GMCP EP 84 – COPYWRITING TIPS FROM MEDICAL CONTENT WRITER


[INTRO MUSIC]
This is the Grow My Clinic Podcast by Clinic Mastery where we help you deliver amazing
client experiences to grow your clinic. JACK: Well welcome back to another episode
of the Grow My Clinic podcast. My
name is Jack O’Brien. We are back in the saddle for 2019. This is the first recording
for 2019 where we have a guest on the line. We have a jam-packed episode for you
today, so make sure you stick around until the end because we’re going to direct
you towards an epic website and a resource for your clinic. But let me introduce to
you Nina Landsdowne from Word Prescription. Nina, how are you today? NINA: I’m doing very well. Thank you, Jack. It’s great to be in 2019 and to be here
with you today. JACK: Absolutely. For a bit of context, Nina, can you let our
listeners know who you are, and who Word Prescription is? What do you do? NINA: Absolutely. I started off as a podiatrist. I still am a podiatrist. But through my
experience in podiatry, I started doing a lot of content marketing to grow the
business, and writing good content that really resonates with patients. That is what
Word Prescription is. We help medical and health professionals grow
their business through content. JACK: I love it. For those who are long-time listeners of the
show, the’ll know I have a special love affair with content and content
marketing. It holds a special place in
my heart. So, we’re going to get into Word Prescription
and some really deep things around content: mistakes to avoid and how
to do it well, those types of things. But,
let’s just dial back a little bit. You said you are a podiatrist and you still
are. What’s the shift there though? Because you don’t practice at least full
time anymore, why did you end up leaving the clinical world? Because I know a lot of listeners might be
business owners and they have pulled back from the clinical world
as well. What was the journey like for
you, pulling back off the tools and off the toes, so to speak? NINA: The journey for me started with my “WHY”
– why I got into podiatry in the first place, which is to help patients and
offer them genuine solution that will improve their lives. As I dive more into becoming a senior podiatrist
and learning about business and marketing, I started implementing
techniques and content marketing strategies that were massively successful
for the clinic where I was working at. JACK: How do you define success? NINA: Conversions. JACK: Right. Good. NINA: New patients. JACK: Right. So no vanity metrics? You didn’t reach 200,000 people? NINA: No, because it doesn’t matter. It do
NINA: We do everything from writing web copy to case studies, blogs, articles,
Facebook ads, or just anything that you think is content. We do video scripting. We
do anything that in any way you want reach patients through words and copy. That’s what we do. JACK: It’s interesting you have mentioned
a couple of key elements there. When
people think of outsourcing writing, we might be thinking blogs, right? But it isn’t. It
is social media captions and it’s scripts for videos, and web copy for your website. Your about page, we know, is one of the most
trafficked and visited pages on your website. Having an expert like yourself Nina on the
clinic owners’ side is incredibly useful. Let’s talk a little bit more about content. It’s probably easy to identify the mistakes
easiest. What are some of the big mistakes? When you’re browsing a clinic’s website
without naming names, what makes you go, “Oh, they missed it?” NINA: Hey, where to start? The first and key thing is talking about yourself
so much that you missed what the patient is looking
for. When someone goes on to your
website, you have a very limited amount of time to help them find what they need
from you. When I talk about this, I mean there are patients
that know they need help. They’re in pain, and they’re looking for
the right solution that is accessible and that they can trust. Then there’s content that we target patients
who may not realize they could’ve been [inaudible] of it. So when your copy is targeted at those patients
that are already looking for you, for a solution or for help,
and you start by talking about yourself instead of talking about the lifestyle that
you could create for the patient, the solution you could create for the patient,
and how you can help them, that’s one of the first things that makes me cringe because
you need to give them what they want. And if you don’t someone else will. JACK: Sure, makes perfect sense. So I guess you’re referring to the websites
that say, “John Smith is a Physio who studied
at the University of Sydney in 1994 and has 47 Masters Degrees.” What you’re saying is that patients don’t
really care that much. They want to know, “Can you treat my condition? Have you got a solution to
help me achieve my goals?” NINA: Absolutely. JACK: Okay. Now, so what is another problem or mistake
that you see people make on their website with their words? NINA: Another common mistake is using th
You’re not doing a presentation. You’re not showing how awesome, wonderful,
and technical you are. You know that. It’s why you run a clinic. It’s why your patients love
you. You need to get
them in the door in order to be able to help them. That’s what
an effective content does. JACK: I love it. As an example, Nina, I often say to clinic
owners inside our Clinic Mastery Business Academy, “If you’re writing
content that isn’t sparking controversy amongst your colleagues, you’re not probably
doing it right.” For example, we’ve
written a piece. We’ve create a video around tips to help
plantar fasciitis and foot pain. Of course, the health professionals listening
will know that fasciitis is a bit of a no-no word. It brings up connotations of inflammation,
which means everyone knows that the plantar fascia got inflamed. It needs plantar fasciopathy, blah, blah
and blah. So we have people complaining. Physios and Podiatrists are complaining
to us that we were reinforcing negative beliefs around fasciitis. The reality is that we didn’t care what
the physios thought. Patients speak in
