Today's Veterinary Business

FEB 2019

Today’s Veterinary Business provides information and resources designed to help veterinarians and office management improve the financial performance of their practices, allowing them to increase the level of patient care and client service.

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than pay for itself. Many practices will get several new clients on the first try. The key to these campaigns is working with a trusted partner that knows what it is doing. Awash in E-Newsletters In addition to new-client advertis- ing, a regular mailer to your current client base is more important. A well-written newsletter is the single most important marketing effort a practice can make to boost foot traffic and sustain revenue growth. Keeping your clients educated is the key to successful marketing. When done with consistency, the results delivered are undeniable, but only if the newsletter is read. While most practices believe their e-newsletter is golden, other companies think the same way when they send theirs to your cli- ent. The truth is that all the news- letters are pretty much well done. The problem is that the con- stant recurrence of the "E-newslet- ter" subject line causes the recip- ient, your client, to glance over them and move on. When you say, "Emails are free," understand that's not really the case. The cost is buried in the expen- sive software your practice uses or is reflected in the membership fees paid to services like Mailchimp and Constant Contact. Then factor in the time you or your employees take to generate the emails. And remember that, at most, only about 13 percent of emails are being opened. The Rule of Seven Regular communication with your client base is critical to the success of your practice. Clients who are made to feel special develop a more personal connection with your practice. They: • Stay with you longer. • Come in more frequently. • Refer you more often. • Are more resistant to your competitors' solicitation efforts. But only if they read what you send them! Life is a numbers game in many ways. The more people who get your messaging, the more successful it will be. Why not guar- antee that what you send is getting read? Isn't that worth a little money upfront, even as a test? Marketing is a fancy word for communicating. The corner- stone of successful marketing is consistency. Fancy marketers call this the Rule of Seven, meaning the average person needs to see something seven times before he or she commits it to memory. If someone reads your emails about 10 percent of the time, how long before they're seen it seven times? Is it really worth the effort? Try doing things a different way and doing what most of your com- petitors aren't. Not only will you never look back, but you will ask yourself, "Why did I wait so long?" Smart marketing to your current client base will reduce the need to chase new clients. Help put your practice on auto pilot by nurturing your clients in a way that is unique, intimate and guaranteed to get a response. The traditional mailbox holds the key to unlocking huge poten- tial for increased revenue, client loyalty and your financial freedom. As I like to say, why blend in when you were meant to stand out? Dan Truffini is the founder of DVM Profit Zone. Learn more at A well-written newsletter is the single most important marketing effort a practice can make to boost foot traffic and sustain revenue growth.

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