client engagement
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!
How to be known as an “industry expert”
“What do I really have to offer the industry or more specifically – the niche – I work in?” It’s an important question that forces me to inventory the benefits I deliver.
This week I’ve been writing and editing a report that I’ll deliver FREE to my prospective client list. There’s an important reason I’m doing this…and why you might consider doing the same on a routine basis.
Why a special report…case study…or white paper is an important tool in your marketing toolbox:
>It encourages “expert” status.
Not everyone and certainly not even a large number of people know what you know. And if even if they do -who’s taking the time to put it in writing.
Frankly, writing scares most people. Or the few who do take a shot at it, start a document in their word processor perhaps never to return to it.
When you put your insight, knowledge, and skills out there you set yourself up as a go-to service provider. When an issue or challenge arises that your content addresses – in even a remote way – guess who comes to mind.
Thinking yourself and your services as “expert” isn’t arrogant. In fact, it’s more self-centered to hold on to your knowledge base – think about it!
>It puts you on the solution-side of the marketplace.
Talking-heads in today’s media numb us to the real issue – “how do we fix this?” If as much time were given to solutions as is given to pointing out the problems mainstream media would lose a substantial amount of “voice” and many bloated pontificators would be speechless.
It’s easier to focus on problems…on what needs fixing than it is to dig in, roll up your sleeves and do the work.
A steady stream of information that you publish – full of solutions to common market and industry problems – will give you “voice!”
Get to know the problems, issues, and challenges facing your particular niche/industry. Follow the social media feeds within your industry. Subscribe to industry blogs. Read comments. Engage others via your comments.
Create an idea file of common and current problems you discover. Do some extra-mile research and write some tips for solving the issues at hand.
Your opinion and insights count just as much as anyone’s. And putting your thoughts out there gives you a stake in helping solve some issues for your constituents.
>It gives you content to repurpose again and again.
Social media is about content delivery. Throughout the day I send tweets and Facebook posts to my Evernote account. I’ve developed a reference library that I can tap into any time and any place. And the reason is due to the content others unashamedly publish on a consistent basis through social media.
Again, being a solution-content source is a top reason to be a consistent info publisher. Once you’ve produced even one 10 to 20 page report-like document you can repurpose it a piece at a time and have months of content to send out via Twitter and your Facebook page.
What keeps many from jumping into the social media zone (or thinking it’s a waste of time and energy) is lack of shareable, useful content.
Having a report, white paper, or case study densely packed with beneficial content in your marketing repertoire gives you a well of information to share with others. And contrary to what you might believe – people really do hunger for information especially the brand that provides solutions to their problems.
Give yourself some credit for what you know. And get it in writing.
Special reports, case studies, white papers, social media content, blog posts, enewsletter articles are among my copywriting expertise. Don’t keep your expertise under-wraps. Contact me today to write yours!
Why saying “trust me” destroys trust in marketing
A close family member recently experienced a salesperson’s attempt to close-the-deal by shoving a contract across his desk with the words, something to the effect of, “Come on…sign the (expletive) papers and let’s get this done…!”
Had this been a multi-million dollar deal, built on months of negotiations, with significant upside potential, I’d understand the context. And I’d probably take the expletive emphasis as bold, banter between two soon-to-be business partners one of whom was probably attempting to prove he had a “pair!”
It wasn’t that at all…
The close family member is a young, nervous-as-one-would-expect, first time car buyer. The salesperson (obviously trying to prove he had a “pair”) couldn’t be further from earning the trust he needed to secure the deal.
Would the salesperson have made a better impression saying what’s commonly said in such deal-making scenarios – “Trust me!”
You hear or read those words all the time in advertising.
- “Trust me, ‘X’ the single best product on the market for…”
- “You can count on us…the most trusted source of…”
- “Trust us to deliver the most effective…”
Do you instill trust by merely asking someone to trust you or saying your product/service is the most trusted?
I’ll let you make up your own mind. But I’ll go on record saying, trust is earned.
And a primary way to develop trust is through a relationship not merely telling someone to “trust you.”
Trust emerges on a solid track record of credible engagement.
