Dental Copywriter

March 21, 2019 Content marketing, Copywriting, Dental content, Dental Copywriter, Dental Copywriting, Social Media, Uncategorized No Comments

One Thing That Will Make Your Dental Marketing Content Different (and Better) Than Most

It happens a lot when consulting with a dental practice or dental business about their webpage copy or other related content. They share a favorite site link or two with me and say, “We want our copy/content and/or website to look and “sound” like this…!”

My review often reveals what’s common with not just dental industry copy, but most:

  • Heavy feature focus (“Latest…greatest…best…”) less emphasis on benefits
  • Full of industry-speak
  • Written to a crowd instead of one person (lack of “you…”)

It takes courage

You must step away from the crowd. Connecting and then compelling your audience requires a new kind of fearless content.

Play it safe.

Sound like everyone else.

And you’ll be another face in the crowd!

Same sounding copy and content produces the same results. It will require more marketing dollars to get attention.

And why?

The online world is somewhat dominated by pay-to-play strategies. Create and fund a strategic enough funnel and you’ll “capture” more leads and potentially more patients and thus increase production.

Sound easy?

It is (in a way) if you have time and cash-flow to invest in it. And we’ve not even talked about the differentiating yourself from the competition and noise they’re creating.

Being different isn’t about being creative

There’s more to standing out from the crowd with your dental marketing than creative, indulgent eye-candy on your website or social media channels.

Being different has more to do with being yourself. Nick Usborne (whose content inspired this post by the way) says,

”You have to find a way to step out from behind the curtain and show yourself. Even when the services you offer are very similar to those of your competition, there is one point of real difference you can turn to.

And that point of difference is YOU.” 1

Filling your copy and content with features and professional sounding language isn’t enough…and frankly, it’s not even close to effective by comparison.

Rising above the dental marketing noise requires being unafraid to let your patients or clients see the real you.

And to see the real you your content has to sound like you!

  • Can they relate to you through your content?
  • Is it apparent that they can trust you through your content?
  • Are they put at ease enough to schedule with you through your content?

And a theme covered a lot on this blog…

If you’re hiding behind someone else’s style, voice, website design, and general content theme you’re missing a most valuable marketing asset – relatability.

Step away from the crowd with more compelling dental marketing copy and content

Write and share content in your own voice

This is the essence of writing like you talk. To do this you must get out of your head.

And to get out of your head requires that you get into the mindset of a patient or client.

  • What do they fear?
  • What’s their desired goal?
  • What’s their motivation?
  • What are their questions?

Your audience searches for you based on your expertise. But they will listen to you and stay with your copy/content when you share your expertise in conversational tone.

Why?

Because online communication these days (and I don’t suspect it will change soon) is everyday, somewhat chatty, and certainly brief and to the point.

Jargon alienates. Industry-speak confuses.

So why waste precious dollars and your audience’s time by numbing them with it?

  • Stop writing like a marketer!
  • Stop writing like a dental professional!
  • Stop writing like an educator!

Instead…

Write like you! Or hire a professional copywriter or content strategist who can tap into your voice and write accordingly.

The results?

Sure, it’s scary and feels like uncharted territory. But you will stand out from everyone else not because it’s easier but because it’s courageous, it works, and it potentially has a better return on your investment.

  1. https://conversationalcopywriting.com/your-own-voice/ ↩
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September 28, 2018 Costs, Dental Copywriter, Dental Copywriting, pricing No Comments

Some Clarity About What Dental Copywriting Costs

It’s typically the first question I’m asked when someone contacts me about my services. And I’ve preferred to answer the “what does dental copywriting cost” question later in our conversation.

I’m reconsidering.

Why the change of mind?

I’ll give credit to Marcus Sheridan. A chapter in his phenomenal book, “They Ask You Answer,” opened my thinking about why cost transparency is essential.

