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June 28, 2011 Dental Copywriter, Dental Copywriting, Dental Industry, Dental industry case studies, Dental marketing strategies, Dental product case studies, Dental social media, Dental web content that works, Marketing dental services, Marketing dental supplies, Social Media No Comments

Vintage Copywriting: How to Re-Purpose Your Dental Marketing Content

In my mid teen years my Dad bought an older house to salvage the lumber, brick, and stone for use to remodel our new home addition. I remember, as we speak, pulling what seemed like millions of nails from the lumber that would be re-nailed into flooring, wall studs, etc. in our new house.

The occasional reflection reveals not only my dad’s innate resourcefulness but also his wisdom. Nothing against buying or selling new. But sometimes the ever-popular and now trendy vintage approach works too!

From jeans to cars to jewelry and (in our case) home building/remodeling – vintage is cool! And the cooler thing about vintage: something always will be (think about it).

My dad’s vintage-housebuilding-resourcefulness got me to thinking about copywriting and marketing content. There could be vintage value going unused in your dental product and dental service promotions.

Here’s a few how-to insights to recover and reuse some of your dental copywriting and dental marketing content:

>Deconstruct your testimonials.

Survey quotes and satisfied customer/patient testimonials work.They’re a way for prospects, leads, and potential clients to “kick-the-tires” – so to speak- without a commitment.

Try deconstructing a few of your recent, best testimonials and reconstruct them as a case study. A case study takes the client’s experience up-a-notch by showing how your product/service solved a problem.

Julie Borgini, a copywriting colleague in the software and high-tech industry says, “Case studies are short articles that describe how companies solved a challenge with a product or service. It’s a simple and effective way to talk about your company and its services, and how they apply in a concrete way to potential clients. Think of them as a before & after picture of a situation your company faced.”

>Recycle blog content.

If you blog about your services (and I highly recommend you do) you’re sitting on a gold-mine of recycle-able content. A simple blog post can be re-purposed as an e-newsletter article, one among several chapters in a special-report you offer free to your client list, or social media posts you link back to via Twitter or your Facebook page.

>Renew web page content.

Your existing web pages may need the demolition crew…but maybe not! Consider a site-audit first!

A website audit can determine if your keywords and SEO (Search Engine Optimization) are up to speed. You’re leaving profit on-the-table if you built a website with the latest flash technology and graphics thinking that’s the answer to increasing site traffic.

You’ll be amazed at the simple tweaks a site audit will provide. And once those few edits are implemented you’ll be equally astounded at the increase in traffic and Google ranking potential.

Sometimes a little sweat-equity uncovers some still usable resources.

And another thing…the older I get the wiser my Dad becomes. Thanks Dad for a memory and lesson I’m bound to get more mileage from.

June 22, 2011 Dental B2B, Dental Business, Dental Industry, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

Do You Have a Social Media Chip-on-Your-Shoulder? (3 Keys to Get Rid of It)

Trust and authenticity are the currency of social media. And your Facebook page alongside your Twitter account and blog are the places where you should lavishly spread that currency around.

I emphasized trust and authenticity in a recent post because people are now so oriented to interacting with dental companies, dental practices, and dental supply brands who seem at least somewhat familiar with social media. And once you’ve caught on to the value of social media engagement your perspective and marketing approaches shift.

There’s a more frontal…give-it-to-me-straight marketing interaction (in contrast to the old-school, bait and switch).

There’s freedom to be yourself without the flash (in contrast to slick, hype-y…expensive marketing – think jeans and maybe a sports coat instead of suit and tie).

There’s conversation around products, services, and expertise (in contrast to if-we-build-it-they-will-come).

I think of the days of mom & pop shops. Social media is restoring confidence to business and service providers who have that grass-roots brand of marketing DNA.

Coaching a grass-roots confidence is the responsibility all who are coming into their own with social media marketing.

I once felt like a rookie in the big-leagues when I first opened my Twitter account. I resisted for months as early as 2008.

