publishing enewsletter Archives - Page 2 of 2

publishing enewsletter

May 7, 2015 Dental blog, Dental blogging, Dental Business, Dental Copywriting, Dental email promotions, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental promotion ideas, Dental web content that works, Marketing dental services No Comments

The Case for “Simple” and What Works on Your Dental Website Platform

I’m not here to debate their music. In fact, I’ll go on record and say that I’m a major U2 fan.

It’s their platform – like your dental marketing platform – that enables them to deliver consistently whenever and wherever they choose to make music.

Speaking of wherever, New Yorkers were drawn to a gathering of “street performers” on a subway platform. Imagine the signature sound being created not by some local tribute band but Bono and crew themselves.

I experienced U2 a few years ago in a massive, produced, high-energy, sold-out stadium show. It was epic and I would expect nothing less from an impromptu, street gig as well.

It’s what fans expect from an iconic band.

And it shouldn’t surprise you that the simplicity of an unplugged, street-level gig would have the same awe inspiring impact. That’s U2.

Whatever your “music”, simply deliver

These days dental website copy and content seems to migrate towards a massive, produced, shiny-object approach. Maybe it’s an attempt to legitimize your services in an increasingly competitive market.

Equally popular is the trend towards content “fluff.” Dental-speak, tech-speak, call it what you will.

And even more trending are the easy-way-out, set-it-and-forget-it website platforms that replace your unique “story” (your dental practice brand) with cookie-cutter branding.

It’s time to simplify.

Your dental practice story deserves a platform. In fact, to cut through the noise, it’s required.

You’re in the business of providing dental services and skilled treatment to people. As you’re aware, those who seek your services are, more often than not, motivated by pain (e.g. a tooth ache, swollen gums, tooth loss, etc.).

They don’t wake up daily with the notion of, “Hey, I think I’ll surf the internet for dental information…” But if they’re in pain or if they’re aware of the benefits of dentistry to their overall health, your opportunity to create a “fan” is higher.

So what’s unique about your website?

I’m not talking about graphics, flashy design, pop-ups, sliders, slide-shows, YouTube videos, stock images of beautiful people with Hollywood smiles, page headlines that include the words “state-of-the-art” (promise me you’ll STOP using those words…PLEASE!) and any words that end in “-est.”

Think simplicity.

Okay, let’s define it.

Ready?

Be useful.

Time is of the essence when you capture the online attention of a current or potential dental patient. They stop to listen for one reason – they found YOU.

YOU – in a massive, produced, crowd of dental websites.

And they aren’t there to admire your website.

They want information. Easy to read, easy to understand, take-action-on information.

Information they found by a simple question or word typed into a popular online search tool (Google, Bing, etc.).

The question that defines how “useful” you are: Do they find an answer?

Here are some simple strategies to help:

Publish blog or article page content that’s readable, conversational, lacks dental-speak, and could be understood by a 5th grader (not sounds like it was written by one…there’s a difference).
Create downloadable, free information (e-book) on a trendy, seasonal dental topic (teeth whitening for wedding season, back to school dental care, how to use your insurance benefits before it’s too late, etc.).
Produce a 5 minute weekly podcast episode on Frequently Asked Questions (answer one question per episode…how’s that for being simple and useful).
Design a monthly or quarterly e-newsletter available by (free) subscription only. Give your readers your behind-the-scenes stuff here and make it appealing to belong to your “tribe” (special offers, promotions, etc just for joining).
Brainstorm more ideas. Let your mind run free (or email me and we can start a conversation…why not?).

Remember this…

Your online success doesn’t depend on your ability to impress. It does depend on your ability to deliver simply what people have come to expect when they find you.

Simple, useful information.

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

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.

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 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!

May 10, 2011 Dental B2B, Dental Business, Dental Industry, Dental internet marketing, Dental marketing strategies, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

3 Fundamentals for Publishing an Enewsletter as a Follow-up Tool

The problem may not be your lack of follow-up but how consistently you lack it.

Think about it! You have good intentions when it comes to following up on prospects and potential leads in your dental marketing.

But how many times can you draft an email or hand-written note and keep doing it over and over. At some point you must somewhat “automate” the marketing follow-up process.

An effective way to “automate” your follow-up is through consistently publishing an enewsletter. And it can be as simple as repurposing a blog post.

In fact, that’s a good place to begin as a I offer a few tips to get started with publishing an enewsletter.

1) Start blogging

Your blog is the blank canvas to explore, explain, and, express your expertise (how do you like that “ex” theme I have going there?). It’s a place to log insights.

Lead with a blog. Many posts will “seed” other ideas and topics. These deeper explorations form the content that can be expanded through a weekly, bi-weekly, or monthly enewsletter.

2) Show up regularly

Speaking of follow-up frequency…how often should you publish an enewsletter? Preferences vary. Some say weekly is best, others bi-weekly or monthly. I previously published weekly. Now (as I’m planning the 2.0 version of my enewsletter) I’m leaning toward monthly.

The advantage of monthly is you can use your enewsletter as a way to aggregate the numerous blog posts published over the course of a month into one issue.

You can expand a thought that a blog post simply introduced. You can incorporate the wisdom gained from comments to a particular post. Even social media feedback from retweets, likes and post comments (Facebook page) can improve upon a topic blogged about weeks before.

Bottom-line: consistency. Whether you promote your enewsletter as a weekly or monthly – stay with it. Your subscribers will drift (unsubscribe) if you lack consistency.

3) Open the window

I’m talking about letting people see into your life, practice/company culture, product/service stories, etc. One thing social media has taught us is that getting personal is okay.

If you want your enewsletter read and shared be unafraid to open up the windows a bit. Don’t be a life-voyeur or a verbal flasher. TMI (Too Much Info) applies here too.

If you’ve taken a trip, been on vacation, achieved a milestone, celebrated the milestone of a child or loved one, purchased a new gadget…you get the picture! And that’s what I’m talking about – give your readers a “picture” of who you are in addition to your expertise.

Authenticity opens the door to better business connections. It’s the basis for effective marketing follow-up – what we call “engagement” these days.

An enewsletter is a perfect follow-up companion alongside a blog and any other business communication you share.