clear dental marketing message
February 23, 2017 Content marketing, Dental blog, Dental blogging, Dental marketing strategies No Comments

Why Your Language Matters to Your Dental Marketing Message

This phrase is inevitable when effective communication is the topic. “It’s not what you say…

…but how you say it!”

True most of the time. But your dental marketing message could be more effective if you apply one half of that oft-repeated communication truth.

Try this: “It’s not what you say…or maybe it IS!”

“What” you say and “how” you say it matter. Though when you’re communicating with your patients or clients the language (the “what”) you use is vital.

The eyes have it

Marcia Yudkin got me to thinking on-topic via her recent weekly newsletter:

“When I advise consulting clients that they’re using jargon, they often pooh-pooh my point, arguing that potential customers all understand their terminology. What I’ve seen, though, is that when the average non-customer doesn’t understand your language, many in the potential customer pool do not, either.”

She illustrates her point…

“Explain what you do. Does the light go on in their eyes, or are they too baffled to even ask questions?”

It’s vital that your dental marketing message and the content and copy that delivers it “lights up the eyes” of your audience.

Language is the linchpin.

Use language effectively to create a compelling dental marketing message that leads to appointments scheduled or products and services sold.

Tell a “story”

Think of story as the narrative you use to illustrate the features and benefits of your services or products. It’s better to “show” (via compelling narrative) someone what to do than merely tell them.

Picture this (see what I did there)…you have a patient who has the beginning stages of periodontal disease. It’s tempting to use technical dental-speak to make your case:

“You have a lesion showing increased capillary permeability with a large number of neutrophils moving from the dilated gingival plexus into your junctional epithelium and underlying connective tissue…”

Technically overstated (and above my knowledge base), I agree. Plus, I realize you would never communicate it in such a way (at least I hope not).

Chair side, clinical communication is a “conversation” that leads to a treatment decision more than an exchange of unclear, confusing technical data.

Reboot the perio diagnosis this way, for example: “Your ‘pockets’ are full. Bacteria have taken up residence in the space between your gums and tooth surface and they’ve invited their ‘friends.’”

A bit pedestrian but easier to understand than the previous CE course language you’re accustomed to as a dental professional.

I’m not suggesting you use what I shared.

Do this instead…

Develop your own, conversational, and compelling language for every service, treatment, and procedure benefit.

Think benefits and the narrative (story) you can use that compels them to take action based on your diagnosis or recommendation. Make them the “main character” of their own story with the outcome being tied to the benefits of your service, treatment, etc.

Turn that narrative into content that can be consumed outside of your office or presence. Blog posts, social media content, newsletters, infographics, images with compelling captions (Instagram, Facebook posts, Snapchat).

Refresh your dental marketing message. Have a bias for being clear and conversational more than being technical.

Continue Reading
dental content that compels action
February 16, 2017 Content marketing, Dental blogging, Dental internet marketing, Dental marketing strategies, Dental promotion ideas No Comments

3 Strategies for Creating Dental Content That Prompts Action

The default approach when creating dental content could be having a negative impact on your desired response. Everyone does it, including you on occasion (or more often than you realize).

David Ogilvy nails the approach in his classic book, Ogilvy on Advertising:

“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product. When Aeschines spoke, they said, ‘How well he speaks.’ But when Demosthenes spoke, they said, ‘Let us march against Philip.’”

There’s more to creating compelling dental content than being “cute” or “creative.” It’s essential that you compel your reader, patient, or client to take action.

Sometimes that action is immediate: “I’m ready to schedule my next dental examination and teeth cleaning…”

At other times that action is a thought your reader has: “I like what I’m reading here. Think I’ll return for more…and schedule when I’m ready…”

Why do you take action?

It’s more than having a “want-to.” Action moves you in the direction of your emotion.

The same applies to your patients and/or clients.

I talk a lot on this blog about emotion. Again, this bears repeating:

“People buy things for emotional, not rational reasons.”

Here are a few approaches you can use to compel action via your dental content (without defaulting to creativity).

1-Create an image

I’m not talking about a photo or a stock image. It’s about compelling your reader emotionally by going for their jugular…I mean… their beliefs.

Your patients or clients function according to their core values. It’s their world-view, their desires, and their goals that propel them.

Tap into that with a more narrative approach. That is, give them an experience that tugs at their emotional core.

