Being unique for the sake of…well…being unique isn’t a strategy. But there is something about a deep-dive into what makes your services and products “unique” that CAN impact your dental marketing success.

Brian Clark shared a post on Copyblogger that I must credit for “seeding” my thoughts on this one.

“In the 1920’s, Schlitz beer went from fifth in the market to a tie for first. All because a sharp copywriter named Claude Hopkins highlighted their water purification process in an advertisement.

Never mind that all beer companies used the same process. No one had told that story before.” [Read more of Brian’s post]

I’m frequently asked by clients and colleagues, “How can you write fresh content about the same ole’ services over and over again.” Their question reveals what they perceive about the dental niche and what’s somewhat accurate (i.e. how much can you write about dental implants, crowns, etc.?).

That question, perception, and Clark’s content lead to a solution and a strategy that can energize your dental marketing content.

A story that’s not been told

Your services and products are in competition. It’s not so much a competitive process that involves whether one is better than another.

The competitive advantage of your products and services has more to do with the benefit-solution outcome. It’s common in most print and online (digital) marketing promotions to highlight the features of a particular product/service.

Why?

It’s easy to throw the terms “greatest,” “state-of-the-art,” “latest,” “cutting-edge,” etc on top of a few specific technical descriptions and garnish it with a smiling-face image or three…and viola!…send it off to your assistant to post on your website. Then wait for your phone to ring off the desk with inquiries, appointments, or purchases.

What’s missing is the “story that’s not been told.” In essence this is what’s known as your “unique selling proposition” (USP).

It’s as simple an addition to your marketing content as Hopkins highlighting Schlitz’s water purification process.

How to Deep-Dive Into Your Services and Products to Discover a New “Story” That Will Deliver Compelling Solutions

List and lead with benefits.

Always be thinking, “What problem does this solve…what solution does this provide…how is this (?) different than any other approach to solving X problem?”

• Dimensional-ize every benefit you list by going even further beneath the surface. For example, teeth whitening does more than brighten your teeth up to eight shades (benefit). Teeth whitening gives you the confidence to walk into your next class reunion like you’ve just been crowned homecoming king or queen (deeper, dimensional-ized benefit).
• Find the deeper levels of solutions and benefits that tap directly into the emotions of your patients, clients, or leads.

Appeal to logic with features.

This the proper use of all those features you’re so quick to talk about. Only use them after you’ve uncovered every benefit-solution you can think of that your product/service provides.

The “story” plot thickens when you get their pulse racing with benefits (”Teeth whitening…confidence…homecoming king or queen…!, etc.”). Then you help them rationalize their decision to schedule, purchase, etc with features (”The newest…no-after-taste…teeth whitening product on the market…available in our comfortable, whitening salon…at our new dental facility…”).

Content marketing works. It’s an effective strategy that promotes your dental services and products with a fresh, new “story” that’s unique…and compelling.