Good design can dramatically improve your response. That’s the most important thing to know when you’re considering dental postcard marketing. It’s not surprising, when you think about it. But if you’re a novice to using postcards, you might be tempted by websites that claim “all you have to do is just add your name and logo to this template.”
And if you’re a long-time fan of dental postcard marketing, you might be tempted to rest on your laurels. Your campaigns work well, so why would you need to improve your postcard design? Because even the most successful marketing needs to be refreshed periodically.
So let’s take a look at how you can improve your postcard layout, whether you’re preparing your first marketing campaign or you’ve been at it for years.
Dental postcard marketing has to differentiate your practice.
Custom design promotes all the key elements that make your practice special – the reasons prospective patients want to choose you for their dental health care. They should make it clear what services you offer – general dentistry, orthodontics, dentures, hot new options such as invisible or colored braces, pain free treatment, convenient hours, fast turnaround for crowns or dentures, etc.
But your postcard also needs to incorporate all the elements that spur people to action, so you get the highest response rate. With the right design, your postcard marketing will look better and get better results. Predesigned templates can’t do all that for you, which is why they don’t work.
- Attention-grabbing headline.
The minute people take your postcard from their mailbox, your headline should “speak” to them, loud and clear. You have just 3-8 words to convince them to turn over your postcard and read the back, so your headline has to convey what’s in it for them if they do.
- Make them an offer.
Dental postcard marketing that includes a special offer produces far greater response. You can offer a discount on certain procedures, a free initial consultation or cleaning, a free dental travel kit, etc. Everyone likes to get a good deal or something for free. Including an offer makes it easy to track response, too.
- Create a sense of urgency.
You want people to respond right away, so let them know time is of the essence. Tell them your offer is available only for a limited time, in limited quantities or just for the first X number of people that respond.
- Establish rapport and build confidence.
This is particularly important for dentists of all types, because so many people fear dental procedures. Your postcards must impress prospective patients with your professional qualifications but also convey your approachability and soothing chair-side manner. Images and text help do that, but you can further build confidence by listing your professional accreditations and organizations and by including patient testimonials.
- Keep it concise.
Postcards can hold a tremendous amount of information about your practice and your special offer, but spaceis limited. Keep text short, and use bullets to emphasize the benefits of choosing your practice. The easier it is to read your postcard quickly, the more likely people will be to do that.
Improving your postcard layout takes teamwork.
Even knowing where to place each of the key elements on your postcards takes knowledge and experience, and placement can affect your response rate. Unless you really like doing this kind of thing, or you’re especially good at it and have time, you should delegate your dental postcard marketing to a professional. At the very least, let their expert eyes critique your current layout to help you identify potential improvements. At the most, they can handle the entire process for you – with your input, of course.
Photo Credit: @pareeerica via Flickr.