Dental marketing strategies

November 8, 2019 Content marketing, Dental blogging, Dental content, Dental marketing strategies, problem solution content No Comments

How In-the-Moment Content Can Increase the Perceived Value of Your Dental Marketing Strategy

It should be as simple as well…answering a question. After all you’re the dental expert.

But the big question is…

Through your dental marketing…are you talking and no one’s listening?

Inquiring minds want to know…when they want to know!

It’s typical to create content that’s on-brand. You know, the “we’re a dental practice so we assume you want to know about flossing…cavities…toothaches…yada yada…”

Fact is, your website visitors want to know that.

But how you frame those questions and create content around them is the key.

For example, consider how you search the internet.

You’re out and about. You want to know where to grab a quick taco that’s not fast food…rather a higher quality…trendy brand of taco.

You reach for your smart phone. Then you type in the search bar or speak into your voice search feature – “Where can I get a good local taco?”

Answers pop up in-the-moment!

You scan the list. The first or second search result delivers…you click the location icon and off you go.

It took a moment and hopefully that moment delivered some taco flavored deliciousness.

They’re asking but are you answering?

Let’s shift to dentistry, shall we (though tacos are tempting)?

Patients have one thing that you’re either capitalizing on or ignoring.

Questions!

  • “Why do my gums bleed when I brush?”
  • “What does a dental implant cost?”
  • “Is flossing really necessary?”
  • “How does professional teeth whitening compare to DIY whitening?”
  • “Are root canals painful?”
  • “Should I have my teeth extracted and get dentures?”

You could fill pages with patient questions…right?

Here’s another big question?

Are you answering these questions and the countless others your patients or the dental seeking public are asking…in the moment?

There’s that word “moment” again.

Why the in-the-moment content matters now more than ever

Mobile technology has radically transformed how we access information. Lounging on our couch, lying in bed, walking down the street, riding in the backseat of an Uber…you name it…we want and get instant access to information.

Your patients and potential patients are doing the same when a dental issue occurs.

Maybe it starts with a late night toothache, a lost crown during lunch or dinner, following a news story about the latest DIY orthodontic procedure, etc.

They want an answer in the moment!

They probably won’t go to your website.

And if they do…they aren’t interested (in that moment) in flashy, cool-looking graphics, where you went to dental school, how many CE credits you’ve logged, or your latest-state of the art technology.

In the moment…they want an answer to a painful or emotionally charged dental question.

Here’s where your website delivers…or fails them…

  • First, do you have a page that dominates their momentary site visit…as in your blog/article page?
  • Second, and perhaps most essential to this discussion, does it answer relevant questions in a crisp, conversational, and informative way that will compel them to contact you for a solution?

Be present in their moment and they’ll perhaps give you a moment of their time!

How to be in-the-moment so your dental patients will bring their questions and problems to you

Stop talking…start listening

Marketing a service or your latest promotion makes it easy to “talk.” But before you talk it’s more important that you listen.

Communication happens as result of a two-way connection. Listening enables you to position yourself as a connected resource to your patients.

  • Leverage your chair-side conversation themes into a list of topics. That is, decipher what your patients are asking, struggling with, experiencing, etc. While you’re making chart notes click open a document and log those comments and questions while they’re fresh.
  • Listen with content in mind. Consider how you can turn a consistent amount of patient questions into valuable content via your blog, YouTube channel, or other social media platforms.

Position yourself as a “teacher” not merely a dentist

Teachers “boil” complicated, stuffy information down into an easy to understand, practical, and “snack-able” format.

You’ll need to step away from dental-speak. The ego boost isn’t worth the blank stares of your patients who would prefer you deliver the insight in their “language”…in the moment.

  • Create content with a conversational tone. Write like you speak.

”Good writing is good thinking clearly expressed.” – Michael Masterson

  • Find your “voice.” Your patients will trust you as you communicate like you’re talking to a friend not a colleague.

Increase your influence by answering real questions with useful, solution-oriented content.

Seeing yourself as a “teacher” leads to a position of influence. Your content platform keeps your influence “evergreen.”

This type of content isn’t dated, rather it’s useful today…and two or more years from now.

Dental questions can vary patient to patient. But the general theme of their questions, problems, and desired solutions rarely change.

Your content provides ongoing influence via the internet when you’re on-topic and on-task as a dental influencer.

