marketing
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.
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.