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Dental industry case studies

July 21, 2011 Dental B2B, Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email promotions, Dental Industry, Dental industry case studies, Dental marketing strategies, Dental product case studies, Dental social media, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

How to Make Your Dental Content “Sticky”

I walked across our kitchen floor a few days ago and experienced that somebody-spilled-something-sticky-feeling on the bottom of my bare feet. Ever done that?

That’s bad-sticky! But when we talk about sticky-content…that’s good-sticky!

Speaking of sticky – do you know the story of the Post-it® Note? You know, those little yellow notes we can’t live without!

The Post-it® Note was invented as a solution without a problem (yes, you read that right). It was created by Dr. Spencer Silver, who happened to develop a unique, re-positionable adhesive. But (at the time) the 3M scientist didn’t know what to do with his discovery. Six years later, one of Dr. Silver’s colleagues, Art Fry, remembered the light adhesive when he was daydreaming about a bookmark that would stay put in his church hymnal. And as they say – the rest is history.

Today, the Post-it® Brand boasts more than 4,000 unique products. It’s become one of the most well-known and beloved brands in the world.

Content Stick-ability!

Most content exists for a simple reason. Consider your products and services. Why do they exist? For what purpose were they created?

Whether it’s offline or online marketing content or social media content that links back to your website, a landing page, or a blog post – your content must be evaluated by a simple analytic!

Max Lincoln Schuster said, “Never forget that people never buy things or services…they buy solutions for their problems.”

Solutions…without problems

Back to the Post-it® Note story. Recall the subtle result of its invention – “The Post-it® Note was invented as a solution without a problem.”

Marketers, copywriters, content creators and curators, bloggers, social media writers and users must remember – not all that’s written or created solves something. And if that’s the case our content becomes just more “word-noise” in an increasingly noisy universe already overloaded with information!

I’m passionate…no, I’m OCD (with respect) about relevance. I have a background in church leadership and hours of writing and public speaking experience in that venue. I was driven then – and still am – (come “hell-or-high-water”) to find and provide practical…actionable principles in what is typically irrelevant to modern life and culture.

When problems and their solutions often elude the masses, why create something that’s irrelevant? It’s like the proverbial carrot-on-a-stick (available but out of reach) to our readers, clients, etc.

How to be a solution-source through creating “sticky” content.

>Listen

The phrase “you’re talking so much…I can’t hear what you’re saying,” applies. In today’s marketing-numb culture it’s profitable to listen. If you want the most ROI on your social media, online marketing, email promotions – whatever it is – develop a new bias…LISTEN!

Cup-your-ear to not only your customer feedback surveys but also your social channels. TweetDeck, HootSuite, News feeds, etc. can help you keep your-ear-to-the-groundswell of chatter about any industry niche – including your specific dental business niche.

Dental suppliers, dental manufacturers, dental practices, dental continuing education, dental publishers, dental marketers, and dental consultants are talking on social media. They’re promoting and they’re engaging there. Start listening.

>Leverage

Here’s where things can get sticky (in a good way). Content that’s sticky with problem-solving quality is your leverage point. If you’re listening to your industry and what they’re talking about – from patient to promotion – you’ll get a good idea about problems that need solving.

Become a problem-solving rock-star by using case studies, whitepapers and articles. Use some link-leverage by linking (more on that in a moment) back to blog posts via your various social media channels (Twitter, Facebook, Google+, LinkedIn, etc.).

You have more leverage (and the potential for it) than you think!

>Lift

Lift happens when you engage your “followers” and “friends” beyond the one-way conversation of content, content, content! And engagement happens when others retweet (RT) or mention your content to their “tribe” of followers and friends.

It’s called “social” media for a reason. Anti-“social” behavior gets sniffed out as fast as spam in your inbox!

Lift your stick-ability by lifting others and their content. Be generous with RT’s (retweets on Twitter), @mentions, #hashtags, #FollowFriday “love,” comments on blog posts and articles, “Likes” on Facebook pages, “Circle-friendly” behavior on Google+, and linking back to others’ (even competitor’s) quality content.

Let these tips “stick” as you’re creating problem-solving…solution-oriented content. Even better write them on a Post-it® Note and stick it…somewhere you’ll notice when creating content.

And if you want some help – contact me to create some stick-ability for you (I promise I won’t leave a sticky mess…like on my kitchen floor…oops, maybe that was my-bad!).

July 12, 2011 Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental Industry, Dental industry case studies, Dental product case studies, Dental social media, Marketing dental services, Marketing dental supplies, Social Media One Comment

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?

