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March 21, 2019 Content marketing, Copywriting, Dental content, Dental Copywriter, Dental Copywriting, Social Media, Uncategorized No Comments

One Thing That Will Make Your Dental Marketing Content Different (and Better) Than Most

It happens a lot when consulting with a dental practice or dental business about their webpage copy or other related content. They share a favorite site link or two with me and say, “We want our copy/content and/or website to look and “sound” like this…!”

My review often reveals what’s common with not just dental industry copy, but most:

Heavy feature focus (“Latest…greatest…best…”) less emphasis on benefits
Full of industry-speak
Written to a crowd instead of one person (lack of “you…”)

It takes courage

You must step away from the crowd. Connecting and then compelling your audience requires a new kind of fearless content.

Play it safe.

Sound like everyone else.

And you’ll be another face in the crowd!

Same sounding copy and content produces the same results. It will require more marketing dollars to get attention.

And why?

The online world is somewhat dominated by pay-to-play strategies. Create and fund a strategic enough funnel and you’ll “capture” more leads and potentially more patients and thus increase production.

Sound easy?

It is (in a way) if you have time and cash-flow to invest in it. And we’ve not even talked about the differentiating yourself from the competition and noise they’re creating.

Being different isn’t about being creative

There’s more to standing out from the crowd with your dental marketing than creative, indulgent eye-candy on your website or social media channels.

Being different has more to do with being yourself. Nick Usborne (whose content inspired this post by the way) says,

”You have to find a way to step out from behind the curtain and show yourself. Even when the services you offer are very similar to those of your competition, there is one point of real difference you can turn to.

And that point of difference is YOU.” ¹

Filling your copy and content with features and professional sounding language isn’t enough…and frankly, it’s not even close to effective by comparison.

Rising above the dental marketing noise requires being unafraid to let your patients or clients see the real you.

And to see the real you your content has to sound like you!

Can they relate to you through your content?
Is it apparent that they can trust you through your content?
Are they put at ease enough to schedule with you through your content?

And a theme covered a lot on this blog…

Do they get answers to their questions through your content?

If you’re hiding behind someone else’s style, voice, website design, and general content theme you’re missing a most valuable marketing asset – relatability.

Step away from the crowd with more compelling dental marketing copy and content

Write and share content in your own voice

This is the essence of writing like you talk. To do this you must get out of your head.

And to get out of your head requires that you get into the mindset of a patient or client.

What do they fear?
What’s their desired goal?
What’s their motivation?
What are their questions?

Your audience searches for you based on your expertise. But they will listen to you and stay with your copy/content when you share your expertise in conversational tone.

Why?

Because online communication these days (and I don’t suspect it will change soon) is everyday, somewhat chatty, and certainly brief and to the point.

Jargon alienates. Industry-speak confuses.

So why waste precious dollars and your audience’s time by numbing them with it?

Stop writing like a marketer!
Stop writing like a dental professional!
Stop writing like an educator!

Instead…

Write like you! Or hire a professional copywriter or content strategist who can tap into your voice and write accordingly.

The results?

Unique (not merely creative) copy and content
Useful (not noisy) copy and content
Uncharacteristically compelling (not manipulative) copy and content

Sure, it’s scary and feels like uncharted territory. But you will stand out from everyone else not because it’s easier but because it’s courageous, it works, and it potentially has a better return on your investment.

https://conversationalcopywriting.com/your-own-voice/ ↩

October 25, 2018 Buyer personas, Content marketing, Copywriting, Dental content, Dental Copywriting, Dental social media, Social Media No Comments

Are You Listening? And Why It Matters to Your Dental Copy and Content

I know why you procrastinate when it comes to creating your dental marketing content. No arrogance intended but it might have something to do with a key element of all content creation.

It’s easy to believe that writing is a burden or something that requires some sort of magical gift (I’m particularly fond of this idea).

There’s nothing really “magical” about the craft. Sure, skill is involved. Yet that skill favors something all writers and content creators know.

And I share it for the benefit of your dental content marketing.

”Effective writing comes from a very specific kind of homework. From empathetic listening. From spending time with the kinds of folks who make up our audience, and striving to see the world through their eyes.” ¹

So, how do you become all-ears to your audience?

What habits help you get-all-up-into why they would choose your services and/or products?

They’ve got-a-problem

Actually your patients or clients have a number of problems. Content and copy can effectively point them in the direction of solutions.

