Dental B2B Archives - Page 5 of 9 - DentalCopywriter.com

Dental B2B

June 23, 2011 Dental B2B, Dental Business, Dental Copywriter, Dental Industry, Dental marketing strategies, Dental social media, Marketing dental services, Marketing dental supplies, Social Media No Comments

3 Ways to Sharpen Your Social Media Mindset as a Dental Business

“All businesses are being forced to go social.” That’s according to Michael Brito.

Maybe you’ve been waiting to see if all the buzz about having a blog, a Facebook page or a Twitter account is just another passing trend. Delaying or avoiding social media altogether may have been the general mindset a few months ago but no longer.

And while the talk (for businesses) about social media engagement surrounds marketing, it’s important to know there’s more to it.

Brito says that most brands get it. And he observes that most brands are doing a really good job listening to their customers through social media channels (Facebook, Twitter, Blog, etc.).

So, being a copywriter in the dental industry and one who happens to be a social media convert and consultant I must ask – why wait to dive into social media? Or, if you’ve been dabbling, why not ratchet it up?

3 ways to ratchet-up your mindset and use of social media as a dental industry business:

1) Join the “evolution.”

The days of solely marketing your products and services via direct mail (I said solely so), a competitive postcard mailer, a Yellow Pages ad, and if budgets allow, a radio or TV spot are diminishing. Why would you exclusively limit yourself to these marketing approaches?

Use them. But consider how much more effective and inexpensive (in many cases free) it is to engage your clientele through social media. After all, they’re using it. And could be wondering about your absence.

Brito says, “…organizations are evolving from businesses that merely engage in social behavior into social businesses. There’s a huge difference.”

2) Maximize the “social pillars.”

“Social business is built on three pillars – people, governance, and technology,” according to Brito. And the principles apply to any size organization.

Social media helps eliminate barriers. It especially deals with how we communicate our opinions and feelings about brands.

Imagine how your product and service equity will increase when clients communicate their satisfaction via social media. And they can do it in-the-moment…in real-time! Think less survey forms or ad naseum “how-did-we-do-today?” questions upon check-out.

Equally social businesses are held accountable for their quality (or lack of it) too. You don’t want a viral surge of negative influence about how your company or practice dropped the ball when it came to customer service, etc.

The technology is there and improving as we speak. Already, businesses are seeing the value of QR coding (more on that in future posts), location based social media tools like Foursquare, Gowalla, Facebook places, etc.

You can virtually run your marketing from a single laptop or even a smartphone (remotely). And monitor the feedback instantly.

3) Welcome the conversation.

A 2009 study revealed that 85% of Americans using social media think companies should have an active presence in the social media universe.

And according to Brito, “Out of the 85% of people who want companies to be present in social media (get this):
>34% want companies to actively interact with them
>51% want companies to interact with them as needed or by request
>8% think companies should only be passively involved on social media
>7% think companies should not be involved at all.”

No more waffling or dabbling! Social media is here and your prospects and clientele are ready to keep the conversation going.

June 22, 2011 Dental B2B, Dental Business, Dental Industry, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

Do You Have a Social Media Chip-on-Your-Shoulder? (3 Keys to Get Rid of It)

Trust and authenticity are the currency of social media. And your Facebook page alongside your Twitter account and blog are the places where you should lavishly spread that currency around.

I emphasized trust and authenticity in a recent post because people are now so oriented to interacting with dental companies, dental practices, and dental supply brands who seem at least somewhat familiar with social media. And once you’ve caught on to the value of social media engagement your perspective and marketing approaches shift.

There’s a more frontal…give-it-to-me-straight marketing interaction (in contrast to the old-school, bait and switch).

There’s freedom to be yourself without the flash (in contrast to slick, hype-y…expensive marketing – think jeans and maybe a sports coat instead of suit and tie).

There’s conversation around products, services, and expertise (in contrast to if-we-build-it-they-will-come).

I think of the days of mom & pop shops. Social media is restoring confidence to business and service providers who have that grass-roots brand of marketing DNA.

