EDDM™ for Dentists: What Should the Text Say?
Published by
Chris Barr
on
The text on any advertisement should be carefully planned. Making a lasting impression on a prospective patient is a critical factor to any campaign's success. Once you have attracted your prospective patients' attention (with your carefully written and designed mailer), converting them to patients will be simple. Your mailer should reflect your practice and your business principles and offer compelling incentives.
The wording (also known as copywriting) is very important when trying to attract your patients to your practice. If they feel that you are extending a great offer to them, then they are more willing to try out your services. Who doesn't want to have a great service done while being able to save money? Patients are looking for key words on advertisements that will present a great opportunity - words such as free, bonus, special, deal, and coupon.
Make sure to use adjectives that flatter your practice and encourage prospective patients to look into your services. Words such as "dependable", "reliable", "affordable", and "friendly" are some great words to start introducing onto your Every Door Direct Mail™ offers. These keywords give off positive connotations which encourage your prospective patients to associate good things with your practice.
Since dental services tend to be in the higher price range, the offer that is presented should be of great value but not giving too much away. When you offer a deal that is great to a new patient, and advantageous to you, you will gain their business. When choosing the right offers to include on your flyer or mailer, they have to be carefully chosen so that they will apply to everyone. Some great suggestions on what offers to include would be "Free X-Rays with any cleaning service", "$25 off an automatic toothbrush with any service", or "A free consultation for cosmetic dental surgery". These are great ways to attract new patients have them feel satisfied with the results. That's also how these new patients will be converted to loyal patients.