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September 8, 2011 Dental Business, Dental Copywriter, Dental Copywriting No Comments

How to Pump-Up the Slumps in Your Dental Business & Life

I scrolled through some archived e-newsletter content I published three years ago (wow). Amazed that as a freelance copywriter, and (adding to the mix) now a blogger, social media content writer/strategist, and soon to be info-publisher, I’m – to the week – experiencing similar thoughts and challenges about life and business building.

Labor Day weekend is in the rear-view mirror. This annual holiday marks the official transition from summer to fall and the final stretch of the year.

Summer’s laid-back, lazy attitude (I’m missing it already) gets exchanged for the more reflective the-year’s-almost-over-how-am-I-doing attitude of the fall season.

This seasonal transition is one I personally grieve – in a weird sort of way. Though I enjoy fall’s colors and the crisp, cool temps, football, and the approaching holidays…I’m a summer-dude at heart.

Seasonal transitions and their momentum are an effective way to evaluate where you stand in life and business. Build on summer’s renewing qualities (vacations, recreation, etc.) and head into the year’s fourth and final quarter – as fall approaches – pumping up the volume.

In sports, relationships, business, sales, your attitude, or life in general – slumps happen. Think about it – no one or nothing is immune from the inevitable “funk.”

Be prepared for slumps and willing to take action to overcome them. I discovered the following points from Harvey Mackay* (NY Times best-selling author and businessman).

Consider these essential “slump-gear.”

1–Get back to the basics.

Start by looking at your goals. Are you following your game-plan to achieve them? If not, fix what’s broken – if so, create new plans. Do the basics well – marketing, prospecting, lead development, follow-up, customer service, etc.

2–Evaluate your own performance first.

Before you place blame remember, this is your slump. Commit to hard work until you get out of it.

3–Seek trusted advice.

After you’ve exhausted your own resources get the input of friends, colleagues – even a business/life coach. Check your ego. Prepare for honesty.

4–Stay focused on the desired outcome.

Distractions clutter thinking. Don’t let them. Work upward. Take simple steps without starting from scratch.

5–Keep a positive outlook.

Prior success can lead to more. Confidence flows from your skill sets. Be fearless to apply them differently or develop them further.

Mackay also quotes copywriter and prolific author, Robert (Bob) Bly. Here’s his three-part strategy for overcoming slumps:

1–Do something.

2–Do more.

3–Keep doing it.

Beat the slumps with some good, old-fashioned action!

What challenges do you face in life and business as the year moves into the fourth quarter?

*Source: Tulsa World, 08.12.07

September 1, 2011 Dental B2B, Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental Industry, Dental industry case studies, Dental marketing strategies, Dental product case studies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

How Copywriting Uncovers the Hidden Value of Your Dental Products & Services

A local paper ad caught my wife’s attention. It was promoting an international coin buyer’s event taking place over the weekend at a local hotel.

Our experience prompted my thoughts about some important dental copywriting and marketing principles. I was reminded how it’s essential to think about the untapped value within your dental products and services.

Along with gold and silver items, the company was offering cash payouts on coins of a certain vintage. My wife knew we had a few silver and half-dollars lying around so she scoured the house, drawer clutter, and forgotten containers to find a few hopefully valuable coins.

Bingo! Among some kitchen drawer clutter she uncovered a 1966 half-dollar. And we did a halfway serious happy-dance as if we were holding the winning Powerball lottery ticket.

We arrived at the hotel, took our number and a seat waiting among a few others who hoped they too had discovered the mother-lode in a jar or coffee can among their house clutter just as we had.

In a moment I’ll tell you how much our 1966 half-dollar was worth and what we walked away with check in hand. But first, our experience reminds me of some basic copywriting principles to apply to your dental marketing content.

Understand perceived value

Remember that people buy for emotional not rational reasons. This holds true for how they perceive the value of your dental services and dental products.

Imagine a client or patient seeing your latest promotion for the first time. Once they hear the price for treatment or service they’ll immediately form an opinion about whether there’s value for them (perception).

Of course, you know the value. And it’s the job of your promotional content to sell them on it.

Your dental copywriting and marketing content must get inside their head. But don’t stop there. You must reach their heart – the emotional core. How?

>Use benefit-rich action words and keywords.

>Ask questions they must answer in the moment as they read, view, or listen to your content (however it’s delivered).

>Raise the value of whatever your promoting in the minds of your readers with comparative data (statistics, facts, etc.).

>Write to overcome perceptions and objections.

Deliver beneficial value

Your dental products and services have built-in value. But do you know their value inside and out?

