features and benefits
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.
Does Your Dental Marketing Copy and Content Cut Through the Noise?
I credit Brian Clark and his Copyblogger article. He prompted my thinking about an essential element of compelling copy and content including what use in your dental marketing.
Writing is hard. Reading more so.
How’s that?
You (and your readers) must identify with a compelling reason to take action. In essence, that’s scheduling, using your service, or making a purchase.
Basically it’s the primary response your dental content and dental copy intends to prompt in your reader.
Is it compelling?
What makes content creation difficult is not the writing itself. It’s the identifiable benefits that are hidden behind the features that pose the challenge.
That’s a theme I’ve covered before. There’s no shortage of feature-intensive dental content.
It’s easy to focus on the newest, greatest, latest, state-of-the-are, cutting-edge this or that. Right?
No doubt you’re proud of whatever it is that you’ve recently acquired or offer as a service. But adding an emphasis on the “thing” without compelling your audience with what the “thing” can do for them makes for a weak, lazy marketing message.
“Why didn’t I think of that…?”
Clark highlights the value of true benefits with a reference to direct response copywriter, Clayton Makepeace.
“…(He) asserts that fake benefits will kill sales copy, so you have to be on the lookout for them in your writing. He uses this headline as a an example:
Balance Blood Sugar Levels Naturally!
That sounds pretty beneficial, doesn’t it? In reality, there’s not a single real benefit in the headline.
True benefits
Makepeace advises to apply his patented ‘forehead slap’ test to see if your copy truly contains a benefit for the reader.
Here’s how Makepeace identifies the real benefit in that headline:
‘Nobody really wants to balance their blood sugar levels. But anyone in his or her right mind DOES want to avoid the misery of blindness…cold, numb, painful limbs…amputation…and premature death that go along with diabetes.’”
See the difference?
Make a connection where your reader “feels” something – the risk and effects of diabetes. This hits them where your reader (in this instance) lives.
Get “emotional” about it
Your copy shouldn’t be emotional for the sake of it. That leaves your reader numb and unable to do much about it.
Tap into emotions that compel a response.
Think what?, why?, how?
What is your product, service, etc., and what does it do? This is the feature level.
Why is this important, useful, etc., in the first place? Now you’re thinking at the edge of benefits.
Now…
How does your product or service actually connect with your patient’s/client’s desires? Here’s where you think emotionally and make it about the real benefits they’ll receive from whatever you’re promoting.
Nothing “fringe” about the benefits
Ultimately benefits are personal to everyone who interacts with your promotional copy. They make up their mind and take action simply because you ask them to but…in response to being compelled at an emotional rather than solely rational level (where a high percentage of marketing copy and content fails).
“What’s in it for me?” is the ultimate question your copy and content must answer. Get your reader, listener, viewer to ask that question and it’s only a matter of time before you can lead them to a responsive answer.
And that’s the goal for much of your marketing copy and content – ACTION!