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April 23, 2015 Dental B2B, Dental Copywriting, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists, Uncategorized No Comments

3 Dental Email Marketing Strategies to End Inbox Overwhelm

Photo by Wilson Hui Creative Commons https://www.flickr.com/photos/wilsonhui/ — Photo by Wilson Hui
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“Email is where keystrokes go to die.”

Wait! Don’t send email to the bottom of your dental marketing strategies.

But before you send another email it would help to understand the value of your efforts.

James Clear wrote about Microsoft employee and productivity expert, Scott Hanselman’s jolting perspective.

“Email is where keystrokes go to die. You have a finite number of keystrokes left in your hands before you die.”

It makes sense that you should value your energy. Yet what if you evaluated each word you type?

Would it change what you wrote in your most recent email message to your list?
Could you use those same keystrokes to create a message or blog post that will help your readers rather than potentially repel them with another in-office special?

A simple fly-over of your own email inbox will quickly remind you of how overwhelming content can become. It’s no surprise that you wonder –

“How do I get the most return from the emails I send to my practice, house, or business list?”

That’s a good question. And there’s a one word tweak I’d offer to shift your perspective slightly.

This slight shift in perspective could be the difference in the effectiveness of your email marketing strategies. It’s all about valuing your ability to influence people for the good you want to deliver.

After all, you’re a professional. Whether you provide dental services that transform someone’s health and appearance or you provide products and services that enable dental professionals to accomplish those goals – you have something to offer.

So…here’s the shift in focus I earlier mentioned…ready?

Every marketing strategy you use (email included)

is about the “give”rather than the “get.”

It’s a valid question to ask – “How do I get the most return…”

I’m in business just like you are. I have a finite amount of time (and keystrokes) to share my expertise with the world. So getting the job done is alright by me.

These days – and here’s the deal – it’s to your advantage to give something to get something. Patients, buyers, shoppers, clients (whoever we’re talking about) are over the whole in-your-face, hyped-up sales approaches.

Make Your Keystrokes Matter by Ending Email Marketing Overwhelm

1-Email is only as effective as your intention.

Amazing thing about your senses. Especially your sense of smell.

Isn’t it interesting how you can sniff someone’s intentions. This happens with marketing all the time.

A subject line can reveal a lot about the sender’s desired result. There’s been much debate about whether you should veil your intentions or cut to the chase.

The answer depends on your relationship with your recipient(s).

For example, if you’re accustomed to a bottom-line sales message, it won’t surprise you when a subject line introduces a can’t-miss offer. If you’ve purchased from them before and you’ve benefited from their product or service it’s no issue to you.

But if you’re not on that level yet…well…you feel the turn-off. Am I right?

Think about the email communications you’re sending.

Are they worded as if the reader is a satisfied user, patient, client, customer that you’ve established a trusted relationship with?

Or…

Are they filled with numbing, pitchy content that makes the reader feel like a list number minus any real connection with you?

Check your intentions at-the-cursor. Value the relationship you have with the reader first, and in many instances, long before you value their dollars.

2-Email is engaging when it connects emotionally first and economically last.

People put their money where their heart is. That’s not a trite take-off on a common idea.

This is one of the fundamental rules of selling –

“People buy things for emotional not rational reasons.”

These days it’s more about engaging than selling. I know…I know you’re tired of hearing about engagement.

Engagement this. Engagement that. I get it.

But don’t dismiss this trendy word before you realize its intrinsic worth to your email marketing.

If you want to connect with people, get their attention. And once you have it, respect it.

Don’t dumb-down or numb-down your connection with overkill on promotional hype.

Give your readers something that sticks with them from the first keystrokes you make.

Tell a story in the first paragraph (the lead).
Connect the story to their problem (the body copy).
Reveal the solution via your service/product story to their problem (the close).

And don’t forget the all-important element…

Compel them to open and read (engage with) your email content by crafting a short, catchy (not too cute or hypey), benefit-focused subject line.

