story based copywriting
How to Assure that Your Dental Content is Clear and Useful
I love it when clients “get” what I’m about to share with you! It’s simple really and it can add value to your dental content – online or offline.
I recently wrote the copy for a dental client’s website. The pediatric dental content was brief and to the point – as they preferred.
They asked for a minor revision. It involved copy on a somewhat obscure dental issue. Though pleased with the copy, the client recognized that the existing content could be a bit confusing to their “audience.”
It’s vital that your content connect on a compelling AND clear level with your reader.
I made a minor adjustment to the copy. All it involved was a simple tweak in the language followed by a clarifying explanation of the issue.
I’ll share the “language” I used in a moment.
Clarity first
I’ve written about what is called the “power of one.” It’s the principle that your copy/content is more compelling and useful when it focuses on one, clear idea.
It’s common for marketing or promotional copy/content to take on too much. Words carry weight but too many ideas all at once can weigh-down and confuse your reader.
Narrow your focus to one clear, compelling, big idea. And make sure that idea is clearly communicated (what my client gets).
How to Assure that Your Dental Content is Clearly Useful
1-Know your audience
This is Communication-101. Who are you talking, writing, marketing, promoting to? Dentistry is a technical, knowledge-based industry. As a dentist, your education holds esteemed value to your patients (and it certainly should).
Your audience “pays” for your knowledge and expertise. But that knowledge-base requires a clear explanation when it’s shared with those other than industry colleagues (i.e., your patients).
- View your services through the “eyes” of your patient. Explain, promote, educate them with words they understand. This is a fundamental task of my dental content writing – clarifying and attaching benefits to what is otherwise obscure or irrelevant.
- Get to the benefit level as quickly and clearly as possible. Remember that the benefits of your services must connect with your patient’s emotions. Features, on the other hand, appeal to their logic. Use both (features and benefits) but clarify what you provide around the benefit they will receive.
2-Paint a “picture.”
It’s useful to illustrate the “idea” you’re communicating. This is what I did recently with my client.
I used a few simple words to clarify the complex issue. Instead of using albeit accurate technical language I illustrated it by saying, “Think of it this way…,” then crafted a short connection to a relatable idea.
Those simple words shifted their thinking to something they could understand. When your reader makes the “shift” they inch closer to accepting what you’re communicating.
Art takes work.
Invest time creating clear ways to communicate your services. What can you compare it to? Is there a connection to something your patient(s) know and understand?
3-Tell a story.
This is about your core message. Those who read your content aren’t looking for a screenplay but they are looking for value in what your provide.
The more you draw them into your services the better your outcomes.
- Help your patient see themselves using and benefitting from your service. It’s not about “whiter teeth” it’s really about confidence at their daughter’s wedding or feeling attractive at their upcoming high school reunion.
- List as many plot-lines as you can think of for each of your dental services. By “plot-line” I’m referring to the path you guide them on from problem to solution. What ultimately does this “problem” cause if avoided and what would it look like if they accept the “solution?”
- Mine your reviews, surveys, and patient testimonials for story themes. Patients tell you their story through their post-treatment comments. Listen chair side for clues to your patient’s story. What are they really wanting from the service you’ve treatment planned for them?
That’s story!
Simplify your copy. And remember that clarity adds value to the content you publish to promote your services.
Implement the Power-of-One and Eliminate Dental Marketing Overload
I gave myself permission. It helped me narrow my options and relax more than I would have otherwise.
Trying to accomplish too much all at once leads to frustration and unproductive outcomes. This holds true in your dental marketing copy and content too.
Back to my “permission” moment…
Extended holiday weekends beg for a laundry-list of tasks to be accomplished. That’s the proverbial “road-most-traveled.”
I chose “the-road-less-traveled” this time around. And as author, Scott Peck, once discovered, “it made all the difference…”
I featured this idea of narrowing your focus in a recent post. Specifically, it was about knowing your audience well enough to market to “one” person instead of the collective masses.