June 28, 2011 Dental Copywriter, Dental Copywriting, Dental Industry, Dental industry case studies, Dental marketing strategies, Dental product case studies, Dental social media, Dental web content that works, Marketing dental services, Marketing dental supplies, Social Media No Comments

Vintage Copywriting: How to Re-Purpose Your Dental Marketing Content

In my mid teen years my Dad bought an older house to salvage the lumber, brick, and stone for use to remodel our new home addition. I remember, as we speak, pulling what seemed like millions of nails from the lumber that would be re-nailed into flooring, wall studs, etc. in our new house.

The occasional reflection reveals not only my dad’s innate resourcefulness but also his wisdom. Nothing against buying or selling new. But sometimes the ever-popular and now trendy vintage approach works too!

From jeans to cars to jewelry and (in our case) home building/remodeling – vintage is cool! And the cooler thing about vintage: something always will be (think about it).

My dad’s vintage-housebuilding-resourcefulness got me to thinking about copywriting and marketing content. There could be vintage value going unused in your dental product and dental service promotions.

Here’s a few how-to insights to recover and reuse some of your dental copywriting and dental marketing content:

>Deconstruct your testimonials.

Survey quotes and satisfied customer/patient testimonials work.They’re a way for prospects, leads, and potential clients to “kick-the-tires” – so to speak- without a commitment.

Try deconstructing a few of your recent, best testimonials and reconstruct them as a case study. A case study takes the client’s experience up-a-notch by showing how your product/service solved a problem.

Julie Borgini, a copywriting colleague in the software and high-tech industry says, “Case studies are short articles that describe how companies solved a challenge with a product or service. It’s a simple and effective way to talk about your company and its services, and how they apply in a concrete way to potential clients. Think of them as a before & after picture of a situation your company faced.”

>Recycle blog content.

If you blog about your services (and I highly recommend you do) you’re sitting on a gold-mine of recycle-able content. A simple blog post can be re-purposed as an e-newsletter article, one among several chapters in a special-report you offer free to your client list, or social media posts you link back to via Twitter or your Facebook page.

>Renew web page content.

Your existing web pages may need the demolition crew…but maybe not! Consider a site-audit first!

A website audit can determine if your keywords and SEO (Search Engine Optimization) are up to speed. You’re leaving profit on-the-table if you built a website with the latest flash technology and graphics thinking that’s the answer to increasing site traffic.

You’ll be amazed at the simple tweaks a site audit will provide. And once those few edits are implemented you’ll be equally astounded at the increase in traffic and Google ranking potential.

Sometimes a little sweat-equity uncovers some still usable resources.

And another thing…the older I get the wiser my Dad becomes. Thanks Dad for a memory and lesson I’m bound to get more mileage from.

June 8, 2011 Dental B2B, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental industry case studies, Dental product case studies, Dental web content that works, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

What’s unique about you?

My wife and I enjoyed dinner and good conversation with a friend last evening. Part of our conversation was about the value we bring to our work and the opportunities the marketplace gives us.

Our friend is pursuing new job opportunities (and I happened to renew/write her resume – another value-add benefit of knowing effective copywriting skills). Though she’s transitioning back into a different field she’s able to transfer many if not most of her skills and passions into this new venture.

Most businesses and organizations – like individuals – have transferable benefits. It’s essential to remain ever-aware of those benefits and highlight them as much and as often as possible.

Isn’t that part of what marketing does?

When I’m writing an email promotion, an online or print sales letter, an email autoresponder series, a case study, a client’s blog post…even an individual’s resume (as with my friend) – I focus on the transferable benefits of the business’s product/service to a particular solution their prospects/clients seek for solving a problem.

What value do your products/services deliver to your market?

Consider what your top-level clients/customers are saying about you. Listen to their feedback and survey comments (you are asking for this…right?). Between the lines of what your clients tell you is “gold” you can mine and use in your marketing content.

How do your unique benefits stack-up next to others in your market?

This isn’t a question of one-upmanship. In fact, I encourage being so focused on your own unique-selling-proposition (USP) that you seldom (if ever) fall into the trap of comparing your marketing value to that of others. But it does help to know what’s working and not working for those with similar or same product/service solutions.

Live and learn…then develop your unique benefits to deliver to the marketplace. The more uniquely specific those benefits – the better!

Our dinner conversation gave me some valuable food-for-thought. Go…serve-up some value to your market today!

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 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…?