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May 10, 2011 Dental B2B, Dental Business, Dental Industry, Dental internet marketing, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

3 Fundamentals for Publishing an Enewsletter as a Follow-up Tool

The problem may not be your lack of follow-up but how consistently you lack it.

Think about it! You have good intentions when it comes to following up on prospects and potential leads in your dental marketing.

But how many times can you draft an email or hand-written note and keep doing it over and over. At some point you must somewhat “automate” the marketing follow-up process.

An effective way to “automate” your follow-up is through consistently publishing an enewsletter. And it can be as simple as repurposing a blog post.

In fact, that’s a good place to begin as a I offer a few tips to get started with publishing an enewsletter.

1) Start blogging

Your blog is the blank canvas to explore, explain, and, express your expertise (how do you like that “ex” theme I have going there?). It’s a place to log insights.

Lead with a blog. Many posts will “seed” other ideas and topics. These deeper explorations form the content that can be expanded through a weekly, bi-weekly, or monthly enewsletter.

2) Show up regularly

Speaking of follow-up frequency…how often should you publish an enewsletter? Preferences vary. Some say weekly is best, others bi-weekly or monthly. I previously published weekly. Now (as I’m planning the 2.0 version of my enewsletter) I’m leaning toward monthly.

The advantage of monthly is you can use your enewsletter as a way to aggregate the numerous blog posts published over the course of a month into one issue.

You can expand a thought that a blog post simply introduced. You can incorporate the wisdom gained from comments to a particular post. Even social media feedback from retweets, likes and post comments (Facebook page) can improve upon a topic blogged about weeks before.

Bottom-line: consistency. Whether you promote your enewsletter as a weekly or monthly – stay with it. Your subscribers will drift (unsubscribe) if you lack consistency.

3) Open the window

I’m talking about letting people see into your life, practice/company culture, product/service stories, etc. One thing social media has taught us is that getting personal is okay.

If you want your enewsletter read and shared be unafraid to open up the windows a bit. Don’t be a life-voyeur or a verbal flasher. TMI (Too Much Info) applies here too.

If you’ve taken a trip, been on vacation, achieved a milestone, celebrated the milestone of a child or loved one, purchased a new gadget…you get the picture! And that’s what I’m talking about – give your readers a “picture” of who you are in addition to your expertise.

Authenticity opens the door to better business connections. It’s the basis for effective marketing follow-up – what we call “engagement” these days.

An enewsletter is a perfect follow-up companion alongside a blog and any other business communication you share.

May 9, 2011 Dental B2B, Dental Business, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

What a toddler taught me about marketing

My almost-2-year-old grandson loves books. He walks across the room book in hand, plops down beside me and we read together.

One of the books in his stash of favorites is – “What Do Babies Need?” He’s now several months removed from baby-hood. But he’s still occasionally captivated by the pictures and short answers that tell the story about what little ones need. Stuff like baths, food, and most of all, love.

Experience tells me – when a baby’s in need, run the list of basics – food (check!), clean diaper (check!), pacifier (check!)… Find and meet the need and they’ll be satisfied (until the next “need” arises).

Brings to mind another question…

What do people need? Answer that question for every marketing approach with your dental industry supplies, products and services.

Copywriting must target not only the surface needs of a prospect but also those deeper emotional needs. Anyone can market to the surface stuff – and most do.

Getting to the core of what people need takes extra-mile effort. And the extra effort separates a marketing promotion from all the rest.

Lessons from my grandson for discovering the needs of your market:

1) Be naive. My grandson has innocence therefore he learns. Simple things entertain and educate him.

Approach your target prospects with a healthy niavete’. When you think you know them…truth is – you don’t.

2) Be diligent. My ‘lil guy brings the same book to my lap again and again. To him it’s a fresh read every time.

If you want to know the needs of your market – research, research, research – and then research some more. You probably missed something the first or fifth time around.

3) Be resilient. My g-son’s attention span is a nano-second. Two pages into the book and he’s off to something else. Am I offended at his back-and-forth…up-and-down-ness? Not at all! I roll with the changes.

The needs of the moment for prospects change like a child’s disposition. Remember and respond accordingly (see Lesson 2).

Childlike innocence, diligence, and resilience. It’s what babies…toddlers…and your marketing copy need.

May 5, 2011 Dental B2B, Dental Business, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental Industry, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

3 Essential Elements of Profitable Email Promotions

I was “in love.” And I couldn’t wait to get my next perfume-scented letter (hey, we were giddy teenagers…cut us some slack). Ahh…the joys of adolescent “romance.”

I remember those younger days when I anxiously waited for the US Postal vehicle to make it’s way down my street…to my mailbox!

Here’s a thought – without all the fluffy romantic stuff. Imagine…

…your client list feeling that sense of anticipation I just described when your next promotional email arrives in their inbox.

Is it possible? Yes. And there are 3 ways you can add some allure to your dental product and dental service email promotions…and enjoy profits to boot.

These are the 3 most important (and overlooked) elements of email promotions.

1–The Lead

Why? It’s where you connect with the readers (your client or potential client) and build a relationship.

