Hi,

Here's your story for Saturday,
November 26, 2011

It's 12:08 right now, so I'm going to
get out of here pretty quick and I want
you to have something to chew on.

I don't want to bother you, just want
to keep you focused.

Earlier this week, I had a consultation
with a doctor who was quite successful
in generating leads, but had a hard time
converting those leads into paying, staying
and referring patients.

You know this problem is rampant with a lot
of doctors right now.

So you're probably asking yourself,, "What was
his problem Dr. C and what did you do for him?"

It's really very simple.

He'd take the initial inquiry and then send them
a special report.

And perhaps follow up with a telephone call if
he could get through to them. And sometimes he
wouldn't because he couldn't find anyone that
he could outsource this too.

Ok, I can hear you saying "Well Dr. Carney, isn't
that what most people do? What's wrong with that?
I mean don't you send them something and if they
don't respond, you just drive on?"

Well, there's actually a lot wrong with that.

I'll try and explain it to you now.

Think about this for a moment: He was spending on average,
around $50-$100 or more, to generate a single lead. I mean
if he runs an AD, and he pays $800, and he generates one
new patient, he might make anywhere from $400 extra to $2,000
dollar extra, depending on his fees and adjustment schedule.

But get this.

Once he'd generated the lead, he was spending a couple of
bucks to send out his report (which I didn't write because he
did not want to spend the $900 for me to write it) and this
little bit of information that he sent them told them about
his location, and what he did.

Not really something you want to send out, but most doctors
don't have a clue how to market themselves.

That is a waste of two things.

Money and time.

Here's what I'd suggest any doctor in this situation
to do:

Set up a (minimum) 3-step series of letters where you
send one letter today, another letter in 10 days, and the final
letter 10 days later. (If you're really good, you'd send a
letter to them, every 10 days, until they die or tell you
to stop.)

What are you really achieving by doing this, every time you
get a LEAD?

First, by investing an extra $4 per prospect on average (2
additional mailings if you just do the minimum) you've managed
to put your sales message across to your potential patient,
three times instead of ONE.

That's huge.

Hmmm, not a bad way to look at it if you know why you're
doing it.

So in this scenario...

1 contact costs you $52.00 if it cost you $50 for the lead,
and $2 for the follow up letter.

3 contacts costs you $56.00 if it costs you $2 per additional
letter mailed.

So by spending an additional 7% on each prospect, $4 bucks, you
now have communicated with the prospect 300% more times.

Wow. Bet you didn't think of it that way did you?

Make sense?

Sure, writing a 3-step sequence of sales letters costs you
time and money.

And when it comes to cost. If you factor in a copywriter like
me, for a 3-step sequence I'd have to charge you an additional
$997, and that's a steal if you check around on what copywriters
charge. Most are around $2,500 - $4,000 just to do three letters.

I bought a Ebook and it was all about postcards and marketing with
postcards. What surprised me was this woman, the author who wrote the
ebook was charging a minimum of $900 for ONE POSTCARD. And the prices
went up from there for postcards, so you get what you pay for.

Yeah you can write the letters yourself, and you might get some leads,
but isn't it important that you get as many new patients per letter
as you can?

I mean you're going to save a ton of money if you have the
right letters, at the right time, to the right market.

Obviously you need to get organized, and cannot be 'flying by the seat
of your pants' if you want real results - but if you can contact a lead
300% more times for 7% in additional costs, it's WORTH the effort, isn't it?

After all, your prospect may be contacting a number of your competitors...
trying to decide whether to go with you or someone else. Or may just be
busy with life, have seen your ad, received your first letter... filed it
away... laid it down, put it some place where they can't remember they put
it, or just forgotten about it completely.

Have you ever done this yourself? Laid something down and can't find it?

Sure you have.

We all have.

The key to success in any endeavor, including chiropractic is:

Drum roll please...

"Persistence"

Yeah "Persistence."

As Calvin Coolidge said, "Nothing in the world will take the
place of persistence.

Talent will not; nothing is more common than unsuccessful men
with talent: genius will not: unrewarded genius is almost a
proverb. Education alone will not: the world is full of educated
derelicts.

Persistence and determination alone are omnipotent."

And marketing is no different.

Providing you're attracting the right type of clientele (who are part
of your target market) you should persist in making multiple contacts
with your potential patients until they beg you to stop sending them
letters and postcards.

Few people will do it, so when you stay in contact, you'll stand
heads and shoulders above your competition. Seriously. Most doctors,
I'd say 97%, don't know what I'm telling you in this little email.

And more importantly, you'll make alot more money, just sending out
letters.

It's Saturday. I know you're busy, but if you know me, I try and
provide you with all the necessary components you need to become more
successful. I just thought you'd like to know the little things that make
a BIG difference in your practice.

Remember. Little hinges swing BIG DOORS.

Let me know if this helps and if you like my emails.

Warmly,

Dr. Carney

P.S. These emails are not meant to take up your valuable time
but to give you focus so you're thinking MARKETING, even when you
don't want to think about MARKETING. Be good, be SAFE, and make sure
you're referring more clients who really want to make a difference
in their practice.

P.P.S. I'm thinking about in January of 2012 going up $100
to any NEW doctor, as I'm coming up with some new ideas that no
one has ever seen, so if you know anyone that NEEDS to get on board,
make sure you send them an email or call them. They'll grow and make
their money back 10 times over, so get them tuned in. It'll even
SAVE them money over the year, so make it happen.