Change your perspective and look at your products and services with fresh eyes. Consider outsourcing your dental copywriting and marketing efforts on occasion.

Your products and services contain hidden value. And the purpose of your marketing is to discover it and create solid, compelling content that promotes it.

Show prospects, potential clients/patients, and current ones the benefit-value of your services. But don’t stop there.

The purpose of copywriting is to put the product in their hand…in their experience with words. Use words to paint a picture of the future with them benefiting from its use and the consequences of not doing so.

Use content to get them so emotionally attached to your services that they can’t walk away without buying.

Increase value

Not only give them a picture experiencing the benefit of your dental services. Show others benefiting also.

The “community” or “tribal” effect can increase value. It’s the show-and-tell principle that builds a story around the product/service benefits.

>Use testimonials throughout your dental marketing content.

>Expand your testimonials into case-studies or whitepapers.

>Show your products/services solving problems, altering outcomes, increasing confidence, saving lives, etc.

This has emotional appeal that few can ignore without joining the crowd.

Back to our coin selling experience. Our number was called. And we were graciously escorted to a table where the buyer eyed the few coins my wife had uncovered.

He immediately separated the value-coin from all the rest – our 1966 silver half-dollar – and casually told us to spend the other coins since they wouldn’t increase in value.

We agreed to his estimated value on our 1966 silver half-dollar. We shook hands. A check was issued.

And we walked away…$3 richer. Hey, unless my “math” is wrong (wouldn’t surprise me if I was) isn’t that a value increase of 400%?

August 23, 2011 Dental B2B, Dental Business, Dental case studies, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental Industry, Dental industry case studies, Dental internet marketing, Dental marketing strategies, Dental product case studies, Dental social media, Dental web content that works, Marketing dental services, Marketing dental supplies, Social Media No Comments

3 Online Dental Marketing Assets Worth Controlling

I have control freak tendencies. Why are you giving me that look?

Come on now. You have your issues too!

Truthfully, this sometimes freakish behavior has value.

For example, you should consider it a good thing that you want to maintain control over your dental business assets. I marvel at those who face the wind while building a vibrant business (online or offline) – especially those who knock it out day in and day out with “sweat-equity.”

A recent post on Copyblogger stoked my control-freakiness. In this instance it’s a good thing.

I encourage you to read the entire post and let it prompt whatever useful insights it should in you. But I’ll cut to the chase and share what the writer, Sonia Simone, had to say about your dental business’s most valuable assets worth protecting – on the marketing side of the equation that is.

Simone affirmed the 3 assests you should be building – and for practical purposes – controlling:

1. A well-designed website or blog populated with lots of valuable content
2. An opt-in email list, ideally with a high-quality autoresponder
3. A reputation for providing impeccable value

In essence, your dental marketing content, connections, and character are of utmost importance to the lifetime value of your business.

>Content

I think you’d agree we live in an information-rich era. Social media has raised the water level somewhat. From blogs, to Twitter, Facebook, YouTube, and more we’re a content fueled culture. And it’s not likely this will change.

But what must change is our due diligence to create and protect this asset (See Simone’s full post for her provoking insights on this).

Just as you’re not soon to stop promoting your dental industry products and services – you’ll not soon stop thinking of new and better ways to create compelling content.

Do a quick inventory:

-Do you have a blog? What’s the date of the most recent post? Who wrote it? Did it appeal to your niche? Was it actionable/practical information? Are your posts keyword-strategic? How are you curating content? (Curating? Huh!).

-Are you engaging your industry…clients with social media? How often do you post to Twitter and Facebook? If you’re a location based business do people have the option of “checking-in?” Do you give them any “love” for checking-in?

-How are you spotlighting your success-stories? Do you give clients, patients, constituents a feedback channel (surveys, etc.)? When someone provides outstanding feedback where do you feature it? Are you expanding your testimonials into benefit-rich case studies?

Just a few content questions to get your mind cranking.

>Connections

You can have outstanding content but someone has to read and benefit from it. Your list, “tribe,” or community is the all-important asset here.

People connect with you publicly when they frequent your business location (if you’re location based). If you’re online as well, and connecting there, your best asset is a combination of email and social media.

Are your social media connections one-sided? By that I mean, if you’re the only one talking without acknowledging and giving or receiving feedback – it’s one-sided.

Social media, in particular, is more of conversation than a promotional medium. Sure, it works both ways – and most of us do our fair share of promotion via Twitter, Facebook, etc.

What if you improved your approach? Instead of primarily thinking of ways to promote, sell, and market your dental services what if you gave as much or more energy to starting conversations around them?

Use social media to ask questions specific to your industry and niche. Respond to answers with a blog post or two (more connective content).

