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From Underdog to Top Dog by Unleashing the Power of a Postcard.
by Tresaca Hamilton
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The Tale of Two Dentists...
Dr. Namel and Dr. Ivory are two Dentists located across the
street from each other in a high traffic area that is surrounded by
affluent neighborhoods.
Both Dentists were certain that having the right location would
mean automatic success for their businesses. To their dismay,
patients were not lined up at their doors. Business was not booming.
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In fact, potential patients pass by them everyday unaware of
their choice of a neighborhood Dentist. Some prospects are vaguely
aware that there is a Dentist in the neighborhood, but can not
recall the name of the Dentist.
After all, they have not been given a reason to take notice.
Dr. Namel decides to spend his whole advertising budget on an Ad
in the community newspaper. The Ad results in an occasional trickle
of new patients, but will never bring Dr. Namel all the patients he
can handle.
Dr. Namel never receives a return on his investment because his
Ads are not effective.
His Ad simply has a picture of him and his contact information.
There is no call to action or an effective headline. Furthermore,
the community newspaper doesn't directly reach his target market.
Dr. Ivory knows that an Ad in a community newspaper will be a
waste of money. She wants to reach her target market directly and
exclusively. Her goal is to get the most bang for her buck, while
positioning herself as THE neighborhood Dentist.
Dr. Ivory decides to use Postcards to market her business.
She knows that she needs to stand out and be remembered. Her
Postcard will be competing against all of the other mail that her
prospects receive on a daily basis. Yes, her Postcard has a better
chance of being read than a letter in an envelope. But it still has
to pass her prospect's 'so what?' and 'what's in it for me?' tests.
Dr. Ivory accomplishes this by unleashing the power of Postcards.
She makes her Postcards extraordinary by creating Postcard
Newsletters.
Dr. Ivory's Postcard Newsletter has helpful dental care tips on
the back. The front of her Postcard Newsletter features her current
special. She brands her Postcard Newsletter with her logo, contact
information, and tagline.
Dr. Ivory sends the 'Dental Digest' to her prospects on a monthly
basis.
Her prospects look forward to receiving the Dental Digest every
month. It stands out amongst their other mail, and they instantly
recognize it due to the consistent layout and design of the Postcard
Newsletter.
They enjoy reading the dental care tips and save every issue.
They even show their friends the Postcard Newsletter from their
neighborhood Dentist.
Each Postcard Newsletter builds more trust and credibility. Now
when prospects drive by, they look over at Dr. Ivory's office and
remember the Postcard Newsletters they are receiving from their
neighborhood Dentist.
When it is time to visit the Dentist, they automatically know to
call their neighborhood Dentist, Dr. Ivory. Who else would they
trust their dental care to?
When they are asked for a referral to a Dentist, they
automatically recommend their neighborhood Dentist, Dr. Ivory. Who
else would they wholeheartedly recommend?
Dr. Ivory now has all the patients she can handle. She also has
an extra bonus: constant referrals, and patients singing her
praises.
Meanwhile, Dr. Namel looks over at Dr. Ivory's office and wonders
why she always has a constant stream of patients.
After all, they are both in the same location surrounded by the
same prospects.
Dr. Namel wonders why Dr. Ivory is experiencing much more
success. He feels that he should have all the patients he can
handle, since he is the only one with the monthly Ad in the
community newspaper.
Everyday, Dr. Namel looks over at Dr. Ivory and wonders what is
the secret to her tremendous success.
Everyday, Dr. Ivory welcomes new patients and enjoys seeing
patients who keep coming back. She has established a relationship
with her patients before they ever walk through her door.
Dr. Ivory looks over at Dr. Namel's office and it looks deserted.
She wonders why he keeps pouring money down the drain on an
ineffective Ad in the newspaper.
Dr. Namel’s Ad costs ten times more than Dr. Ivory’s Postcard
Newsletter.
Yet Dr. Ivory’s results are twenty times more effective.
Dr. Ivory thinks about her secret to success and smiles. She
can't help but smile at the fact that a postcard has so much power.
And it definitely gives more bang for the buck.
Copyright 2004 Black Unicorn Communications, Inc. All Rights
Reserved
Black Unicorn Communications helps Independent Service
Professionals attract more clients in less time. Visit
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Article Source:
http://EzineArticles.com/
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