marketing strategies

June 21, 2011 Dental Business, Dental Copywriter, Dental Copywriting, Dental marketing strategies, Marketing dental services, Social Media No Comments

If You’ve Ever Been Duped with Fine-Print (Or Been the Dup-er)…Read This!

If you’ve ever been teased or pranked – you know the feeling. It’s irritating to be duped. And while duped might be a bit strong, it carries the emotional punch necessary to explain what I’m talking about.

Occasionally I receive a mailer with a headline announcing something like a SPECIAL PRICE…etc.The layout and content do their job, grabbing my attention just as it was designed to do.

But…

My careful (yet not so common for many) eye is drawn to the fine print beneath the SPECIAL PRICE offer indicating the rules-of-engagement, so to speak!

Now first of all, I understand the power of headlines – it’s what I do for crying-out-loud! I’m a copywriter! And next, I’m aware of the significance of a strong, compelling offer.

Beyond that…

Maybe it’s personal. And perhaps I’m being nit-picky. And possibly I’ve missed something as I consistently learn from master copywriters to hone my craft.

But I must ask: is fine-print necessary in marketing content?

Fine-print has been around for decades (if not longer) in marketing. The often comical equivalent in TV and radio ads are those fast talking auto commercials (don’t get me started on their absurdity – that’s another topic).

Seriously, if the voice over person runs out of breath explaining the deal restrictions before his/her 15 to 30 seconds are up…what’s that about?

In reality, effective headlines and related offers draw you in…tease you a bit…and compel you to take action. That’s great (even good) copywriting!

Why use fine-print? As if to say –  “Oh, by the way you’ll need to do this and that to qualify for our amazing deal…see, it’s written right here…let me fetch you a magnifying glass or find you a pair of reading glasses…I still hope you’ll take advantage of our special offer cause we’d love to have your business…” Are you serious?!

Consider this if/when you must use fine-print…

Sometimes you’re forced to use fine-print due to space limitations on a postcard mailer, for example. If so, make sure your copywriting states or restates the offer and doesn’t hide the facts from the reader.

Qualify the reader’s relationship to the SPECIAL OFFER right up front in an easy-to-read…can’t-miss headline (that’s where it matters most). Save the fine-print for take-it-or-leave-it clarifying content, directions, weblinks, instructions, etc. that naturally follows the headline/lead copy.

Be careful…don’t undermine your marketing integrity.

If  you worked hard enough to come up with an offer that compels a response why not include that in your headline and lead instead of giving buyers the “oh-by-the-way” real-scoop in the fine print?

1) Don’t mislead hoping I’ll misread!

In the dental copywriting world, if you’re promoting an “$89 TEETH WHITENING SPECIAL…” Tell them it’s for NEW PATIENTS in the offer headline.

What do you lose by including that fact there instead of something like the fine-print version that might read…

“For new patients only who have not had more than 15 cups of coffee, wine, or other tooth staining beverages in the last six months while vacationing in resorts south of the Gulf of Mexico including but not limited to the Cayman Islands, Puerto Rico, and Antigua…”

Invest the time to come up with an offer that compels and just tell them what it is. Then they can decide. After all, decision is their prerogative.

Which reminds…

2) Don’t decide for them by luring them in your door or teasing them into a phone call to obtain your offer only to leave them hanging when they find out they don’t qualify (because they didn’t read the “real-deal” in the fine print).

Now they feel stupid…and (if they’re not strong willed) obligated! Sort of helps you understand why many distrust advertising, doesn’t it?

I realize marketers (I am one) assume people are smart enough to read the fine print and to know the set up (which I also realize might weaken my case a bit). But these days marketers should also assume something else…

Today’s consumers/buyers are engaged in social media where trust and authenticity rule!

They’re savvy enough to know when they’re being duped. And they’re equally capable of moving on to sellers/marketers who say it simply…clearly…and compellingly (in a first-glance-readable font) and let them make up their mind then and there!

Continue Reading
June 16, 2011 Dental B2B, Dental Business, Dental Copywriter, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental web content that works, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

3 Questions Dental Web Copywriting Must Answer…or Else

Picture a large sports venue with a seating capacity of 40 to 50,000. Put yourself as a dental marketer or a dental service provider in one of those thousands of seats.

The stadium announcer booms out (Why? I don’t know. But stick with me…), “This just in…a local dental practice seeks a substantial supply of (your specific product or service). If you provide (your specific product or service)…stand up!”

Picture nearly 10,000 standing!

A strange but somewhat realistic analogy when you consider it alongside what happens countless times a day online. The bigger question – how do you stand out in a crowd that numbers significantly more than 10,000 (relative to the average Google web search).

I’m a dental copywriter. I’ve narrowed my attention to those who provide products and services to the dental industry.

