Dental promotion ideas Archives - Page 5 of 7

Dental promotion ideas

September 1, 2011 Dental B2B, Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental Industry, 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

How Copywriting Uncovers the Hidden Value of Your Dental Products & Services

A local paper ad caught my wife’s attention. It was promoting an international coin buyer’s event taking place over the weekend at a local hotel.

Our experience prompted my thoughts about some important dental copywriting and marketing principles. I was reminded how it’s essential to think about the untapped value within your dental products and services.

Along with gold and silver items, the company was offering cash payouts on coins of a certain vintage. My wife knew we had a few silver and half-dollars lying around so she scoured the house, drawer clutter, and forgotten containers to find a few hopefully valuable coins.

Bingo! Among some kitchen drawer clutter she uncovered a 1966 half-dollar. And we did a halfway serious happy-dance as if we were holding the winning Powerball lottery ticket.

We arrived at the hotel, took our number and a seat waiting among a few others who hoped they too had discovered the mother-lode in a jar or coffee can among their house clutter just as we had.

In a moment I’ll tell you how much our 1966 half-dollar was worth and what we walked away with check in hand. But first, our experience reminds me of some basic copywriting principles to apply to your dental marketing content.

Understand perceived value

Remember that people buy for emotional not rational reasons. This holds true for how they perceive the value of your dental services and dental products.

Imagine a client or patient seeing your latest promotion for the first time. Once they hear the price for treatment or service they’ll immediately form an opinion about whether there’s value for them (perception).

Of course, you know the value. And it’s the job of your promotional content to sell them on it.

Your dental copywriting and marketing content must get inside their head. But don’t stop there. You must reach their heart – the emotional core. How?

>Use benefit-rich action words and keywords.

>Ask questions they must answer in the moment as they read, view, or listen to your content (however it’s delivered).

>Raise the value of whatever your promoting in the minds of your readers with comparative data (statistics, facts, etc.).

>Write to overcome perceptions and objections.

Deliver beneficial value

Your dental products and services have built-in value. But do you know their value inside and out?

Change your perspective and look at your products and services with fresh eyes. Consider outsourcing your dental copywriting and marketing efforts on occasion.

Your products and services contain hidden value. And the purpose of your marketing is to discover it and create solid, compelling content that promotes it.

Show prospects, potential clients/patients, and current ones the benefit-value of your services. But don’t stop there.

The purpose of copywriting is to put the product in their hand…in their experience with words. Use words to paint a picture of the future with them benefiting from its use and the consequences of not doing so.

Use content to get them so emotionally attached to your services that they can’t walk away without buying.

Increase value

Not only give them a picture experiencing the benefit of your dental services. Show others benefiting also.

The “community” or “tribal” effect can increase value. It’s the show-and-tell principle that builds a story around the product/service benefits.

>Use testimonials throughout your dental marketing content.

>Expand your testimonials into case-studies or whitepapers.

>Show your products/services solving problems, altering outcomes, increasing confidence, saving lives, etc.

This has emotional appeal that few can ignore without joining the crowd.

Back to our coin selling experience. Our number was called. And we were graciously escorted to a table where the buyer eyed the few coins my wife had uncovered.

He immediately separated the value-coin from all the rest – our 1966 silver half-dollar – and casually told us to spend the other coins since they wouldn’t increase in value.

We agreed to his estimated value on our 1966 silver half-dollar. We shook hands. A check was issued.

And we walked away…$3 richer. Hey, unless my “math” is wrong (wouldn’t surprise me if I was) isn’t that a value increase of 400%?

August 16, 2011 Dental B2B, Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental Industry, 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

“Est” Syndrome & How to Beat It in Your Dental Content

Sometimes I can’t get-over-myself. This occasionally happens when I write proposals to promote my services to a potential client.

My first hurdle with self promotion is taking myself just seriously enough to boldly inform someone that I’m the person to get-it-done for them. Something similar happens with product and service promotions.

The “est” syndrome.

This feature-focused disease includes promotion killing words like bigg-est…fast-est…great-est. The problem with “est” words is their potential to create unhealthy – or unnecessary – comparisons.

There’s a much better focus. I’ll share that in moment.

Think about making an impression on someone. That all important first impression makes it harder to breathe, doesn’t it?

You stress about your appearance – what to wear? You stress over your first words, how firm should your handshake be, etc.

It’s all about the feature presentation. And perhaps that’s the fear source.

When you think features – everything has to fit and flow just short of “perfect,” right?

But like all lasting relationships, you eventually move past the surface appearance and engage with what’s beneath – the real person. That’s where the relationship takes off and has staying-power.

