Patient Attraction Episode 411
One of my pet peeves is dentists who market to other dentists. I alluded to it in our last podcast, but I want to give some suggestions on avoiding this problem in your content when we return. Stay tuned.
– Unless you live in DentalTown, you are not going to get very far with content that only dentists would understand.
– I think dentists’ desire to do this stems from one place: ego.
– Most dentists are afraid to talk in regular language for fear they will not seem like experts.
– But seem like experts to whom?
– Most of your prospects have no idea what dental caries are.
– But they ALL know what cavities are.
– Some prospects may know what periodontitis is, but not many.
– But they ALL know what red, puffy gums or gum disease is.
– “But Colin, those don’t mean exactly the same thing.”
– I would answer, “So what?”
– The only people who would know the difference are other dentists!
– Using big words and technical terms don’t convince prospects you are an expert.
– Diagnosing, explaining and fixing their problems shows you are an expert!
– So what can we do to keep you from making this mistake:
- Write to ease understanding.
– Our rule of thumb is to write at an 8th-grade level to make sure everyone can understand what you are talking about.
– There are numerous websites that can tell you the reading level of the copy.
– Just because someone isn’t a good reader doesn’t mean they aren’t a good prospect.
– And if they are a good reader, they’ll get through the copy that much easier and be less likely to leave the page.
- Don’t use dental jargon.
– Amalgam fillings are silver fillings.
– Extraction is removing teeth.
– Bruxism is grinding teeth.
– Occlusion is bite.
– Prophylaxis is a professional teeth cleaning.
– Using these dental terms shows you are more concerned about looking smart than communicating with patients.
- Don’t mislead.
– As I said last time, be as clear as possible.
– People are used to misleading marketing.
– What’s refreshing is when content marketing is clear on the benefits and what it takes to get them.
– We are halfway through our series on using your website to convert prospects into patients.
– I hope you’re finding it useful.
– Tomorrow, we’ll talk about the benefits of your blog and other social media.
– Until then, keep moving forward.