If you’re a dentist, it can be tempting to send out a postcard that simply states all the services your office provides. You could talk about your cleaning and prevention programs, cosmetic dentistry services and extractions and replacement.
After you’re done listing your services, you could ask people to contact your office in-person or by phone. You’ll of course add your logo and possibly a photo of you or your staff.
What’s the problem with the above scenario?
It’s all about you. You haven’t given any thought about your audience.
Sure, you provide an excellent service to your community. But the reality is, so do most of your competitors. And guess what they’re doing? Sending out postcards to the exact same audience. Guess where you’re all headed? Right to my wastebasket.
What you need to do, is think differently.
Take a step back and think about your audience (who you are targeting). Also known as your target audience.
Who are they? How old are they? What is their income? What other habits and routines? What keeps them up at night?
You need to understand your target market to effectively market to them.
For example, let’s look at a postcard design for a dentist in Seattle, Washington that we created.
When we first spoke about creating the postcard, scenario I described above was going to be the outcome. It was going to be straightforward. We would list their services, hours of operation, how to contact them, and that’s about it.
Instead, we took a step back and discussed their target market. We also learned a lot about their dental practice and the primary goal for this postcard. This helped us come up with a game plan that would better relate to their target market and ultimately, be more effective. Sure, we could’ve taken the requirements of the project, did what was asked, and they would’ve had a postcard. The problem is that postcard wouldn’t have done anything for their business. That means it would’ve been an expense (vs. an investment with a return), and they probably wouldn’t have come back to us for more work in the future.
We’ve been in business for 11 years and realize the importance and building good relationships that are successful for everyone. Part of that success requires us to guide a project a successful direction. Our customers are not graphic design experts, but they expect us to be. That’s why they hire us.
Back to the postcard.
Instead of just listing the services, we thought it would be a better idea to offer value to their customers right out of the gate. Their dental practice had been in business for almost 20 years and is well known in the area, so reminding people they are still in business wasn’t going to be the sole focus. Instead, we created four separate offers. There are discounts for new patients, a children’s special, a free toothbrush, and letting people know that they don’t need insurance to become a customer.
On the backside, we listed all their contact information, services, how long they been in business, a map location, their 5-star reviews on Google, and a photo of their unique building. Basically, everything someone would need to know in order to take and be encouraged to take the next step. Speaking of next steps, on the very front we have a large call to action that asks the person reading this to call now and schedule their appointment with a large phone number.
The postcard campaign turned out great and the customer was thrilled with the postcard itself and the results.
Whether we’re designing a postcard, business card, or website we don’t simply do what is asked. We aren’t button pushers, and this is not a drive through. We are consummate professionals that want the absolute best for our customers. We don’t cut corners, and we don’t rush projects to collect the check. We want customers for life.