dental blog

June 14, 2019 Content marketing, Copywriting, Dental blog, Dental blogging, Dental content, Dental web content that works, problem solution content, Uncategorized No Comments

How to Create a Better Path to Your Services Using Informative Dental Content

Though I can’t remember the source or a few details – the story is still practical. Especially as it relates to establishing your authority and influence via well-timed, informative dental copywriting and dental content.

Here’s the story as I remember it…

A developer built a multi-story office complex on several acres. The general structure was in place. Now came time for sidewalks and landscaping.

His contractor was quick to plot out the location of various greenbelt and water features and sidewalks throughout the pristine acreage. The location of sidewalks would follow the predictable layout leading to all points of entry from an expansive multi-story parking facility.

The developer placed a pause on the sidewalk construction. He asked the contractor to delay for a few weeks.

The perplexed contractor pushed-back asking why, knowing that sidewalks are standard for such a facility. And noted that any delays would create problems for the already beautiful landscaping being placed.

The developer held his ground while offering his somewhat outside-the-box wisdom.

Being practical, it made more sense to him that the people using the facility on a daily basis determine where the sidewalks should be placed.

He noted that people predictably walk where they have the easiest and most convenient access to the facility. In his experience, sidewalks are best placed where the highest percentage of foot traffic travels to and from the facility.

His wisdom: let the people create the path then place the sidewalk where they routinely to walk.

Are you building “sidewalks” with your dental content that no one’s using?

Traffic is everything to your online presence as a dental practice or dental service provider. Patients and/or clients arrive, stay, and then exit your dental website for a variety of reasons.

As important as navigation and trendy eye-candy graphics are to many – they matter less to your target audience than you might think.

Why?

Everyone’s doing it or done it…countless times. What was once trendy is now numbing and a distraction to what site visitors come to your site looking for.

Investing thousands in a flashy, trendy, or otherwise templated website is like placing a sidewalk where no one’s walking – simply because it’s where you think a “sidewalk” should for all practical purposes be placed.

Your dental website visitors are looking for one thing!

Dental services? Yes, but something more.

State-of-the-art technology? A nice feature if you have it…but no!

Amenities like coffee and tea in the waiting area? Again, a nice touch…but again, no!

Contests, give-aways, a chance to be your 1000th “Like” or “Follower” on Facebook or Instagram? Really…?!

I think you get the picture (and if not, you will or your website will continue to be a “sidewalk” that few use).

So, what are your website visitors looking for?

Solutions!

Why?

Because they have a particular problem they believe or at least hope you can solve.

And they’ll find your website and stay on your website to the point of making contact with you if…and only if…you provide solutions to their problems and/or answers to their questions.

Gone are the days when you can throw up a templated, looks-like-every-other-dental-website up on the web, fill it with feature-heavy, industry-speak, technical, self-aggrandizing, flashy content and wait for the phone to ring or the contact forms to pour in.

How to create a path that generates more patient or client leads (without doing what everyone else does)

Know your audience…who’s your avatar?

“A dental patient,” you say.

Right, but who are they?

  • What are their health goals?
  • How do they view dentistry?
  • When was their last examination and cleaning?
  • Why haven’t they scheduled treatment that’s been planned?

Those are all dental related questions. But go a bit deeper.

  • What embarrasses them about their smile?
  • How will they finance treatment they know they need?
  • When is their next big social event (e.g. wedding, reunion, interview, etc) that they want to look and feel confident attending?

The latter questions probe a bit deeper. You’re getting to an emotional core when you ask and seek answers to these questions.

Transform your dental website from an “online brochure” to an information platform

This might “sting” a little.

Without consistent, informative published content (e.g. a blog, articles) your dental website is nothing more than an easily discarded online “brochure.”

To step away from you crowd it’s essential that you share your expertise as it directly relates to the “pains” and “desires” of your “audience.”

Realize, the dental seeking public search for your services for basically two reasons:

  • They’re in pain and want relief.
  • They have an emotional or physical motivation to repair or restore something about their smile.

Sure, there are more reasons but those are fundamentally what compels your “audience” or “avatar” to seek your services.

It’s essential that you position yourself as the “expert.”

How?

Through publishing (weekly is best, bi-weekly at a minimum) informative content that compels a person seeking dentistry (for whatever reason) to schedule.

