What are your practice weaknesses?
Patient communication? Staff issues? Less than ideal location? Outdated technology? Fees too low ... or too high (this can be a strength or a weakness depending upon a number of factors). Lack of experience? Practice ambiance? Dental skills? Ineffective marketing?
Figure out what your practice weaknesses are, research solutions, and commit to overcoming them. You'll be surprised how much more effective marketing *seems to* become once you turn your practice weaknesses into strengths.
Effective marketing can deliver the the metaphorical chicken, but it can't turn chicken droppings into chicken dumplings?
Copyright 2008 by Galen Stilson
Wednesday
Thursday
Why Dental Marketing Is So Challenging
I've been a direct response copywriter/consultant for over 20 years. I've created ads and direct mail packages that have successfully sold newsletters, magazines, seminars, gourmet foods, swimwear, real estate, gold coins, collector items, books, CDs, stock ticker replicas, plastic surgery, health products, fertilizer, hobby rockets, fake fingernails, videos, medical conferences, to name just a few.
None of that, however, has been as consistently challenging as selling dentistry to consumers. Not even close.
Why?
Here are three reasons ...
1. There are very few people who WANT to go to the dentist. People seldom associate going to the dentist with fun, comfort or pleasure.
2. Dental work is expensive. And, most people would prefer to spend that money on virtually anything else.
3. It involves sharp instruments, drilling instruments -- over which you have no control -- being used in your mouth. And you're usually expected to be still for an hour or more. That's the near perfect anxiety situation.
That's a lot to overcome. Fortunately, it can be.
Copyright 2008 by Galen Stilson
None of that, however, has been as consistently challenging as selling dentistry to consumers. Not even close.
Why?
Here are three reasons ...
1. There are very few people who WANT to go to the dentist. People seldom associate going to the dentist with fun, comfort or pleasure.
2. Dental work is expensive. And, most people would prefer to spend that money on virtually anything else.
3. It involves sharp instruments, drilling instruments -- over which you have no control -- being used in your mouth. And you're usually expected to be still for an hour or more. That's the near perfect anxiety situation.
That's a lot to overcome. Fortunately, it can be.
Copyright 2008 by Galen Stilson
Friday
What's My Name? ...
Be sure to treat your patients name with care, dignity and respect. Remember it. Use it liberally when talking with him or her.
There is nothing more personal, sweet sounding and meaningful to a person than his or her name. Thus, when you send out a mailing based upon your house list it's important that you get the spelling correct ... regardless of whether you're sending out a one-to-one personal letter or a one-to-many personalized mass letter.
When I receive a mailing from a company I've dealt with in the past and they misspell my name -- particularly when I know that they have the correct spelling somewhere on file -- it makes me question their attention to detail and it begins to erode my opinion of them.
That happened recently when a company I've dealt with for years sent me a mailing addressed to Ms. Gaylan Stilson. Because the mailing wasn't a mass promotional piece where the company rented outside lists (and the misspelling could be explained away as the result of another company having me listed that way), it was clear it was generated in-house.
Will it cause me to stop doing business with them? No ... at least not yet. However, when you combine it with recent drops in customer service levels, it adds to my growing concern and disillusionment. And, I'm inching closer to making a switch.
So, make sure your patient names are spelled correctly in all of the databases you use.
Occasionally, an incorrect spelling may slip by. Hopefully, when that happens, the patient will bring the mistake to your attention so you can correct it immediately. Then re-check it in every database.
The opinion eroding factor builds exponentially with each additional mailing in which the name is misspelled.
Copyright 2007 by Galen Stilson
And get it spelled correctly when you send direct mail.
There is nothing more personal, sweet sounding and meaningful to a person than his or her name. Thus, when you send out a mailing based upon your house list it's important that you get the spelling correct ... regardless of whether you're sending out a one-to-one personal letter or a one-to-many personalized mass letter.
When I receive a mailing from a company I've dealt with in the past and they misspell my name -- particularly when I know that they have the correct spelling somewhere on file -- it makes me question their attention to detail and it begins to erode my opinion of them.
