The key to success with direct mail dental marketing is getting your mail piece into the hands of as many people who can be classified as potential customers as possible. Fortunately for dentists this is easy because everyone within the vicinity of their practice location is a potential patient. That is why direct mail works so well for dental marketing, and many dentists have come to rely on it for netting new clients.
Getting your mail piece out to potential customers is critical but your design must also be good enough to encourage the recipients to take the actions you want them to. You’ll want a professional-looking piece that negates any doubts the audience may have about the quality of your services. With that said, here are some tips on how to polish the design of your mailer so that it inspires the recipients to become clients of your dental practice.
1. Instill Confidence in the Audience
People are especially sensitive when it comes to services that effect their personal well-being. They’ll want the best care possible for their money, and dental is no exception. Assure them that as your clients, they’ll be in good hands. Show off your credentials – your awards, positive reviews, certifications, or anything that proves that you excel in your craft. If you’re quoting from Google reviews or a client testimonial, narrow the text down to the most positive sentence. Doing so will get the main point across while preserving space to feature more reviews – try to include 3 or 4 if possible.
2. Select the Right Visuals
Some people are intimidated by the thought of going to the dentist. Rather than risk putting off these individuals with graphic close-up shots of a root canal in progress, maybe opt for images of clients with bright smiles. Reassure them the benefits of coming to you for their dental needs and help alleviate their fears. Also be sure not to pack too many photos into your postcard. If the piece is too visually overwhelming, some of its recipients may not bother reading it all the way through. Give each picture enough space to stand out clearly.
3. Give a New Client Offer
Discounts and special offers for new clients is a great way to incentivize them to become patients. That’s why you should go out of your way to include some in your direct mail piece. Don’t be shy about when it comes to making steep price cuts. Everyone needs a dentist, so those who use your offer will likely turn into repeat customers as long as they have a good experience. Consider them in terms of lifetime value over just the initial visit. The closer to ‘free’ your offer is, the more inclined people will feel to take you up on it. Before long, the initial wave of coupon-users will transition into a steady stream of business.
4. Provide A Clear Path For Appointment Making
Assuming that getting appointments booked is your goal in this marketing endeavor, you’ll want to make the process for doing so as quick and painless as possible. Provide a call-to-action statement that includes your phone number very largely and clearly so the postcard recipients know exactly how to contact you. If you have an online scheduling system, you can also include the name of your website, but don’t let that replace the all-important phone number. Calling a number is quicker than having to get online and navigate a website, so you’ll want to have it there as your primary contact method. The website can serve as an alternative for those who would prefer it.
Of course, these tips barely scratch the surface of what it takes to make a successful direct mail campaign. There are several elements involved in regards to graphic design, targeting, printing, and mailing your postcards. For such an endeavor, you should consider teaming up with a seasoned dental marketing expert like Cactus Mailing.
If you’re considering putting together a direct mail campaign of your own, call us or fill out the form below to get started! Get ready to see a response like never before!