How to Sell $2,500 Dental Implants to Your Exact Audience Without the Hassles of Building an E-mail List
Part III (continued from page 2)
DON’T: Have bland titles like:
- “Dental implants”
- “About Our Dental Implants”
- “Full Mouth Implants”
DO: Have exciting titles like:
- “What You Need to Know About Dental Implants Before Stepping Foot Into Your Dentist’s Office.”
- “What They Don’t Tell You About Dental Implants And Why You Should Care.”
- “New Innovations in Dental Implants That Your Dentist Probably Doesn’t Even Know.”
As you can see, your blog post must be written in a way that moves people closer to actually getting an implant. It is important to know what your audience wants to learn and know about. And it’s important to understand that this is just the first phase of your sales process.
Step 2. Pixel Your Audience
This step is crucial because if you try to sell a high cost product (such as dental implants) to a cold audience, you will spend a ridiculous amount of money in the process. And you will, in fact, end up with nothing.
So, what does this mean… “Pixel Your Audience”?
It means gathering data about your audience. Facebook uses Javas Script code to track page views. They call this code a “pixel.” All you need to know is that a Facebook Pixel is some computer code that is used to track user data.
“Someone visits your website, but they don’t book an appointment, sign up for your mailing list, or anything else. Cookies from your site are placed on their browser, so when they leave your site, they see advertisements for your business other places on the web.”
Why this is important to you?
This code or pixel is placed on your website. Don’t worry about where or how. More about that later. The important thing to remember is that every time someone comes to your website, Facebook knows about it and, by extension, you know about it.
Can you see the advantage if you knew everyone that came to your website? Don’t you think it would be a lot easier to get someone to buy your dental implant services if they read an article on your website about dental implants?
Well, with the Facebook Pixel, you can do exactly that. Let’s look at two scenarios:
Typical Scenario: You send out flyers or create Facebook ads to your audience.
Who’s your audience?
You would probably say something like:
- “People who have bad teeth.”
- “People over the age of 55.”
- “People who are interested in dental implants.”
How do you find those people?
- If you went after “Everyone,” you would waste your money. Children probably don’t need dental implants. So, that’s a waste of money.
- There’s no demographic for people who have “bad teeth,” so no dice there.
- You can find people over the age of 55, but you’re no better off than with “Everyone.”
- The most ideal audience from our list is… “People who are interested in dental implants.”
Again, there is no demographic for that. You could buy hundreds of lists or get someone to build a list for you, but you still won’t find people “who are interested in dental implants.”
And if you did buy a list like that, it would be useless because…
- These people don’t know you
- The list is old
- Your competitors have the same list
- Bad leads
So, the million-dollar question here is: How do you find “People who are interested in dental implants”?
Well, one way is to write dozens of articles on your website and “hope” someone passes by and makes an inquiry.
This usually doesn’t work well for local dentists.
And it doesn’t work well for a lot of other businesses, either!
So, as you can see, with the Facebook Pixel, you can pinpoint your exact audience. You now know all the people who are interested in dental implants because they read an article about dental implants.
To avoid burdening you with all the technical stuff, just know that Facebook with its pixel on your website has compiled an audience people who have read your article.
Now, let’s move to the third and final step of this process…
Step 3. Sell Directly to That Core Audience
Once you have a list of about 100 or more people in the audience you built up by using the Facebook Pixel, you can then start hitting them with real ads with real offers.
These people will be much more receptive to your ad than if you just advertised to them directly. You now have a warm audience as opposed to a cold audience.
And once these people respond to your ad, you can also re-target the people who took “no-action” by repeating Step 2.
It’s important to remember that selling high-valued services such as dental implants takes a few steps. You can’t just bang people over the head with all sorts of offers–even if they are heavily discounted. You need to go through this 3-step process in order to find your exact audience.
In Step 1, you are casting a wide net to see who is interested in your services. This is a lot like sending out postcards and running ads in magazines and newspapers—in terms of casting a wide net.
But this is where the similarity ends!
What’s different is that you are merely educating people and NOT selling them right away. You are just trying to see who is interested (or needs) dental implants.
In Step 2, you let Facebook do all the work. Once you have the system set up, Facebook does all the tabulating for you. It will compile an audience for which you can created highly targeted ads.
Finally, in Step 3, you can now deliver ads that sell your services to your curated audience. This audience will be much more receptive to your promotions and offers. And it will be a lot cheaper.
Ash Waechter is a direct response copywriter who helps small businesses sell more products and services online. He also writes SEO copy for attracting readers from around the web.