You know, the number one reason (after proximity) people choose one dentist over another is resonance and connection.

Go onto any dentist's website, however, and you'll see most of them don't use these elements at all. They are wary of looking "unprofessional." The way they communicate with their patients face-to-face isn’t anything like how they communicate in their flyers, postcards and newsletters.

One of the big points Shaune made about using resonance and connection in copy is how to discriminate between what will help and w

The revisions didn't come from the client -they came from the dental advisory board in Winnipeg. Nice people, tough guidelines.

I’ve read that the guidelines are less strict than they used to be since one ad agency took the advisory board’s restrictions on advertising to the Supreme Court of Canada. It was decreed that indeed certain guidelines were violating freedom of speech.

Like most censorship, it's not about what the general public wants, but what a few select people determine. In this case, other dentists who don't like their colleagues competing with intelligent marketing.

I tried to follow the pamphlet they sent me as best I could. Nonetheless, they still ended up requesting over 40 changes. A few points I agreed with. Others... well, here's an example:

"Mercury Free Fillings - We only use safe, white fillings that match the colour of your teeth."

They told me I couldn't use the word "safe."

So I asked, but aren't white fillings safe?

They said, yes. But by using the word "safe" I'm implying that mercury isn't safe.

In the privacy of my mind I retorted, "Actually… mercury is one of the deadliest substances on the planet. One drop can turn a spring-fed lake into poison."

But I wanted to stay on their good side, so I took out the word "safe." After all, I'm sure the gentleman I was speaking with didn't make up the rules.

The restrictions are against anything subjective, based on opinion, congratulatory or that attempt to make the dentist appear unique (I thought everybody was unique and special?).

In other words: No testimonials, no USP, and no personal opinion.

In even more truthful words: Nothing that might ruffle the competition.

Now, for many copywriters this might mean resorting to bland, informative, editorial copy. Without the standard array of copywriting strategies to rely on, how could you move someone to buy?

Fortunately, I'd spent 12 weeks in Shaune Clarke's Coaching Program learning how to weave indirect-persuasion, resonance and connection into my copy.

These elements, more often than not, withstood the advisory board’s editorial x-ray like gaze. There was hardly any wiggling, drilling or extraction. How could they, when you are selling without making claims?

You know, the number one reason (after proximity) people choose one dentist over another is resonance and connection.

Go onto any dentist's website, however, and you'll see most of them don't use these elements at all. They are wary of looking "unprofessional." The way they communicate with their patients face-to-face isn’t anything like how they communicate in their flyers, postcards and newsletters.

One of the big points Shaune made about using resonance and connection in copy is how to discriminate between what will help and wh

I tried to follow the pamphlet they sent me as best I could. Nonetheless, they still ended up requesting over 40 changes. A few points I agreed with. Others... well, here's an example:

"Mercury Free Fillings - We only use safe, white fillings that match the colour of your teeth."

They told me I couldn't use the word "safe."

So I asked, but aren't white fillings safe?

They said, yes. But by using the word "safe" I'm implying that mercury isn't safe.

In the privacy of my mind I retorted, "Actually… mercury is one of the deadliest substances on the planet. One drop can turn a spring-fed lake into poison."

But I wanted to stay on their good side, so I took out the word "safe." After all, I'm sure the gentleman I was speaking with didn't make up the rules.

The restrictions are against anything subjective, based on opinion, congratulatory or that attempt to make the dentist appear unique (I thought everybody was unique and special?).

In other words: No testimonials, no USP, and no personal opinion.

In even more truthful words: Nothing that might ruffle the competition.

Now, for many copywriters this might mean resorting to bland, informative, editorial copy. Without the standard array of copywriting strategies to rely on, how could you move someone to buy?

Fortunately, I'd spent 12 weeks in Shaune Clarke's Coaching Program learning how to weave indirect-persuasion, resonance and connection into my copy.

These elements, more often than not, withstood the advisory board’s editorial x-ray like gaze. There was hardly any wiggling, drilling or extraction. How could they, when you are selling without making claims?

You know, the number one reason (after proximity) people choose one dentist over another is resonance and connection.

Go onto any dentist's website, however, and you'll see most of them don't use these elements at all. They are wary of looking "unprofessional." The way they communicate with their patients face-to-face isn’t anything like how they communicate in their flyers, postcards and newsletters.

One of the big points Shaune made about using resonance and connection in copy is how to discriminate between what will help and w

In the privacy of my mind I retorted, "Actually… mercury is one of the deadliest substances on the planet. One drop can turn a spring-fed lake into poison."

But I wanted to stay on their good side, so I took out the word "safe." After all, I'm sure the gentleman I was speaking with didn't make up the rules.

The restrictions are against anything subjective, based on opinion, congratulatory or that attempt to make the dentist appear unique (I thought everybody was unique and special?).

In other words: No testimonials, no USP, and no personal opinion.

In even more truthful words: Nothing that might ruffle the competition.

Now, for many copywriters this might mean resorting to bland, informative, editorial copy. Without the standard array of copywriting strategies to rely on, how could you move someone to buy?

Fortunately, I'd spent 12 weeks in Shaune Clarke's Coaching Program learning how to weave indirect-persuasion, resonance and connection into my copy.

These elements, more often than not, withstood the advisory board’s editorial x-ray like gaze. There was hardly any wiggling, drilling or extraction. How could they, when you are selling without making claims?

You know, the number one reason (after proximity) people choose one dentist over another is resonance and connection.

Go onto any dentist's website, however, and you'll see most of them don't use these elements at all. They are wary of looking "unprofessional." The way they communicate with their patients face-to-face isn’t anything like how they communicate in their flyers, postcards and newsletters.

One of the big points Shaune made about using resonance and connection in copy is how to discriminate between what will help and w

Now, for many copywriters this might mean resorting to bland, informative, editorial copy. Without the standard array of copywriting strategies to rely on, how could you move someone to buy?

Fortunately, I'd spent 12 weeks in Shaune Clarke's Coaching Program learning how to weave indirect-persuasion, resonance and connection into my copy.

These elements, more often than not, withstood the advisory board’s editorial x-ray like gaze. There was hardly any wiggling, drilling or extraction. How could they, when you are selling without making claims?

You know, the number one reason (after proximity) people choose one dentist over another is resonance and connection.

Go onto any dentist's website, however, and you'll see most of them don't use these elements at all. They are wary of looking "unprofessional." The way they communicate with their patients face-to-face isn’t anything like how they communicate in their flyers, postcards and newsletters.

One of the big points Shaune made about using resonance and connection in copy is how to discriminate between what will help and w

You know, the number one reason (after proximity) people choose one dentist over another is resonance and connection.

Go onto any dentist's website, however, and you'll see most of them don't use these elements at all. They are wary of looking "unprofessional." The way they communicate with their patients face-to-face isn’t anything like how they communicate in their flyers, postcards and newsletters.

One of the big points Shaune made about using resonance and connection in copy is how to discriminate between what will help and what will hinder the sale. After doing the exercises he put together to help us learn this, I now feel confident making those calls. Plus, he showed us safety guards to avoid making any big mistakes (little mistakes are part of life - don't worry).