Remember…in the moment content is easy to access, easy to understand, and equally easy to act upon.

  • Create content that’s question-problem-solution focused.
  • Confirm that your content is readable on-the-move. Mobile-friendly is a must. Short, crisp sentences along with scan-able, actionable, benefit-focused sub-headings and bullets increase readability.
  • Compel a response with a clickable-link that redirects them to take action – “Message us here…,” “Schedule a consultation now…,” etc.

Moments come and go. It’s essential that you’re in the gap ready to answer and solve what’s on the minds of the general population and your patients.

You can’t afford (these days) to let the moment pass.

And speaking of…don’t let a moment of “evergreen” content pass. Join our “tribe” and receive useful content like this right in your inbox.

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September 12, 2019 Content marketing, Dental blog, Dental content, Dental Industry, Dental marketing strategies, Digital marketing, problem solution content, Uncategorized No Comments

How a Dental Content Strategy Can Give You an Advantage Over the Competition

Ah, the competition. That nagging reality that you must face as a dentist and how you apply a dental content strategy to solve it.

But does the dental-practice-on-every-corner really matter to YOUR production? And what about corporate dentistry practices and their lower overhead due to their buying power?

Those and a number of competitor related questions can keep you awake at night.

Competition is overemphasized and here’s why a dental content strategy matters

Let’s start with marketing strategy. It’s a knee jerk reaction to diss the competition.

  • To point out their flaws.
  • How they’re different than you.
  • How they operate. Etc.

The problem, if that applies, is that your focus is in the wrong place relative to your competitors.

What if you’ve met the competition…and it isn’t them?

Stick with me…

What if you’ve met the competition…and it’s YOU?!

The more you focus on “them” out there…the less you’re focused on your dental patients and your influence on them.

Again, it’s natural to lay awake thinking about the newest dental center opening up a few miles away or blocks away. You’ve seen their mailers, their fancy promotion spotlighting their state-of-the-art new technology, and their new patient promotions.

But think about something for a moment. They aren’t going away and your focus on them isn’t going to change that.

What can change is your decision to embrace the competition and use it to your advantage.

What if the competition could actually help build your dental practice as you improve your dental content strategy?

Start with transparency.

The art of being transparent has huge benefits to your practice growth. Transparency should not be equated with weakness or giving-away-the-farm so to speak.

In fact, when you’re transparent – authentically so – your patients and growing base of site visitors will begin to trust you.

And that’s the first thing that transparency does…

Being transparent builds trust.

Once trust is established you can speak openly, honestly, and even glowingly (is that a word?) about your competition.

Why?

Because you’ve lightened up and stopped being concerned about your competitors impact on you. Instead, you’re recognizing that you can use their position to your advantage.

Transparency enables you to speak the truth about what anyone could find out on their own about your competition.

Remove the mystery and you’ll stop concerning yourself with every ad, promotion, and competitor move.

What does transparency look like?

Good question.

Think of it like being yourself.

  • Know your skills, expertise, and influence.
  • Focus on the unique value you deliver to your patients via your services, your team, your practice brand, your history…and your dental marketing content.
  • Be comfortable in-your-skin. In essence, be so in tune with your grasp of your patient’s and the dental seeking public’s unique questions that you’re doing them a disservice if you don’t answer them with relevant content.

Think like a teacher

“But I’m a dentist,” you say. That fact doesn’t change your role as an influencer.

You must think like a teacher…not only a dental practice owner.

Level up your role as a dental professional. And I’m not talking a CE based, colleague driven dentist.

I’m talking about your ability to influence your patient’s “buying decision” via intuitive, organic content.

By intuitive I mean the kind of dental content that isn’t focused on your latest, greatest, state of the art-ness (like your competition). Rather content that’s focused on their burning questions about a dental procedure, related costs, fears, emotions…basically anything your patients or the dental seeking public is asking about.

You differentiate yourself from your competition (and stop worrying about them) when you focus on content that solves the problems and answers the questions the dental seeking public (including your patients) are seeking and asking.

  • Ramp up your listening strategies. Tune into every available source of questions, problems, and goals that your patients and site visitors provide.
  • Create content that addresses the questions, problems, and desires of your patients and the dental seeking public.
  • Monitor and share your fresh content. This lifts you to a place of influence and expertise rather than merely a promo-of-the-month service provider (something your competition is probably focused on).

