Your dental practice’s postcard design might look flashy to grab your patient’s attention, but the words you put on it will get her through your office door.
You have a limited amount of space on your postcard – just two sides, with lots of white space. Choose those words carefully to maximize their impact. These best practices will give you a good start.
Write persuasive copy
Many marketers start by basing their copy on a formula called AIDA, which stands for:
- Get Attention
- Create Interest
- Build Desire
- Propel Action
Now, how does that work for building and maintaining your practice?
AIDA gives you a framework for what goes on your postcard. But persuading people to choose you for their dental care is an art that takes skill and time to develop. It’s a challenge made even more difficult by the small amount of usable space on that postcard.
Use powerful words
Words can move hearts and to open or change minds. Think about words that evoke strong positive emotions, like these:
These words will help your patient feel comforted and reassured about your dental practice, your skills and the outcome of what, for many people, can be scary procedures.
Write a stand-out headline
A big headline is a hot spot that acts as an ad for the rest of your postcard. With a single glance, it must grab the attention of prospective patients as they skim through their mail and stop them in their tracks.
Remember those power words from above? Sprinkle them liberally through all of your headlines. They’ll put your reader in the right mood – one you’ve created – to learn more about your practice, about you and, most importantly, about what you can do for them.
Depending on the font and type size you use, your headline should be short, no more than 6 or 7 words. After all, you want your patients to keep reading, which means they’re thinking about and considering your practice and anticipating more details.
Subheads, if you use them, reveal more information teased in the headline. A teaser headline like “Give yourself a healthy smile!” get subhead support from a line like “Take $200 off new patient exams, x-rays, and cleanings!”
They also visually break up your postcard, making it easier for your patients to scan as they follow the flow of your text, images, and graphics across or down your postcard.
How you can meet patients’ wants and needs
Like every other piece of text on your dental practice postcard, the details you include about your practice should be short and sweet.
No gigantic blocks of text, no long-winded descriptions. Save those for your website.
Instead, use bullet points and sentence fragments to share a few basic facts about your practice:
- You and your bio (a sentence or two at most)
- Your practice’s services (the mailing.com postcard template lets you list anywhere from 4 to 8)
- Your offer (minus any terms and conditions)
Remember, the key is to answer a few questions for your patient, relieve any remaining concerns and keep them reading.
They should understand – quickly – what your practice is all about, what makes it special or different from all of the competition. Most importantly: what you can for them.
People want to know “What’s in it for me?” from the mail that they read. Let them know by describing – in as few words as possible – how your practice stands out and benefits them!
Taking the next step
Once you’ve motivated your patients to act, make it easy to take the next step, like scheduling an appointment.
Whether you prefer to have them call or visit your website, your call to action should be easy to find. Set it apart from the rest of the copy and other elements on your postcard. White space makes this job easier for your patient’s eyes.
Remember: Your direct mail piece has only a few seconds to get your patients’ attention, to persuade them to continue reading and then to prompt them to act. Make the most of your words!