copywriting

March 21, 2019 Content marketing, Copywriting, Dental content, Dental Copywriter, Dental Copywriting, Social Media, Uncategorized No Comments

One Thing That Will Make Your Dental Marketing Content Different (and Better) Than Most

It happens a lot when consulting with a dental practice or dental business about their webpage copy or other related content. They share a favorite site link or two with me and say, “We want our copy/content and/or website to look and “sound” like this…!”

My review often reveals what’s common with not just dental industry copy, but most:

  • Heavy feature focus (“Latest…greatest…best…”) less emphasis on benefits
  • Full of industry-speak
  • Written to a crowd instead of one person (lack of “you…”)

It takes courage

You must step away from the crowd. Connecting and then compelling your audience requires a new kind of fearless content.

Play it safe.

Sound like everyone else.

And you’ll be another face in the crowd!

Same sounding copy and content produces the same results. It will require more marketing dollars to get attention.

And why?

The online world is somewhat dominated by pay-to-play strategies. Create and fund a strategic enough funnel and you’ll “capture” more leads and potentially more patients and thus increase production.

Sound easy?

It is (in a way) if you have time and cash-flow to invest in it. And we’ve not even talked about the differentiating yourself from the competition and noise they’re creating.

Being different isn’t about being creative

There’s more to standing out from the crowd with your dental marketing than creative, indulgent eye-candy on your website or social media channels.

Being different has more to do with being yourself. Nick Usborne (whose content inspired this post by the way) says,

”You have to find a way to step out from behind the curtain and show yourself. Even when the services you offer are very similar to those of your competition, there is one point of real difference you can turn to.

And that point of difference is YOU.” 1

Filling your copy and content with features and professional sounding language isn’t enough…and frankly, it’s not even close to effective by comparison.

Rising above the dental marketing noise requires being unafraid to let your patients or clients see the real you.

And to see the real you your content has to sound like you!

  • Can they relate to you through your content?
  • Is it apparent that they can trust you through your content?
  • Are they put at ease enough to schedule with you through your content?

And a theme covered a lot on this blog…

If you’re hiding behind someone else’s style, voice, website design, and general content theme you’re missing a most valuable marketing asset – relatability.

Step away from the crowd with more compelling dental marketing copy and content

Write and share content in your own voice

This is the essence of writing like you talk. To do this you must get out of your head.

And to get out of your head requires that you get into the mindset of a patient or client.

  • What do they fear?
  • What’s their desired goal?
  • What’s their motivation?
  • What are their questions?

Your audience searches for you based on your expertise. But they will listen to you and stay with your copy/content when you share your expertise in conversational tone.

Why?

Because online communication these days (and I don’t suspect it will change soon) is everyday, somewhat chatty, and certainly brief and to the point.

Jargon alienates. Industry-speak confuses.

So why waste precious dollars and your audience’s time by numbing them with it?

  • Stop writing like a marketer!
  • Stop writing like a dental professional!
  • Stop writing like an educator!

Instead…

Write like you! Or hire a professional copywriter or content strategist who can tap into your voice and write accordingly.

The results?

Sure, it’s scary and feels like uncharted territory. But you will stand out from everyone else not because it’s easier but because it’s courageous, it works, and it potentially has a better return on your investment.

  1. https://conversationalcopywriting.com/your-own-voice/ ↩
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April 26, 2018 Content marketing, Copywriting, Dental content, Dental Copywriter, Dental Copywriting No Comments

Is it a Good Idea to Write Your Own Dental Content?

What’s my gut reaction when a client or someone kicking-the-tires of my services leans toward writing their own dental content?

“Slow your roll…!”

I’m all about going-for-it. Yet, can you really afford a DIY (Do-It-Yourself) approach to dental copywriting or dental content creation (considering available time for starters)?

There’s more to copywriting than throwing some words on a page or screen…hitting publish…clicking send…and waiting for your phone to ring or a contact form to be received.

Sure, I’m biased as a trained, experienced, pro copywriter. I apply my skills in the art of copywriting and content creation with a strategic focus in the dental industry.

This is everything when writing dental content

The reader, more than your knowledge or expertise, is the focus! Think through these questions about copy and content writing…and pause before you answer….

Here’s the essence of what I’m talking about…

Would you say it sitting on a barstool?

When writing imagine sitting on a barstool. Picture yourself in a conversation with a friend, colleague, family member, or someone you just met.

Imagine sitting there…it’s casual…you’re comfortable…they’re at ease…you’re having a simple chat!

The conversation can quickly go one of two ways:

One, boredom sets in. They wonder when the conversation will end. They turn the page or they “click” away from your message.

Or…

Two, they stay engaged. They sit up and lean forward…”Tell me more…I hear you…I’d like some more information…Let’s talk soon…!”

Copywriting and content creation requires proper voice. Otherwise it’s just words (blah, blah, blah…yada, yada, yada).

Keep it conversational.

Now back to the barstool…

Implement these “Barstool” Copywriting Strategies in Your Dental Copy and Content

Write like you talk

Keep it casual and to the point. If you were sitting on a barstool, enjoying a beverage, how would you describe the service, procedure, treatment, or product?