That happened recently when a company I've dealt with for years sent me a mailing addressed to Ms. Gaylan Stilson. Because the mailing wasn't a mass promotional piece where the company rented outside lists (and the misspelling could be explained away as the result of another company having me listed that way), it was clear it was generated in-house.
Will it cause me to stop doing business with them? No ... at least not yet. However, when you combine it with recent drops in customer service levels, it adds to my growing concern and disillusionment. And, I'm inching closer to making a switch.
So, make sure your patient names are spelled correctly in all of the databases you use.
Occasionally, an incorrect spelling may slip by. Hopefully, when that happens, the patient will bring the mistake to your attention so you can correct it immediately. Then re-check it in every database.
The opinion eroding factor builds exponentially with each additional mailing in which the name is misspelled.
Copyright 2007 by Galen Stilson
Saturday
Two Types Of Dental Marketing Ads ...
There are two basic types of dental marketing print ads ... the presentation ad and the response ad.
PRESENTATION AD: The presentation ad simply presents you to the reader with basic information.
This is who I am.This is what I do.This is my address.This is my phone number.These are the dental services I offer.
The design of presentation ads can be starkly simple or regally elegant.
The primary purpose of the presentation ad is to get and keep your name in front of your prospects. If you consistently run this type of ad, it will build name recognition and, ideally, lead to a call from a prospect when that prospect is in need of a dentist. It is unlikely to produce an immediate response unless that prospect is actively looking for a dentist at the time he or she sees the ad.
RESPONSE AD: The response ad, conversely, is written and designed with the express purpose of producing an immediate response ... a phone call to make an appointment.
It too can lead to name recognition, if run consistently, but it's primary purpose is to generate new patient appointments ... now. Unlike the presentation ad, the response ad goes beyond the basics and utilizes a variety of tactics and techniques designed to assist the prospect in recognizing a dental need or want NOW ... and then persuading him to call to set up an appointment with you NOW.
Which type of ad should you use?
Obviously, as a direct response copywriter and consultant, I'm going to favor the response ad. There are a number of reasons for this beyond just immediate response, but I'll cover those reasons in a different brief.
There are times when the presentation ad makes sense. For example, if your practice is running pretty much at full capacity and you don't want many new patients, simply keeping your name in front of prospects will give you name recognition and the slower influx of new patients that you do need.
It too can lead to name recognition, if run consistently, but it's primary purpose is to generate new patient appointments ... now. Unlike the presentation ad, the response ad goes beyond the basics and utilizes a variety of tactics and techniques designed to assist the prospect in recognizing a dental need or want NOW ... and then persuading him to call to set up an appointment with you NOW.
Which type of ad should you use?
Obviously, as a direct response copywriter and consultant, I'm going to favor the response ad. There are a number of reasons for this beyond just immediate response, but I'll cover those reasons in a different brief.
There are times when the presentation ad makes sense. For example, if your practice is running pretty much at full capacity and you don't want many new patients, simply keeping your name in front of prospects will give you name recognition and the slower influx of new patients that you do need.
Sunday
"I Don't Like Him ..." said the patient
I talked recently with a very experienced, caring and personable dental chairside assistant (Val) about the difference between skilled and not-so-skilled dentists and the importance of their personalities and ability to *bond* with patients. She shared this story with me ...
Early in her career, she worked with an extremely skilled dentist whose work was impeccable ... "unbelievably talented" was her description of his technical ability. Unfortunately his communication and relationship-building skills were as inferior as his dental skills were superior. "The personality of a wet noodle," was how one of his patients described him.
Val recalled a particular case in which an older woman needed significant dental work done ... thousands of dollars worth. After the dentist explained what needed to be done -- and the cost -- this woman came to Val and said she was going to have the work done but was going to find another dentist to do it.
"Why would you go to another dentist," Val asked, "when Dr. Xxxxxx is as skilled as any dentist in the country?"
"Because I don't like him," the woman responded.
This dentist's practice provided him with a living, but it did not flourish.
The next dentist Val worked for was just the opposite ... great personality, questionable dental skills. His practice flourished because his patients just loved him. Val ended up leaving his practice after just a few months because she felt the patients weren't getting the best care possible.