The problem with many sales approaches (such as the above mentioned car deal) is the forced timing that many salespeople deploy. It’s why I prefer writing marketing copy and why businesses benefit from solid, credible copywriting in it’s various forms – a story-based email promotion, a series of autoresponder emails, a long-form sales letter, engaging blog posts, Twitter feeds, and Facebook page posts, case studies, etc.
Write these effectively and trust rises to the top much quicker than forced, “trust me,” manipulation. And with it comes credibility your prospects will return to again and again!
Master copywriter and trainer, Will Newman shares these five easy-to-implement strategies to help build credibility on a foundation of trust:
1–“Avoid hype.”
Saying you’re “the world’s greatest…” works in infomercials for a variety of reasons but is that your medium? Calm, authoritative approaches do more to establish trusting clients/customers.
2–“Avoid vague or unsubstantiated claims.”
Backing up your comments with substantial data shows you’ve done your “homework” – adding credibility. Instead of proclaiming, “The world’s greatest…,” describe how your product/service/etc. is proven to accomplish this or that by a certain percentage, etc.
3–“Give your prospect a reason to believe.”
Claims of effectiveness, etc. backed by proof and endorsement within your marketing content adds to your believability. And it builds credibility.
4–“Speak to (prospects) as an equal.”
Know-it-alls are seldom listened to. A friendly, realistic, conversational tone establishes a connection.
5–“Respect your prospect and their needs.”
This is a core trust builder. Respect follows trust.
Build trust in your marketing with clear, compelling copywriting.
12 Reasons Why Businesses Fail at Social Media (And How You Can Succeed)
Browsing my Evernote idea file to write today’s post I came across this one I had clipped weeks ago – 2011 Predictions: Top 12 Reasons Businesses Will Fail at Social Media.
I encourage you…don’t let the negative post title think it’s all doom & gloom. In fact, give attention to the “12” and your business could take the lead ahead of other social-media-wanna-be’s in your niche.
My thanks to FruitZoom for the frontal perspective. I’ll share their “12 Reasons…” and zero in on a quote from each so you get the idea. Go to their site to catch the full scoop from their post.
1-“Don’t understand the ecosystem…
(Social media)…doesn’t work like the days of traditional advertising where you push a message and expect to change thought via a cool ad, billboard or tv commercial. Instead you must not only find a way to become part of the community, build your own community but also be able to successfully grab attention of your audiences authentically and via relationships.”
2-“They hire the wrong consultant or agency…
One size does not fit all and a cookie cutter approach not focused on your market niche is going to bring zero to little positive return. Organizations must take responsibilities to do their research, not believe everything they hear from a consultant and do no accept status quo or ‘one size fits all’ solutions.”
3-“They execute via Random Acts of Social Media (RASM’s)…
Organizations must set goals and objectives before engaging in social media. Don’t tweet randomly…To avoid randomness in social media integration is key to success. Social media needs to be integrated into the DNA of business.”
4-“Have wrong social mindset…
They may lack the understanding that social media requires engagement. They may have the mindset that they’ll simply use social media as an additional venue for blasting noise, coupons and other…Social media cannot be leveraged as other traditional mediums.”
5-“Underestimate the resources and knowledge required…
You need more than an intern with a twitter account to execute your social media plan and connect with your audience in a way that represents your brand and market positioning…Although you’ll hear the clueless tell you ‘social media is free.’ Sorry folks it’s not. It steals your greatest asset which is time. It eats ROI for breakfast if you let it.”
6-“They don’t engage…
Bottom line, you must engage with your audience. Do more than tweet at them, tweet with them. Join in the fun. Inspire them to connect with you. Attract them organically to your brand and the people inside your corporate walls.”
7-“They don’t implement a social media policy…
(A social media policy) will protect an organization from legal risks and set a standard for how employees and partners should engage in social media on behalf of the company.”
8-“Lack roles & responsibilities…
Take the time to iron out the internal battles or insecurities within an organization…Clearly define roles…Flying by the seat of your pants will get you flat on your butt and nowhere fun!”
9-“Assume social media will fix their broken business…
If your business is broken, sales is not working with marketing, your message sucks, your audience doesn’t like you…sorry folks, these problems (cannot) will not be solved by social media. In fact, social media will make them worse.”