Give people an opportunity stay engaged and conversing with you by joining your email list. Reward those who connect with a content-rich special report and/or a regular enewsletter full of practical content.

Give people a reason to connect and stay connected.

>Character

80’s pop-star, Cindy Lauper sang, “I see your true colors shining through…” (If you’re too young and saying, “Cindy who?”, hop on I-Tunes and give it a spin.)

It doesn’t take long for our “true colors” to show in today’s 2.0 marketing culture – online and offline. We’re talking character here.

Reputation is everything. And character guides reputation.

Measure your character here by how much consistent and “impeccable value” you deliver to others. Does it bug you to give valuable content away for free via your blog or enewsletter? If it does, do some character inventory. You’ll be glad you did.

Remember conversations lead to relationships that lead to more clients/patients, sales, and beyond.

You’re in business to help people, right? And that’s the truest color imaginable.

Some things are worth protecting. Character ranks high. And these days so does your content and connections related.

August 16, 2011 Dental B2B, Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental Industry, Dental industry case studies, Dental marketing strategies, Dental product case studies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

“Est” Syndrome & How to Beat It in Your Dental Content

Sometimes I can’t get-over-myself. This occasionally happens when I write proposals to promote my services to a potential client.

My first hurdle with self promotion is taking myself just seriously enough to boldly inform someone that I’m the person to get-it-done for them. Something similar happens with product and service promotions.

The “est” syndrome.

This feature-focused disease includes promotion killing words like bigg-est…fast-est…great-est. The problem with “est” words is their potential to create unhealthy – or unnecessary – comparisons.

There’s a much better focus. I’ll share that in moment.

Think about making an impression on someone. That all important first impression makes it harder to breathe, doesn’t it?

You stress about your appearance – what to wear? You stress over your first words, how firm should your handshake be, etc.

It’s all about the feature presentation. And perhaps that’s the fear source.

When you think features – everything has to fit and flow just short of “perfect,” right?

But like all lasting relationships, you eventually move past the surface appearance and engage with what’s beneath – the real person. That’s where the relationship takes off and has staying-power.

The staying-power of your products and services have more to do with the deeper benefits than surface features.

Write your dental promotional content to the benefit level.

1) Look at the product or service with fresh eyes.

Ask – what problem does this service really solve? Then think solutions.

Perhaps you’ve focused so much creative energy on the presentation (features) that you’re missing your most compelling selling points (benefits).

2) List every possible problem the product/service solves (really, all you can think of).

This list could be creative-gold for your R&D (Research & Development) processes. Whiteboard or mind-map every possible problem and solution your dental product/service engages.

Punch-up your content with these gold nuggets. Benefits connect and compel your prospect’s emotions.

3) Leverage the results of happy users/clients/patients.

When a problem is solved with one of your products/services that’s an emotional deal. No, there may not be laughter and tears (depending on what their issue is) but now you’ve won a customer…perhaps for life!

Why? Because you engaged them at an emotional level – where a dental problem, an issue, etc was causing “pain.”

You delivered a timely and useful solution to their dilemma. And they’ll talk you up because of it.

But…they won’t if you don’t give them a venue. Testimonials, case studies, survey forms are excellent venues for this kind of “love.” Leverage them.

Seeing yourself as the solution (benefits) is much more effective than comparing yourself to everyone else (features).

YOU have a voice that’s uniquely YOU.

Get over yourself. Start using it.

August 9, 2011 Dental B2B, Dental Business, Dental Copywriter, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental social media, Social Media No Comments

How Un-Marketing & Social Media Can Transform Your Dental Business

I’ve been reading Scott Stratten‘s book, Un-Marketing. I scanned the book nearly a year ago because a client asked me to review a few chapters to write some themed blog posts.

I researched the book. Got intrigued. Wrote the posts. Yet I put it aside on my shelf.

Thanks to social media (amazing how it works) and a recent tweet by Nick Usborne linked to a post about Scott – his book was back in my hands all weekend.

I started dabbling in social media in 2008. A colleague (at the time) asked me over lunch if I had a Twitter and that I should get one and start tweeting. Think about how odd and a bit intimately personal that suggestion must have sounded to me at the time (“…get a Twitter…start tweeting…” Wha…?).

But I listened…just like I’m listening now.

I wasn’t ready then, and I wasn’t ready a year ago to REALLY hear what Scott Stratten has to say. Now, I’m all over it! And have been for awhile now.

In fact, social media is the primary way I’m un-marketing my business. And dental businesses and dental practices that “get” social media will un-market themselves too.

