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story based copywriting

July 12, 2011 Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental Industry, Dental industry case studies, Dental product case studies, Dental social media, Marketing dental services, Marketing dental supplies, Social Media One Comment

3 Ways Dental Copywriting Can Take-On Something as Serious as Oral Cancer

I wrote a recent blog post around a now favorite quote by copywriting and marketing legend, Dan Kennedy.

“The ability to organize words that motivate people to buy is a super-power.”

Written communication has the moxie to change things. If you want to win-the-day with any topic, trend, thought, service or product transform them with super-poweredness (how’s that for a cool, new word).

I’m a copywriter (and an occasional public speaker/trainer) so you’d expect me to enter the fray with words. It’s why you hire or outsource your marketing content (word-wise) to those of us with the chops to bring just-the-right words to the front-lines of whatever it is you’re promoting.

Take oral cancer prevention for instance (and take it seriously!).

I picked up an eye-catching…informative data sheet from the front office of the dental practice where I work part-time – “Common Myths About Oral Cancer.” It used the common Myth-vs-Fact approach to heighten awareness of this life-threatening issue.

The more I’ve reflected on the “Facts” the more I believe that super-powered content can shift the battle against this killer that takes 9,000 lives annually out of the 34,000 impacted by it (more deaths per year, by the way, than melanoma and cervical cancer).

The super-power ability in me (thanks to Dan Kennedy) wants to go all Captain America on this health threat.

Words motivate! And there are strategic ways to organize them to compel people to have awareness and take action against something as serious as oral cancer – or whatever you’re promoting.

>Case Studies

Someone has taken on oral cancer and won! Perhaps the tipping-point was an oral cancer screening product used by a savvy dental practice. Maybe a hygienist’s knowledge gained via a particular continuing education course trained her in what to look for. Could be that a practice management firm with a strong bent towards oral cancer steered their practices in the right direction towards state-of-the-art screening technologies.

A well-researched, compellingly written case study tells THAT story. And what better story than a life spared.

>A White paper or Special report

Sometimes the mountain of data must be distilled to its essence. Too much technical jargon numbs your readers or market to the real-life impact of something as threatening, in this instance, as oral cancer.

A white paper or a special report cuts-to-the-chase.

Their unique format states the problem and offers an expert solution (that’s you and your product, service, or information). These also communicate well to an audience that is typically accustomed to a more academic, technical approach. And they do it without the – sometimes necessary – word volume associated with standard technical writing.

>Social Media (didn’t think I’d leave it out did you?)

Twitter, Facebook, Blogs, Google+, YouTube, QR Coding, etc. provide a steady-stream opportunity to become a content super-power. Link back to big-gun content like case studies, white papers, special reports, web content, blog posts, etc.

Social media provides the opportunity to get chatty and occasionally frontal about the topic at hand.

Engaging dental social media builds trust. And dental businesses and dental service providers on the front-lines of social media will increasingly be viewed as industry experts.

That’s the big idea, really. Whether you’re talking about oral cancer or promoting dental products and services that offer preventative solutions – you want an “expert” in your corner…right?

Even better…how about some super-poweredness?

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 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 27, 2011 Dental B2B, Dental Business, Dental case studies, Dental Copywriter, Dental Copywriting, Dental email autoresponders, Dental email marketing, Dental email promotions, Dental industry case studies, Dental marketing strategies, Dental product case studies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Why saying “trust me” destroys trust in marketing

A close family member recently experienced a salesperson’s attempt to close-the-deal by shoving a contract across his desk with the words, something to the effect of, “Come on…sign the (expletive) papers and let’s get this done…!”

Had this been a multi-million dollar deal, built on months of negotiations, with significant upside potential, I’d understand the context. And I’d probably take the expletive emphasis as bold, banter between two soon-to-be business partners one of whom was probably attempting to prove he had a “pair!”

It wasn’t that at all…

The close family member is a young, nervous-as-one-would-expect, first time car buyer. The salesperson (obviously trying to prove he had a “pair”) couldn’t be further from earning the trust he needed to secure the deal.

Would the salesperson have made a better impression saying what’s commonly said in such deal-making scenarios – “Trust me!”

You hear or read those words all the time in advertising.

“Trust me, ‘X’ the single best product on the market for…”

“You can count on us…the most trusted source of…”

“Trust us to deliver the most effective…”

Do you instill trust by merely asking someone to trust you or saying your product/service is the most trusted?

I’ll let you make up your own mind. But I’ll go on record saying, trust is earned.

And a primary way to develop trust is through a relationship not merely telling someone to “trust you.”

Trust emerges on a solid track record of credible engagement.

The problem with many sales approaches (such as the above mentioned car deal) is the forced timing that many salespeople deploy. It’s why I prefer writing marketing copy and why businesses benefit from solid, credible copywriting in it’s various forms – a story-based email promotion, a series of autoresponder emails, a long-form sales letter, engaging blog posts, Twitter feeds, and Facebook page posts, case studies, etc.

Write these effectively and trust rises to the top much quicker than forced, “trust me,” manipulation. And with it comes credibility your prospects will return to again and again!

