Chiropractic Direct Mail – Using “Dinner Seminars” to Find New Patients

Targeted marketing has become extremely popular in recent years because it is highly efficient in attracting potential patients from a specific or ‘targeted’ group of people. Instead of reaching out in the media on a national or regional level, targeted marketing either focuses on groups of people within a larger group or individuals with a group.

Direct mail is one of the most effective forms of this type of marketing scheme and it is being used successfully throughout the world to grow businesses up quickly. But direct mailings are not only utilized by businesses. In this competitive world we live in even doctors and clinics need to vie for patients as well. The form of targeted marketing that a doctor would use to find new patients is known as ‘batch targeting’ and this is where direct mail comes to the forefront.

Various groups of individuals are identified in relation to a doctor’s specialty and a mailing goes out based on the criterion set forth. Many doctors are using workshops or seminars to attract new patients and currently “Dinner Seminars” are a hot item. Chiropractic offices can benefit from this type of marketing because they can utilize the banquet room where the dinner is being held to put on a presentation. Various forms of multi-media presentations are set up and the doctor has a captive ‘audience.’

Everyone likes to get something for nothing. While dinner seminars may be expensive, they are not nearly as costly as wasting advertising dollars by using ineffective mediums to get the message out. A seminar can be by invitation only and those ‘invitations’ can be direct mailed to a targeted group of individuals. Often times the banquet manager can be of assistance in identifying target groups of prospective patients. That is one of the tools of their trade.

Once the meeting location has been booked and a targeted group of individuals has been identified, the next step is to design the practice growth flyer [out] or invitation. This is where the assistance of an experienced and reputable printer comes into play. A good printing company will know what you are looking for and they have the experience to walk you through the process of setting up the flyer. They will know what kind of copy to use that will grab the attention of potential chiropractic patients.

When investing in a dinner seminar, it is important to make sure the invitations are accepted. There will be no seminar without attendees. Again, an experienced printing company knows how to set up the flyer so that the invitation becomes almost irresistible. The printer sets up the theme in such a way as to make the invitation as enticing as possible. People who get the invitation in the mail will want to be there, if for no other reason than to get a free meal and a little socializing.

Once the printer has done his job it is up to the Chiropractor to ‘sell’ his practice at the seminar. Effective direct mail marketing can bring the potential patients in but it is up to the Chiropractic staff to convert diners into patients.

Network Marketers: Are You Destroying Your Company’s Image On Facebook?

I received an interesting message last week from a Facebook contact of mine, someone who knows I coach/speak within the network marketing profession and that I’ve worked very closely with the top leaders in one particular company for almost 10 years.

She shared that she had been “friended” on Facebook by a few different reps from this particular company. Once they were part of her network – these individuals promptly added her personal info to their email lists (without her permission) and proceeded to bombard her with promotions related to their products and business.

Not only is this practice a big on-line “no-no” (known as spamming) but these consultants also neglected to include an “opt-out” link or any easy way for my friend to get OFF their email list (another big no-no) – which of course, only compounded my friend’s frustration. She reached out to ask if I knew whether reps were being “encouraged” to use these tactics by the leaders in the organization, as it appeared several of them were doing so.

Knowing the company in question (and both the corporate and field leaders to be total professionals with the utmost integrity) I assured her I was certain this was NOT a policy encouraged within the organization, but rather the result of some overly enthusiastic (and likely under-educated) consultants excited to make some new sales.

I shared there were undoubtedly reps from numerous other network marketing/direct sales companies making the same mistake, and encouraged her to not let this experience reflect badly on the organization as a whole. Nevertheless – the damage was done.

My friend removed these reps from her network and confided in me she would never do business with them or the company. Frankly, I can’t say I blame her. Although a relatively “minor incident”, it does make me wonder just how frequently is this kind of business-building behavior happening on sites like Facebook, and how costly it is to a network marketing company’s image overall?

