In internal dental marketing, you need to find ways that you can advertise your services to the public effectively. One of the ways that people solve this is through ordinary advertising. But there comes a time when ordinary advertisements seem to be insufficient. The internal dental marketing business demands that your readers get the core message that you want to reach them quickly. So this is where the power of stand-alone inserts comes into play! Internal dental marketing should be combined with such inserts, and I’ll show you why…
Advantages of independent inserts:
Here are the advantages of stand-alone inserts in internal dental marketing:
Advantage #1: Read more!
People tend to read more about stand-alone inserts. When an ad or direct mail piece doesn’t work, most people tend to immediately look at the sales copy in the ad or direct mail piece. However, you should always remember that the key factor n. #1 for any direct mail ad or article to work is NOT the copy, but the READERS of the article! This means that the value lies in the attention span that people pay when reading your article.
Advantage #2: They are more profitable!
Sometimes you will find that you can place an ad that is a quarter page ad, but on the same paper, run a standalone full page insert. You may ask why this is the case… I have no idea. But somehow it tells me that I should run the standalone insert!
Advantage #3: You can send the same list weekly or monthly for as little as $800!
I just got off the phone with Dr. Ron Senn. He was telling me that he can reach 14,000 homes for $800 dollars. Amazing! We’re talking about rotating 14,000 different ones a week… or posting a different ad to the same 14,000 each week. The idea was that he can run a weekly standalone insert (find 4 recipients and rotate; or 1 recipient and rotate who it is sent to) for just a tiny $3,200 bucks!
Advantage #4: You can tell more than one story!
One of the big things missing when running smaller ads is the full story. That’s one of the main reasons we like to “generate lead”. The other reason is the “time” when people are interested, but aren’t ready to call the office right now!
The conclusion is…
The great thing about running a freelance in-house dental marketing insert is that you have PLENTY of room to tell the story, educate, stir up issues, and provide really great benefits and reasons why they should call you TODAY! When I read most dental ads, they’re missing the “hook,” or the reason why people should continue reading, be interested, or bluntly care about this ad you’ve placed. The key to taking advantage of this is to make your ad emotion-based, special interest news, pain-based, testimonial-based, or “celebrity-based” (become a celebrity!). There are more ways, but the bottom line is that when you’re looking for ideas of ways to rotate “what” you’re going to place, then it’s a good start.
So always be creative. Imagine if a reporter was sent to his office to tell the world how great you and your office are. Wouldn’t that be great? That’s the kind of stuff that people actually read. So go for stand-alone inserts now and be smart about in-house dental marketing!