content marketing

content strategy

What Simple Intuition Can Do for Your Dental Content Marketing Strategy

He’s smarter than I give him credit for. And there’s another more valuable trait that he’s developing at a young age.

I’ll let you in on our grandson’s growing personality in a moment. On a related note, there’s a trait within his intellectual development that applies to how your create your dental content.

Our grandson is six (”and a half…” as he’s quick to remind). The time I spend with him is priceless.

Being a freelancer and solopreneur has it’s perks. Especially when I can take a day off and spend time with the “B-man” as I call him.

I had that opportunity on a recent school holiday. Following breakfast, I reflexively viewed my incoming email on my iPhone as he was playing on the floor in our family room.

That’s when he schooled me…

“I thought you were taking the day off, G-pa!?”

Busted!

He made a connection that face-in-phone means work. He’s six and already more intuitive than I realize.

Intuition

Your power of observation or your ability to use your intuition can improve your dental content creation. It’s natural to make assumptions about your target audience.

After all, you’re a dental professional. You provide a certain set of services and the assumption is that people know it.

How people access your particular brand of services is the issue. Most approach who you are and what you do with questions.

Those questions – as we’ve discussed before – are your gold mine for creating compelling, useful content to promote your services.

Assume less – Intuit more

Your patients or clients are consistently in search of solutions to their “pain” or problems. And like most, they type a word or phrase in the form of a question into their chosen online search engine.

They, like you, do this more often on-the-fly via their smartphone or tablet. Pain, a problem, an unforeseen setback invades their space and they go searching for a solution.

Content Intuition and What It Can Do for Your Dental Content Marketing that Assumptions Cannot

Intuition creates real-time opportunity

Thoughts are fluid. You are always experiencing a constant stream of them.

So are your patients and clients.

It’s essential that your intuitive content finds its way to their thought consciousness. Your success rate will increase as you appear on their conscious “radar” consistently.

Monthly content…that’s a stretch. Sure, if it’s dense as in a content rich newsletter, industry case study, or informative ebook.

Start with a bi-weekly published content. But consider the opportunity-value of appearing in their space with useful content on a weekly basis – this is optimum.

Why? Your patients/clients are busy.

And volume of content they consume for information, entertainment, support, etc is off the charts.

Be there consistently. Be there usefully.

And you’ll occupy a small space in their content stream.

Intuition compels an informed response

The information your patients or clients search for depends on their current need, mood, pain, etc. Getting a response relies on your ability to intuit their condition.

How?

Listen!

  • Set up listening “stations.” Encourage your business team, consultants, assistants, hygienists to develop an open-ear approach. Train them how to pick up on the signals your patients/clients are sending. Develop ways to log/archive that data.
  • Create content around the questions, pains, problems, and solutions being sought by your patients/clients.

Remember that useful information compels…and “sells.”

Intuition conforms to the solutions you provide

Other “listening stations” are your online reviews, ratings, and strategic surveys. This is useful as you use your intuition to access what’s being said on and between the lines.

  • Get intentional by using surveys. Brief, targeted surveys can help you tap-into the needs, wants, and desires of your patients/clients. Avoid lengthy, complicated, or irrelevant questions. Ask what you really want to know.
  • Use reviews and survey data to create a content editorial list. Craft content around answering the questions and problems with solution-oriented content.
  • Provide variety. Informative content can be shared via a blog, podcast, video, short courses, webinars, etc.

Give your “audience” numerous channels to connect with you. They’ll appreciate the convenience and your intuition.

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features and benefits

Is This Obsession “Killing” Your Dental Marketing Content?

An obsession. You probably have one (or more).

I do.

Relax. This isn’t confession time.

But I will confess to one thing. I’m obsessed these days with helping dental website owners and developers end their obsession with feature-heavy content.

Features have their place. Actually, they have one strategic purpose…and overuse isn’t one of them.

My so-called, “rant” is valid these days. It’s a “sore-spot” with me primarily because I’m still recoiling from related (“You didn’t tell people how great we are…”) push-back on a client’s web page copy I recently shipped (it’s not the first time and probably won’t be the last).