It’s easy to forget that you also have problems. Being all-business…all-day can plug your ears to what your audience is dealing with.

To them it’s often very emotional!

Feel their “pain.”

Wrestle their issues alongside them.

Bear the “weight” of their current problem(s).

Next…

Open the “map”

Well…before you open the map it makes sense to create one. Mapping is the idea that to solve audience problems you must have a clear scope on what they’re “seeing, thinking, doing, and feeling.” ²

What words do they use to describe their current situation, problem, or perspective?
How do they describe their current, past, or future experience with what you have to offer?

Your copy and content will resonate with your audience when you immerse yourself in their challenges.

Put your ear-to-the-wall

Yes, you can listen-in without appearing a “creeper.” In fact the more you lurk around where your patients or clients “talk” the sharper your perspective becomes.

And the better your dental content and copy will be!

As it relates to “social listening” – it’s not about a particular platform. Some “talk” on Facebook, others on Twitter, some on Instagram, others on LinkedIn.

Avoid platform-paralysis. Meaning, don’t just favor one over other.
Let your audience tell you where to “cup” your ear. Listen where they are regardless of platform preference.
Mine online reviews – even the negative ones. Talk isn’t cheap and opinions matter when it gives you valuable insight.

”Your job is to shut up and listen. Stay open to all of the ways that folks are talking about meaningful problems – including the ways that challenge your preconceptions.” ³

Listen for audience problems. But also listen to the language they use when sharing what’s on their mind.

Buy them a “drink”

What’s in the glass or cup isn’t the issue. The casual-comfortability is!

Picture them sitting across a table or next to you on a barstool. Copy and content that resonates feels and sounds more like a casual chat than a technical, jargon-filled, irrelevant discourse.

When the conversation digresses so does your opportunity to compel them to take action.

Your solutions to their problems will be lost on your inability to converse conversationally via your content. And this is often the problem of much content!

Effective dental marketing content is a one-to-one conversation.

The extent to which you understand this and do your related “homework” is the extent to which you’ll make a connection…and compel a response.

March 2, 2017 Content marketing, Dental blogging, Dental Copywriter, Dental Copywriting, Dental email marketing, Social Media No Comments

How to Use Your Dental Blog as a “Home Base” to Engage Your Patients or Clients

Say what you will about having a dental blog. But your dental practice or dental business has an opportunity to capitalize.

According to Heidi Cohen you’re in a “renaissance” era for blogging.

“Blogging pioneers, Copyblogger’s Brian Clark and Problogger’s Darren Rowse, are leading the blogging renaissance. It’s documented in their discussion ‘Blogging is Back.’

They want to recapture the power and human essence of blogging, especially as an owned home base.”

Speaking of “home base.”

A high percentage of my work as a dental copywriter is invested in writing and/or rewriting webpage copy for dental practices or dental industry businesses. Another increasing percentage of my work is on the dental content strategy side of things – writing blog content for those who understand (by default or instinct) this “blogging renaissance” idea.

Yes, you need an engaging, conversationally written dental website. No doubt about that, my friends.

But building that “house” (so to speak) and not inhabiting it with ongoing, credible, and useful content (via a blog) can disconnect you from your audience.

Who’s your audience?

It’s those who search for information relative to their dental needs and/or questions. As I say to clients, “People aren’t looking to bookmark dental website copy or clamoring to read it…”

That said, they ARE searching online for answers to their questions about dental treatment, dental procedures, building their dental business, growing their dental group, etc.

Your “static content” (i.e. Your standard Home, About Us, Services pages) needs the support (now more than ever) of an active, consistently fresh blog and/or article page. Thus “home base” content that YOU own and that’s posted on YOUR online property (your website).

What’s wrong with social media?

Nothing, fundamentally. The exception is that it’s becoming more difficult for your business (including dental practices) to have, for example, a Facebook page you can effectively and profitably use without having to invest your valuable marketing dollars to maximize your reach.

What this means for you…is that you need an accessible, information-rich source of content your audience can consume consistently.

How to Use Your Dental Blog as an Engaging Home Base

1-Create and publish blog content that answers the core questions your “audience” is asking.

Start with needs. Your patient or client questions are a bread-crumb path to what’s front-of-mind related to your services.

They search…but are you answering?

“I have info on my Services pages…,” you say. Good, but remember that’s static content (meaning it rarely, if ever, changes or evolves).