Coaching a grass-roots confidence is the responsibility all who are coming into their own with social media marketing.

I once felt like a rookie in the big-leagues when I first opened my Twitter account. I resisted for months as early as 2008.

But I’m there…in fact I have two Twitter accounts. One is personal/general copywriting/marketing consultant related. The other is specific to all that within the dental industry.

I’ve had my social media ups and downs. Some days I feel like a shivering chihuahua alongside the social media big dogs.

And sometimes I write and publish on my blog like I think a big-dog would. In fact, I’m still nursing a fresh wound because I forgot what this whole social media deal looks like to someone who doesn’t engage in it (not because they’re opposed…it just isn’t something they’re into…like many marketers, still).

I’m reminded that when I speak and write about the failures of traditional marketing with my new social-media-is-all-about-trust-and-authenticity-chip-on-my-shoulder, I risk alienating those I’m still invested in.

So…here’s how to boost your social media confidence when wanna-be big-dogs (like me) mess on the lawn (or seem to be growling at those who aren’t so much into social media):

1) It’s about being yourself.

You and your business, product, service have a story to tell. Engage (that’s “talk” in social media) about the problems you’re solving, the solutions you’re delivering, the benefits you’re bringing to the marketplace. No one else can be you better than…well, you!And once you stop being “you” – it really doesn’t matter!

2) It’s about keeping it simple.

Really, what’s the point in being complicated. Life’s complicated enough and so is business.

To-the-point simplicity is a big adjustment for those new to social media. The full-frontalness of the dialogue (on a blog or via Twitter and a Facebook page) can be misunderstood as edgy or in some instances, even trite.

Hey, when Twitter allows you only 140 characters you can’t dilly-dally (a word I’d probably not use in mainstream marketing). That’s a steep learning curve for those accustomed to traditional marketing approaches.

3) It’s about creating conversation.

Once you’re around social media long enough you’ll learn that appetizing conversations begun on your Twitter or Facebook page feed should effectively transition to your website or blog via links (ow.ly, bit.ly, etc.).

Think of social media conversations (even those involving your business, products, services) like you would saying to dinner guests following a meal, “Let’s move to the patio…can I get you another drink…” There’s no hype among friends – just swapping stories in good conversation.

…and now where’s the dip for that chip-on-my-shoulder I mentioned?

June 16, 2011 Dental B2B, Dental Business, Dental Copywriter, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental web content that works, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

3 Questions Dental Web Copywriting Must Answer…or Else

Picture a large sports venue with a seating capacity of 40 to 50,000. Put yourself as a dental marketer or a dental service provider in one of those thousands of seats.

The stadium announcer booms out (Why? I don’t know. But stick with me…), “This just in…a local dental practice seeks a substantial supply of (your specific product or service). If you provide (your specific product or service)…stand up!”

Picture nearly 10,000 standing!

A strange but somewhat realistic analogy when you consider it alongside what happens countless times a day online. The bigger question – how do you stand out in a crowd that numbers significantly more than 10,000 (relative to the average Google web search).

I’m a dental copywriter. I’ve narrowed my attention to those who provide products and services to the dental industry.

When I set sail in this niche my first online research process produced nearly 40,000 companies who’ve tagged themselves “dental supply” companies. That’s a lot of companies vying for the attention of thousands more who rely on the supply chain they represent. Think about it!

How do you get online attention…and keep it?

Producing attention-getting and attention-keeping web content as a dental marketer and/or dental service provider deserves your utmost attention! I recommend the following three tips from web copywriting expert, Nick Usborne, for attention-deficit websites.

3 questions your web content must answer to get and keep attention:

1) Who are you?

Getting to the core of who you are – as a business or service – helps you get more attention. Remember there are potentially hundreds – if not thousands – in the same or similar business as you.

But…your business-DNA is unique. You must differentiate yourself and get attention away from the pack.

Usborne encourages the simplicity of narrowing your biz to the core (benefits) through writing a 500 word (or less) article on your business, product, or service. This exercise funnels the related details into an easy-to-read format.

