How to Write Content That Pops BREAK AWAY FROM BLAND When it comes to winning over customers with content
CONTRACTIONS AREN’T YOUR ENEMY On the other end of the spectrum, some people write like robots. They avoid contractions like “don’t,” “can’t,” and “aren’t,” resulting in stilted, plodding sentences that inflate word counts and alienate readers. Obviously, formal publications like research papers and legal briefs still maintain this archaic ban on mashing words together, but, when it comes to marketing content, rules are flexible. Do not fear using these tools. You cannot go wrong with adding a splash of informality to your writing. Your readers are not going to mind. (Are you still with me?) SHOW, DON’T TELL This is a big one. So many businesses publish copy with big statements like “We love our customers!” or “Our passion is helping you!” These blanket sentiments come across as shallow. So, rather than tell customers you care about their needs, write content that shows them you understand their needs and want to help address them. We care deeply about your marketing campaigns and want to help them succeed!
marketing, many entrepreneurs seem to think, “If we publish, they will come.” That would certainly explain the flood of bland, cookie-cutter blog posts pumped out across social media every day. To win over readers and make the most of your marketing dollars, your content needs to have a personality — a voice. Of course, personalizing content comes with a few pitfalls every marketer needs to know. DON’T WRITE HOW YOU SPEAK
Read a few sentences from your favorite book or newspaper. Do you think the author speaks exactly like that in real life? Probably not. Speech and writing are two different mediums with different stylistic needs, and trying to translate one to the other can prove disastrous. For example, many content writers include verbal cues like dramatic pauses … by including useless ellipses. In a conversation, strategic pauses may impress, but on the page, they pull readers out of the article.
ARE YOU STUCK IN A MARKETING RUT? HOW TO TURN A 15-MINUTE VIDEO INTO WEEKS OF QUALITY CONTENT
When it comes to marketing, if you want to see results, then you need to get creative. Whether you’re emailing potential patients or posting on social media, it’s not enough to give people the facts about your practice and the benefits of LASIK in one form, like long-winded blog posts — you need to vary your delivery mechanism in order to offer them content that answers their questions and gets them engaged. One way to do that is by adding videos to your social media feeds and email blasts. According to WowMakers, 52% of marketers feel video marketing is effective for brand awareness, and 45% see benefits in lead generation. On the first page of this newsletter, LASIK Marketing Agency Founder Michael King talks about the power of video testimonials, but that’s
not the only category that gets results. In our work marketing for LASIK practices, we’ve found that interviewing experts on video is a highly effective way to convert leads and generate clicks. Better yet, we have a fool-proof method for turning 15 minutes of video into weeks of quality content. We call these “Top 10” videos because, when we sit down for interviews with LASIK surgeons, we always ask them the same 10 questions about LASIK, questions that are top-of-mind for potential patients. Some examples include: “Does LASIK hurt?” “Is LASIK permanent, or do I need to have it done multiple times?” and “Are there any side effects?” We record the interviews using Zoom, then splice them into 60- to 90-second clips, with
one question addressed in each clip. After adding effects that boost the video quality, we’re left with 10 pieces of dynamic, engaging content we can drip to potential patients over a matter of weeks via social media or email. This is the perfect way to retarget people who have visited your website or followed your social media page but haven’t converted yet. By sequencing the content and sharing a few videos each week, you’re keeping your clinic at the forefront of their minds. Plus, having a surgeon answer their questions directly will boost your authority and brand image. If you’d like to reap the benefits of this strategy without putting in the work, call LASIK Marketing Agency today. We’re ready to help you get results.
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