Run newspaper ads on days when your office is open and your staff is available to answer the phone.
Responding to direct response dental ads is very often a spontaneous, emotional reaction that has a short sense-of-urgency lifespan. The longer the prospect has to wait to act on that emotion, the more likely it is that the emotion and urgency will fade. As emotion and urgency fade, so does the likelihood that the prospect will call to make an appointment.
If you have office hours on M-Th, then those are the days that make the most sense ... with Monday, Tuesday and Wednesday usually working best. Friday and Saturday are the least likely to produce because there is a two-to-three day lapse before the prospect can reach you. Remember ... time lapse equals loss of emotion and urgency.
Sunday -- because of increased circulation, high readership, and just a one day time lapse -- is worth testing.
Copyright 2007 by Galen Stilson