2) Who do you exist for & how?

The point of your business or service is to provide benefits. So envision – whoever that end-user is – actually using your product or services.

Usborne invites writing 10 user scenarios involving 10 different people (e.g. how does your product or services benefit them, what will they experience as result, etc.). This *power of 10* approach highlights the real reasons people do business with you – why you exist!

And finally…

3) What’s your business…in a nutshell?

Attention spans are short…especially when potential customers and clients surf the web! You must maximize your time and theirs. It helps to crunch-down who you are and what you do into a concise few words.

Nick Usborne says the core of your business is best expressed in 10 words or less. Write them down. Refine them. Then, keep those words accessible (in your mind) at all times as a *tagline*.

Give your dental business and dental services a front row seat. And position yourself to land the attention of countless web surfers by applying these online content tips.

Contact me about narrowing your dental marketing strategy and dental web copywriting to an attention-getting core! Case studies, online articles, and social media are an excellent way to stand-out in the crowd of dental marketers and dental suppliers.

June 9, 2011 Dental B2B, Dental Copywriter, Dental Copywriting, Dental email marketing, Dental email promotions, Dental Industry, Dental marketing strategies, Dental web content that works, Marketing dental services, Marketing dental supplies, Social Media No Comments

3 Ways to Step-Away-from-the-Crowd with Better Dental Copywriting

Do you know how much marketing content is published in the dental industry? Your response is probably like mine – “How much…? Not sure. But a lot!”

Your approach to copywriting as a dental marketer, dental supplier, or dental service provider will most likely follow a certain pattern. But the issue is always – will it produce the response you desire for your marketing efforts? And if it does, can it be repeated with equal or greater effectiveness each time it’s sent via email, mailed directly to your list, or posted on your dental website’s blog?

What you already have going for you may be the secret you’ve been looking for in your promotions. In print or online, revealing more of this can lift you above the crowd.

Speaking of crowds…remember a recent social function (a party or networking event). Someone – maybe only one – stood out from the pack of those you interacted with. What initially got your attention? Was it how they were dressed? How they looked? What they said or how they said it?

When all’s been said and done – this shines through. It’s…personality!

Add some personality to your dental marketing content and track the results. It’ll mean avoiding the window dressing mindset (e.g. flash, design, colors, etc.) typical of many copywriting approaches. In the end people will remember you more for the personality that shines through than the exterior coating.

Don’t misunderstand me, I’m a fan of creative, colorful, out-of-the-ordinary promotions. They catch my eye and keep me engaged.

But…

I’m hooked more when I’m drawn into the marketing conversation and it seems like only seconds have passed while it’s actually been several minutes. Good copywriting – the kind with personality – does this.

No more sleep-inducing content!

If your dental copywriting and marketing materials come with a warning label – WARNING: Do not drive or operate heavy machinery after reading this…you know what I’m talking about! More than that they’re TYPICAL…and in business – typical isn’t memorable.

It’s vital to insert personality between every line of your communications with customers and prospects (most read between the lines of what you’re saying anyway). The *personality-ethic* applies to your email promotions, your blog posts and the social media content you post on your Twitter and Facebook page, the copywriting on your website, your e-newsletter content, and more.

Here’s 3 ways to add some personality or better yet get yours working for you and the copywriting that promotes your dental products and services:

1) Inc. yourself (and not in the corporate sense)!

I consistently remember the words a colleague and mentor said to me several years ago – “be yourself.” No one else can be you better than…YOU. Management guru, Tom Peters calls it “You Inc.” or “brand-you.”

It’s about the unique personality…the DNA…you personally bring to your marketing communications. Be unafraid to let people “in” on your life and the behind-the-scenes aspects of your business-story (we talked about this in a previous post).

Step away from worn-out, weak, or ineffective branding! What you keep hidden or overshadowed (too much dependence on brand or image) might be the key to winning a client’s heart.

2) Step from behind the professional veneer.