So, you must “pour your sidewalk” where they’re walking…

  • Probe for questions and problems during every opportunity you have with a patient. Your current patients will provide clues to what the dental seeking public desire.
  • Keep a running list (spreadsheet, etc) of every seed thought, seed question, or verbatim question or problem you encounter from patients. This is a goldmine for content and copy themes.
  • Write conversational content that answers questions and solves problems. Few (really) are doing this. And you’ll grow your influence (and production) when you position yourself as a problem-solver.

Remember, sidewalks provide convenient access to a facility or they’re simply a place to go for a stroll. The easier the access the better.

The same applies to your dental website. Create an informative platform and you’ll make accessing your services easier.

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April 24, 2019 Content marketing, Dental blog, Dental blogging, Dental content, Dental Copywriting, Dental marketing strategies, Uncategorized No Comments

How to Become a “Thought-Leader” with Your Dental Content and Increase Your Influence

Recent collaboration with a dental industry client revealed something about their content. And the principle has value for how you view your dental content and copy across all your platforms.

We were importing a new template on our project management platform. Time came to label a category having to do with our editorial calendar. “Thought leadership” appeared to be the obvious tag.

That got me to thinking about the attitude you should have about the content you create to market your dental practice or dental industry services.

It’s about being a thought-leader.

Not all “thought leadership” is worthy

You might have seen a viral video a few months ago. It featured a baby bear attempting to navigate a steep, snow packed cliff to reach its mother.

Millions of people saw the video and were inspired by it. Such triumph and strength against the odds of nature.

That was one perspective…shared by millions!

A contrary opinion was formed. It separated one thought leader from the crowd of admirers.

”Science writer Ed Yong saw it differently… Writing in The Atlantic, he described it as a worrisome example of drone-mounted cameras harassing wildlife. To animal experts, several moments in the video show the mother bear reacting to the too-close drone rather than interacting with her cub.

Marketing expert and mentor, Marcia Yudkin, continues her observation of Yong’s perspective,

I appreciate Yong’s article because it provided unexpected perspective on a seemingly harmless story or idea.

And here’s the jewel…

If you can dish up those kind of ‘Yes, but…’ insights to your audience, you’ll attract thoughtful fans and experience growing influence.

Yong did this without scolding the uninformed admirers of the video, and you should do so as well.

Identify a popular or trending belief that doesn’t mesh with what you know.

Explain your deeper angle in the tone of ‘What you probably didn’t realize is…,’ ‘Unfortunately…’ or ‘The problem here is…’

This is thought leadership at its finest.” 1

How “Yes…But” Thought Leadership Turns Contrary Ideas Into Useful Content That Builds Loyalty with Your “Tribe”

Identify, clarify, and leverage your unique point-of-view (POV)

You have solutions to problems…answers to questions…and more. Therein lies the core of your dental content strategy.

Gone are the days of writing to an “empty room.” The dental seeking public is rich with questions you can answer and problems begging for a solution.

You’re the expert. And more important – you have a POV!

  • Start with the question. Thought leadership has as much or more to do with listening than it does sounding-off on dental-speak. Harvest as many questions as possible (by listening) through conversations, consultations, email, and social media.
  • Share your answers and solve problems. Thought leadership is relevant to what your patients want to know and need to know. Create content that relieves the tension and emotional needs of your audience.

Think of your content like a tribal fire. Your “tribe” will feel safe in the warmth of your expertise.

The good news…they could look no further than YOUR thought-leadership!

Take a contrarian approach and fearlessly share your POV (without judgement)

The recent Netflix root canal documentary is a good example. Sure, as a dental professional you can take offense and voice your opinion as many did. Or you can be a contrarian voice and use the albeit alleged inaccuracies as content seeds.

  • Answer the questions and doubts that emerge around dental myths, dental services, or dentistry in general. There’s plenty of related opinions. Dispel them (graciously and professionally) as a thought-leader.
  • Invite dialogue by being unafraid to take on controversial topics. But always do so not as antagonist…rather as a professional, skilled expert.

Provoke questions and create solutions to problems that compel action.

The sign of a good leader isn’t always how they respond but also the depth and compelling nature of the questions they ask. Always providing answers and opinions can shut down communication more than it opens it to opportunity.

I once heard Jim Collins (bestselling author of Good to Great and Built to Last) say during a lecture something to this effect. He viewed his skilled research and the questions it raised as the careful placement of a grain of sand in the minds of his readers. That solitary grain of sand was strategically designed to “irritate” their thinking.

