Deciding to use direct mail postcards to promote your orthodontic practice is a wise decision. Postcards can be one of the most affordable forms of marketing. Besides affordability, postcards can be incredibly versatile; giving you the ability to announce a new office opening or new associate coming on board, bring attention to a special feature of your practice, and, most important of all, to gain prospective new clients.
Keeping these points in mind, the layout and design of your postcard is critical to its success. Your call-to-action should be clear and concise, and draw the attention of the reader to take action.
Simple Stands Out
The first thing to remember for your postcard is to keep the copy as short as possible, while maintaining the quality of the piece and the information. You want the reader to understand the offer, without providing too much information. You don’t want to bore the client or even prevent them from reading your postcard. Your content should be focused on a single, compelling call-to-action.
The Bold Print
Capture the attention of your reader with the bold print. You can quickly convey the message with just a few words. For instance, “Summer Savings on Braces” or “Act Now To Receive Your Discount” are both clear ways to communicate the central message. You can provide the details in a smaller font, but this should also be kept informative.
Just The Facts
Make sure that the details of your headline offer only give the reader what they need to know. If you are promoting a special event, give the reader details such as the time, date and location. If you have door prizes or giveaways they should be included with as few words as possible. Only include the contact information that your readers need for this particular event.
This is the most important aspect of your mail. The call to action is critical because it tells the reader what they need to do after reading your postcard. Your website can be used to direct someone for more details
Fonts You Can Read
Fancy scripts might be nice for your Christmas cards, but they have no place on a postcard. Use easy-to-read fonts, keeping in mind that the object is to communicate a lot of information quickly. Arial, Times and Georgia are popular easy-to-read type fonts.
Look For Errors
Triple check your postcard to make sure that it is error free. Would-be clients will have trouble taking your orthodontic practice seriously if there are even simple errors. Spellcheck is only one of the methods of proofreading. Have another person review it prior to finalizing. Have them look for errors in copy, layout and design. Review the contact information to ensure that it is all correct.
If you have covered your bases and followed all of these suggestions, we are certain that your postcard will have a good return on investment.
Many orthodontists have had great success with direct mailing. Conversely, there are those who consider it a waste of time and money. In most cases, those folks have done things incorrectly along the way. Direct mailing shouldn’t be your only marketing piece, but rather one in a series of ways you plan to grow your orthodontic practice. Before you send out that first postcard mailing, you should make sure you have the best mailing list and are willing to commit – regardless of the early returns. If you do this, you will find more success than you realized.
See samples of some of our successful orthodontic postcard marketing campaigns. Click here.
At GetOrthoCases, orthodontic practice marketing is what we do and ALL that we do.