I know why you procrastinate when it comes to creating your dental marketing content. No arrogance intended but it might have something to do with a key element of all content creation.
It’s easy to believe that writing is a burden or something that requires some sort of magical gift (I’m particularly fond of this idea).
There’s nothing really “magical” about the craft. Sure, skill is involved. Yet that skill favors something all writers and content creators know.
And I share it for the benefit of your dental content marketing.
”Effective writing comes from a very specific kind of homework. From empathetic listening. From spending time with the kinds of folks who make up our audience, and striving to see the world through their eyes.” 1
So, how do you become all-ears to your audience?
What habits help you get-all-up-into why they would choose your services and/or products?
They’ve got-a-problem
Actually your patients or clients have a number of problems. Content and copy can effectively point them in the direction of solutions.
It’s easy to forget that you also have problems. Being all-business…all-day can plug your ears to what your audience is dealing with.
To them it’s often very emotional!
Feel their “pain.”
Wrestle their issues alongside them.
Bear the “weight” of their current problem(s).
Next…
Open the “map”
Well…before you open the map it makes sense to create one. Mapping is the idea that to solve audience problems you must have a clear scope on what they’re “seeing, thinking, doing, and feeling.” 2
- What words do they use to describe their current situation, problem, or perspective?
- How do they describe their current, past, or future experience with what you have to offer?
Your copy and content will resonate with your audience when you immerse yourself in their challenges.
Put your ear-to-the-wall
Yes, you can listen-in without appearing a “creeper.” In fact the more you lurk around where your patients or clients “talk” the sharper your perspective becomes.
And the better your dental content and copy will be!
As it relates to “social listening” – it’s not about a particular platform. Some “talk” on Facebook, others on Twitter, some on Instagram, others on LinkedIn.
- Avoid platform-paralysis. Meaning, don’t just favor one over other.
- Let your audience tell you where to “cup” your ear. Listen where they are regardless of platform preference.
- Mine online reviews – even the negative ones. Talk isn’t cheap and opinions matter when it gives you valuable insight.
”Your job is to shut up and listen. Stay open to all of the ways that folks are talking about meaningful problems – including the ways that challenge your preconceptions.” 3
Listen for audience problems. But also listen to the language they use when sharing what’s on their mind.
Buy them a “drink”
What’s in the glass or cup isn’t the issue. The casual-comfortability is!
Picture them sitting across a table or next to you on a barstool. Copy and content that resonates feels and sounds more like a casual chat than a technical, jargon-filled, irrelevant discourse.
When the conversation digresses so does your opportunity to compel them to take action.
Your solutions to their problems will be lost on your inability to converse conversationally via your content. And this is often the problem of much content!
Effective dental marketing content is a one-to-one conversation.
The extent to which you understand this and do your related “homework” is the extent to which you’ll make a connection…and compel a response.