If you keep up with marketing dialogue these days you hear about “storytelling.”

Story “sells” not because it’s necessarily creative but because it creates an image of a preferable future or a problem solved.

The Wall Street Journal achieved $2 billion in subscriptions with a promotion that began as follows:

“On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, bother were personable and both – as young college graduates are – were filled with ambitious dreams for the future. 

Recently, these two men returned to college for their 25th reunion.”

Got an image “burned” in your mind now? That’s what I’m talking about!

Get the rest of The Wall Street Journal promotion story here.

2-Build suspense (instead of giving away the “plot”)

If you come out “swinging” you’re likely to tire too quickly before your content or copy can gain momentum. Or your reader will be “onto-you” and bolt with a simple click off the page or on the “trashcan” icon.

Music has a crescendo.

Think: Queen’s Bohemian Rhapsody.

Speeches build to a powerful close.

Think: Martin Luther King, Jr’s “I Have a Dream” speech.

3-Assemble a “tribe”

Who doesn’t like the feeling of belonging? We love to group around shared values, experiences, and the collective watering hole where our decisions are influenced.

It’s about influence really.

The more your expertise gains a reputation for delivering value the more your tribe will increase.

By “tribe” I’m referring to those who find your dental content to be informative, relevant, conversational, compelling, and benefit-focused.

Picture a campfire or a circle of beach chairs within steps of the surf. Imagine the feeling of warmth and engagement that’s felt by two, six, ten, 100, or more…!

Tribes create viral responses. And viral results are the essence of influence.

Bottom-line: your dental content success is about the action your reader is compelled to take. Stir them to action and they’ll stick with you for the long-haul.

Continue Reading
win with valuable dental content
February 9, 2017 Content marketing, Dental marketing strategies No Comments

How to Win Minds and Emotions Through Creating Valuable Dental Content

Tom Brady’s Super Bowl LI comeback win was epic. And then there’s the drama surrounding his game-day jersey.

Creating valuable dental content helps you win the minds and emotions of your patients or clients. It’s vital that you protect that hard-won relationship.

The New England Patriots claimed their fifth Lombardi Trophy in Super Bowl LI. Quarterback Tom Brady overcame a points deficit that appeared impossible.

The victory was quickly overshadowed by the disappearance of his #12 game-day jersey during the post-game celebration.

“So what,” you say.

Keep in mind that a jersey Brady wore in 2014 sold for $57,000. It’s been said that his Super Bowl LI jersey could fetch up to $500,000 or more.

Value attachment

Hopefully Brady’s jersey will turn up and some lame, sticky-fingered fan will get their hand slapped.

But why the uproar?

Something has value according to its attachment.

For example, what’s the primary reason people will search, find, and read your dental content?

  • Is it because you impress them with your use of technical language?
  • Is it because you inform them of your latest state-of-the-art equipment purchase?
  • Is it because you’ve created yet another can’t-be-missed-claim-it-while-its-available treatment offer?

Come on now, no one’s gonna sneak out of the “locker room” with any of those tucked under their arm. Where’s the value?

A core reason your patients, clients, and/or readers will search, find, and consume your content is…how valuable they perceive it to be in answering their question or solving their problem that led them to search in the first place.

How to Win the Minds and Emotions of Your Patients or Clients with Valuable Dental Content (Without Losing Your Shirt…er Jersey)

Ask

Start with the accurate assumption that people will share what they know, feel, like, and desire. The way you find out – ASK!

There’s a basic reason that marketing efforts fail. It has less to do with the specific strategy used.

It’s mostly the result of “talking” too much and not listening. The more you blast out promotion upon promotion hoping for a win the less likely you will (win).

Ask then listen.

Marketing can also fail due to inaccurate assumptions based on lack of information. And how do you obtain more accurate information?

You ask!

Ask probing questions. Get to the core of your reader’s mindset, problems, solution-desire, etc.

Ask intuitively. Listen to what your patients or clients are saying between-the-lines via conversations, phone inquiries, and reviews.

Ask directly. Think strategically about the questions you ask your patients or clients. Create questions (for available use) that deliver valuable information that you can build content around.

Remember that being asked for input gives one the feeling that you value their input. And when you follow-up with evidence that you listened (your content) their trust in you will deepen.

Answer

The most effective way to answer is NOT to sound like an “expert.”