What Stratten means by un-marketing (in a nutshell) is having the mindset that marketing is more about relationships (engaging) than it is about selling (marketing without a trusted connection). The results align – people are sold – but the platform is different.

Think of social media marketing (uh, engagement) as a return to the essence of sales. It’s like a handshake long before the deal is done. It’s a connection that says – I trust you because you’ve invested time to do so.

For social media, the time investment is about information…content. And that’s where the engagement (un-marketing) starts.

What Stratten is teaching me about how to start un-marketing with social media:

1) Value relationship development.

We’ve known for eons that relationships lead to sales. But some sales relationships are like an occasional one-night-stand. Ewww…right?

Picture this – a quick mailer (the wink across the crowded bar). Then – an unsolicited email blast or two (cue creeper-pick-up-line). Continued with – a flurry of slick-eye-candy-web-popup-ads (too many drinks to remember). Boom! Sales cha-ching (“…now what was your name…?)! A tad overstated…perhaps.

Use (not abuse) social media to create trusted conversations that lead to relationships where ongoing, profitable connections are made.

2) Restore engagement to selling.

As a trained copywriter I’ve learned the necessary value of trust building. What separates profitable promotions (whether print or online) from all others is their ability to lead a reader – in a trustworthy way – to a point of decision about the product or service. And ultimately a “yes” decision.

Everyone sells. Though some (like the dental industry) don’t necessarily like using the term.

Try this – exchange sell for engage.

For the most part, engaging with social media instills a trust-oriented attitude about how you approach patients, vendors, and all prospects related.

3) Get out-of-the-box (seriously!)

I didn’t say “think-outside-the-box.” Thinking often stops short of action. And action is vital if you’re wanting to engage with social media.

I know a dental business is at least thinking outside-the-box (about un-marketing) when I see social media buttons show up on their website or email signature. And that’s a good, commendable start.

But there’s more to going social than eye-candy buttons that indicate a Twitter account, a Facebook page or a Google + presence.

Take action…engage already!
>Ask questions you/your clients/patients want answered. Social media is generous with information.

>Answer questions others are asking. Give and receive (there’s something “golden” about that rule).

>Establish a consistent routine. Random activity (not engagement) will deliver random (that’s being generous) results.

>Get help. There’s plenty of us who see engagement as an un-marketing lifestyle and not a passing trend (Check our Twitter profile feed too. Follower numbers tell less about engagement than a consistent timeline of quality…tweeted content).

Now to un-finish Stratten’s Un-Marketing book!

August 2, 2011 Dental B2B, Dental Business, Dental Industry, Dental internet marketing, Dental social media, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

3 Ways to Increase Your Social Media Capital

Portions of this post – written by yours truly – were previously published on the Dentoola blog.

Trust rules. That’s why I’ve talked about it in a post or two.

It’s among the reasons you and I check our Twitter “Follows.” Making sure a “follower” is actually a trusted individual and not some “bot” with “size-matters” issues (follow/follower-list size, that is).

Trust Agents by Chris Brogan and Julien Smith affirms how essential trust is – not only in how we do business but how we engage on social media.

Social capital (the currency of web based influence as Brogan and Smith refer to it) is built over time. Like monetary capital, social capital can be spent quick and easy or increased day by day if not minute to minute. (Read Brogan’s and Smith’s book to get a useful scope about who a “trust agent” is and what they do.)

Recognize the value of social capital and trust if you’re going to succeed using social media as a dental marketing tool. Join the social media crowd – only – if you’re willing to be a trust-builder through consistent and relevant content.

3 ways to increase your social capital by becoming a trusted voice:

1) Listen

Tune into channels that have a voice in your industry and/or your niche. Sort, cull, and develop a “feed” list of those who seem to have their finger-on-the-pulse of what would benefit your “crowd.” (Use Google Reader, etc.)

Who is creating or repeating (retweeting, liking) relevant, useful dental industry content? And while you’re searching, become a voice by opening a channel.

Start listening with a blog page on your website. Then launch a Twitter account followed by a Facebook page.And if you’re a networking maven get LinkedIn.

2) Learn

Spend time on your industry’s blogs, Twitter, and Facebook pages (see 1-“Listen”). Learn what content others are sharing. Learn how they’re sharing it and how often they share (post) their content. Learn where they curate their content.

Sure, trust is earned. It’s also learned when you become a student of others who’ve paid-their-dues to earn it!

3) Leverage

Leverage your trust into social media capital. For example, consider how you built your dental practice. You’ve become a trusted source of patient care and treatment expertise overnight…right? Of course not.

How have you built your reputation in a specific dental industry niche? You deliver quality, useful products to a market segment on a platform of trust.

