“I could never love you, because you’ll never love anyone but yourself.”
Ouch! That line from the classic film, Groundhog Day reveals an essential principle that explains why people will read and take-action on your dental content (or not).
Bill Murray’s character, Phil, is attempting to woo (to put it mildly) Rita (Andie MacDowell). But his daily do-over is falling short as does his go-for-broke attempt at declaring his love.
The missing element of most dental content
Attraction is tough. Thus, why many of my client conversations involve a discussion about tried-and-sometimes-failed marketing strategies.
- Direct mail that reads like a warmed-over sales pitch
- Email content that sells and promotes more than it informs or engages
- Website copy that’s more appropriate for a CE course
- Facebook ads that highlight in-house features more than solution-oriented benefits
Desperation can lead to desperate attempts to land the “sale.” It’s equivalent to Phil’s failed attempt at love or proposing marriage on the first date.
You know better…right? Yet, you still invest in what appears to be tried-and-true marketing efforts only to find yourself alone at the end of the bar…or err…business day!
What you need is “seduction!”
Wait…what?
Seduction pure and simple!
To clarify, seduction isn’t about manipulation. As concerns your dental content it’s about…
Knowing who you’re writing to and communicating to their needs.
No manipulation necessary. Instead it’s more of what Brian Clark refers to as a “courtship.”
”I’ve described content marketing as a story you tell over time. If that story places the prospect at the center of the story and delivers the right information at the right time, you have a courtship.” 1
The words “over time” are at the core of how best to use content to market your dental services. Keep in mind that it’s a journey…a courtship (not declaring your “love” on the first date).
Keep them informed (reading) and they’re more likely to take the next step (accept your “proposal”)
Empower their search for solutions
The abundance of information is overwhelming. It’s also “noisy.”
You’ll rise above the “noise” and “clutter” when you become the solution to your dental patients/clients.
- Show them how your services or products benefit their circumstance
- Listen to their questions, comments, and yes…even their negative reviews (improve rather than try to disprove)
- Leverage what you hear/discover into next-step content (e.g. Patient: “I’m embarrassed by my yellow teeth…nervous about an upcoming event…” Your Content: “How Teeth Whitening Can Give You the Confidence to Own-the-Room…” you get the picture)
Write for scanners rather than scourers
Most who consume digital (online) content scan. That’s why it’s vital that you create easily scannable content.
- Compelling, benefit-oriented headlines and sub-heads throughout
- Benefit-rich bullet points that summarize
- Actionable wording instead of industry-speak “fluff”
Writing because you like to hear the sound of your own voice is like having a conversation with yourself.
Worse…no one’s listening (reading).
Remember, if the narrative isn’t about them there’s basically only one other it could be about…hmmm…
Our not-so-loved-Phil would tell you that’s a scenario that’s best not repeated!
- https://www.copyblogger.com/seductive-content/ ↩
