My 4th of July “Freedom Promotion”: Early Results In

I wanted to share with you the preliminary results from my "Freedom Promotion" that we tied in with the 4th of July.

Here's what we did. Using Send Out Cards -- which is THE coolest marketing tool I've ever used -- we sent our "Top 500" patients a 4th of July greeting card. Send Out Cards allows you to send postcards, greeting cards, and even tri-fold cards, plus various other things with the cards. I chose the greeting card here because I wanted to use two inside panels for my text.

On the left, I recognized that our patients have the "freedom to choose" their dentist...and I thanked them for choosing us to care for their dental needs. This ties in beautifully with July 4th, our US Independence Day.

On the right, I made them an offer to call us by July 17 to schedule any treatment they need...and we'll give them a savings of about 10%, depending on the amount of dentistry. All the %'s are spelled out on the card.

Before I reveal early results, let me explain one of the biggest marketing principles at work in this promotion. It's called "Reason Why".

When there is a specific, defined REASON WHY you are contacting your clients or patients or customers, your response will likely be significantly higher than if you simply send a promotion for seemingly no reason other than to promote your services. The reason connects an event or date with the promotion, and thus makes the promotion somewhat of a celebration instead of a sales pitch.

Any time you notice a chance to provide a reason why, you should take advantage of it without hesitation. Holidays, anniversaries, birthdays, news events, milestones, you name it. If your patients can identify with it, it's a reason why.

Always be on the lookout for opportunities to use "reason why" marketing. If implemented properly, it'll virtually always boost reponse, and sometimes double or triple the results of your marketing efforts.

OK, now about my "Freedom Promotion". We spent only $1.04 per card sent, to 506 households...or $526.24. By the way, the entire promotion took only 35 minutes to create and send the cards to my list from start to finish! It's still 2 days before the deadline to call, and we've already scheduled over $7200 worth of dentistry for patients who responded...so far!

That's a 1368% return...so far!

So, when's the next event or holiday that you can use as a reason why in your marketing to your own mpatients? Be creative, and DO IT!

All my best,
Chris

Dr. Chris Bowman
Dental Insiders Alliance

PS: If you haven't checked out Send Out Cards, you really need to. Go to
www.thereferralmovie.com/fordentists for more info.

PPS: Here's a copy of the front of the card: