time investment more thoroughly here. Let’s take a look at his two insights (options) from the article and apply them to your dental business. Understand these as you launch a social media presence or reengage the one you’ve already begun (but are finding time consuming).

“Social Media Time Management”

Consider all the time-consuming tasks you do everyday. Sending and receiving email, returning phone calls…oh, and interacting with (hopefully) a steady stream of dental business clients or dental patients – depending on your niche. And if you’re planning to get the most mileage out of your social media presence you’ll need to do a serious time inventory.

“You need to do whatever you can to tie behavior and time utilization to business results. Then, you need to jettison what you’re doing that isn’t a clear net positive, and use that new found time vacuum to fit in daily social media participation.”

Get Help

Many of your social media tasks should bear your unique voice. As Baer says, “…it’s difficult to outsource your voice.”

Keep a grip on your social media efforts. But not such a tight hold that you control too much of it and thus lose control of your valuable time.

Use these social-media-time-saving hints:

>Create a content calendar with topics of interest to your dental patients, upcoming promotions, the latest dental industry news of interest, etc.

>Outsource the research and content creation. Think written as well as video and photo content too. Broaden your social media scope to include the various outsourceable help-points you have available to you.

>Keep a greenhouse of content growing. Keep blog post, tweet, and article ideas in the soil. Water them occasionally with new thoughts. When you need content it’s there and ready to go! (Evernote is a superb “greenhouse” for content and idea “growing”. Check it out!)

Social media works! But you must invest valuable time and use the tools available to help you get the most mileage for your dental marketing purposes.

“Nobody said social media was both transformative AND a slam dunk! It’s hard. Really hard. So you either need to make the time internally, get more people involved, or stay on the sidelines.”

Look no further…I’m “people!” Ask me. And subscribe to this blog for more valuable social media tools in future posts.

Dental industry businesses and service providers that “get” social media will move ahead of the crowd. What’s a good first step?

Choices vary these days from Twitter, to Facebook, to LinkedIn, to Google+, YouTube and more. Try one or even better test-drive all. And while you’re at it remember a foundational essential – the blog!

“…blogging is an essential ingredient to any social media strategy.”

Amy Porterfield blogged that while confessing the common uncertainty of what to write about, when to post, how to grow subscribers, and how to keep them coming back for more. “If you’ve had any of these concerns you’re not alone!”

The dental industry as a whole can benefit from the social media marketing boom. And many are getting ahead as we speak!

Blogging is an essential entry-point strategy to get the wheels moving forward.

Let’s start with some blog basics.

1-Keep it simple

A blog isn’t a novel. There’s no real pressure to create a plot, back-story, or drama. It’s simply a place to engage, inform, and inspire (more on those in a moment).

Blog about your dental industry expertise. But don’t overwhelm your reader/subscriber with industry-speak. Remember the point is to engage (make friends) not impress or worse, alienate.

Start simple with your dental blog. Give readers and subscribers something to use. What do you know about them?

> Make a list of topics. What are your clients or patients concerned about? Read other industry blogs. Get a Twitter account and scan your niche’s trending topics (look for “#” – the hashtag). Then…write simple how-to tips and post on your dental blog!

> Create an editorial calendar and regularly add ideas to it so you’re never without a seed thought or two to develop.

> Contract a blog writer. Many copywriters specialize in online writing. They know how to write compelling blog copy and load it with SEO friendly keywords (tags).

2-Keep it conversational.

Write (blog) like you would talk to a friend over drinks or dinner.

You lose and readers lose when you speak a language they don’t speak. Sure, you know your industry and the terminology like the back-of-your-hand. Just remember to keep it out-of-the-clouds and not so “lofty.”

Use your blog to engage them in not only practical knowledge but give them a place to interact with your expertise via questions and comments. A blog gives them access to your knowledge-base 24/7.

Ongoing conversations about dental trends, orthodontic supplies, CE options, practice management and consulting services, etc. builds trust that you can take to the bank! A blog spotlights your well-earned professional knowledge, skills, and services in a most engaging way.

3-Keep it civil.

Sometimes you’re tempted to use your blog to rant. Should you?

There’s some buzz about social responsibility and online content. Keep in mind that what’s said online…stays online! Take-backs may work in face-to-face conversations or print media. But online…not so much! That should determine if (perhaps the best practice), when, and how you choose to rant via your dental blog content.

Inform. Inspire. Compel…but do so responsibly!

Deliver useful, practical, actionable content on your blog. Readers will come back for more…and tell others to do the same.

Blogging is an A-level strategy for taking the leap into social media marketing. And it flows very effectively into how you can use Twitter, Facebook, LinkedIn, and YouTube.

“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.

>Case Studies

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?