dental copywriter
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…
- Do they get answers to their questions through your content?
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?
- Unique (not merely creative) copy and content
- Useful (not noisy) copy and content
- Uncharacteristically compelling (not manipulative) copy and content
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.
The Real Value of Dental Content (And Why It Matters That You Be Willing to Pay For It)
The ability to cut-to-the-chase. However you picture that phrase – apply that thought to how you create and share your dental copy and content and you’ll compel more readers.
Before I get into the nitty-gritty…I must say that economy of words (as in less words to make your point) should not be equated with lower fees.
The “Get-What-You-Pay-For” dilemma
Inquiries about copywriting or content services (aka what I do) often mistake less writing with lower fees. For example, its common for a potential client to be under the notion that because a direct mail postcard is small and has less copy that it shouldn’t cost as much.
I’ll let you in on something….
Creating your message with less words is much more strategic and requires more copywriting skill than throwing a lot of cute, creative jargon on a 4 x 6 piece of colorful card stock!
Here’s why. It’s the equivalent of someone going down a long rabbit trail of explanation to give you what could be a few simple (but compelling) words. Or someone who gives you way more backstory than necessary to give you the gist of their experience.
Copywriters and content creators are a dime-a-dozen who can throw words on a screen (page) and bill you for pennies on the dollar. No offense to those clawing their way to earn a living.
But…a core skill is required to step away from the crowded room of freelancers eager to do your copy/content bidding!
K.I.S.S
Not the 70’s rock band (though I loved those guys).
K-eep I-t S-imple S-tup… (I mean) S-illy!
You gotta K.I.S.S. your copy and content. And knowing how to do that strategically with every piece of it you create is a pro-level skill!
I’m biased because I’ve invested years in the use of words to create compelling copy and content. More specifically, within the dental industry.
Sure, I’ve written hundreds of pages for other niches too but here is where I focus a large percentage of my time.
Dentists and dental industry pros don’t make it easier, either.
How so?
As I’ve shared before, industry jargon and CE course-like copy and content seem to be the preferred choice of some.
I have good news though!
That’s changing.
Here’s how…
I get more requests for conversational copy/content these days.
Why?
Because more content seekers are beginning to understand that content that sounds like a conversation between two individuals compels better than numbing, stodgy, institutional, salesy language.
The VOICE
Again, not a pop-culture reference (as in the TV show). “Voice is about relationship, benefits, and response.
Master copywriter and direct-response professional, Paul Hollingshead explains it this way:
”Imagine the person you’re writing to. Picture him or her as a friend. Believe that the product you’re selling will improve your friend’s life. Figure out what it would take to convince you to buy the product.” fn
The essence of his perspective has to do with a one-on-one, conversational tone. It’s creating copy and content that sounds like a dialogue between two friends not an interchange with a commission-driven salesperson.
Big difference!
Three practical steps to improving the value of your dental content and copy
1-Write to one person
Before your begin writing, “picture” a person.
- Who are they?
- Why would they be interested in your services?
- What would compel them to make an informed decision about your services?
- What are their questions about your services?
- How do they prefer to receive the information you provide about your services?
Words are not the only important part of your website, promotion, mailing, blog post, article, newsletter, email, etc.
The “person” who engages with your content is too!
2-Connect with benefits
All “selling” begins with benefits. If that’s true (and it is) why drown your audience in features?
Always talking about your latest, greatest, best, state-of-the-art-est (follow?) this or that misses the reason someone would ultimately use your services.
Benefit focused content and copy delivers value because it resonates with a person’s emotions. They get the sense that a particular service or product will improve…or potentially…change their life!
- Inventory every service you have for the hidden or front-and-center benefit it delivers
- List every benefit you can think of for your services beyond the tagline level (e.g Instead of “whiter teeth and fresh breath…” think job interview or date-night confidence…)
- Include benefits as the plot-line throughout each piece of content you create
3-Compel action
What good is a one-person focused, benefit-rich piece of content or copy if it doesn’t compel a specific response. Fearlessly ask the person you’re communicating with to take action.
Once again, this is where your grasp of specific benefits counts. More so, how they directly apply to the person.
To create action in your copy/content:
- Refer to your list of benefits
- Recall the emotion(s) your audience is feeling related to your service(s)
- Refine the “close” of your copy/content with a specific call-to-action
Instead of a mere “Call us…or Contact us…” add:
“Contact us now to (add specific benefit phrase)…”
Be response-able with your copy and content. Keep in mind that it’s okay to tell your audience what to do. In fact, they sort of expect it.