Don’t misunderstand me. I’m a believer in being and remaining professional in all your business practices. Just don’t confuse professionalism with being pretentious, aloof, or out-of-touch.

Why is it that someone talks in plain, easy-to-understand words yet when they get behind the key-board or take pen in hand they become this austere (there I go…using a big word) “plastic” person.

Corporate jargon is just that – jargon. It may or may not reflect your niche in the dental industry…or, for that matter – you. Think about it – how effective does bureaucracy communicate – really?

3) Be anything but typical.

Aim for authenticity. I’ll continue to beat-my-drum about avoiding typical, hype-driven marketing approaches.

Hypey…salesy wording alienates more than it attracts. People do business with hype-sters for much they same reason crowds show up at a freeway pile-up…!

People much more enjoy doing business with someone who’s real…authentic…open…honest…non-salesy! That’s untypical and it works.

Personality shines through every time. Get yours going for your dental copywriting and marketing approaches. Real people enjoy doing business with REAL people. And smile while you’re at it!

June 8, 2011 Dental B2B, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental industry case studies, Dental product case studies, Dental web content that works, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

What’s unique about you?

My wife and I enjoyed dinner and good conversation with a friend last evening. Part of our conversation was about the value we bring to our work and the opportunities the marketplace gives us.

Our friend is pursuing new job opportunities (and I happened to renew/write her resume – another value-add benefit of knowing effective copywriting skills). Though she’s transitioning back into a different field she’s able to transfer many if not most of her skills and passions into this new venture.

Most businesses and organizations – like individuals – have transferable benefits. It’s essential to remain ever-aware of those benefits and highlight them as much and as often as possible.

Isn’t that part of what marketing does?

When I’m writing an email promotion, an online or print sales letter, an email autoresponder series, a case study, a client’s blog post…even an individual’s resume (as with my friend) – I focus on the transferable benefits of the business’s product/service to a particular solution their prospects/clients seek for solving a problem.

What value do your products/services deliver to your market?

Consider what your top-level clients/customers are saying about you. Listen to their feedback and survey comments (you are asking for this…right?). Between the lines of what your clients tell you is “gold” you can mine and use in your marketing content.

How do your unique benefits stack-up next to others in your market?

This isn’t a question of one-upmanship. In fact, I encourage being so focused on your own unique-selling-proposition (USP) that you seldom (if ever) fall into the trap of comparing your marketing value to that of others. But it does help to know what’s working and not working for those with similar or same product/service solutions.

Live and learn…then develop your unique benefits to deliver to the marketplace. The more uniquely specific those benefits – the better!

Our dinner conversation gave me some valuable food-for-thought. Go…serve-up some value to your market today!

June 7, 2011 Dental B2B, Dental Copywriting, Dental email promotions, Dental marketing strategies, Dental promotion ideas, Dental web content that works, Marketing dental services, Marketing dental supplies, Social Media No Comments

Does your dental marketing content survive the “3-second” rule?

You’re enjoying a favorite snack at home. And suddenly the morsel slips from your paws and on to the floor!

That unfortunate moment sets a rule into play jokingly known as the “10-second rule.” Basically, the rule holds that any food item remains edible if it’s quickly scooped up and dusted off within ten seconds (shorter or longer depending on who you ask).

(Trust me, there are limits to the “10 second rule” and where it applies. Anything that falls to the floor in a public restroom or anywhere “public” – for that matter – stays there as far as I’m concerned. It could be a $5 piece of Godiva Chocolate. If it’s public domain I’m sad to say – the rule doesn’t apply! You with me…?)

There’s a similar rule at play in copywriting. It’s the “3-Second rule.”

Here’s the premise – Your headline must grab your prospect’s attention! And you have about “3 seconds” to do it!

Seems like a short time-frame but consider the amount of information that streams into our consciousness every moment.

>An email hits your inbox. The subject line either compels you to open it or delete it.

>A piece of direct mail arrives in you mailbox among a few bills and credit card statements. It may look compelling enough to tear it open. Once opened, the lead sentence determines whether you give it any additional time.