Cohen highlights the 5 types of information your audience seeks,

Product information
Customer FAQ’s
How to’s
Product (or Service) styling or best-in-class practices
Ratings and reviews

Answer questions via your blog posts that tap into those areas of interest. Use their language and speak to their emotional desires.

2-Publish dental blog posts consistently to establish presence and availability.

Consistency isn’t about being obsessive. It’s more about being present as a go-to source of useful information (content).

Know your audience and their needs. Again, this relies on your listening strategies.

Use social media listening by scanning your page feeds, comment history, etc. Open channels in your clinical and/or consultant and sales force zones – what are your assistants, consultants, etc., hearing or being asked?

Publish on theme.

For example, April is Oral Cancer Awareness month, Spring and Summer is wedding and reunion season. What are your patients thinking about during those seasons – prevention, improving their appearance, etc?

Post about the value of oral cancer screenings, preventive dentistry that decreases oral cancer risk. Publish content about teeth whitening, “professional whitening vs. DIY whitening,” porcelain veneers, dental bonding, etc.

3-Spotlight and re-purpose your dental blog content via accessible channels.

Post the content primarily on your “home base” (your dental website).

Use your email list to broadcast new and available posts. Do this when new content is published and to repurpose content that informs your patients or clients about relevant questions they’re asking (those theme seasons, etc.). Provide a blog post snippet with a clickable link to the actual, full post.

Publish an e-newsletter to your list using the full blog post as the content. Include links back to your website and use the newsletter format as another opportunity to share current promotions (do this without being salesy).

Start with these. Soon you’ll be capitalizing on the current blogging renaissance.

February 2, 2017 Content marketing, Dental blog, Dental blogging, Dental marketing strategies, Dental SEO, Social Media No Comments

Are You Wasting Your Dental Blog Content with a One-and-Done Approach?

What happens when you invest your time and dollars? It’s natural to desire to protect and extend the reach of your investment.

Creating dental content is like that. Get the most value from a single piece of dental blog content whether it’s general information that leads to a patient or client decision, SEO, a click to an internal page on your website, or the development of a relationship that includes all the above and more.

A blog post is a blog post is a… (or is it?)

I often hear a consistent theme from clients. In particular, from those for whom I create blog content on a weekly or bi-weekly basis.

“Why blog or…how do we get the most “mileage” from our blog content?”

Blog content isn’t an “end” in itself. Far from it.

It’s a good (and I believe essential) place to “dip your toe” into the dental content marketing waters. But you must see beyond the “build-it-and-they-will-come” mindset.

Believe me, the consistent creation of dental blog content will boost your brand. The blog page on your dental website can become a leverage point for your influence, expertise, SEO, and social media engagement.

Think leverage when you consider the impact of your dental practice or dental business blog. But think beyond it being a one-and-done content marketing strategy.

One of my blog clients gets what I’m saying here. I write an average of two posts a month for this large, two doctor, two location dental practice.

What they do post delivery has the potential to triple the impact of each blog post. Let’s unpack their simple approach and apply it your dental content marketing strategy.

How to maximize the impact of a single piece of dental blog content and leverage it into a profit producing resource.

Commit to consistently publishing blog content

This will require time and dollars. My recommendation is to outsource this to a skilled, qualified, experienced copywriter or content creator – preferably one who knows the dental industry culture.

Sound biased? I am (unapologetically).

The reason? Your time savings plus the writing perspective that’s less technical (industry-speak) and more conversational (how people skim, read, engage content).

Your content “bread-and-butter.”

Blog content answers basic questions.
Blog content provides practical solutions to problems.
Blog content is searchable and can potentially improve your page rankings.
Blog content is flexible

Let’s explore the idea of content flexibility.

Communicate with those who already trust you

There are numerous nuances to marketing. Two are common.

The most common is invasive or interruptive. Broadcast media, sales calls, direct mail, etc., fall into that category.

Another is permission based. Seth Godin rocked the marketing world a few years ago when he published his epic book, “Permission Marketing.”

People will grant you permission when they trust you as a source of valuable information. That’s putting it way more simply than Godin does but you hopefully get the point.

For example, your email list is a good, entry level example of this idea. Patients, clients, or interested individuals have given you “permission” to email them by trusting you with their email address.

