1) Demographics, demographics, demographics
The mail list you use must be current, it must pinpoint your target audience by
age and financial standards, and it must be geographically within reach of your
practice. High quality lists beget high quality clients.
2) The message
Your ad must grab the reader with a message that simply cannot be ignored. A
well written piece is a voice that rises above the crowded clatter taking dead
aim at the intended receiver. The goal – the only goal – is to induce the reader
to initiate contact with you. The ad does not sell them: that’s your job. The
ad sells the need for more information.
3) Your attitude
The most common mistake producers make in initiating direct mail campaigns is
listening to others who set expectations too high. Forget the empty promises
about how an occasional mailing will keep you busy all year. Producers that are
successful using direct mail understand it is an ongoing business building
activity. By budgeting a fixed amount each month and sticking with it, they are
eventually richly rewarded. Anything less than that commitment is destined to
fail.
The Company that Follows the Rules:
From the thousands of direct mail and email companies clamoring for your
attention, we recommend only one, CIS. Over the years, we have worked with
dozens of direct marketing firms and while the results with some were
acceptable, most were disappointing. So it is with pleasure that we introduce
you to CIS. With nearly 30 years of history, CIS is the undisputed leader – the
Mercedes Benz – of the direct mail industry. A testament to their strength is
that 80% of their business is from referrals.
Further, we recommend that you pick one message from our direct mail
messages. Each was carefully selected on the basis of their effectiveness in
the field over a long period. We know they work.
Don’t attempt direct mail campaigns without personalized support from your BHC
sales consultant. They are well trained to answer all your questions and guide
you through a successful and profitable marketing experience.
Follow these Steps:
1) Choose from one of our Direct Mailers.
2) Complete the CIS order form and fax it to BHC (775-262-8239) for processing. .