Your ability to listen and leverage information on behalf of your patients and potential patients will differentiate you from every other dental practice you fear as competition.

Practice dentistry out of abundance instead of scarcity

Make this your new reality (when you’re not obsessing over your competitors):

There’s more than enough dentistry to go around.

Focus on your influence rather than how to out-promo your competition down the street. Doing this enables you to always be in a position of strength.

Why?

No one else is doing this…and they’re not likely to start. The reasons vary but it’s always easier to follow the crowd.

In this instance the crowd of dental competitors are quite content (successful or not) to throw marketing dollars at patient attraction like everyone has always done it.

The sales mindset is difficult to shake.

And the patient focused content driven strategy is perceived too risky or ineffective for most.

Stay the course and you’ll never be lacking for patients. Because every patient or potential patient will reflexively search online for answers and solutions.

When they do…you have the advantage when your website is a solutions platform rather than a digital brochure.

The competition isn’t likely to go away. Why lose sleep over it and try to game your way past them?

Instead, accept them, befriend them…but mostly stop worrying about them. There are more important things to do…like answering your patients questions and solving their problems.

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April 24, 2019 Content marketing, Dental blog, Dental blogging, Dental content, Dental Copywriting, Dental marketing strategies, Uncategorized No Comments

How to Become a “Thought-Leader” with Your Dental Content and Increase Your Influence

Recent collaboration with a dental industry client revealed something about their content. And the principle has value for how you view your dental content and copy across all your platforms.

We were importing a new template on our project management platform. Time came to label a category having to do with our editorial calendar. “Thought leadership” appeared to be the obvious tag.

That got me to thinking about the attitude you should have about the content you create to market your dental practice or dental industry services.

It’s about being a thought-leader.

Not all “thought leadership” is worthy

You might have seen a viral video a few months ago. It featured a baby bear attempting to navigate a steep, snow packed cliff to reach its mother.

Millions of people saw the video and were inspired by it. Such triumph and strength against the odds of nature.

That was one perspective…shared by millions!

A contrary opinion was formed. It separated one thought leader from the crowd of admirers.

”Science writer Ed Yong saw it differently… Writing in The Atlantic, he described it as a worrisome example of drone-mounted cameras harassing wildlife. To animal experts, several moments in the video show the mother bear reacting to the too-close drone rather than interacting with her cub.

Marketing expert and mentor, Marcia Yudkin, continues her observation of Yong’s perspective,

I appreciate Yong’s article because it provided unexpected perspective on a seemingly harmless story or idea.

And here’s the jewel…

If you can dish up those kind of ‘Yes, but…’ insights to your audience, you’ll attract thoughtful fans and experience growing influence.

Yong did this without scolding the uninformed admirers of the video, and you should do so as well.

Identify a popular or trending belief that doesn’t mesh with what you know.

Explain your deeper angle in the tone of ‘What you probably didn’t realize is…,’ ‘Unfortunately…’ or ‘The problem here is…’

This is thought leadership at its finest.” 1

How “Yes…But” Thought Leadership Turns Contrary Ideas Into Useful Content That Builds Loyalty with Your “Tribe”

Identify, clarify, and leverage your unique point-of-view (POV)

You have solutions to problems…answers to questions…and more. Therein lies the core of your dental content strategy.

Gone are the days of writing to an “empty room.” The dental seeking public is rich with questions you can answer and problems begging for a solution.

You’re the expert. And more important – you have a POV!

  • Start with the question. Thought leadership has as much or more to do with listening than it does sounding-off on dental-speak. Harvest as many questions as possible (by listening) through conversations, consultations, email, and social media.
  • Share your answers and solve problems. Thought leadership is relevant to what your patients want to know and need to know. Create content that relieves the tension and emotional needs of your audience.

Think of your content like a tribal fire. Your “tribe” will feel safe in the warmth of your expertise.

The good news…they could look no further than YOUR thought-leadership!

Take a contrarian approach and fearlessly share your POV (without judgement)

The recent Netflix root canal documentary is a good example. Sure, as a dental professional you can take offense and voice your opinion as many did. Or you can be a contrarian voice and use the albeit alleged inaccuracies as content seeds.