When I set sail in this niche my first online research process produced nearly 40,000 companies who’ve tagged themselves “dental supply” companies. That’s a lot of companies vying for the attention of thousands more who rely on the supply chain they represent. Think about it!

How do you get online attention…and keep it?

Producing attention-getting and attention-keeping web content as a dental marketer and/or dental service provider deserves your utmost attention! I recommend the following three tips from web copywriting expert, Nick Usborne, for attention-deficit websites.

3  questions your web content must answer to get and keep attention:

1) Who are you?

Getting to the core of who you are – as a business or service – helps you get more attention. Remember there are potentially hundreds – if not thousands – in the same or similar business as you.

But…your business-DNA is unique. You must differentiate yourself and get attention away from the pack.

Usborne encourages the simplicity of narrowing your biz to the core (benefits) through writing a 500 word (or less) article on your business, product, or service. This exercise funnels the related details into an easy-to-read format.

2) Who do you exist for & how?

The point of your business or service is to provide benefits. So envision – whoever that end-user is – actually using your product or services.

Usborne invites writing 10 user scenarios involving 10 different people (e.g. how does your product or services benefit them, what will they experience as result, etc.). This *power of 10* approach highlights the real reasons people do business with you – why you exist!

And finally…

3) What’s your business…in a nutshell?

Attention spans are short…especially when potential customers and clients surf the web! You must maximize your time and theirs. It helps to crunch-down who you are and what you do into a concise few words.

Nick Usborne says the core of your business is best expressed in 10 words or less. Write them down. Refine them. Then, keep those words accessible (in your mind) at all times as a *tagline*.

Give your dental business and dental services a front row seat. And position yourself to land the attention of countless web surfers by applying these online content tips.

Contact me about narrowing your dental marketing strategy and dental web copywriting to an attention-getting core! Case studies, online articles, and social media are an excellent way to stand-out in the crowd of dental marketers and dental suppliers.

Continue Reading
June 2, 2011 Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental industry case studies, Dental marketing strategies, Dental product case studies, Social Media No Comments

How to be known as an “industry expert”

“What do I really have to offer the industry or more specifically – the niche – I work in?” It’s an important question that forces me to inventory the benefits I deliver.

This week I’ve been writing and editing a report that I’ll deliver FREE to my prospective client list. There’s an important reason I’m doing this…and why you might consider doing the same on a routine basis.

Why a special report…case study…or white paper is an important tool in your marketing toolbox:

>It encourages “expert” status.

Not everyone and certainly not even a large number of people know what you know. And if even if they do -who’s taking the time to put it in writing.

Frankly, writing scares most people. Or the few who do take a shot at it, start a document in their word processor perhaps never to return to it.

When you put your insight, knowledge, and skills out there you set yourself up as a go-to service provider. When an issue or challenge arises that your content addresses – in even a remote way – guess who comes to mind.

Thinking yourself and your services as “expert” isn’t arrogant. In fact, it’s more self-centered to hold on to your knowledge base – think about it!

>It puts you on the solution-side of the marketplace.

Talking-heads in today’s media numb us to the real issue – “how do we fix this?” If as much time were given to solutions as is given to pointing out the problems mainstream media would lose a substantial amount of “voice” and many bloated pontificators would be speechless.

It’s easier to focus on problems…on what needs fixing than it is to dig in, roll up your sleeves and do the work.

A steady stream of information that you publish – full of solutions to common market and industry problems – will give you “voice!”

Get to know the problems, issues, and challenges facing your particular niche/industry. Follow the social media feeds within your industry. Subscribe to industry blogs. Read comments. Engage others via your comments.

Create an idea file of common and current problems you discover. Do some extra-mile research and write some tips for solving the issues at hand.

Your opinion and insights count just as much as anyone’s. And putting your thoughts out there gives you a stake in helping solve some issues for your constituents.

>It gives you content to repurpose again and again.

Social media is about content delivery. Throughout the day I send tweets and Facebook posts to my Evernote account. I’ve developed a reference library that I can tap into any time and any place. And the reason is due to the content others unashamedly publish on a consistent basis through social media.

Again, being a solution-content source is a top reason to be a consistent info publisher. Once you’ve produced even one 10 to 20 page report-like document you can repurpose it a piece at a time and have months of content to send out via Twitter and your Facebook page.

What keeps many from jumping into the social media zone (or thinking it’s a waste of time and energy) is lack of shareable, useful content.

Having a report, white paper, or case study densely packed with beneficial content in your marketing repertoire gives you a well of information to share with others. And contrary to what you might believe – people really do hunger for information especially the brand that provides solutions to their problems.

Give yourself some credit for what you know. And get it in writing.

Special reports, case studies, white papers, social media content, blog posts, enewsletter articles are among my copywriting expertise. Don’t keep your expertise under-wraps. Contact me today to write yours!

Continue Reading