copywriting
Why Word Choice Could Make-or-Break Your Dental Marketing Content
A discussion in a meeting I once had reminded me of the value of guarding your words.
For example…
Make an unsubstantiated claim in an online marketing piece and a sensitive spam-filter may flag your content with a warning.
Relationally speaking – fire off an email or text message to a colleague, friend, or co-worker and you put a relationship in jeopardy (I can vouch for this…stick with me).
Words matter. They can heal, help, compel, sell, promote, and persuade.
Words also wound. They can cut, berate, hurt, and castigate.
Not too many years ago I made a costly mistake with words. I let my frustration and anger get the best of me. Through an eloquently worded, yet sharp-edged e-mail, I took a colleague to task. Following a cursory edit, I hit *Enter* and the rest is history – and not the kind of history that bears repeating.
I admitted in the aforementioned meeting that I would handle the circumstance differently, given the opportunity. I’d pick up the phone instead of applying my writing skill.
There are times when spoken words – where emotion and body language can be observed – gain you more mileage than written words. Even though I’m a professional word-smith, I must occasionally rely on verbalizing my message – especially when a relational misunderstanding is in the balance.
No doubt – words are powerful and they matter. But words must be used effectively and contextually if we want positive outcomes.
My experience prompts the value of weighing…choosing…crafting our words – especially written ones.
Consider three factors in your dental marketing content and written communications:
*Weigh your intentions*
[The simplicity factor] Whether it’s an e-mail or a memo, a tweet, Facebook or blog post, a marketing brochure or a case study, a web page or a press release – weigh the intentionality of your words. Ask yourself – what *promise* am I making that – if my words flow effectively from it – will deliver something of benefit to the reader? Emphasis on benefit(s)!
*Choose your tone/language*
[The emotion-factor] is revealed by the tone you establish early in the communication. Circumstances, as do products and services, require a point-of-view (POV). Choose a tone that fits. The image or picture you want your reader to have throughout is the result of choosing a tone or language. Some products/services require an intellectual tone…others are best pictured with a more gregarious tone. Whichever you choose be certain your tone is *conversational* (i.e. write like you talk).
*Craft your desired outcome*
[The persuasion-factor] clarifies your intentions and tone. What you’re communicating is going somewhere. Where? That’s your persuasive duty. Persuading someone to listen and understand your POV and ultimately follow your words is the essence of the craft of writing. Those who craft compelling messages achieve desirable outcomes. You will have persuaded them to act positively, negatively, or…neutrally.
Combine each [factor] in your dental marketing content and you will communicate more thoughtfully. And thoughtful communication doesn’t provoke…it more likely will persuade.
The Stop-Look-Listen Principle of Effective Copywriting
What takes place between-the-lines (so to speak) of a page’s copy increases the power of your marketing conversation(s). Stories could be told…and that’s precisely the point.
The story approach is a key to leading your prospects to picture themselves actually benefiting from your product or service.
Story-based copywriting does for the reader – in the moment – what buying…using…and benefiting from the product or service will do – once purchased. In a way, it’s a what-you-see-is-what-you-get kind of experience. Only at this point it’s putting what you see…in writing!
I wrote a sales letter for a supplement company. The word image I created told the story of a confident, male prospect who – for too long – put off getting healthy.
For example I could start a story-line this way…
“I think you’ll agree – looking in the mirror, at times, feels awkward…like the first glance at a blind-date. Mirrors don’t lie. And this time the truth doesn’t hurt. There’s only speechless admiration…”
Wonder where those few lines of copy are leading? The words – “looking in the mirror”, “awkward”, “blind-date”, “speechless admiration” – tell a story. Like a movie script they set-up the plot and hook you. They remind you of similar feelings and experiences.
Perhaps there are other and better story-lines to follow. But you must wade-in somewhere and get your feet wet before you can start making waves in your prospect’s mind…in route to their hearts.
Remember – people buy for emotional, not rational reasons.
Image-rich, colorful words tell the story your product or service is prepared to deliver. On occasion, use, and follow captivating story-lines when creating your promotions.
Try this: Stop…Look…Listen…
>>STOP…the camera within your personal experiences. You know how it feels to be on the receiving end of marketing. What turns you on? Off? More so, how did the wording lead you to buy or use the product or service? Write collectively…from the emotional and mental images of your experiences.
>>LOOK…at the “shoes” your clients and prospects are wearing and (as the saying goes)… put yourself in them [their shoes]. Then…write about that journey from your prospect’s or client’s perspective. If your product or service solves a particular problem, it helps to understand what the problem feels like. (This is where gold-nugget research pays!)
>>LISTEN…to life. Dial into the good and bad your clients (and you) are experiencing. Listen for – fears…wishes…deep desires…joys…beliefs…feelings…etc. Effectively worded copy has an *ear*-for-the-details. And remember this about products/services: features talk…benefits listen.
Every life tells a story. So does copywriting that connects…between the lines.