The power-of-one
A copywriting mentor, Mark Ford (aka, Michael Masterson) says,
“Stir…one core emotion
Emphasize…one good idea
Tell…one captivating story
Direct your prospect to…one inevitable response.”
It’s easy these days to have too many dental marketing channels sending out too many signals (offers and promotions). It’s a symptom, perhaps, of scarcity-thinking.
That’s being afraid that if you don’t throw enough deals, promotions, offers, sales, discounts, coupons, percentage-savings, etc at your patient or client list, you’ll “starve” from lack of bookings.
What’s enough? Sure, I get that throwing more “seed” increases the odds that you’ll “reap-a-harvest.”
But these days, there’s a risk of people becoming numbed to your offers. They’re “shopping” the lowest bidder in terms of percentage discounts and special offers.
Minimalism and marketing
Market by a factor of “one.” Approach your marketing message and the content you distribute like I did my weekend.
Give yourself permission to simplify and narrow your focus. Adopt and adapt a power-of-one mindset with every marketing effort.
1-”Stir ONE CORE EMOTION”
Think about each of your dental practice or dental business services. Deeply explore the benefits of each service.
Now…attach an emotion to each benefit.
For example, what core emotion follows the benefit(s) associated with teeth whitening?
Teeth whitening, for instance, creates an emotion of “confidence.” – Write to that! Do the same for each of your services before you create another related marketing promotion.
Create content around ONE CORE EMOTION. Avoid tangents that distract from that ONE message within that specific piece of content.
2-Focus on ONE BIG IDEA
Too many themes or “ideas” damage the impact of your marketing message. Decide what you want your dental marketing message to promote.
And remember you’re not promoting a service or a product. You’re promoting a benefit (that “stirs one core emotion)!
Focus on the one-thing the particular service being promoted does for your patient or client. Again, think through your services strategically like you did when attaching emotions to each.
Create content that highlights, exploits, showcases, and builds on that ONE BIG IDEA. If you have more than one idea, relax.
The beauty of content marketing is that you’re not limited to a single marketing effort. There’s always the next blog post, article, podcast, or social media post.
Let your ideas ferment. Then share them one at a time with your audience.
3-Share ONE CAPTIVATING STORY
Consider the “story” as a picture of your patient/client using or interacting with your service or product. Restrain yourself from telling about everything the service does all at once.
Give your audience time to see themselves in the “story.” You wouldn’t wear two pairs of shoes at the same time. So don’t expect your marketing to ask readers to walk in more than one pair of shoes on their journey through your current promotion.
Pick a theme. Stick with it until the next “chapter” (e.g. blog post, article, newsletter, etc.).
4-Compel ONE RESPONSE
It helps to use a one word call to action. “Schedule,” “contact,” “call,” “click,” “join,” “invite,” “bring,” etc are single words that compel a specific action.
Avoid using copy/content “bloat” like – “We would like to ask you to…,” “We’re proud to invite you to…,” etc. Ask for the response early in your promotion and ask for it again in the middle and again at the end.
Cut the passive language. Ask your reader to do something (one thing) NOW!
Re-start your dental marketing with a simple, singular approach. Give yourself permission to do ONE thing and perhaps your audience will give you their permission.
2 Core Content Strategies That Give You an Edge in Your Dental Marketing
Our soon-to-be six year old grandson lives every moment full of anticipation. And we love the satisfaction of being able to respond to his hopes for fun.
You’re in a unique position to be responsive in your dental marketing. And the satisfaction of your patients or clients depends on you being prepared with a core content strategy.
All our grandson had to hear was the word, “Zoo!” The mention of that word signaled what my wife and I already knew would make him happy.
It’s a grandparent thing. We know him. And we know what fills him with hours of joy.
Start with what you know.