3-Email energizes your reader when it does two things:

When it’s useful – avoid short-changing or duping your reader list. Give them something they can use every time you email them.

If you’re promoting a service or product connect that to a problem they have. Make your service/product the useful benefit to solve a common problem even if they don’t schedule an appointment or purchase the product/service.

Share links to other relevant content via colleagues’ or industry leader’s blog, YouTube channel, Podcasts, etc.

Give bonus paybacks just for reading your email – add them to an exclusive group for your next promotion (before the general public), allow them priority access to a specific treatment, service, or product feature.

When it enhances communication – remember, connect before you ask for something.

Take time (via an email or two…or three) before you invite them to do something. This reveals that you value them more than what they do for you.

Ask relevant questions to understand how you can help them via your services, products, etc.

Create new email content around answers to those questions (talk about maximizing the value of your “keystrokes”).

Ask before you tell or offer. Communication works better that way.

Make your words matter – every single keystroke.

October 4, 2011 Dental Business, Dental Copywriter, Dental Industry, Dental marketing strategies, Dental social media, Marketing dental services, Social Media No Comments

The Connection-Factor that Creates Full Schedules for Dental Practices

In addition to my freelance copywriting and content strategy work in the dental industry, I’ve been a team member at a local dental practice. My countless hours of experience in the trenches (so to speak) has sharpened my perspective about dental industry marketing basics and how they fit in this new age of social media.

Much of my energy was focused on working with the hygiene coordinator to keep the hygiene schedule filled. Why? Because one of our values – and I suspect that of most dental practices – is “as goes the hygiene schedule, so goes the practice.”

It’s about being patient centered. And aside from patients who schedule for treatment or present with a tooth issue, doctors typically diagnose treatment based on that initial hygiene appointment.

Patient to practice to hygienist to doctor to treatment is a connective process.

And connection is the real reason patients maintain a relationship with their dental service provider.

How you connect is up to you. I recommend a blend of perceived old-school tools (phone, direct mail, etc.) and new media (Twitter, Facebook, Blogs, YouTube, etc.)

Use these tips for blending the “old” and “new” to create stronger patient-to-practice connections that keep your schedule full:

Use the phone.

These days we’re growing more accustomed to non-voice communications via social media. It’s refreshing to have a human voice say, “Hi…how are you…just reminding you that you’re due for an exam and cleaning.”

Remember that many people chose your practice before we started using new media. And the voice they responded to (yours) is still a viable connection point.

Besides, your voice carries an emotional connection too. It translates that someone is actually there who knows my name, remembers something important about my dental health, and took the time to focus on me.

Find your “voice.”

Script your phone calls and all communications to be natural, conversational, and engaging. Avoid outbound calls that sound robotic or too rehearsed.

Whether phone, text, email or social media – keep it real and authentic.

Be in the “driver’s seat.”

Script your calls, write texts, emails, and social media content to highlight benefits and direct a response. A benign request to call for their next appointment, or one that sounds too generic (mass produced) undermines the engaging approach you want to value in your practice.

Remember the sales principle of stating specific options. Confidently asking, “Morning or afternoon?” is more effective than “When would you like to come in…”

Again, this is a new era of connection. People (including your patients) are accustomed to more frontal and direct forms of communication thanks to social media.

Communication is about connecting.

Dental practices and dental businesses that use available tools authentically will increase their connect-ability and profits.

Comment. How are you connecting with your patients and/or clients these days? What’s working? Not working? Needs improvement?

August 23, 2011 Dental B2B, Dental Business, Dental case studies, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental Industry, Dental industry case studies, Dental internet marketing, 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

3 Online Dental Marketing Assets Worth Controlling

I have control freak tendencies. Why are you giving me that look?

Come on now. You have your issues too!

Truthfully, this sometimes freakish behavior has value.

For example, you should consider it a good thing that you want to maintain control over your dental business assets. I marvel at those who face the wind while building a vibrant business (online or offline) – especially those who knock it out day in and day out with “sweat-equity.”