Worth noting is that pearls begin that way. A grain of sand within an oyster elicits the healing process that layer upon layer forms a pearl.

Your questions are “grains of sand” not to necessarily irritate but to promote healing.

  • Ask questions that reveal the emotional desires of your patients or clients. Within their answers are content “pearls” that can lead to compelling outcomes for your audience.
  • Always be solving problems. Essentially that’s the business of thought-leadership.

Anyone can create content. But…being a thought-leader and influencer requires that you have a point-of-view that you fearlessly communicate.

  1. https://www.yudkin.com/markmin.htm ↩
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March 21, 2019 Content marketing, Copywriting, Dental content, Dental Copywriter, Dental Copywriting, Social Media, Uncategorized No Comments

One Thing That Will Make Your Dental Marketing Content Different (and Better) Than Most

It happens a lot when consulting with a dental practice or dental business about their webpage copy or other related content. They share a favorite site link or two with me and say, “We want our copy/content and/or website to look and “sound” like this…!”

My review often reveals what’s common with not just dental industry copy, but most:

  • Heavy feature focus (“Latest…greatest…best…”) less emphasis on benefits
  • Full of industry-speak
  • Written to a crowd instead of one person (lack of “you…”)

It takes courage

You must step away from the crowd. Connecting and then compelling your audience requires a new kind of fearless content.

Play it safe.

Sound like everyone else.

And you’ll be another face in the crowd!

Same sounding copy and content produces the same results. It will require more marketing dollars to get attention.

And why?

The online world is somewhat dominated by pay-to-play strategies. Create and fund a strategic enough funnel and you’ll “capture” more leads and potentially more patients and thus increase production.

Sound easy?

It is (in a way) if you have time and cash-flow to invest in it. And we’ve not even talked about the differentiating yourself from the competition and noise they’re creating.

Being different isn’t about being creative

There’s more to standing out from the crowd with your dental marketing than creative, indulgent eye-candy on your website or social media channels.

Being different has more to do with being yourself. Nick Usborne (whose content inspired this post by the way) says,

”You have to find a way to step out from behind the curtain and show yourself. Even when the services you offer are very similar to those of your competition, there is one point of real difference you can turn to.

And that point of difference is YOU.” 1

Filling your copy and content with features and professional sounding language isn’t enough…and frankly, it’s not even close to effective by comparison.

Rising above the dental marketing noise requires being unafraid to let your patients or clients see the real you.

And to see the real you your content has to sound like you!

  • Can they relate to you through your content?
  • Is it apparent that they can trust you through your content?
  • Are they put at ease enough to schedule with you through your content?

And a theme covered a lot on this blog…

If you’re hiding behind someone else’s style, voice, website design, and general content theme you’re missing a most valuable marketing asset – relatability.

Step away from the crowd with more compelling dental marketing copy and content

Write and share content in your own voice

This is the essence of writing like you talk. To do this you must get out of your head.

And to get out of your head requires that you get into the mindset of a patient or client.

  • What do they fear?
  • What’s their desired goal?
  • What’s their motivation?
  • What are their questions?

Your audience searches for you based on your expertise. But they will listen to you and stay with your copy/content when you share your expertise in conversational tone.

Why?

Because online communication these days (and I don’t suspect it will change soon) is everyday, somewhat chatty, and certainly brief and to the point.

Jargon alienates. Industry-speak confuses.

So why waste precious dollars and your audience’s time by numbing them with it?

  • Stop writing like a marketer!
  • Stop writing like a dental professional!
  • Stop writing like an educator!

Instead…

Write like you! Or hire a professional copywriter or content strategist who can tap into your voice and write accordingly.

The results?

Sure, it’s scary and feels like uncharted territory. But you will stand out from everyone else not because it’s easier but because it’s courageous, it works, and it potentially has a better return on your investment.

  1. https://conversationalcopywriting.com/your-own-voice/ ↩
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October 12, 2018 Content marketing, Dental content, problem solution content No Comments

How to Fearlessly Handle Problems Using Your Dental Content

The antidote to a problem is a useful solution. Might seem obvious but how you use dental content to solve problems is a key to earning trust.

You’re kidding yourself if you ignore consumer’s top worries as relates to your products or services. It’s the dilemma every business faces…dental practices and dental industry businesses too.

