April 2011
Why Word Choice Could Make-or-Break Your Dental Marketing Content
A discussion in a meeting I once had reminded me of the value of guarding your words.
For example…
Make an unsubstantiated claim in an online marketing piece and a sensitive spam-filter may flag your content with a warning.
Relationally speaking – fire off an email or text message to a colleague, friend, or co-worker and you put a relationship in jeopardy (I can vouch for this…stick with me).
Words matter. They can heal, help, compel, sell, promote, and persuade.
Words also wound. They can cut, berate, hurt, and castigate.
Not too many years ago I made a costly mistake with words. I let my frustration and anger get the best of me. Through an eloquently worded, yet sharp-edged e-mail, I took a colleague to task. Following a cursory edit, I hit *Enter* and the rest is history – and not the kind of history that bears repeating.
I admitted in the aforementioned meeting that I would handle the circumstance differently, given the opportunity. I’d pick up the phone instead of applying my writing skill.
There are times when spoken words – where emotion and body language can be observed – gain you more mileage than written words. Even though I’m a professional word-smith, I must occasionally rely on verbalizing my message – especially when a relational misunderstanding is in the balance.
No doubt – words are powerful and they matter. But words must be used effectively and contextually if we want positive outcomes.
My experience prompts the value of weighing…choosing…crafting our words – especially written ones.
Consider three factors in your dental marketing content and written communications:
*Weigh your intentions*
[The simplicity factor] Whether it’s an e-mail or a memo, a tweet, Facebook or blog post, a marketing brochure or a case study, a web page or a press release – weigh the intentionality of your words. Ask yourself – what *promise* am I making that – if my words flow effectively from it – will deliver something of benefit to the reader? Emphasis on benefit(s)!
*Choose your tone/language*
[The emotion-factor] is revealed by the tone you establish early in the communication. Circumstances, as do products and services, require a point-of-view (POV). Choose a tone that fits. The image or picture you want your reader to have throughout is the result of choosing a tone or language. Some products/services require an intellectual tone…others are best pictured with a more gregarious tone. Whichever you choose be certain your tone is *conversational* (i.e. write like you talk).
*Craft your desired outcome*
[The persuasion-factor] clarifies your intentions and tone. What you’re communicating is going somewhere. Where? That’s your persuasive duty. Persuading someone to listen and understand your POV and ultimately follow your words is the essence of the craft of writing. Those who craft compelling messages achieve desirable outcomes. You will have persuaded them to act positively, negatively, or…neutrally.
Combine each [factor] in your dental marketing content and you will communicate more thoughtfully. And thoughtful communication doesn’t provoke…it more likely will persuade.
The Stop-Look-Listen Principle of Effective Copywriting
What takes place between-the-lines (so to speak) of a page’s copy increases the power of your marketing conversation(s). Stories could be told…and that’s precisely the point.
The story approach is a key to leading your prospects to picture themselves actually benefiting from your product or service.
Story-based copywriting does for the reader – in the moment – what buying…using…and benefiting from the product or service will do – once purchased. In a way, it’s a what-you-see-is-what-you-get kind of experience. Only at this point it’s putting what you see…in writing!
I wrote a sales letter for a supplement company. The word image I created told the story of a confident, male prospect who – for too long – put off getting healthy.
For example I could start a story-line this way…
“I think you’ll agree – looking in the mirror, at times, feels awkward…like the first glance at a blind-date. Mirrors don’t lie. And this time the truth doesn’t hurt. There’s only speechless admiration…”
Wonder where those few lines of copy are leading? The words – “looking in the mirror”, “awkward”, “blind-date”, “speechless admiration” – tell a story. Like a movie script they set-up the plot and hook you. They remind you of similar feelings and experiences.
Perhaps there are other and better story-lines to follow. But you must wade-in somewhere and get your feet wet before you can start making waves in your prospect’s mind…in route to their hearts.
Remember – people buy for emotional, not rational reasons.
Image-rich, colorful words tell the story your product or service is prepared to deliver. On occasion, use, and follow captivating story-lines when creating your promotions.
Try this: Stop…Look…Listen…
>>STOP…the camera within your personal experiences. You know how it feels to be on the receiving end of marketing. What turns you on? Off? More so, how did the wording lead you to buy or use the product or service? Write collectively…from the emotional and mental images of your experiences.
>>LOOK…at the “shoes” your clients and prospects are wearing and (as the saying goes)… put yourself in them [their shoes]. Then…write about that journey from your prospect’s or client’s perspective. If your product or service solves a particular problem, it helps to understand what the problem feels like. (This is where gold-nugget research pays!)
>>LISTEN…to life. Dial into the good and bad your clients (and you) are experiencing. Listen for – fears…wishes…deep desires…joys…beliefs…feelings…etc. Effectively worded copy has an *ear*-for-the-details. And remember this about products/services: features talk…benefits listen.
Every life tells a story. So does copywriting that connects…between the lines.
3 Ways to Stimulate Response with Your Dental Marketing Copy
I’m a visual person. I tend to think in pictures and images. When I set goals I see the process, the path, the end-result of achieving it. And I move forward in that direction (at least that’s the plan).