A recent post on Copyblogger stoked my control-freakiness. In this instance it’s a good thing.

I encourage you to read the entire post and let it prompt whatever useful insights it should in you. But I’ll cut to the chase and share what the writer, Sonia Simone, had to say about your dental business’s most valuable assets worth protecting – on the marketing side of the equation that is.

Simone affirmed the 3 assests you should be building – and for practical purposes – controlling:

1. A well-designed website or blog populated with lots of valuable content
2. An opt-in email list, ideally with a high-quality autoresponder
3. A reputation for providing impeccable value

In essence, your dental marketing content, connections, and character are of utmost importance to the lifetime value of your business.

>Content

I think you’d agree we live in an information-rich era. Social media has raised the water level somewhat. From blogs, to Twitter, Facebook, YouTube, and more we’re a content fueled culture. And it’s not likely this will change.

But what must change is our due diligence to create and protect this asset (See Simone’s full post for her provoking insights on this).

Just as you’re not soon to stop promoting your dental industry products and services – you’ll not soon stop thinking of new and better ways to create compelling content.

Do a quick inventory:

-Do you have a blog? What’s the date of the most recent post? Who wrote it? Did it appeal to your niche? Was it actionable/practical information? Are your posts keyword-strategic? How are you curating content? (Curating? Huh!).

-Are you engaging your industry…clients with social media? How often do you post to Twitter and Facebook? If you’re a location based business do people have the option of “checking-in?” Do you give them any “love” for checking-in?

-How are you spotlighting your success-stories? Do you give clients, patients, constituents a feedback channel (surveys, etc.)? When someone provides outstanding feedback where do you feature it? Are you expanding your testimonials into benefit-rich case studies?

Just a few content questions to get your mind cranking.

>Connections

You can have outstanding content but someone has to read and benefit from it. Your list, “tribe,” or community is the all-important asset here.

People connect with you publicly when they frequent your business location (if you’re location based). If you’re online as well, and connecting there, your best asset is a combination of email and social media.

Are your social media connections one-sided? By that I mean, if you’re the only one talking without acknowledging and giving or receiving feedback – it’s one-sided.

Social media, in particular, is more of conversation than a promotional medium. Sure, it works both ways – and most of us do our fair share of promotion via Twitter, Facebook, etc.

What if you improved your approach? Instead of primarily thinking of ways to promote, sell, and market your dental services what if you gave as much or more energy to starting conversations around them?

Use social media to ask questions specific to your industry and niche. Respond to answers with a blog post or two (more connective content).

Give people an opportunity stay engaged and conversing with you by joining your email list. Reward those who connect with a content-rich special report and/or a regular enewsletter full of practical content.

Give people a reason to connect and stay connected.

>Character

80’s pop-star, Cindy Lauper sang, “I see your true colors shining through…” (If you’re too young and saying, “Cindy who?”, hop on I-Tunes and give it a spin.)

It doesn’t take long for our “true colors” to show in today’s 2.0 marketing culture – online and offline. We’re talking character here.

Reputation is everything. And character guides reputation.

Measure your character here by how much consistent and “impeccable value” you deliver to others. Does it bug you to give valuable content away for free via your blog or enewsletter? If it does, do some character inventory. You’ll be glad you did.

Remember conversations lead to relationships that lead to more clients/patients, sales, and beyond.

You’re in business to help people, right? And that’s the truest color imaginable.

Some things are worth protecting. Character ranks high. And these days so does your content and connections related.

August 16, 2011 Dental B2B, Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental Industry, Dental industry case studies, Dental marketing strategies, Dental product case studies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

“Est” Syndrome & How to Beat It in Your Dental Content

Sometimes I can’t get-over-myself. This occasionally happens when I write proposals to promote my services to a potential client.

My first hurdle with self promotion is taking myself just seriously enough to boldly inform someone that I’m the person to get-it-done for them. Something similar happens with product and service promotions.

The “est” syndrome.

