Whenever possible choose to use a photo rather than an illustration in your marketing/advertising material.
Why?
Because study after study shows that photos sell better than illustrations (except in those situations where photos either can't clearly detail what you're trying to visually communicate or where photos could create anxiety ... like how implants are placed.
In one test of photo versus illustration, the photo ad increased response by 300%.
Copyright 2007 by Galen Stilson
Monday
Envelope Teaser Copy ... Not An Afterthought
Remember this ...
When you use envelope teaser copy, you are advertising the fact that there's advertising inside the envelope. So, you'd better be sure that the teaser copy says precisely what you want it to say and that it makes the reader WANT to open the envelope to get to the information inside.
If the teaser doesn't in some way compel the reader to look inside, he won't. In that case you would have been better off not using any teaser.
What kind of teaser copy works best? One that directly or indirectly promises a powerful benefit(s) to the recipient is always a good, safe choice. Example ...
Copyright 2007 by Galen Stilson
When you use envelope teaser copy, you are advertising the fact that there's advertising inside the envelope. So, you'd better be sure that the teaser copy says precisely what you want it to say and that it makes the reader WANT to open the envelope to get to the information inside.
If the teaser doesn't in some way compel the reader to look inside, he won't. In that case you would have been better off not using any teaser.
What kind of teaser copy works best? One that directly or indirectly promises a powerful benefit(s) to the recipient is always a good, safe choice. Example ...
Are you fed up with your dentures?If so, here's a solution you'll appreciate (see inside) ...
Teaser copy should always be treated as a major creative copy component, not an afterthought. You should spend as much time on it as you would the headline of an ad.
Copyright 2007 by Galen Stilson
Wednesday
There's A Fine Line Between
*Disguise* and *Deceit*
When you play the *disguise* game with your direct mail, you risk crossing the line into *deceit* territory. And it's a fine line.
Recognizing the difference is often a real problem.
Why?
Because you're playing on the recipient's home field ... and he's doing the officiating. And if he perceives it to be deceitful, then you get penalized and sent to the penalty box (the wastebasket) ... even if instant replay clearly shows that your intent was not truly deceitful.
It's true that I'm playing semantics. Let's face it, to disguise is to deceive. One disguises in order to hide ... to conceal ... to deceive.
In marketing, what's real in our prospect's mind is what's real. Even if, in reality, it isn't. And in the mind of most prospects, there's a difference between *disguise* and *deceit.* A little *disguise* is usually acceptable. A little *deceit* isn't.
So, if you're thinking about concealing the true contents of your direct mail by dressing up the envelope in an IRS look-alike costume or a phony-check-inside mask, or any other disguise ... remember that it might be perceived by some as just a disguise, but by others as deceitful (even if you intended it "just as a disguise").
Think about it.
And then decide that disguise in any form is not only risky ... it's also dishonest. My recommendation: Don't disguise or deceive. Always be truthful when creating your marketing/advertising ... just be sure to make that truth sing a happy and benefit-filled song.
Copyright 2007 by Galen Stilson
Recognizing the difference is often a real problem.
Why?
Because you're playing on the recipient's home field ... and he's doing the officiating. And if he perceives it to be deceitful, then you get penalized and sent to the penalty box (the wastebasket) ... even if instant replay clearly shows that your intent was not truly deceitful.
It's true that I'm playing semantics. Let's face it, to disguise is to deceive. One disguises in order to hide ... to conceal ... to deceive.
Please
Remember
This ...
Remember
This ...
In marketing, what's real in our prospect's mind is what's real. Even if, in reality, it isn't. And in the mind of most prospects, there's a difference between *disguise* and *deceit.* A little *disguise* is usually acceptable. A little *deceit* isn't.
So, if you're thinking about concealing the true contents of your direct mail by dressing up the envelope in an IRS look-alike costume or a phony-check-inside mask, or any other disguise ... remember that it might be perceived by some as just a disguise, but by others as deceitful (even if you intended it "just as a disguise").
Think about it.
And then decide that disguise in any form is not only risky ... it's also dishonest. My recommendation: Don't disguise or deceive. Always be truthful when creating your marketing/advertising ... just be sure to make that truth sing a happy and benefit-filled song.
Copyright 2007 by Galen Stilson
Sunday
Which Day(s) Should You Run Your Newspaper Ads?
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
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
Wednesday
How Many Opportunities Are You Missing At Lunch?
At lunchtime, do you have an answering machine handle phone calls?
Many people have to make their calls before work, during lunch hour, or after work. If you open at 8:00, lunch from 12:00 to 1:00 and close your doors at 4:00, you don't leave much time for working people to call. You're really restricting your opportunities with these people.
And what happens when you're running an advertisement and the person reading the ad is persuaded by your words to call to set up an appointment ... at lunchtime. You've spent money to attract this person and what do you give him when he calls during lunch ... an answering machine saying that we can't talk to you now, we're eating. All of us.
It's the wrong message to send potential new patients.
Figure out an amicable schedule among staff members so that someone is answering the phone during lunch.
Copyright 2007 by Galen Stilson
"Hi, this is Dr. We-don't-answer-the-phone-at-lunchtime's office. I'm sorry but we are all at lunch until 1:00 PM. Your call is very important to us though, so please call back after 1:00."When I make a business call and get an answering machine with the above-type message, I'm not happy. Nor do I believe that the business really thinks that my call is very important ... otherwise someone would be assigned to answer the phone. And after I get that message, there's a good chance that I'll move on and try a competitor.
Many people have to make their calls before work, during lunch hour, or after work. If you open at 8:00, lunch from 12:00 to 1:00 and close your doors at 4:00, you don't leave much time for working people to call. You're really restricting your opportunities with these people.
And what happens when you're running an advertisement and the person reading the ad is persuaded by your words to call to set up an appointment ... at lunchtime. You've spent money to attract this person and what do you give him when he calls during lunch ... an answering machine saying that we can't talk to you now, we're eating. All of us.
It's the wrong message to send potential new patients.
Figure out an amicable schedule among staff members so that someone is answering the phone during lunch.
Copyright 2007 by Galen Stilson
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