Back to your blog content…

A single blog post is for public consumption. It has a url on your website, it can be searched and found based on the title or meta-data that’s keyword sensitive, and anyone can access it and share it at will – regardless of permission or trust.

Why stop there? Model what one of my client’s does.

First, publish the content on your website’s blog page.

Then…do one of two things…

Create an email with a compelling subject line and brief “teaser” lead with a clickable “Read more…” link embedded in the body of the email that directs the reader back to the original post on your website.

Or…

Create a separate email newsletter that includes the entire blog post (what my client does).

Send it to your list.

And there’s one more…

Connect with your “tribe” on social media

Others (your “tribe”) choose to follow in addition to the above or solely via your social media channel(s). For example, your dental practice or dental business Facebook Page.

Here’s the content marketing strategy flow my client follows:

Blog post to email to…social media (Facebook Page)

I write the post and create three Facebook posts that link back to that specific post and/or another post that is linked within the blog post.

They get traffic to the original post plus traffic to another post or service page on their website. And don’t underestimate the value of posting useful, relevant, solution-focused content on your social media channel(s).

The value of the social media connection is the ongoing ability to engage via comments, answer more questions, monitor feedback, etc.

And get this…every inquiry, question, feedback comment is a “seed” for future content.

Why?

It promotes social “listening” into what their questions, problems, or concerns are. Bingo!

Now you’re back at step one – blog content!

And you thought a blog post is a blog post is a blog post…!

It’s way more. But you gotta maximize your investment.

January 19, 2017 Content marketing, Dental blog, Dental Copywriting, Dental Industry, Dental marketing strategies, Dental social media, Digital marketing, Marketing dental services, Social Media No Comments

What “Binge Watching” Can Teach You About Creating Compelling Dental Marketing Copy

Come on, “fess-up.” You know you’ve binged watched your favorite show (more than once) on Netflix or your preferred entertainment content source.

Your “guilty pleasure addiction” actually holds a principle that can transform how you strategize about and create your dental marketing copy. There’s a reason you’re compelled to stay tuned-in on the edge of your seat as the next episode or scene buffers.

My wife and I have a few “guilty pleasures” on Netflix. One is Bloodline. We’re eagerly awaiting the next, and what we’re told is the final, season (bummer).

Until then, this binge culture you and I live in prompted some thoughts about dental marketing copy and content. Fact is, you stay tuned for a reason.

And that reason has much to do with how the content is made available and is delivered.

All at once in real-time

Remember the days when you had three, yes three, choices for TV entertainment. If’ you’re of a certain age or generation, you might also recall that you were a slave to a specific viewing time and a pre-recorded amount of programming, including commercials – that you HAD to watch.

If you’re under the age of, say, 40, you perhaps have no clue what I’m talking about. Millennials and GenXr’s only know the world of instant access, everything all at once, entertainment content.

It’s mind boggling to scroll the timeline from the late 1970’s to now and realize how significantly content access and delivery has changed. Choice-access is a premium both for WHAT you consume and WHEN you consume it.

Your patients and clients are accustomed to the same. It’s how they live.

Craft a compelling storyline, share it in a compelling format, and allow them to access it in real-time. Think email, SMS (text messaging), blog, Facebook LIVE, Twitter, Periscope, YouTube, SnapChat, Instagram, etc.

More pressing – are you using these “channels” and if so, how?

Second realization and principle has to do with “intrigue” or “curiosity.”

You know how your heart races and your pulse quickens as the credits roll on the second or third or sixth episode in your Netflix series queue? The countdown to the next episode begins 10 seconds…9 seconds…5…4…3…2…1…!

No pause. You’re on to the next episode…why?

Love for the show? Perhaps more has to do with curiosity…intrigue!

Those who create entertainment content and design it’s delivery sequencing understand what all great copywriters and content creators understand:

Curiosity is powerful. There’s no limit to how effective your copy and content will be if you use curiosity to capture your reader’s attention.

From the headline of your online or direct mail promotion, to the subject line of your email, to the lead of any promotion you create – if it doesn’t appeal to your reader’s curiosity and stir their sense of intrigue – rewrite it until it does!

A third and final principle from the world of favorite show binging…

Tap into your audience’s feeling (fear) that the “end” isn’t really the “end” (for now, at least).

In other words, create repeat buy-in.

It’s a sad day indeed in our household when I receive the Netflix notification that our favorite “guilty pleasure” is wrapping up (as in, no more “seasons”).

