Resource Centers:(News, information, and tools to support your practice)
November 2008
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The power of direct marketing
You’ve probably heard the term "direct marketing" before but might not have known what it truly is. After all, isn’t all marketing the same? Getting your product or service and message out to the public so that they buy? Actually, direct marketing is just that----getting your sales message out to the specific buyers of your product or service. It is targeting your message to people who would benefit the most from what you are selling.
You have to realize that everyone is tuned in to the same radio station, which is WII-FM. This stands for "what’s in it for me?" People don’t care whether you’ve been in business for 20 years or the fact that you say your the best chiropractor in town. The only thing your potential customers want to know is how your product or service will solve their problem. And that’s basically what you are doing in any business, simply solving problems.
When you state your case in an advertising piece, sales letter or yellow page ad, the focus should be solely on
There are two main questions you will need to ask yourself should you decide to use direct marketing in your practice:
1. Who are the best prospects for my services?
2. What’s the best way to reach them? (e.g. direct mail, trade journal ad, etc.)
Once you answer these two questions the only thing left is to get into action and directly contact them with your offer and then you’ll have a flood of new patients.
Tim Piccirillo is a professional speaker from Ridgway, PA who presents keynotes, workshops and seminars all over the U.S. on topics that include marketing, motivation, leadership and stress reduction. You can contact Tim at www.timpic.com or by phone at (814) 772-1291.
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