In fact, his findings (and experience) were confirmed through one article about pricing on his company’s website (then the pool industry). It was surprisingly effective.

Getting clear about transparency

Being transparent about pricing isn’t necessarily about a detailed price list. It’s about something more.

I’ve not been opposed to sharing the costs of my services. Yet, it’s typically been a matter of timing (when to share those details).

For example, you might contact me about the cost of webpage copy for your dental practice or dental industry business. Or you might ask how much blog content costs to consistently keep your audience educated and informed.

To date I’ve not had a “price list” on my website.

Rather, I’ll ask a series of questions designed to help me uncover the scope of your project. Such questions give me a better idea of what you’re in need of.

I realize early in our conversation that you’re after affordability based on your budget. And that’s understandable.

I, on the other hand, would prefer to probe a bit. To me, your question, “what does dental webpage copy cost?,” is premature to a core question I ask prior to quoting a fee:

What will best provide value to your dental business/practice/etc.?

“…discussing cost and price is not about affordability, it’s about psychology. It’s about trust.” – Marcus Sheridan 1

Once trust is established…

Everything revolves around trust. And trust is the mindset that drives the pricing conversation forward early in our relationship…or whenever the subject comes up.

I’ll let you in on something…

Though I’ve been doing this for years…I stress a ton over how to price a project.

Sure, projects like writing dental webpage copy or dental blog content are common in my wheelhouse. I’ve written volumes of it to the extent that when you contact me for a fee quote a few key considerations come to mind:

  • Webpage copy is fluid…unlike print copy (e.g. direct mail, a brochure, print ad, media ad, etc). That makes webpage copy a repeatable, easily renewable investment.
  • A dental website that informs and compels effectively will lead to an appointment, a product/service purchase, a longterm patient/client relationship for not one but perhaps multiple friends and family members/colleagues, etc. In essence, its value to your “business” is multiple what you pay me to create it one time.
  • Copywriting is an art that requires unique skills to tap into the mind of the dental-seeking public. To put it bluntly, you can shop online for any warm-blooded person that calls himself or herself a copywriter or content creator…but you will always get what you pay for.
  • I’m a professional copywriter (since 2007) trained in direct response principles by some of the best in the world, with thousands of pages of copy to my credit…and I’ve worked in the dental industry (at a local dental practice)…and my wife is a dental industry veteran…so, yes, I’m around dentistry every day with tons of experience on the table!

So, what does dental copywriting cost?

My answer, though surprising, might be the most helpful one you’ll hear about costs and pricing associated with professional dental copywriting and content creation.

Here’s the scoop…

Dental copywriting and content costs reflect the scope of the project

Scope could be determined by the number of pages, a page’s density (as in how much research is required to produce compelling information), the audience the copy/content is targeting, what’s being promoted or featured, etc.

Scope is important because a project takes on a life-of-it’s-own. You have something in mind but copywriting and content expertise could and probably will uncover levels of value you might not initially be aware of.

In this case, your value-investment increases.

Scope considered, a value-based price range might look like this for common online/digital projects:

  • Webpage copy – $250 to $500+ per page or $1,200 to $2,000+ for a full website
  • Blog content – $175 to $500+ per post or $375 to $750+ (per month packages)

Dental copywriting and content costs are flexible

Fee flexibility can be determined by:

  • Packaging or A la carte preference. For example, you might want a single blog post ($175 to $500+) or monthly blog content ($375 to $750+ per month).
  • An ongoing retainer relationship. These relationships are optimum for maintaining consistency (copy/content voice, service/product expansion, etc) and there-when-you-need-it services (i.e. I’m on your “speed-dial!”).

Keep this in mind when you’re wondering about the cost of dental copy and content. Dental copywriting and content cost conversations can actually be beneficial to your business or practice. And the benefits can be yours whether we establish a fee agreement or not.

Bottom-line: I’m here to provide value. Costs aside that’s good for both of us.

