Dental Business
3 Ways Dental Copywriting Can Take-On Something as Serious as Oral Cancer
I wrote a recent blog post around a now favorite quote by copywriting and marketing legend, Dan Kennedy.
“The ability to organize words that motivate people to buy is a super-power.”
Written communication has the moxie to change things. If you want to win-the-day with any topic, trend, thought, service or product transform them with super-poweredness (how’s that for a cool, new word).
I’m a copywriter (and an occasional public speaker/trainer) so you’d expect me to enter the fray with words. It’s why you hire or outsource your marketing content (word-wise) to those of us with the chops to bring just-the-right words to the front-lines of whatever it is you’re promoting.
Take oral cancer prevention for instance (and take it seriously!).
I picked up an eye-catching…informative data sheet from the front office of the dental practice where I work part-time – “Common Myths About Oral Cancer.” It used the common Myth-vs-Fact approach to heighten awareness of this life-threatening issue.
The more I’ve reflected on the “Facts” the more I believe that super-powered content can shift the battle against this killer that takes 9,000 lives annually out of the 34,000 impacted by it (more deaths per year, by the way, than melanoma and cervical cancer).
The super-power ability in me (thanks to Dan Kennedy) wants to go all Captain America on this health threat.
Words motivate! And there are strategic ways to organize them to compel people to have awareness and take action against something as serious as oral cancer – or whatever you’re promoting.
>Case Studies
Someone has taken on oral cancer and won! Perhaps the tipping-point was an oral cancer screening product used by a savvy dental practice. Maybe a hygienist’s knowledge gained via a particular continuing education course trained her in what to look for. Could be that a practice management firm with a strong bent towards oral cancer steered their practices in the right direction towards state-of-the-art screening technologies.
A well-researched, compellingly written case study tells THAT story. And what better story than a life spared.
>A White paper or Special report
Sometimes the mountain of data must be distilled to its essence. Too much technical jargon numbs your readers or market to the real-life impact of something as threatening, in this instance, as oral cancer.
A white paper or a special report cuts-to-the-chase.
Their unique format states the problem and offers an expert solution (that’s you and your product, service, or information). These also communicate well to an audience that is typically accustomed to a more academic, technical approach. And they do it without the – sometimes necessary – word volume associated with standard technical writing.
>Social Media (didn’t think I’d leave it out did you?)
Twitter, Facebook, Blogs, Google+, YouTube, QR Coding, etc. provide a steady-stream opportunity to become a content super-power. Link back to big-gun content like case studies, white papers, special reports, web content, blog posts, etc.
Social media provides the opportunity to get chatty and occasionally frontal about the topic at hand.
Engaging dental social media builds trust. And dental businesses and dental service providers on the front-lines of social media will increasingly be viewed as industry experts.
That’s the big idea, really. Whether you’re talking about oral cancer or promoting dental products and services that offer preventative solutions – you want an “expert” in your corner…right?
Even better…how about some super-poweredness?
A 5 Question Filter for Your Dental Marketing Content (Including Social Media)
You receive a marketing piece via mail…and Wow! Or you log onto a website and the embedded flash reminds you of a Vegas show. My first, fleeting thought is – “Someone dropped some cash on that…!”
Hold that thought…because there’s a deeper question that begs answering. And it’s a question that the ever-changing marketing landscape asks with the persistence of a 5 year old on a vacation road-trip – “Are we there yet…Are we there yet…!”
Here’s the question: “Would I do business with them because the promotion was pure eye-candy or because it engaged me?”
Engagement matters! And that’s why social media rocks the establishment today and will continue doing so.
It’s creating entirely fresh ways of measuring whether your dental marketing and dental copywriting is hitting its intended target. And it further challenges you to be all the more intentional with your marketing.
Marketing content that’s attractive and marketing content that attracts are two different things.
These 5 questions from an article on eMarketer.com provide an important measure for creating marketing content that attracts (not just attractive content):
1—“Is the content unique?”
Don’t confuse “unique” with out-of-the-box! Be unique by highlighting the deeper benefits of your dental services more than your competitors do. Remember many companies are content to stick with the surface, feature-fluff while ignoring the real solutions their products and services deliver.
Answer the question – what makes us uniquely capable of meeting that client’s need? Steer your content in that direction.
2—“Is the content useful?”