In principle, think of your social media presence in terms of how you’ve developed trust as a dental industry provider. You give excellent expertise consistently. And when people experience a dental issue who comes to mind? You, of course!

Why? They trust you!

Increase yours online as you become a trust agent – listen, learn, and leverage.

July 21, 2011 Dental B2B, Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email promotions, Dental Industry, Dental industry case studies, Dental marketing strategies, Dental product case studies, Dental social media, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

How to Make Your Dental Content “Sticky”

I walked across our kitchen floor a few days ago and experienced that somebody-spilled-something-sticky-feeling on the bottom of my bare feet. Ever done that?

That’s bad-sticky! But when we talk about sticky-content…that’s good-sticky!

Speaking of sticky – do you know the story of the Post-it® Note? You know, those little yellow notes we can’t live without!

The Post-it® Note was invented as a solution without a problem (yes, you read that right). It was created by Dr. Spencer Silver, who happened to develop a unique, re-positionable adhesive. But (at the time) the 3M scientist didn’t know what to do with his discovery. Six years later, one of Dr. Silver’s colleagues, Art Fry, remembered the light adhesive when he was daydreaming about a bookmark that would stay put in his church hymnal. And as they say – the rest is history.

Today, the Post-it® Brand boasts more than 4,000 unique products. It’s become one of the most well-known and beloved brands in the world.

Content Stick-ability!

Most content exists for a simple reason. Consider your products and services. Why do they exist? For what purpose were they created?

Whether it’s offline or online marketing content or social media content that links back to your website, a landing page, or a blog post – your content must be evaluated by a simple analytic!

Max Lincoln Schuster said, “Never forget that people never buy things or services…they buy solutions for their problems.”

Solutions…without problems

Back to the Post-it® Note story. Recall the subtle result of its invention – “The Post-it® Note was invented as a solution without a problem.”

Marketers, copywriters, content creators and curators, bloggers, social media writers and users must remember – not all that’s written or created solves something. And if that’s the case our content becomes just more “word-noise” in an increasingly noisy universe already overloaded with information!

I’m passionate…no, I’m OCD (with respect) about relevance. I have a background in church leadership and hours of writing and public speaking experience in that venue. I was driven then – and still am – (come “hell-or-high-water”) to find and provide practical…actionable principles in what is typically irrelevant to modern life and culture.

When problems and their solutions often elude the masses, why create something that’s irrelevant? It’s like the proverbial carrot-on-a-stick (available but out of reach) to our readers, clients, etc.

How to be a solution-source through creating “sticky” content.

>Listen

The phrase “you’re talking so much…I can’t hear what you’re saying,” applies. In today’s marketing-numb culture it’s profitable to listen. If you want the most ROI on your social media, online marketing, email promotions – whatever it is – develop a new bias…LISTEN!

Cup-your-ear to not only your customer feedback surveys but also your social channels. TweetDeck, HootSuite, News feeds, etc. can help you keep your-ear-to-the-groundswell of chatter about any industry niche – including your specific dental business niche.

Dental suppliers, dental manufacturers, dental practices, dental continuing education, dental publishers, dental marketers, and dental consultants are talking on social media. They’re promoting and they’re engaging there. Start listening.

>Leverage

Here’s where things can get sticky (in a good way). Content that’s sticky with problem-solving quality is your leverage point. If you’re listening to your industry and what they’re talking about – from patient to promotion – you’ll get a good idea about problems that need solving.

Become a problem-solving rock-star by using case studies, whitepapers and articles. Use some link-leverage by linking (more on that in a moment) back to blog posts via your various social media channels (Twitter, Facebook, Google+, LinkedIn, etc.).

You have more leverage (and the potential for it) than you think!

>Lift

Lift happens when you engage your “followers” and “friends” beyond the one-way conversation of content, content, content! And engagement happens when others retweet (RT) or mention your content to their “tribe” of followers and friends.

It’s called “social” media for a reason. Anti-“social” behavior gets sniffed out as fast as spam in your inbox!

Lift your stick-ability by lifting others and their content. Be generous with RT’s (retweets on Twitter), @mentions, #hashtags, #FollowFriday “love,” comments on blog posts and articles, “Likes” on Facebook pages, “Circle-friendly” behavior on Google+, and linking back to others’ (even competitor’s) quality content.

Let these tips “stick” as you’re creating problem-solving…solution-oriented content. Even better write them on a Post-it® Note and stick it…somewhere you’ll notice when creating content.

And if you want some help – contact me to create some stick-ability for you (I promise I won’t leave a sticky mess…like on my kitchen floor…oops, maybe that was my-bad!).