Master copywriter and trainer, Will Newman shares these five easy-to-implement strategies to help build credibility on a foundation of trust:

1–“Avoid hype.”

Saying you’re “the world’s greatest…” works in infomercials for a variety of reasons but is that your medium? Calm, authoritative approaches do more to establish trusting clients/customers.

2–“Avoid vague or unsubstantiated claims.”

Backing up your comments with substantial data shows you’ve done your “homework” – adding credibility. Instead of proclaiming, “The world’s greatest…,” describe how your product/service/etc. is proven to accomplish this or that by a certain percentage, etc.

3–“Give your prospect a reason to believe.”

Claims of effectiveness, etc. backed by proof and endorsement within your marketing content adds to your believability. And it builds credibility.

4–“Speak to (prospects) as an equal.”

Know-it-alls are seldom listened to. A friendly, realistic, conversational tone establishes a connection.

5–“Respect your prospect and their needs.”

This is a core trust builder. Respect follows trust.

Build trust in your marketing with clear, compelling copywriting.

May 18, 2011 Dental B2B, Dental Business, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

How to give your products & services “blockbuster” status

The summer movie season is almost here. Has me thinking about what most blockbuster movies have in common.

And it’s the same reason excellent marketing and outstanding copywriting draws you in.

I’m talking about the plot or story-line that keeps you riveted as the story unfolds. A well-crafted story-line drifts (ever so slightly) back and forth. Just when you’re feeling carried to another seemingly disconnected place…the plot reappears…drawing you back into the story once again.

Marketing copy compares to the story you’re telling about your business, product, or service. How well you keep your target audience engaged, buying, and doing business with you tells whether they’re riveted as your story unfolds.

Keep ‘em compelled and first-time, front-end clients or customers will become repeat, back-end ones time and again.

This is traceable to a significant element of your marketing-story. Like the plot or story-line of great cinema this is a key within your marketing copy.

It’s your USP…

I’m talking about the Unique Selling Proposition of your business, service, or product.

(Back to the movie analogy) Ever sat through *flick* and thought – this plot seems a lot like… (the movie you saw last year). What’s missing or vague is the UNIQUE story-line that would earn it top box-office.

What I enjoy and am challenged by as a copywriter is exploring deep beneath the surface of my client’s services and discovering their USP. What is it about *Product/Service A* that reeeeeally makes it unique…unlike all the rest in the same or similar industry?

Distinguishing yourself from the crowd sends bigger waves of opportunity flowing your way. Otherwise, you’re merely creating ads, promotions, website content, etc. and all the blah-blah-blah that goes with it. And remember people don’t invest time or money for “blah.”

Here’s how to develop your U-nique story-line – do this and exploit it within your marketing copy.

1>Spotlight your Feature Presentation

Sit down to write about your business, product, or service and you’ll naturally and reflexively begin with features. Feature focus is easy because we’re accustomed to spotlighting them.

After all, you see yourself as the newest…biggest…brightest…sexiest…boldest…fastest…and any other *est* that applies. The problem with stopping there (please don’t) and spinning out your promotional copy based mostly on features is that there are others convinced their *est* is better than your *est*.

If you really want to command attention…

2>Promote your edge-of-the-seat Benefits

Here’s where the plot thickens. Telling your market about your features – mostly – stops short of the real juicy details that’ll compel them to do business with you, use your services, or buy your products.

Remember you’re unique. So…list all the benefits you can think of. If you’ve developed the fastest this-or-that (feature) get to the core of what you’ll promote (benefits) by asking and answering the question *which means…?* for every feature you spotlight.

Try this. Fill in the following blank with your business, product, or service – “We provide the fastest (or other feature oriented word) ______ which means… (how does providing the *fastest, etc.* lead to a benefit for your client or customer?). Do this for enough listed features and you’ll arrive at your USP (Unique Selling Proposition)…then promote the heck out of it!

And you’ll potentially…

3>Secure Repeat status

Not all great movie story-lines have a sequel in them. In fact some excellent box-office films took a nosedive when their sequel was released.

On the other hand, businesses thrive on sequel after sequel. I’m talking about *repeat business or sales*.

Every new or re-purposed product secures its repeat status when its USP is promoted to the hilt. And it’s a process worth repeating – spotlight features…promote benefits (USP)…position yourself for repeat business.

Bottom line: when the credits roll how’s your business story being told?

May 2, 2011 Dental B2B, Dental Business, Dental Copywriting, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Does Your Dental Marketing Content Need to Get-a-Life?

What motivates someone to purchase a product or use a service?

Think about your most recent purchase. Consider the promotion that led you to hand-over your earnings.

Freelance copywriter and author, Bob Bly introduced me to a concept in one of his articles. A colleague revealed [in his opinion] that people don’t necessarily care about the idea of being…say, a millionaire or even making six-figures.

Really – the driving force is…a certain kind of life-style…living life on their terms. Money is simply a means to an end.

Of principle, Bly adds…

“…marketers who simplistically trumpet “get rich” in their ads are making a mistake. Instead of selling the obvious benefit, they could be reaching their prospects on a deeper and more powerful level.”

