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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!

May 13, 2011 Dental Copywriting, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental internet marketing, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Does your marketing content pass the 5-second test?

You have 2-5 seconds. That’s all…if you want your marketing promotion to be read!

The first few words of a marketing piece set the stage. Sales letters, email promotions, press releases, website home pages – whatever you use – choose your first words strategically. That is, if you want to keep the reader engaged.

Headlines compel action.

They seize you by the attention-jugular. And the gripping ones won’t let go until you’ve finished reading the copy flowing beneath them – regardless of length.

Study the copywriting that crosses your desk, workspace, or email inbox. What makes it readable, compelling…or toss-able?

Give precise attention to the creation of your headline and the lead copy that follows it. The headline seizes the moment. And the lines of lead copy that follow (typically the first 2 paragraphs) define it.

Riveting, thought-provoking copywriting captures attention. And keeping attention is vital if your marketing communications are to ultimately translate into any measurable amount of cha-$-ching!

Lowlife spammers – I’m averse to say – are masterful at attention-mongering headlines. Check out those that make it past your junk filters. Caught your eye didn’t they? There are reasons why.

Even though you quickly recognize the odor of spam there’s something compelling about the words – right? Despite their evil intentions, there’s a few things to be learned from a spammer’s technique (please don’t confuse my recognition of their technique with acceptance of their modus operandi).

Their magic is typically the subject line. Just as a print headline draws you into the message, the email promotion’s subject compels you to open and read or hit delete.

It makes strategic sense to give attention to the headline and lead in your copywriting that promotes your business, product, or services online or offline.

The following guidelines make a difference in whether your copywriting results in new client or sale…or whether it finds its way to junk-mail central!

1–Create a sense of urgency

Depending on your marketing message’s intent, give readers a reason to desire the benefit(s) sooner rather than later. The element of scarcity can lead to profitable outcomes.

For example…

“It ends tonight at midnight…!”, “Only 4 days remain…!”, etc. implies what? – “you snooze…you lose” – right? Choose words that create a necessary tension and lead to a decision.

2–Communicate usefulness

“How to Get the Heart of 370 Business Magazines in Just 30 Minutes a Month”

Did those words communicate something useful? Check out this headline:

“32 Ways to Save Time and Money from the Pages of Good Housekeeping”

Legendary copywriter, Gene Schwartz knew the power of a compelling headline. He wrote the above two inside of a career that generated over $2 billion in advertising sales.

Effective headlines communicate something of practical value.

3–Claim the unique and specific benefits associated with your product or service.

Use words that enable you to step-away-from-the-crowd. Impress your reader/prospect with your uniqueness. And be as specific as possible. Vagueness creates indifference. Specificity compels.

And remember – a headline should never…

>State something standard, conventional, or…predictable. This stops a reader in their tracks, thinking, “Why read further…I know where this is going…”

>Mislead or trick. If you make a promise you fail to deliver in the remainder of the copy…you’ll lose trust and a potential client or sale.

Make your headlines count just like the seconds it takes to read them!