The staying-power of your products and services have more to do with the deeper benefits than surface features.

Write your dental promotional content to the benefit level.

1) Look at the product or service with fresh eyes.

Ask – what problem does this service really solve? Then think solutions.

Perhaps you’ve focused so much creative energy on the presentation (features) that you’re missing your most compelling selling points (benefits).

2) List every possible problem the product/service solves (really, all you can think of).

This list could be creative-gold for your R&D (Research & Development) processes. Whiteboard or mind-map every possible problem and solution your dental product/service engages.

Punch-up your content with these gold nuggets. Benefits connect and compel your prospect’s emotions.

3) Leverage the results of happy users/clients/patients.

When a problem is solved with one of your products/services that’s an emotional deal. No, there may not be laughter and tears (depending on what their issue is) but now you’ve won a customer…perhaps for life!

Why? Because you engaged them at an emotional level – where a dental problem, an issue, etc was causing “pain.”

You delivered a timely and useful solution to their dilemma. And they’ll talk you up because of it.

But…they won’t if you don’t give them a venue. Testimonials, case studies, survey forms are excellent venues for this kind of “love.” Leverage them.

Seeing yourself as the solution (benefits) is much more effective than comparing yourself to everyone else (features).

YOU have a voice that’s uniquely YOU.

Get over yourself. Start using it.

July 7, 2011 Dental B2B, Dental Business, Dental Industry, Dental marketing strategies, Dental promotion ideas, Dental social media, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

A 5 Question Filter for Your Dental Marketing Content (Including Social Media)

You receive a marketing piece via mail…and Wow! Or you log onto a website and the embedded flash reminds you of a Vegas show. My first, fleeting thought is – “Someone dropped some cash on that…!”

Hold that thought…because there’s a deeper question that begs answering. And it’s a question that the ever-changing marketing landscape asks with the persistence of a 5 year old on a vacation road-trip – “Are we there yet…Are we there yet…!”

Here’s the question: “Would I do business with them because the promotion was pure eye-candy or because it engaged me?”

Engagement matters! And that’s why social media rocks the establishment today and will continue doing so.

It’s creating entirely fresh ways of measuring whether your dental marketing and dental copywriting is hitting its intended target. And it further challenges you to be all the more intentional with your marketing.

Marketing content that’s attractive and marketing content that attracts are two different things.

These 5 questions from an article on eMarketer.com provide an important measure for creating marketing content that attracts (not just attractive content):

1—“Is the content unique?”

Don’t confuse “unique” with out-of-the-box! Be unique by highlighting the deeper benefits of your dental services more than your competitors do. Remember many companies are content to stick with the surface, feature-fluff while ignoring the real solutions their products and services deliver.

Answer the question – what makes us uniquely capable of meeting that client’s need? Steer your content in that direction.

2—“Is the content useful?”

Make your marketing message actionable. When a prospective dental industry client reads one of your Twitter or Facebook feeds are they persuaded to take action? That action could be as simple as clicking a link to a blog post or taking advantage of your clearly stated promotion by surfing over to your website.

Ask them to do something through actionable content. “Useful” content addresses your prospect’s needs…desires…lifestyle. For example, your ad for an orthodontic product or service should tap into their emotions more than it spotlights the latest…greatest technology!

Measure by usefulness!

3—“Is the content well-executed?”

Twitter works as social media platform mainly because of its 140 character limit. It forces tight, sharp, to-the-point content. Say what you will about our culture of social media sound-bytes – it’s actually helping us cut through the clutter and just say it!

What’s the message of the moment for your dental business? Social media helps you say it clearly.

4—“Is the content fun?”

Twitter earned a shout-out in the previous point. Facebook gets its turn in the spotlight now. As a social media platform, a Facebook page helps keep content fun. Photos and comments from a company gathering, an outing, or a client success story keep the fun-factor alive. And don’t forget the “places” feature. It adds value if you’re a location based business such as a dental practice.

The new Facebook video chat feature rolling out as we speak will add another layer of connective-engagement. Go face to face via the Skype-based tool with a potential or current client states or a continent away!

Make sure your content puts a smile on the faces of those you do business with. It’s contagious!

5—“Does the content make good use of the channel in which it appears (e.g., social, mobile, video)?”

Again, this is about “execution.”. It’s vital to fully maximize your marketing “channels.” And knowing which to use is as important as how they’re used.

Begin now to run all your marketing content – especially social media – through this 5-Question Filter.

June 7, 2011 Dental B2B, Dental Copywriting, Dental email promotions, Dental marketing strategies, Dental promotion ideas, Dental web content that works, Marketing dental services, Marketing dental supplies, Social Media No Comments

Does your dental marketing content survive the “3-second” rule?

