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Actual for You - 6 Facts About Postcards That You Can Use to Grow Your Dental Practice
The benefits of conducting checks into the background of potential employees, tenants, or any number of other personal associates are innumerable, and immense, especially when compared with the cost. Financially, this can save thousands in stolen goods, or damaged property, but it can also prevent a company losing face due to a single problem employee, or keep the property value high by not renting to drug dealers.It is safe to say that misinformation is easy enough to distribute when applying for a job, or renting office space. Truth is one thing that an employer can never get enough of when it comes to hiring people, and one thing a Landlord can never get enough of when it comes to potential tenants.The danger isn't only criminal, though. For a landowner, the financial records of a perspective tenant can tell quite a bit. If they have exceptionally good credit history, or exceptionally bad, the landlord can gauge how much he trusts this persons ability to pay. An accountant who has a history of passing bad checks, or
There is a lot of behind-the-scenes work that goes into getting your postcard done right. If they mess up the printing, if they don’t get your mailing out on deadline, etc. – doing it dirt cheap might not mean getting the quality service you need or want.
4) Although most people, if surveyed,
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In marketing to your potential patients I want you to understand some key direct mail marketing essentials that will help you to acquire new patients effectively:
1) A postcard is better than something in an envelope.
For many reasons, the main one being, with an envelope you can’t make your potential patient see your message.
People are fast. We see and read very quickly – actually much more quickly than we even realize. Think about yourself – how fast do you go through your mail and process out what you want to keep and what you don’t want to keep? Pretty fast. It takes fractions of seconds to go through and process in your mind “bill, bill, advertisement, bill, advertisement, letter…” And it also takes fractions of seconds to decide whether you are even going to bother giving more attention to the pieces that you designated as advertisements.
With a postcard, even if they throw it away, they already saw your message regardless of whether they think they did or not. They saw it enough to either throw it away or keep it or respond to it.
And if they tossed it, the next time they get that same postcard in the mail, they'll see it again - as they throw it in the trash, again.
Let’s face it - junk mail gets thrown away. And postcards are junk mail just like other advertisements you get in the mail.
Although they may be junk mail, postcards get read no matter what – even if thrown away without reading them, they get seen. It’s like the phoenix rising up from the ashes. And the truth is, one day a wife or mother is going to sift through her mail as quickly as always and see your postcard (again) and remember it is time to start little Johnny going to the dentist - and you know what? She'd rather send him to someone that specializes in kids rather then her dentist. And besides that, your office is closer to Johnny's preschool while her's is all the way across town near the house she grew up in. So she calls. Or, perhaps she will put it up on the refrigerator to remind her to call you when she is ready.
2) If you are not doing repeat mail with your postcards you are flushing your money down the toilet.
Repeat mailings cannot be repeated enough. DO REPEAT MAILINGS! DO REPEAT MAILINGS! DO REPEAT MAILINGS! A one-shot-in-the-dark postcard mailing is not going to change your practice, your bottom line, your life or your anything.
The long and the short of it is, if you are not up to confronting that you need to do a campaign then don’t bother being in practice. Sorry if I sound a bit harsh!
And the plus point is that people start to really believe you exist when they see your postcard over and over in the mail. It communicates credibility and gives people the idea that you are established and not going to go away. Some people may respond right away – a lot of people do not. They want to “see” if you are a one-shot in the dark kind of dentist or not. Think about all the mail you receive at home and think about the companies that hit you again and again. In your own mind, I'll bet those companies are more real and more credible then some company you received just one piece of mail from.
3) The best price is not best necessarily the best postcard.
The cheapest is not necessarily the best. The old adage “you get what you pay for” applies here. I know that goes for dentistry as well. You are not going to get the top cosmetic dental surgeon for rock-bottom prices. I am not saying that one cannot get good dental work done for a reasonable cost; all I am saying is that cheaper is not always better. When you are looking for a good postcard company, get whatever potential Postcard Company you interview to send you samples. Make sure the postcard is a very good-quality, stiff card that catches your attention. Get them to give you customer references. Call those references and find out what they think of that company’s service, product, etc.
There is a lot of behind-the-scenes work that goes into getting your postcard done right. If they mess up the printing, if they don’t get your mailing out on deadline, etc. – doing it dirt cheap might not mean getting the quality service you need or want.
4) Although most people, if surveyed, s
Although there are real, external reasons for managerial difficulty – including massive reorganization after takeovers and the realities of discrimination due to age, sex, and race – managers fail most often for reasons they themselves create.These reasons include ignoring the application of emotional intelligence, failure to recognize individual motivation to be effective, and a failure to adapt to change and rebound from setbacks. With only slight modifications, the context of the following remedies can be changed to any executive function.Excessive Narcissism and Self-InterestIndividuals with an excessive need for positive feedback and a preoccupation with themselves quickly alienate colleagues, supervisors, and subordinates. Others with strong narcissistic needs may require the enthusiasm and idealization of others. If you fall into this category, you may try the following:• Reframe statements about personal glory and accomplishment as if they are organizational accomplishments.• Use the wor
With a postcard, even if they throw it away, they already saw your message regardless of whether they think they did or not. They saw it enough to either throw it away or keep it or respond to it.