  1. Sheridan, Marcus. They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today’s Digital Consumer (Kindle Locations 959-961). Wiley. Kindle Edition. ↩
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April 26, 2018 Content marketing, Copywriting, Dental content, Dental Copywriter, Dental Copywriting No Comments

Is it a Good Idea to Write Your Own Dental Content?

What’s my gut reaction when a client or someone kicking-the-tires of my services leans toward writing their own dental content?

“Slow your roll…!”

I’m all about going-for-it. Yet, can you really afford a DIY (Do-It-Yourself) approach to dental copywriting or dental content creation (considering available time for starters)?

There’s more to copywriting than throwing some words on a page or screen…hitting publish…clicking send…and waiting for your phone to ring or a contact form to be received.

Sure, I’m biased as a trained, experienced, pro copywriter. I apply my skills in the art of copywriting and content creation with a strategic focus in the dental industry.

This is everything when writing dental content

The reader, more than your knowledge or expertise, is the focus! Think through these questions about copy and content writing…and pause before you answer….

Here’s the essence of what I’m talking about…

Would you say it sitting on a barstool?

When writing imagine sitting on a barstool. Picture yourself in a conversation with a friend, colleague, family member, or someone you just met.

Imagine sitting there…it’s casual…you’re comfortable…they’re at ease…you’re having a simple chat!

The conversation can quickly go one of two ways:

One, boredom sets in. They wonder when the conversation will end. They turn the page or they “click” away from your message.

Or…

Two, they stay engaged. They sit up and lean forward…”Tell me more…I hear you…I’d like some more information…Let’s talk soon…!”

Copywriting and content creation requires proper voice. Otherwise it’s just words (blah, blah, blah…yada, yada, yada).

Keep it conversational.

Now back to the barstool…

Implement these “Barstool” Copywriting Strategies in Your Dental Copy and Content

Write like you talk

Keep it casual and to the point. If you were sitting on a barstool, enjoying a beverage, how would you describe the service, procedure, treatment, or product?

Conversational copywriting:

  • Dials-down the tech-speak
  • Avoids the use of complicated, industry-insider words and terms
  • Isn’t hype-driven or salesy

Make an impression without trying to impress

Will your reader leave the “conversation” remembering the easy-going, comfortable, engaging way you communicated with them?

Good conversational copywriting promotes a tell-me-more feeling. The impression you make can repel people or bring them back for more.

Let the communication process work for you

Content marketing is about building trust…ahead of the “sale” or “buying decision.” If you rely too much on your ability to “Wow” with hyper or confusing creativity you’ll send a less than engaging message.

Trust translates via your conversational tone.

Dress your language less formal and more casual

Good copy and content are comfortable like your favorite jeans, shorts, and t-shirt. If you feel relaxed you’ll communicate that way and your reader will relax too. (Remember the trust factor?)

And get the image of your English teacher out of your mind. Gotta love ‘em. But now’s not the time to stress over “crossing your t’s…dotting your i’s,” losing your mind over sentence structure, or worrying about being ticketed by the “grammar police.”

Sure, the basic rules of grammar apply. Sloppy isn’t the answer.

Instead…

Use good judgement. Be easy to read – remember it’s like a good conversation on a barstool.

What’s easy to read is easy to understand. And what’s understood compels a scheduled appointment, a product purchased, or an idea applied.

Communicate effortlessly

Envision effortless like Tiger Woods driving a golf ball or Steph Curry nailing a three-pointer. A professional’s skill appears second nature, fluid, “invisible.”

Make your writing “invisible!”

Be aware of how your words promote your services or products. Write to showcase benefits and results.

Features entice. Benefits sell!

Pause before you go all DIY on your next dental marketing promotion. Evaluate your dental copywriting and dental content using the “barstool test.” Your results could depend on it!