10-“Make a bad first impression…
Your goal is to build community and inspire people to take action. If you make a terrible first impression the chances of that visitor ever returning to your Facebook page are slim to none.”
11-“Have unrealistic expectations for social media…
Do your research and be realistic with the goals and objectives. You must be patient with social media.”
12-“They are boring…
Social media is about inspiring an audience to connect with you. If you have struggled with this offline or with other traditional media, chances are a Twitter account and a Facebook page are not going to fix it…Connecting with your audience is a requirement not an option regardless of the medium.”
Social media works. Don’t be overwhelmed by the growing list of faux pauxs many are making with it.
Ask for help, plan your use of social media, and work your plan by diving in…start engaging!
The Voice and your copywriting tone
The Voice is an NBC prime time television series that features musical superstars Christina Aguilera, Cee Lo Green, Blake Shelton, and Adam Levine (of Maroon Five) as judges. Each selected their team of vocalists from a parade of vocal talent. The catch – they initially listened to them sing with their backs turned to them, only focusing on the contestant’s voice.
Think about it, we listen to radio, a download, or an album in much the same way. We hear the voice without seeing the singer.
I admit, sometimes when I’m watching American Idol I’ll close my eyes as the competitor sings. Focusing on their voice instead of their presentation reveals something about their talent.
Voice connects. And it’s the starting point for effective copywriting.
Voice is the tone, attitude, or style chosen to communicate the message. It’s how you focus and evaluate your marketing content.
Is your voice clear to your target audience? Can readers hear your voice over the noise of other competitors? Does the presentation/packaging hide your voice?
And such an evaluation begs the deeper question – what IS my voice and how do I choose IT? I’ll make it easy by suggesting one voice that works.
Direct response copywriter, Paul Hollingshead, suggests…
“Imagine the person you’re writing to. Picture him or her as a friend.”
Writing to a friend is entirely different than keeping it strictly business. The error many make in the first sentence is taking on a formal…corporate voice.
Here’s how to use a friend-to-friend copywriting voice:
Be conversational.
Write like you talk. People appreciate and relate best to everyday language.
Keep it casual.
The goal of marketing is the sale. But keep in mind that people don’t like the idea of being sold. Copywriting should engage emotions.
And speaking of emotions…
Connect emotionally.
One of the fundamental rules of selling, according to Michael Masterson, is “people buy for emotional not rational reasons.” As a dental supplier…dental marketer that means people are more interested in the emotional benefits of the latest teeth whitening product than they are the “latest…greatest” features you’re promoting!
Find your voice and your market will listen!
A marketing secret you may be missing
Words make or break your marketing message. As much as power-packed words add to the mix, there’s another key – credibility. It’s the personal element behind those words.
I’m an insatiable reader. I read for mentoring, to sharpen my skills, to gain and keep my professional and personal-performance edge. Occasionally I’ll escape the daily routine through good fiction or thought provoking essays.
I subscribe to nearly a dozen e-zines. Their content occasionally prompts me to part with my money to purchase a resource or two. That’s the power of well-written copy.
I’m reminded of an experience I had with the writer/publisher of resources I frequently read. He taught me something of vital importance about marketing.
RB is among the top professionals in his field. He’s well paid for his expertise – approaching 30 years of experience. I consider him a mentor via his printed resources.
I was facing an interview with a potential client. I needed some insight in order to do the assigned work. I believed RB – with his resume of experience – could help. I sent him a brief email, hopeful he’d reply (in a a day or two) with direction to one of his relevant resources.
Not 5 minutes after clicking –send- my phone rang – “Hello…” “Hi, Eddie this is RB…listen I’ve got a resource you might be interested in…” The conversation continued for a couple of minutes. It led to an offer of assistance (on his part – no charge) and my agreement to reciprocate with some assistance of my own and I soon found a very helpful resource arriving in my in-box.
What’s most valuable about that experience? That I received needed help…promptly? Certainly! But more than that – I’ll unpack it in a moment.
I’ve read countless chapters of RB’s resources. As I said, his words mentor me in my craft as a professional copywriter. Now his words have even greater impact because they’ve moved from the printed page to another level.