Conversational copywriting:

  • Dials-down the tech-speak
  • Avoids the use of complicated, industry-insider words and terms
  • Isn’t hype-driven or salesy

Make an impression without trying to impress

Will your reader leave the “conversation” remembering the easy-going, comfortable, engaging way you communicated with them?

Good conversational copywriting promotes a tell-me-more feeling. The impression you make can repel people or bring them back for more.

Let the communication process work for you

Content marketing is about building trust…ahead of the “sale” or “buying decision.” If you rely too much on your ability to “Wow” with hyper or confusing creativity you’ll send a less than engaging message.

Trust translates via your conversational tone.

Dress your language less formal and more casual

Good copy and content are comfortable like your favorite jeans, shorts, and t-shirt. If you feel relaxed you’ll communicate that way and your reader will relax too. (Remember the trust factor?)

And get the image of your English teacher out of your mind. Gotta love ‘em. But now’s not the time to stress over “crossing your t’s…dotting your i’s,” losing your mind over sentence structure, or worrying about being ticketed by the “grammar police.”

Sure, the basic rules of grammar apply. Sloppy isn’t the answer.

Instead…

Use good judgement. Be easy to read – remember it’s like a good conversation on a barstool.

What’s easy to read is easy to understand. And what’s understood compels a scheduled appointment, a product purchased, or an idea applied.

Communicate effortlessly

Envision effortless like Tiger Woods driving a golf ball or Steph Curry nailing a three-pointer. A professional’s skill appears second nature, fluid, “invisible.”

Make your writing “invisible!”

Be aware of how your words promote your services or products. Write to showcase benefits and results.

Features entice. Benefits sell!

Pause before you go all DIY on your next dental marketing promotion. Evaluate your dental copywriting and dental content using the “barstool test.” Your results could depend on it!

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features and benefits
February 4, 2016 Content marketing, Dental Copywriter, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Digital marketing, Marketing dental services, Marketing dental supplies, Marketing to dentists One Comment

Is This Obsession “Killing” Your Dental Marketing Content?

An obsession. You probably have one (or more).

I do.

Relax. This isn’t confession time.

But I will confess to one thing. I’m obsessed these days with helping dental website owners and developers end their obsession with feature-heavy content.

Features have their place. Actually, they have one strategic purpose…and overuse isn’t one of them.

My so-called, “rant” is valid these days. It’s a “sore-spot” with me primarily because I’m still recoiling from related (“You didn’t tell people how great we are…”) push-back on a client’s web page copy I recently shipped (it’s not the first time and probably won’t be the last).

Let’s define what I mean by “features.” They are any aspect or related wording that describes your product or service.

Think color, clarity, class, or construction. Features are the easiest to spot and “spin” when writing copy.

Typically, feature-intense writing requires less creative energy. Why?

You’re merely describing what’s in front of you or how you want your reader, buyer, customer, client, or patient to see your product/service.

Features are easy to recognize because they’re commonly accented with words like “state-of-the-art,” “cutting-edge,” or any word ending in “-est” (e.g. “latest,” “greatest,” “best,” etc).

The comparative truth about features in your copy/content

Features have their place. Where?

Alongside compelling benefits.

Features appeal to your patient’s or client’s logic. Benefits connect your patient’s or client’s emotional desire with your product or service.

Compel a response with BENEFITS.

Then…

Rationalize their decision with FEATURES.

Copywriter and author, Bob Bly, shares a classic illustration of the Feature-Benefit issue in his book, The Copywriter’s Handbook.

“Features and Benefits of a #2 Pencil

Feature: The pencil is a wooden cylinder surrounded by a graphite core. Benefit: Can be re-sharpened as often as you like to ensure clean, crisp writing.

Feature: One end is capped by a rubber eraser. Benefit: Convenient eraser lets you correct writing errors cleanly and quickly.

Feature: Eraser is attached with a metal band. Benefit: Tight-fitting metal band holds eraser snugly in place – so you’ll always have an eraser when you need it.

Feature: Pencil is 7.5 inches long. Benefit: Long length ensures long writing life.

Feature: Pencil is 1/4 inch in diameter. Benefit: Slender shape makes it easy to hold and comfortable to write with.

Feature: Pencil is a #2. Benefit: Graphite core is blended so that it writes smoothly , yet is crisp and easy-to-read.

Feature: Yellow exterior. Benefit: Bright yellow exterior ensures that it’s easy to spot on a messy desk or in a crowded drawer.

Feature: Sold by the dozen. Benefit: Sold in a convenient 12-pack so if you lose one, you don’t have to run to the store for another. Also, more cost-effective.” (pp. 59-60)

Understand that features have their place in your content. But ultimately, the “selling/compelling point” is the benefit.

How to Turn Your Obsession with Features Into More Compelling, Benefit-Focused Content

For every feature – think benefit

Review Bly’s #2 pencil illustration. You’ve held a pencil, placed a pencil behind your ear, chewed on a pencil for years, right?