Make your marketing message actionable. When a prospective dental industry client reads one of your Twitter or Facebook feeds are they persuaded to take action? That action could be as simple as clicking a link to a blog post or taking advantage of your clearly stated promotion by surfing over to your website.
Ask them to do something through actionable content. “Useful” content addresses your prospect’s needs…desires…lifestyle. For example, your ad for an orthodontic product or service should tap into their emotions more than it spotlights the latest…greatest technology!
Measure by usefulness!
3—“Is the content well-executed?”
Twitter works as social media platform mainly because of its 140 character limit. It forces tight, sharp, to-the-point content. Say what you will about our culture of social media sound-bytes – it’s actually helping us cut through the clutter and just say it!
What’s the message of the moment for your dental business? Social media helps you say it clearly.
4—“Is the content fun?”
Twitter earned a shout-out in the previous point. Facebook gets its turn in the spotlight now. As a social media platform, a Facebook page helps keep content fun. Photos and comments from a company gathering, an outing, or a client success story keep the fun-factor alive. And don’t forget the “places” feature. It adds value if you’re a location based business such as a dental practice.
The new Facebook video chat feature rolling out as we speak will add another layer of connective-engagement. Go face to face via the Skype-based tool with a potential or current client states or a continent away!
Make sure your content puts a smile on the faces of those you do business with. It’s contagious!
5—“Does the content make good use of the channel in which it appears (e.g., social, mobile, video)?”
Again, this is about “execution.”. It’s vital to fully maximize your marketing “channels.” And knowing which to use is as important as how they’re used.
Begin now to run all your marketing content – especially social media – through this 5-Question Filter.
How to Declare Your Independence & Market Your Services More Profitably
Some post-Independence Day reflection has me thinking about the value of the holiday – given what it represents.
We celebrate with fireworks, grilling some form of meat, sipping a cold beverage, hanging-out with friends and family. And we remember – at the “twilight’s last gleaming”…as a celebratory burst of fireworks explodes overhead – to reflect on what it means to be American.
Sweet freedom!
Think about it – you and I have freedom. The undeniable freedom to live, earn, and prosper in this great country!
Declare Your Independence
In the dental business, as in any business, true freedom is knowing what makes your products/services unique. Your USP (Unique Selling Proposition) gives you the confidence to stand independently among your competition.
How uniquely independent is the copywriting that promotes your dental services and products? Have you established your independence in the dental industry marketplace with outstanding copywriting?
3 Steps to Declaring Your Independence from Your Competitors
In the spirit of independence and all things freedom, consider your dental business growth in the first half of this year. It is, after all, July. You’re halfway through the calendar and either celebrating the profits to date or evaluating how you can emerge profitable at the end of the two remaining quarters come December.
Before you think “Jingle Bells” and mistletoe (that’ll be here soon enough) let’s do some mid-year evaluation of your marketing resources in the shadow of the the recent July 4th holiday and the ole’ “red, white, & blue.”
Exercise some freedom of thought by applying the following steps to your marketing content.
Read…Write &…Renew… (think red, white, & blue)
**Read**
Reading your dental marketing copy with fresh eyes could be the key to increasing your second-half profits. Begin to read your promotions with a more critical eye.
Start right now! Pull up your current promotion. Scroll over to your website. Check out your latest blog post, tweet on Twitter, or Facebook page post.
Does each uniquely declare your dental market independence? Do the words suggest that you’re offering something different than every other solution currently available?
Often a business relies on outdated, over-done, over-written copy and expects it to work its magic on prospects and clients. Is it?
Eye the promotions that arrive in your email in-box and your postal mail. Which ones get your attention? What is it about the content that draws you in, inviting you to read further?
Compare it to your A-Level marketing piece. Differences?
**Write**
The keywords and concepts you glean from the vast amount of copywriting you receive via postal mail and email might be good-as-gold to your business.
It’s been my practice to read a market proven promotion such as a direct-mail or online sales letter (I’ve got files and book full of them). Typically I’ll read the same one over and over again for a period of days during a given week. Then I’ll hand write a large portion of the copy word for word on a blank sheet of paper.
This discipline – rote as it may seem – ingrains key concepts and copywriting strategies in my mind (like hitting golf balls on the range…taking batting practice…shooting free-throw after free-throw). Perhaps you’re thinking that’s too much work (but remember this is my chosen field).
The principle holds – establish your dental market uniqueness and independence by schooling yourself in what’s working (and not working) in your industry niche. It serves the process to *write* down what you like about the copy, keywords, how they’re used, etc.
