copywriting headlines

compelling content headlines

How to Create Headlines That Compel a Positive Response to Your Dental Marketing Content

How important are headlines? Before I reveal how to create them, understand that your dental promotions, dental web page copy, and even your dental blog posts can succeed or fail based on the headline.

Advertising and copywriting legend, John Caples, once said they are the most important part of your advertisement. He proved his point by committing four of his 18 chapters to them in his book, Tested Advertising Methods.

Your headline copy can make or break your dental marketing. This is why they’re so difficult and occasionally time-consuming to write.

Professionally speaking, I invest the first phase of writing to the headline. You should expect to do the same if…you want to compel your reader to engage with your content.

Your headline has ONE  job

Your headline MUST grab your reader’s attention.

John Caples adds this jolting perspective – “If the headline is poor, the copy will not be read. And copy that is not read does not sell goods.”

You could say, “I”m a dental provider, I don’t ‘sell’.” I encourage you to not get caught up in the semantics of what is or is not “sales.”

Bottom line, your headline compels or it doesn’t. The middle ground is littered with well intentioned, creative, salesy hype, or lame attempts at trying to be cute.

How to Create Headlines that Compel Your Readers to Keep Reading to the Point of Doing What You’re Asking Them to Do

(By the way, there are two bonus insights in that sub-heading.)

1-Promise something.

Too many promotions are vague. Vagueness should not be confused with compliance with dental industry marketing standards.

There’s a difference in making unsubstantiated claims about a treatment or service and being vague about the benefit they can potentially deliver.

Make a promise that introduces a benefit.

“Who else wants whiter teeth – in less time?”
(Promise: whiter teeth, less time)

“Great new discovery controls bad breath – makes your teeth healthier too.”
(Promise: fresher breath, healthier teeth)

Those promises include practical benefits. The stated benefits compel your reader to read deeper into your promotion to discover more.

Promised results or benefits compel your reader to stay in the conversation with you via your promotion.

  • List at least 5 benefits of the service you’re promoting.
  • Use specific, direct wording that establishes your service as THE solution (promised result) for taking action.

2-Embed an image in your reader’s mind.

What your reader can see themselves using, doing, etc will compel them to take action. Avoid language that’s overused, technical, industry-oriented, insider-based, etc.

You “know, like, and trust” your industry, right? This makes it natural for you to feel as though everyone else (including your patients/clients) do also.

This is where “How To…” headlines work well.

“How to [COMMON TASK] That [REWARDING BENEFIT].”

The “common task” creates an image of an action, activity, priority, etc. And again, you compel with a “rewarding benefit” – in this instance, something the reader can “see” themselves enjoying, etc.

3-”State a fact.”

Facts establish credibility. When you can highlight a fact in your content headline – do it!

Your reader will be drawn deeper in to your content. And they will begin to trust you as a credible source of information.

Select portions of your positive reviews or testimonials. Remember: You can protect the identity of your source by using their first name initial or their full name initials (e.g. “E” “ES,” etc.) for attribution.

Here’s an example:

“…I went to my high school reunion and the compliments made me feel like I’d been crowned homecoming queen!” – JS. Want the Same Results?

Research data sources of your product or service. Share benefit oriented statistics in you headline.

92% of Our Dental Patients Said This One Thing Eliminated Their [PROBLEM]

If You Do This Two Times Per Year You Could Reduce Your Dental Treatment Costs by [X]%

Facts help compel a response.

4-”Ask a question.”

Questions create curiosity. They also produce engagement with your solution or answer.

In the previous headline example using the quotation (“I went to my high school reunion and the compliments made me feel like I’d been crowned homecoming queen!” – JS Want the Same Results?) the question creates curiosity on two levels.

1) Tell me more about the “results” and 2) Give me more information about what she did to achieve them.

Questions also give your reader a way to process their assumptions. Your question-oriented headline can create a “Hmmm, I haven’t thought about that before…” response.

Your reader will begin to engage with your content by answering the question you posed. It’s important that your question headline prompts curiosity.

A question headline works for a simple reason. It creates a compelling reason to stay with your content and eventually take action as result.

There is more to a promotional headline than creativity or cuteness. Lead with benefits and you’ll win more often.

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Dental marketing content language

What a Back-Handed Criticism Taught Me About Watching My Language and How It Can Improve Your Dental Website Content

A criticism recently got under my skin. I prefer to roll with push-back but this one irritated me given my experience and expertise.