I’m sure we all agree that the internet (and social media sites) provide ENORMOUS power. You can spread a positive message about the value of your products and business opportunity to thousands of people (who might never hear of your business in any other way). When your prospects and customers have a wonderful experience – the resulting “good press” can spread like wildfire, boosting a company’s image and attracting new sales and business for everyone.

On the flip side, when someone has a crummy experience (as did my friend) the compounding effects of bad press on the internet can cause exponential damage. Bad news seems to travel faster and be repeated more on the internet – so even a few instances of “poor business practices” by even a handful of consultants can rapidly tarnish your company’s image- costing EVERYONE in the process.

The internet provides a massive magnifying glass – accentuating the positives (or the negative) aspects of any organization to the world. For that reason – I strongly encourage ALL network marketers to get educated about “best practices” on-line. You can create enormous value for your prospects, build positive PR for your company AND still make lot of sales and money if you truly understand some fundamental keys of “on-line marketing”.

Here are a few important keys to know when networking on Facebook and growing your business on-line.

1. Gathering People’s email Addresses and Blasting Them With Unsolicited Information is Illegal

Otherwise known as “spamming” this practice is illegal and monitored closely on-line. The CAN-SPAM Act is enforced by the United States Federal Trade Commission (FTC), and the Department of Justice has authority to enforce criminal sanctions (and fines up to $11,000) for each instance. Ouch!

One of the most common spamming violations involves “harvesting email addresses from websites or web services” and then using these to contact individuals for commercial purposes (which is exactly what you are doing if you are taking people’s email addresses off their Facebook profile, website or business card – and then adding them to your own email list without their permission)!

Besides the obvious legal issues – you also risk having your own email address or system being “shut down” by your provider. Both internet providers (like your local cable or DSL service) AND email systems (like Constant Contact, AWeber, etc) carefully monitor spam reports and complaints, and if there are too many associated with your email account, they will shut you down making it impossible for you to send and receive ANY email (even legitimate ones) to your contacts, customers and team.

Considering how much time and hassle it is to set up a new email address and notify all your contacts (not to mention the leads and business you’ll lose in the process) this situation is just too costly to your reputation, bottom line and business growth. Don’t do it!

2. Blasting People With Emails They Haven’t Asked to Receive is Highly Ineffective

How do you feel when you scan your inbox and see a handful of spam messages? Most of us feel a sense of annoyance, quickly delete them (or mark them as “spam”) and move on. You can be sure your contacts will do the same. If you are blasting your contacts with email promotions and messages they didn’t ask to receive, you can be sure they will ultimately ignore and delete your messages (but not without first connecting some of those same negative feelings to you and your company in the process).

A smarter (and much more profitable) approach is to create an “Opt-in” or “permission based” email list, consisting of qualified leads which have WILLINGLY given you their emails and contact info. This is the PROVEN way to build a network of prospects on-line that actually covert into paying customers (and even business builders).

These contacts WANT to receive information from you – and generally respond very positively to product offers, etc. A small list of these kinds of prospects will generate many more sales and higher returns than a LARGE list of “spammed” contacts every time.

3. How to Create a Permission-Based “Opt In List” That Builds Good Will and Generates New Sales and Biz Opportunities

My own “opt-in” email list of targeted prospects (which has been the foundation of all my marketing efforts over the years) has generated hundreds of thousands of dollars in sales for me, this is a system you can create too! In one of my current coaching programs, I’m helping network marketers to implement some of the same strategies I’ve used to build a qualified email list and set up a system to generate new sales and income.

There are TWO cardinal rules to keep in mind when using this approach:

~Invest in Building Strong, Personal Relationships With the People On Your List.

People do business with people, so make it your #1 goal to build strong personal relationships with the contacts on your list. Engage them, share about yourself, be authentic and always operate with integrity. Do this well and your contacts will learn to know, like and trust you in a way that leads to long term sales and business opportunities for you and your company!

~Create Value First!

The most effective way to sell products and find new business partners is to CREATE ENORMOUS VALUE for your contacts in the process. This approach doesn’t only “feel good” – it builds a very positive image about yourself and your company while drawing many more leads to you (who, in time WILL buy from you and become more interested in your business opportunity).

