“Imagine the person you’re writing to. Picture him or her as a friend. Believe that the (service) you’re (promoting) will improve your friend’s life. Figure out what it would take to convince you to buy the product.” – Paul Hollingshead
“It’s not what you say, it’s how you say it.” That memorable phrase contains a “double-edged truth.”
On the contrary, what you say does matter. Mixed messages create confusion.
Equally true is how you communicate. Tone, delivery method, or “voice” can make or break your dental marketing message.
I’m a strong advocate for a particular tone of voice in the copy or content I create. And I’m diligent to coach my clients in the same.
Friend or foe?
You shouldn’t be forced to choose, should you? “Foe” is a bit too strong a label.
It’s not productive to view your readers, patients, clients, prospects, etc as “foes” to be conquered. “Friend” is a better perspective for your marketing promotions, blog posts, or conversations when the goal is to compel a response.
Paul Hollingshead’s words that introduce this post help establish that view in your dental marketing. Voice is the core idea when writing, promoting, or marketing your services.
How to find your voice and compel a positive response to your dental marketing message.
1-Use your imagination
It’s important to break free from the seller-prospect mindset when marketing your dental services. Remember, “People don’t like to be sold.”
This common approach sets up an adversarial relationship from the get-go. And you’ll adopt a “voice” that’s perceived that way too.
Rather…
As Hollingshead encourages, “Imagine the person you’re writing to. Picture him or her as a friend.”
- View your promotions as a conversation. Write conversationally – friend to friend.
- Use short sentences. Long sentences typically evolve into something too technical or wordy. Avoid “bloat” and “fluff” throughout your writing.
- Forget “English class.” Beginning a sentence with “And” or “But” is okay in this context. And (there you go…haha) a preposition is okay to end a sentence “with.” Remember conversational, friend-to-friend communication is not only common these days, it’s accepted (like it or not, thanks to social media).
- Use the “barstool” filter. Ask yourself if you would say it (what you’re writing) sitting across from a friend at a bar or table.
2-Deepen your beliefs
Believing in your message, service, or product should translate via your voice. If you sincerely believe it will improve someone’s health or life, how could you not communicate it in a compelling way.
Again, the friend-to-friend, conversational voice compels better than a sales-y, hype-y tone.
- List the “whys” of your product or service. Why is it necessary, useful, beneficial, etc.?
- Listen to comments and reviews. Readers, patients, and clients will tell you “why” they like or dislike your services.
- Write to problems and questions. Beneath a negative experience or review is a solution that will improve your marketing message. Fearlessly evaluate the negatives you hear or experience when promoting or applying your services.
3-Identify with the benefits
Walk-a-mile in your patient’s/client’s shoes. Keep the question in mind – “Would I use this, pay for this, try this, etc.?”
The answers will reveal the true, unvarnished benefits of your particular product or service. Features appeal to logic. Benefits connect with emotions.
Friend-to-friend, conversational communication is more emotional than it is rational or logical.
- Review your products and services searching for benefits.
- List the benefits of each service. Remember “state-of-the-art” is a feature not a benefit.
- Answer the question, “So what?” Confirm that your particular service or product actually leads to a compelling result. Identify that result and write to it as often as possible.
Find your “voice.” Make “friends” through your dental marketing content.
