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May 27, 2011 Dental B2B, Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental industry case studies, Dental marketing strategies, Dental product case studies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Why saying “trust me” destroys trust in marketing

A close family member recently experienced a salesperson’s attempt to close-the-deal by shoving a contract across his desk with the words, something to the effect of, “Come on…sign the (expletive) papers and let’s get this done…!”

Had this been a multi-million dollar deal, built on months of negotiations, with significant upside potential, I’d understand the context. And I’d probably take the expletive emphasis as bold, banter between two soon-to-be business partners one of whom was probably attempting to prove he had a “pair!”

It wasn’t that at all…

The close family member is a young, nervous-as-one-would-expect, first time car buyer. The salesperson (obviously trying to prove he had a “pair”) couldn’t be further from earning the trust he needed to secure the deal.

Would the salesperson have made a better impression saying what’s commonly said in such deal-making scenarios – “Trust me!”

You hear or read those words all the time in advertising.

“Trust me, ‘X’ the single best product on the market for…”

“You can count on us…the most trusted source of…”

“Trust us to deliver the most effective…”

Do you instill trust by merely asking someone to trust you or saying your product/service is the most trusted?

I’ll let you make up your own mind. But I’ll go on record saying, trust is earned.

And a primary way to develop trust is through a relationship not merely telling someone to “trust you.”

Trust emerges on a solid track record of credible engagement.

The problem with many sales approaches (such as the above mentioned car deal) is the forced timing that many salespeople deploy. It’s why I prefer writing marketing copy and why businesses benefit from solid, credible copywriting in it’s various forms – a story-based email promotion, a series of autoresponder emails, a long-form sales letter, engaging blog posts, Twitter feeds, and Facebook page posts, case studies, etc.

Write these effectively and trust rises to the top much quicker than forced, “trust me,” manipulation. And with it comes credibility your prospects will return to again and again!

Master copywriter and trainer, Will Newman shares these five easy-to-implement strategies to help build credibility on a foundation of trust:

1–“Avoid hype.”

Saying you’re “the world’s greatest…” works in infomercials for a variety of reasons but is that your medium? Calm, authoritative approaches do more to establish trusting clients/customers.

2–“Avoid vague or unsubstantiated claims.”

Backing up your comments with substantial data shows you’ve done your “homework” – adding credibility. Instead of proclaiming, “The world’s greatest…,” describe how your product/service/etc. is proven to accomplish this or that by a certain percentage, etc.

3–“Give your prospect a reason to believe.”

Claims of effectiveness, etc. backed by proof and endorsement within your marketing content adds to your believability. And it builds credibility.

4–“Speak to (prospects) as an equal.”

Know-it-alls are seldom listened to. A friendly, realistic, conversational tone establishes a connection.

5–“Respect your prospect and their needs.”

This is a core trust builder. Respect follows trust.

Build trust in your marketing with clear, compelling copywriting.

May 25, 2011 Dental B2B, Dental Business, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

Why Your Marketing Should “Get” Social Media

Are you one of those who still don’t get the whole social-media-for-business thing? Or do you just wade in occasionally at water’s edge with a tweet here or a post there because your marketing director said, “We need to get into social media…!”

Frankly, it’s difficult to argue with all the data when you consider that…

Facebook now has around 500 million users!

Forrester Research estimates that companies will spend $935,000,000 on social media marketing this year! By 2012 they’ll spend $1,649,000,000. By 2014 they’ll spend $3,113,000,000!

Web writer and social media advocate, Rebecca Matter, says, “Social media is now mainstream, and it’s growing fast. It’s where the action is, where the money is flowing, and most definitely where the future lies.”

Convinced or not about it’s value to your marketing approaches, perhaps the following will “tip” you over the edge to take some action…now!

User familiarity is increasing daily.

It’s not uncommon to hear the phrase “Facebook me” when requesting information from a friend or colleague. Just this week I told someone they could “message me on Facebook.” In addition to “call me” or “email me” it’s not uncommon for business to be conducted over a direct message via Twitter or Facebook.

According to Nick Usborne, online copywriter and experienced social media expert, “Many millions of users never leave Facebook. They never visit a traditional website. Besides connecting with friends, they use Facebook to browse, shop, and make purchases directly on a company’s Facebook page.”

It now makes sense that asking a client, patient, or prospect to “Like” your Facebook page is another vote for your services. It’s a much more portable referral source to share a Facebook page link than it is to fumble for a misplaced business card.

Imagine a significant number of “Likes” appearing to a potential client when they land on your website and are directed to your Facebook page. That’s a referral source any way you log it!

It’s how people are engaging.

Enagagement, as it’s often called in social media context, is another form of trust-building. We contact people to discover if they’re legit. We do business with those we come to trust.

