The following article appeared in my printed publication, the Direct Mail Profit Insider. This is an advanced publication concerning the smart deployment and use of Direct Mail to grow your business - whether you're a Dentist, Financial Advisor, Chiropractor, Baker, CPA, whatever... Subscription information is available here.
If you are in the enviable position of already having a list of folks who’ve voted with their cold hard cash to buy something from you, I’ll tell you without a doubt, the easiest way to make more money faster and with less effort is this: Sell something else of value to the same group. Something related. Something that scratches their biggest itch or cures their biggest pain – maybe even addresses and solves their biggest fear(s).
One of my top financial advisor clients, in mid-December, mailed a letter to all of his clients about a unique opportunity to claim an annuity, that was limited entry (only a certain number sold and only for a limited time thus using scarcity as a sales tactic to increase response – both very, very powerful) and paid 3.5%. They ended up with a HUGE ROI. Their response rate was about 3% to their house list. In mid-December. $50,000 minimum investment.
The best part: there was no sales resistance. No waiting. It was, “I’ll transfer the money to you tomorrow.” Slam. Bam. DONE. I estimated he garnered about a 30:1 ROI after all expenses.
It opened his eyes to making sure he had an offer ready to go every month for his clients to review and look over. Something I’d suggest for you, too.
I have a number of Members in my ClearPath Society® that are on to this. Every month, they put an offer in front of their patients to consider. Some buy. Some don’t. Every month, it more than pays for the mailing, and, makes better buyers out of their patients, too!
While not all will have response rates and ROIs like that, it doesn’t take many to make it worth while. It’s paper, ink and postage. Having that client list is nearly as good as having a pot of gold.
FOR DENTISTS: If you're a dentist reading this, click on the underlined words here (brown font): Denture Partial Referral Letter to download my 'Month of Love' letter you can send to your denture and partial patients - all those folks you've made dentures or partials for. It's a super easy and slick way to generate some more denture or partial business, plus, reach out to those folks who've helped you build your business! (Oh, and I even slip a "referral request" in there, too!) I wrote this letter for a ClearPath Society Member of mine. Last year, he sent it out to a small group of his denture and partial patients. He started a number of new dentures as a result, and, banked a nice chunk of dough! Maybe you will, too? Oh, and if you'd like a constant stream of ideas, strategies and tactics for making more money in your practice, check out my ClearPath Society!