Visualization stimulates energy. Imagination taps into emotions. Images ignite thoughts and compel actions toward creating preferable futures – all things considered!
When searching products on-line, for example, I usually click the “see larger image” button on the site. Give me the 360-degree view.
At the movies the preview trailers for upcoming flicks keep me in my seat. I’ll forgo the concession line to make sure I don’t miss one Preview of Coming Attractions. There’s promotional power in watching action-packed, laugh inducing snippets from soon-to-be-released films (occasionally the trailer is better than the movie itself…but that’s another discussion).
Show someone using your dental product or dental service in an embedded site video (e.g. YouTube) and you’ll increase the odds they’ll be hooked. That’s the power of strategically utilized imagery.
Imagination motivates. It prepares you for action. Visualization energizes your receptivity to new ideas and the means to achieve your goals.
What you see is what you get. This says something about your approach to life just as it does the features of your product(s) or service(s).
Let’s talk about that for a moment.
What images…visualizations are you creating for your marketing approaches? Are your clients seeing what you’re promoting before they get it?
Crafting visually stimulating marketing words (copy) for your dental business promotions is essential if you want to captivate the imagination of your target market. Make them see themselves using and benefiting from your product or service.
Here’s how to stimulate your dental industry prospects’ and clients’ responsive imagination.
>Paint-by-numbers<
Frankly, this approach has stroked the artistic in most at one time or another. Effective copywriting involves numbers, i.e. facts, statistics, and relevant data. Provide proof that your business, product, or service delivers by coloring your copy with testimonial and/or expert information.
>Get real<
People (dental industry clients) have real problems. And you are in business to solve your applicable share of those problems. Help them picture the benefits your product or service delivers. Connect it to real life. This means you must know your prospect. Lead them with words to visualize the future – the future only your product/service can enable them to experience. Remember you’re promoting benefits – real…hands-on benefits.
>Show some emotion<
Again, knowing your dental industry prospect involves knowing what reaches, touches, and compels them. My business tagline states, among other things, that I write compelling copy. If writing doesn’t compel…you won’t sell (pardon the rhyme…although it is catchy).
Prospects and repeat clients require you to tap into their emotions. Write in a way that visualizes fear…greed…insecurity…happiness…pride…guilt…confidence…etc (all among common copywriting emotions).
Remember, *people buy for emotional, not rational reasons*.
Visualization stimulates the imagination. Give people an image that compels them to do business with you.
How to Keep Your Dental Marketing Relevant
Throughout my life I’ve had an insatiable appetite for relevance. The thought of saying, writing, or doing something irrelevant keeps me sharp. In my opinion, it’s a waste of words when the message or content being delivered doesn’t connect on a practical level.
Talking heads…impractical drivel – what’s the use? Before my soapbox caves underfoot (or I risk irrelevance) I’ll cut-to-the-chase.
The words within your marketing conversations can have the same numbing effect if you miss an important…no, vital perspective. This essential communication element is among the first consideration.
Writing, speaking, or performing any act of communication without this and you might as well be talking to yourself.
I’m talking about your audience…your target market…or more specifically your prospect. Who are they? What causes them to buy or use your products/services? Why will they remain a customer or client? How do you communicate relevantly to achieve lifetime value with them?
Face-to-face, the audience is right there…in the flesh. You see them, observe their non-verbal, interact, ask and answer questions on the spot – there’s touch-ability. Writing happens without the benefit of face-time.
How do words on the page or screen maintain their touch?
As important as knowing your business, service, or product story is knowing your audience’s story.
>>What makes them tick?
>>How is the current economic climate impacting them…and their spending habits?
>>When was the last time they purchased/used a competitor’s product/service? Would they again? Why or why not?
These are just a few surface-scratching questions.
There’s more…
Age, gender, income, desires, dreams, spending habits, lifestyle factors, etc. – all blend into the audience-mix and more specifically – that of an individual client.
Here’s how to understand and…then connect with your audience…
1) Get informed
Who’s your audience? Become a verbal sketch-artist.
>>Write out a brief 1-2 paragraph description of your market…a client. Describe them in the present tense as you observe them inquiring about your product(s) or service(s), buying or using them.
>>Research what they’ve written about themselves and/or their business on their website, press releases, articles, etc. Gather information.
2) Get intellectual
What’s your audience thinking (currently)? The words used to reach them when the economy is good are different than those used when the pocket-book is tight.
If they’re concerned about rising costs…making-ends-meet…too much month left at the end of their money – certain words are relevant (or irrelevant) to them. Chances are if you’re thinking it…so are they! Make a connection inside your head and theirs.
3) Get emotional
What’s your audience feeling? It might involve some probing around to get beneath the surface.
>>Remember, people buy for emotional, not rational reasons<<
Digging a bit deeper you’ll uncover what ignites them…what keeps them running back for more. The goal is communicating in a way that considers these increasingly intimate details – as I’ve said before – without hype.
Write for the heart…not the head!
Apply these and your audience might give you a standing ovation or better still, show up again and again. They will if you keep it real…and relevant.