The fastest and most effective way to attract qualified leads to opt-in to your email list is to give them something of value (for free!) in exchange for their contact info. My students do this in a variety of ways, including offering:

a) Samples of free products. You don’t want to break your bank account obviously, but people love to get free (or great deals on) cool products! If you can afford to give away some “juicy offer” (a simple sample or great discount on products) you can use this kind of offer to attract qualified leads to join your email list (where you can continue to build a relationship with them, add more value, etc)

b) A FREE subscription to your a monthly newsletter (or ezine). This is a proven tool many network marketers are now using to build strong relationships and provide on-going value to the contacts on their email list. In each edition, you can share some brief personal news, include some useful and relevant tips AND generate some new sales with additional promotions related to your business.

c) Give away valuable and relevant content. People are constantly surfing the internet looking for great “how to” information. One of the most effective methods to build a targeted list of ideal prospects is to offer valuable free content on a certain subject.

You can compile a simple report such as… “3 Common Mistakes Women Make That Age Their Skin Prematurely”…or “3 Weight Loss Myths That Keep People From Getting Fit and Being Healthy”… – tips and resources that would be of interest to your ideal prospects AND give you an opportunity to educate them on the value of what you have to offer too.

You can then create a simple “opt in” form on your website where your leads can join your list to receive the report. Once on your list, you can continue to build a relationship, add more value (such as providing additional tips, your monthly newsletter, special discounts and offers, etc) all while continuing to educate your contacts on the value of your products and business.

Several network marketing/direct selling professionals are already using strategies like these to build a large email list of qualified leads (people who actually WANT to receive your information!) and set up a system that converts them into new customers and business builders.

Gift Vouchers And How To Use Them For Marketing

Gift vouchers are a way to improve your sales and profits. How you ever tried gift vouchers as a way to get more new customers? If not, then I think it’s something that you should be considered doing. Vouchers can be an excellent marketing strategy if you know how to do it right.

So what is a gift voucher? Well a gift voucher is something that operates somewhat like a gift card. You can redeem them in stores, and as a result, you get to choose items that cost below what your gift card is worth

Implementing vouchers in your business is something that works in the same way too. You can mail out gift vouchers to your select group of customers, and tell them that they can redeem it in your store for a purchase of some sort. If there are a lot of items that you want to get rid of in your store, then running a voucher campaign can be a good thing to do.

When it comes to making your voucher worth something, you may want to take a look at how much the products in your business costs. If the majority of the products in your store costs $40 – consider offering a gift voucher for around $20. This is a half-off deal, but if it’s something you want to get rid of quickly I think it’s something that you will want to look into doing in your business.

Another way to market your gift card is to offer them when selling high priced items. You can offer a $50 give voucher at a restaurant for any one who makes a purchase of $1000 and above. To make this work, make sure the restaurant is something that is well known in your area. Plus, make sure that your $1000 product is perceived as something that is incredibly valued.

Gift vouchers can be done with these tips in mind. All it takes is a little creativity and a good offer, and you can use this technique to your advantage. The bottom line is that gift vouchers are a great way to boost sales, and it’s something that you should be using in your business today. If you’re stuck on ideas on how to offer your vouchers to the world, then review these tips for ideas.

When giving out the voucher, make sure you don’t do it for something this isn’t cheap. Use it to inspire customers to make a large purchase, and tie in your voucher so that you can get a high priced sale, all while redeeming the coupon at the same time. So it’s a win-win situation for both.

Don’t overlook the power of using vouchers in your business. The way that you see gift cards being promoted everywhere online and offline – you want to promote your voucher in the same way. This way you can know if whether or not the venture is working for you.

Use these tips for gift voucher marketing to boost your sales and profits in your business. A gift voucher is something that many people overlook when it comes to marketing their business, but you should know that it can really turn your business around slowly but surely.

Good luck with using gift vouchers in your business today.