And you probably didn’t give thought to the benefits listed in the example. But they are present nonetheless.

The task of your copy/content is to uncover the hidden benefits, expose them to your reader, and compel them to take action as result. This is the hard work of copywriting.

  • Train your senses to see, hear, smell, touch benefits. View your products/services through a sensory lens.
  • List every benefit you can think of for the product/service you’re promoting. Build your content around them.

Refuse to list a feature in your copy/content unless it’s accompanied by a compelling benefit.

Ruthlessly eliminate feature-fluff in your copy. I’ll go so far as to say that using fluff words (”state-of-the-art,” “cutting-edge,” etc) is the lazy approach.

Again, it takes work to uncover and craft content around benefits. Then apply the extra effort to rationalize them with features.

Ask why your newest equipment, service, product, etc is “state-of-the-art.” How does that “fluff-wording” translate to a compelling benefit? Write to that!

Get emotional.

Compelling copy grabs your reader’s emotions. It’s not only about tears and fears (though those are strong emotional responses).

The better part of emotions involves painting a picture for your reader. It’s guiding them to see themselves using, benefiting from, and being changed by your product or service.

A feature gets their attention. A benefit compels a decision.

  • Think like your reader/client/patient. What would you feel, sense, believe about the product/service?
  • List the emotional triggers that your product/service touches on. Attach a benefit to that emotion.

Get obsessed about your copy/content. But make sure there’s a benefit.

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compelling content headlines
January 21, 2016 Content marketing, Dental blog, Dental blogging, Dental Business, Dental Copywriting, Dental Industry, Dental marketing strategies, Headlines, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

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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power of noticing
December 18, 2015 Dental Business, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental SEO, Digital marketing, Marketing dental services, Marketing to dentists No Comments

The Power of Noticing and How to Use It to Simplify Your Dental Marketing

What she saw on a billboard during a cross-country trip resonated with her. And that word (resonate) is what will separate success from failure in your dental marketing.

Tara Gentile shared her billboard observation in a recent podcast I listened to. Specifically, it was a billboard promoting the interstate location of a Shell gas station that captured her attention.

The headline, she admitted, cut through all the marketing noise observed on countless other billboard promotions along the roadside. This one contained two words in addition to the company logo and the corresponding roadside exit number.

Ready…? Here goes…

“Clean restrooms”

That was it! It occurred to her that what’s on the mind of a road weary traveler isn’t the mass of messages screaming for attention from billboard after billboard.

What a weary traveler wants, desires, and needs is a clean place to stop when necessary. Simple as that.

The emotional, desire oriented pathway from your marketing message to a patient or client relationship is paved with more than good intentions. These days, your approaching message matters.

Approach precedes landing

Gentile also observed the billboard messages that were “lost” on her and probably other travelers. Direct messages from churches calling readers to “Repent,” other companies demanding that you buy, try, call, purchase, don’t live without, etc their particular product or service fail miserably on “approach.”

There must be a better way.

I encourage you to listen to Tara Gentile’s podcast interview here .

I’ll share a few front-of-mind take-aways in this post (and perhaps a few more in the weeks ahead).

The Power of Noticing that Simplifies Your Dental Marketing Approach

Watch

This isn’t about trends. It IS about the specific things your patients/clients are interested in.

Service providers are accustomed to marketing according to the hammer-nail analogy. When you’re a hammer you see everything as a nail.

Practically speaking, there’s more to your connection than serving up what you assume everyone is waiting around to need.

Need typically drives want or desire. And when you’re present in the gap when need arises you’ll make a profitable connection a higher percentage of the time.

For example, online dental marketing often relies solely on positioning via keywords – the SEO Superstars! Your challenge via online dental marketing is to show up in a simple, useful, value-driven way that reveals you’ve noticed their current need(s).

  • Tune into how your patients/clients see themselves. Words and comments leave clues.
  • Turn their words into images. Build “stories” (word pictures) around their needs, wants, and desires illustrated through their comments in post-op consultations, post-treatment follow-up, buyer-personas, post-purchase reviews, etc.

Observe

This is a higher altitude level of “watching.” Your powers of observation provide a sharper understanding about what your patients/clients desire when you make strategic observations.

Observation gets you closer to intuition. When marketing lacks intuition it becomes “noise.”

Listen

This is where conversations occur. Listening puts you in the proximity of hearing what’s being said.

Your ability to listen and act on what you hear will separate you from the mass of other marketers who rely solely on shock-and-awe (the creative fluff or in-your-face approaches that’s typical of so much marketing these days).

To listen you must quiet yourself. It’s next to impossible to listen when you’re talking.

  • Listen intuitively. Avoid making assumptions about what your patients or clients need. Get to know them through intentional surveys, deciphering their chair side questions, etc.
  • Listen between-the-lines. What is not being said, but is still very real to your audience?

You lose nothing, really, by taking a more simple approach to your dental marketing message. Though you stand to gain more marketing-weary-travelers if you’ll deliver what resonates with them.

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