You’re enjoying a favorite snack at home. And suddenly the morsel slips from your paws and on to the floor!

That unfortunate moment sets a rule into play jokingly known as the “10-second rule.” Basically, the rule holds that any food item remains edible if it’s quickly scooped up and dusted off within ten seconds (shorter or longer depending on who you ask).

(Trust me, there are limits to the “10 second rule” and where it applies. Anything that falls to the floor in a public restroom or anywhere “public” – for that matter – stays there as far as I’m concerned. It could be a $5 piece of Godiva Chocolate. If it’s public domain I’m sad to say – the rule doesn’t apply! You with me…?)

There’s a similar rule at play in copywriting. It’s the “3-Second rule.”

Here’s the premise – Your headline must grab your prospect’s attention! And you have about “3 seconds” to do it!

Seems like a short time-frame but consider the amount of information that streams into our consciousness every moment.

>An email hits your inbox. The subject line either compels you to open it or delete it.

>A piece of direct mail arrives in you mailbox among a few bills and credit card statements. It may look compelling enough to tear it open. Once opened, the lead sentence determines whether you give it any additional time.

Marketing content is a “dime-a-dozen.” And since a lot of “dimes” are invested, I’m amazed at copywriting that ignores the “3 second rule.”

Here’s 4 things your headline content must do to seize attention (and survive the 3-second rule):

1)Make a promise.

Typically, it should be a big promise. But big or small – promise something! Tell your reader what major benefit will come to them from your product/service.

You must think (strategically) about this. And your thoughts should be guided by below-the-surface research about your prospect, their problems, and how your product/service is THE solution. Start by answering their dominant “what’s-in-it-for-me” question.

2)Draw a picture.

This is why I often default to a story-lead (like my earlier “food” story). People can relate to a situation, a story, a popular/trending news item, etc.

It’s true – showing beats telling!

An active social media presence helps. Social media keeps “what’s current” in front of you consistently. Keep a notebook or use Evernote to capture story ideas. Subscribe to newsfeeds with services like Google Reader. Keep your ink fresh and ready to create captivating images of your product/service in action. Pictures don’t paint-a-thousand-words by accident!

3)State a fact.

Think action-ability. What actions do your products/services compel a client or prospect to take? Actionable facts give the readers of your marketing promotions something that confirms the trustworthiness and viability of your products and services. Don’t allow your copywriting to ramble. Go ahead and state it!

4)Ask a question.

Questions create necessary tension or clarify tension that’s already present. Ask your prospect a question that reminds them of their core problem or need.

Create copywriting around the answers that solve their problem(s).

Asking questions shows intuition and intelligence. Be intuitive through your marketing content. Show your prospects that you know them. And give them reason to trust you through the answers your copywriting provides.

Seconds count…whether it’s food…or copywriting!

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 18, 2011 Dental B2B, Dental Business, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

How to give your products & services “blockbuster” status

The summer movie season is almost here. Has me thinking about what most blockbuster movies have in common.

And it’s the same reason excellent marketing and outstanding copywriting draws you in.

I’m talking about the plot or story-line that keeps you riveted as the story unfolds. A well-crafted story-line drifts (ever so slightly) back and forth. Just when you’re feeling carried to another seemingly disconnected place…the plot reappears…drawing you back into the story once again.

Marketing copy compares to the story you’re telling about your business, product, or service. How well you keep your target audience engaged, buying, and doing business with you tells whether they’re riveted as your story unfolds.

Keep ‘em compelled and first-time, front-end clients or customers will become repeat, back-end ones time and again.

This is traceable to a significant element of your marketing-story. Like the plot or story-line of great cinema this is a key within your marketing copy.

It’s your USP…

I’m talking about the Unique Selling Proposition of your business, service, or product.

(Back to the movie analogy) Ever sat through *flick* and thought – this plot seems a lot like… (the movie you saw last year). What’s missing or vague is the UNIQUE story-line that would earn it top box-office.

What I enjoy and am challenged by as a copywriter is exploring deep beneath the surface of my client’s services and discovering their USP. What is it about *Product/Service A* that reeeeeally makes it unique…unlike all the rest in the same or similar industry?

Distinguishing yourself from the crowd sends bigger waves of opportunity flowing your way. Otherwise, you’re merely creating ads, promotions, website content, etc. and all the blah-blah-blah that goes with it. And remember people don’t invest time or money for “blah.”

Here’s how to develop your U-nique story-line – do this and exploit it within your marketing copy.