Read…Write…and
**Renew**
Halfway through the year is a great time to renew your dental marketing resources. What profits are you leaving-off-the-table as result of ineffective promotions?
Test a new sales letter, a fresh product case study, an email promotion, your web page copy, etc. against your current ones. You’ll never know if what you’ve been mailing, sending-out, or posting on your website could be improved until you test it. When sales increase (or decrease) you’ll know your renewal efforts and/or costs were or will be worth it.
Apply these simple steps to your business promotions. Declare your independence from your competitors.
That’s the kind of freedom you can take-to-the-bank.
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.
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?
If You’ve Ever Been Duped with Fine-Print (Or Been the Dup-er)…Read This!
If you’ve ever been teased or pranked – you know the feeling. It’s irritating to be duped. And while duped might be a bit strong, it carries the emotional punch necessary to explain what I’m talking about.
Occasionally I receive a mailer with a headline announcing something like a SPECIAL PRICE…etc.The layout and content do their job, grabbing my attention just as it was designed to do.
But…
My careful (yet not so common for many) eye is drawn to the fine print beneath the SPECIAL PRICE offer indicating the rules-of-engagement, so to speak!
Now first of all, I understand the power of headlines – it’s what I do for crying-out-loud! I’m a copywriter! And next, I’m aware of the significance of a strong, compelling offer.
Beyond that…
Maybe it’s personal. And perhaps I’m being nit-picky. And possibly I’ve missed something as I consistently learn from master copywriters to hone my craft.
But I must ask: is fine-print necessary in marketing content?
Fine-print has been around for decades (if not longer) in marketing. The often comical equivalent in TV and radio ads are those fast talking auto commercials (don’t get me started on their absurdity – that’s another topic).
Seriously, if the voice over person runs out of breath explaining the deal restrictions before his/her 15 to 30 seconds are up…what’s that about?
In reality, effective headlines and related offers draw you in…tease you a bit…and compel you to take action. That’s great (even good) copywriting!
Why use fine-print? As if to say – “Oh, by the way you’ll need to do this and that to qualify for our amazing deal…see, it’s written right here…let me fetch you a magnifying glass or find you a pair of reading glasses…I still hope you’ll take advantage of our special offer cause we’d love to have your business…” Are you serious?!
Consider this if/when you must use fine-print…
Sometimes you’re forced to use fine-print due to space limitations on a postcard mailer, for example. If so, make sure your copywriting states or restates the offer and doesn’t hide the facts from the reader.
Qualify the reader’s relationship to the SPECIAL OFFER right up front in an easy-to-read…can’t-miss headline (that’s where it matters most). Save the fine-print for take-it-or-leave-it clarifying content, directions, weblinks, instructions, etc. that naturally follows the headline/lead copy.
Be careful…don’t undermine your marketing integrity.
If you worked hard enough to come up with an offer that compels a response why not include that in your headline and lead instead of giving buyers the “oh-by-the-way” real-scoop in the fine print?
1) Don’t mislead hoping I’ll misread!
In the dental copywriting world, if you’re promoting an “$89 TEETH WHITENING SPECIAL…” Tell them it’s for NEW PATIENTS in the offer headline.
What do you lose by including that fact there instead of something like the fine-print version that might read…
“For new patients only who have not had more than 15 cups of coffee, wine, or other tooth staining beverages in the last six months while vacationing in resorts south of the Gulf of Mexico including but not limited to the Cayman Islands, Puerto Rico, and Antigua…”
Invest the time to come up with an offer that compels and just tell them what it is. Then they can decide. After all, decision is their prerogative.
Which reminds…
2) Don’t decide for them by luring them in your door or teasing them into a phone call to obtain your offer only to leave them hanging when they find out they don’t qualify (because they didn’t read the “real-deal” in the fine print).
Now they feel stupid…and (if they’re not strong willed) obligated! Sort of helps you understand why many distrust advertising, doesn’t it?
I realize marketers (I am one) assume people are smart enough to read the fine print and to know the set up (which I also realize might weaken my case a bit). But these days marketers should also assume something else…
Today’s consumers/buyers are engaged in social media where trust and authenticity rule!
They’re savvy enough to know when they’re being duped. And they’re equally capable of moving on to sellers/marketers who say it simply…clearly…and compellingly (in a first-glance-readable font) and let them make up their mind then and there!
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.