High Response Blog

 click on the images above to see full size

           I got three really great post cards recently that I wanted to share.  They’re not great because they have great copy.  They are great because they use a very smart marketing tactic, that again, is one of those underutilized strategies that really works.

            Here’s what it’s all about:  Take a look at each of these post cards.  Just click on them and you’ll see the whole picture of each one.  I won’t deconstruct each one, but I will touch on the main principles you’ll need to know if you want to test this strategy in your marketing.

            Each of the post cards hits on a theme of a current event or news.  You should also add to that, holidays.  The psychology behind this probably has to do with the law of familiarity and linking your message to something the reader is already keenly aware of.  In these example, the recession, the Olympics and the gas crisis.  Two of them have to do with pain that the market is feeling and shows them a way to solve that pain.  If you can do that, you marketing hits the sweet spot and you’ll get a big response. 

The goal really of any marketing by the way is to solve the biggest problems that the market is experiencing with a unique solution that only you can provide.  Something to keep in mind.

            Come to think about it, this also uses “reason why” copy.  It’s been found that you get much better response rate to your marketing when you include a reason why you are doing something…holding a sale…giving a special offer…etc…

            Here’s how to put this to work for you:  Pick a marketing piece like a reactivation letter, look at the time of the year and the current events that are going on around you and think of ways to incorporate those themes into your letter.  These three examples are all great starting points- the recession, the Olympics, and the gas crisis.  Here’s another one…the presidential race.  You can also use any of these as swipe files for ideas. 

Here’s one more suggestion.  Start collection your “junk mail”. These are direct response pieces that can act as tutorials and swipe files that you can glom onto for ideas.  And, if you are the type of doctor that buys only done for you marketing, make sure it is incorporated in what you are buying…or, add it to the pieces you get.

            By the way, this is the exact strategy I use myself with the Multiplier reactivation campaigns and patient newsletter inserts.  I’ve tested it with and without using this strategy.  It’s really boosts response on these campaigns.

            Any comments or feedback…don’t be shy…just weigh in on this topic if it interests you or if you have additional strategies to add.

Dr. Chris

            Have you heard of “voice broadcast” yet?  It’s been around for a while and it’s one of those really powerful marketing tools that most people don’t use.  And, if they do use it, they don’t use it to their full potential.

            There’s a lot of benefits, including…the technology is totally automated…it’s inexpensive (.15 cents per call)…no hardware or equipment required…it’s as easy as voice mail to set up a recorded message…totally user friendly…you can delegate it to your staff…very effective at increasing your marketing response rates…and, hardly anyone is using it, so you won’t have lots of competition.

 Let me explain how the technology works  

            You upload an excel file of names and phone numbers of people that you want to send a pre-recorded message to the voice broadcast company.  Then, just like voicemail, you record a message ( I will give you applications in a minute).  You decide on a day and time you want the message delivered to your list…and you’re done!  It’s that easy.

            The goal is to add one more marketing step to any campaign that you are doing, using a different media, so different people will respond.  It really works!  I used to use it all the time in my own practice.  In fact, Dan Kennedy is a big proponent of using this technology and really promotes it.

             Here’s some applications…there’s lots more…just be creative… 

Lead generation.  Buy a targeted list from a list broker on specific conditions, age groups, gender, income, location, etc… and then record a message letting them know you have a solution for back pain etc… and that you are offering a free report.  You can leave an 800# to call for the report or connect the voice broadcast system to a telecom company that can capture the leads for you.  I think the company I am going to tell you about can do both.

Direct mail.  Simply use this as your final step in any direct mail campaign.  For example, a dear neighbor direct mail campaign with a voice broadcast as the final step.

Internal promos.  This is fantastic as a final step in any internal direct mail promo.  Use it monthly.  For example- sales letter—post card—voice broadcast.

Reminder calls.  Use it for missed appointments or reminder calls for upcoming weekly appointments.  It will really keep your patients on track and help with retention.

Special event announcements.  Try it to announce upcoming workshops or other office events that you want to get high attendance to.  It will save you staff a lot of work and time.

            That’s just a few off the top of my head.  The possibilities are endless.  And, it’s super cheap.  Something like .15 cents per call.  This may just be the cheapest marketing you do in your office…and it really works.

 Here’s a few final tips to create effective broadcasts 

Give a final offer to create urgency.  For example:  only 3 days left to respond to x offer.

Create lots of scarcity.  We have only x spots left for this event, so you’ll want to call today.

