Content marketing
Are You Listening? And Why It Matters to Your Dental Copy and Content
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.
How to Fearlessly Handle Problems Using Your Dental Content
The antidote to a problem is a useful solution. Might seem obvious but how you use dental content to solve problems is a key to earning trust.
You’re kidding yourself if you ignore consumer’s top worries as relates to your products or services. It’s the dilemma every business faces…dental practices and dental industry businesses too.
If anything CAN go wrong…
But why not focus on what’s right?
It’s common that weaknesses are feared more than strengths. Negative is more popular than positive. Wrong is more controversial than right.
For example, it’s why promoting dental implants as a tooth replacement over a partial denture will occasionally prompt a list of negatives.
In this instance, online searches typically lean toward “negative reviews for dental implants.”
The public wants to know what “…can go wrong…” This reality holds given perceived investment value.
This drift to the “negative” can apply to one dental supplier relationship over another, to a particular technology, to traditional braces or Invisalign®. It’s what the public is wired to do.
”Hug” the “elephant-in-the-room”
Problems are a gold-mine of opportunity for creating dental content. The less afraid of them you are, the better your content will be received (and discovered).
Remember, what the dental-seeking-public searches for online relative to your services or products. They often search for “…problems with ?”
Fearlessly standing next to the “elephant-in-the-room” will instill trust in your expertise.
Sure, it’s more popular to highlight the features and be careful not to open pandora’s box of doubt regarding what “can go wrong.”
But when you’re unafraid to boldly list and then answer negative issues…you gain credibility through your dental marketing content.
How a problem-bias leverages your dental content as the solution
Invite problem-solution conversations
Build a natural assumption into your dental marketing narratives. In essence, avoid being “offended” that a patient or client might find something wrong.
Instead, welcome the conversation that their questions and problem-perceptions create. These dialogues can lead to a variety of beneficial outcomes.
- Problem-based questions lead to solution-based answers. Share content about how your particular product/service solves their issue or alleviates their concern.
- Problem-based questions put you in expert-mode. Leverage every opportunity to confirm your ability to understand your audience and educate them via your content.
Be aware of how your patients or clients think
Dental marketing can easily numb your audience. The amount of well-intentioned direct mail flyers and online ads becomes “white-noise” especially if it’s perceived you’re not listening.
- Confirm you’re all-ears by answering their questions and concerns with honesty. Inform more than sell.
- Compel their trust by being unafraid to talk about your competitors. Be transparent.
Theme your dental content as a go-to solution source
It bears repeating. A problem-solution, ask-and-answer content strategy gives you an advantage.
Today’s consumers are search oriented. They ask Siri, Alexa, and Google what they want to know.
You’ll be among the, “Here’s-what-I’ve-found-on-the-web-about…” answers if your content is themed around answering relevant questions and solving common problems.
- Listen to your audience’s questions, comments, and reviews. Read between the lines to get to the root of how your product/service can meet their need.
- Leverage your content into their space. Use a variety of content delivery channels – blog/article page, social media, email.
Content gives you confidence. Use it to highlight the positive and clarify the occasionally negative.
The Real Value of Dental Content (And Why It Matters That You Be Willing to Pay For It)
The ability to cut-to-the-chase. However you picture that phrase – apply that thought to how you create and share your dental copy and content and you’ll compel more readers.
Before I get into the nitty-gritty…I must say that economy of words (as in less words to make your point) should not be equated with lower fees.
The “Get-What-You-Pay-For” dilemma
Inquiries about copywriting or content services (aka what I do) often mistake less writing with lower fees. For example, its common for a potential client to be under the notion that because a direct mail postcard is small and has less copy that it shouldn’t cost as much.
I’ll let you in on something….
Creating your message with less words is much more strategic and requires more copywriting skill than throwing a lot of cute, creative jargon on a 4 x 6 piece of colorful card stock!
Here’s why. It’s the equivalent of someone going down a long rabbit trail of explanation to give you what could be a few simple (but compelling) words. Or someone who gives you way more backstory than necessary to give you the gist of their experience.
Copywriters and content creators are a dime-a-dozen who can throw words on a screen (page) and bill you for pennies on the dollar. No offense to those clawing their way to earn a living.
