It's not uncommon for dentists to use their practice brochure as a mailing piece. There's nothing wrong with that UNLESS you mail it solo ... alone ... all by itself.
In over 20 years of direct response experience, I'm not aware of a single test where a brochure-0nly mailing beat a letter-only (or a letter plus brochure) mailing. So, if you're going to make an envelope mailing, opt to include a professionally created letter (or letter and brochure) and not a brochure-only.
Why would a letter outpull a brochure?
Because a letter looks and feels more personal ... it's perceived as a warmer, me-to-you communication. And when written appropriately, it can evoke a reader's emotions ... a good thing when you're trying to entice a response.
Conversely, a brochure is perceived as more cold and impersonal.
What if you want to use the brochure as a self-mailer (no envelope)? Ideally you'd use one or two of the brochure panels to graphically create a letter look-alike ... using sales letter copy. It's unlikely to be AS effective as a stand-alone letter and brochure but it will likely draw more response than the brochure copy alone.
Copyright 2007 by Galen Stilson
Monday
Is the problem non-quality patients or ...
If you were to take the exact same 10 prospects (who needed dental work) and sent them to two different dentists, what would be the result?
There's a reasonable chance that one dentist might convert 6-7-8 to patients while the other might convert 2 or 3. Plus, the dentist who was able to convert the higher percentage would, most likely, end up with intial cases worth 2, 3 or 4 times more than the other dentist.
Why the difference: The dentist's personality, persuasiveness and case presentation ability.
I've worked with a number of dentists who have had an uncanny ability to convert prospects into patients ... and I've worked with a number of dentists who haven't.
The dentist who is able to convert, thinks s/he's getting high quality patients. The dentist who isn't able to convert, thinks they're low quality ... even when the demographics are similar.
The moral: Patient Quality is often determined by the ability of dentist to convert ... and not by the patient's situation.
Copyright 2007 by Galen Stilson
There's a reasonable chance that one dentist might convert 6-7-8 to patients while the other might convert 2 or 3. Plus, the dentist who was able to convert the higher percentage would, most likely, end up with intial cases worth 2, 3 or 4 times more than the other dentist.
Why the difference: The dentist's personality, persuasiveness and case presentation ability.
I've worked with a number of dentists who have had an uncanny ability to convert prospects into patients ... and I've worked with a number of dentists who haven't.
The dentist who is able to convert, thinks s/he's getting high quality patients. The dentist who isn't able to convert, thinks they're low quality ... even when the demographics are similar.
The moral: Patient Quality is often determined by the ability of dentist to convert ... and not by the patient's situation.
Copyright 2007 by Galen Stilson
Tuesday
Remnant Newspaper Advertising ...
Remnant newspaper advertising (or *standby* as most newspapers call it) can produce ad savings of 50% or more.
What is *standby advertising?*
Probably the easiest way to explain it is to compare it to the well known airline practice of offering standby tickets. People who buy airline standby tickets must be at the airport and ready to board (standing by) in case a seat on the flight they want opens up. If no seats become available, they have to wait for another flight.
It's basically the same with newspaper standby advertising. You must have an ad prepared and ready to run ... waiting (standing by) for unused newspaper ad space to become available. That availability may be because the newspaper didn't sell all of the advertising space allotted ... or because someone pulled their ad at the last minute and a replacement -- at regular rates -- could not be found.
With standby ads you give the newspaper approval to run them when space opens (at a set price and possibly with some restrictions on days to run, etc.). So, when the newspaper faces a deadline with open ad space they can take a pre-approved standby ad and run it. Everyone wins. You get a lower price, the paper gets to fill the ad space and at least make a little money.
You wouldn't want to base your ad strategy on standby ads. It may be weeks or months that they'll just sit ... collecting dust. But, as an adjunct to your normal ad schedule, standby ads make a lot of sense.
Not all newspapers offer standby rates ... and many that do only accept larger ads. To find out if your paper offers them, give the Ad Director of your newspaper a call.
Copyright 2007 by Galen Stilson
What is *standby advertising?*
Probably the easiest way to explain it is to compare it to the well known airline practice of offering standby tickets. People who buy airline standby tickets must be at the airport and ready to board (standing by) in case a seat on the flight they want opens up. If no seats become available, they have to wait for another flight.
It's basically the same with newspaper standby advertising. You must have an ad prepared and ready to run ... waiting (standing by) for unused newspaper ad space to become available. That availability may be because the newspaper didn't sell all of the advertising space allotted ... or because someone pulled their ad at the last minute and a replacement -- at regular rates -- could not be found.
With standby ads you give the newspaper approval to run them when space opens (at a set price and possibly with some restrictions on days to run, etc.). So, when the newspaper faces a deadline with open ad space they can take a pre-approved standby ad and run it. Everyone wins. You get a lower price, the paper gets to fill the ad space and at least make a little money.
You wouldn't want to base your ad strategy on standby ads. It may be weeks or months that they'll just sit ... collecting dust. But, as an adjunct to your normal ad schedule, standby ads make a lot of sense.
Not all newspapers offer standby rates ... and many that do only accept larger ads. To find out if your paper offers them, give the Ad Director of your newspaper a call.
Copyright 2007 by Galen Stilson
Thursday
Learn The Basics Of Direct Mail
The USPS web site offers a good introduction to direct mail. It covers some of the benefits of direct mail, provides a few tools and resources, offers advice on creating a direct mail campaign, explores different design ideas, takes you through the mailing process, plus more.
While I don't agree with all of the creative/design information presented, it's a good start if you've never used direct mail as a marketing tool ... or if you're curious as to the process from beginning to end.
Copyright 2007 by Galen Stilson
While I don't agree with all of the creative/design information presented, it's a good start if you've never used direct mail as a marketing tool ... or if you're curious as to the process from beginning to end.
Copyright 2007 by Galen Stilson
Friday
Bigger Is Not Always Better ...
At least when it comes to newspaper ad size.
As I've suggested to clients and readers for more than 15 years, the bigger the newspaper ad the more noticeable it becomes ... which usually means more readership. More readership often results in increased response. However, that increase in response very often does not equal or exceed the extra cost of the larger ad. This is particularly true once your ad reaches 1/4 page.
The same is true with running color versus black and white ads. The color will cause more readers to notice your ad and may bump response a little ... but usually not enough to justify the extra cost.
The Poynter Institute recently conducted an eyetrack study that, although not specifically focused on direct response, suggested the same thing.
Copyright 2007 by Galen Stilson
As I've suggested to clients and readers for more than 15 years, the bigger the newspaper ad the more noticeable it becomes ... which usually means more readership. More readership often results in increased response. However, that increase in response very often does not equal or exceed the extra cost of the larger ad. This is particularly true once your ad reaches 1/4 page.
The same is true with running color versus black and white ads. The color will cause more readers to notice your ad and may bump response a little ... but usually not enough to justify the extra cost.
The Poynter Institute recently conducted an eyetrack study that, although not specifically focused on direct response, suggested the same thing.
Copyright 2007 by Galen Stilson
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