I love it when clients “get” what I’m about to share with you! It’s simple really and it can add value to your dental content – online or offline.

I recently wrote the copy for a dental client’s website. The pediatric dental content was brief and to the point – as they preferred.

They asked for a minor revision. It involved copy on a somewhat obscure dental issue. Though pleased with the copy, the client recognized that the existing content could be a bit confusing to their “audience.”

It’s vital that your content connect on a compelling AND clear level with your reader.

I made a minor adjustment to the copy. All it involved was a simple tweak in the language followed by a clarifying explanation of the issue.

I’ll share the “language” I used in a moment.

Clarity first

I’ve written about what is called the “power of one.” It’s the principle that your copy/content is more compelling and useful when it focuses on one, clear idea.

It’s common for marketing or promotional copy/content to take on too much. Words carry weight but too many ideas all at once can weigh-down and confuse your reader.

Narrow your focus to one clear, compelling, big idea. And make sure that idea is clearly communicated (what my client gets).

How to Assure that Your Dental Content is Clearly Useful

1-Know your audience

This is Communication-101. Who are you talking, writing, marketing, promoting to? Dentistry is a technical, knowledge-based industry. As a dentist, your education holds esteemed value to your patients (and it certainly should).

Your audience “pays” for your knowledge and expertise. But that knowledge-base requires a clear explanation when it’s shared with those other than industry colleagues (i.e., your patients).

• View your services through the “eyes” of your patient. Explain, promote, educate them with words they understand. This is a fundamental task of my dental content writing – clarifying and attaching benefits to what is otherwise obscure or irrelevant.
• Get to the benefit level as quickly and clearly as possible. Remember that the benefits of your services must connect with your patient’s emotions. Features, on the other hand, appeal to their logic. Use both (features and benefits) but clarify what you provide around the benefit they will receive.

2-Paint a “picture.”

It’s useful to illustrate the “idea” you’re communicating. This is what I did recently with my client.

I used a few simple words to clarify the complex issue. Instead of using albeit accurate technical language I illustrated it by saying, “Think of it this way…,” then crafted a short connection to a relatable idea.

Those simple words shifted their thinking to something they could understand. When your reader makes the “shift” they inch closer to accepting what you’re communicating.

Art takes work.

Invest time creating clear ways to communicate your services. What can you compare it to? Is there a connection to something your patient(s) know and understand?

3-Tell a story.

This is about your core message. Those who read your content aren’t looking for a screenplay but they are looking for value in what your provide.

The more you draw them into your services the better your outcomes.

• Help your patient see themselves using and benefitting from your service. It’s not about “whiter teeth” it’s really about confidence at their daughter’s wedding or feeling attractive at their upcoming high school reunion.
• List as many plot-lines as you can think of for each of your dental services. By “plot-line” I’m referring to the path you guide them on from problem to solution. What ultimately does this “problem” cause if avoided and what would it look like if they accept the “solution?”
• Mine your reviews, surveys, and patient testimonials for story themes. Patients tell you their story through their post-treatment comments. Listen chair side for clues to your patient’s story. What are they really wanting from the service you’ve treatment planned for them?

That’s story!

Simplify your copy. And remember that clarity adds value to the content you publish to promote your services.