creating valuable dental content
The Real Value of Dental Content (And Why It Matters That You Be Willing to Pay For It)
The ability to cut-to-the-chase. However you picture that phrase – apply that thought to how you create and share your dental copy and content and you’ll compel more readers.
Before I get into the nitty-gritty…I must say that economy of words (as in less words to make your point) should not be equated with lower fees.
The “Get-What-You-Pay-For” dilemma
Inquiries about copywriting or content services (aka what I do) often mistake less writing with lower fees. For example, its common for a potential client to be under the notion that because a direct mail postcard is small and has less copy that it shouldn’t cost as much.
I’ll let you in on something….
Creating your message with less words is much more strategic and requires more copywriting skill than throwing a lot of cute, creative jargon on a 4 x 6 piece of colorful card stock!
Here’s why. It’s the equivalent of someone going down a long rabbit trail of explanation to give you what could be a few simple (but compelling) words. Or someone who gives you way more backstory than necessary to give you the gist of their experience.
Copywriters and content creators are a dime-a-dozen who can throw words on a screen (page) and bill you for pennies on the dollar. No offense to those clawing their way to earn a living.
But…a core skill is required to step away from the crowded room of freelancers eager to do your copy/content bidding!
K.I.S.S
Not the 70’s rock band (though I loved those guys).
K-eep I-t S-imple S-tup… (I mean) S-illy!
You gotta K.I.S.S. your copy and content. And knowing how to do that strategically with every piece of it you create is a pro-level skill!
I’m biased because I’ve invested years in the use of words to create compelling copy and content. More specifically, within the dental industry.
Sure, I’ve written hundreds of pages for other niches too but here is where I focus a large percentage of my time.
Dentists and dental industry pros don’t make it easier, either.
How so?
As I’ve shared before, industry jargon and CE course-like copy and content seem to be the preferred choice of some.
I have good news though!
That’s changing.
Here’s how…
I get more requests for conversational copy/content these days.
Why?
Because more content seekers are beginning to understand that content that sounds like a conversation between two individuals compels better than numbing, stodgy, institutional, salesy language.
The VOICE
Again, not a pop-culture reference (as in the TV show). “Voice is about relationship, benefits, and response.
Master copywriter and direct-response professional, Paul Hollingshead explains it this way:
”Imagine the person you’re writing to. Picture him or her as a friend. Believe that the product you’re selling will improve your friend’s life. Figure out what it would take to convince you to buy the product.” fn
The essence of his perspective has to do with a one-on-one, conversational tone. It’s creating copy and content that sounds like a dialogue between two friends not an interchange with a commission-driven salesperson.
Big difference!
Three practical steps to improving the value of your dental content and copy
1-Write to one person
Before your begin writing, “picture” a person.
- Who are they?
- Why would they be interested in your services?
- What would compel them to make an informed decision about your services?
- What are their questions about your services?
- How do they prefer to receive the information you provide about your services?
Words are not the only important part of your website, promotion, mailing, blog post, article, newsletter, email, etc.
The “person” who engages with your content is too!
2-Connect with benefits
All “selling” begins with benefits. If that’s true (and it is) why drown your audience in features?
Always talking about your latest, greatest, best, state-of-the-art-est (follow?) this or that misses the reason someone would ultimately use your services.
Benefit focused content and copy delivers value because it resonates with a person’s emotions. They get the sense that a particular service or product will improve…or potentially…change their life!
- Inventory every service you have for the hidden or front-and-center benefit it delivers
- List every benefit you can think of for your services beyond the tagline level (e.g Instead of “whiter teeth and fresh breath…” think job interview or date-night confidence…)
- Include benefits as the plot-line throughout each piece of content you create
3-Compel action
What good is a one-person focused, benefit-rich piece of content or copy if it doesn’t compel a specific response. Fearlessly ask the person you’re communicating with to take action.
Once again, this is where your grasp of specific benefits counts. More so, how they directly apply to the person.