But…a core skill is required to step away from the crowded room of freelancers eager to do your copy/content bidding!
K.I.S.S
Not the 70’s rock band (though I loved those guys).
K-eep I-t S-imple S-tup… (I mean) S-illy!
You gotta K.I.S.S. your copy and content. And knowing how to do that strategically with every piece of it you create is a pro-level skill!
I’m biased because I’ve invested years in the use of words to create compelling copy and content. More specifically, within the dental industry.
Sure, I’ve written hundreds of pages for other niches too but here is where I focus a large percentage of my time.
Dentists and dental industry pros don’t make it easier, either.
How so?
As I’ve shared before, industry jargon and CE course-like copy and content seem to be the preferred choice of some.
I have good news though!
That’s changing.
Here’s how…
I get more requests for conversational copy/content these days.
Why?
Because more content seekers are beginning to understand that content that sounds like a conversation between two individuals compels better than numbing, stodgy, institutional, salesy language.
The VOICE
Again, not a pop-culture reference (as in the TV show). “Voice is about relationship, benefits, and response.
Master copywriter and direct-response professional, Paul Hollingshead explains it this way:
”Imagine the person you’re writing to. Picture him or her as a friend. Believe that the product you’re selling will improve your friend’s life. Figure out what it would take to convince you to buy the product.” fn
The essence of his perspective has to do with a one-on-one, conversational tone. It’s creating copy and content that sounds like a dialogue between two friends not an interchange with a commission-driven salesperson.
Big difference!
Three practical steps to improving the value of your dental content and copy
1-Write to one person
Before your begin writing, “picture” a person.
- Who are they?
- Why would they be interested in your services?
- What would compel them to make an informed decision about your services?
- What are their questions about your services?
- How do they prefer to receive the information you provide about your services?
Words are not the only important part of your website, promotion, mailing, blog post, article, newsletter, email, etc.
The “person” who engages with your content is too!
2-Connect with benefits
All “selling” begins with benefits. If that’s true (and it is) why drown your audience in features?
Always talking about your latest, greatest, best, state-of-the-art-est (follow?) this or that misses the reason someone would ultimately use your services.
Benefit focused content and copy delivers value because it resonates with a person’s emotions. They get the sense that a particular service or product will improve…or potentially…change their life!
- Inventory every service you have for the hidden or front-and-center benefit it delivers
- List every benefit you can think of for your services beyond the tagline level (e.g Instead of “whiter teeth and fresh breath…” think job interview or date-night confidence…)
- Include benefits as the plot-line throughout each piece of content you create
3-Compel action
What good is a one-person focused, benefit-rich piece of content or copy if it doesn’t compel a specific response. Fearlessly ask the person you’re communicating with to take action.
Once again, this is where your grasp of specific benefits counts. More so, how they directly apply to the person.
To create action in your copy/content:
- Refer to your list of benefits
- Recall the emotion(s) your audience is feeling related to your service(s)
- Refine the “close” of your copy/content with a specific call-to-action
Instead of a mere “Call us…or Contact us…” add:
“Contact us now to (add specific benefit phrase)…”
Be response-able with your copy and content. Keep in mind that it’s okay to tell your audience what to do. In fact, they sort of expect it.
And remember…
Your services will be valued even more when you place a higher value on the creation of copy and content that’s required to reach them.
Why Your Dental Content Will Be “Loved” (or Maybe Not)
“I could never love you, because you’ll never love anyone but yourself.”
Ouch! That line from the classic film, Groundhog Day reveals an essential principle that explains why people will read and take-action on your dental content (or not).
Bill Murray’s character, Phil, is attempting to woo (to put it mildly) Rita (Andie MacDowell). But his daily do-over is falling short as does his go-for-broke attempt at declaring his love.
The missing element of most dental content
Attraction is tough. Thus, why many of my client conversations involve a discussion about tried-and-sometimes-failed marketing strategies.
- Direct mail that reads like a warmed-over sales pitch
- Email content that sells and promotes more than it informs or engages
- Website copy that’s more appropriate for a CE course
- Facebook ads that highlight in-house features more than solution-oriented benefits
Desperation can lead to desperate attempts to land the “sale.” It’s equivalent to Phil’s failed attempt at love or proposing marriage on the first date.
