The most important marketing skill any dentist can possess is the ability to write great copy.
This doesn’t happen overnight, but it’s definitely a skill that can be learnt and refined over the years.
The reality is you will never stop learning and I personally kick myself that I never started early enough!
There are no short cuts, so I recommend starting now.
Either that, or you hire the services of a professional copywriter, one that fully understands direct response marketing.
To date it’s likely you have either written your copy yourself or relied on your website designer.
In my experience your website designer will be neither be trained in dental copywriting or direct response marketing and unfortunately therein lies the problem.
Let’s Take A Closer Look At The Copy On Your Webpages
Am I right in saying most of it is written in the first person and very little if any is in the second person?
It’s important to understand that your copy is effectively a conversation, one where the reader initially wants to know you have their interests at heart.
This is best achieved by writing in the second person. Thus you should include the words “you” and “your” extensively in your copy. For example “you will benefit from dental treatment” and “your tooth will no longer hurt”.
This is far more compelling and engaging than writing in the first person using the words “I”, “our” and “we”. For example “I will treat your toothache” and “we are experienced in treating severe tooth pain”.
I can’t stress enough the importance of learning the principles of effective copywriting, and starting with writing in the second person is a great start.
It’s Been Emotional!
Writing good copy is about stirring an emotion in someone, they need to feel it has been written about them and feel compelled to read on, as if they are reading a chapter in a book they can’t put down.
The famous American copywriter William Bernbach once said:
You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
In other words you need to connect with your reader. Often your prospects and existing patients will scan your copy (hence the reason for segmenting your web pages into smaller chunks of copy, bullet points and sub heads) and then scroll back up to read in full because the copy has stirred their curiosity.
Once this happens, you know your copy is working for you!