Why?
Because after opening the envelope the recipient looks first for a letter. If there is one, the recipient will scan the first page from top to bottom looking for highlighted (important) copy. He will do that for each page of the letter. Then he'll check out who signed the letter and he'll read the postscript before moving back to the beginning of the letter (if you've sparked his interest). It is only then that he moves on to other enclosures.
Because a letter is usually perceived as one-on-one, me-to-you communication (even when mass produced), it gives you an opportunity to make a connection with the reader than your brochure or other enclosure doesn't. And that increases your chances of getting a response.
There have been numerous tests that show letters increase response. I'm not aware of one where it decreased response.
What if a prospect simply requests a practice brochure? Isn't it okay to send out just the brochure?
Not if you want to maximize your opportunity
to turn that prospect into a patient.
to turn that prospect into a patient.
The brochure should, at a minimum, be accompanied by a thank-you-for-requesting-our-brochure letter. And if you really really want to maximize your opportunity, you would include that standard thank you letter (that spells out some of the important benefits of using your practice) AND a short, personal, handwritten note. That note might simply say ...
Hi, {Name} ... Thanks for requesting our brochure.
If it doesn't answer all of your questions, please
don't hesitate to call. I look forward to meeting you.
If it doesn't answer all of your questions, please
don't hesitate to call. I look forward to meeting you.
{Your Name}
It pays to include a letter.
Copyright 2007 by Galen Stilson
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