Marketing content is a “dime-a-dozen.” And since a lot of “dimes” are invested, I’m amazed at copywriting that ignores the “3 second rule.”

Here’s 4 things your headline content must do to seize attention (and survive the 3-second rule):

1)Make a promise.

Typically, it should be a big promise. But big or small – promise something! Tell your reader what major benefit will come to them from your product/service.

You must think (strategically) about this. And your thoughts should be guided by below-the-surface research about your prospect, their problems, and how your product/service is THE solution. Start by answering their dominant “what’s-in-it-for-me” question.

2)Draw a picture.

This is why I often default to a story-lead (like my earlier “food” story). People can relate to a situation, a story, a popular/trending news item, etc.

It’s true – showing beats telling!

An active social media presence helps. Social media keeps “what’s current” in front of you consistently. Keep a notebook or use Evernote to capture story ideas. Subscribe to newsfeeds with services like Google Reader. Keep your ink fresh and ready to create captivating images of your product/service in action. Pictures don’t paint-a-thousand-words by accident!

3)State a fact.

Think action-ability. What actions do your products/services compel a client or prospect to take? Actionable facts give the readers of your marketing promotions something that confirms the trustworthiness and viability of your products and services. Don’t allow your copywriting to ramble. Go ahead and state it!

4)Ask a question.

Questions create necessary tension or clarify tension that’s already present. Ask your prospect a question that reminds them of their core problem or need.

Create copywriting around the answers that solve their problem(s).

Asking questions shows intuition and intelligence. Be intuitive through your marketing content. Show your prospects that you know them. And give them reason to trust you through the answers your copywriting provides.

Seconds count…whether it’s food…or copywriting!

May 31, 2011 Dental B2B, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email autoresponders, Dental email promotions, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

How to Clean-up Your Copywriting for More Profitable Marketing

My wife gets the urge, on occasion, to have a garage sale. So we teamed up with a couple of neighbors on either side of us (one of them did the advertising so it was a nice way to piggy-back on their efforts) to unload some of our stuff.

For those in other cultures, or perhaps the unfamiliar – a garage sale isn’t a literal selling of one’s garage. On scale, a garage sale is typically much smaller than the commonly understood estate sale. And (if I could go so far as saying it) is a bit more sophisticated than a yard sale.

Aside from the few dollars of “fun-money” you earn (one summer we actually paid for all of our vacation road meals for our family of four with our earnings) a garage sale provides a good excuse to clean and sort.

It’s important to get rid of the clutter.

How cluttered is the copywriting used to market your products and services? A thorough cleaning before you unleash it to your niche market will sharpen its impact. And that translates into more earnings!

Here’s a 3-step “copy-cleaning” process I use and recommend:

1) Read your promotion aloud.

You get a feel for the voice, tone, and emotional connect-ability when you actually hear it read. And here’s the deal with reading it aloud…

If your writing doesn’t sound like you’re talking to a friend, it’s NOT good copy! Copy that connects – whether it’s a sales letter, web copy, an email promotion or autoresponder, a case study, or a social media feed like a Twitter, Facebook page, or blog post – needs a conversational voice.

2) Let others read it.

A fresh or different set of eyes and ears is an effective copywriting test-drive. It helps too when you allow someone (if possible) in your content’s target/niche market to read it.

For example, if the marketing content is targeting the baby-boomer market niche, find a reliable baby-boomer aged person to read it. If it’s targeted to a female audience, by all means have a female read it.

The extra eyes and ears can sharpen the focus and sound of your copywriting.

3) Proofread every sentence of your promotion – from the bottom up!

Yes, you read that right. The bottom-up approach helps spot misspellings and unnecessary words easier than merely reading it top-down.

You’ll miss a few here and there. But the bottom-to-top idea gives you a less routine and even more efficient way to proof the copywriting before it hits your market.

Clean copywriting helps increase the crystal clarity of your marketing approaches. And I’m close to certain you’ll earn more in the process than just a little extra fun-money when you get rid of the clutter!