You know better…right? Yet, you still invest in what appears to be tried-and-true marketing efforts only to find yourself alone at the end of the bar…or err…business day!
What you need is “seduction!”
Wait…what?
Seduction pure and simple!
To clarify, seduction isn’t about manipulation. As concerns your dental content it’s about…
Knowing who you’re writing to and communicating to their needs.
No manipulation necessary. Instead it’s more of what Brian Clark refers to as a “courtship.”
”I’ve described content marketing as a story you tell over time. If that story places the prospect at the center of the story and delivers the right information at the right time, you have a courtship.” 1
The words “over time” are at the core of how best to use content to market your dental services. Keep in mind that it’s a journey…a courtship (not declaring your “love” on the first date).
Keep them informed (reading) and they’re more likely to take the next step (accept your “proposal”)
Empower their search for solutions
The abundance of information is overwhelming. It’s also “noisy.”
You’ll rise above the “noise” and “clutter” when you become the solution to your dental patients/clients.
- Show them how your services or products benefit their circumstance
- Listen to their questions, comments, and yes…even their negative reviews (improve rather than try to disprove)
- Leverage what you hear/discover into next-step content (e.g. Patient: “I’m embarrassed by my yellow teeth…nervous about an upcoming event…” Your Content: “How Teeth Whitening Can Give You the Confidence to Own-the-Room…” you get the picture)
Write for scanners rather than scourers
Most who consume digital (online) content scan. That’s why it’s vital that you create easily scannable content.
- Compelling, benefit-oriented headlines and sub-heads throughout
- Benefit-rich bullet points that summarize
- Actionable wording instead of industry-speak “fluff”
Writing because you like to hear the sound of your own voice is like having a conversation with yourself.
Worse…no one’s listening (reading).
Remember, if the narrative isn’t about them there’s basically only one other it could be about…hmmm…
Our not-so-loved-Phil would tell you that’s a scenario that’s best not repeated!
- https://www.copyblogger.com/seductive-content/ ↩
4 Ways to Create and Share Dental Content That’s Fresh (and Unpredictable)
We purchase our fruits, vegetables, and other healthy-choices from a particular, popular grocer. The same “tastes” apply, in principle, to a best-practice for how you create and share your dental content.
Here’s the point…
“Freshness” is this national grocery chain’s core value. Walk among the produce selections, browse their extensive bulk-foods department, or shop their meat department and you’ll encounter their focus on “fresh.”
My wife and I like that. And the same concept applies to the content your patients and/or clients consume.
Who likes stale, predictability?
There’s a misguided notion (among some) that dental website content, specifically, should be all-inclusive. For example, it’s thinking that your Services pages on your website should thoroughly explain each procedure down to the detail.
Its as if some clinicians and dental professionals fear their intellectual or academic integrity is at risk if a site visitor can’t leave the webpage without CE credits.
Get a whiff of staleness…yet?
Site visitors are looking for something you might not be providing
I must admit that though I write tons of dental content – web copy, blog posts, direct mail copy, email copy, newsletter copy, etc, the general public isn’t feverishly awaiting what you’ll publish next. Frankly, it’s probably not even on their “radar” unless they’re searching for an answer or solution to what your content provides.
That being the case, why would you want to dull-down your content with same-ole-same-ole dental speak?
Face it…dental content might not be the “sexiest” but it CAN be something other than stale and predictable.
Create and share dental content that resonates and doesn’t bore!
People love a good story! And the way an effective story works is by “hooking” the reader in an uncharacteristic or unpredictable way.
Sure, most storylines follow the same general path. It all begins with a premise.
”The premise is the embodiment of a concept that weaves itself from headline to conclusion, tying everything together into a compelling, cohesive, and persuasive narrative with one simple and inevitable conclusion – your desired action.”
This is what you’re doing along the patient-to-appointment or client-to-buyer journey. Your premise will succeed when you create content for a specific person who brings a particular set of questions, problems, or assumptions to your services.
How to create “fresh” (never stale) dental content
The following four elements are a vital part of your dental content marketing strategy.