When you know someone you’re in a position of leverage. In recent posts I shared the true value of your website platform (PC) and what leverage means to your authority (AC).
Knowledge also equips you to respond.
People expect a response these days. You send someone a text and if you get the “bubble” (indicating they’re reading it) on your screen with no reply you think – “Hey what’s the deal?”
Or you send an email or leave a voice mail. Hours…days go by and no reply. Wow!
Customer service rises and falls on quick, adequate, satisfying response.
Responsiveness rules.
Think of your patient’s or client’s digital (online) presence as a sort of third “ear.” It’s where you apply your responsive listening skills through the use of what let’s call “Responsive Content (RC).”
You’re essentially in the problem-solution “business.” People search for you and your services because they’re in pain (problem), lack knowledge about maintaining their health (problem), or perhaps lack the resources to solve either circumstance (problem).
Communicate where people are listening.
What’s the quickest way to respond these days? And where do your patients/clients access that information?
It seems appropriate to respond digitally rather than using snail-mail or direct mail. If you want to connect in real-time you can’t beat the digital response.
Two digital content strategies you must be prepared to use if you want to master a responsive reputation.
Work your email list.
The most abused and at the same time under-used responsive content (RC) tool you have is e-mail.
Why abused?
Because you could fail to understand the intrinsic value of permission. And if you have permission don’t discount what it means to treasure it as a trusted relationship.
Certainly, you know what it means to be spammed. If not, scan your email inbox and evaluate those who emailed you.
What’s their relationship to you?
Someone you requested info from?
Someone whose content you find useful?
And while we’re on the subject of “usefulness,” here’s how to get the most from your email promotions.
- Be untypical. Inform your readers via a relevant story, idea, or theme.
- Connect the story, idea, or theme to the action you’re asking them to take when reading your email content.
- Ditch the formality. Treat your email like a one-on-one conversation. Write the message in a way that sounds like a casual conversation with one person (your reader).
- Avoid salesy words and common cliches’. The quickest way to get your emails spam-filtered is to sound like your “selling” something. Think about your language.
- Invest in your subject line. The key to emails being delivered (not filtered), opened, and…drumroll…read…is your subject line.
- Share a benefit in your subject line that compels them to open it.
And #2
Connect with social media.
The key is connecting. I hesitated to use the word, “engage,” because it’s often overused and has lost its impact.
That’s sad since social media is really about engaging (there, I said it!) your patients/clients in an online conversation with you via your content.
There must be more to your social strategy than contests, promotions, and images of office parties (important, don’t get me wrong) or dental procedures. Keep your social media channels “human,” but don’t miss the advantage of having a (hopefully) growing “fan base” because of your content value.
- Link to your own relevant, useful content. This is the importance of having a consistently updated blog or article page on your website platform.
- Curate and share other valuable, helpful content that’s relevant to your dental practice, dental expertise, and dental products or services.
- Balance content with the occasional (and I emphasize, occasional) promotion. Social followers are numbed when every other post is about your latest “Like”-our-page-share-our-page contest for a free give-away.
- Avoid violating privacy issues. But don’t allow your fear to keep you from legitimately and effectively connecting with your patient/client base on social media.
- Review and respond in as much real-time as possible to comments or direct connections on your social channels. If necessary, designate, or better, hire someone to manage your social media content and communications.
Responsiveness gives you an edge in today’s digital marketing. And timing is on your side when your mindset is aligned with two of the most effective strategies.
The Case for “Simple” and What Works on Your Dental Website Platform
I’m not here to debate their music. In fact, I’ll go on record and say that I’m a major U2 fan.
It’s their platform – like your dental marketing platform – that enables them to deliver consistently whenever and wherever they choose to make music.
Speaking of wherever, New Yorkers were drawn to a gathering of “street performers” on a subway platform. Imagine the signature sound being created not by some local tribute band but Bono and crew themselves.