1>Spotlight your Feature Presentation

Sit down to write about your business, product, or service and you’ll naturally and reflexively begin with features. Feature focus is easy because we’re accustomed to spotlighting them.

After all, you see yourself as the newest…biggest…brightest…sexiest…boldest…fastest…and any other *est* that applies. The problem with stopping there (please don’t) and spinning out your promotional copy based mostly on features is that there are others convinced their *est* is better than your *est*.

If you really want to command attention…

2>Promote your edge-of-the-seat Benefits

Here’s where the plot thickens. Telling your market about your features – mostly – stops short of the real juicy details that’ll compel them to do business with you, use your services, or buy your products.

Remember you’re unique. So…list all the benefits you can think of. If you’ve developed the fastest this-or-that (feature) get to the core of what you’ll promote (benefits) by asking and answering the question *which means…?* for every feature you spotlight.

Try this. Fill in the following blank with your business, product, or service – “We provide the fastest (or other feature oriented word) ______ which means… (how does providing the *fastest, etc.* lead to a benefit for your client or customer?). Do this for enough listed features and you’ll arrive at your USP (Unique Selling Proposition)…then promote the heck out of it!

And you’ll potentially…

3>Secure Repeat status

Not all great movie story-lines have a sequel in them. In fact some excellent box-office films took a nosedive when their sequel was released.

On the other hand, businesses thrive on sequel after sequel. I’m talking about *repeat business or sales*.

Every new or re-purposed product secures its repeat status when its USP is promoted to the hilt. And it’s a process worth repeating – spotlight features…promote benefits (USP)…position yourself for repeat business.

Bottom line: when the credits roll how’s your business story being told?

May 13, 2011 Dental Copywriting, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental internet marketing, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Does your marketing content pass the 5-second test?

You have 2-5 seconds. That’s all…if you want your marketing promotion to be read!

The first few words of a marketing piece set the stage. Sales letters, email promotions, press releases, website home pages – whatever you use – choose your first words strategically. That is, if you want to keep the reader engaged.

Headlines compel action.

They seize you by the attention-jugular. And the gripping ones won’t let go until you’ve finished reading the copy flowing beneath them – regardless of length.

Study the copywriting that crosses your desk, workspace, or email inbox. What makes it readable, compelling…or toss-able?

Give precise attention to the creation of your headline and the lead copy that follows it. The headline seizes the moment. And the lines of lead copy that follow (typically the first 2 paragraphs) define it.

Riveting, thought-provoking copywriting captures attention. And keeping attention is vital if your marketing communications are to ultimately translate into any measurable amount of cha-$-ching!

Lowlife spammers – I’m averse to say – are masterful at attention-mongering headlines. Check out those that make it past your junk filters. Caught your eye didn’t they? There are reasons why.

Even though you quickly recognize the odor of spam there’s something compelling about the words – right? Despite their evil intentions, there’s a few things to be learned from a spammer’s technique (please don’t confuse my recognition of their technique with acceptance of their modus operandi).

Their magic is typically the subject line. Just as a print headline draws you into the message, the email promotion’s subject compels you to open and read or hit delete.

It makes strategic sense to give attention to the headline and lead in your copywriting that promotes your business, product, or services online or offline.

The following guidelines make a difference in whether your copywriting results in new client or sale…or whether it finds its way to junk-mail central!

1–Create a sense of urgency

Depending on your marketing message’s intent, give readers a reason to desire the benefit(s) sooner rather than later. The element of scarcity can lead to profitable outcomes.

For example…

“It ends tonight at midnight…!”, “Only 4 days remain…!”, etc. implies what? – “you snooze…you lose” – right? Choose words that create a necessary tension and lead to a decision.

2–Communicate usefulness

“How to Get the Heart of 370 Business Magazines in Just 30 Minutes a Month”

Did those words communicate something useful? Check out this headline:

“32 Ways to Save Time and Money from the Pages of Good Housekeeping”

Legendary copywriter, Gene Schwartz knew the power of a compelling headline. He wrote the above two inside of a career that generated over $2 billion in advertising sales.

Effective headlines communicate something of practical value.

3–Claim the unique and specific benefits associated with your product or service.

Use words that enable you to step-away-from-the-crowd. Impress your reader/prospect with your uniqueness. And be as specific as possible. Vagueness creates indifference. Specificity compels.

And remember – a headline should never…

>State something standard, conventional, or…predictable. This stops a reader in their tracks, thinking, “Why read further…I know where this is going…”

>Mislead or trick. If you make a promise you fail to deliver in the remainder of the copy…you’ll lose trust and a potential client or sale.

Make your headlines count just like the seconds it takes to read them!