Inject personality.  Speak like you talk and don’t rehearse the script.  The more unscripted the better.  Use voice inflection and your own personality for a high response.

            Here’s the link to the company I used.  It’s probably the biggest and most popular one.  They’ve got their stuff together and are the experts in this area.  I’m not an affiliate and there’s no referral fee back to me, so you can use whoever you want, but I’m pretty sure this is the best company out there. 

Here’s the link to Automated Marketing Solutions for voice broadcasting:

http://www.automatedmarketingsolutions.com/broadcasting 

            If you’ve used this technology, leave your comments on this blog post.  Also, if you have any other creative ideas, share your ideas and comments.

Dr. Chris

 <=  (click on image to view full size)

     Are you familiar with the word “monetizing”?  If not, don’t feel bad, most people aren’t…unless you are a seasoned marketer.  However, it’s a marketing strategy that’s used by most successful companies to dramatically improve their sales of specific target items or services…and it’s a fantastic lesson that you can easily transfer to your practice.  You may even be doing it on some level right now.

            Here’s how it works:  most Chiropractors offer some type of additional products and services besides their adjustments.  For example, things like nutrition products…weight loss programs…detox program…fitness and rehab equipment…orthotics…and unique equipment like cold laser therapy and decompression, just to name a few.  There’s many others.  If you market these products and services right, they can be an economic boon to your practice.  Sometimes a really big boon!

            Most doctors totally and completely under-market these products and services…leaving a lot of income on the table. 

A Marketing Lesson Straight From A Retail Giant

            I got this card you see to the right from Williams Sonoma and I thought it would be a phenomenal topic to blog on because it’s a masterful way to market.  Take a good look at it.  What you’ll see is a list of educational topics (classes) that teach their clients how to be a culinary wizard using THEIR products that they sell in the store.  Wegmans uses the same strategy by creating their own magazine chock full of great recipes and meal solutions for every occasion…again…using THEIR products, food and cooking tools.  Genius!

            Here’s the takeaway….give valuable information, solve a problem, and then give them (sell them) the solution right at your office.  I will give you a few examples to help the gears start moving for you.

1. Hold a weight loss clinic with everything they need to know to loose weight fast…and healthily.  Then show them how your weight loss system or products can help them right now.  Back it up with lots of case studies and testimonials.

2.  Give a nutrition talk telling them everything they need to know about how to eat right for optimal health and energy.  Use your products to show benefits for all different things.  Give them unique ways to use each product to solve problems and get healthy.
3.  Hold a detox clinic during different seasons, teaching them how to use your products to do a save detox and cleanse.  Type up a program that includes each day of the cleanse with your specific products being used on each day.

 UNIQUE EQUIPMENT

1. Hold workshops that showcase unique equipment you use in your office…about… “everything you need to know to get rid of back pain permanently”-decompression… “max out your athletic ability without injury”-cold laser… “weight loss without counting calories or using yo yo diets”- Slim Dome weight loss machine.   You get the idea.

2.  Hold topic workshops.  For example… “how to raise a healthy, illness free child” to promote children as new patients. 

3. Hold mini clinics demonstrating rehab products to solve specific problems.  For example… “the ultimate way to relieve tight painful muscles”- the Stick trigger point roller.

            Your turn now.  Think about everything you can monetize and start scheduling it on your calendar.  Do me a favor…if you have a great way that your monetizing back end products and services right now, leave a comment and tell everyone how your doing it and the kind of results your getting.

Hope that got the wheels turning,

Dr Chris

     If you listen to doctors, they’ll tell you yellow page ads don’t work  anymore.  They’re old school…outdated…a waste of money!  I couldn’t agree more.  That is…if you follow the “template” yellow page ad model that has been around since the dawn of time.     If you want to know exactly what I’m talking about, just open the yellow pages to the “Chiropractic” section.  What you’ll find is a variety of ads that all say basically the same thing…with slight variations of color, pictures, or size.  The rest is basically the same ads all competing with each other, shouting the same thing.

     There’s no clear distinct USP (unique selling proposition) of why you would go to one doctor over another.

     So, the reason your yellow page ad may not be pulling new patients every month is because you’re suffering from the “me too” syndrome- saying basically the same thing as everyone else.