But Netflix applies a compelling strategy.

They’re quick to add – “If you liked ?…you might also like ?”

There’s never an “end” to a familiar storyline or content that looks, sounds, and feels like the “binge” I just completed.

Those who receive your dental marketing copy or content will return and even anticipate what’s next if you give them one thing – emotional value.

In essence, know your audience and be prepared to provide more stimulating reasons to find you a source of practical value. But not just any value – the brand of value that connects at an emotional level.

Remember, “People buy for emotional not rational reasons.”

I urge to re-read this post and keep it on hand. There’s much buried between the “plot line” that can help you create more compelling copy and content (or the motivation to seek someone who can).

Speaking of plot lines…it’s about time to see what Netflix has to offer for our next “guilty pleasure.”

January 7, 2016 Dental B2B, Dental blog, Dental blogging, Dental Business, Dental Copywriting, Dental email promotions, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental social media, Dental web content that works, Dental website platform, Digital marketing, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

Are There “Gaps” in Your Dental Website That Expose You to Failure?

The recent winter weather did some damage to our property. It’s not significant but some minor repairs are in order.

Timing isn’t always on your side when the weather is involved. But the timing is always right to evaluate your current dental website and close some of the gaps that make your marketing vulnerable to failure.

A gap is precisely what I have in my fence as result of the strong winter winds that blew through my region recently. As I early mentioned, the damage isn’t significant by comparison but my suburban property feels exposed now that I lost two sections of privacy fencing.

Close the gaps

I write a significant amount of webpage copy for dental practices, dental consultants, and dental industry businesses. There’s a gap these days between those that are riding the wave of content marketing strategy (one that I do not believe will go away anytime soon) and those that are either satisfied with their online (website) presence or assume that having one up-and-done is enough.

The gap is widening. If you’re on the side of the fence that values consistent, useful content published via a blog, newsletter, podcast, online course, ebooks, email series’, etc you’re positioned to take your “world” by storm.

On the other hand, if you’re resisting or uninformed about the value of content to stimulate your dental marketing, brace yourself for a storm of frustration. You could find yourself wondering why your dental website visitors arrive but don’t stay…or more important – don’t schedule.

It’s time to close the gaps. You shouldn’t feel exposed to frustration or worse waste your valuable dental marketing dollars over the next 12 months on a website that’s basically a digital brochure.

Exposing Your Dental Website “Gaps” and the Strategic “Repairs” You Can Make to Increase Your Value to Patients or Clients

Assess the “damage”

Your patients/clients visit your website for one, primary reason – to access information about your services. Their response hinges on what they discover in the first few seconds of arriving there.

“Gap”: Thinking it’s necessary to differentiate yourself with flashy web page banners or spotlighting your brand image/logo. You can damage your online influence if you’re solely relying on “creative, visual elements” to compel your site visitor to schedule or contract with you.

Damage assessment solution: Build credibility and potential for repeat site visits by providing simple, understandable answers to the questions your patients/clients are asking.

Fill-the-gap with blog posts/articles published a minimum of two times per month, a downloadable podcast, a consistently published Q&A-like newsletter, or an easy to access and read ebook.
Spend your available annual marketing dollars on those strategies that provide useful, valuable information your visitors are seeking.

Clear the “debris”

No doubt, dentistry is a technical industry. Healthcare relies on skilled expertise to diagnose and treat effectively.

“Gap”: Thinking it’s essential to thoroughly explain the technical details of your dental services, treatment, and procedures so your patients/clients will want to schedule/use your services. In essence, believing that the more they know, the more likely they are to view you as an expert and schedule.

There’s a better way…

Clean-up solution: Your authority/expertise is recognized more by your ability to speak your site visitors language. Leave the industry-speak to your communication with colleagues, at conventions, or your local study-club.

Eliminate “jargon,” “fluff-content,” over explained services/procedures, high word count descriptions, and unnecessary credential data.
Create a compelling connection with your site visitor through every-day language via conversationally written web page copy, blog posts, articles, newsletters, etc. (to keep the language conversational and every-day it’s a good idea for someone to write it other than you…no offense).

Restore the “solution”

Clarity rules. And simplicity shouldn’t imply poor quality or design.

“Gap”: Thinking that a graphically intense, creatively unique, high word count website will build trust with your audience.

