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The Pen Is Mighty

Posted by Ilena Di Toro | Posted on June 19, 2018

Like most business owners, you want to promote your business in a way that isn’t expensive but still gets results. Well, there’s something out there that can promote a business and is quickly noticed by consumers – on a budget. It isn’t a mobile app, nor does it involve social media. In fact, this tool is hundreds of years old.

“What is it?” you ask. “Tossing messages in bottles into a body of water and hoping that someone finds the bottle?”

No, it’s a postcard.

I’m not talking about a “Having a great time. Wish you were here.” postcard. Rather, a postcard that is related to your business. The great thing about postcards is that they aren’t in envelopes. They are cheaper to mail. In addition, a postcard is just one piece of paper. All a person has to do to read the message is turn it over to the opposite side. A letter has to be opened first to get to the message – that is if the person who received the letter thinks that it is important enough to be opened.

Still, postcards aren’t immune to the circular file (trash can). So, how do you take advantage of this simple marketing tool? By doing these things:

Address the Customer by Name
As in “Dear Bill” or “Dear Lisa,” not “Dear Sir or Madam” or “To Whom It May Concern”. My name isn’t Whom and I’m still feel that I am too young to be addressed as “Madam”. Most likely your patients feel the same way. So be sure to start your postcard message with the person’s name.

Write the Note by Hand
Really. I’m serious. After all, when was the last time you received a handwritten note? It’s been a while, hasn’t it? It’s probably been a while for your patients, as well. The message doesn’t have to be long. “Eye see it is time for your checkup” (Puns work.) If time constraints prevent you from writing each postcard by hand, pick a few and add a personal note, like: “I’m looking forward to see you again.” “Hope all is well with work/school.” Since handwritten notes are few and far between, your message will stand out because of its rarity.

Use First Class Stamps
Yes, it is more expensive than bulk mail but it has a more personal, less junk mail, look to it. You want to give off a vibe that is personal and bulk mail won’t cut it. In addition, the benefits to first class mail is that it includes “return to sender” if the address is no longer valid. This helps you keep your mailing list up to date.

Do It Again
If you want your postcard marketing to be successful, you have to do it more than once. Patients need to see the name of your practice over and over to build familiarity. Of course, if you send out postcards too often, then patients will ignore them. Start by sending your postcards twice a year and work your way up to four times a year. You may find that twice a year works for you or you’ll see that four times is best. Whatever works, keep doing it.

Postcards are an inexpensive way to market your practice to patients. Part of its appeal is that it is low tech. If you start seeing your patients bring in the postcards, then you know that you have done something right.

Sources:
https://www.businessknowhow.com/directmail/postcards/mistakes.htm

http://smallbusiness.chron.com/promote-business-sending-thank-card-10479.html

https://www.oen.org/2013/11/23/5-handwritten-thank-you-notes-that-earned-at-least-5-loyal-clients/

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