And if they tossed it, the next time they get that same postcard in the mail, they'll see it again - as they throw it in the trash, again.
Let’s face it - junk mail gets thrown away. And postcards are junk mail just like other advertisements you get in the mail.
Although they may be junk mail, postcards get read no matter what – even if thrown away without reading them, they get seen. It’s like the phoenix rising up from the ashes. And the truth is, one day a wife or mother is going to sift through her mail as quickly as always and see your postcard (again) and remember it is time to start little Johnny going to the dentist - and you know what? She'd rather send him to someone that specializes in kids rather then her dentist. And besides that, your office is closer to Johnny's preschool while her's is all the way across town near the house she grew up in. So she calls. Or, perhaps she will put it up on the refrigerator to remind her to call you when she is ready.
2) If you are not doing repeat mail with your postcards you are flushing your money down the toilet.
Repeat mailings cannot be repeated enough. DO REPEAT MAILINGS! DO REPEAT MAILINGS! DO REPEAT MAILINGS! A one-shot-in-the-dark postcard mailing is not going to change your practice, your bottom line, your life or your anything.
The long and the short of it is, if you are not up to confronting that you need to do a campaign then don’t bother being in practice. Sorry if I sound a bit harsh!
And the plus point is that people start to really believe you exist when they see your postcard over and over in the mail. It communicates credibility and gives people the idea that you are established and not going to go away. Some people may respond right away – a lot of people do not. They want to “see” if you are a one-shot in the dark kind of dentist or not. Think about all the mail you receive at home and think about the companies that hit you again and again. In your own mind, I'll bet those companies are more real and more credible then some company you received just one piece of mail from.
3) The best price is not best necessarily the best postcard.
The cheapest is not necessarily the best. The old adage “you get what you pay for” applies here. I know that goes for dentistry as well. You are not going to get the top cosmetic dental surgeon for rock-bottom prices. I am not saying that one cannot get good dental work done for a reasonable cost; all I am saying is that cheaper is not always better. When you are looking for a good postcard company, get whatever potential Postcard Company you interview to send you samples. Make sure the postcard is a very good-quality, stiff card that catches your attention. Get them to give you customer references. Call those references and find out what they think of that company’s service, product, etc.
There is a lot of behind-the-scenes work that goes into getting your postcard done right. If they mess up the printing, if they don’t get your mailing out on deadline, etc. – doing it dirt cheap might not mean getting the quality service you need or want.
4) Although most people, if surveyed,
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2) If you are not doing repeat mail with your postcards you are flushing your money down the toilet.
Repeat mailings cannot be repeated enough. DO REPEAT MAILINGS! DO REPEAT MAILINGS! DO REPEAT MAILINGS! A one-shot-in-the-dark postcard mailing is not going to change your practice, your bottom line, your life or your anything.
The long and the short of it is, if you are not up to confronting that you need to do a campaign then don’t bother being in practice. Sorry if I sound a bit harsh!
And the plus point is that people start to really believe you exist when they see your postcard over and over in the mail. It communicates credibility and gives people the idea that you are established and not going to go away. Some people may respond right away – a lot of people do not. They want to “see” if you are a one-shot in the dark kind of dentist or not. Think about all the mail you receive at home and think about the companies that hit you again and again. In your own mind, I'll bet those companies are more real and more credible then some company you received just one piece of mail from.
3) The best price is not best necessarily the best postcard.
The cheapest is not necessarily the best. The old adage “you get what you pay for” applies here. I know that goes for dentistry as well. You are not going to get the top cosmetic dental surgeon for rock-bottom prices. I am not saying that one cannot get good dental work done for a reasonable cost; all I am saying is that cheaper is not always better. When you are looking for a good postcard company, get whatever potential Postcard Company you interview to send you samples. Make sure the postcard is a very good-quality, stiff card that catches your attention. Get them to give you customer references. Call those references and find out what they think of that company’s service, product, etc.
There is a lot of behind-the-scenes work that goes into getting your postcard done right. If they mess up the printing, if they don’t get your mailing out on deadline, etc. – doing it dirt cheap might not mean getting the quality service you need or want.
4) Although most people, if surveyed,
1. Hire people who have a service attitude. Some people
simply enjoy serving others, their organizations, and even
their communities. The spirit of service dominates their
personality. This attitude of service has nothing to do with
money or background, and people who have this attitude
are not necessarily the most outgoing or bubbly. This type of
person will move your business forward. These people
make the best salespeople as well.2. Make the customer's time with you an experience. You
have but a few short moments with customers. You don't
have time to complain about your day or anything else. Ask
yourself, "How can I make their experience better?" Can I
refer to them by name and how can I ask without being too
aggressive? How can I control the environment in this
company? How am I affecting their 5 senses? Exceed their
expectations just a little with their senses and with your
attitude to serve and please, and you will have created a
memorable and compelling experience. Of course, all you
And the plus point is that people start to really believe you exist when they see your postcard over and over in the mail. It communicates credibility and gives people the idea that you are established and not going to go away. Some people may respond right away – a lot of people do not. They want to “see” if you are a one-shot in the dark kind of dentist or not. Think about all the mail you receive at home and think about the companies that hit you again and again. In your own mind, I'll bet those companies are more real and more credible then some company you received just one piece of mail from.
