Strategy # 4 out of 47, “Follow Up With Your Prospect!”

Most businesses leave a lot of money on the table because they don't follow up!

 I remember moving to my home in Belleville and keeping all of the postcards, direct mail, etc. I began receiving as part of local companies “first mover” campaigns. I wanted to study their marketing efforts so I separated them into stacks on a table in my office and I expected to get piece after piece sent to me.

However most business only sent me 1 or 2 pieces. If they had followed up with me more aggressively, they would have quickly achieved “top of mind” status when I was ready to buy.

Below is an example of a multi-step campaign I designed for a chiropractor client of mine, Dr. Dan H. When reading this over think about how you can use a similar campaign to get more customers, clients, or patients to your business.

It took me a long time to design this very successful multi-step direct response campaign but I know for a fact (in 01/12) that no other chiropractor in our community is doing this. Even if they knew he was doing it they would not want to take the time and effort to implement it.

My client was a chiropractor that as of Jan 2012 specialized in treating patients with bulging, herniated, and degenerative discs. He did not accept general chiropractic patients and actually turned them over to an associate in his office who did.

We determined he was spending about $10,000 per month on advertising not including the costs of the follow up sequence we created, this ran about $100.00 per person. He was using blog-talk radio commercials, a weekly hour long podcast, lead capture sites with “free reports,” Google ADwords campaigns, phonebook, Valpak, newspaper ads, and hosting bi-monthly seminars along with some other advertising avenues.

Diverting a few of these ill placed ad dollars we ran a lead generation ad pulling in 74 leads. This boiled down to roughly $27.00 a lead. The prospect would answer the ad we put together call for the “free report” and we would get their name, address, email, and phone number and begin marketing to them right away.

So impressed by the results we created a system to duplicate the results as often as he chose. Here is the follow-up sequence that we put together and used after physically mailing out the free report:

1. Mail free report along with research article and printed MRI example for discussion in report. Sending patient testimonials along with this report as well.
2. Immediately – Email sent right away confirming their order of the free report with a link to the website with more testimonials.
3. 1 day later – Email prospect to inform that the free report is on the way and what’s included with the report.
4. 4 days later – Call prospect to confirm receipt of the report and ask if they have any questions or would they like to schedule an evaluation.
5. 1 day later – Mail personal thank you note from the doctor.
6. 4 days later – Send email letting them know about the next letter they are about to receive.
7. 1 day later – Mail letter with a return envelope for them to send their most recent MRI for review. Included is a pre-paid envelope and a quick questionnaire about their current condition. This free MRI review only available for 14 days from the time stamped receipt of the letter.
8. 7 days later – Send another letter in the mail to talk about the free MRI review and let them know they only have 7 days left.
9. 3 days later – Post card is dropped in the mail reminding them of the MRI offer.
10. 3 days later – Added to the monthly newsletter and will continue to mail them until they die or call and ask to be removed from the mailing. As we have new testimonials we mail them along with the monthly newsletters. Sometimes these testimonials are on audio CD, or DVD, or printed along with a picture of the client.

(The last few items in # 10 are so inexpensive to produce and mail out it BLOWS my mind that when I mention these options they are met with such resistance. The few that utilize those tools are absolutely amazed by the powerful results.)

Well that is the gist of the mailing / emailing follow-up sequence that goes along with the free report. Since May 2012 he has mailed out hundreds of these free reports and is consistently booked out 2-3 weeks before someone can see him as a new patient. 

-Mr. Tracy Congdon

Renegade Marketer

(734) 740-0807 direct/cell

(734) 252-9014 office/v-mail
(734) 54408385 fax
www.MichiganBusinessesOnline.Com

"We cut through the clutter of normal advertising to create a steady stream of A-List, ready to buy customers, clients, patients (prospects) for your business month after month or your money back, GUARANTEED!"