The use of 2-step marketing to boom your practice. Something about the effectiveness of postcard marketing you’d give your “eye tooth” to know about
Do it Right.
I receive postcards all the time. The other day I received a postcard trying to sell me some kind of dental exam. It had teeny, tiny lettering slathered all over the front and a large portion of the back of the card.
It was extremely hard to read, so hard in fact, that I threw it away.
Several days later I received a different postcard with 32 words on it telling me that I could have a one-month supply free of a new teeth-whitening product with purchase of a 3 month supply by calling the 800 number on the card.
I did call. I got the information, had my questions answered and ended up making an appointment to get my teeth cleaned and got signed up for the teeth whitening product.
The company who offered me the teeth-whitening product was using a time-tested 2-step selling process:
Step 1. Generate a lead – They got me to call their phone number.
Step 2. Provide the requested information – the information was provided to me on the phone by one of their sales representatives, who was able to answer my questions and make me feel confident that I could save quite a bit of money on a new teeth-whitening product that would make me look gorgeous.
What’s So Good About 2 Steps?
It is much easier to create interest (a lead) than it is to get a person through an entire buying process (a sale).
You aren’t getting the prospect or existing customer to part with any money just yet.
You can use postcards to inexpensively promote to your target prospective patients and even your existing patients and generate leads (inquiries about your products and services) to then be followed up on and converted to appointments and/or sales.
This 2-step process also helps you to create a list of people who were interested enough in what you offered to contact you.
You can then re-contact the ones who you didn’t make an appointment for or complete a sale with when they first inquired, preferably until they do buy from you.
IMPORTANT: Be sure to get the information you will need to recontact the people who responded to your postcard offering.
Repetitive follow-ups with the people who contacted you will result in increased appointments/sales. Make it a company policy to follow up with those people who contacted you about your products and services.
The Most Effective Use of Postcards:
The purpose of your postcard’s message is to generate a sufficient level of interest in the mind of your prospective patient to get him/her to contact you to ask about your offer.
You are generating interest, not collecting their money (not yet anyway). That is what the 2-step marketing process is about: generating interested prospects and customers who contact you for more information.
Your message needs 3 parts to be most effective:
2. A good reason for them to contact you NOW.
3. A simple, easy way for them to respond (an 800 number for example).
Your message should be short and to the point. Short messages on postcards produce more leads than long ones.
Call 800-555-1212 for Your Copy of Our Free Report:
What 99% of Dentists Don’t Know and Will Never Find Out About Using Postcards to Explode Their Profits
Offer ends 5-5-06 (Print a date 3 weeks from your mailing date to create some urgency)
Lots of people will respond to find out what they might not know. Don’t forget, they responded, which is least some interest in and curiosity about the information you’re promoting.
This method works and is sure to produce a large number of inquiries, if sent to your proper market.
This 2 Step Marketing Process Works.
Use the tips you have just read to create your next postcard’s message and see what happens.
You will generate a bunch of leads from people who are truly interested in your dental products and services.
Using a powerful, simple, extremely cost effective way of communicating with customers has earned Joy Gendusa Inc Magazine’s recognition as the owner of the nation’s fastest growing direct mail postcard-marketing firm with year 2006 revenues estimated at $17,000,000. Gendusa began in 1998 with zero investment capital. Today, her Clearwater, FL firm called PostcardMania, employs 140 people and prints 4 million and mails 2 million postcards representing over 350 business, finance and industrial clients each week. Visit www.postcardmania.com
Karla Jo Helms/VP PR PostcardMania