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Dental Copywriter

May 31, 2011 Dental B2B, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email autoresponders, Dental email promotions, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

How to Clean-up Your Copywriting for More Profitable Marketing

My wife gets the urge, on occasion, to have a garage sale. So we teamed up with a couple of neighbors on either side of us (one of them did the advertising so it was a nice way to piggy-back on their efforts) to unload some of our stuff.

For those in other cultures, or perhaps the unfamiliar – a garage sale isn’t a literal selling of one’s garage. On scale, a garage sale is typically much smaller than the commonly understood estate sale. And (if I could go so far as saying it) is a bit more sophisticated than a yard sale.

Aside from the few dollars of “fun-money” you earn (one summer we actually paid for all of our vacation road meals for our family of four with our earnings) a garage sale provides a good excuse to clean and sort.

It’s important to get rid of the clutter.

How cluttered is the copywriting used to market your products and services? A thorough cleaning before you unleash it to your niche market will sharpen its impact. And that translates into more earnings!

Here’s a 3-step “copy-cleaning” process I use and recommend:

1) Read your promotion aloud.

You get a feel for the voice, tone, and emotional connect-ability when you actually hear it read. And here’s the deal with reading it aloud…

If your writing doesn’t sound like you’re talking to a friend, it’s NOT good copy! Copy that connects – whether it’s a sales letter, web copy, an email promotion or autoresponder, a case study, or a social media feed like a Twitter, Facebook page, or blog post – needs a conversational voice.

2) Let others read it.

A fresh or different set of eyes and ears is an effective copywriting test-drive. It helps too when you allow someone (if possible) in your content’s target/niche market to read it.

For example, if the marketing content is targeting the baby-boomer market niche, find a reliable baby-boomer aged person to read it. If it’s targeted to a female audience, by all means have a female read it.

The extra eyes and ears can sharpen the focus and sound of your copywriting.

3) Proofread every sentence of your promotion – from the bottom up!

Yes, you read that right. The bottom-up approach helps spot misspellings and unnecessary words easier than merely reading it top-down.

You’ll miss a few here and there. But the bottom-to-top idea gives you a less routine and even more efficient way to proof the copywriting before it hits your market.

Clean copywriting helps increase the crystal clarity of your marketing approaches. And I’m close to certain you’ll earn more in the process than just a little extra fun-money when you get rid of the clutter!

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

Put super-power ability to work in your marketing

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

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

“On-task?”

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

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

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

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

Response could also describe…

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

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

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

And yes, it’s intentional!

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

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

A super-power ability.

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

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

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

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

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

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

Should we be talking…?

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

The Voice and your copywriting tone

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

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

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

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

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

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

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

Direct response copywriter, Paul Hollingshead, suggests…

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

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

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

Be conversational.

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

Keep it casual.

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

And speaking of emotions…

Connect emotionally.

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

Find your voice and your market will listen!

April 13, 2011 Dental B2B, Dental Business, Dental Copywriter, Dental Copywriting, Dental email marketing, Dental email promotions, Dental Industry, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Is Your Marketing Content Stealing Your Profit?

Talk of the economy depresses, bores…or empowers (for those not so inclined to believe the sky’s falling every other day). Economy themed communication typically surrounds money, investments, foreclosures, etc.

But…

There’s another realm where an economic forecast could be profitable to your dental industry services.

Being called upon as a copywriter to communicate in writing on a regular basis I’m tuned-in to the economy as well…the economy of words, that is.

When communicating – whatever the form – it’s necessary to maximize your words without minimizing your message. And most bankrupt their intended message through poor word management.

How Word Economy Adds Value to Your Dental Industry Marketing Strategy

Add the term “economy-of-words” to your dental marketing vocabulary. It’s a a fundamental principle for effective copywriting and marketing content.

In business, words add value. But the right words increase your profit and improve your bottom-line. As a professional copywriter I diligently study my craft to understand and utilize the persuasive, compelling power of words.

I know how the right words (e.g. in dental marketing) can lead to more clients, improved client relationships, and the bottom-line – increased business and sales. In an article I read by veteran copywriter, Bob Bly, he asked this question…

“What words sell best?”

Let’s apply his question:

1—Consider the copywriting/content in your dental marketing resources and/or informational products.

Think web pages, enewsletters, email promotions, brochures, product info packets, print newsletters, direct mail, ad copy, etc. Even social media content too (Twitter, Facebook, Blog). Are these a mere afterthought, “micro-waved leftovers”…or a strategic element of your business?

2—Ask yourself and those responsible for your marketing resources 3 important questions.

>Is the copywriting/content you currently use enhancing your image and improving your profit picture?

>Is it an accurate reflection of who-you-are

>Are you measuring its effectiveness?

3—Take necessary steps to improvement.

Does it need re-crafting, editing, or a total re-do? If so, get after it!

Economic decisions matter – with dollars and words!

April 12, 2011 Dental B2B, Dental Copywriter, Dental Copywriting, Dental Industry, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Can You Cut-to-the-Chase?

Working as a copywriter I’ve learned that simplicity rules. I often post about being conversational in your copywriting – whatever you’re promoting (I realize some industries require a more technical…perhaps formal approach but generally speaking, casual rules).

Akin to simplicity is not going to-the-moon-and-back trying to make your point. The USP (Unique Selling Proposition) does the trick – helping your stay on target. It answers the question, “what makes this product/service outstanding…unique…over-the-top among competitors…?”

