Marketing to dentists Archives - Page 7 of 11

Marketing to dentists

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 29, 2011 Dental Copywriting, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

What Elmer Wheeler Said That Can Enhance Your Dental Marketing Copy

As I write this post the Fourth of July holiday weekend is approaching. Soon, the familiar and annual sound of fireworks exploding overhead will symbolize how we Americans celebrate our freedom. And of course another sound will arise from BBQ grills across our grand land – the *sizzle* of hot dogs, burgers and steaks (hey…there’s always a reason to grill something during the summer season).

Referencing the word, “sizzle,” reminds me of the classic advertising line from the pioneer of persuasion, Elmer Wheeler. I discovered some marketing principles in an article highlighting his now classic book, Tested Sentences That Sell.

In fact, I’ll use his now infamous marketing phrase to lead off a list of 5 Keys to Enhancing Your Dental Sales and Marketing Copy.

Don’t sell the steak – sell the sizzle

First things first. Effective copywriting sells benefits and deeper benefits. Life is too short to waste yours or your prospect’s time talking…talking…talking about the product.

Don’t write – telegraph!

In Wheeler’s day, telegraphs were all-the-rage for sending messages. Being charged by the word meant keeping the price down by choosing your words wisely.

Saying, “Don’t write – telegraph,” Wheeler implied, “Make every word count.” He would say, “…your first 10 words are more important than the next 10,000…” and “…you have only 10 short seconds to catch your prospect’s attention.”

Say it with flowers

In other words, it’s not enough to make a statement about your dental business, dental products, or dental services to your prospect. You have to prove it! Say, “I love you,” and then prove it…by sending flowers (sincerely and convincingly, of course).

Don’t ask if – ask which

Always give your prospect a choice between something and something. Never go with a choice between something and nothing. “Would you like fries with that…?” (Something and nothing). “Large or small fries with that…?” (Something and something).

Watch your bark!

Wheeler had a love of dogs. He knew you could tell how a dog feels at a given moment by the way they wag their tails and by the sound of their barks.

Saying, “Watch your bark!” Wheeler’s reminding that it’s not just what you say but…how you say it. When writing promotions keep the copy conversational and engaging.

Elmer Wheeler kept is simple and to the point. He knew what we all must come to understand – there’s freedom in simplicity (or something like that).

June 22, 2011 Dental B2B, Dental Business, Dental Industry, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

Do You Have a Social Media Chip-on-Your-Shoulder? (3 Keys to Get Rid of It)

Trust and authenticity are the currency of social media. And your Facebook page alongside your Twitter account and blog are the places where you should lavishly spread that currency around.

I emphasized trust and authenticity in a recent post because people are now so oriented to interacting with dental companies, dental practices, and dental supply brands who seem at least somewhat familiar with social media. And once you’ve caught on to the value of social media engagement your perspective and marketing approaches shift.

There’s a more frontal…give-it-to-me-straight marketing interaction (in contrast to the old-school, bait and switch).

There’s freedom to be yourself without the flash (in contrast to slick, hype-y…expensive marketing – think jeans and maybe a sports coat instead of suit and tie).

There’s conversation around products, services, and expertise (in contrast to if-we-build-it-they-will-come).

I think of the days of mom & pop shops. Social media is restoring confidence to business and service providers who have that grass-roots brand of marketing DNA.

Coaching a grass-roots confidence is the responsibility all who are coming into their own with social media marketing.

I once felt like a rookie in the big-leagues when I first opened my Twitter account. I resisted for months as early as 2008.

But I’m there…in fact I have two Twitter accounts. One is personal/general copywriting/marketing consultant related. The other is specific to all that within the dental industry.

I’ve had my social media ups and downs. Some days I feel like a shivering chihuahua alongside the social media big dogs.

And sometimes I write and publish on my blog like I think a big-dog would. In fact, I’m still nursing a fresh wound because I forgot what this whole social media deal looks like to someone who doesn’t engage in it (not because they’re opposed…it just isn’t something they’re into…like many marketers, still).

