Direct Marketing Disasters: 3 Non-Copywriting Mistakes That Kill Sales (It’s Just the Copywriter)

When you work with clients it can become all too clear that bad copywriting is not the only source of failure in marketing. However, in a classic case of CYA its can be the unfortunate soul brought in to write the copy who shoulders all of the blame when a project fails and also is the undisputed hero when it all succeeds.

Neither is actually the case. The copy is always the most obvious piece of any marketing activity but it is not the only piece.

Here are three other ways any given marketing campaign can fail even with the most brilliant copy:

1) Poor Or Absent Market Selection. Not selecting a target market at all or doing such a poor job of it that you are unable to target it effectively. Most business are not actually in the business of selling to everyone. We don’t sell laundry powder or disposable razors, etc. In most cases there are limits on who we sell to. So being crystal clear about who you are selling to makes the world of difference.

Amazing as it may seem, just getting crystal clear about who you are selling to makes a world of difference to the other people working on your marketing. Matching message to market makes a huge difference to response rates. I’ve seen response rates more than 4X just by simply using laser targeting of markets and matching the message appropriately.

2) Inappropriate Selection And Use Of Media. There are many ways to take great copy and then ruin it with inappropriate or inadequate media. I’ve had clients take strong copy, cut it up and then try and send it as a chopped up sales letter only to see it fail.

Not surprising, because you don’t send one letter to 100 people and expect an avalanche of business. Considering the hurdles involved in getting the sale, I’d have been impressed with an enquiry.

Another supplier of ours sends a 2 page brochure for their marketing services and expects that to impress their prospective clients.

It shows unrealistic expectations. Conversely, I will spend several hundred dollars following up with clients when the cost of sale allows this. The follow up makes a considerable return on investment. It’s when you want massive returns off of small spends that you get in trouble.

3) A terrible offer. Not enough effort invested in coming up with a slam dunk offer will affect the response rates of a campaign. You need an irresistible offer, not an offer that is too good to be true. Cos if it looks too good to be true, it probably is. Irresistible offers are good enough to be true and they gnaw away at people until they respond.

Market Your Medical Business Successfully – 7 Unique Ideas and Why You Should Try Them

The success of your medical business depends on your ability to bring in new patients and to keep the current ones coming back. Why is it, then, that most medical businesses rely on the same old advertising methods to reach patients? Whether it’s listing services in directories, placing ads, or getting any generic website online, when everyone does the same thing, it’s tough to stand out.

Imagine someone searching for a new doctor and being inundated with over 200 listings. With nothing to distinguish each doctor, that someone likely ends up choosing the doctor at the top of the list. Not exactly what you want if your name doesn’t come up first.

The good news is that while people do want a doctor located nearby, people also want a doctor who they feel comfortable around and who they trust. So, it’s clear that your marketing should help you stand out in memorable and friendly way before potential patients start digging into that list of 200 physicians.

Also important is the need to maintain a strong relationship with current patients. Like with any business, your current patients are the ones that bring in the majority of your revenue, so your marketing must effectively remind them about why they’re happy to have you as their doctor, optician, dentists, etc.

Now, if you gave it some thought, I’m sure you could come up with many unique and creative marketing ideas, but I’ll start you off with my top seven marketing tactics for medical businesses. These marketing ideas offer you different ways to bring in new patients, keep current customers enthusiastic and coming back, and, ultimately, maintain a profitable medical business.

1. Share news to keep in touch. According to the Direct Marketing Association, email and e-newsletter marketing generated an ROI of $43.62 for every dollar spent on it in 2009.That’s great news that you can easily take advantage of it.

A short, well-written e-newsletter sent once or twice a year is a great way to keep in touch with patients. Provide them with relevant information that’s important to them. Share your expert knowledge, keep a friendly tone, and within hours you can draft an article. If you’re too busy, you can even hire somebody to write and edit your newsletter for you.

Some ideas include sharing promotions for your services, talking about the newest innovations in your office, including new testimonials from other patients, or providing answers to current health questions.

2. Be social. People prefer to deal with those they know and trust, so get involved in events and functions where potential patients can meet you and get to know you. Regardless of how busy you are, you may be able to fit in one event every two months. Some ideas include participating in a charity event, offering to speak at community functions, or attending church functions. The idea is simply to be out there where potential patients can meet you and get to know you.

3. Do a little direct-mail marketing.Yes, I know that you’re probably already sending postcards to your patients, but what if you offered them something more than just a friendly message? Why not go an extra step further and offer them a great reason to visit you again?