Moral of the story: In dentistry, personality usually trumps skill.
Of course, it's never to late to try to improve your communication skills, your warmth, your smile, and your ability to interact with patients comfortably and caringly.
Copyright 2007 by Galen Stilson
Early in her career, she worked with an extremely skilled dentist whose work was impeccable ... "unbelievably talented" was her description of his technical ability. Unfortunately his communication and relationship-building skills were as inferior as his dental skills were superior. "The personality of a wet noodle," was how one of his patients described him.
Val recalled a particular case in which an older woman needed significant dental work done ... thousands of dollars worth. After the dentist explained what needed to be done -- and the cost -- this woman came to Val and said she was going to have the work done but was going to find another dentist to do it.
"Why would you go to another dentist," Val asked, "when Dr. Xxxxxx is as skilled as any dentist in the country?"
"Because I don't like him," the woman responded.
This dentist's practice provided him with a living, but it did not flourish.
The next dentist Val worked for was just the opposite ... great personality, questionable dental skills. His practice flourished because his patients just loved him. Val ended up leaving his practice after just a few months because she felt the patients weren't getting the best care possible.
Moral of the story: In dentistry, personality usually trumps skill.
Of course, it's never to late to try to improve your communication skills, your warmth, your smile, and your ability to interact with patients comfortably and caringly.
Copyright 2007 by Galen Stilson
Monday
Should you mail a brochure ... solo?
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
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
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
A Direct Mail No-No ...
If you use envelope mailings in your marketing efforts, they should always include a personal-sounding letter or note ... even if the letter or note is a mass produced "Dear Friend" type missive.
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?
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 ...
{Your Name}
It pays to include a letter.
Copyright 2007 by Galen Stilson
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
Monday
Talk About A Can't-Miss Offer
Supposedly a true story ...
A few years ago a 75-year-old German millionaire was worried about what would happen to his very attractive 28-year-old wife AND his fortune after his death. After much thought, he and his wife decided to run the following classified ad in German newspapers ...
Needless to say the response was overwhelming. Just proves how important the offer is to the success of a marketing message. If you are able to make an offer that readers find desirable, they will respond ... even if it means a trip to the dentist.
What kind of offers could you make? Here are a few base offers I've used or am familiar with ...
FREE Initial Evaluation & Consult
$1 Initial Examination
Free X-rays
$7 for A Full Set of X-rays
Free Whitening
$47 for X-rays & Whitening
25% OFF for New Patients (there is often a limit on total dollar amount)
Free Before & After Computer Photos ... Before You Spend A Penny
Your Initial $7 Exam Fee Will Be Donated To *Name* Charity
Free Follow-Up Appointments (usually used when advertising specific procedures)
All Work Fully Guaranteed
Free Dental Supplies With Each Cleaning (including toothbrush, floss, toothpaste, mouthwash, proxy brushes, and more)
Those represent just a small sampling of the type of offers you can make. The only limits on the offers you test is whether they are ultimately profitable (you can only determine that by testing them) ... and whether they presents you in the light that you are willing to be presented.
A new, different, and beneficial-to-the-patient offer often can have a dramatic effect on the response you get to your ad and marketing message.
A few years ago a 75-year-old German millionaire was worried about what would happen to his very attractive 28-year-old wife AND his fortune after his death. After much thought, he and his wife decided to run the following classified ad in German newspapers ...
My wife is young, beautiful and full of lust for life. She loves me and I love her, but we think about the time after my death. We decided to search now for a man who will look after her and get my inheritance.Gee (tongue-in-cheek), I wonder if any man would respond to an offer that promises a young, beautiful, lust-filled woman with bundles of money ... at no cost.
Needless to say the response was overwhelming. Just proves how important the offer is to the success of a marketing message. If you are able to make an offer that readers find desirable, they will respond ... even if it means a trip to the dentist.
What kind of offers could you make? Here are a few base offers I've used or am familiar with ...
