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July 11, 2013 Dental email marketing, Dental email promotions, Dental Industry No Comments

Fundamental Reasons Your Dental Email Promotions Succeed

The hummingbird attracted to our patio feeder is a consistent creature. In a strange sort of way it’s habits remind me about the core value of dental email marketing content.

Our hummingbird friend counts on the ample supply of sweet, red colored sugar water we provide. Because it returns many times a day it’s vital that we not disappoint.

Email remains as a consistently trusted source of content delivery. In spite of its spam-able potential, your dental services will benefit from using it as a consistent list communication tool.

And speaking of benefits – dental email marketing success depends on your commitment to deliver useful, beneficial content.

Email copy smells like spam the moment you abuse it.

Avoid the hand-slap by remembering it’s a permission based channel – so don’t intrude on people’s in-box privacy unless invited.

Include an opt-in request on all your business or practice forms.

Simply ask new patients and clients for their email address at their first appointment/meeting or phone conversation.

Word your request appropriately. Say, “Is there an email address we can use to contact you…?”

People are accustomed to digital communication. Like text messaging, email is an acceptable and normal channel in people’s digital world – so be unafraid to ask for the connection.

Their permission opens the door to casual, friendly, and consistent communication with you.

Well-crafted and well timed email content delivers useful information. Connect your dental email content to a service, new promotion, or timely need and measure the impact.

The hummingbird returns to our patio because he’s accustomed to our generosity. Patients and clients will respond to your email content as you consistently provide them a beneficial reason to do so.

Be generous with your offers and content value. Because you are, people will trust their in-box, time, and dollars to you.

Email loses it’s impact when it looks, sounds, and feels like every other sale-sy message that pings their in-box. Keep your dental email copy relevant to your reader and their needs.

Much of this sounds simplistic, I realize.

There are reasons an email is opened and there are reasons it compels a response.

For now…

Adjust to using email more consistently to promote your dental services.

Ask for the opportunity/permission to email your dental patients and clients every chance you get.

Acquire trust with useful, beneficial, generous email content.

There’s an art to dental email marketing. Stay tuned here for more tips related.

What hang-ups or challenges do you have about using email to promote your dental services? Comment…

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.

July 5, 2011 Dental Business, Dental case studies, Dental Copywriting, Dental email promotions, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental social media, Dental web content that works, Marketing dental services, Marketing dental supplies One Comment

How to Declare Your Independence & Market Your Services More Profitably

Some post-Independence Day reflection has me thinking about the value of the holiday – given what it represents.

We celebrate with fireworks, grilling some form of meat, sipping a cold beverage, hanging-out with friends and family. And we remember – at the “twilight’s last gleaming”…as a celebratory burst of fireworks explodes overhead – to reflect on what it means to be American.

Sweet freedom!

Think about it – you and I have freedom. The undeniable freedom to live, earn, and prosper in this great country!

Declare Your Independence

In the dental business, as in any business, true freedom is knowing what makes your products/services unique. Your USP (Unique Selling Proposition) gives you the confidence to stand independently among your competition.

How uniquely independent is the copywriting that promotes your dental services and products? Have you established your independence in the dental industry marketplace with outstanding copywriting?

3 Steps to Declaring Your Independence from Your Competitors

In the spirit of independence and all things freedom, consider your dental business growth in the first half of this year. It is, after all, July. You’re halfway through the calendar and either celebrating the profits to date or evaluating how you can emerge profitable at the end of the two remaining quarters come December.

Before you think “Jingle Bells” and mistletoe (that’ll be here soon enough) let’s do some mid-year evaluation of your marketing resources in the shadow of the the recent July 4th holiday and the ole’ “red, white, & blue.”

Exercise some freedom of thought by applying the following steps to your marketing content.

Read…Write &…Renew… (think red, white, & blue)

Read

Reading your dental marketing copy with fresh eyes could be the key to increasing your second-half profits. Begin to read your promotions with a more critical eye.

Start right now! Pull up your current promotion. Scroll over to your website. Check out your latest blog post, tweet on Twitter, or Facebook page post.

Does each uniquely declare your dental market independence? Do the words suggest that you’re offering something different than every other solution currently available?

Often a business relies on outdated, over-done, over-written copy and expects it to work its magic on prospects and clients. Is it?

