The Tale of Two Dentists...

Dr. Namel and Dr. Ivory are two Dentists locatedacross the street from each other in a high traffic area that is surrounded by affluent neighborhoods.

Both Dentists were certain that having theright location would mean automatic successfor their businesses. To their dismay, patients were not lined up at their doors.Business was not booming.

In fact, potential patients pass by them everydayunaware of their choice of a neighborhood Dentist.Some prospects are vaguely aware that there isa Dentist in the neighborhood,but can not recall the name of the Dentist.

After all, they have not been given areason to take notice.

Dr. Namel decides to spend his wholeadvertising budget on an Adin the community newspaper.The Ad results in an occasional trickleof new patients,but will never bring Dr. Namelall the patients he can handle.

Dr. Namel never receives a return on his investmentbecause his Ads are not effective.

His Ad simply has a picture of him and his contact information.There is no call to action or an effective headline.Furthermore, the community newspaper doesn'tdirectly reach his target market.

Dr. Ivory knows that an Ad in acommunity newspaper will be a waste of money. She wants to reach her target marketdirectly and exclusively.Her goal is to get the most bang for her buck,while positioning herself as THE neighborhood Dentist.

Dr. Ivory decides to use Postcards to market her business.

She knows that she needs to stand out and be remembered.Her Postcard will be competing against all of the other mailthat her prospects receive on a daily basis. Yes, her Postcard has a better chance of being readthan a letter in an envelope.But it still has to pass her prospect's 'so what?'and 'what's in it for me?' tests.

Dr. Ivory accomplishes this by unleashing the power of Postcards.She makes her Postcards extraordinaryby creating Postcard Newsletters.

Dr. Ivory's Postcard Newsletter hashelpful dental care tips on the back. The front of her Postcard Newsletterfeatures her current special. She brands her Postcard Newsletter with her logo,contact information, and tagline.

Dr. Ivory sends the 'Dental Digest'to her prospects on a monthly basis.

Her prospects look forward to receivingthe Dental Digest every month.It stands out amongst their other mail,and they instantly recognize it due to theconsistent layout and design of the Postcard Newsletter.

They enjoy reading the dental care tips and save every issue.They even show their friends the Postcard Newsletterfrom their neighborhood Dentist.

Each Postcard Newsletter builds more trust and credibility.Now when prospects drive by, they look over atDr. Ivory's office and remember the Postcard Newslettersthey are receiving from their neighborhood Dentist.

When it is time to visit the Dentist,they automatically know to call theirneighborhood Dentist, Dr. Ivory.Who else would they trust their dental care to?

When they are asked for a referral to a Dentist,they automatically recommend theirneighborhood Dentist, Dr. Ivory.Who else would they wholeheartedly recommend?

Dr. Ivory now has all the patients she can handle.She also has an extra bonus: constant referrals,and patients singing her praises.

Meanwhile, Dr. Namel looks over at Dr. Ivory's officeand wonders why she always has a constant stream of patients.

After all, they are both in the same locationsurrounded by the same prospects.

Dr. Namel wonders why Dr. Ivory isexperiencing much more success.He feels that he should have all the patients he can handle,since he is the only one with themonthly Ad in the community newspaper.

Everyday, Dr. Namel looks over at Dr. Ivoryand wonders what is the secret to her tremendous success.

Everyday, Dr. Ivory welcomes new patientsand enjoys seeing patients who keep coming back.She has established a relationship with her patientsbefore they ever walk through her door.

Dr. Ivory looks over at Dr. Namel's office and it looks deserted.She wonders why he keeps pouring money downthe drain on an ineffective Ad in the newspaper.

Dr. Namel's Ad costs ten times more thanDr. Ivory's Postcard Newsletter.

Yet Dr. Ivory's results are twenty times more effective.

Dr. Ivory thinks about her secret to success and smiles.She can't help but smile at the fact thata postcard has so much power.And it definitely gives more bang for the buck.

Copyright 2004 Black Unicorn Communications, Inc.All Rights Reserved

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