  • Answer the questions and doubts that emerge around dental myths, dental services, or dentistry in general. There’s plenty of related opinions. Dispel them (graciously and professionally) as a thought-leader.
  • Invite dialogue by being unafraid to take on controversial topics. But always do so not as antagonist…rather as a professional, skilled expert.

Provoke questions and create solutions to problems that compel action.

The sign of a good leader isn’t always how they respond but also the depth and compelling nature of the questions they ask. Always providing answers and opinions can shut down communication more than it opens it to opportunity.

I once heard Jim Collins (bestselling author of Good to Great and Built to Last) say during a lecture something to this effect. He viewed his skilled research and the questions it raised as the careful placement of a grain of sand in the minds of his readers. That solitary grain of sand was strategically designed to “irritate” their thinking.

Worth noting is that pearls begin that way. A grain of sand within an oyster elicits the healing process that layer upon layer forms a pearl.

Your questions are “grains of sand” not to necessarily irritate but to promote healing.

  • Ask questions that reveal the emotional desires of your patients or clients. Within their answers are content “pearls” that can lead to compelling outcomes for your audience.
  • Always be solving problems. Essentially that’s the business of thought-leadership.

Anyone can create content. But…being a thought-leader and influencer requires that you have a point-of-view that you fearlessly communicate.

  1. https://www.yudkin.com/markmin.htm ↩
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August 23, 2018 Content marketing, Dental content, Dental Industry, Dental marketing strategies, Uncategorized No Comments

4 Ways to Create and Share Dental Content That’s Fresh (and Unpredictable)

We purchase our fruits, vegetables, and other healthy-choices from a particular, popular grocer. The same “tastes” apply, in principle, to a best-practice for how you create and share your dental content.

Here’s the point…

“Freshness” is this national grocery chain’s core value. Walk among the produce selections, browse their extensive bulk-foods department, or shop their meat department and you’ll encounter their focus on “fresh.”

My wife and I like that. And the same concept applies to the content your patients and/or clients consume.

Who likes stale, predictability?

There’s a misguided notion (among some) that dental website content, specifically, should be all-inclusive. For example, it’s thinking that your Services pages on your website should thoroughly explain each procedure down to the detail.

Its as if some clinicians and dental professionals fear their intellectual or academic integrity is at risk if a site visitor can’t leave the webpage without CE credits.

Get a whiff of staleness…yet?

Site visitors are looking for something you might not be providing

I must admit that though I write tons of dental content – web copy, blog posts, direct mail copy, email copy, newsletter copy, etc, the general public isn’t feverishly awaiting what you’ll publish next. Frankly, it’s probably not even on their “radar” unless they’re searching for an answer or solution to what your content provides.

That being the case, why would you want to dull-down your content with same-ole-same-ole dental speak?

Face it…dental content might not be the “sexiest” but it CAN be something other than stale and predictable.

Create and share dental content that resonates and doesn’t bore!

People love a good story! And the way an effective story works is by “hooking” the reader in an uncharacteristic or unpredictable way.

Sure, most storylines follow the same general path. It all begins with a premise.

Brian Clark explains:

”The premise is the embodiment of a concept that weaves itself from headline to conclusion, tying everything together into a compelling, cohesive, and persuasive narrative with one simple and inevitable conclusion – your desired action.”

This is what you’re doing along the patient-to-appointment or client-to-buyer journey. Your premise will succeed when you create content for a specific person who brings a particular set of questions, problems, or assumptions to your services.

How to create “fresh” (never stale) dental content

The following four elements are a vital part of your dental content marketing strategy.

1-Take the “road-less-traveled”

Be unpredictable. You’ll gain more lasting, viral attention if you avoid predictability.

Attention gets lost on your reader when they know where you’re going. Keep them curious and your content will be irresistible.

The key to unpredictability?

Know WHO you’re talking to. And be unafraid to talk to them at a more intimate (emotional) level than is typical of marketing conversations.

Your competitors will succeed or fail at this level. Most are looking for the quick-hit, force-them-into-and-out-of-the-funnel approach.

You’ll begin to stand out when you step away from the crowd.

”Taking an approach that differs from the crowd can help you stand out, and that’s why unpredictability is crucial…” 1

Keep it fresh and your perceived value will rise.

2-Champion simplicity

Clarity rules. Your ability to distill complex subjects into readable, compelling content is essential.

This doesn’t mean you “dumb-it-down” (contrary to what some dental professionals feel more conversational copy will do). Remember you’re purpose with dental content is to answer questions, provide solutions, and compel a response…not impress with knowledge.

