Copywriting
How to Create a Better Path to Your Services Using Informative Dental Content
Though I can’t remember the source or a few details – the story is still practical. Especially as it relates to establishing your authority and influence via well-timed, informative dental copywriting and dental content.
Here’s the story as I remember it…
A developer built a multi-story office complex on several acres. The general structure was in place. Now came time for sidewalks and landscaping.
His contractor was quick to plot out the location of various greenbelt and water features and sidewalks throughout the pristine acreage. The location of sidewalks would follow the predictable layout leading to all points of entry from an expansive multi-story parking facility.
The developer placed a pause on the sidewalk construction. He asked the contractor to delay for a few weeks.
The perplexed contractor pushed-back asking why, knowing that sidewalks are standard for such a facility. And noted that any delays would create problems for the already beautiful landscaping being placed.
The developer held his ground while offering his somewhat outside-the-box wisdom.
Being practical, it made more sense to him that the people using the facility on a daily basis determine where the sidewalks should be placed.
He noted that people predictably walk where they have the easiest and most convenient access to the facility. In his experience, sidewalks are best placed where the highest percentage of foot traffic travels to and from the facility.
His wisdom: let the people create the path then place the sidewalk where they routinely to walk.
Are you building “sidewalks” with your dental content that no one’s using?
Traffic is everything to your online presence as a dental practice or dental service provider. Patients and/or clients arrive, stay, and then exit your dental website for a variety of reasons.
As important as navigation and trendy eye-candy graphics are to many – they matter less to your target audience than you might think.
Why?
Everyone’s doing it or done it…countless times. What was once trendy is now numbing and a distraction to what site visitors come to your site looking for.
Investing thousands in a flashy, trendy, or otherwise templated website is like placing a sidewalk where no one’s walking – simply because it’s where you think a “sidewalk” should for all practical purposes be placed.
Your dental website visitors are looking for one thing!
Dental services? Yes, but something more.
State-of-the-art technology? A nice feature if you have it…but no!
Amenities like coffee and tea in the waiting area? Again, a nice touch…but again, no!
Contests, give-aways, a chance to be your 1000th “Like” or “Follower” on Facebook or Instagram? Really…?!
I think you get the picture (and if not, you will or your website will continue to be a “sidewalk” that few use).
So, what are your website visitors looking for?
Solutions!
Why?
Because they have a particular problem they believe or at least hope you can solve.
And they’ll find your website and stay on your website to the point of making contact with you if…and only if…you provide solutions to their problems and/or answers to their questions.
Gone are the days when you can throw up a templated, looks-like-every-other-dental-website up on the web, fill it with feature-heavy, industry-speak, technical, self-aggrandizing, flashy content and wait for the phone to ring or the contact forms to pour in.
How to create a path that generates more patient or client leads (without doing what everyone else does)
Know your audience…who’s your avatar?
“A dental patient,” you say.
Right, but who are they?
- What are their health goals?
- How do they view dentistry?
- When was their last examination and cleaning?
- Why haven’t they scheduled treatment that’s been planned?
Those are all dental related questions. But go a bit deeper.
- What embarrasses them about their smile?
- How will they finance treatment they know they need?
- When is their next big social event (e.g. wedding, reunion, interview, etc) that they want to look and feel confident attending?
The latter questions probe a bit deeper. You’re getting to an emotional core when you ask and seek answers to these questions.
Transform your dental website from an “online brochure” to an information platform
This might “sting” a little.
Without consistent, informative published content (e.g. a blog, articles) your dental website is nothing more than an easily discarded online “brochure.”
To step away from you crowd it’s essential that you share your expertise as it directly relates to the “pains” and “desires” of your “audience.”
Realize, the dental seeking public search for your services for basically two reasons:
- They’re in pain and want relief.
- They have an emotional or physical motivation to repair or restore something about their smile.
Sure, there are more reasons but those are fundamentally what compels your “audience” or “avatar” to seek your services.
