October 31, 2013
CAUTION: It doesn’t work to just steal these headlines. The headline is THE BEGINNING of the strategy. Creating expectations with headlines means you have to deliver. You also need supporting content, and offers for the related educational materials.
7 Critical Questions To Ask Before Choosing Your Dentist
Can A $7 Tube Of Whitener Actually Whiten Your Teeth?
The 3 Most Common Problems People Have With Dentists And How ABC Dental Overcomes Them All
Two Types Of Dental Patients, Which Group Are You In?
What you say and how you say it in your marketing makes a difference. What you say should make it instantly evident why your practice is any better or different than your competitor’s. Headlines are the primary tool used to take instant control of your audience, and steer them in the direction you want them to go. Good headlines put you in command of the message, poor headlines (or no headlines) let the audience drift in their own direction.
For example, compare these two website homepage headlines:
The first headline communicates the idea, “We’re a dental clinic, and we’re glad you found our website.” The second headline takes command of the conversation, and instantly promises to provide important treatment and provider selection information. If you were a patient looking to choose a new dentist, which website headline would be more engaging for you?
Headline number 1 is safe, easy to write, and takes no real strategic thought. It feels warm and inviting to say, but that’s not what the audience hears; they hear, “I’m a dentist, and I hope you choose me because you found my website, welcome!”
Headline 2 takes strategic effort. It holds the practitioner to a higher standard for both care delivery, and content delivery. Headline number 2 demands content that will expose and solve problems that are important and relevant to the patient. It sets the provider on a course for strategic success with patients, referral sources, and search engines.
The problem/solution “slant” of headline 2 also makes it easier to determine what other kinds of marketing communication tools will be effective in attracting new patients. And so you see how the simple (but not easy) job of creating headlines can be the single most important priority for your marketing.
Don’t make the mistake of trying to be cute or funny, and don’t confuse headlines with taglines. You’re a healthcare provider, and the promise of your headlines need to be one of educational problem/solution information. Avoid saying things like “best care” and “most experience”; these are self-serving platitudes that lack the power to produce the strategic success you deserve from your marketing.
If you want to avoid the effort of marketing and innovating your business, headlines like the Top 4 are a bad choice. But if you see the potential power of these strategic “slants” to out-market your competition, and build strategic success, this approach will get you on your way.
Trent Wehrhahn is the founder and President of Dental Growth Strategies. With his years of multinational sales and marketing experience with dental offices, he has focused his strengths on marketing solutions for local dental offices just like yours.
At DGS we help you assess where you are at and implement a custom marketing plan that gets results.