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content marketing influence
March 4, 2016 Content marketing, Dental blog, Dental blogging, Dental Copywriter, Dental Copywriting, Dental Industry, Dental internet marketing, Digital marketing, Marketing dental services No Comments

How Influence is More Vital Than Ever to Your Dental Content Marketing Strategy

Election season. You love it or hate it.

Wherever you affectionately land there’s more to the process. The same is true for having an online presence for your dental practice or dental industry business.

I don’t blame those who are a bit disinterested or jaded about American politics. And I’m not here to “stump” one way or the other.

My better point: the right to vote (however you feel about the current stable of candidates) is a privilege of citizenship. It’s a right granted you and I as result of our country’s fight for and preservation of freedom.I

What comes with the “territory”

Rights and privileges are worth protecting. Better is their ability to be used or maximized to their fullest potential.

You don’t have to agree with everything or everyone. But you do have a cause to act.

Action is the energy of your online dental marketing efforts. Succeed or fail, “casting-your-vote” is the essence of the privilege associated with having a piece of territory on the internet.

Sure, it’s a massive space. And you’re one among the billion or so.

Daunting. Yes.

But it comes down to one thing

Value. Not everyone who owns a piece of cyberspace uses it deliver value.

You? Me? I count myself among the value-delivery crowd. And hopefully you do as well.

No, not every blog post, Tweet, newsletter, email, or shared article is a world-changer. But I do approach it feeling as though I deliver something my growing “tribe” will read and be helped by.

And frankly, for starters, that’s enough!

Whatever you do online…do this as consistently as possible.

Create, Deliver, and Share Valuable Content

Increase your influence

I have a client whose influence as a consultant is on the rise. Why?

She recognizes the value, scope, and scalability of hers and her organization’s influence. The weekly content I help her create provides value to a segment of her industry target.

Notice I said, “segment.” You won’t influence everyone.

Focus on a niche within the greater industry universe you occupy. Tap into their pain, problems, and search for relevant solutions. Write, broadcast, email, market to that…consistently!

Showing up on their consciousness “radar” on a regular basis will nestle you into their thinking when they need the help you provide.

Online search these days revolves more and more around your intent. What kind of intent?

Your intent to help. Your online presence that’s branded, so to speak, with a particular library of useful content.

Invest in your influence

Desiring to have influence and being able to consistently deliver on that desire are two different things. For example, as a copy/content writer and content strategist I’m an investment to my previously mentioned consultant client.

I collaborate and create content for her “brand.” She has invested an amount of her marketing stake in my skill to research and write content.

Many dental professionals, dentists, and dental industry business owners desire to expand their influence. And they take a step into the content marketing sea.

Then they become weary. Why?

Consistent content curation, content writing, and content publishing takes time. For most, it’s time you as a professional do not have.

Outsource content curation and creation to other skilled professionals. Locate a go-to copy/content writer, resource them financially, and set them free to consistently stoke your influence via your brand’s content.

Your name is still the one in lights. The content shines on your behalf.

It’s a better approach than a random blog post or digital article here and there. Consistency reveals that you’re dialed in, available, and in tune with your “audience.”

And the quality is also no longer an issue. Although being there with consistently, useful content holds the top spot.

Influence transcends many things. And I’d have to agree that (given the current season where I live) politics is one of them.

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features and benefits
February 4, 2016 Content marketing, Dental Copywriter, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Digital marketing, Marketing dental services, Marketing dental supplies, Marketing to dentists One Comment

Is This Obsession “Killing” Your Dental Marketing Content?

An obsession. You probably have one (or more).

I do.

Relax. This isn’t confession time.

But I will confess to one thing. I’m obsessed these days with helping dental website owners and developers end their obsession with feature-heavy content.

Features have their place. Actually, they have one strategic purpose…and overuse isn’t one of them.

My so-called, “rant” is valid these days. It’s a “sore-spot” with me primarily because I’m still recoiling from related (“You didn’t tell people how great we are…”) push-back on a client’s web page copy I recently shipped (it’s not the first time and probably won’t be the last).