Eye the promotions that arrive in your email in-box and your postal mail. Which ones get your attention? What is it about the content that draws you in, inviting you to read further?

Compare it to your A-Level marketing piece. Differences?

Write

The keywords and concepts you glean from the vast amount of copywriting you receive via postal mail and email might be good-as-gold to your business.

It’s been my practice to read a market proven promotion such as a direct-mail or online sales letter (I’ve got files and book full of them). Typically I’ll read the same one over and over again for a period of days during a given week. Then I’ll hand write a large portion of the copy word for word on a blank sheet of paper.

This discipline – rote as it may seem – ingrains key concepts and copywriting strategies in my mind (like hitting golf balls on the range…taking batting practice…shooting free-throw after free-throw). Perhaps you’re thinking that’s too much work (but remember this is my chosen field).

The principle holds – establish your dental market uniqueness and independence by schooling yourself in what’s working (and not working) in your industry niche. It serves the process to *write* down what you like about the copy, keywords, how they’re used, etc.

Read…Write…and

Renew

Halfway through the year is a great time to renew your dental marketing resources. What profits are you leaving-off-the-table as result of ineffective promotions?

Test a new sales letter, a fresh product case study, an email promotion, your web page copy, etc. against your current ones. You’ll never know if what you’ve been mailing, sending-out, or posting on your website could be improved until you test it. When sales increase (or decrease) you’ll know your renewal efforts and/or costs were or will be worth it.

Apply these simple steps to your business promotions. Declare your independence from your competitors.

That’s the kind of freedom you can take-to-the-bank.

June 14, 2011 Dental Copywriting, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental web content that works, Marketing dental services, Marketing dental supplies, Marketing to dentists, Social Media No Comments

The web has changed – do you know what to do?

As a dental service provider or dental marketer, let’s agree you want a piece of the online action. But how does your web presence compete for the attention of today’s savvy web surfers.

And once you’ve established an online presence – that brings in business – how do you keep it?

You do know the web HAS changed…right!?

Securing that attention is both a technological AND content issue. The web presents countless waves of opportunity for dental industry and dental marketing pros like you.

Here’s a few reminders of how savvy, A-level dental marketers are strategically using the web for their front-line dental marketing efforts:

–>E-mail (Are you maximizing this tool?) – use product/service promotions, autoresponders (a series of strategically written email promotions that provide a click-through link to your website or promotional webpage).

–>E-newsletters or e-zines (Got one? – they work in ways you may not have considered) – keep your products/services front-of-mind through a series of articles and tips published weekly, bi-weekly, or monthly.

–>Blogs (For some they’re better than an e-newsletter and…they’re more than a place to vent or rant) – stay on the radar of the your target market through consistent, relevant content that establishes you as an authority – or at least one with your finger on the pulse of your industry. See it…say it – that’s the power of having a go-to blog.

–>Social media (Seriously! What are you waiting for?) – think Twitter, Facebook pages, LinkedIn, YouTube, Foursquare, Gowalla, etc. I’ll be as bold to say – “Get on board or be irrelevant (that’s a kind way of saying you’ll go the way of the dinosaur)!”

–>Home pages (perhaps the most strategically under-utilized and ineffective website page) – set the pace for your entire website here.

–>Landing pages…squeeze pages (could be the difference between a customer and potential one) – warm up your market with a product/service promotion before they even get to your website.

–>Podcasts (if you’ve got something valuable to say) – be the voice with a portable…listen-as-you-go marketing tool (IPhones, IPads, Blackberrys, and the Android market of smartphones make this a slam-dunk)! Embed it on your website and build your subscriber list. For some hearing is better than seeing (reading).

–>Webinars (nothing to fear…much to gain when used right) – create an online educational system. Save cash-flow on training travel and related fees. Offer the occasional free webinar to build your educational tribe.

New and efficient forms of communication require fresh, targeted content. Design is a significant feature of your dental industry website for sure.

But without benefit-biased copywriting all the *pop* and *flash* technology risks diverting attention…and the web, brothers-and-sisters, preaches the doctrine of attention!

