7 tips to boost your direct-mail marketing
INSIDE THE PRACTICE
So rather than jumping ship on direct mail so you
can catch the digital wave, consider having a direct-mail
component to your marketing campaign. You’re probably thinking: Ugh. I need a campaign? I get it. It’s not
your forte. But it is essential to grow your practice, and
direct mail is a great place to begin. So, let’s start with
SIMPLE TIPS TO CREATE QUALITY, EFFECTIVE
Don’t start from scratch! Hang on to your junk mail.
Tear out magazine ads. Investigate the competition. Create
what we call a “swipe” file or board. This is where you
store your inspiration. Like what AT&T is doing? Copy it!
Take advantage of the brains and budgets of large company
campaigns. Creating a piece from something that already
exists is so much easier than starting from scratch.
State the known value. If you’re giving away a car
or an iPad, it has a known value, but if you are talking
about a dental service, product, or other item, be sure to
make the value known.
Include an understandable discount. This is key;
it’s what could push your audience to take action. Wheth-er it’s “first exam at no charge” or “50% off for the first
seven who respond,” either option is fine to use in marketing offers. Test both to see which works best for you.
And don’t overcomplicate it. Be extremely clear about
the benefit your patients will receive.
Include the reason for the offer. Readers want to
know why you’re offering what you’re offering. It pro-
vides peace of mind and acceptance.
Put an end to it. Some people put things off because
they have to think about it, research more about it, etc.
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So, place a concrete deadline on the offer to take ac-
tion. For example, “This week only!” or “Offer expires on
December 31st!” This motivates people to respond
Have a strong call to action. I’ve seen some great of-fers . . . that have no call to action! You have to tell your audience how to respond. For example, “Call this number”
or “Go to www.yourdentalpracticehere.com.”
Create a strong guarantee. This reassures people
about why they are responding to your offer. Restate the
benefit(s) they are receiving. “100% patient satisfac-
tion” and “money-back guarantee” are both powerful
reassurances for anyone who might be skeptical.
The best part is that these tips can be applied to other
forms of advertising and marketing as well.
Now that you have the basics down, you need to
consider the next steps:
1. With any kind of marketing, be sure to track each piece
with a specific phone number, ad code, or website
landing page, so you know which marketing piece
people are responding to.
2. Make sure the people who answer the phones know
how to transition a potential new-patient call into an
appointment so that your marketing efforts aren’t
wasted. If your team isn’t properly trained, it’s like
fumbling on the five-yard line. The end result is the
same—a lost opportunity.
Author’s note: Are your marketing efforts falling flat?
Come see us at the Ultimate New Patient Attraction
Event: the Best Marketing Seminar Ever in October in
Atlanta, Georgia, where you will learn some of the most
effective marketing strategies in all media avenues to use
in your practice.
1. Ultimate guide to 2016 online & direct marketing statistics. The
Ballantine Corporation website. https://www.ballantine.com/
ultimate-guide-2016-marketing-statistics/. Published September
30, 2016. Accessed June 12, 2017.
WHAT’S THE FIRST THING YOU DO when you get home from work? If you’re
like me, you grab that pile of mail sitting on the counter and start shuffling . . . every
single piece of it. E-mails? They can wait. Mail? Must go through it. I don’t know if
it’s habit, but apparently I’m not alone. Last year, despite the digital marketing
explosion, direct mail was found to have higher response rates than online
advertising. 1 Go figure.