Let’s define what I mean by “features.” They are any aspect or related wording that describes your product or service.

Think color, clarity, class, or construction. Features are the easiest to spot and “spin” when writing copy.

Typically, feature-intense writing requires less creative energy. Why?

You’re merely describing what’s in front of you or how you want your reader, buyer, customer, client, or patient to see your product/service.

Features are easy to recognize because they’re commonly accented with words like “state-of-the-art,” “cutting-edge,” or any word ending in “-est” (e.g. “latest,” “greatest,” “best,” etc).

The comparative truth about features in your copy/content

Features have their place. Where?

Alongside compelling benefits.

Features appeal to your patient’s or client’s logic. Benefits connect your patient’s or client’s emotional desire with your product or service.

Compel a response with BENEFITS.

Then…

Rationalize their decision with FEATURES.

Copywriter and author, Bob Bly, shares a classic illustration of the Feature-Benefit issue in his book, The Copywriter’s Handbook.

“Features and Benefits of a #2 Pencil

Feature: The pencil is a wooden cylinder surrounded by a graphite core. Benefit: Can be re-sharpened as often as you like to ensure clean, crisp writing.

Feature: One end is capped by a rubber eraser. Benefit: Convenient eraser lets you correct writing errors cleanly and quickly.

Feature: Eraser is attached with a metal band. Benefit: Tight-fitting metal band holds eraser snugly in place – so you’ll always have an eraser when you need it.

Feature: Pencil is 7.5 inches long. Benefit: Long length ensures long writing life.

Feature: Pencil is 1/4 inch in diameter. Benefit: Slender shape makes it easy to hold and comfortable to write with.

Feature: Pencil is a #2. Benefit: Graphite core is blended so that it writes smoothly , yet is crisp and easy-to-read.

Feature: Yellow exterior. Benefit: Bright yellow exterior ensures that it’s easy to spot on a messy desk or in a crowded drawer.

Feature: Sold by the dozen. Benefit: Sold in a convenient 12-pack so if you lose one, you don’t have to run to the store for another. Also, more cost-effective.” (pp. 59-60)

Understand that features have their place in your content. But ultimately, the “selling/compelling point” is the benefit.

How to Turn Your Obsession with Features Into More Compelling, Benefit-Focused Content

For every feature – think benefit

Review Bly’s #2 pencil illustration. You’ve held a pencil, placed a pencil behind your ear, chewed on a pencil for years, right?

And you probably didn’t give thought to the benefits listed in the example. But they are present nonetheless.

The task of your copy/content is to uncover the hidden benefits, expose them to your reader, and compel them to take action as result. This is the hard work of copywriting.

  • Train your senses to see, hear, smell, touch benefits. View your products/services through a sensory lens.
  • List every benefit you can think of for the product/service you’re promoting. Build your content around them.

Refuse to list a feature in your copy/content unless it’s accompanied by a compelling benefit.

Ruthlessly eliminate feature-fluff in your copy. I’ll go so far as to say that using fluff words (”state-of-the-art,” “cutting-edge,” etc) is the lazy approach.

Again, it takes work to uncover and craft content around benefits. Then apply the extra effort to rationalize them with features.

Ask why your newest equipment, service, product, etc is “state-of-the-art.” How does that “fluff-wording” translate to a compelling benefit? Write to that!

Get emotional.

Compelling copy grabs your reader’s emotions. It’s not only about tears and fears (though those are strong emotional responses).

The better part of emotions involves painting a picture for your reader. It’s guiding them to see themselves using, benefiting from, and being changed by your product or service.

A feature gets their attention. A benefit compels a decision.

  • Think like your reader/client/patient. What would you feel, sense, believe about the product/service?
  • List the emotional triggers that your product/service touches on. Attach a benefit to that emotion.

Get obsessed about your copy/content. But make sure there’s a benefit.

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