June 9, 2011 Dental B2B, Dental Copywriter, Dental Copywriting, Dental email marketing, Dental email promotions, Dental Industry, Dental marketing strategies, Dental web content that works, Marketing dental services, Marketing dental supplies, Social Media No Comments

3 Ways to Step-Away-from-the-Crowd with Better Dental Copywriting

Do you know how much marketing content is published in the dental industry? Your response is probably like mine – “How much…? Not sure. But a lot!”

Your approach to copywriting as a dental marketer, dental supplier, or dental service provider will most likely follow a certain pattern. But the issue is always – will it produce the response you desire for your marketing efforts? And if it does, can it be repeated with equal or greater effectiveness each time it’s sent via email, mailed directly to your list, or posted on your dental website’s blog?

What you already have going for you may be the secret you’ve been looking for in your promotions. In print or online, revealing more of this can lift you above the crowd.

Speaking of crowds…remember a recent social function (a party or networking event). Someone – maybe only one – stood out from the pack of those you interacted with. What initially got your attention? Was it how they were dressed? How they looked? What they said or how they said it?

When all’s been said and done – this shines through. It’s…personality!

Add some personality to your dental marketing content and track the results. It’ll mean avoiding the window dressing mindset (e.g. flash, design, colors, etc.) typical of many copywriting approaches. In the end people will remember you more for the personality that shines through than the exterior coating.

Don’t misunderstand me, I’m a fan of creative, colorful, out-of-the-ordinary promotions. They catch my eye and keep me engaged.

But…

I’m hooked more when I’m drawn into the marketing conversation and it seems like only seconds have passed while it’s actually been several minutes. Good copywriting – the kind with personality – does this.

No more sleep-inducing content!

If your dental copywriting and marketing materials come with a warning label – WARNING: Do not drive or operate heavy machinery after reading this…you know what I’m talking about! More than that they’re TYPICAL…and in business – typical isn’t memorable.

It’s vital to insert personality between every line of your communications with customers and prospects (most read between the lines of what you’re saying anyway). The *personality-ethic* applies to your email promotions, your blog posts and the social media content you post on your Twitter and Facebook page, the copywriting on your website, your e-newsletter content, and more.

Here’s 3 ways to add some personality or better yet get yours working for you and the copywriting that promotes your dental products and services:

1) Inc. yourself (and not in the corporate sense)!

I consistently remember the words a colleague and mentor said to me several years ago – “be yourself.” No one else can be you better than…YOU. Management guru, Tom Peters calls it “You Inc.” or “brand-you.”

It’s about the unique personality…the DNA…you personally bring to your marketing communications. Be unafraid to let people “in” on your life and the behind-the-scenes aspects of your business-story (we talked about this in a previous post).

Step away from worn-out, weak, or ineffective branding! What you keep hidden or overshadowed (too much dependence on brand or image) might be the key to winning a client’s heart.

2) Step from behind the professional veneer.

Don’t misunderstand me. I’m a believer in being and remaining professional in all your business practices. Just don’t confuse professionalism with being pretentious, aloof, or out-of-touch.

Why is it that someone talks in plain, easy-to-understand words yet when they get behind the key-board or take pen in hand they become this austere (there I go…using a big word) “plastic” person.

Corporate jargon is just that – jargon. It may or may not reflect your niche in the dental industry…or, for that matter – you. Think about it – how effective does bureaucracy communicate – really?

3) Be anything but typical.

Aim for authenticity. I’ll continue to beat-my-drum about avoiding typical, hype-driven marketing approaches.

Hypey…salesy wording alienates more than it attracts. People do business with hype-sters for much they same reason crowds show up at a freeway pile-up…!

People much more enjoy doing business with someone who’s real…authentic…open…honest…non-salesy! That’s untypical and it works.

Personality shines through every time. Get yours going for your dental copywriting and marketing approaches. Real people enjoy doing business with REAL people. And smile while you’re at it!

June 8, 2011 Dental B2B, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental industry case studies, Dental product case studies, Dental web content that works, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

What’s unique about you?

My wife and I enjoyed dinner and good conversation with a friend last evening. Part of our conversation was about the value we bring to our work and the opportunities the marketplace gives us.

Our friend is pursuing new job opportunities (and I happened to renew/write her resume – another value-add benefit of knowing effective copywriting skills). Though she’s transitioning back into a different field she’s able to transfer many if not most of her skills and passions into this new venture.