I experienced U2 a few years ago in a massive, produced, high-energy, sold-out stadium show. It was epic and I would expect nothing less from an impromptu, street gig as well.
It’s what fans expect from an iconic band.
And it shouldn’t surprise you that the simplicity of an unplugged, street-level gig would have the same awe inspiring impact. That’s U2.
Whatever your “music”, simply deliver
These days dental website copy and content seems to migrate towards a massive, produced, shiny-object approach. Maybe it’s an attempt to legitimize your services in an increasingly competitive market.
Equally popular is the trend towards content “fluff.” Dental-speak, tech-speak, call it what you will.
And even more trending are the easy-way-out, set-it-and-forget-it website platforms that replace your unique “story” (your dental practice brand) with cookie-cutter branding.
It’s time to simplify.
Your dental practice story deserves a platform. In fact, to cut through the noise, it’s required.
You’re in the business of providing dental services and skilled treatment to people. As you’re aware, those who seek your services are, more often than not, motivated by pain (e.g. a tooth ache, swollen gums, tooth loss, etc.).
They don’t wake up daily with the notion of, “Hey, I think I’ll surf the internet for dental information…” But if they’re in pain or if they’re aware of the benefits of dentistry to their overall health, your opportunity to create a “fan” is higher.
So what’s unique about your website?
I’m not talking about graphics, flashy design, pop-ups, sliders, slide-shows, YouTube videos, stock images of beautiful people with Hollywood smiles, page headlines that include the words “state-of-the-art” (promise me you’ll STOP using those words…PLEASE!) and any words that end in “-est.”
Think simplicity.
Okay, let’s define it.
Ready?
Be useful.
Time is of the essence when you capture the online attention of a current or potential dental patient. They stop to listen for one reason – they found YOU.
YOU – in a massive, produced, crowd of dental websites.
And they aren’t there to admire your website.
They want information. Easy to read, easy to understand, take-action-on information.
Information they found by a simple question or word typed into a popular online search tool (Google, Bing, etc.).
The question that defines how “useful” you are: Do they find an answer?
Here are some simple strategies to help:
- Publish blog or article page content that’s readable, conversational, lacks dental-speak, and could be understood by a 5th grader (not sounds like it was written by one…there’s a difference).
- Create downloadable, free information (e-book) on a trendy, seasonal dental topic (teeth whitening for wedding season, back to school dental care, how to use your insurance benefits before it’s too late, etc.).
- Produce a 5 minute weekly podcast episode on Frequently Asked Questions (answer one question per episode…how’s that for being simple and useful).
- Design a monthly or quarterly e-newsletter available by (free) subscription only. Give your readers your behind-the-scenes stuff here and make it appealing to belong to your “tribe” (special offers, promotions, etc just for joining).
- Brainstorm more ideas. Let your mind run free (or email me and we can start a conversation…why not?).
Remember this…
Your online success doesn’t depend on your ability to impress. It does depend on your ability to deliver simply what people have come to expect when they find you.
Simple, useful information.
Stop “Selling” Your Dental Services-Try This!
I started selling when I was around 10 years old (give or take a year or two). If I knew then what I know now, well, who knows?
“Selling” your dental services (I was tempted to use “marketing” because it sounds less,…salesy. More on that in a moment) means being comfortable with the process. If you’re not careful your perception will get in the way.
My involvement in scouting organizations introduced me to sales opportunities (in a roundabout way). It wasn’t the organization itself – though I enjoyed my experiences – it was the collateral.
My scout membership entitled me to a direct mail publication. Boy’s Life would arrive in my mailbox monthly and I’d leaf through the magazine to the back portion.
There, in the back pages, was the marketplace! And what I saw there I considered my ticket to a new bicycle, new shoes, or whatever held my attention at the time. No, it wasn’t the offer of those items but the process I believed would get me there.
An emotional connection
Back of the magazine ads hocked everything. And I dove into the sales funnel head first!