Repair solution: Creative design, more words, and indulgent graphics can make your website more difficult to navigate, to understand, and unclear about what visitors should do next. Ditch the mindset that says, “(Our) website must compete on a creative level with every other dental industry site in our area/region….”

Your patients/clients will visit, stay, return, and schedule your services for one fundamental reason – you provide clear, compelling answers to their questions or solutions to their problems. Clarity and simplicity trump creative.

Stand out creatively through informative and consistent content. Distribute your creative-vibe via your social media channels (Facebook page, Instagram, YouTube, etc.).
Be an authoritative resource and you’ll compel trust…and action. And speaking of action – restore your web pages to include a clear call-to-action (e.g. “Contact us to schedule…,” “Click here for more information…,” etc.).

These simple repairs will close the “gaps” in your website and your digital marketing strategy. It’s best to create good exposure for your authority and expertise than to be exposed via ineffective web page content.

December 3, 2015 Dental blog, Dental blogging, Dental Business, Dental Copywriter, Dental Copywriting, Dental email marketing, Dental email promotions, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental promotion ideas, Dental social media, Dental web content that works, Dental website platform, Digital marketing, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

How to Narrow Your Dental Marketing Message to One, Perfectly Clear Idea

“Let me make one thing perfectly clear…” How often is that said and the outcome couldn’t be further from the truth.

Clear and compelling communication is essential in today’s “noisy” marketing arena. Your dental marketing will benefit from a principle nestled within that often repeated, opening phrase.

Truthfully, when someone says “Let me make one thing perfectly clear…,” settle in to be “fire-hosed” with information. Why?

It’s not easy (or common) to narrow your marketing message down to one clear idea.

A current dental practice client has also secured the services of a branding agency. I initially wondered about the value of such for dental practice.

But…after a phone consultation prior to beginning my copywriting and content work with them, I soon saw the value of their branding strategy.

If there’s any value in today’s love-affair with “branding” it’s this – clarity!

Branding is in essence about “…making one thing perfectly clear…” And there in lies a principle that can significantly impact the effectiveness of your dental marketing content.

How to Narrow Your Dental Marketing Strategy to One, Perfectly Clear Idea (and Build Your Influence Around It)

Search for common themes

The client I earlier mentioned has found a common theme and they’re flavoring everything with it. Bottom-line: Get clear about who you are, what you deliver, and why your patients or clients are compelled to do business with you…repeatedly.

Being all-things-to-all-people is noble. But in business it can diminish your message and create sameness.

Listen to what your patients and clients are telling you. Channel-surf their social media comments on your Facebook page or other social channels you’re present on. Dial into their review and survey comments.
List emerging themes like “comfortable…,” “gentle…,” “on-time…,” “trustworthy…,” “delivered what was promised…,” etc.
Highlight those thematic words and create “buyer personas” to create your content around. What you mirror back to them via your blog posts, newsletter articles, email promotions, etc will often return to you in loyalty and referrals.

Weave emotional threads into your marketing promotions

You capture and maintain interest with emotion more than you do with what’s rational or technical. It’s why today’s social marketing language is referred to as “engagement.”

Create dental marketing promotions that tap into your audience’s emotions. It’s easy to pepper your content with technical jargon or industry speak because you think that creates professional appeal. What it does is create a communication gap.

On the other hand, emotion attracts people and compels a response.

People get that you’re a doctor or specialist. That’s a given.

Remember the Three Fundamental Rules of Selling:
1. People do not like to be sold.
2. People buy things for emotional, not rational reasons.
3. Once sold, people need to justify their emotional decisions with logic. (Source: AWAI, American Writers & Artists Inc.)

What your patients/clients want to know is do you have a solution for their problem. Monetary investment typically follows emotional investment.

Communicate transferable value

Solutions to problems provide two important things. One, it proves you’re listening. And two, it transfers value.

Deliver value via every dental marketing channel you use. Transform your dental website into a platform for value-driven content. Do more than explain your dental services, create content that reveals Problem-Solution scenarios your reader, listener, viewer can relate to.
Deploy value-centric surveys and data gathering strategies to determine what your audience wants from you and your services/products. This is the ultimate path to branding – listening, learning, and leveraging your discoveries for the benefit of your patients or clients.

If one thing is perfectly clear it’s that branding your dental marketing has more to do with your audience than it does your creative logo, framed mission statement, or “cute” tagline.