dental industry marketing
Would You Say It Sitting on a Barstool?
Does your dental marketing message make sense? Is it rising above the noise in today’s marketplace?
I’m referring to the impact of your product(s), services, or ideas.
As a professional copywriter it’s essential that what I create on paper or on the monitor connects. Clients pay me for the connect-ability of my writing to their target audience and market. When it connects, people buy, use their services, make an investment, etc.
After all, the essence of marketing is connection – making the sale – however you define “sale.”
Take a look at the words used to get your dental industry service point across. Word quality is important. But consider this – so is tone, quantity, and let’s not forget delivery.
Occasionally, I’m paid to talk (nearly 30 years of speaking experience). And I’ve discovered that writing is basically talking on paper or via the computer monitor.
Conversations, whether speeches or content on a page or screen, go one of two ways: people get bored and think – “when is this person going go shut-up…,” they turn the page, or they *click* away from the website.
Or…they stay engaged – “tell me more…I’m listening…give me more information…let’s talk again soon!”
Your marketing approaches keep the conversation flowing or they’re just another piece of paper, a website or talking-head voice. Remember how Charlie Brown’s teacher sounded in the classroom. You never heard an actual voice. All you heard when ole’ Chuck or a classmate asked a question was “wah-wah-wah-wah-wah…” Seinfeld’s George Costanza would say, “Yada…yada…yada.”
Writing requires proper voice or it’s just words (yada…yada…wah…wah…wah). For maximum impact, evaluate the words you use to market and promote your dental services, products, etc.
Here’s the big idea: keep it conversational. When writing imagine you’re sitting on a barstool in a conversation with a friend, colleague, family member, or someone you just met. You’re sitting there…it’s casual…you’re comfortable…they’re comfortable and you’re just having a chat.
Five “Barstool” Copy Tips:
1–Write like you talk.
Imagine a casual moment, sitting on a barstool. If you were telling someone about your company, product, service, or idea, how would you describe it? Would you go all technical on them? Would you use big, industry words only you and a few others understand? Would you explode into a hype-driven, sales-y tone? Or would you just talk?
2–Make an impression without trying to impress.
When the person you’re talking with leaves the conversation will they remember you more for how impressive you were or will they recall the easy-going, comfortable nature of the dialogue? Would they say, “Let’s talk again soon…” or think, “Could we do this again say…during the next solar eclipse…” The impression you make brings people back for more.
3–Let communication work for you.
The goal of marketing is the sale (the impression). Merely impressive marketing efforts may or may not achieve that goal. Given the choice of being impressive or making an impression, which would you rather have in terms of the bottom-line?
4–Dress your language less formal and more casual.
Some are more comfortable in a suit, others in jeans. There’s a time and place for both but good content is comfortable like your favorite jeans.
When writing most can’t get the image of their English teacher out of their mind (I know…thanks for reminding you). You stress over crossing all your “t’s,” dotting all your “i’s,” watching your sentence structure…and don’t eeeeven get me started on grammar.
I’m not saying “slang-it-up,” get lazy or sloppy. What works on the barstool – formal or casual? Use good judgment. What’s easily read gets remembered. And what’s remembered gets purchased, used, or applied.
5–Communicate effortlessly.
Envision Tiger Woods teeing off…Kevin Durant taking the ball to hoop or sinking a 3-pointer – effortless! The skill appears second nature, fluid. Make your writing invisible.
Be aware of how writing about your product, service, and business gets in the way of the benefits or the intended result. Remember – features entice. Benefits sell!
Give your copy and dental marketing approaches the “barstool test.” Evaluating the copy/content and applying these tips to your biz communications could be the difference between increasing or decreasing profit.
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.
3 Ways to Stimulate Response with Your Dental Marketing Copy
I’m a visual person. I tend to think in pictures and images. When I set goals I see the process, the path, the end-result of achieving it. And I move forward in that direction (at least that’s the plan).
Visualization stimulates energy. Imagination taps into emotions. Images ignite thoughts and compel actions toward creating preferable futures – all things considered!
When searching products on-line, for example, I usually click the “see larger image” button on the site. Give me the 360-degree view.
At the movies the preview trailers for upcoming flicks keep me in my seat. I’ll forgo the concession line to make sure I don’t miss one Preview of Coming Attractions. There’s promotional power in watching action-packed, laugh inducing snippets from soon-to-be-released films (occasionally the trailer is better than the movie itself…but that’s another discussion).
Show someone using your dental product or dental service in an embedded site video (e.g. YouTube) and you’ll increase the odds they’ll be hooked. That’s the power of strategically utilized imagery.
Imagination motivates. It prepares you for action. Visualization energizes your receptivity to new ideas and the means to achieve your goals.