I sold garden seeds, greeting cards, stationery – you name it. My door-to-door-in-my-own-neighborhood taught me some valuable lessons.
I now realize I was more courageous then than I am now. Perhaps my goals were different.
Back to basics
You don’t need to be a master at sales to sell. You simply need to understand the basics of the process.
The secrets to more people and/or dental patients “buying” your dental services isn’t rocket science. Frankly, there’s no need to manipulate the process or engage in the latest shiny-object marketing trends.
“The Three Fundamental Rules of Selling”
I credit my virtual mentor and master copywriter, Michael Masterson, for the following sales basics. You will improve your marketing copy and content a thousand times with his insight.
1-“People don’t like the idea of being sold.”
Goods and services move daily from marketplace to consumer, from dental supplier to end-user, from dental practice to dental patient. Billions of dollars change hands annually in the sales process.
If sales make the world go round, why is it taboo? According to Masterson, “People want to buy, but they don’t want to be sold. Buying implies control. Being sold, the opposite.”
This explains why you prefer to browse. It’s comfortable. Browsing puts you at ease as you view your options.
Perhaps it explains why “browsing” is commonly associated with web usage. The purchases and choices you make online don’t include an invasive, in-your-face salesperson putting the “squeeze” on you.
Put people at ease when marketing your dental services. Give them a “browsing” experience not only on your website (you do have one…right?) but most certainly with your copy and content.
A blog that’s consistently updated with fresh content, a social media presence, and engaging, story-focused, non-salesy email content are effective dental marketing tools. These approaches engage people in the buying process – they compel more than they manipulate.
2-“People buy things for emotional, not rational, reasons.”
Rational people wouldn’t spend the significant amounts of money they do on cars, trips, food, etc. Consider the debt people take-on for those and countless other shiny-things.
People try, buy, and use your dental products and dental services for a reason. You assume that your diagnosis and related treatment plan makes complete rational sense.
But the out-of-pocket costs would say otherwise (even if dental insurance is in play).
For example, why do you buy cars, houses, clothes, jewelry, or take trips you can’t afford? Why do you eat food you know isn’t good for you?
Because it makes you feel good!
There’s an emotional connection to what you invest in or spend money on. Tap into emotions and you’ll connect with people.
Fear, greed, vanity, lust, pride, envy, laziness are a few emotions in your operating system. These powerful emotions have led to the success (and the downfall) of countless people (including you…and me).
Include them in your dental marketing copy and content and you’ll see positive results. Consider what the driving emotion (the real motivation) is behind your client’s or patient’s decision.
This means you’ll need to listen for clues (personal benefits) more than you drone on and on about your latest state-of-the-art this or that. Stop talking about what you/your services can do.
Listen…
- Listen to what results the client/patient wants. They’ll get personal (i.e. emotional) if you listen effectively.
- Listen and learn. Then write (sell) to those emotions.
Sell to the heart first. The mind will follow.
And speaking of the mind…
3-Once sold, people will justify their emotional decision with rational reasons.
This is why (and I’m stretching here) television ads have a remote chance of connecting and selling their products.
Think about an automobile ad.
You see a breathtaking image of a scenic highway. A speeding blur of an image (a car) flashes by on the screen. Leaves erupt from the pavement against the sound of a finely tuned, high-performance engine.
The camera pans to the drivers seat. A gloved driver with sunglasses strokes the wheel with one hand. The other hand is on the thigh of his gorgeous female passenger.
For a brief moment, as the commercial concludes, a voice pitches the car, make, model and he latest purchase or lease financing available as the tail lights disappear into the distance and the music fades.
What just happened?
You’re still thinking about the stunning passenger seated next to the driver, aren’t you? Or you’re recalling the sound of the engine as it gripped the road, right?
Either way your heart is racing. But here’s a bigger (more valuable) question…
Why does the commercial clutter up the eye-candy with a list of data?