3) The best price is not best necessarily the best postcard.
The cheapest is not necessarily the best. The old adage “you get what you pay for” applies here. I know that goes for dentistry as well. You are not going to get the top cosmetic dental surgeon for rock-bottom prices. I am not saying that one cannot get good dental work done for a reasonable cost; all I am saying is that cheaper is not always better. When you are looking for a good postcard company, get whatever potential Postcard Company you interview to send you samples. Make sure the postcard is a very good-quality, stiff card that catches your attention. Get them to give you customer references. Call those references and find out what they think of that company’s service, product, etc.
There is a lot of behind-the-scenes work that goes into getting your postcard done right. If they mess up the printing, if they don’t get your mailing out on deadline, etc. – doing it dirt cheap might not mean getting the quality service you need or want.
4) Although most people, if surveyed,
The quote – though originally badly misspelled – is from Meriwether Lewis, upon finally seeing the Pacific Ocean. Through a long and twisty branch of our family tree, I get to claim this brave explorer as a relative.What do we have in common? Frankly – not a whole lot. Captain Lewis was unbelievably brave to set out to explore the western two-thirds of our nation. I thought I was pretty brave last month to take off alone for San Francisco for a Klemmer & Associates seminar. Lewis was appointed the governor of the Louisiana Territory. Me – I share the governorship of our home with my wonderful husband of seventeen years.But I have done something pretty brave. I started a business of my own. After becoming essentially unemployable, because I’m not willing to grovel for a day off to take care of sick kids, to eat lunch at a time specified by a boss, or to work like crazy… for someone else – I went looking for a better way to contribute to our family financially.Yes. I know about the statistic that says one-third of
There is a lot of behind-the-scenes work that goes into getting your postcard done right. If they mess up the printing, if they don’t get your mailing out on deadline, etc. – doing it dirt cheap might not mean getting the quality service you need or want.
4) Although most people, if surveyed, say they like full color on both sides, the truth is black on white on the back of the postcard gets a better response.
Why? Because full-color on both sides can be confusing. When people have the option of color on the back they tend to go a little nuts with the design to the point where the recipient doesn't know where to look first and the message gets completely lost. On the other hand, if you have an aesthetic front - with a great headline - the recipient will just want to turn that postcard over. And that's where your main message is, your call to action, your offer, and your contact information.
Example:
Did YOU Notice this Postcard?
Your Customers Will Notice Yours Too! 5000 Full Color
Super-glossy
Postcards
for only
$389
Look at it from the customer viewpoint – really look at it from their viewpoint and you can see what I mean by eye trail.
5) You should promote only one thing at a time on your postcard.
Even if you sell lots of different dental products and services, you only promote one of them. It is okay to mention more of the more popular services you offer on the back of the postcard bullet pointed. But your main focus on the front of your postcard needs to be one product, service, item, what-have-you – just one thing.
Let’s say in your dental practice your biggest money maker that most people need and want is this new teeth-whitening product. But you also do implants, dentures, and root canals in addition to your regular cleanings, crowns and fillings. Your postcard should only talk about one thing. Ok, so promote your newest teeth-whitening product to attract interest. It is not that people who are looking for teeth whitening products are not also looking for someone to do their regular dental cleanings – it’s just too much information on the front of postcard.
The purpose of a postcard is to generate enough interest so that the recipient calls. You can put on the back as just a mention: “We are a full-service dentistry practice.”
But on the front – one item! ONE ITEM!
You can get my drift if you look at it from another industry altogether. If a company sells hot tubs, above-ground pools and jungle gyms, they need to pick the one that gives them the most income and make their postcard about that. Don't forget, your recipient is going through their mail rapidly. A postcard with several messages and/or images will get discarded without the person even noticing what is being advertised. Keep it simple. Do you really go over every dental product and service you have with every patient that walks in the door? Or do you tailor your educative “spiel” to what they actually need that will get them the results they need or want? So the same goes for marketing.
Now I saved the best for last…
6) A person could grow a business with no other marketing media.
With postcards alone, one could take a company from zero to millions in revenue. How do I know? Because I did it.
We mailed postcards every single week, and the more postcards we mailed out, the more we grew. (We still mail out postcards every week to the tune of 86,000 postcards per week now.) Yes, it is good to diversify and as we grew and became more successful and had more money to try other media, we did. Some we kept and some we nixed. Postcards are a staple that works no matter what.
These six points of postcard marketing data are proven techniques will get you results with new patients while at the same time staying faithful to the time
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