What’s my gut reaction when a client or someone kicking-the-tires of my services leans toward writing their own dental content?
“Slow your roll…!”
I’m all about going-for-it. Yet, can you really afford a DIY (Do-It-Yourself) approach to dental copywriting or dental content creation (considering available time for starters)?
There’s more to copywriting than throwing some words on a page or screen…hitting publish…clicking send…and waiting for your phone to ring or a contact form to be received.
Sure, I’m biased as a trained, experienced, pro copywriter. I apply my skills in the art of copywriting and content creation with a strategic focus in the dental industry.
This is everything when writing dental content
The reader, more than your knowledge or expertise, is the focus! Think through these questions about copy and content writing…and pause before you answer….
- Can you ditch the technical, industry-speak jargon and still make your point?
- Are you able to write conversationally?
Here’s the essence of what I’m talking about…
Would you say it sitting on a barstool?
When writing imagine sitting on a barstool. Picture yourself in a conversation with a friend, colleague, family member, or someone you just met.
Imagine sitting there…it’s casual…you’re comfortable…they’re at ease…you’re having a simple chat!
The conversation can quickly go one of two ways:
One, boredom sets in. They wonder when the conversation will end. They turn the page or they “click” away from your message.
Or…
Two, they stay engaged. They sit up and lean forward…”Tell me more…I hear you…I’d like some more information…Let’s talk soon…!”
Copywriting and content creation requires proper voice. Otherwise it’s just words (blah, blah, blah…yada, yada, yada).
Keep it conversational.
Now back to the barstool…
Implement these “Barstool” Copywriting Strategies in Your Dental Copy and Content
Write like you talk
Keep it casual and to the point. If you were sitting on a barstool, enjoying a beverage, how would you describe the service, procedure, treatment, or product?
Conversational copywriting:
- Dials-down the tech-speak
- Avoids the use of complicated, industry-insider words and terms
- Isn’t hype-driven or salesy
Make an impression without trying to impress
Will your reader leave the “conversation” remembering the easy-going, comfortable, engaging way you communicated with them?
Good conversational copywriting promotes a tell-me-more feeling. The impression you make can repel people or bring them back for more.
Let the communication process work for you
Content marketing is about building trust…ahead of the “sale” or “buying decision.” If you rely too much on your ability to “Wow” with hyper or confusing creativity you’ll send a less than engaging message.
Trust translates via your conversational tone.
Dress your language less formal and more casual
Good copy and content are comfortable like your favorite jeans, shorts, and t-shirt. If you feel relaxed you’ll communicate that way and your reader will relax too. (Remember the trust factor?)
And get the image of your English teacher out of your mind. Gotta love ‘em. But now’s not the time to stress over “crossing your t’s…dotting your i’s,” losing your mind over sentence structure, or worrying about being ticketed by the “grammar police.”
Sure, the basic rules of grammar apply. Sloppy isn’t the answer.
Instead…
Use good judgement. Be easy to read – remember it’s like a good conversation on a barstool.
What’s easy to read is easy to understand. And what’s understood compels a scheduled appointment, a product purchased, or an idea applied.
Communicate effortlessly
Envision effortless like Tiger Woods driving a golf ball or Steph Curry nailing a three-pointer. A professional’s skill appears second nature, fluid, “invisible.”
Make your writing “invisible!”
Be aware of how your words promote your services or products. Write to showcase benefits and results.
Features entice. Benefits sell!
Pause before you go all DIY on your next dental marketing promotion. Evaluate your dental copywriting and dental content using the “barstool test.” Your results could depend on it!