FREE Initial Evaluation & Consult
$1 Initial Examination
Free X-rays
$7 for A Full Set of X-rays
Free Whitening
$47 for X-rays & Whitening
25% OFF for New Patients (there is often a limit on total dollar amount)
Free Before & After Computer Photos ... Before You Spend A Penny
Your Initial $7 Exam Fee Will Be Donated To *Name* Charity
Free Follow-Up Appointments (usually used when advertising specific procedures)
All Work Fully Guaranteed
Free Dental Supplies With Each Cleaning (including toothbrush, floss, toothpaste, mouthwash, proxy brushes, and more)
Those represent just a small sampling of the type of offers you can make. The only limits on the offers you test is whether they are ultimately profitable (you can only determine that by testing them) ... and whether they presents you in the light that you are willing to be presented.
A new, different, and beneficial-to-the-patient offer often can have a dramatic effect on the response you get to your ad and marketing message.
Tuesday
Knowing What Turns Patients Off Can Be As Important As Knowing What Turns Them On ...
In fact, it's probably more important. When you know what it is about your practice, staff, procedures, fees, etc. that occasionally turns patients off ... you can correct it. If you know their objections, it gives you a shot at overcoming them.
It pays to listen to patient complaints. In fact, it pays to solicit patient complaints. Not only because studies clearly show that handling complaints quickly and satisfactorily will keep patients happy and coming back, but also because it will help you quickly correct real and perceived problems. And those corrections will not only make your prospects and patients happy ... but they will also make you happy when you look at your bottom line.
How should you solicit patient complaints?
Surveys ... If you give patients the option to submit anonymously, they're more likely to be honest with their assessment of your practice and with the complaints.
In-office complaint box ... Have a complaint box readily available in the waiting room (close to the door), with complaint forms that offers the option of submitting anonymously.
Eyeball-to-eyeball ... When you're meeting with -- or working on -- your patients, remind them that you want and will appreciate hearing from them when there's something bothering them about you, your staff and your practice.
When you welcome complaints amd resolve them quickly, and your practice will benefit.
It pays to listen to patient complaints. In fact, it pays to solicit patient complaints. Not only because studies clearly show that handling complaints quickly and satisfactorily will keep patients happy and coming back, but also because it will help you quickly correct real and perceived problems. And those corrections will not only make your prospects and patients happy ... but they will also make you happy when you look at your bottom line.
How should you solicit patient complaints?
Surveys ... If you give patients the option to submit anonymously, they're more likely to be honest with their assessment of your practice and with the complaints.
In-office complaint box ... Have a complaint box readily available in the waiting room (close to the door), with complaint forms that offers the option of submitting anonymously.
Eyeball-to-eyeball ... When you're meeting with -- or working on -- your patients, remind them that you want and will appreciate hearing from them when there's something bothering them about you, your staff and your practice.
When you welcome complaints amd resolve them quickly, and your practice will benefit.
Friday
Do You Talk Out Loud To Yourself? You Should ...
Here's a different way to critique you ads and letters ...
Find yourself a recorder and record yourself reading one of your marketing ads or letters. Then play it back and listen carefully. For what should you be listening?
Find yourself a recorder and record yourself reading one of your marketing ads or letters. Then play it back and listen carefully. For what should you be listening?
Sentences that are too long (no sentence should require more than one breath) ...Then ask a friend to read and record the same ad or letter. Listen to his or her recording for a entirely different perspective. Tweak your copy until the message is crystal clear, is persuasive and reads smoothly.
Stumbling blocks to smooth copy flow ...
Confusing words ...
Awkward combination of words or phrases ...
Words that are difficult to pronounce ...
Too much "we" and not enough "you" ...
Possible misconceptions, mis-perceptions and negative connotations.
Anything which could possibly confuse your prospects.
Monday
Snob Appeal Can Backfire ...
Using snob appeal in your marketing is similar to the use of humor. It's risky unless you really know what you're doing. For instance, the wealth-seekers or newly rich might react positively to the word "envy" ... while the generationally rich would consider it gauche.