This feature-focused disease includes promotion killing words like bigg-est…fast-est…great-est. The problem with “est” words is their potential to create unhealthy – or unnecessary – comparisons.

There’s a much better focus. I’ll share that in moment.

Think about making an impression on someone. That all important first impression makes it harder to breathe, doesn’t it?

You stress about your appearance – what to wear? You stress over your first words, how firm should your handshake be, etc.

It’s all about the feature presentation. And perhaps that’s the fear source.

When you think features – everything has to fit and flow just short of “perfect,” right?

But like all lasting relationships, you eventually move past the surface appearance and engage with what’s beneath – the real person. That’s where the relationship takes off and has staying-power.

The staying-power of your products and services have more to do with the deeper benefits than surface features.

Write your dental promotional content to the benefit level.

1) Look at the product or service with fresh eyes.

Ask – what problem does this service really solve? Then think solutions.

Perhaps you’ve focused so much creative energy on the presentation (features) that you’re missing your most compelling selling points (benefits).

2) List every possible problem the product/service solves (really, all you can think of).

This list could be creative-gold for your R&D (Research & Development) processes. Whiteboard or mind-map every possible problem and solution your dental product/service engages.

Punch-up your content with these gold nuggets. Benefits connect and compel your prospect’s emotions.

3) Leverage the results of happy users/clients/patients.

When a problem is solved with one of your products/services that’s an emotional deal. No, there may not be laughter and tears (depending on what their issue is) but now you’ve won a customer…perhaps for life!

Why? Because you engaged them at an emotional level – where a dental problem, an issue, etc was causing “pain.”

You delivered a timely and useful solution to their dilemma. And they’ll talk you up because of it.

But…they won’t if you don’t give them a venue. Testimonials, case studies, survey forms are excellent venues for this kind of “love.” Leverage them.

Seeing yourself as the solution (benefits) is much more effective than comparing yourself to everyone else (features).

YOU have a voice that’s uniquely YOU.

Get over yourself. Start using it.

August 9, 2011 Dental B2B, Dental Business, Dental Copywriter, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental social media, Social Media No Comments

How Un-Marketing & Social Media Can Transform Your Dental Business

I’ve been reading Scott Stratten‘s book, Un-Marketing. I scanned the book nearly a year ago because a client asked me to review a few chapters to write some themed blog posts.

I researched the book. Got intrigued. Wrote the posts. Yet I put it aside on my shelf.

Thanks to social media (amazing how it works) and a recent tweet by Nick Usborne linked to a post about Scott – his book was back in my hands all weekend.

I started dabbling in social media in 2008. A colleague (at the time) asked me over lunch if I had a Twitter and that I should get one and start tweeting. Think about how odd and a bit intimately personal that suggestion must have sounded to me at the time (“…get a Twitter…start tweeting…” Wha…?).

But I listened…just like I’m listening now.

I wasn’t ready then, and I wasn’t ready a year ago to REALLY hear what Scott Stratten has to say. Now, I’m all over it! And have been for awhile now.

In fact, social media is the primary way I’m un-marketing my business. And dental businesses and dental practices that “get” social media will un-market themselves too.

What Stratten means by un-marketing (in a nutshell) is having the mindset that marketing is more about relationships (engaging) than it is about selling (marketing without a trusted connection). The results align – people are sold – but the platform is different.

Think of social media marketing (uh, engagement) as a return to the essence of sales. It’s like a handshake long before the deal is done. It’s a connection that says – I trust you because you’ve invested time to do so.

For social media, the time investment is about information…content. And that’s where the engagement (un-marketing) starts.

What Stratten is teaching me about how to start un-marketing with social media:

1) Value relationship development.

We’ve known for eons that relationships lead to sales. But some sales relationships are like an occasional one-night-stand. Ewww…right?

Picture this – a quick mailer (the wink across the crowded bar). Then – an unsolicited email blast or two (cue creeper-pick-up-line). Continued with – a flurry of slick-eye-candy-web-popup-ads (too many drinks to remember). Boom! Sales cha-ching (“…now what was your name…?)! A tad overstated…perhaps.

