If you missed the last post, check it out for your colleagues’ insights on using postcards to boost business. Here’s what two more of our customers had to say about how they do it.
Victoria Hux sent a postcard announcing her “Buy 5 massages, get $25 off” package. Even though her clients can buy the package anytime, her phone started ringing after the mailing, and her sales took a jump. Victoria also has a unique approach to referrals at her business, one that rewards clients and inspires them to recommend her practice to others. She piles a stack of “Thank you for your referral” postcards on the office desk so that every therapist has access to them. When a new client tells a therapist that another client, say Mrs. Smith, referred him or her, that therapist looks up Mrs. Smith’s address and mails her a postcard with a $10 discount offer. Then happy Mrs. Smith comes in for her appointment with her discount card in hand. (Keep in mind that in some states, monetary rewards for referrals are illegal… check out the laws in your state.) Clients really respond to the program. “It’s about the same overall cost as an ad in area papers,” Victoria said, “but it’s more effective because clients like Mrs. Smith are spreading the word about their satisfaction with my service.”
Target Specific Clients for Results
David Walker has tried many tactics, and in general he’s found that highly targeted mailings work best. He focuses many of his offers to inactive clients, offering at least a $10 discount. He also sends regular birthday discounts, client reminders, and referral rewards. In addition, he sends deeply discounted offers to clients who are having a particularly tough time. As an example, once David created three targeted promotions:
- an afternoon special for clients with flexible schedules;
- a “get back on the table” message to inactive 9-to-5ers;
- a discount offer to his inactive house-call clients.
David also sends targeted seasonal promotions. Here’s an example for winter: “Warm towels, caring hands, come in for a nice massage.”
Wording Makes a Difference
David believes postcards are an inexpensive way to stay in touch, and he’s learned from experience. For instance, he has found that giving a percentage discount doesn’t work for him. What does work is a message such as: “Buy a 60-minute massage, get 30 minutes FREE.” (He’s a big believer in all caps.) David said, “The message you put out is important. If it doesn’t work, something was probably wrong with the wording.”