Effective status appeals are different for those who have "status" versus those who are seeking it. Bold and blatant may work best to the "have nots" ... understatement to the "haves." There there are the "in-betweens." It's a difficult appeal to pull off successfully if you can't pinpoint the precise type of prospect with whom you'll be communicating.
If you do choose to use status appeal, here's a general truth: Those who DON'T already have it, DO talk about it. Those who DO have it (and have had it for some time), DON'T talk about it. It's the old don't-do, do-don't rule.
Effective status appeals are different for those who have "status" versus those who are seeking it. Bold and blatant may work best to the "have nots" ... understatement to the "haves." There there are the "in-betweens." It's a difficult appeal to pull off successfully if you can't pinpoint the precise type of prospect with whom you'll be communicating.
If you do choose to use status appeal, here's a general truth: Those who DON'T already have it, DO talk about it. Those who DO have it (and have had it for some time), DON'T talk about it. It's the old don't-do, do-don't rule.
Sunday
What Causes Prospects To Believe Or Disbelieve Your Ads?
There are a number of factors.
According to a Roper survey, here are three ...
1-- 60% of consumers believe ads that promise a money-back guarantee.
2-- 57% believe ads which say the product or service is approved by some health or medical group like the American Dental Association (third party endorsements). And ...
3-- 46% believe ads making claims based upon user survey results.
What does this mean to you?
It suggests that you are likely to get a better response to your dental ads if you include a mention of your guarantee ... if you are able to get and use an endorsement from a well known and trusted third party (ideally a dental or health organization, but a trusted and respected individual will also work ) ... and if you can back up your benefit claims with user surveys.
You control all three. You can create surveys to send to your patients (it's important that you ask the right questions, of course). You can develop a patient guarantee of satisfaction. And you can seek testimonials (endorsement) from key patients and organizations.
I'll be covering surveys, testimonials and guarantees in future briefs.
Copyright 2007 by Galen Stilson
According to a Roper survey, here are three ...
1-- 60% of consumers believe ads that promise a money-back guarantee.
2-- 57% believe ads which say the product or service is approved by some health or medical group like the American Dental Association (third party endorsements). And ...
3-- 46% believe ads making claims based upon user survey results.
What does this mean to you?
It suggests that you are likely to get a better response to your dental ads if you include a mention of your guarantee ... if you are able to get and use an endorsement from a well known and trusted third party (ideally a dental or health organization, but a trusted and respected individual will also work ) ... and if you can back up your benefit claims with user surveys.
You control all three. You can create surveys to send to your patients (it's important that you ask the right questions, of course). You can develop a patient guarantee of satisfaction. And you can seek testimonials (endorsement) from key patients and organizations.
I'll be covering surveys, testimonials and guarantees in future briefs.
Copyright 2007 by Galen Stilson
Friday
P.S. I Love You
Every promotional/marketing letter you send to potential patients -- and current patients -- should include a postscript.
Why? Because they virtually always get read ... and often before the main body of the letter.
When people open a letter their normal reading progression is to look at the letterhead (who is the letter from), then the salutation (to whom is it addressed), then they go to the end of the letter to see who signed it (they want to know who is *talking* to them).
While they're looking at the signature, they take note of whether there's a P.S. or not. If there is, they'll normally read it. Thus, you should include a P.S. in your promotional/marketing letters and use it to highlight a key offer/benefit/theme the letter talks about. This will usually spur the interest of the reader which usually results in their reading the letter. If they read they letter, you've got a chance.
You can also use the postscript to compliment the reader. People love to be loved.
The reading progression noted above might be altered if the prospect notices something interesting while dropping down from the salutation to the signature. That something interesting might be a subhead promising a specific benefit or any body copy that you highlighted.
Copyright 2007 by Galen Stilson
Why? Because they virtually always get read ... and often before the main body of the letter.
When people open a letter their normal reading progression is to look at the letterhead (who is the letter from), then the salutation (to whom is it addressed), then they go to the end of the letter to see who signed it (they want to know who is *talking* to them).
While they're looking at the signature, they take note of whether there's a P.S. or not. If there is, they'll normally read it. Thus, you should include a P.S. in your promotional/marketing letters and use it to highlight a key offer/benefit/theme the letter talks about. This will usually spur the interest of the reader which usually results in their reading the letter. If they read they letter, you've got a chance.