But I’m there…in fact I have two Twitter accounts. One is personal/general copywriting/marketing consultant related. The other is specific to all that within the dental industry.

I’ve had my social media ups and downs. Some days I feel like a shivering chihuahua alongside the social media big dogs.

And sometimes I write and publish on my blog like I think a big-dog would. In fact, I’m still nursing a fresh wound because I forgot what this whole social media deal looks like to someone who doesn’t engage in it (not because they’re opposed…it just isn’t something they’re into…like many marketers, still).

I’m reminded that when I speak and write about the failures of traditional marketing with my new social-media-is-all-about-trust-and-authenticity-chip-on-my-shoulder, I risk alienating those I’m still invested in.

So…here’s how to boost your social media confidence when wanna-be big-dogs (like me) mess on the lawn (or seem to be growling at those who aren’t so much into social media):

1) It’s about being yourself.

You and your business, product, service have a story to tell. Engage (that’s “talk” in social media) about the problems you’re solving, the solutions you’re delivering, the benefits you’re bringing to the marketplace. No one else can be you better than…well, you!And once you stop being “you” – it really doesn’t matter!

2) It’s about keeping it simple.

Really, what’s the point in being complicated. Life’s complicated enough and so is business.

To-the-point simplicity is a big adjustment for those new to social media. The full-frontalness of the dialogue (on a blog or via Twitter and a Facebook page) can be misunderstood as edgy or in some instances, even trite.

Hey, when Twitter allows you only 140 characters you can’t dilly-dally (a word I’d probably not use in mainstream marketing). That’s a steep learning curve for those accustomed to traditional marketing approaches.

3) It’s about creating conversation.

Once you’re around social media long enough you’ll learn that appetizing conversations begun on your Twitter or Facebook page feed should effectively transition to your website or blog via links (ow.ly, bit.ly, etc.).

Think of social media conversations (even those involving your business, products, services) like you would saying to dinner guests following a meal, “Let’s move to the patio…can I get you another drink…” There’s no hype among friends – just swapping stories in good conversation.

…and now where’s the dip for that chip-on-my-shoulder I mentioned?

June 9, 2011 Dental B2B, Dental Copywriter, Dental Copywriting, Dental email marketing, Dental email promotions, Dental Industry, Dental marketing strategies, Dental web content that works, Marketing dental services, Marketing dental supplies, Social Media No Comments

3 Ways to Step-Away-from-the-Crowd with Better Dental Copywriting

Do you know how much marketing content is published in the dental industry? Your response is probably like mine – “How much…? Not sure. But a lot!”

Your approach to copywriting as a dental marketer, dental supplier, or dental service provider will most likely follow a certain pattern. But the issue is always – will it produce the response you desire for your marketing efforts? And if it does, can it be repeated with equal or greater effectiveness each time it’s sent via email, mailed directly to your list, or posted on your dental website’s blog?

What you already have going for you may be the secret you’ve been looking for in your promotions. In print or online, revealing more of this can lift you above the crowd.

Speaking of crowds…remember a recent social function (a party or networking event). Someone – maybe only one – stood out from the pack of those you interacted with. What initially got your attention? Was it how they were dressed? How they looked? What they said or how they said it?

When all’s been said and done – this shines through. It’s…personality!

Add some personality to your dental marketing content and track the results. It’ll mean avoiding the window dressing mindset (e.g. flash, design, colors, etc.) typical of many copywriting approaches. In the end people will remember you more for the personality that shines through than the exterior coating.

Don’t misunderstand me, I’m a fan of creative, colorful, out-of-the-ordinary promotions. They catch my eye and keep me engaged.

But…

I’m hooked more when I’m drawn into the marketing conversation and it seems like only seconds have passed while it’s actually been several minutes. Good copywriting – the kind with personality – does this.

No more sleep-inducing content!

If your dental copywriting and marketing materials come with a warning label – WARNING: Do not drive or operate heavy machinery after reading this…you know what I’m talking about! More than that they’re TYPICAL…and in business – typical isn’t memorable.

