Sometimes the strain is too much. In my case it was the strain I consistently felt in my neck.
A practical Christmas gift solved that problem. And it prompted me to think about a principle that can keep your dental content and dental marketing from being well…a pain-the-neck.
I’m at my desk for the majority of each work day. My stand-up desk, though efficient and good for my overall health, even so created ongoing tension in my neck and shoulders.
Looking down at my MacBook Pro all day left me sore at day’s end.
I browsed for a more ergonomic solution. And viola!
The Rain mStand.
This gorgeous piece of aluminum looks sweet on my desk top. More important, it provides the lift I need to bring my MacBook Pro to eye-level.
Mom hooked me up with one for Christmas. I’m stoked about it.
Everything’s at eye-level now. Neck-strain gone!
Got me to thinking about marketing-strain.
What’s that you ask?
Consider it any promotion, copy, or piece of content that fails to meet your reader, client, patient, or customer at eye-level.
Eye-to-eye or “die!”
Might seem extreme. But in a world of “hey-look-at-us-and-how-great-we-are” marketing it removes the pain.
Marketing that’s so feature heavy and bloated with industry-speak that it weighs your core message down isn’t compelling.
There’s a better way.
How to Create Dental Marketing Copy and Dental Marketing Content That Meets People at Eye-Level
1-Get personal
Your dental marketing strategy has one purpose, ultimately. It’s to consistently meet your patient/client at their personal “pain-points.”
To clarify, not all patients/clients are at a pain threshold all the time. Much of the time they’re simply looking for a solution to a problem.
This demands that you personalize your strategies.
Speak to each as an individual rather than a collective group. For example, use the word “you.”
This trains you to think in terms of a single person. You’ll naturally write, promote, market as if you’re speaking to them alone.
More important, they’ll feel it too.
2-Stop “selling”
Might seem strange to hear that said in a discussion of marketing. True, “selling” is the outcome of your dental marketing.
Though you perhaps don’t like to think of what you do as “selling” it’s the reality of marketing.
But…
It’s important to understand that the concept of “selling” is much different than the approach that feels and sounds “salesy.” Before you dismiss this point as a matter of semantics, think about it.
“People (you included) don’t like the idea of being sold.”
It’s more a matter of connecting their personal desires, emotions, problems to a solution. That connection is where the real value of “selling” takes place.
You create a “fan” over time by how you engage them with your solutions. If you sound, write, promote like a 15 second tv commercial you’ll do nothing more than numb your market.
Tap into your patient’s/client’s emotional buying motives. It’s reflected in a classic marketing formula according to Theodore “Ted” Levitt:
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
And that, my friends, leads to a third and final idea…
3-Solve problems
The “drill” (according to Levitt) isn’t the ultimate, desired solution. The “hole” is!
In our feature-intensive marketing language it’s easy to forget the problem-solution-benefit equation. That is, how your services/products are described or packaged isn’t as valuable to your patient/client as the solution-benefit it provides.
Know your “audience” and you’ll speak to their pain. Listen to chair side conversations, consultant feedback, online reviews, search data, social media data and conversations, etc.
Mine conversations for problems that your unique services/products can solve. Create content that highlights how the problem/pain is solved.
Your dental marketing value will increase within your niche when you give your patients/clients consistent reason to trust your expertise.
Get eye-level. Your pain and theirs will disappear.