Here’s my point…
Say what you will about *customer service* and its effect on your marketing. Sometimes the simplest approaches leave the most lasting impression. I’m a raving fan of RB and his resources. His recent actions increased my sense that I’m a valued “customer,” even though I’m an industry colleague as well.
His actions go beyond mere customer service to what I call *relational-capital*.
Relationships matter! Face to face, in print, online, or through the phone – it matters that you establish them. Diligently work to maintain them and they’ll serve you – even pay you – repeatedly!
Here’s how to improve your relational-capital:
–>Maximize your *marketing moments*
Well-worded resources are the base-line of moment to moment marketing. You’ve created a brochure…launched a website…invested in advertising space in a trade journal…or increased your PPC (pay-per-click) or Google ad-word budget. Those are good, measurable uses of your time and marketing resources.
Remember you earn a massive amount of credibility when you increase your relational-capital in the process. Moments – even methods – come and go – relationships last!
Social media has raised the marketing game to new levels. You can engage your clients and potential ones in the moment via a tweet, a like, page post, blog post, etc. If you’re not using social media, you’re leaving tons of relational-capital to those who recognize it’s value for building relationships with their market. Start engaging!
–>Activate an *act now* approach
A client or potential client requests information about a product or service you provide. Whether they leave a voice mail or send an email, develop the habit of responding via the most relational action (again, social media is free and available).
99.9% of the time it’s the personal touch that makes the greatest impression (face-to-face or phone). Use social media, e-mail, and text-messaging…just don’t hide behind them.
–>Favor frequent *follow-up*
Marketing coach, Ali Brown, says, “The fortune is in the follow-up.” Simply put. Be vigilant about staying on the radar of your clients and prospects. Pick up the phone…make the call…send a brief email…use social media…mail a postcard or another form of direct mail. Frequent follow-up builds the relationship.
Learn from and be inspired by my experience. In marketing as in life…relationships pay! And relational-capital can increase your profits!
3 Fundamentals for Publishing an Enewsletter as a Follow-up Tool
The problem may not be your lack of follow-up but how consistently you lack it.
Think about it! You have good intentions when it comes to following up on prospects and potential leads in your dental marketing.
But how many times can you draft an email or hand-written note and keep doing it over and over. At some point you must somewhat “automate” the marketing follow-up process.
An effective way to “automate” your follow-up is through consistently publishing an enewsletter. And it can be as simple as repurposing a blog post.
In fact, that’s a good place to begin as a I offer a few tips to get started with publishing an enewsletter.
1) Start blogging
Your blog is the blank canvas to explore, explain, and, express your expertise (how do you like that “ex” theme I have going there?). It’s a place to log insights.
Lead with a blog. Many posts will “seed” other ideas and topics. These deeper explorations form the content that can be expanded through a weekly, bi-weekly, or monthly enewsletter.
2) Show up regularly
Speaking of follow-up frequency…how often should you publish an enewsletter? Preferences vary. Some say weekly is best, others bi-weekly or monthly. I previously published weekly. Now (as I’m planning the 2.0 version of my enewsletter) I’m leaning toward monthly.
The advantage of monthly is you can use your enewsletter as a way to aggregate the numerous blog posts published over the course of a month into one issue.
You can expand a thought that a blog post simply introduced. You can incorporate the wisdom gained from comments to a particular post. Even social media feedback from retweets, likes and post comments (Facebook page) can improve upon a topic blogged about weeks before.
Bottom-line: consistency. Whether you promote your enewsletter as a weekly or monthly – stay with it. Your subscribers will drift (unsubscribe) if you lack consistency.
3) Open the window
I’m talking about letting people see into your life, practice/company culture, product/service stories, etc. One thing social media has taught us is that getting personal is okay.
If you want your enewsletter read and shared be unafraid to open up the windows a bit. Don’t be a life-voyeur or a verbal flasher. TMI (Too Much Info) applies here too.
If you’ve taken a trip, been on vacation, achieved a milestone, celebrated the milestone of a child or loved one, purchased a new gadget…you get the picture! And that’s what I’m talking about – give your readers a “picture” of who you are in addition to your expertise.
Authenticity opens the door to better business connections. It’s the basis for effective marketing follow-up – what we call “engagement” these days.
An enewsletter is a perfect follow-up companion alongside a blog and any other business communication you share.