What you see is what you get. This says something about your approach to life just as it does the features of your product(s) or service(s).
Let’s talk about that for a moment.
What images…visualizations are you creating for your marketing approaches? Are your clients seeing what you’re promoting before they get it?
Crafting visually stimulating marketing words (copy) for your dental business promotions is essential if you want to captivate the imagination of your target market. Make them see themselves using and benefiting from your product or service.
Here’s how to stimulate your dental industry prospects’ and clients’ responsive imagination.
>Paint-by-numbers<
Frankly, this approach has stroked the artistic in most at one time or another. Effective copywriting involves numbers, i.e. facts, statistics, and relevant data. Provide proof that your business, product, or service delivers by coloring your copy with testimonial and/or expert information.
>Get real<
People (dental industry clients) have real problems. And you are in business to solve your applicable share of those problems. Help them picture the benefits your product or service delivers. Connect it to real life. This means you must know your prospect. Lead them with words to visualize the future – the future only your product/service can enable them to experience. Remember you’re promoting benefits – real…hands-on benefits.
>Show some emotion<
Again, knowing your dental industry prospect involves knowing what reaches, touches, and compels them. My business tagline states, among other things, that I write compelling copy. If writing doesn’t compel…you won’t sell (pardon the rhyme…although it is catchy).
Prospects and repeat clients require you to tap into their emotions. Write in a way that visualizes fear…greed…insecurity…happiness…pride…guilt…confidence…etc (all among common copywriting emotions).
Remember, *people buy for emotional, not rational reasons*.
Visualization stimulates the imagination. Give people an image that compels them to do business with you.
How to Keep Your Dental Marketing Relevant
Throughout my life I’ve had an insatiable appetite for relevance. The thought of saying, writing, or doing something irrelevant keeps me sharp. In my opinion, it’s a waste of words when the message or content being delivered doesn’t connect on a practical level.
Talking heads…impractical drivel – what’s the use? Before my soapbox caves underfoot (or I risk irrelevance) I’ll cut-to-the-chase.
The words within your marketing conversations can have the same numbing effect if you miss an important…no, vital perspective. This essential communication element is among the first consideration.
Writing, speaking, or performing any act of communication without this and you might as well be talking to yourself.
I’m talking about your audience…your target market…or more specifically your prospect. Who are they? What causes them to buy or use your products/services? Why will they remain a customer or client? How do you communicate relevantly to achieve lifetime value with them?
Face-to-face, the audience is right there…in the flesh. You see them, observe their non-verbal, interact, ask and answer questions on the spot – there’s touch-ability. Writing happens without the benefit of face-time.
How do words on the page or screen maintain their touch?
As important as knowing your business, service, or product story is knowing your audience’s story.
>>What makes them tick?
>>How is the current economic climate impacting them…and their spending habits?
>>When was the last time they purchased/used a competitor’s product/service? Would they again? Why or why not?
These are just a few surface-scratching questions.
There’s more…
Age, gender, income, desires, dreams, spending habits, lifestyle factors, etc. – all blend into the audience-mix and more specifically – that of an individual client.
Here’s how to understand and…then connect with your audience…
1) Get informed
Who’s your audience? Become a verbal sketch-artist.
>>Write out a brief 1-2 paragraph description of your market…a client. Describe them in the present tense as you observe them inquiring about your product(s) or service(s), buying or using them.
>>Research what they’ve written about themselves and/or their business on their website, press releases, articles, etc. Gather information.
2) Get intellectual
What’s your audience thinking (currently)? The words used to reach them when the economy is good are different than those used when the pocket-book is tight.
If they’re concerned about rising costs…making-ends-meet…too much month left at the end of their money – certain words are relevant (or irrelevant) to them. Chances are if you’re thinking it…so are they! Make a connection inside your head and theirs.
3) Get emotional
What’s your audience feeling? It might involve some probing around to get beneath the surface.
>>Remember, people buy for emotional, not rational reasons<<
Digging a bit deeper you’ll uncover what ignites them…what keeps them running back for more. The goal is communicating in a way that considers these increasingly intimate details – as I’ve said before – without hype.
Write for the heart…not the head!
Apply these and your audience might give you a standing ovation or better still, show up again and again. They will if you keep it real…and relevant.
Watch Your Language – Especially When Doing This
On three particular occasions when I’ve answered the “tell-me-about-your-business” question, jargon caused a problem.
Jargon, or insider-language, creates communication gaps that can cost you opportunities.
Think about the “corporate-speak” you use when describing your business, service, or product to someone. Are you using language only those in your niche or who do your brand of work would understand?