Answer:
Engine size, torque, fuel economy, interior space, financing options, etc. are designed to make you feel good about the decision you’ve made to consider the purchase.
Fuel economy speaks to your frugal, money-saving self. The ABS braking system and road-gripping suspension appeals to your sense of protection for you and your family.
Good, effective selling appeals to emotions. How you stir those emotions varies.
What’s important is to know what motivates your prospect.
You must ask yourself – “What am I actually selling, promoting, sharing, giving to people?” It’s not the surface features of your dental services, the latest technology in your office, or the newest approach to oral health care.
What do your services deliver to your patient’s emotional desires? Answer that question and promote to it.
Lead with the heart. The rest will follow.
Question: What bugs you about “selling” your dental services? Comment.
3 Compelling Ways to Use Story in Your Dental Marketing Content
Stories have power. It’s why you enjoy a night at the movies or a compelling summer beach read.
And speaking of compelling – that’s the super-power element of effective stories. They compel you.
Your dental marketing content will succeed these days over the marketplace noise for one reason. And you should evaluate your copy and content by this emerging standard.
Story sells.
A recent post on Copyblogger compelled me to explore more deeply this whole idea of story telling content. I’ve been a fan of it for awhile.
The Copyblogger article carried me to another dimension in my future writing for clients. And it will do the same for you if you value having your dental marketing content stand out.
Sean D’Souza says your content storyline must have three core elements to compel a response.
1-The sequence – the events (points, ideas, etc) that build upon each other and create meaning.
2-The suspense – the drama of what’s happening, what’s up, or what’s approaching.
3-The roller coaster – the up and down and all around of good to bad to good, etc.
The reason story works.
A fair amount of marketing content is full of hubris. It talks about YOU, YOU, YOU.
Overused phrases like “state-of-the-art,” and “We’re proud to (announce this or that),” offer very little compelling value.
Where’s the story? And if there is one how does it benefit the reader?
Leaving out compelling benefits mutes your storyline. It’s like reading a clearance-rack biography or paying good money for a 1-star movie – boring and disappointing!
A story (your job: to find it – or hire someone who can – and tell it) has the advantage of a logical and compelling sequence of events. Add in some suspense and a roller-coaster of features and benefits to draw your reader in.
What does this have to do with dental marketing copy and content? Good question.
Enough “suspense.” Here’s the scoop.
3 Story-Intense Dental Marketing Content Tools to Compel Interest in Your Services
1-Case studies
These are story super-powers. A case study is basically a success story.
A dental case study would include a “villain” such as oral cancer, periodontal disease, bleeding gums, yellowed teeth, crooked teeth, etc. Your sequence of events would include the problem, product/treatment/service, and the solution story.
When a patient or prospective client finishes reading this brief success story they’re compelled to take action. Your offer is the action that will solve their problem and create a profitable outcome for you.
2-Blog posts
Appear regularly on your reader’s radar. Blog posts have viral capacity because they create a “what’s next?” response.
Read a compelling blog post and you’ll anticipate the next one. Blog content is evergreen and ever evolving.
Exceptional bloggers earn a spot on your newsfeed. You bookmark their content like you do a favorite passage in a novel or non-fiction book.
Your blog posts will move up the list of fave-reads when you add in story factors.
Keep your posts to between 350 and 500 words on average. Tease the next post by not giving away too much “plot.” Your readers will thank-you by returning again and again to follow your “story.”.
Blog posts build trust too. Become a trusted expert by delivering trusted content week in week out.
Eventually readers become patients, clients, or customers. They will buy/seek your services when you’ve proven yourself as a trusted source of expertise via your blog content.
3-Email
Email is a perfect (and overlooked) canvas for story based copy. Avoid jumping in with your promotion or facts that tip the reader that this is another sale-sy email.
Lead with a story. How?
Listen to culture, current trends, local events, your own experiences. Use these to craft a story that introduces your email.