And remember…
Your services will be valued even more when you place a higher value on the creation of copy and content that’s required to reach them.
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….
- Can you ditch the technical, industry-speak jargon and still make your point?
- Are you able to write conversationally?
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!
Your Simple Strategy for Becoming a Memorable Dental Industry Authority
I attended a memorial service for a family member of a long time neighbor. What I encountered has been my experience many times over about leaving a legacy.
It also brought to mind a principle that can turn your dental marketing content into something memorable rather than something forgettable.
A son of the deceased offered a touching moment during his eulogy. Now in his 50’s (I assume), he recalled a moment with his dad when he was five years old.
Age five! It’s not unusual that your best memories are those simple moments that revolve around a lesson learned or practical, loving words related.
And it’s equally true that your dental marketing content, promotions, emails, whatever strategy you choose are most memorable when they do one thing.
Answer a question
Content marketing – in any niche’ – is really that simple. It’s as uncomplicated as listening to your audience – their questions, their problems, the deeper issues they face and writing useful answers to them.
A bias for helping
Marketing can easily digress into an attempt to impress. You can be lured into the latest online trend or be tempted to talk…talk…talk about all the nuances and technical eye-candy associated with your products, services, and procedures.
That’s common. But…it’s as forgettable as a laugh inducing, Super Bowl commercial that’s creative and entertaining but fails to connect you with the product and leaves you asking, “Now what was it they were promoting?”
What connects gets remembered
This is why it’s vital that you know the intrinsic value of your dental content. I’m frequently asked a couple of questions about dental industry websites.
1-“Do we really need blog posts/articles on our website?” 2-“How frequently should we publish blog/article content?”
Those questions reveal a need AND a strategy. And I’ll take a strategic approach to answering them because in essence that’s what I seek to do here on my blog each week – answer common questions (expressed or implied) with useful answers.
Your Simple Strategy for Becoming a Memorable Dental Industry Authority Whatever Your Specialty Is
1-Intentionally invest your best marketing energy (and dollars) in publishing useful information.
The simple answer to question 1 – “Do we really need blog posts/articles on our website?” – is “YES!” If for no other reason, it reveals you’re listening.
And that’s the essence of content marketing. To listen is to have no other alternative but to be useful..helpful.
As a dental professional you do not have the practical opportunity to be face-to-face for as long as it would be necessary to answer your patient or client questions. Timing is an issue as well.
Your clients and patients often do not have questions during the hours you’re available in-office or on-site. But they will search for them via their mobile devices, smartphones, tablets, and other available technology that gives them online access.
My question for you: “Will you show up in their search results?” And if you do, will they find the memorable answer(s) they’re searching for? (I’ll cover this in greater detail in future posts. Stay tuned.)
- Set up “listening outposts” throughout your dental practice or dental service business. Your dental assistants, dental hygienists, front-desk business team, customer-service reps, field consultants, managers, etc are your “ears.” Ask them to keep a running list of the relevant questions they’re asked by patients or clients. Review your list regularly.
- Hire a copywriter/content strategist to create blog/article content around simple, non-technical answers to those questions. Why hire? Because you’ll delay what you do not have the time (or expertise) to do. Content marketing is as strategic an endeavor as it is simple. There’s an art to writing an SEO optimized, practical, informative, readable, and actionable post or article.
2-Apply a publishing frequency that’s driven by your desire to establish yourself as the go-to authority.
The answer to question 2 – “How frequently should we publish blog/article content?” – is not as much about saturation as it is about being compelled to deliver valuable information.
If you’re listening…really listening to your “audience” you will always have something of importance to share. Now it’s more a question of strategic opportunity.
- Publish/post your blog/article content at a minimum every other week and at a maximum every week. Consistency plus informative value is the-new-black. Gone are the days of content mills that write a paragraph or two packed with dental keywords on a topic that is written about for the sole purpose of baiting the search engines. It’s essential that you create and deliver content that has substance. And your substance comes from “listening” to your audience.
- Monitor your published content via online tracking tools and good-old-fashioned conversation. I’ll cover the practical side of online search tools in another post. For starters, lurk around in your web hosts built-in tracking systems. Ask your IT team or an up to date, tech-savvy colleague about the best apps or software that will give you a window on your content “love.”
Really, it’s all about the “love.” Love for your audience, for your expertise, and the memorable value you consistently deliver via your content.