Dental internet marketing
3 Questions Dental Web Copywriting Must Answer…or Else
Picture a large sports venue with a seating capacity of 40 to 50,000. Put yourself as a dental marketer or a dental service provider in one of those thousands of seats.
The stadium announcer booms out (Why? I don’t know. But stick with me…), “This just in…a local dental practice seeks a substantial supply of (your specific product or service). If you provide (your specific product or service)…stand up!”
Picture nearly 10,000 standing!
A strange but somewhat realistic analogy when you consider it alongside what happens countless times a day online. The bigger question – how do you stand out in a crowd that numbers significantly more than 10,000 (relative to the average Google web search).
I’m a dental copywriter. I’ve narrowed my attention to those who provide products and services to the dental industry.
When I set sail in this niche my first online research process produced nearly 40,000 companies who’ve tagged themselves “dental supply” companies. That’s a lot of companies vying for the attention of thousands more who rely on the supply chain they represent. Think about it!
How do you get online attention…and keep it?
Producing attention-getting and attention-keeping web content as a dental marketer and/or dental service provider deserves your utmost attention! I recommend the following three tips from web copywriting expert, Nick Usborne, for attention-deficit websites.
3 questions your web content must answer to get and keep attention:
1) Who are you?
Getting to the core of who you are – as a business or service – helps you get more attention. Remember there are potentially hundreds – if not thousands – in the same or similar business as you.
But…your business-DNA is unique. You must differentiate yourself and get attention away from the pack.
Usborne encourages the simplicity of narrowing your biz to the core (benefits) through writing a 500 word (or less) article on your business, product, or service. This exercise funnels the related details into an easy-to-read format.
2) Who do you exist for & how?
The point of your business or service is to provide benefits. So envision – whoever that end-user is – actually using your product or services.
Usborne invites writing 10 user scenarios involving 10 different people (e.g. how does your product or services benefit them, what will they experience as result, etc.). This *power of 10* approach highlights the real reasons people do business with you – why you exist!
And finally…
3) What’s your business…in a nutshell?
Attention spans are short…especially when potential customers and clients surf the web! You must maximize your time and theirs. It helps to crunch-down who you are and what you do into a concise few words.
Nick Usborne says the core of your business is best expressed in 10 words or less. Write them down. Refine them. Then, keep those words accessible (in your mind) at all times as a *tagline*.
Give your dental business and dental services a front row seat. And position yourself to land the attention of countless web surfers by applying these online content tips.
Contact me about narrowing your dental marketing strategy and dental web copywriting to an attention-getting core! Case studies, online articles, and social media are an excellent way to stand-out in the crowd of dental marketers and dental suppliers.
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…?