An Appointment - On A Postcard...

Over all the years, I have mentioned more than a few times, that I am a Phenomenal Postcard fan.

As long as you have the target prospects' names and addresses. And the clients have a very worthy product or service.

And are willing to make an irresistible offer (financial, emotional or both). Have a "scarcity factor" and give away something useful with a perceived high value.

Adding a "no weasel" guarantee. And testimonials.

And the clients agree to send up to 7 plus postcards - or until the response goes negative or the recipients tell them to stop sending ...

...the odds are you're on the road to a good, excellent or an outstandingly successful campaign.


You could suggest that any Ad campaign that "adjusts" to the above criteria should also have favorable odds.


But Postcards are relatively inexpensive to "test." They can be budgeted for most advertisers. And the results and the boost in revenues are usually extremely fast.

Best of all - the Postcard "message" is virtually impossible to ignore (it's difficult to bin it without glancing at it).

And in the increasingly impersonal, digitalized, "automated" Ad world - they can make a refreshing change for the potential customers.

It's unusual to get a one - to - one personal "we really do care about you" type Ad popping through their letterbox rather than "here's another pitch we've sent to 100,000 people" email queuing up in their inbox.


If you follow the reasons why you sent your family and friends friendly, "Wish You Were Here" holiday postcards it helps keep you on track.

(they know you cared enough to send it. And told them the wonderful time they would have. And you wouldn't be sanctimonious to send them to people who had no chance of enjoying it all).


A campaign that can create rather astonishing results is "Your Appointment is Due" Postcards.

The ones you should get from - Dentists, Doctors, Chiropractors, Psychotherapists, Opticians etc.

As well as - Car, Home and Gardening Services. In fact any type of Maintenance or Ongoing Service.

The list goes on...(there's never a shortage of potential clients - consumer and business).

Many advertisers do send them. But they tend to be a little generic. And don't fully extoll the exceptional advantages the customer will experience.

They may remind the customer of the "need" but the copy is not powerful enough - and customers go to a more compelling competitor.


So, here are a few guidelines to create the "Appointment Postcards" to maximize the response for your client.

It's great if the front of the card has a picture of the staff in the gleaming offices surrounded with the latest "equipment" - with big welcoming smiles.

If possible with hands beckoning the customers to give them a call. The idea is to show the customer that they are all ready and waiting to "give an exemplary service."

The copy starts by saying their "appointment" is due at or by a certain date (this can be handwritten - with the name of the appointment scheduler typed underneath). There should also be a reference number. Ask the customer to phone. And quote the reference - which helps track the response.

List 5 - 7 major and irresistible benefits that the customers will receive. Including a guarantee.

And diplomatically list 3 - 5 dilemmas (and if appropriate possible catastrophes) if the customer doesn't make an appointment - and why the practice/company would never, ever want them to experience any of these awful problems.

Mention any new facilities that are now all set to make life so much easier for the customer.

If there is a charge for the Appointment you can mention it - maybe with a loyalty discount for being such a brilliant existing customer.

Indicate that because of the company's exemplary reputation, service and expertise / the current necessity / time of year/ etc. - appointments are booked quickly - and the customer should call within a specific time span ensuring they can be safely "booked in" - and won't lose out.

For doing this, offer the customer a suitable "gift" to acknowledge how important and how much the practice/company appreciates them.

Without knocking the competition - indicate any USP, the extra service, care and commitment that is given to all their valued customers.

Remind them again - that they are a VIP - and to phone and ask for the named person stating the reference number - to book their appointment.

And how much everyone is looking forward to seeing them.

Then 2 - 3 short testimonials proving how superb the service is.


In essence the copy should be crammed full of empathy and understanding of the customers needs.

And that the practice/ company is perfectly positioned and totally dedicated to deliver all of them.


Steve


P.S. Don't make the Postcard a "standard" size - it'll be too "samesy" much like others "pitch and miss" style.

To fit all the above on a Postcard - it will have to be bigger and of course 1,000 leagues better - because you've made your copy spellbindingly good.

If customers don't respond on the first card - have follow up cards with slightly different copy - "You may have "missed" our last card, we genuinely and sincerely care about you - so here are all the important reasons why we're sending it again..."



P.P.S. A special "secret" to ensure a Postcard is read. Put it in an envelope.

Because when you feel a card inside an envelope - you are almost certain to open and read it.


P.P.P.S. You can create an highly lucrative business just by doing "Appointment Postcards"

You can charge a set fee.

Ideally, you want a fee plus a share of the increased revenue the client makes.

This "extra share" can be quite dramatic - not just any appointment costs, but the necessary treatments, work, repairs, replacements and new items.

When I go to the opticians, I pay for the eye sight test and invariably get a new and a spare pair of glasses. I don't remember spending less than $1,000.

And what if a customer goes for a car service appointment and decides to buy a new car?


With all your clients...

Take the time and effort and make sure - you create an unbreakable bond with a titanium coated unshakeable trust.

Not always easy.

Some may let you down - but as you become an indispensable money maker for them - the more honest they'll be with you.

To prevent hassles - it's imperative that you tactfully "teach" the client and their staff to always be true to the copy - to be exceptionally caring and helpful to all the customers AND accurately measure the complete response.

It lets you make any adjustments to improve it.

And helps ensure you get paid the correct amount. You can see the added importance on this if you have an "arrangement" for the extra spends. Keep "thanking" the response collater - regular tokens of your appreciation goes down well - and keeps them happily focused and on your side.


Look at the whole scenario like this - if you're a chap - become the clients and staffs advertising "Brother in Arms."

If you're a lass - become the clients and staffs advertising "Sister in Arms."

Be willing to go the extra mile by offering all the advertising, sales and marketing acumen, tactics and techniques you possibly can. The client and staff gently learn the best avenues in "selling" what the customer needs and wants.

It's second nature to you - but so enlightening for the client particularly when they see the continued boost in sales (and greatly helps prevent any "grumbling" when they cut you a large check if you have an "arrangement" for the additional spends - they know you played a huge role in making it happen).

Being part of and contributing to the "family" or at least being an honourable, essential and vital expert, comrade, friend and ally - is an excellent way to get paid on time, every time.


One thought you may have - for no good reason - "families" can deal you out. And just use the Postcards without playing fair with you.

To bullet proof this - you can have a "best for all" written agreement which might include having the Postcards (c) in your name.


Fortunately it's rare, but if a client rips me off. I'll try and have a "pleasant" conversation to put things back on an even keel. If that's not possible - I would rather avoid the unpleasantness and just move on...

There is an abundance of great clients out there.


Of course please use any of my ideas.

But importantly, if anyone else has their unique thoughts - book your own appointment and type away...