A picture or an image has a sort-of superpower quality. An image transports you (in the blink of an eye) to a place you couldn’t otherwise be. As the saying goes, “A picture’s worth a thousand words…”
There’s a vital secret about copy. One that increases the odds it will be read while compelling the reader to act.
Good…no…great dental copywriting shrinks the distance between the business, product, or service and the prospective buyer/user. It’s like a picture that transports you to a place you wouldn’t otherwise be. Words have that kind of power. That is, if they are strategically chosen.
Whatever dental industry business or service you promote this principle holds true. Paint a picture with the words (give or take a thousand) used in your promotions and you’ll narrow the distance between you and a prospective buyer or client.
Words do more than explain they compel! And when they compel, someone becomes a potentially long-term client, customer, and a friend of your business.
Review your latest dental marketing copy. How much of the wording explains, in detail, the features, qualities, history, etc. of your business, product, or service? Better, does it paint a picture of the benefits someone will receive when doing business with you?
If the wording gets you an A+ in the “what” category (i.e. telling everything there is to know about whatever it is you’re promoting) and it fails in the “why” or “what’s-in-it-for-me” zone, you’ve missed a significant aspect of effective copy. Give the reader an image. Lead them to a vantage point where they can see the *benefits* of doing business with you, purchasing your product, or using your services.
Again, regardless of what you provide there’s a picture to be painted. If you want to narrow the distance between your service or product and the customer or client you must find the words to create a compelling picture…or you’ll miss waves of opportunity.
Taking the easy way out by merely sloshing a few colorful words or phrases here and there and wrapping them around a few stock photo images and calling it your “dental marketing campaign” will not get the job done! Frankly, that approach is probably frustrating an already over worked assistant who feels too much responsibility for shouldering the marketing efforts you’ve passed off to them.
Picture your dental marketing copy this way for powerful results:
**Solve a problem**
Put yourself in your client’s shoes. Get under their skin – what emotions, concerns, fears, etc. is your market experiencing? Let words do the work. Use them to create an unforgettable reminder that goes a step further – picturing how you will solve their problem.
**Answer the paramount question**
If you walk in their shoes and get inside their emotions relevant to your business you’ll be better prepared to answer the question (even before they ask) – “what’s in this product or service for me?” Imagine every prospective client saying “so what!” at the end of your spiel. And rather than being offended or taken-aback you know precisely how to answer.
**Highlight the benefits**
I know I say a lot about this (and I’ll say a ton more). But, it’s really about benefits…benefits…benefits. Again, so what…you’ve got state-of-the-art HD technology…the biggest this…or the most dependable that. If you leave the benefits to their best guesswork you miss a significant photo-op – keeping with this theme.
Another thing about pictures – when the moment passes to capture one…it may never come again. Think about it!