Most businesses and organizations – like individuals – have transferable benefits. It’s essential to remain ever-aware of those benefits and highlight them as much and as often as possible.

Isn’t that part of what marketing does?

When I’m writing an email promotion, an online or print sales letter, an email autoresponder series, a case study, a client’s blog post…even an individual’s resume (as with my friend) – I focus on the transferable benefits of the business’s product/service to a particular solution their prospects/clients seek for solving a problem.

What value do your products/services deliver to your market?

Consider what your top-level clients/customers are saying about you. Listen to their feedback and survey comments (you are asking for this…right?). Between the lines of what your clients tell you is “gold” you can mine and use in your marketing content.

How do your unique benefits stack-up next to others in your market?

This isn’t a question of one-upmanship. In fact, I encourage being so focused on your own unique-selling-proposition (USP) that you seldom (if ever) fall into the trap of comparing your marketing value to that of others. But it does help to know what’s working and not working for those with similar or same product/service solutions.

Live and learn…then develop your unique benefits to deliver to the marketplace. The more uniquely specific those benefits – the better!

Our dinner conversation gave me some valuable food-for-thought. Go…serve-up some value to your market today!

June 7, 2011 Dental B2B, Dental Copywriting, Dental email promotions, Dental marketing strategies, Dental promotion ideas, Dental web content that works, Marketing dental services, Marketing dental supplies, Social Media No Comments

Does your dental marketing content survive the “3-second” rule?

You’re enjoying a favorite snack at home. And suddenly the morsel slips from your paws and on to the floor!

That unfortunate moment sets a rule into play jokingly known as the “10-second rule.” Basically, the rule holds that any food item remains edible if it’s quickly scooped up and dusted off within ten seconds (shorter or longer depending on who you ask).

(Trust me, there are limits to the “10 second rule” and where it applies. Anything that falls to the floor in a public restroom or anywhere “public” – for that matter – stays there as far as I’m concerned. It could be a $5 piece of Godiva Chocolate. If it’s public domain I’m sad to say – the rule doesn’t apply! You with me…?)

There’s a similar rule at play in copywriting. It’s the “3-Second rule.”

Here’s the premise – Your headline must grab your prospect’s attention! And you have about “3 seconds” to do it!

Seems like a short time-frame but consider the amount of information that streams into our consciousness every moment.

>An email hits your inbox. The subject line either compels you to open it or delete it.

>A piece of direct mail arrives in you mailbox among a few bills and credit card statements. It may look compelling enough to tear it open. Once opened, the lead sentence determines whether you give it any additional time.

Marketing content is a “dime-a-dozen.” And since a lot of “dimes” are invested, I’m amazed at copywriting that ignores the “3 second rule.”

Here’s 4 things your headline content must do to seize attention (and survive the 3-second rule):

1)Make a promise.

Typically, it should be a big promise. But big or small – promise something! Tell your reader what major benefit will come to them from your product/service.

You must think (strategically) about this. And your thoughts should be guided by below-the-surface research about your prospect, their problems, and how your product/service is THE solution. Start by answering their dominant “what’s-in-it-for-me” question.

2)Draw a picture.

This is why I often default to a story-lead (like my earlier “food” story). People can relate to a situation, a story, a popular/trending news item, etc.

It’s true – showing beats telling!

An active social media presence helps. Social media keeps “what’s current” in front of you consistently. Keep a notebook or use Evernote to capture story ideas. Subscribe to newsfeeds with services like Google Reader. Keep your ink fresh and ready to create captivating images of your product/service in action. Pictures don’t paint-a-thousand-words by accident!

3)State a fact.

Think action-ability. What actions do your products/services compel a client or prospect to take? Actionable facts give the readers of your marketing promotions something that confirms the trustworthiness and viability of your products and services. Don’t allow your copywriting to ramble. Go ahead and state it!

4)Ask a question.

Questions create necessary tension or clarify tension that’s already present. Ask your prospect a question that reminds them of their core problem or need.

Create copywriting around the answers that solve their problem(s).

Asking questions shows intuition and intelligence. Be intuitive through your marketing content. Show your prospects that you know them. And give them reason to trust you through the answers your copywriting provides.

Seconds count…whether it’s food…or copywriting!