Engagement over social media can give you a faster track to trust. Not to make light of the value of time-tested trust development but with the options available in your market niche can you afford not to have your expertise accessible to current and prospective clients?

You appear up to date.

These days, one of the first things many notice (and certainly what they look for) is evidence of social media on your website or marketing collateral. A Facebook, Twitter, LinkedIn, and YouTube link tells them you’re current. And once they click over to your Facebook page or subscribe to your Twitter feed there’s a better chance they’ll keep you front-of-mind when they need your services.

Social-ability challenges traditional advertising.

Do you know where Ford launched its new Explorer? Not at a major car show. The launch was on Facebook!

Comcast doesn’t handle customer service the traditional way (over the phone). They do it through Twitter.

Thinking about printing and distributing flyers door-to-door? Think again and do what countless local retailers are doing through Groupon.

Major brands are taking notice too! Standards like Old Spice are no longer depending on old media for branding. They’re doing it through YouTube.

Nick Usborne confirms, “There are hundreds of social media sites now, and thousands of services created to monitor, analyze, and optimize the use of social media as a means to connect with new customers, engage existing customers, and even make direct sales.”

Social media will give your business-to-business marketing an advantage if you…

Embrace it! Don’t ignore it.

Learn to engage more than you promote.

Use it as your annual marketing benchmark.

May 23, 2011 Dental B2B, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email marketing, Dental email promotions, Dental industry case studies, Dental internet marketing, Dental marketing strategies, Dental product case studies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Put super-power ability to work in your marketing

I’m often asked about my copywriting. When someone asks me if I write this-or-that kind of copy I hesitate.

It’s not a hesitancy that results from questioning my ability to write a particular kind of copy. It’s more a matter of thinking how best to answer the question on-task.

“On-task?”

For example, when someone says they’re “on-task” they’re implying that they’re in the process of doing a particular thing. It could also define focus and diligence.

It’s a way of saying – “I’m working on it!” “Consider it done!”

I’m an on-task copywriter. I know how to write content that leads a prospect to a response. Most often that’s a sale.

The word, response, could refer to the intended obvious – the bottom line transaction that involves dollars being exchanged for goods or services.

Response could also describe…

…a “click” through on an email promotion I write that leads one to a more lengthy, descriptive online sales or landing page.

…the process of selling someone on your products’/services’ unique ability to solve a problem through a well-crafted case study.

…a series of tweets (on Twitter), Facebook page posts, or blog posts uniquely designed to engage prospects in a social media dialogue about your products and services.

And yes, it’s intentional!

Copywriting must be intentional. It mustn’t be unfocused, manipulative or merely creative wording.

I’m all for creative copy (I dislike manipulative copy). Especially if words can be creatively organized to promote an otherwise run-of-the-mill, one-among-a-thousand products or services in a way that leads to a measurable response.

A super-power ability.

Dan Kennedy says, “The ability to organize words that motivate people to buy is a super-power.” That’s an excellent description!

In essence, effective marketing and the copywriting that drives it has to do with the ability to organize words to ignite a response.

I’m intentional to provide copywriting that creates a sales response! I’m super-powerful that way not because of any innate ability or physical stature.

No, I don’t carry a big-thunderous hammer like Thor. And I don’t have Green Lantern super-powers.

But I do understand that words work. And I’m on-task to organize them for that purpose.

So yes, I can write your this-or-that copy.

Should we be talking…?

May 18, 2011 Dental B2B, Dental Business, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

How to give your products & services “blockbuster” status

The summer movie season is almost here. Has me thinking about what most blockbuster movies have in common.

And it’s the same reason excellent marketing and outstanding copywriting draws you in.

I’m talking about the plot or story-line that keeps you riveted as the story unfolds. A well-crafted story-line drifts (ever so slightly) back and forth. Just when you’re feeling carried to another seemingly disconnected place…the plot reappears…drawing you back into the story once again.

Marketing copy compares to the story you’re telling about your business, product, or service. How well you keep your target audience engaged, buying, and doing business with you tells whether they’re riveted as your story unfolds.

Keep ‘em compelled and first-time, front-end clients or customers will become repeat, back-end ones time and again.

This is traceable to a significant element of your marketing-story. Like the plot or story-line of great cinema this is a key within your marketing copy.

It’s your USP…

I’m talking about the Unique Selling Proposition of your business, service, or product.

(Back to the movie analogy) Ever sat through *flick* and thought – this plot seems a lot like… (the movie you saw last year). What’s missing or vague is the UNIQUE story-line that would earn it top box-office.

What I enjoy and am challenged by as a copywriter is exploring deep beneath the surface of my client’s services and discovering their USP. What is it about *Product/Service A* that reeeeeally makes it unique…unlike all the rest in the same or similar industry?

Distinguishing yourself from the crowd sends bigger waves of opportunity flowing your way. Otherwise, you’re merely creating ads, promotions, website content, etc. and all the blah-blah-blah that goes with it. And remember people don’t invest time or money for “blah.”