Sound contrary?

It’s tempting to fall into technical industry-speak, corporate-speak, or “dental-ese.” You know, content that sounds like a CE course rather than the everyday, search language that your patients or clients use when seeking answers to their questions.

Reveal your expertise via conversational, compelling content that meets your reader where they live…not where you’ve been trained, schooled, or recently conferenced.

Be a resource.

Answer your patients or clients at an emotional rather than an intellectual level. They get that you’re the expert but that doesn’t mean you speak to them in terms only you and your industry colleagues understand.

Answer out of an abundance of understanding and empathy more than out of a wealth of knowledge. This will translate via content that’s conversationally written not technically challenging.

Answer your reader’s questions with compelling content that provides an immediate emotional benefit and an ultimate solution benefit. Your patients or clients will return to your “well of knowledge” when they feel that you understand them at a level deeper than their ability to pay you for your services.

That’s a value attachment you won’t mind someone walking away with.

Continue Reading
how to use your dental blog content
February 2, 2017 Content marketing, Dental blog, Dental blogging, Dental marketing strategies, Dental SEO, Social Media No Comments

Are You Wasting Your Dental Blog Content with a One-and-Done Approach?

What happens when you invest your time and dollars? It’s natural to desire to protect and extend the reach of your investment.

Creating dental content is like that. Get the most value from a single piece of dental blog content whether it’s general information that leads to a patient or client decision, SEO, a click to an internal page on your website, or the development of a relationship that includes all the above and more.

A blog post is a blog post is a… (or is it?)

I often hear a consistent theme from clients. In particular, from those for whom I create blog content on a weekly or bi-weekly basis.

“Why blog or…how do we get the most “mileage” from our blog content?”

Blog content isn’t an “end” in itself. Far from it.

It’s a good (and I believe essential) place to “dip your toe” into the dental content marketing waters. But you must see beyond the “build-it-and-they-will-come” mindset.

Believe me, the consistent creation of dental blog content will boost your brand. The blog page on your dental website can become a leverage point for your influence, expertise, SEO, and social media engagement.

Think leverage when you consider the impact of your dental practice or dental business blog. But think beyond it being a one-and-done content marketing strategy.

One of my blog clients gets what I’m saying here. I write an average of two posts a month for this large, two doctor, two location dental practice.

What they do post delivery has the potential to triple the impact of each blog post. Let’s unpack their simple approach and apply it your dental content marketing strategy.

How to maximize the impact of a single piece of dental blog content and leverage it into a profit producing resource.

Commit to consistently publishing blog content

This will require time and dollars. My recommendation is to outsource this to a skilled, qualified, experienced copywriter or content creator – preferably one who knows the dental industry culture.

Sound biased? I am (unapologetically).

The reason? Your time savings plus the writing perspective that’s less technical (industry-speak) and more conversational (how people skim, read, engage content).

Your content “bread-and-butter.”

  • Blog content answers basic questions.
  • Blog content provides practical solutions to problems.
  • Blog content is searchable and can potentially improve your page rankings.
  • Blog content is flexible

Let’s explore the idea of content flexibility.

Communicate with those who already trust you

There are numerous nuances to marketing. Two are common.

The most common is invasive or interruptive. Broadcast media, sales calls, direct mail, etc., fall into that category.

Another is permission based. Seth Godin rocked the marketing world a few years ago when he published his epic book, “Permission Marketing.”

People will grant you permission when they trust you as a source of valuable information. That’s putting it way more simply than Godin does but you hopefully get the point.

For example, your email list is a good, entry level example of this idea. Patients, clients, or interested individuals have given you “permission” to email them by trusting you with their email address.

Back to your blog content…

A single blog post is for public consumption. It has a url on your website, it can be searched and found based on the title or meta-data that’s keyword sensitive, and anyone can access it and share it at will – regardless of permission or trust.

Why stop there? Model what one of my client’s does.

First, publish the content on your website’s blog page.

Then…do one of two things…

Create an email with a compelling subject line and brief “teaser” lead with a clickable “Read more…” link embedded in the body of the email that directs the reader back to the original post on your website.

Or…

Create a separate email newsletter that includes the entire blog post (what my client does).

Send it to your list.

And there’s one more…

Connect with your “tribe” on social media

Others (your “tribe”) choose to follow in addition to the above or solely via your social media channel(s). For example, your dental practice or dental business Facebook Page.