Relax! Your patients/clients “get” that you’re a skilled, educated professional.

Guide. Deliver substance without complicating it.

3-Keep it real

This is the human-touch your reader experiences with your content. Remember you’re speaking to a person…another human being.

Be yourself!

People are accustomed to the new realities of a social media world. Content that’s crisp and reads like you’re in a conversation is perceived as authentic.

”Your messages must communicate meaningful benefits that are also tangible.” 2

The use and communication of tangible benefits connects with your reader at an emotional level. Emotional connections keep you grounded in reality instead of talking over-the-heads of your patients and clients.

4-Stay credible

Believability is closely associated with credibility. Your content must be believable.

This is where innovative or overly creative content can miss the mark. Proof is required even more when your ideas or offers are innovative.

Avoid hype. Your content loses valuable and necessary credibility when you over-hype your idea.

Again, remember to keep it real. Your authenticity will guide the voice and tone of your content.

Do this and you’ll maintain a consistent level of trust and credibility. That translates to your readers engaging with and sharing your content…plus being more compelled to take action as a result.

A content refresh will help you eliminate predictability. Fresh is the way to go these days. Your audience will “eat-it-up.”

  1. https://www.copyblogger.com/how/ ↩
  2. https://www.copyblogger.com/how/ ↩
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August 16, 2018 Content marketing, Dental content, Dental marketing strategies, Digital marketing No Comments

3 Simple and Strategic Steps That Improve Your Dental Content Marketing

“A carpenter or a wheelwright can give another his compass or T-square, but he cannot make another skillful.” Mengzi

Words are neutral. What’s not (neutral) is their use when it comes to your dental content marketing strategy.

The word “strategy” implies that there’s a necessary element for connecting with your patients or clients.

Brian Clark shares this simple definition of strategy:

”A plan of action designed to achieve a major or overall aim.”

No doubt, you’d agree that a strategy is vital to your dental marketing success.

But here’s a question…

Is everyone a content strategist?

The short answer to question is – “No!” According to Mengzi (quoted above) not everyone who holds the “compass” or “T-square” (for example) of content creation is a strategist.

  • Strategy takes time.
  • Strategy involves listening.
  • Strategy solves problems.
  • Strategy answers questions.
  • Strategy compels a response.

Each indicates a planned and documented approach. Content Marketing Institute (CMI) research confirms the results of documenting your strategy:

”You’ll be far more likely to consider yourself effective at content marketing.

You’ll feel significantly less challenged by every aspect of content marketing.

You’ll generally consider yourself more effective in your use of all content marketing tactics and social media channels.

You’ll be able to justify spending a higher percentage of your marketing budget on content marketing.”

Still, you might not consider yourself a “strategist” and that’s okay.

Help’s available…because face it…you’re busy enough as it is – seeing patients, nurturing client leads, managing a practice or an organization, etc.

Simple Steps to a More Strategic Approach for Using Content in Your Dental Marketing

  1. Take “Time” to Get Acquainted

“Scheduling” or “selling” requires knowing who you’re attempting to connect with. We’ve talked about buyer personas before and for good reason.

According to Brian Clark,

“Your first step is to do the research that allows you to create a fictional, generalized representation of your ideal customer (patient).”

Put their problems, questions, and motivations first. It’s time well-invested getting to know WHO you’re trying to reach.

  1. Invest Your Energy in “Listening”

Once you know “who” you’re talking to the “what” will naturally follow. The content you share is shaped by how well you intentioned you are to listen.

  • What’s concerning them?
  • What’s causing them “pain” or problems?
  • What’s it like to walk-in-their-shoes?

A big part of the “what” also involves influential touchpoints. 1

  1. Compel a Response by Solving Problems and Answering Questions

Creativity for creativity’s sake misses a ton of opportunity. It’s easy to relegate marketing to some catchy, cool-sounding slogan…but you will often fail to achieve the goal – compelling a response.

”The “what” tells you how to craft an overall narrative with a through line that ties directly into the prospect’s (patient’s/client’s) motivation for change.

“Instead of guessing blindly, you’ll deliver the perfect analogies, anecdotes, and metaphors that make your ideal prospect view you as the only reasonable choice. 2

That’s a “choice” you can bank on…right!? And it comes as the result of you choosing them first. This naturally leads to a much more authentic dental content marketing strategy.