If anything CAN go wrong…

But why not focus on what’s right?

It’s common that weaknesses are feared more than strengths. Negative is more popular than positive. Wrong is more controversial than right.

For example, it’s why promoting dental implants as a tooth replacement over a partial denture will occasionally prompt a list of negatives.

In this instance, online searches typically lean toward “negative reviews for dental implants.”

The public wants to know what “…can go wrong…” This reality holds given perceived investment value.

This drift to the “negative” can apply to one dental supplier relationship over another, to a particular technology, to traditional braces or Invisalign®. It’s what the public is wired to do.

”Hug” the “elephant-in-the-room”

Problems are a gold-mine of opportunity for creating dental content. The less afraid of them you are, the better your content will be received (and discovered).

Remember, what the dental-seeking-public searches for online relative to your services or products. They often search for “…problems with ?”

Fearlessly standing next to the “elephant-in-the-room” will instill trust in your expertise.

Sure, it’s more popular to highlight the features and be careful not to open pandora’s box of doubt regarding what “can go wrong.”

But when you’re unafraid to boldly list and then answer negative issues…you gain credibility through your dental marketing content.

How a problem-bias leverages your dental content as the solution

Invite problem-solution conversations

Build a natural assumption into your dental marketing narratives. In essence, avoid being “offended” that a patient or client might find something wrong.

Instead, welcome the conversation that their questions and problem-perceptions create. These dialogues can lead to a variety of beneficial outcomes.

  • Problem-based questions lead to solution-based answers. Share content about how your particular product/service solves their issue or alleviates their concern.
  • Problem-based questions put you in expert-mode. Leverage every opportunity to confirm your ability to understand your audience and educate them via your content.

Be aware of how your patients or clients think

Dental marketing can easily numb your audience. The amount of well-intentioned direct mail flyers and online ads becomes “white-noise” especially if it’s perceived you’re not listening.

  • Confirm you’re all-ears by answering their questions and concerns with honesty. Inform more than sell.
  • Compel their trust by being unafraid to talk about your competitors. Be transparent.

Theme your dental content as a go-to solution source

It bears repeating. A problem-solution, ask-and-answer content strategy gives you an advantage.

Today’s consumers are search oriented. They ask Siri, Alexa, and Google what they want to know.

You’ll be among the, “Here’s-what-I’ve-found-on-the-web-about…” answers if your content is themed around answering relevant questions and solving common problems.

  • Listen to your audience’s questions, comments, and reviews. Read between the lines to get to the root of how your product/service can meet their need.
  • Leverage your content into their space. Use a variety of content delivery channels – blog/article page, social media, email.

Content gives you confidence. Use it to highlight the positive and clarify the occasionally negative.

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March 9, 2018 Dental blog, Dental blogging, Dental marketing strategies, Headlines, Uncategorized No Comments

What Makes a Great Dental Blog Post?

“A blog post…, you say? First, let’s be realistic!”

Writing takes time. And most days as a dental professional that may be in short supply. You have patients to treat and a practice to run and promote.

Perhaps you already know the value of blog content to your dental website platform. But keeping the flow steady and the quality high…that’s another challenge.

A process will help

Dentistry is subject matter you know something about. Dental content might not be all that “sexy.” But creating a steady flow of it can be easier with a system in place.

The first step in the process is committing to content creation. Your search results and online influence will rise the more useful content you publish.

Next, is quality. Too technical or wordy and you’ll lose your reader. Too brief or unprofessional and you’ll also discredit yourself.

Make a commitment that you’ll provide ongoing, quality content. Here are some field-tested insights into the making of a “great” post.

1-A benefit-focused headline

The headline will, in essence, tip your reader in the direction of the blog’s topic. A great blog post is laser-locked on one big idea, about solving one problem, by telling one compelling story.

One and done! A great blog post engages the reader from the start.

A benefit-focused headline peaks their interest and lures them into the content. The more specific the better.

Too often headlines provide an easy off-ramp for your reader. A headline can be the first (and last) thing they see before clicking away from your content or…your site.

Experiment with a variety of headlines options. Do they compel you to read further? Is it obvious that “help” is on-the-way if they read the post?

Headlines require a high level of attention before you publish.

2-A compelling opening (lead) paragraph

You’ve probably heard the saying, “You never get a second chance to…make a first impression.” That applies here.