I’m reminded that when I speak and write about the failures of traditional marketing with my new social-media-is-all-about-trust-and-authenticity-chip-on-my-shoulder, I risk alienating those I’m still invested in.

So…here’s how to boost your social media confidence when wanna-be big-dogs (like me) mess on the lawn (or seem to be growling at those who aren’t so much into social media):

1) It’s about being yourself.

You and your business, product, service have a story to tell. Engage (that’s “talk” in social media) about the problems you’re solving, the solutions you’re delivering, the benefits you’re bringing to the marketplace. No one else can be you better than…well, you!And once you stop being “you” – it really doesn’t matter!

2) It’s about keeping it simple.

Really, what’s the point in being complicated. Life’s complicated enough and so is business.

To-the-point simplicity is a big adjustment for those new to social media. The full-frontalness of the dialogue (on a blog or via Twitter and a Facebook page) can be misunderstood as edgy or in some instances, even trite.

Hey, when Twitter allows you only 140 characters you can’t dilly-dally (a word I’d probably not use in mainstream marketing). That’s a steep learning curve for those accustomed to traditional marketing approaches.

3) It’s about creating conversation.

Once you’re around social media long enough you’ll learn that appetizing conversations begun on your Twitter or Facebook page feed should effectively transition to your website or blog via links (ow.ly, bit.ly, etc.).

Think of social media conversations (even those involving your business, products, services) like you would saying to dinner guests following a meal, “Let’s move to the patio…can I get you another drink…” There’s no hype among friends – just swapping stories in good conversation.

…and now where’s the dip for that chip-on-my-shoulder I mentioned?

June 16, 2011 Dental B2B, Dental Business, Dental Copywriter, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental web content that works, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

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.

June 14, 2011 Dental Copywriting, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental web content that works, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

The web has changed – do you know what to do?

As a dental service provider or dental marketer, let’s agree you want a piece of the online action. But how does your web presence compete for the attention of today’s savvy web surfers.

And once you’ve established an online presence – that brings in business – how do you keep it?

You do know the web HAS changed…right!?

Securing that attention is both a technological AND content issue. The web presents countless waves of opportunity for dental industry and dental marketing pros like you.

Here’s a few reminders of how savvy, A-level dental marketers are strategically using the web for their front-line dental marketing efforts:

–>E-mail (Are you maximizing this tool?) – use product/service promotions, autoresponders (a series of strategically written email promotions that provide a click-through link to your website or promotional webpage).

–>E-newsletters or e-zines (Got one? – they work in ways you may not have considered) – keep your products/services front-of-mind through a series of articles and tips published weekly, bi-weekly, or monthly.

–>Blogs (For some they’re better than an e-newsletter and…they’re more than a place to vent or rant) – stay on the radar of the your target market through consistent, relevant content that establishes you as an authority – or at least one with your finger on the pulse of your industry. See it…say it – that’s the power of having a go-to blog.

–>Social media (Seriously! What are you waiting for?) – think Twitter, Facebook pages, LinkedIn, YouTube, Foursquare, Gowalla, etc. I’ll be as bold to say – “Get on board or be irrelevant (that’s a kind way of saying you’ll go the way of the dinosaur)!”

–>Home pages (perhaps the most strategically under-utilized and ineffective website page) – set the pace for your entire website here.

–>Landing pages…squeeze pages (could be the difference between a customer and potential one) – warm up your market with a product/service promotion before they even get to your website.

–>Podcasts (if you’ve got something valuable to say) – be the voice with a portable…listen-as-you-go marketing tool (IPhones, IPads, Blackberrys, and the Android market of smartphones make this a slam-dunk)! Embed it on your website and build your subscriber list. For some hearing is better than seeing (reading).

–>Webinars (nothing to fear…much to gain when used right) – create an online educational system. Save cash-flow on training travel and related fees. Offer the occasional free webinar to build your educational tribe.

New and efficient forms of communication require fresh, targeted content. Design is a significant feature of your dental industry website for sure.

But without benefit-biased copywriting all the *pop* and *flash* technology risks diverting attention…and the web, brothers-and-sisters, preaches the doctrine of attention!

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!

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!