1-Take the “road-less-traveled”
Be unpredictable. You’ll gain more lasting, viral attention if you avoid predictability.
Attention gets lost on your reader when they know where you’re going. Keep them curious and your content will be irresistible.
The key to unpredictability?
Know WHO you’re talking to. And be unafraid to talk to them at a more intimate (emotional) level than is typical of marketing conversations.
Your competitors will succeed or fail at this level. Most are looking for the quick-hit, force-them-into-and-out-of-the-funnel approach.
You’ll begin to stand out when you step away from the crowd.
”Taking an approach that differs from the crowd can help you stand out, and that’s why unpredictability is crucial…” 1
Keep it fresh and your perceived value will rise.
2-Champion simplicity
Clarity rules. Your ability to distill complex subjects into readable, compelling content is essential.
This doesn’t mean you “dumb-it-down” (contrary to what some dental professionals feel more conversational copy will do). Remember you’re purpose with dental content is to answer questions, provide solutions, and compel a response…not impress with knowledge.
Relax! Your patients/clients “get” that you’re a skilled, educated professional.
Guide. Deliver substance without complicating it.
3-Keep it real
This is the human-touch your reader experiences with your content. Remember you’re speaking to a person…another human being.
Be yourself!
People are accustomed to the new realities of a social media world. Content that’s crisp and reads like you’re in a conversation is perceived as authentic.
”Your messages must communicate meaningful benefits that are also tangible.” 2
The use and communication of tangible benefits connects with your reader at an emotional level. Emotional connections keep you grounded in reality instead of talking over-the-heads of your patients and clients.
4-Stay credible
Believability is closely associated with credibility. Your content must be believable.
This is where innovative or overly creative content can miss the mark. Proof is required even more when your ideas or offers are innovative.
Avoid hype. Your content loses valuable and necessary credibility when you over-hype your idea.
Again, remember to keep it real. Your authenticity will guide the voice and tone of your content.
Do this and you’ll maintain a consistent level of trust and credibility. That translates to your readers engaging with and sharing your content…plus being more compelled to take action as a result.
A content refresh will help you eliminate predictability. Fresh is the way to go these days. Your audience will “eat-it-up.”
3 Simple and Strategic Steps That Improve Your Dental Content Marketing
“A carpenter or a wheelwright can give another his compass or T-square, but he cannot make another skillful.” Mengzi
Words are neutral. What’s not (neutral) is their use when it comes to your dental content marketing strategy.
The word “strategy” implies that there’s a necessary element for connecting with your patients or clients.
Brian Clark shares this simple definition of strategy:
”A plan of action designed to achieve a major or overall aim.”
No doubt, you’d agree that a strategy is vital to your dental marketing success.
But here’s a question…
Is everyone a content strategist?
The short answer to question is – “No!” According to Mengzi (quoted above) not everyone who holds the “compass” or “T-square” (for example) of content creation is a strategist.
- Strategy takes time.
- Strategy involves listening.
- Strategy solves problems.
- Strategy answers questions.
- Strategy compels a response.
Each indicates a planned and documented approach. Content Marketing Institute (CMI) research confirms the results of documenting your strategy:
”You’ll be far more likely to consider yourself effective at content marketing.
You’ll feel significantly less challenged by every aspect of content marketing.
You’ll generally consider yourself more effective in your use of all content marketing tactics and social media channels.
You’ll be able to justify spending a higher percentage of your marketing budget on content marketing.”
Still, you might not consider yourself a “strategist” and that’s okay.
Help’s available…because face it…you’re busy enough as it is – seeing patients, nurturing client leads, managing a practice or an organization, etc.
Simple Steps to a More Strategic Approach for Using Content in Your Dental Marketing
- Take “Time” to Get Acquainted
“Scheduling” or “selling” requires knowing who you’re attempting to connect with. We’ve talked about buyer personas before and for good reason.
According to Brian Clark,
“Your first step is to do the research that allows you to create a fictional, generalized representation of your ideal customer (patient).”
Put their problems, questions, and motivations first. It’s time well-invested getting to know WHO you’re trying to reach.