Here’s the content marketing strategy flow my client follows:

Blog post to email to…social media (Facebook Page)

I write the post and create three Facebook posts that link back to that specific post and/or another post that is linked within the blog post.

They get traffic to the original post plus traffic to another post or service page on their website. And don’t underestimate the value of posting useful, relevant, solution-focused content on your social media channel(s).

The value of the social media connection is the ongoing ability to engage via comments, answer more questions, monitor feedback, etc.

And get this…every inquiry, question, feedback comment is a “seed” for future content.

Why?

It promotes social “listening” into what their questions, problems, or concerns are. Bingo!

Now you’re back at step one – blog content!

And you thought a blog post is a blog post is a blog post…!

It’s way more. But you gotta maximize your investment.

Continue Reading
dental content that produces results
January 26, 2017 Content marketing, Dental blog, Dental blogging, Dental Copywriting, Dental marketing strategies No Comments

The “Lingering Effect” and How It Turns “Lookers” Into “Buyers” Using Your Dental Content

I’m not a real estate expert. I own a house and know a few real estate agents, that’s as close as I get.

I’ve observed something about the real estate process lately. And it has some value to the process of creating dental marketing copy and content.

The house across the street from ours is on the market. The “FOR SALE” sign went up a few days after the last occupants moved out and the flow of lookers has been steady.

There are the “Slow Drive-by’s”. They’re the ones checking the area, the property appearance, and other points of interest on their house-hunting list.

There are the “Ubers” as I call them (those who arrive chauffeured by a Realtor). These folks have taken their house hunt a step further by making this one of several stops on the “let-me-show-you-some-options-in-your-price-range” tour.

And then there are the “Lingerers” – those who arrive with a Realtor and linger on site. These individuals form an emotional attachment to the property, they begin to picture their evenings on the patio, meals being prepared in the kitchen, dinners around the dining table, what their furniture will look like throughout, etc.

The difference between the “Slow Drive-by’s”, the “Ubers,” and the “Lingerers” – an emotional connection.

The effectiveness of your dental content marketing strategy depends on your ability to (over time) create the “lingering effect.”

How to Increase the Time Your Audience Invests Consuming Your Dental Content

1-Create something worth “checking out”

The “slow drive-by’s” simply checking out property might not ultimately buy. But they’re willing to invest their time and fuel to see what’s available.

Your dental marketing copy and content ultimately has one goal. It’s availability is to build a relationship.

The operative word is “build.”

Your patients and clients are accustomed to consuming massive amounts of content. Sure, not all of it (or probably not much at all) has anything to do with dentistry.

The only way you’ll be worth a “drive-by” is if you answer their questions or provide solutions to their problems.

Make sure your dental copy and content is valuable as a problem-solution/question-answer resource.

2-Create a sense of partnership

Realtors no doubt prefer to “chauffeur” their clients on their house hunting tour. Why?

They can “control” the relationship. They drive, they provide the list, and they can then provide the necessary information throughout the buyer-journey.

Become a “chauffeur” of sorts through your dental copy and content. You KNOW what your patients and clients do not KNOW.

You must also know the unique connection of  your services to their individual emotional and physical desires. This requires listening and leveraging what you hear into content that meets them where they are.

“Drive” them step by step to a decision. Not all at once though…

Remember effective content marketing is a journey toward a deeper relationship that ultimately results in them investing in your services or expertise.

A blog post, podcast, social media content, email, or direct mail create a relational thread that eventually compels trusted buy-in.

3-Create a lingering connection

Realtors must love those who linger on a property. This tells them that an emotional connection is being made.

The longer your readers stay on your website, follow the links within your blog posts, follow your social media channels, and click the links on your emails the greater opportunity you have to create a lingering connection with them.

Keep them in-the-house as often as possible and as long as possible.

Content that delivers value causes your reader to begin including you in their “story.”

In real estate a “SOLD” sign says the process worked. Your dental content marketing is a process too.

“SOLD” is the result of moving “drive-by’s” to “partners” to “lingerers” and ultimately “buyers.”

Continue Reading
dental marketing that cuts through the noise
January 12, 2017 Content marketing, Dental Copywriting, Digital marketing No Comments

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.

Features are easy.

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!

Continue Reading