One thing that I've noticed in my years of marketing is how often different practices using different forms of media all repeat exactly the same marketing messages.
'Our prices are the lowest in town!'
'Our business has been running for X years!'
'Our customer service is the best you'll ever experience!'
You get the picture.
Creating an attention grabbing marketing message that will stand out from the crowd is a difficult task. It's a task that most people do struggle with, but fortunately there are ways that you can improve your marketing message. Here I have identified the top eight mistakes that dental practices make with their drop marketing, so that you can avoid making those same mistakes and be left with a great end result.
1. Creating a Bland Headline. Your headline or subject line is your first opportunity to catch the attention of your readers; make it powerful and filled with emotion so that your readers actually want to learn more.
2. Ignoring What Your Patients Need. What are the top three motivators for those people that will be reading your content? Do they need a customized solution on a budget? Are they interested in how much you charge? Make sure the theme of your campaign is focused on those things that motivate your prospective patients.
3. Making Your Copy All About You. Of course people want to know what you do, but only if it actually benefits them. Make sure your copy is all about your reader by recognizing who you are actually writing to. You may also wish to count how many times you use words such as 'I', 'me', 'our', and compare it to the amount of times you use the words 'you' 'your'; you should be using the latter set more to effectively attract a reader's attention.
4. Forgetting Your Marketing Themes. Any campaign will have a theme, be it sales, education, information or anything else. When establishing an email campaign, for example, you should consider mixing and matching your themes to keep your readers interested and coming back for more. Too many sales pitches and they will quickly lose interest.
5. Losing Track of Existing Marketing Copy. It is important to keep a track of how many email campaigns you are sending out over a year, and how many were educational, how many were informative, and how many were direct sales. Your emails should fall into this approximate pattern: 50% educational, 25% sales and 25% informative.
6. Failing to Include a Risk-Free Offer. The risk-free offer you include doesn't need to be money off or a guarantee, it can simply a buyer's guide or some sort of educational report. The key is to make sure you have a highly visible risk-free offer that a reader can easily take advantage of.
7. Leaving Mistakes in Your Copy. Spelling, grammatical and syntactical mistakes within your copy can cost you customers. Try sending your writing out to at least three people before publishing it, to make sure it is free from mistakes and actually makes sense.
8. Not Emphasizing Your Key Subjects. For proper emphasis you should ensure that your campaign is restricted to three key concepts, or less. If you try to fit any more ideas into your writing than this it will simply confuse your audience.
When contacting your database of existing or prospective patients it is vitally important that you have something useful to say, and that you say it clearly. Run every campaign past these eight common mistakes to help your email messages be well received by all of your readers.