Here’s how to develop your U-nique story-line – do this and exploit it within your marketing copy.

1>Spotlight your Feature Presentation

Sit down to write about your business, product, or service and you’ll naturally and reflexively begin with features. Feature focus is easy because we’re accustomed to spotlighting them.

After all, you see yourself as the newest…biggest…brightest…sexiest…boldest…fastest…and any other *est* that applies. The problem with stopping there (please don’t) and spinning out your promotional copy based mostly on features is that there are others convinced their *est* is better than your *est*.

If you really want to command attention…

2>Promote your edge-of-the-seat Benefits

Here’s where the plot thickens. Telling your market about your features – mostly – stops short of the real juicy details that’ll compel them to do business with you, use your services, or buy your products.

Remember you’re unique. So…list all the benefits you can think of. If you’ve developed the fastest this-or-that (feature) get to the core of what you’ll promote (benefits) by asking and answering the question *which means…?* for every feature you spotlight.

Try this. Fill in the following blank with your business, product, or service – “We provide the fastest (or other feature oriented word) ______ which means… (how does providing the *fastest, etc.* lead to a benefit for your client or customer?). Do this for enough listed features and you’ll arrive at your USP (Unique Selling Proposition)…then promote the heck out of it!

And you’ll potentially…

3>Secure Repeat status

Not all great movie story-lines have a sequel in them. In fact some excellent box-office films took a nosedive when their sequel was released.

On the other hand, businesses thrive on sequel after sequel. I’m talking about *repeat business or sales*.

Every new or re-purposed product secures its repeat status when its USP is promoted to the hilt. And it’s a process worth repeating – spotlight features…promote benefits (USP)…position yourself for repeat business.

Bottom line: when the credits roll how’s your business story being told?

May 17, 2011 Dental B2B, Dental Copywriter, Dental Copywriting, Dental Industry, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

The Voice and your copywriting tone

The Voice is an NBC prime time television series that features musical superstars Christina Aguilera, Cee Lo Green, Blake Shelton, and Adam Levine (of Maroon Five) as judges. Each selected their team of vocalists from a parade of vocal talent. The catch – they initially listened to them sing with their backs turned to them, only focusing on the contestant’s voice.

Think about it, we listen to radio, a download, or an album in much the same way. We hear the voice without seeing the singer.

I admit, sometimes when I’m watching American Idol I’ll close my eyes as the competitor sings. Focusing on their voice instead of their presentation reveals something about their talent.

Voice connects. And it’s the starting point for effective copywriting.

Voice is the tone, attitude, or style chosen to communicate the message. It’s how you focus and evaluate your marketing content.

Is your voice clear to your target audience? Can readers hear your voice over the noise of other competitors? Does the presentation/packaging hide your voice?

And such an evaluation begs the deeper question – what IS my voice and how do I choose IT? I’ll make it easy by suggesting one voice that works.

Direct response copywriter, Paul Hollingshead, suggests…

“Imagine the person you’re writing to. Picture him or her as a friend.”

Writing to a friend is entirely different than keeping it strictly business. The error many make in the first sentence is taking on a formal…corporate voice.

Here’s how to use a friend-to-friend copywriting voice:

Be conversational.

Write like you talk. People appreciate and relate best to everyday language.

Keep it casual.

The goal of marketing is the sale. But keep in mind that people don’t like the idea of being sold. Copywriting should engage emotions.

And speaking of emotions…

Connect emotionally.

One of the fundamental rules of selling, according to Michael Masterson, is “people buy for emotional not rational reasons.” As a dental supplier…dental marketer that means people are more interested in the emotional benefits of the latest teeth whitening product than they are the “latest…greatest” features you’re promoting!

Find your voice and your market will listen!

May 16, 2011 Dental B2B, Dental Business, Dental Copywriting, Dental email promotions, Dental Industry, Dental internet marketing, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

A marketing secret you may be missing

Words make or break your marketing message. As much as power-packed words add to the mix, there’s another key – credibility. It’s the personal element behind those words.

I’m an insatiable reader. I read for mentoring, to sharpen my skills, to gain and keep my professional and personal-performance edge. Occasionally I’ll escape the daily routine through good fiction or thought provoking essays.

I subscribe to nearly a dozen e-zines. Their content occasionally prompts me to part with my money to purchase a resource or two. That’s the power of well-written copy.

I’m reminded of an experience I had with the writer/publisher of resources I frequently read. He taught me something of vital importance about marketing.

RB is among the top professionals in his field. He’s well paid for his expertise – approaching 30 years of experience. I consider him a mentor via his printed resources.

I was facing an interview with a potential client. I needed some insight in order to do the assigned work. I believed RB – with his resume of experience – could help. I sent him a brief email, hopeful he’d reply (in a a day or two) with direction to one of his relevant resources.