It involved a discussion about a website’s language, tone, and readability. By the way, each are vital on your dental website and in your dental marketing.

Let’s make one thing clear – I speak English as my first and only (for now) language.

I’ll explain why I’m sharing that bit of trivia in a moment.

My first words as a child were in English.

I’ve sat through boring English classes (no offense teachers or professors) at a high school, university, and post-graduate level. And as a professional copywriter and content marketing strategist I’ve had to unlearn a portion of what I was taught (some rules of grammar DO NOT APPLY).

I’ve learned about “word-economy” (how to say the most with the least amount of words) from some of the world’s best communicators and communication coaching settings.

Plus…

I have over three decades of experience using the English language to persuade, compel, inspire, motivate, celebrate, and comfort.

I have tens of thousands of hours writing and delivering presentations as a public speaker in a variety of venues using (Bingo!) the English language.

And I have close to an equal number of hours as a trained, professional writer/copywriter commanding the English language on behalf of my own and my client’s services.

So when I was questioned by a client (trying to make a point) whether English was my first language, understand why I was ticked. To clarify, the whole issue wasn’t about my alleged “butchering” of the English language.

The issue surrounded the voice, tone, and general design of the language that’s effective on a dental website. Dental practices and dental marketers often hire me to rewrite their content because what’s there lacks all the above – compelling voice, tone, and readable design.

What’s the deal?

The default on many websites (dentistry is no exception) is high word count (that lacks flow or purpose), wordiness (fluff and bloat that doesn’t offer solutions), and feature-heavy (”Hey, look how state-of-the-art equipped and educated we are…” with few if any stated benefits to the reader/site visitor).

Too strong?

Is it too strong a criticism if your readers aren’t compelled to read past your Home page graphics and headline? Or if your copy/content reads like a chapter out of the most recent CE course you took on osseointegration (i.e. it’s full of dental-speak that only dental professionals use and understand).

I’m not implying that your dental website copy or your dental marketing content should be “dumbed-down.” Frankly, that’s an insulting way to describe copy and content that should, above all, compel people to use your services to improve their health.

But for goodness sake make it easy for them to read and know what action to take next!

How to Create and Deliver Dental Content that People Can Understand and are Compelled to Act On

Watch your language.

Language is about being understood. It makes sense that if you need an interpreter or if your reader must Google the definition of a particular word or words used in your content – it’s not connecting!

Your readers connect with you word to word, line to line, and page to page IF they understand what you’re saying.

  • Write your dental content for the general public. The education level of your target audience isn’t the benchmark. The benchmark is speaking clearly and compellingly about your services in a way that leads to a specific, intended action like a scheduled appointment, client contract, etc.
  • Know your readers. Listen to their pains, concerns, and goals. The late, writer and leadership consultant, Stephen Covey, said it best, “Seek to understand then to be understood.” There is no connection without knowing. Knowledge of your readers leads to understanding what they lay awake at night thinking about, feeling, etc., that compelled them to land on your website or read your content in the first place. Write to that!

Take-that-tone.

Language is about understanding. Tone is about being heard.

Our grandson will ask, “Are you mad at me…?” It surprises me when he asks that because in the moment I’m not “angry” with him at all.

In reality, he’s perceiving my mood by the “tone” he’s hearing in my voice. If I answer a question somewhat “short” or abruptly he hears anger when I’m simply being brief and to the point.

  • Write in a conversational tone. Use this tone more than 95% of the time in your dental marketing content. Why? It works because writing how you talk is how you’ll best be heard and get your point across.
  • Keep the tone casual, crisp, and to-the-point. Punchy, short sentences compel better than long, rambling, wordy sentences. Remember, with content, being heard starts with being easy to read and follow.

Raise your voice.

This isn’t about volume. Voice is about being relevant.

I’m talking relevance to your audience. Okay, to soothe your occasional need to feel all intellectual and academic – if your audience is other dental professionals or colleagues go ahead and unload all the dental-speak you want.

That’s fine. They get-it.

But…

That’s not your audience on your dental practice website.

  • Again, know your audience. Most of the time it’s everyday, ordinary people who have the need to visit your dental web pages because of mouth pain or some other oral health related issue. Period.
  • Know how to use your voice. Internal web pages (Home page, About Us page, Services/Procedures pages) are for quick-scanning, easy-to-read, call-to-action content about the basics of your dental services. Your blog/article pages are for more detailed, educational, albeit easy-to-read and informative content that compels them to trust your expertise.