Not sure about what to offer? Think about their needs. For example, an optometry office might offer a discount on lens fittings or for new referrals. You could tell them about the latest innovation that makes their visit more comfortable. Whatever the message is, make it relevant to their needs and offer them a great benefit.

4. Team up. Consider forming a joint venture with another service provider that targets your market, but doesn’t directly compete with you. Find a way everyone can benefit–you, your partner, and your patients.

As a dentist, you could team up with an orthodontist or maybe a medical spa that offers teeth whitening. You can send new customers to them while they refer new patients to you, and the people who are referred can benefit through special savings only available through this referral service.

5. Get a good website up that’s search engine optimized. Like I mentioned before, people go online to look for information. Every day, millions search online by typing in keywords into search engines such as Google and Yahoo. With a website that’s search engine optimized, your site can rank higher in search results and dramatically increase the targeted traffic to your website.

Once people land on your website, make sure your site effectively convinces them that you’re the doctor for their needs. Offer helpful, valuable information, such as information about your services, credentials, or what sets your service apart.

Your website should be professional and engaging. I’ve even seen sites with pictures of unsmiling, distracted receptionists. Not exactly the image you want to communicate. With an increasing number of higher quality websites, many medical businesses can no longer make do with poorly thought-out websites. A well-created site is essential for building trust and for making a friendly first impression on potential patients.

6. Write articles or reportsand publish onlinefor free. You position yourself as a expert in your field, instantly build trust and credibility in the minds of new patients, and you set yourself apart from other medical professionals in your local area.

With numerous free article publishing sites, you also enjoy free, easy advertising when you publish these articles online or on your website. Millions of people go online every day to search for information, and if you can provide valuable information, you’ve just extended your reach.

Plus, these reports and articles continue to work for you long after they were written. Remember to include your name, credentials, office location, and contact information, so there’s an easy way for people to reach you.

7. Give them something to take home. With just an hour a week, you could craft a series of short handouts about important medical topics. When a patient comes in with a particular problem or question, hand them your personally written articles tailored to their specific health care issues. Include information that’s valuable for them to keep around as a reminder.

Because not many medical professionals do this, it can be an excellent way to build a stronger relationship with your patients. Again, remember to include your name, credentials, and office information at the bottom. If the topic is something that, for example, concerns women of a certain age, include a reminder to share this information with those they think would benefit from the knowledge.

In Summary…

Coming up with creative ways to reach your patients doesn’t have to be complicated or time-consuming. Though not all these marketing ideas may work for your medical business, hopefully they inspire you to come up with your own ways of making a positive and memorable impression on your patients.

Dance Studio Marketing – Find Your Target Market

In order to develop an effective dance studio marketing strategy, you must first identify the right families or dancers to target. A solid understanding of your target market will save you money, increase your response rate, and generate a higher return on investment from your marketing efforts and is just plain smart dance studio business management.target-market

Potential paying parents or dancers experience a range of business and personal pains and have different motivations for looking at your dance studio over the others in your area. Your messaging should speak to those pains and motivations; a one-size-fits-all approach will not be effective in driving new students to your studio.

There are two primary strategies that you can employ to reach your target market: PUSH or PULL.

A push strategy consists of:

Singling out specific members of your target market by purchasing lists from list brokers or publications for you local community.
Pushing your message to the target market through print advertising, banner ads, e-mail marketing, telemarketing, and direct mail campaigns.
Seeking a direct response from these prospects to visit your studio, not visit your studio, or sign up on your site to receive direct response marketing.
A pull strategy consists of:

Targeting a broad audience and allowing prospective paying students or parents to “self-qualify” themselves for your dance studio.
Generating “buzz” about your dance studio through PR, community events, online content syndication (blogs, forums, facebook, twitter), word of mouth, and referral programs.
Developing a highly visible brand to pull students in and encourage them to learn more about your exciting dance studio.
Both methods can drive excellent response rates, especially when used in tandem, but in a down economy, pull tactics are particularly effective for dance studio marketing. Why? Because right now, parents are carefully managing their budgets and don’t want to be “sold” to. Instead, they want access to valuable information that will help them make the right choice about where to have their students dance. So the best way to leverage the current market to your advantage is to make your website an oasis of knowledge that will pull prospects to you then encouraging them to sign up for that info and use Dance Studio Marketing Systems to do the rest. It will pay off!