Not 5 minutes after clicking –send- my phone rang – “Hello…” “Hi, Eddie this is RB…listen I’ve got a resource you might be interested in…” The conversation continued for a couple of minutes. It led to an offer of assistance (on his part – no charge) and my agreement to reciprocate with some assistance of my own and I soon found a very helpful resource arriving in my in-box.

What’s most valuable about that experience? That I received needed help…promptly? Certainly! But more than that – I’ll unpack it in a moment.

I’ve read countless chapters of RB’s resources. As I said, his words mentor me in my craft as a professional copywriter. Now his words have even greater impact because they’ve moved from the printed page to another level.

Here’s my point…

Say what you will about *customer service* and its effect on your marketing. Sometimes the simplest approaches leave the most lasting impression. I’m a raving fan of RB and his resources. His recent actions increased my sense that I’m a valued “customer,” even though I’m an industry colleague as well.

His actions go beyond mere customer service to what I call *relational-capital*.

Relationships matter! Face to face, in print, online, or through the phone – it matters that you establish them. Diligently work to maintain them and they’ll serve you – even pay you – repeatedly!

Here’s how to improve your relational-capital:

–>Maximize your marketing moments

Well-worded resources are the base-line of moment to moment marketing. You’ve created a brochure…launched a website…invested in advertising space in a trade journal…or increased your PPC (pay-per-click) or Google ad-word budget. Those are good, measurable uses of your time and marketing resources.

Remember you earn a massive amount of credibility when you increase your relational-capital in the process. Moments – even methods – come and go – relationships last!

Social media has raised the marketing game to new levels. You can engage your clients and potential ones in the moment via a tweet, a like, page post, blog post, etc. If you’re not using social media, you’re leaving tons of relational-capital to those who recognize it’s value for building relationships with their market. Start engaging!

–>Activate an act now approach

A client or potential client requests information about a product or service you provide. Whether they leave a voice mail or send an email, develop the habit of responding via the most relational action (again, social media is free and available).

99.9% of the time it’s the personal touch that makes the greatest impression (face-to-face or phone). Use social media, e-mail, and text-messaging…just don’t hide behind them.

–>Favor frequent follow-up

Marketing coach, Ali Brown, says, “The fortune is in the follow-up.” Simply put. Be vigilant about staying on the radar of your clients and prospects. Pick up the phone…make the call…send a brief email…use social media…mail a postcard or another form of direct mail. Frequent follow-up builds the relationship.

Learn from and be inspired by my experience. In marketing as in life…relationships pay! And relational-capital can increase your profits!

May 12, 2011 Dental B2B, Dental Copywriting, Dental Industry, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Is your marketing copy directionally-challenged?

My daughter had missed a turnpike exit. She called me frantic about what to do next. I knew. And I could picture her location from years of driving the same route.

But what I knew and what she was experiencing were two very different things. She: panic…OMG…! Me: “it’s okay…take a deep breath…I’ll get you home…!”

Frustration meets panic when you’re without clear direction. The signs are clear to one who understands them or who has experience with the territory in question.

Trust the signs and you’ll get where you’re going. If the signs are unclear or you’re clueless about where the heck you are – the destination’s an afterthought. Welcome to Lost-ville!

If you want copywriting that compels your dental industry prospects to buy you must have a clear story line.

Michael Masterson calls it “the power of one.” Pick a path. Stay with it. Know where you’re going.

I write best when I follow a thread of thought or a story theme. Imagine the proverbial path of bread crumbs leading to a house where there’s the offer of plenty!

Be clear in your marketing copy.

Just because it’s creative doesn’t guarantee it will bring a prospect home. There are creative ways to get lost and miss the destination completely! The path was fun but now it’s dark and you’re not sure where you are.

This adds clarity to your marketing message:

1) Know where you’re going before you start – you’ll miss what you don’t aim for…everytime!

Remember, it’s vital to identify WHO your prospect is. And then identify WHAT core feelings or emotions you’ll stimulate with the copywriting.

2) Be clear about how to get there – with more than one way to go…pick one path and stick to it!

Rambling content loses the prospect. Sure, creative content might be good eye-candy and win an award or two. But how clear are the benefits to the one reading…seeing it? And benefits lead to sales!

Clarify the big promise of your marketing promotion! A promised benefit that captures understands and captures a prospect’s emotions is worth more to your bottom-line.

3) Picture familiar landmarks along the way – connect with what’s relevant…meaningful…memorable.

Again, this confirms how well you know your prospect and where the copywriting will take them.

Irrelevant content – words that miss the market’s core emotions – hinders connection. It’s like talking and no one’s listening.

If you want to bring your prospect “home,” communicate clearly and compellingly. If they need a GPS to read your dental marketing promotion they’re already lost!