  1. https://www.copyblogger.com/content-marketing-strategy/ ↩
  2. https://www.copyblogger.com/content-marketing-strategy/ ↩
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May 3, 2018 Buyer personas, Content marketing, Dental Copywriting, Dental industry case studies, Dental marketing strategies No Comments

How Buyer Personas Could Increase Your Dental Marketing Success

Before you crank out your next dental marketing piece push pause. There’s something you’ll want to include, besides something catchy or creative.

Compelling today’s dental patient or dental industry client requires more than a burst of creativity. Their decisions about your services have less to do with an eye-candy mailer or luring them with a cute contest.

What’s the catch?

Truthfully, there is no catch. Get comfortable without one.

Today’s patient has one thing you must know and understand. And it becomes the focus of your dental marketing.

A Problem

It’s at the core of their buyer (patient) persona.

David Meerman Scott takes a bold step saying that a “buyer persona” is better than a focus on benefits. He shares a true story that reveals the power of the buyer persona.

”Nick Woodman wanted to sell cameras with a waterproof housing. A ‘benefits, not features’ approach would have used language like, “protect your camera while it is in the water.” Nick however did much more than reverse-engineer benefits from the features. He interviewed surfers to learn about their problems around shooting photos in the waves. Surfers told him they found it challenging to paddle into a wave with a camera, stand, get into balance and trim, and then only having a second to take a photo. It was too awkward to do with the cameras available on the market at the time. The key learnings from the interview is surfers don’t look for the benefit of “protecting my camera in the water”. Rather, they want to know ‘how can I take photos while surfing.’ And that’s how in 2004, the GoPro was born and have since sold millions of cameras.”

Problems lead to solutions. And solutions are what you provide as a dental professional.

But first, what’s the problem?

It’s easy to think about every dental patient as one in the same. Generally speaking that’s true.

And yet each patient has a unique “story” that highlights their specific problem-solution persona.

It’s time for you to become the “mentor-guide” that’s pointing the way. That’s the role of your dental services content.

According to Copyblogger’s Bryan Clark,

”……by accepting the role of mentor with your content, your business accomplishes its goals while helping the prospect do the same. Which is how business is supposed to work, right?”

Stop Marketing to Your Patients…

Instead get to know their problems. How?

Listen

Be attentive to every story they tell…problem they reveal…pain they mention…etc. As vital as your clinical expertise is to them so is your empathy.

If you want them to become part of your “story” you must join them in theirs with a sincere level of empathetic listening.

Use aggressive listening

Have a predetermined set of strategic questions. Make sure they’re designed to probe beneath the surface of why they (really) called and scheduled.

It’s often more than a commitment to routine dental care (though you want them to value that). It could have more to do with their calendar, relationships, or life goals.

For example, create and have on-hand questions designed to gain insight into their social calendar, trips they’re planning, relationships they value, and goals they want to achieve. This helps you apply specific services to a particular chapter in their story instead of a random attempt.

Use anticipatory listening

This is where your expertise (authority) meets their problems. You know, intuitively, what they need by looking in their mouth, at their x-rays, or their treatment history.

How you use that information can help them “write” new chapters in their story. Questions that include:

  • “Have you thought about…?”
  • “Why would you…?”
  • “How are you dealing with…?”

Next…

Leverage

Apply what you hear to your marketing content. You’re perhaps most accustomed to following a templated, standard approach to promoting your practice and services.

Leverage your content into a-ha solutions to real patient problems. This positions you as a “mentor-guide” in their health care.

Again, Bryan Clark confirms,

”When you think in terms of empowering people to solve their problem by playing the role of mentor, you’re naturally performing better than competitors who take an egocentric approach.”

Join them in their journey. Without an empathetic appeal you could miss substantial opportunities to stay engaged via ongoing mentor-status.

Your best leverage is being intuitive about about who your patient or client is (their persona). Intuition becomes accurate by listening beneath the surface of their problem.

Then you’re prepared to share the best solution to solve it!

Solving problems is what you do. It’s better (and more patient-centric) than merely touting your benefits – those that may or may not be relevant to them. The more you know (them) the better your solution-to-problem accuracy.

There’s more to be said about buyer personas. Let this ruminate for a bit…and stay tuned for more on this topic.

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