Roadblocks keep us from getting to our desired destination. The same happens in your dental copywriting and marketing conversations, sometimes unknowingly.
Here’s an example I discovered recently that illustrates my point. Consider when a hygienist asks, “do you floss?”
Let’s be honest – the hygienist knows the answer. If they can’t tell from the tartar build up and gum bleeding, something’s wrong.
But, could asking that question be undermining the response the hygienist hopes for? Think about it.
The patient doesn’t hear, “Flossing is good for you. It helps assure good periodontal health.”
What does the patient hear?
The patient hears, “You idiot! How could you be so stupid as to put your oral health and teeth at risk? What’s wrong with you?”
The “do-you-floss?” question – subtle and rhetorical as it may be – creates a negative vibe. And that vibe creates a communication barrier to future messages.
Communication improves when the benefits of flossing are delivered along with coaching about the various tips and tools available to them.
How many of your dental marketing conversations have “do-you-floss?” syndrome? Are you shutting down the path to further, beneficial conversation because you’re putting up communication roadblocks?
Here are a few common “do-you-floss” type copywriting roadblocks and how to remove them:
“Do-you-see-how-great-we-are?”
When marketing your products/services the easiest to talk about is you. But when talking about you it’s even easier to miss who you’re talking to.
Who is your target? What do they want/need? How are they willing to engage with and spend time and/or money with you? What makes them do business with you again and again?
These are benefit oriented questions. And they lead to better marketing communications.
“Do-you-notice-how-much-we-have-to-talk-about?”
The greatest communication challenge whether writing or talking is not what to say. It’s what NOT to say!
Each marketing piece you create – boil it down to a simple, compelling, SINGLE message. Ask “what is most important to communicate here, now, and (as mentioned above) to whom?”
“Do-you-understand-what-I’m-trying-to-say?”
If English is your native language and you’ve traveled to a foreign country where English isn’t primarily spoken you know the feelings – intimidated, disoriented, lost, wondering.
These too describe what it feels like if you aren’t clear in your marketing message. In essence, if the reader doesn’t understand you.
Master copywriter, Michael Masterson says, “Good writing is good thinking clearly expressed.”
Focus on one compelling idea. Write about it compellingly and people will be…you guessed it…compelled.
And that’s the point after all – that our readers get-it.
I am a dental hygienist and I NEVER ask if they floss, I always ask if they use anything else besides a toothbrush (In most cases they at least brush!).
Like you mentioned, since most people don’t floss, it’s a wasted question. I respond to what they DO use and steer the conversation to get more compliance.