Dental Business Archives - Page 9 of 11

Dental Business

June 2, 2011 Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental industry case studies, Dental marketing strategies, Dental product case studies, Social Media No Comments

How to be known as an “industry expert”

“What do I really have to offer the industry or more specifically – the niche – I work in?” It’s an important question that forces me to inventory the benefits I deliver.

This week I’ve been writing and editing a report that I’ll deliver FREE to my prospective client list. There’s an important reason I’m doing this…and why you might consider doing the same on a routine basis.

Why a special report…case study…or white paper is an important tool in your marketing toolbox:

>It encourages “expert” status.

Not everyone and certainly not even a large number of people know what you know. And if even if they do -who’s taking the time to put it in writing.

Frankly, writing scares most people. Or the few who do take a shot at it, start a document in their word processor perhaps never to return to it.

When you put your insight, knowledge, and skills out there you set yourself up as a go-to service provider. When an issue or challenge arises that your content addresses – in even a remote way – guess who comes to mind.

Thinking yourself and your services as “expert” isn’t arrogant. In fact, it’s more self-centered to hold on to your knowledge base – think about it!

>It puts you on the solution-side of the marketplace.

Talking-heads in today’s media numb us to the real issue – “how do we fix this?” If as much time were given to solutions as is given to pointing out the problems mainstream media would lose a substantial amount of “voice” and many bloated pontificators would be speechless.

It’s easier to focus on problems…on what needs fixing than it is to dig in, roll up your sleeves and do the work.

A steady stream of information that you publish – full of solutions to common market and industry problems – will give you “voice!”

Get to know the problems, issues, and challenges facing your particular niche/industry. Follow the social media feeds within your industry. Subscribe to industry blogs. Read comments. Engage others via your comments.

Create an idea file of common and current problems you discover. Do some extra-mile research and write some tips for solving the issues at hand.

Your opinion and insights count just as much as anyone’s. And putting your thoughts out there gives you a stake in helping solve some issues for your constituents.

>It gives you content to repurpose again and again.

Social media is about content delivery. Throughout the day I send tweets and Facebook posts to my Evernote account. I’ve developed a reference library that I can tap into any time and any place. And the reason is due to the content others unashamedly publish on a consistent basis through social media.

Again, being a solution-content source is a top reason to be a consistent info publisher. Once you’ve produced even one 10 to 20 page report-like document you can repurpose it a piece at a time and have months of content to send out via Twitter and your Facebook page.

What keeps many from jumping into the social media zone (or thinking it’s a waste of time and energy) is lack of shareable, useful content.

Having a report, white paper, or case study densely packed with beneficial content in your marketing repertoire gives you a well of information to share with others. And contrary to what you might believe – people really do hunger for information especially the brand that provides solutions to their problems.

Give yourself some credit for what you know. And get it in writing.

Special reports, case studies, white papers, social media content, blog posts, enewsletter articles are among my copywriting expertise. Don’t keep your expertise under-wraps. Contact me today to write yours!

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 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 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 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.