Now, was that so difficult to understand? I’m a bit tongue-in-cheek with that question.

I’m also biased about the language, tone, and voice you use on your dental website and in your dental marketing content.

Keep it real. And whatever you do, keep it readable. Or…your site visitors and readers are gone with a “click.”

That should really get-under-your-skin.

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4 Words That Can Transform Your Dental Marketing Copy

Benefits sell! That’s core to effective copywriting and the power language you need to promote your dental services.

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?

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If You’ve Ever Been Duped with Fine-Print (Or Been the Dup-er)…Read This!

If you’ve ever been teased or pranked – you know the feeling. It’s irritating to be duped. And while duped might be a bit strong, it carries the emotional punch necessary to explain what I’m talking about.

Occasionally I receive a mailer with a headline announcing something like a SPECIAL PRICE…etc.The layout and content do their job, grabbing my attention just as it was designed to do.

But…

My careful (yet not so common for many) eye is drawn to the fine print beneath the SPECIAL PRICE offer indicating the rules-of-engagement, so to speak!

Now first of all, I understand the power of headlines – it’s what I do for crying-out-loud! I’m a copywriter! And next, I’m aware of the significance of a strong, compelling offer.

Beyond that…

Maybe it’s personal. And perhaps I’m being nit-picky. And possibly I’ve missed something as I consistently learn from master copywriters to hone my craft.

But I must ask: is fine-print necessary in marketing content?

Fine-print has been around for decades (if not longer) in marketing. The often comical equivalent in TV and radio ads are those fast talking auto commercials (don’t get me started on their absurdity – that’s another topic).

Seriously, if the voice over person runs out of breath explaining the deal restrictions before his/her 15 to 30 seconds are up…what’s that about?

In reality, effective headlines and related offers draw you in…tease you a bit…and compel you to take action. That’s great (even good) copywriting!

Why use fine-print? As if to say –  “Oh, by the way you’ll need to do this and that to qualify for our amazing deal…see, it’s written right here…let me fetch you a magnifying glass or find you a pair of reading glasses…I still hope you’ll take advantage of our special offer cause we’d love to have your business…” Are you serious?!

Consider this if/when you must use fine-print…

Sometimes you’re forced to use fine-print due to space limitations on a postcard mailer, for example. If so, make sure your copywriting states or restates the offer and doesn’t hide the facts from the reader.

Qualify the reader’s relationship to the SPECIAL OFFER right up front in an easy-to-read…can’t-miss headline (that’s where it matters most). Save the fine-print for take-it-or-leave-it clarifying content, directions, weblinks, instructions, etc. that naturally follows the headline/lead copy.

Be careful…don’t undermine your marketing integrity.

If  you worked hard enough to come up with an offer that compels a response why not include that in your headline and lead instead of giving buyers the “oh-by-the-way” real-scoop in the fine print?

1) Don’t mislead hoping I’ll misread!

In the dental copywriting world, if you’re promoting an “$89 TEETH WHITENING SPECIAL…” Tell them it’s for NEW PATIENTS in the offer headline.

What do you lose by including that fact there instead of something like the fine-print version that might read…

“For new patients only who have not had more than 15 cups of coffee, wine, or other tooth staining beverages in the last six months while vacationing in resorts south of the Gulf of Mexico including but not limited to the Cayman Islands, Puerto Rico, and Antigua…”

Invest the time to come up with an offer that compels and just tell them what it is. Then they can decide. After all, decision is their prerogative.

Which reminds…

2) Don’t decide for them by luring them in your door or teasing them into a phone call to obtain your offer only to leave them hanging when they find out they don’t qualify (because they didn’t read the “real-deal” in the fine print).

Now they feel stupid…and (if they’re not strong willed) obligated! Sort of helps you understand why many distrust advertising, doesn’t it?

I realize marketers (I am one) assume people are smart enough to read the fine print and to know the set up (which I also realize might weaken my case a bit). But these days marketers should also assume something else…

Today’s consumers/buyers are engaged in social media where trust and authenticity rule!

They’re savvy enough to know when they’re being duped. And they’re equally capable of moving on to sellers/marketers who say it simply…clearly…and compellingly (in a first-glance-readable font) and let them make up their mind then and there!

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