Use (not abuse) social media to create trusted conversations that lead to relationships where ongoing, profitable connections are made.

2) Restore engagement to selling.

As a trained copywriter I’ve learned the necessary value of trust building. What separates profitable promotions (whether print or online) from all others is their ability to lead a reader – in a trustworthy way – to a point of decision about the product or service. And ultimately a “yes” decision.

Everyone sells. Though some (like the dental industry) don’t necessarily like using the term.

Try this – exchange sell for engage.

For the most part, engaging with social media instills a trust-oriented attitude about how you approach patients, vendors, and all prospects related.

3) Get out-of-the-box (seriously!)

I didn’t say “think-outside-the-box.” Thinking often stops short of action. And action is vital if you’re wanting to engage with social media.

I know a dental business is at least thinking outside-the-box (about un-marketing) when I see social media buttons show up on their website or email signature. And that’s a good, commendable start.

But there’s more to going social than eye-candy buttons that indicate a Twitter account, a Facebook page or a Google + presence.

Take action…engage already!
>Ask questions you/your clients/patients want answered. Social media is generous with information.

>Answer questions others are asking. Give and receive (there’s something “golden” about that rule).

>Establish a consistent routine. Random activity (not engagement) will deliver random (that’s being generous) results.

>Get help. There’s plenty of us who see engagement as an un-marketing lifestyle and not a passing trend (Check our Twitter profile feed too. Follower numbers tell less about engagement than a consistent timeline of quality…tweeted content).

Now to un-finish Stratten’s Un-Marketing book!

August 2, 2011 Dental B2B, Dental Business, Dental Industry, Dental internet marketing, Dental social media, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

3 Ways to Increase Your Social Media Capital

Portions of this post – written by yours truly – were previously published on the Dentoola blog.

Trust rules. That’s why I’ve talked about it in a post or two.

It’s among the reasons you and I check our Twitter “Follows.” Making sure a “follower” is actually a trusted individual and not some “bot” with “size-matters” issues (follow/follower-list size, that is).

Trust Agents by Chris Brogan and Julien Smith affirms how essential trust is – not only in how we do business but how we engage on social media.

Social capital (the currency of web based influence as Brogan and Smith refer to it) is built over time. Like monetary capital, social capital can be spent quick and easy or increased day by day if not minute to minute. (Read Brogan’s and Smith’s book to get a useful scope about who a “trust agent” is and what they do.)

Recognize the value of social capital and trust if you’re going to succeed using social media as a dental marketing tool. Join the social media crowd – only – if you’re willing to be a trust-builder through consistent and relevant content.

3 ways to increase your social capital by becoming a trusted voice:

1) Listen

Tune into channels that have a voice in your industry and/or your niche. Sort, cull, and develop a “feed” list of those who seem to have their finger-on-the-pulse of what would benefit your “crowd.” (Use Google Reader, etc.)

Who is creating or repeating (retweeting, liking) relevant, useful dental industry content? And while you’re searching, become a voice by opening a channel.

Start listening with a blog page on your website. Then launch a Twitter account followed by a Facebook page.And if you’re a networking maven get LinkedIn.

2) Learn

Spend time on your industry’s blogs, Twitter, and Facebook pages (see 1-“Listen”). Learn what content others are sharing. Learn how they’re sharing it and how often they share (post) their content. Learn where they curate their content.

Sure, trust is earned. It’s also learned when you become a student of others who’ve paid-their-dues to earn it!

3) Leverage

Leverage your trust into social media capital. For example, consider how you built your dental practice. You’ve become a trusted source of patient care and treatment expertise overnight…right? Of course not.

How have you built your reputation in a specific dental industry niche? You deliver quality, useful products to a market segment on a platform of trust.

In principle, think of your social media presence in terms of how you’ve developed trust as a dental industry provider. You give excellent expertise consistently. And when people experience a dental issue who comes to mind? You, of course!

Why? They trust you!

