The 3 (unexpected) keys to successful e-mail marketing

Editor's note: Richard Geller's column, Marketing Madness, appears regularly on the DrBicuspid.com advice and opinion page, Second Opinion.

People ask me: Why send e-mails every day?

Isn't it hard to keep writing all these e-mails? And can you have someone else do it for you?

Let me use this column to talk about some of the objections to what I suggested in a previous column -- that is, to e-mail as often as once a day if possible, to be very informal, to bring up and deal with anxiety and negatives, and to close every e-mail with an offer.

First, the matter of frequency. It is a fact that some people hate getting an e-mail from you every day. In fact, they will unsubscribe from your list if you mail them every day.

Yet, mailing every day is the single most effective thing most dentists can do with their list.

Why?

First, people build a relationship with you because they hear from you so often.

Second, they remember when they subscribed. They are not likely to complain about your e-mail to their e-mail provider, so you are less likely to be blocked.

Third, and most important, your buyers are people who will like and trust you. By turning off some people through frequent e-mail, you will turn on others, who will like you a lot.

Frequency is a fantastic tool for effective e-mails.

Now, about how hard it is to write these e-mails. I suggest you dictate into a USB recording device. Or use a service like jott.com that lets you dictate into your cell phone, then they transcribe and e-mail for you. So easy!

In fact, you should write like you talk. People will love you. Or they'll hate you and unsubscribe. Big deal. You want to be polarizing so you get those rabid fans. And you can only do that by being really, really you.

Dental patients see you as their friend (or not). It's a relationship to them and to you. If they like you through your e-mails, they will like you in person. And you will like them. The only way to have this honest mutual like is for you to really project your personality. And that means some people off will be turned off.

Take my articles. Some people hate them. They think I am a big promoter and that I encourage doctors to oversell to their patients. These folks hate selling. But other folks like my articles, and they like doing business with me.

I polarize and that way I have passionate customers. I also turn off some people, and they stay away, which is fine with me.

Get it?

This leads to the third question: Do you have to do this all yourself?

I have figured out a way for you to subcontract the whole kit and caboodle, this matter of list building and e-mail marketing and all. But you really should do it all yourself.

I'm going to put on a free webinar soon in which I will share everything I know about advertising and e-mail marketing. Then you really can do it yourself.

Meanwhile, visit www.Cases4Dentists.com, and get on my list so you will get my material and see (ahem) how it's done.

The comments and observations expressed herein do not necessarily reflect the opinions of DrBicuspid.com, nor should they be construed as an endorsement or admonishment of any particular idea, vendor, or organization.

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