Remember your headline raises the curtain on the “story” you’re about to tell. And it’s a story that you have little time to set up.

Dive in!

Wait…why so fast?

Attention spans are short. And online readers have notoriously short spans of attention.

Journalists get it. They’re trained to not “bury the lede.”

If you snooze-them-you-lose-them!

A bold question. A quote. An attention-getting statement.

These will help engage your reader.

3-“Meat”

You know, as in give them something substantial to “chew” on.

The goal is helping them make an informed decision about a particular dental service or treatment. Paint the picture starting with the problem then lead them to a solution.

Again, keep this to one big idea. If you wander all over the map they will too…right off your page.

  • Use benefit-charged bullet points. Online readers like to scan. Make sure when they do that they’re getting the substance of your content in small “bites.”
  • Break up the post with subheads. Keep them benefit oriented and compelling.
  • Avoid “cute,” cliched statements. Be creative but not to the extent that you lose your reader by trying too hard to impress them.

The best impression is how your content answers their burning question or solves their problem.

4-It compels them to do something

This is where you wrap it up. Avoid being vague or too general.

The more specific your closing the better. What do you want them to do? What’s your call-to-action?

  • Call us now…
  • Schedule your next…
  • Contact us for more information…
  • Refer family or friends to…
  • Leave a comment…
  • Ask us about…

Be specific. And fearlessly “tell” them what to do.

These four tips will help you frame a great blog post and evaluate your content.

Remember that the beauty of digital (online/web) content is that it can be repurposed and republished when necessary. And if your time is lacking…why not ask for assistance?

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February 23, 2017 Content marketing, Dental blog, Dental blogging, Dental marketing strategies No Comments

Why Your Language Matters to Your Dental Marketing Message

This phrase is inevitable when effective communication is the topic. “It’s not what you say…

…but how you say it!”

True most of the time. But your dental marketing message could be more effective if you apply one half of that oft-repeated communication truth.

Try this: “It’s not what you say…or maybe it IS!”

“What” you say and “how” you say it matter. Though when you’re communicating with your patients or clients the language (the “what”) you use is vital.

The eyes have it

Marcia Yudkin got me to thinking on-topic via her recent weekly newsletter:

“When I advise consulting clients that they’re using jargon, they often pooh-pooh my point, arguing that potential customers all understand their terminology. What I’ve seen, though, is that when the average non-customer doesn’t understand your language, many in the potential customer pool do not, either.”

She illustrates her point…

“Explain what you do. Does the light go on in their eyes, or are they too baffled to even ask questions?”

It’s vital that your dental marketing message and the content and copy that delivers it “lights up the eyes” of your audience.

Language is the linchpin.

Use language effectively to create a compelling dental marketing message that leads to appointments scheduled or products and services sold.

Tell a “story”

Think of story as the narrative you use to illustrate the features and benefits of your services or products. It’s better to “show” (via compelling narrative) someone what to do than merely tell them.

Picture this (see what I did there)…you have a patient who has the beginning stages of periodontal disease. It’s tempting to use technical dental-speak to make your case:

“You have a lesion showing increased capillary permeability with a large number of neutrophils moving from the dilated gingival plexus into your junctional epithelium and underlying connective tissue…”

Technically overstated (and above my knowledge base), I agree. Plus, I realize you would never communicate it in such a way (at least I hope not).

Chair side, clinical communication is a “conversation” that leads to a treatment decision more than an exchange of unclear, confusing technical data.

Reboot the perio diagnosis this way, for example: “Your ‘pockets’ are full. Bacteria have taken up residence in the space between your gums and tooth surface and they’ve invited their ‘friends.’”

A bit pedestrian but easier to understand than the previous CE course language you’re accustomed to as a dental professional.

I’m not suggesting you use what I shared.

Do this instead…

Develop your own, conversational, and compelling language for every service, treatment, and procedure benefit.

Think benefits and the narrative (story) you can use that compels them to take action based on your diagnosis or recommendation. Make them the “main character” of their own story with the outcome being tied to the benefits of your service, treatment, etc.

Turn that narrative into content that can be consumed outside of your office or presence. Blog posts, social media content, newsletters, infographics, images with compelling captions (Instagram, Facebook posts, Snapchat).

Refresh your dental marketing message. Have a bias for being clear and conversational more than being technical.

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