It’s essential that you position yourself as the “expert.”
How?
Through publishing (weekly is best, bi-weekly at a minimum) informative content that compels a person seeking dentistry (for whatever reason) to schedule.
So, you must “pour your sidewalk” where they’re walking…
- Probe for questions and problems during every opportunity you have with a patient. Your current patients will provide clues to what the dental seeking public desire.
- Keep a running list (spreadsheet, etc) of every seed thought, seed question, or verbatim question or problem you encounter from patients. This is a goldmine for content and copy themes.
- Write conversational content that answers questions and solves problems. Few (really) are doing this. And you’ll grow your influence (and production) when you position yourself as a problem-solver.
Remember, sidewalks provide convenient access to a facility or they’re simply a place to go for a stroll. The easier the access the better.
The same applies to your dental website. Create an informative platform and you’ll make accessing your services easier.
One Thing That Will Make Your Dental Marketing Content Different (and Better) Than Most
It happens a lot when consulting with a dental practice or dental business about their webpage copy or other related content. They share a favorite site link or two with me and say, “We want our copy/content and/or website to look and “sound” like this…!”
My review often reveals what’s common with not just dental industry copy, but most:
- Heavy feature focus (“Latest…greatest…best…”) less emphasis on benefits
- Full of industry-speak
- Written to a crowd instead of one person (lack of “you…”)
It takes courage
You must step away from the crowd. Connecting and then compelling your audience requires a new kind of fearless content.
Play it safe.
Sound like everyone else.
And you’ll be another face in the crowd!
Same sounding copy and content produces the same results. It will require more marketing dollars to get attention.
And why?
The online world is somewhat dominated by pay-to-play strategies. Create and fund a strategic enough funnel and you’ll “capture” more leads and potentially more patients and thus increase production.
Sound easy?
It is (in a way) if you have time and cash-flow to invest in it. And we’ve not even talked about the differentiating yourself from the competition and noise they’re creating.
Being different isn’t about being creative
There’s more to standing out from the crowd with your dental marketing than creative, indulgent eye-candy on your website or social media channels.
Being different has more to do with being yourself. Nick Usborne (whose content inspired this post by the way) says,
”You have to find a way to step out from behind the curtain and show yourself. Even when the services you offer are very similar to those of your competition, there is one point of real difference you can turn to.
And that point of difference is YOU.” 1
Filling your copy and content with features and professional sounding language isn’t enough…and frankly, it’s not even close to effective by comparison.
Rising above the dental marketing noise requires being unafraid to let your patients or clients see the real you.
And to see the real you your content has to sound like you!
- Can they relate to you through your content?
- Is it apparent that they can trust you through your content?
- Are they put at ease enough to schedule with you through your content?
And a theme covered a lot on this blog…
- Do they get answers to their questions through your content?
If you’re hiding behind someone else’s style, voice, website design, and general content theme you’re missing a most valuable marketing asset – relatability.
Step away from the crowd with more compelling dental marketing copy and content
Write and share content in your own voice
This is the essence of writing like you talk. To do this you must get out of your head.
And to get out of your head requires that you get into the mindset of a patient or client.
- What do they fear?
- What’s their desired goal?
- What’s their motivation?
- What are their questions?
Your audience searches for you based on your expertise. But they will listen to you and stay with your copy/content when you share your expertise in conversational tone.
Why?
Because online communication these days (and I don’t suspect it will change soon) is everyday, somewhat chatty, and certainly brief and to the point.
Jargon alienates. Industry-speak confuses.
So why waste precious dollars and your audience’s time by numbing them with it?
- Stop writing like a marketer!
- Stop writing like a dental professional!
- Stop writing like an educator!
Instead…
Write like you! Or hire a professional copywriter or content strategist who can tap into your voice and write accordingly.
The results?