language of plantar fasciitis, right? That is a word that is meaningful to patients
and potential clients. So that is the language that we used. Okay, is there anything else
that grinds your gears? When you’re looking at a website, what makes
you cringe? NINA: Not being succinct in your copy, like
rambling on about things that don’t add value. One of the rules that I apply when I write
any copy, is that I look at what I have written and I ask myself is this adding
value? What new, useful information is
this giving to the reader? What message am I getting across? If you can look and see sentences that you’re
just trying to over explain yourself, and it’s really not adding anything new,
cut it out. There’s only so much attention
that will go there. There are only so many lines that they will
read, so you need to get that message as short, and as sharp as
possible to position yourself as the person to go to for the solution. JACK: Okay. So, succinctness and brevity is a bit of an
art form where we all know some professionals are waffling. Have you got any tips for us, Nina, on maybe
editing a piece? So, we’ve written a blog article. Would you suggest keeping our eyes
on the screen and edit as we go? Do we close the laptop and comeback to it
tomorrow? How do we edit? How do we trim ourselves down? NINA: I like to do it the next day. I come back to pieces a few hours later, or
the next the day later, especially if it requires
important pieces that I’ve put a lot of thought into and a part of a very particular
strategy. But what I will do is I would sit
back and I would put myself in a position or the mindset of the person that you’re
trying to target. I am assuming that when you write a piece
of content, you know exactly who you’re targeting because you should. You should know that person inside out. I would go
back and I would start reading through. I would just be looking back and ask myself,
“What value is this adding to this particular person?” I would be looking to change
long waffly sentences to analogies. I find analogies are fantastic for patients,
even the things like describing. You’re
trying to describe the benefits of orthotics for example, or how during that initial
rehabilitation process where you’ve got an injury and you prescribe orthotics. If you
prescribe orthotics, you need to wear them constantly. So instead of trying to talk
about the importance of wearing them constantly, you just go, “Look orthotics are
like glasses. They will work if you’re wearing them and
if you want to get out the benefits from them, you’ve got to wear them.” Just get those analogies in there I found
a really easy way that starts getting those images going for a patient. It creates that story in their mind that helps
them to understand. JACK: Okay. I like it. What if we dial back even a little bit further? You and I have now
inspired the clinic owner to begin the content marketing journey. Put ourselves in
their shoes. They sit down to the laptop in the evening
with a glass of red wine and they want to write to people. Staring at a blank Google Document yelling,
“Where do I even start?” How should the clinic owners start writing
a piece of content, let’s say, a blog article? NINA: Okay. This is what I would do. You have to know who you’re writing for. Say,
you want to be writing for a person who got a condition, or a person that you treat
often, you know you treat well, and you get great results—your target market. You
think of those people and you ask yourself, “What are common questions that I get
asked by them when they are present in my cli
my kids be tripping? Should they be experiencing these pains? Take that question
and answer it. That is the perfect way to start your blog. Because I guarantee you, if
you’re getting asked regularly in your clinic, people are thinking it. They’re searching for it online. By being able to write to about it, share
your knowledge, answer their fears and their objections,
there are good, valuable information on it, and to explain how you
offer a solution to that—that is gold. JACK: That is absolute gold. Think of the questions that your clients ask
when they walk through the doors and just answer it
like you are talking to one, an audience of one. You’re writing for an audience of one. You have mentioned there that they
might be searching for it online. Nina, how important is writing for SEO principles? Should we be stuffing keywords into headings
and paragraphs? How do we write to
please Google? I know it’s a big question. NINA: It is. It’s a big question because when most people
who aren’t familiar with SEO think of SEO, they think of words. The reality is so much more. It’s the speed of
all the images on your site, or which device people are looking from this so much. But if we look at keywords and SEO, I’d
say that the main thing you need to know is when Google looks for keywords on a page,
we look for a very certain keyword on one page specifically. A blog is a page. When you’re targeting SEO and keywords on
a page, it is important to know what these keywords are and not overuse
them to a ridiculous extent, but to use them enough so that Google knows that
that’s exactly what you’re talking about. I think this is a common thing that patients
don’t realize. Because often when I go to websites and I
see, say, a list of services and conditions all on one page, while we could have put so
effort into writing it to that page, Google doesn’t know what that page is about. There’s so many different words and
terminologies. We haven’t made it clear. Actually, when people are searching for “heel
pain Melbourne,” or whatever they’re searching for, that page where you talk about
heel pain as well as every other condition won’t come up, because they have
done too much. You haven’t been
specific enough and you’re really not maximizing that. It is very important to help
patients find you. Now, if they’re searching for conditions
the doctor may have told them about, things that they suspect they have, they will
type in “shoulder pain” or “creaky shoulder,” then the location they are at,
solution and treatment, physio or podiatrist in that search tab. You want to be able to actually come up and