Let’s define what I mean by “features.” They are any aspect or related wording that describes your product or service.

Think color, clarity, class, or construction. Features are the easiest to spot and “spin” when writing copy.

Typically, feature-intense writing requires less creative energy. Why?

You’re merely describing what’s in front of you or how you want your reader, buyer, customer, client, or patient to see your product/service.

Features are easy to recognize because they’re commonly accented with words like “state-of-the-art,” “cutting-edge,” or any word ending in “-est” (e.g. “latest,” “greatest,” “best,” etc).

The comparative truth about features in your copy/content

Features have their place. Where?

Alongside compelling benefits.

Features appeal to your patient’s or client’s logic. Benefits connect your patient’s or client’s emotional desire with your product or service.

Compel a response with BENEFITS.

Then…

Rationalize their decision with FEATURES.

Copywriter and author, Bob Bly, shares a classic illustration of the Feature-Benefit issue in his book, The Copywriter’s Handbook.

“Features and Benefits of a #2 Pencil

Feature: The pencil is a wooden cylinder surrounded by a graphite core. Benefit: Can be re-sharpened as often as you like to ensure clean, crisp writing.

Feature: One end is capped by a rubber eraser. Benefit: Convenient eraser lets you correct writing errors cleanly and quickly.

Feature: Eraser is attached with a metal band. Benefit: Tight-fitting metal band holds eraser snugly in place – so you’ll always have an eraser when you need it.

Feature: Pencil is 7.5 inches long. Benefit: Long length ensures long writing life.

Feature: Pencil is 1/4 inch in diameter. Benefit: Slender shape makes it easy to hold and comfortable to write with.

Feature: Pencil is a #2. Benefit: Graphite core is blended so that it writes smoothly , yet is crisp and easy-to-read.

Feature: Yellow exterior. Benefit: Bright yellow exterior ensures that it’s easy to spot on a messy desk or in a crowded drawer.

Feature: Sold by the dozen. Benefit: Sold in a convenient 12-pack so if you lose one, you don’t have to run to the store for another. Also, more cost-effective.” (pp. 59-60)

Understand that features have their place in your content. But ultimately, the “selling/compelling point” is the benefit.

How to Turn Your Obsession with Features Into More Compelling, Benefit-Focused Content

For every feature – think benefit

Review Bly’s #2 pencil illustration. You’ve held a pencil, placed a pencil behind your ear, chewed on a pencil for years, right?

And you probably didn’t give thought to the benefits listed in the example. But they are present nonetheless.

The task of your copy/content is to uncover the hidden benefits, expose them to your reader, and compel them to take action as result. This is the hard work of copywriting.

  • Train your senses to see, hear, smell, touch benefits. View your products/services through a sensory lens.
  • List every benefit you can think of for the product/service you’re promoting. Build your content around them.

Refuse to list a feature in your copy/content unless it’s accompanied by a compelling benefit.

Ruthlessly eliminate feature-fluff in your copy. I’ll go so far as to say that using fluff words (”state-of-the-art,” “cutting-edge,” etc) is the lazy approach.

Again, it takes work to uncover and craft content around benefits. Then apply the extra effort to rationalize them with features.

Ask why your newest equipment, service, product, etc is “state-of-the-art.” How does that “fluff-wording” translate to a compelling benefit? Write to that!

Get emotional.

Compelling copy grabs your reader’s emotions. It’s not only about tears and fears (though those are strong emotional responses).

The better part of emotions involves painting a picture for your reader. It’s guiding them to see themselves using, benefiting from, and being changed by your product or service.

A feature gets their attention. A benefit compels a decision.

  • Think like your reader/client/patient. What would you feel, sense, believe about the product/service?
  • List the emotional triggers that your product/service touches on. Attach a benefit to that emotion.

Get obsessed about your copy/content. But make sure there’s a benefit.

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compelling content headlines

How to Create Headlines That Compel a Positive Response to Your Dental Marketing Content

How important are headlines? Before I reveal how to create them, understand that your dental promotions, dental web page copy, and even your dental blog posts can succeed or fail based on the headline.