Here’s an example, according to Bly. Historically, career-training institutions would focus their marketing approaches on graduates making lots of money.

One ad featured an actual student standing next to his new Jaguar. What the ad failed to mention, Bly observes, was that this particular student bought the luxury auto with money he won in a personal injury lawsuit, not with money earned as result of the institution’s training.

New ads have a different focus, he notes. They feature interviews with now gainfully employed students…but they don’t talk about money.

Instead, one of the graduates talks about the pride his kids show when they see him leave the house for work every day wearing a suit and tie. Another student reveals the rewarding overseas business trips his company sends him on. He talks excitedly about his love of travel, the new foods, the diverse cultures, and new people his career enables him to meet. He’s joined in the commercial by his mother who glows about how proud she is of her son.

Bly referred to this deeper level of marketing as “life-style promotions.” It’s the appeal to what truly drives most of us to buy products or use services. The what’s-in-it-for-me answer is in many ways a shift in HOW we live more than it is merely about having money.

The persuasive element? It’s all about lifestyle!

The key…?

>>Whatever business or service niche you are in – connect it to life<<

Here’s a couple of insights into choosing words that give *life* to your promotions. First… >Shift your marketing copy into *reverse*.

>Instead of leading – as is typical – with the product, launch your wording around the lifestyle or the lifestyle benefits your target market desires.

Listen to *life* that’s happening in-and-around your business/service and the *lives* of your customers/clients. How does your product or service impact their *lifestyle* (at any level)? When you’ve made a list…you’re ready to write your copy (before creating a product).

Next…

>>Drive your product/service forward with copy instead of driving your copy with the product/service.

Write a persuasive lifestyle promotion about a product/service you haven’t rolled out yet (yes, you read that correctly). When you’ve tested the promotion’s selling-appeal (by actually placing it in front of your market) and found it’s effective (meaning interest is gained…order inquiries roll-in) THEN develop the product. Risky, yes! But…now who’s in the driver’s seat?

Lifestyle appeal works in a good (or bad) economy! The promise of a different, and perhaps better, lifestyle will drive your products and services forward…profitably!

April 25, 2011 Dental B2B, Dental Business, Dental Copywriting, Dental Industry, Dental marketing strategies, Dental promotion ideas, Marketing dental services, Marketing dental supplies, Marketing to dentists No Comments

Get the Picture, Get More Business

A picture or an image has a sort-of superpower quality. An image transports you (in the blink of an eye) to a place you couldn’t otherwise be. As the saying goes, “A picture’s worth a thousand words…”

There’s a vital secret about copy. One that increases the odds it will be read while compelling the reader to act.

Good…no…great dental copywriting shrinks the distance between the business, product, or service and the prospective buyer/user. It’s like a picture that transports you to a place you wouldn’t otherwise be. Words have that kind of power. That is, if they are strategically chosen.

Whatever dental industry business or service you promote this principle holds true. Paint a picture with the words (give or take a thousand) used in your promotions and you’ll narrow the distance between you and a prospective buyer or client.

Words do more than explain they compel! And when they compel, someone becomes a potentially long-term client, customer, and a friend of your business.

Review your latest dental marketing copy. How much of the wording explains, in detail, the features, qualities, history, etc. of your business, product, or service? Better, does it paint a picture of the benefits someone will receive when doing business with you?

If the wording gets you an A+ in the “what” category (i.e. telling everything there is to know about whatever it is you’re promoting) and it fails in the “why” or “what’s-in-it-for-me” zone, you’ve missed a significant aspect of effective copy. Give the reader an image. Lead them to a vantage point where they can see the *benefits* of doing business with you, purchasing your product, or using your services.

Again, regardless of what you provide there’s a picture to be painted. If you want to narrow the distance between your service or product and the customer or client you must find the words to create a compelling picture…or you’ll miss waves of opportunity.

Taking the easy way out by merely sloshing a few colorful words or phrases here and there and wrapping them around a few stock photo images and calling it your “dental marketing campaign” will not get the job done! Frankly, that approach is probably frustrating an already over worked assistant who feels too much responsibility for shouldering the marketing efforts you’ve passed off to them.

Picture your dental marketing copy this way for powerful results:

Solve a problem

Put yourself in your client’s shoes. Get under their skin – what emotions, concerns, fears, etc. is your market experiencing? Let words do the work. Use them to create an unforgettable reminder that goes a step further – picturing how you will solve their problem.

Answer the paramount question

If you walk in their shoes and get inside their emotions relevant to your business you’ll be better prepared to answer the question (even before they ask) – “what’s in this product or service for me?” Imagine every prospective client saying “so what!” at the end of your spiel. And rather than being offended or taken-aback you know precisely how to answer.

Highlight the benefits

I know I say a lot about this (and I’ll say a ton more). But, it’s really about benefits…benefits…benefits. Again, so what…you’ve got state-of-the-art HD technology…the biggest this…or the most dependable that. If you leave the benefits to their best guesswork you miss a significant photo-op – keeping with this theme.

Another thing about pictures – when the moment passes to capture one…it may never come again. Think about it!