Throw around jargon in a conversation and you might as well be speaking a foreign language no one in the room speaks, according to marketing consultant, Ilise Benun,
“If you were at a work-related function in, say, New York or Chicago, would you address people in Portuguese? Probably not. But you’d be surprised by how many businesspeople lapse into foreign “languages.” I’m talking about using technical or industry-specific jargon.”
She adds…
“Using words or phrases that have special meanings within an industry is a sure way to stop a conversation with someone outside the industry well before it’s started.”
In my previously mentioned conversations I somewhat casually answered, “I’m a copywriter…” A few minutes later I was re-explaining that…no…I don’t assure people their documents, marketing resources, brands, etc. are secure from people maliciously inclined to steal them and make them their own – that’s *copyrighting*!
Get the picture…
While those in marketing circles understand what copywriting is (my business) many, I’ve discovered, do not! My lack of language-sensitivity created an awkward moment all the way around.
So…here’s how to watch your language:
**Speak the native tongue**
I’m all about relevance…relevance…relevance! Keep your *talk* relevant to the moment. Remember the *barstool test*. Be conversational – ask yourself, “Would I use these words if I were in a conversation with them while sitting on a barstool…?” A networking opportunity or event is essentially that – a moment where casual, conversational language enhances opportunity. What are the “natives” speaking? Lose the jargon and industry-speak.
**Tweak your spiel**
You’ve got one…a spiel…right? I’m talking about your 10-15 second commercial for your business, product, or service.
Benun recalls, “…for me, instead of saying, “I’m a marketing consultant,” I could say something like, “I show people who work for themselves how to get the clients they want.” You get the point…”
As a copywriter, I’ve chosen to say something along the lines of, “I help business and service professionals create effectively worded promotional resources…” Or, “I write compelling resources that help businesses sell their services/products…”
Take a moment…review your resources…underline the jargon…decide to tweak the wording and how you talk to your prospects and clients about what you do/sell.
**Seek common ground**
Industry insiders know the jargon. To them, it says you’re in-the-know and credible. That’s common ground.
But…
When conversing or promoting to industry outsiders (the bulk of your business) listen…then speak and write to what you’ve heard. It’s more impressive – when gaining interest – to invest time picking up signals and language by listening than it is droning on and on until their eyes glaze over – unimpressed.
Good conversation like good written communication is an art. Learn to measure your artistic ability by how soon and often the conversation continues. Clear, compelling conversations lead to opportunity…and opportunity leads to profit.
Jettison the jargon!
5 “Magic” Words That Create Opportunity and Buzz for Your Dental Services
There are 5 magic words that can create opportunity…and productive buzz for you and your business or service:
“How can I help you?”
Copywriter, Steve Slaunwhite, encouraged my deeper thought about those words. He shared the story of an independent sales trainer he interviewed. As a successful salesman, this guy didn’t make a gazillion cold calls a day. He answered the *what’s-the-secret-of-your-success* question by simply saying –
“I help people. Specifically, I look for people who I can help today, who may be able to help me in the future.”
He explained that he sought people who could be potential clients and who might recommend him to their clients and colleagues. (Important principles I’ll highlight in a moment…).
For example, this sales pro would arrive early for the monthly meeting of the professional association he belonged to. The reason – so he could offer sales coaching – no cost – to those who needed it. His strategy, by the way, resulted in large sums ($) of new business for him over a two year period.
Attracting and keeping clients is the essence of doing business or providing a service. Learning from the sales pro’s story, here’s a few strategic principles to practice, then I’ll invite you to put them to use by helping me…help you. Ready? Here we go!
>>Build a relationship<<
Focusing on the relationship keeps everything and everyone in the proper perspective. As trite and greeting-card as it sounds, let’s say it together – “people don’t care how much you know, until they….know how much you care.” The relationship is the field-of-play for offering the brand of caring help that you and your business, product, or service provides.
>>Get a clue<<
Stories emerge in relationships. When people tell their personal or corporate stories you get clues about where and how to help (if you’re listening…). And remember this takes time but it’s worth the investment.
>>Keep your circle open and active<<
Relationships are circular – think influence – as in “circle of influence.” Who’s in your circle? What’s their story?
>>Establish a reputation<<
Build the relationship – increase your credibility. Clients, potential clients, or people in general will get to know you as the go-to…, the expert, the guru, etc. as you help them achieve their goals, reach their profitability potential, and become successful.
>>Expand and work your network<<
Helping is contagious…viral. A pay-it-forward principle gets activated…one hand washes the other. Serving another’s interests or needs isn’t just altruistic it’s infectious. Imagine being the catalyst of an expertise, a product, or a service that’s spread around. Before it’s traceable to you it must start somewhere. Why not you, your business, or service?
Hopefully, I’ve helped you think about helping others through your business/personal practices. More so, I hope you’ll take action. What goes around comes around.