To create action in your copy/content:
- Refer to your list of benefits
- Recall the emotion(s) your audience is feeling related to your service(s)
- Refine the “close” of your copy/content with a specific call-to-action
Instead of a mere “Call us…or Contact us…” add:
“Contact us now to (add specific benefit phrase)…”
Be response-able with your copy and content. Keep in mind that it’s okay to tell your audience what to do. In fact, they sort of expect it.
And remember…
Your services will be valued even more when you place a higher value on the creation of copy and content that’s required to reach them.
How to Win Minds and Emotions Through Creating Valuable Dental Content
Tom Brady’s Super Bowl LI comeback win was epic. And then there’s the drama surrounding his game-day jersey.
Creating valuable dental content helps you win the minds and emotions of your patients or clients. It’s vital that you protect that hard-won relationship.
The New England Patriots claimed their fifth Lombardi Trophy in Super Bowl LI. Quarterback Tom Brady overcame a points deficit that appeared impossible.
The victory was quickly overshadowed by the disappearance of his #12 game-day jersey during the post-game celebration.
“So what,” you say.
Keep in mind that a jersey Brady wore in 2014 sold for $57,000. It’s been said that his Super Bowl LI jersey could fetch up to $500,000 or more.
Value attachment
Hopefully Brady’s jersey will turn up and some lame, sticky-fingered fan will get their hand slapped.
But why the uproar?
Something has value according to its attachment.
For example, what’s the primary reason people will search, find, and read your dental content?
- Is it because you impress them with your use of technical language?
- Is it because you inform them of your latest state-of-the-art equipment purchase?
- Is it because you’ve created yet another can’t-be-missed-claim-it-while-its-available treatment offer?
Come on now, no one’s gonna sneak out of the “locker room” with any of those tucked under their arm. Where’s the value?
A core reason your patients, clients, and/or readers will search, find, and consume your content is…how valuable they perceive it to be in answering their question or solving their problem that led them to search in the first place.
How to Win the Minds and Emotions of Your Patients or Clients with Valuable Dental Content (Without Losing Your Shirt…er Jersey)
Ask
Start with the accurate assumption that people will share what they know, feel, like, and desire. The way you find out – ASK!
There’s a basic reason that marketing efforts fail. It has less to do with the specific strategy used.
It’s mostly the result of “talking” too much and not listening. The more you blast out promotion upon promotion hoping for a win the less likely you will (win).
Ask then listen.
Marketing can also fail due to inaccurate assumptions based on lack of information. And how do you obtain more accurate information?
You ask!
Ask probing questions. Get to the core of your reader’s mindset, problems, solution-desire, etc.
Ask intuitively. Listen to what your patients or clients are saying between-the-lines via conversations, phone inquiries, and reviews.
Ask directly. Think strategically about the questions you ask your patients or clients. Create questions (for available use) that deliver valuable information that you can build content around.
Remember that being asked for input gives one the feeling that you value their input. And when you follow-up with evidence that you listened (your content) their trust in you will deepen.
Answer
The most effective way to answer is NOT to sound like an “expert.”
Sound contrary?
It’s tempting to fall into technical industry-speak, corporate-speak, or “dental-ese.” You know, content that sounds like a CE course rather than the everyday, search language that your patients or clients use when seeking answers to their questions.
Reveal your expertise via conversational, compelling content that meets your reader where they live…not where you’ve been trained, schooled, or recently conferenced.
Be a resource.
Answer your patients or clients at an emotional rather than an intellectual level. They get that you’re the expert but that doesn’t mean you speak to them in terms only you and your industry colleagues understand.
Answer out of an abundance of understanding and empathy more than out of a wealth of knowledge. This will translate via content that’s conversationally written not technically challenging.
Answer your reader’s questions with compelling content that provides an immediate emotional benefit and an ultimate solution benefit. Your patients or clients will return to your “well of knowledge” when they feel that you understand them at a level deeper than their ability to pay you for your services.
That’s a value attachment you won’t mind someone walking away with.