You can also use the postscript to compliment the reader. People love to be loved.
The reading progression noted above might be altered if the prospect notices something interesting while dropping down from the salutation to the signature. That something interesting might be a subhead promising a specific benefit or any body copy that you highlighted.
Copyright 2007 by Galen Stilson
Tuesday
Who Was That Masked Man?
The Lone Ranger didn't want people to know his name ... but you do.
If you run an ad that has a coupon or certificate that the prospect is to cut out and bring with him, be sure to print your contact information and the offer inside AND outside the coupon or certificate.
If you only print your contact/offer info on the inside of the coupon or certificate, you're limited to a single respondent. Once someone removes it, the ad identification is gone. If someone else ends up reading that magazine or newspaper, they won't have any idea who you are or how to contact you.
If you don't print your offer and contact info inside and outside of the coupon/certificate, who knows, you may end up missing out on the full restorative case worth $20,000 or more.
Copyright 2007 by Galen Stilson
If you run an ad that has a coupon or certificate that the prospect is to cut out and bring with him, be sure to print your contact information and the offer inside AND outside the coupon or certificate.
If you only print your contact/offer info on the inside of the coupon or certificate, you're limited to a single respondent. Once someone removes it, the ad identification is gone. If someone else ends up reading that magazine or newspaper, they won't have any idea who you are or how to contact you.
If you don't print your offer and contact info inside and outside of the coupon/certificate, who knows, you may end up missing out on the full restorative case worth $20,000 or more.
Copyright 2007 by Galen Stilson
Stay Out Of The Gutter ...
If at all possible, avoid the gutter of newspapers and magazines when running display ads.
Numerous studies have shown that ads located in the gutter of a publication get noticed and responded to less (by up to 50% according to one test) than other ad placement locations. Therefore, if you're running fractional ads, especially one column ads, try to get a commitment from the publication that your ad will not adjoin the gutter.
Where is the gutter? It's the innermost column of each page, next to the fold/spine. On even numbered pages it would be the column furthermost to the right. On odd numbered pages it would be the column furthermost to the left.
Your newspaper or magazine rep may not be able to promise a location away from the gutter, but it never hurts to ask.
Copyright 2007 by Galen Stilson
Numerous studies have shown that ads located in the gutter of a publication get noticed and responded to less (by up to 50% according to one test) than other ad placement locations. Therefore, if you're running fractional ads, especially one column ads, try to get a commitment from the publication that your ad will not adjoin the gutter.
Where is the gutter? It's the innermost column of each page, next to the fold/spine. On even numbered pages it would be the column furthermost to the right. On odd numbered pages it would be the column furthermost to the left.
Your newspaper or magazine rep may not be able to promise a location away from the gutter, but it never hurts to ask.
Copyright 2007 by Galen Stilson
Friday
Think Inside Out, Not Outside In
Dentists often view marketing from an outside-in perspective ... you place an ad, send a letter, run a radio spot, mail off a press release, or a patient refers a friend ... and from that outside activity you draw in new patients.
While the outside-in approach is important and helps a practice grow, it's not where your dental marketing should start. Instead, think inside-out.
Dental marketing should start with you and your staff and how you interact with prospects and patients.
It's a nice fantasy to believe that people choose you as their dentist because of your skill and education. We've always been told that if we do something better than someone else we will be rewarded for it. But that really only applies if people are able to readily recognize and understand what *better* is.
Unfortunately, the overwhelming majority of people can't begin to recognize a great dentist from a not-so-good one. To most people a crown is a crown ... regardless of which dentist and lab are responsible for it.
Thus, in people's minds, most dentists are pretty much lumped together ... all capable of providing the dental services needed or wanted without any real difference in quality. So, they choose their dentist primarily on how they like him or her and the staff.
If your practice is not patient-focused, patient-oriented, relationship-centered, that's where you need to start the marketing process.
For more, see: Dental Marketing -- Think Inside Out, Not Outside In
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