I go with a *story-based* lead 90% of the time. Notice how I started this one.

Stories, current events, movies, personal life experiences are relevant and compelling. They increase the potential of your entire email being read – especially to the point of the all-important *click-through* link (more on that in another post).

2–The Transition

This keeps you from “shifting-without-the-clutch.” Like when you’re driving a vehicle with a standard (not automatic) transmission. Don’t think high-end sports car. They’re much too smooth. Think 19?? pick-up truck. The kind your grandpa had down on the farm. Remember that gear-grinding noise when the clutch wasn’t engaged when shifting.

That “gear-grinding” happens when you make sudden or disconnected transitions of thought in an email promotion.

I know this probably sounds like a lot of effort to put into a simple email. But, if you want them read and clicked-through to a product or service offer on your website/webpage – you’ll give significant thought to how you “shift” from one element to the next.

Seamless, smooth transitions!

And now…drum-roll please…the most important element of your email promotion…#3

3–The Subject Line

Most emails fail here! Compelling content, smooth transitions, a well-placed click-through link in the email body… even a strategically designed website awaiting your client’s or prospect’s arrival. They’re worthless if your subject line doesn’t persuade them to open the email.

For starters – take a look at your inbox. Critically review the subject lines of your favorite enewsletters you subscribe to and other email you receive. What compels you to open & read or delete?

Subject line wording matters. Read and learn.

And remember…

Compel (tell a story). Connect (seamless transition). Concentrate (subject line)!

May 4, 2011 Dental B2B, Dental Business, Dental email marketing, Dental email promotions, Dental internet marketing, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

A Tool to Jumpstart Your Dental Marketing

“The fortune is in the follow-up.”

That’s what Ali Brown, online entrepreneur and marketing expert says. In fact, it’s how she built her now thriving business and coaching career – one that led to her recent appearance on ABC’s Secret Millionaire spring 2011 finale.

But it’s not just follow-up – it’s the right kind of strategic follow-up that creates the relationships that ultimately lead to a fortune in business.

Brown tells business owners (I’m one who’s listened to her in recent years and used her program to engage my clients and leads, especially using the one approach I’ll get to in a moment) there are three ways – these days – you can effectively engage your list:

1) “Send a quick EMAIL to say “nice to meet you, here’s a link to my website, and let me know if you’d like to discuss further, etc.”

2) “Give them a CALL and try to set up a meeting or initial consultation to find out if it’s a good fit.”

3) “Add them as a friend on FACEBOOK and TWITTER, so they can get to know you and your services/products a little better.”

These approaches hopefully lead to a response. If one, or any of them do not, it can feel like you’ve reached out in vain.

Response is key.

But how do you help assure that you will eventually get a response? We’re accustomed to immediate response these days when we reach-out and engage others through text messaging, a tweet, a comment on someone’s Facebook page/wall, even a sent email.

Brown comments, “But in today’s online environment, it’s crucial that business owners recognize that a RESPONSE is multi-dimensional. A person isn’t ready to buy until they scope out your website, read a few testimonials, find you on Yelp, and check you out on Facebook.”

She adds that one of the most (still) effective tools out there to maintain that responsive relationship is with, what she calls, an ezine. Brown admits (and I had the same thoughts since we’ve been introduced to the power of social media) that it’s easy to dismiss an enewsletter as being so…well…”1999!”

Consider this from Brown’s research and expertise…

“According to a 2010 study by ExactTarget, 56% of U.S. Internet users interact with brands only via marketing emails, compared to 1.3% who interact only via Twitter and 0.7% by Facebook. (This doesn’t dampen my social media fires at all…it just reminds me how slow to adapt many are. And it’s those slow adopters that we’ll reach via other media. Just a thought…)

And business owners are responding… A 2010 StrongMail study found that marketing and business leaders still choose email marketing as the top area of investment growth (65%) in 2011, above social media marketing (57%) and search marketing (41%). Email is still very much a heavy hitter in the online marketing game.”

No doubt, having (or reviving) another tool in your client development toolbox could add dollars to your bottom-line. And in this economy you and I can use all the help we can get!

I’ll cover some of the keys to success that an ezine or enewsletter can bring to your biz in an upcoming post. Until then, check out Ali Brown’s resources. I’m a satisfied user!

May 3, 2011 Dental B2B, Dental Business, Dental Copywriting, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

How to build a relationship of trust with your dental industry clients

Want to build a relationship of trust that keeps clients/customers doing business with you again and again? This tool is regularly abused by the ill-informed (and sleazy types – you know who you are). And at the same time it’s an under-utilized marketing tool.

I’m talking about e-mail. Not the kind that jams and spams (reference earlier “sleazy types”) your inbox and that of your clients.

I’m talking about e-mail that…

…gets opened

…read

…clicked-through (links to your website, online product sales page, social media sites/pages, etc.)

…and even forwarded as a referral source to client colleagues

Question: Do you send out email? How often? Is it sent via an opt-in delivery system (the optimum delivery method – more on that in another post)? Are you measuring response?