Lead with a story in your email copy. The added drama will compel your reader to stay with you.
Two essentials – make a good transition from the story to the email purpose (promotion, information, etc.).
And…don’t miss this…
Write a subject line that prompts the email to be opened. Many emails fail at the inbox level because the subject line is anything but compelling.
An email subject line is like a movie trailer. It must move your reader to see the full feature.
Add some drama to your dental marketing copywriting and content. Use story to compel interest and your expertise will profit.
Which content “tool” do you most often use to promote your dental services?
How Copywriting Uncovers the Hidden Value of Your Dental Products & Services
A local paper ad caught my wife’s attention. It was promoting an international coin buyer’s event taking place over the weekend at a local hotel.
Our experience prompted my thoughts about some important dental copywriting and marketing principles. I was reminded how it’s essential to think about the untapped value within your dental products and services.
Along with gold and silver items, the company was offering cash payouts on coins of a certain vintage. My wife knew we had a few silver and half-dollars lying around so she scoured the house, drawer clutter, and forgotten containers to find a few hopefully valuable coins.
Bingo! Among some kitchen drawer clutter she uncovered a 1966 half-dollar. And we did a halfway serious happy-dance as if we were holding the winning Powerball lottery ticket.
We arrived at the hotel, took our number and a seat waiting among a few others who hoped they too had discovered the mother-lode in a jar or coffee can among their house clutter just as we had.
In a moment I’ll tell you how much our 1966 half-dollar was worth and what we walked away with check in hand. But first, our experience reminds me of some basic copywriting principles to apply to your dental marketing content.
Understand perceived value
Remember that people buy for emotional not rational reasons. This holds true for how they perceive the value of your dental services and dental products.
Imagine a client or patient seeing your latest promotion for the first time. Once they hear the price for treatment or service they’ll immediately form an opinion about whether there’s value for them (perception).
Of course, you know the value. And it’s the job of your promotional content to sell them on it.
Your dental copywriting and marketing content must get inside their head. But don’t stop there. You must reach their heart – the emotional core. How?
>Use benefit-rich action words and keywords.
>Ask questions they must answer in the moment as they read, view, or listen to your content (however it’s delivered).
>Raise the value of whatever your promoting in the minds of your readers with comparative data (statistics, facts, etc.).
>Write to overcome perceptions and objections.
Deliver beneficial value
Your dental products and services have built-in value. But do you know their value inside and out?
Change your perspective and look at your products and services with fresh eyes. Consider outsourcing your dental copywriting and marketing efforts on occasion.
Your products and services contain hidden value. And the purpose of your marketing is to discover it and create solid, compelling content that promotes it.
Show prospects, potential clients/patients, and current ones the benefit-value of your services. But don’t stop there.
The purpose of copywriting is to put the product in their hand…in their experience with words. Use words to paint a picture of the future with them benefiting from its use and the consequences of not doing so.
Use content to get them so emotionally attached to your services that they can’t walk away without buying.
Increase value
Not only give them a picture experiencing the benefit of your dental services. Show others benefiting also.
The “community” or “tribal” effect can increase value. It’s the show-and-tell principle that builds a story around the product/service benefits.
>Use testimonials throughout your dental marketing content.
>Expand your testimonials into case-studies or whitepapers.
>Show your products/services solving problems, altering outcomes, increasing confidence, saving lives, etc.
This has emotional appeal that few can ignore without joining the crowd.
Back to our coin selling experience. Our number was called. And we were graciously escorted to a table where the buyer eyed the few coins my wife had uncovered.
He immediately separated the value-coin from all the rest – our 1966 silver half-dollar – and casually told us to spend the other coins since they wouldn’t increase in value.
We agreed to his estimated value on our 1966 silver half-dollar. We shook hands. A check was issued.
And we walked away…$3 richer. Hey, unless my “math” is wrong (wouldn’t surprise me if I was) isn’t that a value increase of 400%?