rank for that so people can read the content that you spent
all this time writing and putting out. I
think if you don’t try to maximize your SEO, you are missing an opportunity to reach
people. JACK: Okay. I like it. So what you’re saying is think about making
it logical for Google without stuffing it too much. Still your primary audience is your client,
not Google. NINA: Absolutely. So don’t be a robot. Like when you write, just write well. Do the
little tips and tricks like when you put images, make sure that you title your image
appropriately with your keywords. Talk about it naturally, but make it clear
what you’re writing about and who your target
market is. JACK: Got you, finding that sweet spot. I love it. So we have talked about how to
overcome the blank page syndrome. We have talked about what questions to
think about and how to get started. We have talked about the strategy of having
your ideal clients in mind and knowing who your audience is. When someone might be just starting out, or
maybe they’ve been haphazard in the past, Nina, what is your advice for clinic
owners who want to set aside some time to regularly write some content? Do you recommend a number of hours per week
or twice per month? What would say is a great place to start? NINA: Start with your first day. Start with finding a day, blocking out either
that day or half the day, and start writing and producing
content. So, have a plan. Say, you
know what you wanted to do. Do you want to write four blog posts, one
a week? Do
you want to build referral relationships, do you want to write some case studies to
doctors? Know what you want to do even scheduling in
social media as well. Know what you
want to do. Set aside half a day or a full day, and just
spend that day writing it. After
that you’ll know how much content you’ve produced in that day. You’ll know how
much you’ve got on. You’ll know how regularly you need to able
to do it. But I
actually agree with you with setting aside that time is just key. I think there’s so much fear or hesitation
with content marketing and writing content because of this mindset that you’re
not sure if it’s exactly the best way to go
about it. You don’t know exactly what to do or how
to write. People just avoid doing
it. Once you start, it gets so much easier. You’re able to bring that content out there,
the content that you’ve written throughout that night. You’re able to see the results. When we can see the content you’ve written
turn into patients into your clinic – they’re coming
in and they’re like, “I read what you put out
about that hip pain. It really hit home with me. I really want help with this,” — when
we can see the effect of those patients coming in to your clinic, you will set aside
that that time without thinking twice about it. JACK: Yeah, I totally agree. That really resonates with me. We know that whenever
we put out a specific piece of content on a specific condition or presentation, we
know within the next 24-48 hours that we’ll probably make five or ten new client
bookings on the back of that. That becomes really addictive! If you do that every week, you’re going
to get five new clients. Okay, Nina. When
should people use an agency? If people are thinking, “This is too hard
for me. I’d
love someone else to write for me.” What’s the trigger? When should people
consider an agent or someone to help them? NINA: If you’re struggling to produce content
that is converting, if you literally don’t have the time, if you know that it is just
not your strength and it’s not working for you, I would recommend getting in touch, because
a content agency, whether it is us or someone else, they just make it easy. We give you the content that you need
consistently and reliably. You know that your content marketing is being
taken care of. You see the patients
coming into your clinic and it just makes sense. The amount of money you’ve spent
hiring someone to do that versus the amount you get in new patients is so much
less! From a financial perspective which is one
of the biggest hesitations to hiring an agency, one of the biggest objections, I think
that once you actually see the results of those content marketing efforts, it’s
really a no-brainer. We have close to a hundred percent retention
rate for all our clients once we start working with them because they just see the
value and the money. Hiring a content
writer to take good care of it for them. It brings some peace of mind that it’s taken
care of. JACK: I love that. And you’re right. It’s got to have tangible outcomes and ROI. If we
just write pretty words that sound amazing but don’t result in patient bookings,
then we miss the point. So, that’s a fantastic advice. NIna, If people wanted to find
out more about you and what you guys do at Word Prescription—I know you’ve got
a team that help all sorts of different health professionals and clinics—where
should we go? NINA: The best place to start is to check
out our website which is www.wordprescription.com. You can send me an email as well at
[email protected] We’re happy to do a complimentary strategy
sessions to talk about what you need and how we can help you. That’s where you
start. JACK: Perfect. I would highly recommend that you check out
their stuff. Word
Prescription is amazing! I love this chat today, Nina. Thank you so much. We’ll make
sure that all of that is linked up in the show notes. So, listeners, if you’re going for a walk
or driving, you can find those links for Nina’s email address or Word Prescription over in
the show notes. The show notes are at
www.clinicmastery.com/podcast. That’s where you’ll find all of the good
juice over there. You can check out our upcoming events. We have free Grow My Clinic
course for you to do, our you can get in touch. If we can help you any sooner, we
can do that. Nina, thank you so much for joining me today. Listeners, we hope this has been an amazing
episode for you. Make sure you tune
in again really soon. Bye for now. This is the Grow My Clinic Podcast by Clinic
Mastery where we help you deliver amazing client experiences to grow your clinic. [OUTRO MUSIC]

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