Let me help you change all that by giving you…

The Anatomy Of A True Direct Response Yellow Page Ad

1. Your Headline:  you want your headline to be crafted exactly like any other direct response ad or newspaper ad.  Your goal should be to solve the biggest problem of your market.  Try to include these elements:  benefits + burning curiosity + a shocking hook + a huge promise.  Shoot for as many as possible.  At least get one in.
2. Your Bullets: start by taking a piece of paper and summing up all the features of your services.  Include things like: same day appointments, conditions you treat, unique equipment you use, etc…  Don’t forget to include any free offers and guarantees.  The goal is to search deeply for your USP’s that you offer.  The best way is to look at all the other ads and see if you offer something unique beyond what they offer and include those.
3. We’re not done with bullets yet.  Now, add a benefit and follow it with another benefit if possible.  So, the formula is:  unique feature + benefit + benefit.  This is a forumula world renowned copywriter John Carlton uses.  He’s known as one of the best bullet writers out there.
4. Photo:  Always include a photo.  If you have a big team, include the whole team, not just the doctor.  You can even put in an interesting photo that gets people’s attention.  Up to you.  Don’t forget this rule though- always put a caption below the photo…in quotes and italics with something the doctor wants to say to the market.
5. Testimonials:  try to include at least one killer testimonial.  Use one that’s specific and has details…not “you guys are the best!”.  You can also put a headline with a part of the testimonial in bold above the headline, calling people’s attention to it.
6. Use color:  color always outpulls black and white.  Let the designer help you with color combos.  Keep it simple and don’t get too flashy.  Let the copy do the heavy lifting for you.  Ads don’t pull because of color and design, they pull because of good copy.

7. Standard stuff:  don’t forget to include your website address…a free report if you offer one…you phone and contact information…your office logo…and any other components to your offer.

     You’re done!  You’ve just created a world class yellow page direct response ad that is guaranteed to outpull every other ad around you.  If you don’t believe me, just look at the type of ads that are in the yellow pages right now.  You won’t have to do a lot of work to beat these ads. 

     I’ve attached a thumbnail of a yellow page ad I just did for a doctor with all of the components I just reviewed.  I cut off the phone number and contact information to protect the doctor.  I’ll let you know how it performs soon.

     Shoot me your comments or questions and let’s stimulate a discussion on these type of ads.

Dr. Chris 

Can you believe it…beaten by a lowly 2 x 3 ad! That was my first thought after a client emailed me with this silly little ad you see to the left.

How could my Goliath insert…full of copy, hooks, and killer offers be licked by this little ad with almost no copy, no graphics and a simple headline? At first, I thought he was joking…but of course he wasn’t!

Normally, I would have just critique the ad, catalogued a few notes and moved on. However, the marketing lesson from this simple little ad is PRICELESS and totally worth talking about.

Here’s the lesson: Listen closely because this is one of the most powerful concepts in marketing to boost response. In fact the ad rep probably didn’t even realize what he was doing when he created the ad. I’ll explain why I said that in moment.

The key lesson here is Urgency and Scarcity…two of the most powerful influence tactics around. You see, people will act in a crazed frenzy if something is about to be taken away from them. In this case it was a “1 Day Offer”. I will explain how you can use this as one a powerful weapon in your marketing arsenal. Just think about the crowds you see at any one day sale that’s well advertised. Black Friday (the day after Thanksgiving) is a great example. Total mayhem!!!

Consider collectors item, single release items etc… A few years ago, I purchased a copywriting system by the “worlds best copywriter” after he declared that the originals would be destroyed, never to be released again. I wrote the $5,000 check before I was done reading the sales letter and it was in the hands of the Fed Ex man within 1 hour of writing the check. By the way, I wrote a check because he wasn’t accepting credit cards. How’s that for scarcity.

Anyway…you get the idea.

Let’s critique this ad quickly for the lessons you’ll need. The headline and offer were taken from my insert….which the rep had. It’s not really a headline, but it captures attention to “flag” anyone with neck and back pain so they will look at the ad. The offer is a simple “reduced first visit price”. So far, nothing brilliant or anything that would make your prospect jump out of their seats to call your office. Here it comes…the key line. Ready? “Valid on appointment scheduled today, 4/14/08 ONLY” By the way, the rep put a one day expiration date on the ad because the insert was coming out the next day and he didn’t want the tracking to get scewed.

Massive scarcity!!! It doesn’t get better than that. Okay, here’s how you can use this killer concept in your marketing: ALWAYS use short deadlines…7 days is best (although I have used 14-30 days with some newspaper inserts to give readers time to read them). Even better, reserve this little bomb (1 day offer) and use it ONLY one time per month most…quarterly even better. Test it to see what works better. If you do it too often, you market will absolutely catch on and it will lose it’s punch.

Sorry so long…thought it would be worth the time to really crunch on this one and digest it. Shoot me your comments.