- Invest Your Energy in “Listening”
Once you know “who” you’re talking to the “what” will naturally follow. The content you share is shaped by how well you intentioned you are to listen.
- What’s concerning them?
- What’s causing them “pain” or problems?
- What’s it like to walk-in-their-shoes?
A big part of the “what” also involves influential touchpoints. 1
- Compel a Response by Solving Problems and Answering Questions
Creativity for creativity’s sake misses a ton of opportunity. It’s easy to relegate marketing to some catchy, cool-sounding slogan…but you will often fail to achieve the goal – compelling a response.
”The “what” tells you how to craft an overall narrative with a through line that ties directly into the prospect’s (patient’s/client’s) motivation for change.
“Instead of guessing blindly, you’ll deliver the perfect analogies, anecdotes, and metaphors that make your ideal prospect view you as the only reasonable choice. 2
That’s a “choice” you can bank on…right!? And it comes as the result of you choosing them first. This naturally leads to a much more authentic dental content marketing strategy.
- https://www.copyblogger.com/content-marketing-strategy/ ↩
- https://www.copyblogger.com/content-marketing-strategy/ ↩
Use a Word-of-Mouth Marketing Mindset to Give Your Dental Content an Advantage
A recent conversation with a dental professional gave me a key insight. Here it is…
There’s a big disconnect about the wording of effective dental content.
Our back-and-forth discussion via email prompted my thinking about the clinical vs. conversational tone of dental copy in general. His respectable clinical expertise was somewhat toe-to-toe with my copy and content writing expertise.
I believe there’s a win-win to be achieved. But…the ultimate “win” is for those who consume the practice’s content…or at least it should be.
It’s not about you!
Your top challenge as a dental professional (specifically with your marketing copy and content) is taking the focus off YOU! It’s easy to throw down words touting your latest…greatest…state-of-the-art…cutting edge (shall I continue) innovation or procedure. Add to that the often used technical verbiage that’s more appropriate for clinical journals and colleague conversations.
For this discussion let’s say that dental marketing copy and content has two sole purposes:
- To inform and educate. This is perhaps where my recent conversation ran off the rails. It’s a mistaken notion that informative must equate to industry jargon.
Which leads to the second purpose…
- To compel a specific action – schedule, call, contact, click, reply, etc… This assumes that the dental-services-seeking public are interested in what eliminates their pain, improves their appearance and health, or both.
Dental content is about the reader (patient). It’s their “story” that matters.
So, who are you talking to?
This question must guide every piece of content you publish. It’s where I begin when I’m writing copy and content of any scope.
It’s essential that you create a copy/content “environment” where the reader is the focus. It’s THEIR problem that requires a solution or THEIR question that needs answering.
The result of your sensitivity to them and their problems and questions is where you make connections. And when your copy/content is the vehicle that delivers you could earn a patient or client for life.
Who’s talking?
Apparently tons of people are willing to talk about businesses that make an impression on them. Forester Research confirms that approximately 500 billion word-of-mouth impressions are created daily via social media.
Social interaction is making a difference on the economy. The big question: is it positively impacting yours?
Get this…McKinsey and Company, a management consulting firm, reveal that an estimated two-thirds of the US economy is fueled by word-of-mouth. fn
Let that sink in…
- 500 billion conversational impressions
- Two thirds of the US economy influenced by conversations
The “talk-is-cheap” mantra might best be repackaged as talk-has-extreme-value! Today’s “water-cooler” gatherings are vastly different than a decade ago…and enhancing those connections is helped by the tone of your copy and content.
How a conversational mindset can have a longterm…viral impact on your patient or client relationships
- “Talk” (write) about what matters…to your reader. It’s essential that you listen and then leverage what you hear into solution oriented content. Make sure your expertise (and the language you use about it) isn’t the focus as much as how it solves their problems and/or answers their burning question(s) of the moment.
- Use words that resonate and those that compel your reader. Again, avoid fancy, heady, intellectual, jargon-y sounding language. Find and use relevant synonyms that create culturally appropriate images in your reader’s mind.
Word-of-mouth impressions are powerful because they’re everyday and conversationally driven. Writing like you (and your patients and/or clients) talk keeps the conversation going…and that leads to longterm, healthy relationships.