dental copy
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.
The “Lingering Effect” and How It Turns “Lookers” Into “Buyers” Using Your Dental Content
I’m not a real estate expert. I own a house and know a few real estate agents, that’s as close as I get.
I’ve observed something about the real estate process lately. And it has some value to the process of creating dental marketing copy and content.
The house across the street from ours is on the market. The “FOR SALE” sign went up a few days after the last occupants moved out and the flow of lookers has been steady.
There are the “Slow Drive-by’s”. They’re the ones checking the area, the property appearance, and other points of interest on their house-hunting list.
There are the “Ubers” as I call them (those who arrive chauffeured by a Realtor). These folks have taken their house hunt a step further by making this one of several stops on the “let-me-show-you-some-options-in-your-price-range” tour.
And then there are the “Lingerers” – those who arrive with a Realtor and linger on site. These individuals form an emotional attachment to the property, they begin to picture their evenings on the patio, meals being prepared in the kitchen, dinners around the dining table, what their furniture will look like throughout, etc.
The difference between the “Slow Drive-by’s”, the “Ubers,” and the “Lingerers” – an emotional connection.
The effectiveness of your dental content marketing strategy depends on your ability to (over time) create the “lingering effect.”
How to Increase the Time Your Audience Invests Consuming Your Dental Content
1-Create something worth “checking out”
The “slow drive-by’s” simply checking out property might not ultimately buy. But they’re willing to invest their time and fuel to see what’s available.
Your dental marketing copy and content ultimately has one goal. It’s availability is to build a relationship.
The operative word is “build.”
Your patients and clients are accustomed to consuming massive amounts of content. Sure, not all of it (or probably not much at all) has anything to do with dentistry.
The only way you’ll be worth a “drive-by” is if you answer their questions or provide solutions to their problems.
Make sure your dental copy and content is valuable as a problem-solution/question-answer resource.
2-Create a sense of partnership
Realtors no doubt prefer to “chauffeur” their clients on their house hunting tour. Why?
They can “control” the relationship. They drive, they provide the list, and they can then provide the necessary information throughout the buyer-journey.
Become a “chauffeur” of sorts through your dental copy and content. You KNOW what your patients and clients do not KNOW.
You must also know the unique connection of your services to their individual emotional and physical desires. This requires listening and leveraging what you hear into content that meets them where they are.
“Drive” them step by step to a decision. Not all at once though…
Remember effective content marketing is a journey toward a deeper relationship that ultimately results in them investing in your services or expertise.
A blog post, podcast, social media content, email, or direct mail create a relational thread that eventually compels trusted buy-in.
3-Create a lingering connection
Realtors must love those who linger on a property. This tells them that an emotional connection is being made.
The longer your readers stay on your website, follow the links within your blog posts, follow your social media channels, and click the links on your emails the greater opportunity you have to create a lingering connection with them.
Keep them in-the-house as often as possible and as long as possible.
Content that delivers value causes your reader to begin including you in their “story.”
In real estate a “SOLD” sign says the process worked. Your dental content marketing is a process too.
“SOLD” is the result of moving “drive-by’s” to “partners” to “lingerers” and ultimately “buyers.”