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The Chiropractor's Valentine Referral Makeover!

By David Frey

Last week I received a tri-fold flyer in the mail from a local chiropractic clinic that included a Valentines special offer.

Of course, I'm always interested in marketing efforts from chiropractors for three reasons:

1. Most chiropractors are starving for new patients and unlike traditional medical practitioners, chiropractors have to work to get their patients.

2. Because chiropractors are starving for new patients, there is no shortage of consultants that sell their solutions and programs to that industry.

3. Because of reason # 1 and # 2, nearly every marketing effort that comes from a chiropractor is almost always a result of using some marketing consultant's solution.

Sooo, I'm always interested in seeing chiropractor's marketing campaigns and systems.

I hope that makes sense.

Anyway, back to my story.

I received a flyer in the mail and opened it up. It was a referral offer that was printed on pink paper (Nice Valentines touch).

Here's What the Chiropractor's Valentine Flyer Said...

It said...

A Valentine's Special

Refer someone you love or care about to our clinic between now and March 31, 2005 and receive a 30 minute massage absolutely FR EE as our gift to you for your trust.

In addition, tell your referral when scheduling to mention this Valentines Special and they will receive their initial exam (a $150.00 value FR EE)

Happy Valentines Day from all of us at Doctors Chiropractic Health and Rehab Center.

The text used a script font.

Would you like to see the flyer?

Here it is --> http://www.davidfrey.us/recommends/valentine

(Copy and paste the link into the browser)

NOTE: Keep reading to see my complete makeover!

What Kind of Response Do You Think This Letter Got?

Well - - I can't answer that for you, BUT I do know that whatever response they received it could have been much, much, much better.

But first, here's what was GOOD about this referral letter.

 Good Point # 1

This chiropractic clinic is actively marketing their practice. Good for them! This clinic gets an "A" for effort. Do you know how many businesses just sit on their laurels and don't do a blasted thing. (It's no wonder so many businesses go down in flames)

Good Point # 2

The letter followed a holiday theme and tried to take advantage of a holiday opportunity. Excellent! More small businesses should be seizing holiday opportunities to "tie in" their promotions.

Good Point # 3

The Health Center used a great offer. A FREE 30 minute massage for Valentines. Excellent offer! A FREE visit for their referral. Nice! (this clinic understand the lifetime value of a patient concept) And a deadline with their offer. Smart!

Here's Where This Campaign Goes Down in Flames

Even when you do so many "right" things, your campaign can still go down in flames.

The following are several areas where this referral campaign could have been significantly improved.

Improvement Suggestion # 1

A tri-fold flyer can work, but not when you're making a kazillion copies of it on a copy machine, using regular paper, and sending it to a cold list. (I know, I made this mistake several times back in the early 90's)

Heck, they paid $.37 for the mailer. They should have just printed it out on a nice laser printer and put it in a business envelope with a simple return address and no teaser copy.

The recipient would have still had to open the envelope (like the tri-fold flyer) and it would have given a much more professional look and feel.

Improvement Suggestion # 2

Personalizing letters always nets higher responses.

Instead of just mass mailing it to zip codes, they should have spent the money that they wasted "spraying and praying" and purchased a more targeted list of potential prospects.

Improvement Suggestion # 3

This is a biggy so stay with me.

Instead of offering a referral reward based on completed performance (a converted referral) they should have considered giving a reward based simply on people giving referral names.

Then the center could have taken those names and done an endorsed testimonial letter to the recipients.

(This will become more clear when you see my referral letter makeover.)

What this does is...

1. Puts YOU in control of the referral process instead of relying on your customers to do the talking for you.

2. You'll simply get more qualified referrals. That's the bottom line. It lowers the barrier to giving a referral because it makes the reward more attainable for your prospect.

3. It provides a second-step marketing process in which you can send an endorsed letter from a friend, which is 100 times more powerful and persuasive than a cold "first contact" letter.

Improvement Suggestion # 4

This referral flyer could have done with some better "reason why" copywriting that built up the value of the offer.

Remember, the more valuable you position your incentive, the higher response you'll enjoy.

You've got to position your incentive as though you'd be stupid not to want to get it.

In this case, you could easily tell a story to build value into the incentive (as you'll see that I did in my makeover).

Improvement Suggestion # 5

Including other "loose" forms in your mailing tends to get people more involved in your offer (that's why so many copywriter use "lift notes" in their mailings).

Why not include a "referral form" that allows the recipient to fill out the form and bring it into your office in exchange for the incentive.

Okay, Do You Want to See My Chiropractic Referral Letter Makeover?

Here it is...

The referral letter http://www.davidfrey.us/recommends/letter20

and the...

Referral form http://www.davidfrey.us/recommends/form20

If you print out this letter and form you'll notice several things:

1. The letter starts out with an intriguing, benefit-laden opening headline that grabs the reader's attention.

2. The headline includes a warm photo of the chiropractor that builds trust. (okay, it's a photo of me - - the real chiropractor is probably a lot better looking)

3. The letter immediately launches into a "value-building" story. Stories build credibility, and get the reader deeply involved (oh...and stories sell!).

4. The sub headline almost forces the reader to read the offer paragraph. The offer paragraph builds scarcity, which prompts people to take action.

5. The form is a separate document. It forces the reader to look at it. It also serves as a great response device.

6. The form has a space for leaving positive comments that we can use to build a testimonial letter that we'll send to each referral.

Now Here is One Thing that I Didn't Do...

I didn't include a description of the offer that you'll give to the people being referred.

People who are giving referrals ALWAYS want to know what you're going to do with the names that they give to you.

They want to know how you'll contact them.

They want to know what you'll say to them.

They want to know how you'll treat them.

If I had more room on this letter (and more time) I would have included a paragraph that answers these questions.

This would further serve increase trust and pull down the barrier that is always there when you ask people for a referral.

How Would You Like to See 105 More Referral Strategies Like the One I've Explained to You Today?

This is just one of more than 105 referral strategies that you'll find in the Instant Referral Systems program.

You'll be amazed at the different and unique referral systems that you'll learn from this program.

Many of the referral systems in the Instant Referral Systems Program are much more powerful than the one I've explained to you in this article.

If you're a retailer, independent professional, or small business owner and you haven't invested in the Instant Referral Systems program, you're losing out on a LOT of referrals, even as you're reading right now.

So visit the link below and learn more about the Instant Referral Systems program right now...

http://www.InstantReferralSystems.com

To your success.