Advertising and copywriting legend, John Caples, once said they are the most important part of your advertisement. He proved his point by committing four of his 18 chapters to them in his book, Tested Advertising Methods.

Your headline copy can make or break your dental marketing. This is why they’re so difficult and occasionally time-consuming to write.

Professionally speaking, I invest the first phase of writing to the headline. You should expect to do the same if…you want to compel your reader to engage with your content.

Your headline has ONE  job

Your headline MUST grab your reader’s attention.

John Caples adds this jolting perspective – “If the headline is poor, the copy will not be read. And copy that is not read does not sell goods.”

You could say, “I”m a dental provider, I don’t ‘sell’.” I encourage you to not get caught up in the semantics of what is or is not “sales.”

Bottom line, your headline compels or it doesn’t. The middle ground is littered with well intentioned, creative, salesy hype, or lame attempts at trying to be cute.

How to Create Headlines that Compel Your Readers to Keep Reading to the Point of Doing What You’re Asking Them to Do

(By the way, there are two bonus insights in that sub-heading.)

1-Promise something.

Too many promotions are vague. Vagueness should not be confused with compliance with dental industry marketing standards.

There’s a difference in making unsubstantiated claims about a treatment or service and being vague about the benefit they can potentially deliver.

Make a promise that introduces a benefit.

“Who else wants whiter teeth – in less time?”
(Promise: whiter teeth, less time)

“Great new discovery controls bad breath – makes your teeth healthier too.”
(Promise: fresher breath, healthier teeth)

Those promises include practical benefits. The stated benefits compel your reader to read deeper into your promotion to discover more.

Promised results or benefits compel your reader to stay in the conversation with you via your promotion.

  • List at least 5 benefits of the service you’re promoting.
  • Use specific, direct wording that establishes your service as THE solution (promised result) for taking action.

2-Embed an image in your reader’s mind.

What your reader can see themselves using, doing, etc will compel them to take action. Avoid language that’s overused, technical, industry-oriented, insider-based, etc.

You “know, like, and trust” your industry, right? This makes it natural for you to feel as though everyone else (including your patients/clients) do also.

This is where “How To…” headlines work well.

“How to [COMMON TASK] That [REWARDING BENEFIT].”

The “common task” creates an image of an action, activity, priority, etc. And again, you compel with a “rewarding benefit” – in this instance, something the reader can “see” themselves enjoying, etc.

3-”State a fact.”

Facts establish credibility. When you can highlight a fact in your content headline – do it!

Your reader will be drawn deeper in to your content. And they will begin to trust you as a credible source of information.

Select portions of your positive reviews or testimonials. Remember: You can protect the identity of your source by using their first name initial or their full name initials (e.g. “E” “ES,” etc.) for attribution.

Here’s an example:

“…I went to my high school reunion and the compliments made me feel like I’d been crowned homecoming queen!” – JS. Want the Same Results?

Research data sources of your product or service. Share benefit oriented statistics in you headline.

92% of Our Dental Patients Said This One Thing Eliminated Their [PROBLEM]

If You Do This Two Times Per Year You Could Reduce Your Dental Treatment Costs by [X]%

Facts help compel a response.

4-”Ask a question.”

Questions create curiosity. They also produce engagement with your solution or answer.

In the previous headline example using the quotation (“I went to my high school reunion and the compliments made me feel like I’d been crowned homecoming queen!” – JS Want the Same Results?) the question creates curiosity on two levels.

1) Tell me more about the “results” and 2) Give me more information about what she did to achieve them.

Questions also give your reader a way to process their assumptions. Your question-oriented headline can create a “Hmmm, I haven’t thought about that before…” response.

Your reader will begin to engage with your content by answering the question you posed. It’s important that your question headline prompts curiosity.

A question headline works for a simple reason. It creates a compelling reason to stay with your content and eventually take action as result.

There is more to a promotional headline than creativity or cuteness. Lead with benefits and you’ll win more often.

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