When creating your dental marketing promotions, it’s essential that you cut-to-the-chase. It means knowing what the compelling message is.

A compelling message simply stated will do more for your promotion than driving your compelling message all over the map with useless words.

3 Ways to Create a More Compelling Marketing Message:

1) Ask yourself – “what’s the ONE-THING I must communicate?”

Clearly there are numerous facets and angles to highlight when it comes to your product or service. Too much info (TMI) will lead you away from the *big idea* you desire to communicate.

Choose ONE (big idea) and build your wording around it. You’ll be surprised how much information gets attracted by your commitment to be clear about that ultimate…unique aspect among all the others.

2) Be unafraid to leave a few-things-off-the-table.

As with conversations, copywriting means prioritizing what you intend to communicate. Don’t get me wrong, I enjoy unfettered, boundary-less moments of conversation – when you can just talk wherever the moment leads. Though…with written promotions you’ve got seconds (yes, seconds) to keep the reader engaged.

Roam down an irrelevant path and you lose attention. Write what’s essential to the moment. There are exceptions, of course. But, develop fearlessness about what didn’t get said – you’ll have your opportunity if you stay focused from the get-go.

3) Read it one more time before you’re done.

I’m not advocating the endless edit here. Trust me, I can be the *Monk* of obsessive-compulsive copywriters…fearful that one more tweak here or there will lead to perfection.

Forget perfection! Think…but not too much! Let the words cook for an hour or two…perhaps even a day, if your deadline allows.

Read it casually before you call it done. This simmering…final review might (and occasionally does) reveal a gem of an edit that will send your writing over-the-top.

There’s more to be said on this topic…but I’ll keep is simple…for now.

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April 11, 2011 Dental Copywriter, Dental Copywriting, Dental Industry, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Would You Say It Sitting on a Barstool?

Does your dental marketing message make sense? Is it rising above the noise in today’s marketplace?

I’m referring to the impact of your product(s), services, or ideas.

As a professional copywriter it’s essential that what I create on paper or on the monitor connects. Clients pay me for the connect-ability of my writing to their target audience and market. When it connects, people buy, use their services, make an investment, etc.

After all, the essence of marketing is connection – making the sale – however you define “sale.”

Take a look at the words used to get your dental industry service point across. Word quality is important. But consider this – so is tone, quantity, and let’s not forget delivery.

Occasionally, I’m paid to talk (nearly 30 years of speaking experience). And I’ve discovered that writing is basically talking on paper or via the computer monitor.

Conversations, whether speeches or content on a page or screen, go one of two ways: people get bored and think – “when is this person going go shut-up…,” they turn the page, or they *click* away from the website.

Or…they stay engaged – “tell me more…I’m listening…give me more information…let’s talk again soon!”

Your marketing approaches keep the conversation flowing or they’re just another piece of paper, a website or talking-head voice. Remember how Charlie Brown’s teacher sounded in the classroom. You never heard an actual voice. All you heard when ole’ Chuck or a classmate asked a question was “wah-wah-wah-wah-wah…” Seinfeld’s George Costanza would say, “Yada…yada…yada.”

Writing requires proper voice or it’s just words (yada…yada…wah…wah…wah). For maximum impact, evaluate the words you use to market and promote your dental services, products, etc.

Here’s the big idea: keep it conversational. When writing imagine you’re sitting on a barstool in a conversation with a friend, colleague, family member, or someone you just met. You’re sitting there…it’s casual…you’re comfortable…they’re comfortable and you’re just having a chat.

Five “Barstool” Copy Tips:

1–Write like you talk.

Imagine a casual moment, sitting on a barstool. If you were telling someone about your company, product, service, or idea, how would you describe it? Would you go all technical on them? Would you use big, industry words only you and a few others understand? Would you explode into a hype-driven, sales-y tone? Or would you just talk?

2–Make an impression without trying to impress.

When the person you’re talking with leaves the conversation will they remember you more for how impressive you were or will they recall the easy-going, comfortable nature of the dialogue? Would they say, “Let’s talk again soon…” or think, “Could we do this again say…during the next solar eclipse…” The impression you make brings people back for more.

3–Let communication work for you.

The goal of marketing is the sale (the impression). Merely impressive marketing efforts may or may not achieve that goal. Given the choice of being impressive or making an impression, which would you rather have in terms of the bottom-line?

4–Dress your language less formal and more casual.

Some are more comfortable in a suit, others in jeans. There’s a time and place for both but good content is comfortable like your favorite jeans.

When writing most can’t get the image of their English teacher out of their mind (I know…thanks for reminding you). You stress over crossing all your “t’s,” dotting all your “i’s,” watching your sentence structure…and don’t eeeeven get me started on grammar.

I’m not saying “slang-it-up,” get lazy or sloppy. What works on the barstool – formal or casual? Use good judgment. What’s easily read gets remembered. And what’s remembered gets purchased, used, or applied.

5–Communicate effortlessly.

Envision Tiger Woods teeing off…Kevin Durant taking the ball to hoop or sinking a 3-pointer – effortless! The skill appears second nature, fluid. Make your writing invisible.

Be aware of how writing about your product, service, and business gets in the way of the benefits or the intended result. Remember – features entice. Benefits sell!

Give your copy and dental marketing approaches the “barstool test.” Evaluating the copy/content and applying these tips to your biz communications could be the difference between increasing or decreasing profit.