Ditch The Textbook Speak…And Just Be Human!
That’s right, all those years of learning technical industry terms that yes, are useful when speaking to other doctors and lawyers but not so much when communicating with patients and clients.
Speaking or writing that way to a client or patient doesn’t make them feel warm and fuzzy inside, nor does it help them understand how you as a professional can help them. To them it’s med-speak and legalese that might as well be a foreign language.
Blah, blah, blah….boring
I see it everyday…doctors and lawyers struggling to communicate their message to the masses. The words they use lack personality. There is just no emotion. They think creating ads that show bookcases behind them stirs some type of deep down need for a patient or client to trust them.
If you’re a lawyer or doctor I recommend you immediately toss the bookcase photos and just be real. Loosen the ties and come across as “down to earth”. Sure you spent years crafting your trade to be the best…unfortunately, somewhere you lost the ability to speak and write clearly to the exact people that were paying you to help them.
That’s where I come in. You see I take their industry words and rewrite them to make sense to the average “Joe”. Instead of the boring and somewhat overly technical medical and legalese jargon used by surgeons and teams of attorneys…what I help them with is a piece that makes perfect sense to all readers.
Look, I said this before and I’ll say it again…unless you’re a Vulcan with no emotion who doesn’t know how to show off their human side then get someone else to write for you. The use of logic and confusing terminology can have readers confused and heading for answers else where.
That’s right. If you have difficulty expressing your emotions then don’t attempt to write your blogs, articles or books. I say this with the deepest respect for what you do. Not everyone is a writer. Oh, but you like to write, you say. Well, that’s great. But do your patients and clients like what you write? Therein lies the rub.
Yes, you might have been trained to write legal documents or medical billings but you weren’t trained on storytelling, writing in a conversational style or translating human emotion to make the reader feel like they are part of the article. Nope, your job is to save or defend lives.
Believe me, over the last few years I’ve taken subjects that might sound super boring and made them interesting to the readers.
Subjects such as…
- Vertical Sleeve Gastrectomy
- Augmented Reality
- FDA Approved Weight Loss Gadgets
- Fighting Back Against Lawsuits & Insurance Claims
- Reality TV
- Wild Animals and Lawsuits
- Staying Hydrated
- Frivolous & Vexatious Claims
- Creating a Foundation
- Distracted Driving
- Vitamins after Surgery
- Automobile Accidents
- Gurgling Sounds
- Space Heaters
- Building Trust using Social Media
- Bully Tactics
- Medical Tourism
- Determining Compensation
- Investigating Your Story
- Legal Answers After A Collision
- Misconceptions About Surgery
- Trains, Trailers & Dash Cams
- Getting to The Truth
- Why Your Insurance Doesn’t Cover…
- Selecting The Right Attorney
- 10 Tips To Achieving Your Weight Loss Goals
- Pajamas in the Courtroom
- Eating & The Holidays
- Hot Toys…the ones that catch on fire HOT!
- Overcoming Adult Obesity
- Playing the “wait & see” Insurance Game.
- Being Treated (the care you receive)
- Violence In The Workplace
- Fruit Sugars and Fiber
- Using Video
- Living The Dream
- and many more.
Each article, blog post, or book is designed to sound like the lawyer or doctor but in a toned down conversation style that makes the reader feel calm, non-intimidated and felling a sense of trust that the writer has authority and credibility. It’s not about showing off on how many big words you know or how smart you seem…it’s about engaging with your audience and getting them to trust you.
Yep, it’s all about trust.
You see doctors and lawyers are put up on a pedestal and most people feel that beyond the scope of the case or treatment these professionals are not like them. They are not friends. They are people called upon for their knowledge. Yet, if these doctors and lawyers knew the power that trust based relationship marketing had they would be busier than ever.
That’s right. The more a client or patient can trust you the more they are willing to refer you to their friends and family. Although the reverse happens when they have no reason to trust you…no referrals and your business tanks.
Having someone else craft your message month after month allows you to focus on what you’re really good at…saving and defending lives.
Why spend hours trying to come up with the right words or phrases writing a blog or a book?
Why pull your hair out stressing over subjects?
Why be that person who struggles with emotional storytelling?
The more you can be that friend, that trusted someone…the more the patient or client will feel connected to you and want to refer more business to you. So why not hire someone that can make you feel like a friend and not an unemotional alien from another planet.