- Unique (not merely creative) copy and content
- Useful (not noisy) copy and content
- Uncharacteristically compelling (not manipulative) copy and content
Sure, it’s scary and feels like uncharted territory. But you will stand out from everyone else not because it’s easier but because it’s courageous, it works, and it potentially has a better return on your investment.
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.
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.
Is it a Good Idea to Write Your Own Dental Content?
What’s my gut reaction when a client or someone kicking-the-tires of my services leans toward writing their own dental content?
“Slow your roll…!”
I’m all about going-for-it. Yet, can you really afford a DIY (Do-It-Yourself) approach to dental copywriting or dental content creation (considering available time for starters)?
There’s more to copywriting than throwing some words on a page or screen…hitting publish…clicking send…and waiting for your phone to ring or a contact form to be received.
Sure, I’m biased as a trained, experienced, pro copywriter. I apply my skills in the art of copywriting and content creation with a strategic focus in the dental industry.
This is everything when writing dental content
The reader, more than your knowledge or expertise, is the focus! Think through these questions about copy and content writing…and pause before you answer….
- Can you ditch the technical, industry-speak jargon and still make your point?
- Are you able to write conversationally?
Here’s the essence of what I’m talking about…
Would you say it sitting on a barstool?
When writing imagine sitting on a barstool. Picture yourself in a conversation with a friend, colleague, family member, or someone you just met.
Imagine sitting there…it’s casual…you’re comfortable…they’re at ease…you’re having a simple chat!
The conversation can quickly go one of two ways:
One, boredom sets in. They wonder when the conversation will end. They turn the page or they “click” away from your message.
Or…
Two, they stay engaged. They sit up and lean forward…”Tell me more…I hear you…I’d like some more information…Let’s talk soon…!”
Copywriting and content creation requires proper voice. Otherwise it’s just words (blah, blah, blah…yada, yada, yada).
Keep it conversational.
Now back to the barstool…
Implement these “Barstool” Copywriting Strategies in Your Dental Copy and Content
Write like you talk
Keep it casual and to the point. If you were sitting on a barstool, enjoying a beverage, how would you describe the service, procedure, treatment, or product?
Conversational copywriting:
- Dials-down the tech-speak
- Avoids the use of complicated, industry-insider words and terms
- Isn’t hype-driven or salesy
Make an impression without trying to impress
Will your reader leave the “conversation” remembering the easy-going, comfortable, engaging way you communicated with them?
Good conversational copywriting promotes a tell-me-more feeling. The impression you make can repel people or bring them back for more.
Let the communication process work for you
Content marketing is about building trust…ahead of the “sale” or “buying decision.” If you rely too much on your ability to “Wow” with hyper or confusing creativity you’ll send a less than engaging message.
Trust translates via your conversational tone.
Dress your language less formal and more casual
Good copy and content are comfortable like your favorite jeans, shorts, and t-shirt. If you feel relaxed you’ll communicate that way and your reader will relax too. (Remember the trust factor?)
And get the image of your English teacher out of your mind. Gotta love ‘em. But now’s not the time to stress over “crossing your t’s…dotting your i’s,” losing your mind over sentence structure, or worrying about being ticketed by the “grammar police.”
Sure, the basic rules of grammar apply. Sloppy isn’t the answer.
Instead…
Use good judgement. Be easy to read – remember it’s like a good conversation on a barstool.
What’s easy to read is easy to understand. And what’s understood compels a scheduled appointment, a product purchased, or an idea applied.
Communicate effortlessly
Envision effortless like Tiger Woods driving a golf ball or Steph Curry nailing a three-pointer. A professional’s skill appears second nature, fluid, “invisible.”
Make your writing “invisible!”
Be aware of how your words promote your services or products. Write to showcase benefits and results.
Features entice. Benefits sell!
Pause before you go all DIY on your next dental marketing promotion. Evaluate your dental copywriting and dental content using the “barstool test.” Your results could depend on it!