>E-mail promotions are the hidden power of business communication.<

Here’s how:

1–Effective e-mail promotions are about building a relationship of trust

Think of each e-mail as a portion of an ongoing conversation. One that establishes an acquaintance…builds credibility…and a long-term sales source.

2–Effective e-mail promotions are conversational – not hyped up sales pitches

When I write an e-mail promotion (or any copy) I ask the question: “Would I say that sitting on a bar stool?” Do your e-mails sent to your client list pass the bar stool test?

3–Effective e-mail promotions open the door to larger service/product promotions…resources…sales pages…online content and more

Some people talk too much and say nothing in the process. Those are the conversations we avoid!

Trying to do too much in a single e-mail promotion overwhelms and dilutes your marketing approach.

Build trust through an ongoing conversation – one e-mail at a time.

May 2, 2011 Dental B2B, Dental Business, Dental Copywriting, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Does Your Dental Marketing Content Need to Get-a-Life?

What motivates someone to purchase a product or use a service?

Think about your most recent purchase. Consider the promotion that led you to hand-over your earnings.

Freelance copywriter and author, Bob Bly introduced me to a concept in one of his articles. A colleague revealed [in his opinion] that people don’t necessarily care about the idea of being…say, a millionaire or even making six-figures.

Really – the driving force is…a certain kind of life-style…living life on their terms. Money is simply a means to an end.

Of principle, Bly adds…

“…marketers who simplistically trumpet “get rich” in their ads are making a mistake. Instead of selling the obvious benefit, they could be reaching their prospects on a deeper and more powerful level.”

Here’s an example, according to Bly. Historically, career-training institutions would focus their marketing approaches on graduates making lots of money.

One ad featured an actual student standing next to his new Jaguar. What the ad failed to mention, Bly observes, was that this particular student bought the luxury auto with money he won in a personal injury lawsuit, not with money earned as result of the institution’s training.

New ads have a different focus, he notes. They feature interviews with now gainfully employed students…but they don’t talk about money.

Instead, one of the graduates talks about the pride his kids show when they see him leave the house for work every day wearing a suit and tie. Another student reveals the rewarding overseas business trips his company sends him on. He talks excitedly about his love of travel, the new foods, the diverse cultures, and new people his career enables him to meet. He’s joined in the commercial by his mother who glows about how proud she is of her son.

Bly referred to this deeper level of marketing as “life-style promotions.” It’s the appeal to what truly drives most of us to buy products or use services. The what’s-in-it-for-me answer is in many ways a shift in HOW we live more than it is merely about having money.

The persuasive element? It’s all about lifestyle!

The key…?

>>Whatever business or service niche you are in – connect it to life<<

Here’s a couple of insights into choosing words that give *life* to your promotions. First… >Shift your marketing copy into *reverse*.

>Instead of leading – as is typical – with the product, launch your wording around the lifestyle or the lifestyle benefits your target market desires.

Listen to *life* that’s happening in-and-around your business/service and the *lives* of your customers/clients. How does your product or service impact their *lifestyle* (at any level)? When you’ve made a list…you’re ready to write your copy (before creating a product).

Next…

>>Drive your product/service forward with copy instead of driving your copy with the product/service.

Write a persuasive lifestyle promotion about a product/service you haven’t rolled out yet (yes, you read that correctly). When you’ve tested the promotion’s selling-appeal (by actually placing it in front of your market) and found it’s effective (meaning interest is gained…order inquiries roll-in) THEN develop the product. Risky, yes! But…now who’s in the driver’s seat?

Lifestyle appeal works in a good (or bad) economy! The promise of a different, and perhaps better, lifestyle will drive your products and services forward…profitably!

April 26, 2011 Dental B2B, Dental Business, Dental Copywriting, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists 2 Comments

Do You Make These 2 Copywriting Mistakes?

Sometimes I do stupid stuff! I said something stupid and my timing was oh-so bad! To quote Forrest Gump (I think it was him), “Stupid is as stupid does…” (Cue flurry of comments!).

Anyway, my stupidity- foible got me thinking about what “stupid is” with marketing copy.

Here’s a short list:

All features – no benefits

Copy that’s all about the “est” – as in the “big-est”, “great-est”, “short-est” – should fluidly lead to a compelling benefit. Always? I’d stand by that statement for 99% of copywriting that’s feature heavy.

Here’s a tip: Stop before you lazily promote a widget as “the greatest…” Ask/say, “So what…?” Now start answering the “what.” Answer the “what” on as many levels as you can.” Then, you’ll be on the path to discovering some compelling benefits that could increase profit.

Too many themes in a promotion

A laser or a light bulb. What’s the difference? Both are light sources, right? A light bulb is a diffused or broadcasting light source. It illuminates an environment. A laser is a focused light source. And when aimed, a laser has the ability to cut through thick steel.

A promotion should be laser-like! Focused!

To penetrate your target market’s emotions – focus on “one” theme in your copy. Lock in like a laser beam with “one” compelling idea.
That’s it for now. I’ll keep this post brief. The more I write (today), the more I risk saying something stupid…again! :0