It’s vital to insert personality between every line of your communications with customers and prospects (most read between the lines of what you’re saying anyway). The *personality-ethic* applies to your email promotions, your blog posts and the social media content you post on your Twitter and Facebook page, the copywriting on your website, your e-newsletter content, and more.

Here’s 3 ways to add some personality or better yet get yours working for you and the copywriting that promotes your dental products and services:

1) Inc. yourself (and not in the corporate sense)!

I consistently remember the words a colleague and mentor said to me several years ago – “be yourself.” No one else can be you better than…YOU. Management guru, Tom Peters calls it “You Inc.” or “brand-you.”

It’s about the unique personality…the DNA…you personally bring to your marketing communications. Be unafraid to let people “in” on your life and the behind-the-scenes aspects of your business-story (we talked about this in a previous post).

Step away from worn-out, weak, or ineffective branding! What you keep hidden or overshadowed (too much dependence on brand or image) might be the key to winning a client’s heart.

2) Step from behind the professional veneer.

Don’t misunderstand me. I’m a believer in being and remaining professional in all your business practices. Just don’t confuse professionalism with being pretentious, aloof, or out-of-touch.

Why is it that someone talks in plain, easy-to-understand words yet when they get behind the key-board or take pen in hand they become this austere (there I go…using a big word) “plastic” person.

Corporate jargon is just that – jargon. It may or may not reflect your niche in the dental industry…or, for that matter – you. Think about it – how effective does bureaucracy communicate – really?

3) Be anything but typical.

Aim for authenticity. I’ll continue to beat-my-drum about avoiding typical, hype-driven marketing approaches.

Hypey…salesy wording alienates more than it attracts. People do business with hype-sters for much they same reason crowds show up at a freeway pile-up…!

People much more enjoy doing business with someone who’s real…authentic…open…honest…non-salesy! That’s untypical and it works.

Personality shines through every time. Get yours going for your dental copywriting and marketing approaches. Real people enjoy doing business with REAL people. And smile while you’re at it!

May 23, 2011 Dental B2B, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email marketing, Dental email promotions, Dental industry case studies, Dental internet marketing, Dental marketing strategies, Dental product case studies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Put super-power ability to work in your marketing

I’m often asked about my copywriting. When someone asks me if I write this-or-that kind of copy I hesitate.

It’s not a hesitancy that results from questioning my ability to write a particular kind of copy. It’s more a matter of thinking how best to answer the question on-task.

“On-task?”

For example, when someone says they’re “on-task” they’re implying that they’re in the process of doing a particular thing. It could also define focus and diligence.

It’s a way of saying – “I’m working on it!” “Consider it done!”

I’m an on-task copywriter. I know how to write content that leads a prospect to a response. Most often that’s a sale.

The word, response, could refer to the intended obvious – the bottom line transaction that involves dollars being exchanged for goods or services.

Response could also describe…

…a “click” through on an email promotion I write that leads one to a more lengthy, descriptive online sales or landing page.

…the process of selling someone on your products’/services’ unique ability to solve a problem through a well-crafted case study.

…a series of tweets (on Twitter), Facebook page posts, or blog posts uniquely designed to engage prospects in a social media dialogue about your products and services.

And yes, it’s intentional!

Copywriting must be intentional. It mustn’t be unfocused, manipulative or merely creative wording.

I’m all for creative copy (I dislike manipulative copy). Especially if words can be creatively organized to promote an otherwise run-of-the-mill, one-among-a-thousand products or services in a way that leads to a measurable response.

A super-power ability.

Dan Kennedy says, “The ability to organize words that motivate people to buy is a super-power.” That’s an excellent description!

In essence, effective marketing and the copywriting that drives it has to do with the ability to organize words to ignite a response.

I’m intentional to provide copywriting that creates a sales response! I’m super-powerful that way not because of any innate ability or physical stature.

No, I don’t carry a big-thunderous hammer like Thor. And I don’t have Green Lantern super-powers.

But I do understand that words work. And I’m on-task to organize them for that purpose.

So yes, I can write your this-or-that copy.

Should we be talking…?