Chiropractic Marketing - Are You Making These 4 Mistakes In Your Direct Mail Marketing?

Did you know the average person only receives 1.5 pieces of personal mail a week compared to the 10.8 pieces of direct mail they receive?

Naturally, then, a person would be more excited to open a piece of personal mail than mail from the local restaurant or contracting company. Junk mail as what I call it.

As marketers, however, it is our job to try to make direct mail feel more like personal mail than just an advertisement.

When our computers catalog certain e-mails as junk mail, they use distinct characteristics of an advertisement e-mail.

In the same way, recipients of direct mail mentally analyze and catalog each piece of mail they receive daily.

You want your direct mail piece to not contain the common characteristics of a piece of junk mail.

Here are some common characteristics of direct mail and how to avoid them.

When it comes to your chiropractic marketing efforts, one of the best ROI you can get is with direct mail marketing.

But there are some pitfalls that you need to watch out forhere are the top 4 mistakes most chiropractor make when doing direct mail marketing.

1) Using a plain, white envelope

How to avoid: Draw something crazy on the envelope.

Make it colorful.

Make it look personalized. You can send a PINK one or a YELLOW one. And you have to handwrite their address on it.

For my clients, I make it look like I have drawn all over the envelope that they are receiving. It looks like time went into it and that everything was hand-drawn, not printed.

If you have not received anything from me, just wait until you get my patented black envelope. You will look at it and know its personal and youll want to OPEN IT.

2) Labeling the envelope with Company XYZ listed as the sender

How to avoid: I love this stuff. These little tips are what distinguish you from everyone else.

Use a personalized return label. Write your name or your CAs name instead of the companys name. Soemtimes I just label it with the address, the city and the state.

They do not who this package is from, so they are curious. It will stick out like a sore thumb as a piece of direct mail if your name is NOT listed in the corner.

When you do not use a persons name, the recipient will be more curious as to who this person is who sent them a piece of mail; with XYZ company listed, they immediately know why they were sent the mail and simultaneously realize they dont want to waste their time opening or reading it and Youve just wasted your money.

3) Using an automated stamp in the upper right hand corner

How to avoid: Pitney-Bowes automated stamps are great for saving time, but they are not great for getting people to open your direct mail.

Be careful.

A. No one feels special when they receive a piece of mail that has been rushed through a machine.

Sit down and put real stamps on all of your direct mail it will work wonders toward making this person feel like you spent time on them and appreciate their future patronage.

Yes I know it takes time, but it tells them you spent some time on their mail and they are IMPORTANT!

It works wonders when you dont cut corners.

4) Addressing the envelope in printed in a black Times New Roman font

How to avoid: It is incredibly important that when you send out direct mail, you print the recipients address in a handwriting font.

Find a believable handwriting font and use it on all your direct mail envelopes. (I personally use a handwriting service in Las Vegas, NV. They charge you per piece but this is very personal and people like it.)

Have you ever gotten a piece of personal mail that had your address printed in a boring black font on the front?

Most likely not. With a handwriting font, it looks like the letter came from a friend but when it comes to you in blue ink, and its handwritten, you know its personal.

If you follow these tips I have just provided, your letter will definitely look less like a direct mailer and more like a piece of personal mail.

by: Chris Burfield

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