Increase yours online as you become a trust agent – listen, learn, and leverage.

June 21, 2011 Dental Business, Dental Copywriter, Dental Copywriting, Dental marketing strategies, Marketing dental services, Social Media No Comments

If You’ve Ever Been Duped with Fine-Print (Or Been the Dup-er)…Read This!

If you’ve ever been teased or pranked – you know the feeling. It’s irritating to be duped. And while duped might be a bit strong, it carries the emotional punch necessary to explain what I’m talking about.

Occasionally I receive a mailer with a headline announcing something like a SPECIAL PRICE…etc.The layout and content do their job, grabbing my attention just as it was designed to do.

But…

My careful (yet not so common for many) eye is drawn to the fine print beneath the SPECIAL PRICE offer indicating the rules-of-engagement, so to speak!

Now first of all, I understand the power of headlines – it’s what I do for crying-out-loud! I’m a copywriter! And next, I’m aware of the significance of a strong, compelling offer.

Beyond that…

Maybe it’s personal. And perhaps I’m being nit-picky. And possibly I’ve missed something as I consistently learn from master copywriters to hone my craft.

But I must ask: is fine-print necessary in marketing content?

Fine-print has been around for decades (if not longer) in marketing. The often comical equivalent in TV and radio ads are those fast talking auto commercials (don’t get me started on their absurdity – that’s another topic).

Seriously, if the voice over person runs out of breath explaining the deal restrictions before his/her 15 to 30 seconds are up…what’s that about?

In reality, effective headlines and related offers draw you in…tease you a bit…and compel you to take action. That’s great (even good) copywriting!

Why use fine-print? As if to say – “Oh, by the way you’ll need to do this and that to qualify for our amazing deal…see, it’s written right here…let me fetch you a magnifying glass or find you a pair of reading glasses…I still hope you’ll take advantage of our special offer cause we’d love to have your business…” Are you serious?!

Consider this if/when you must use fine-print…

Sometimes you’re forced to use fine-print due to space limitations on a postcard mailer, for example. If so, make sure your copywriting states or restates the offer and doesn’t hide the facts from the reader.

Qualify the reader’s relationship to the SPECIAL OFFER right up front in an easy-to-read…can’t-miss headline (that’s where it matters most). Save the fine-print for take-it-or-leave-it clarifying content, directions, weblinks, instructions, etc. that naturally follows the headline/lead copy.

Be careful…don’t undermine your marketing integrity.

If you worked hard enough to come up with an offer that compels a response why not include that in your headline and lead instead of giving buyers the “oh-by-the-way” real-scoop in the fine print?

1) Don’t mislead hoping I’ll misread!

In the dental copywriting world, if you’re promoting an “$89 TEETH WHITENING SPECIAL…” Tell them it’s for NEW PATIENTS in the offer headline.

What do you lose by including that fact there instead of something like the fine-print version that might read…

“For new patients only who have not had more than 15 cups of coffee, wine, or other tooth staining beverages in the last six months while vacationing in resorts south of the Gulf of Mexico including but not limited to the Cayman Islands, Puerto Rico, and Antigua…”

Invest the time to come up with an offer that compels and just tell them what it is. Then they can decide. After all, decision is their prerogative.

Which reminds…

2) Don’t decide for them by luring them in your door or teasing them into a phone call to obtain your offer only to leave them hanging when they find out they don’t qualify (because they didn’t read the “real-deal” in the fine print).

Now they feel stupid…and (if they’re not strong willed) obligated! Sort of helps you understand why many distrust advertising, doesn’t it?

I realize marketers (I am one) assume people are smart enough to read the fine print and to know the set up (which I also realize might weaken my case a bit). But these days marketers should also assume something else…

Today’s consumers/buyers are engaged in social media where trust and authenticity rule!

They’re savvy enough to know when they’re being duped. And they’re equally capable of moving on to sellers/marketers who say it simply…clearly…and compellingly (in a first-glance-readable font) and let them make up their mind then and there!