Marketing, like all skills, comes with a learning curve.
Marketing, like all skills, comes with a learning curve.In other words, you get better as you go along. But you can skip most of the trial and error by heeding the advice of experienced marketers who’ve already made mistakes (and have the scars to prove it).
By following the three pillars of postcard marketing, you can build a successful direct mail (DM) campaign for your chiropractic practice from the get-go. Once you know the “Big Three,” you can obtain consistently great results. After mastering the basics, you might be ready for some fresh, innovations to advance to the next level.
Size.
The size of your postcard has a direct impact on the response to your mailing. The simple truth is that a larger postcard stands out more than a small one. The best size for your practice depends on many variables, but you can get basic direction by answering these questions:
How much does the chiropractic industry (in your area) market?
- Not at all (smaller card)
- Light to moderate (larger card)
- Moderate to heavy (large card)
Do your local competitors also mail postcards?
- No (smaller card)
- Yes (larger card)
How much explaining does your offer require?
- Not much, it’s easy to grasp (smaller card)
- A little background information (medium card)
- A lot, and the details are important (go big or go home)
Reputable postcard companies will give you various sizing options. If not, look elsewhere. In general, you’ll be able to choose among small (3.5-by-5 inch) up to large (4.25-by-6 inch) stock.
Design.
Ten components guide your DM postcard design:
- Clear headline
- Supporting graphic
- Color that pops
- Intriguing subheadings
- Listed benefits
- Enticing offer
- Your name and logo
- Call to action and offer expiration date
- Contact information: website, map, and phone number
- Return address
The headline, image, and color are what grab people’s attention and turn it into interest. If this doesn’t happen, nothing else matters. Then, your carefully crafted text persuades readers to take action. Subheadings pull prospects into the body copy, which is full of customer-centric benefits. The offer closes the deal.
The final elements give readers the information they need to respond appropriately. Your call to action is especially important—marketing 101 says that most people won’t make a move unless directly asked. Ask them to see you.
List.
The mailing list is the most crucial of the Big Three. The ideal mailing list is one full of people interested in chiropractic services who are in a position to buy.
You need to identify your ideal prospect, which can be done by analyzing your current patients. Who frequents your practice now? Injured athletes? Older populations? Wealthy stay-at-home parents?
Work with a postcard company or other provider to get a list targeting your demographic. Your local chamber of commerce can help you find companies that sell lists. The more specifically you target your demographic, the higher the response should be.
Bonus: Fresh ideas.
Once you fully understand the Big Three, you’re ready to implement some fresh ideas into your practice’s DM campaigns.
Consider experimenting with:
- Gigantic postcards: Think huge, as in 25-by-6 inch monster postcards. They’re sure to stand out in the mailbox.
- Invitations: Encourage prospective patients to attend an open-house event by offering small Give them a chance to familiarize them- selves with your practice before they commit to a full appointment. This is also a great way to capture leads.
- Referral campaigns: Nothing is stronger than word of Your patients love you, right? Then maybe a small incentive is just what they need to start referring you to their friends and family.
Postcards are proven to work as evidenced by the thousands of chiropractors who have already tried using them. The Big Three pillars will ensure that a postcard campaign meets your needs. Make 2015 your most profitable year yet.
Joy Gendusa is the founder and CEO of PostcardMania, a marketing company specializing in lead generation for small- to large-sized businesses. It offers graphic design, printing, mailing list acquisition and mailing services, website development, e-mail marketing, and custom marketing plans. She can be reached through postcardmania.com.
