Could you send just one email and make $60,000 bucks? One of my clients did.
I don’t normally discuss things like this in public, but I recently wrote an email for a client of mine that led to a $60k/year contract from one of their customers. This particular client helps dental practices & other related industries get more new patients.
The email below helped them close a $5,000/month marketing deal ($60k per year). Most of the email copywriting I do is for clients who have an email list or database of leads they are marketing to, so this one was a bit different.
It was designed specifically to go out to one customer they already had to upsell them significantly on new services. Most of the emails I write for clients are much shorter, but in this particular situation, a longer email was fine (if you want to see samples of shorter emails, click here).
Without further ado, here is the email (note: I changed the company name & dental practice name for privacy reasons, but the rest of the email is verbatim what I wrote for my client).
Subject line: More butts in chairs…
As you know, Savvy Savvy Marketing’s primary objective with all of our clients is simple; more butts in chairs.
While your practice does a great job in the organic search department, and is thus visible on Google for many quality search terms, it doesn’t mean that people are calling, and it doesn’t mean that you are truly dominating your competition and standing out from the crowd.
Simply put, visibility alone isn’t enough. Sure website traffic is important, but only useful when combined with conversion optimization and rigorous testing. We make marketing decisions based on data, not assumptions (we all know happens when you assume…)
What we’d like to do is take your online marketing and turn the dials up with our three-pronged approach to laser focused new patient acqusition and total market domination.
It’s part data science, part advertising, and part consumer psychology, but it’s a powerful cocktail to get your target audience where you want them; in your dental chair.
Below, I’m going to outline 3 specific strategies that when used together will give you a minimum 4:1 ROI.
1. Content marketing to establish thought leadership.
One word, TRUST. Put yourself in the position of a potential dental patient in the Washington, MO area that doesn’t know who you are. Seriously, close your eyes and envision you need to see a dentist, but don’t know who to turn to.
- Why would someone choose you?
- What is your unique selling proposition (USP)?
- What value do you offer than no one else in the area can?
The harsh truth is that to a potential new patient, all dentists are the same; vanilla. The average joe patient thinks you’re all smart, all went to dental school, and are thus all created equal, which we know is far from the truth.
You must establish trust with potential patients who are researching dentists in your area, and one key way to do that is to establish thought leadership with content marketing.
What this does is is actually show potential patients that you are the most knowledgeable dentist in your area; you’re the expert. Your practice is markedly different from the dental practice down the street.
One example of this is providing symptom-focused content for patients. When you do this, it puts you on the same level from a content quality perspective as websites such as WebMD or the ADA.
That information is trusted, and your content will be as well. Here’s an example of some of the content we created for another client to focus on symptoms, and help them to establish thought leadership in their local market.
(insert link to example here)
People buy from people they trust (who are experts). Let us show you how to bring your trusted expertise online to your target audience.
2. Facebook ads (running, testing, and optimizing for maximum campaign performance & ROI)
“Nobody does business on Facebook. It’s just a social network.” That’s an assumption many businesses make because they don’t know how to market on Facebook the right way.
Unlike search engine optimization and content creation which is permission-based marketing (people are searching for solutions that you can offer), Facebook is interruption marketing.
This means that your audience is not actively looking for you, so you must make a compelling offer to attract and keep their attention.
The right offer + the right target audience (demographics targeting) + continuous testing and campaign optimization can be a goldmine for businesses who utiilize Facebook effectively.
We help our clients turn cold Facebook traffic into phone calls and new patients; because everyone needs a dentist, even if they aren’t actively searching for one.
Another important note to mention regarding Facebook; we design new ads each month to ensure that your target audience does not get “tired” of seeing your ads.
When someone sees an advertisements over and over again, they essentially become immune to it, which results in a phenomenon known as “banner blindness.” We make sure this doesn’t happen for you.
3. Inbound Call tracking & KPI reporting
If you notice an increase in new patients and phone calls, it means your internet marketing is probably working. After all, a rising tide lifts all boats.
However, it’s important to us that you see exactly what Savvy Savvy Marketing is delivering and the value we bring to the table. Working with us means complete transparency.
As a result, we provide detailed key performance indicator (KPI) reports to monitor the performance of your marketing campaigns with us.
We provide detailed analytics reports, Facebook ads reports, and we even track incoming phone calls to your website that you can listen to; meaning you can evaluate the quality of calls you are receiving, as well as how your front desk is handing these calls (more practice revenue is lost at the front desk than you can imagine…make sure your front desk people are trained).
So what’s the investment?
$5,000/month with no contract. While you certainly will see some results immediately, the sweet spot typically comes around the 4-6 month mark, which is why we strongly encourage clients to make a commitment to invest in monthly marketing for a period of at least 6 months.
Real marketing is real work. Putting up a website and getting traffic to it isn’t marketing, that’s just hoping. A true marketing strategy is focused on optimizing all marketing campaigns to maximize the quality and quantity of new patients you are receiving, which results in a higher ROI for you.
Our real value however isn’t just marketing. It’s the fact that we use marketing as a tool to become “ROI engineers.”
We are constantly testing and optimizing in order to add a new layer of value month in and month out. Marketing never stops because conversions can always be higher, and more butts can always be put in your dental chair.
So if you’re ready, we’re ready. Lets dominate your local market and get more new patients month in and month out!“
End of email…
You may think this email is way too long and kind of boring. I agree with you. However, it’s not about what you or I think, it’s about knowing your audience.
In this case, my audience was one detail oriented dentist who wanted a lot of information to make a decision. So while I wouldn’t recommend an email of this length in most cases, it made sense here, because I knew what my audience (the one dentist) was looking for.
Again, this isn’t the avarege email that I write…it’s much longer and obviously very targeted to this particular business. But hey, it played a vital role in closing $60,000 worth of new business, so it did its job which is all that matters.
If your company is struggling with converting leads into customers, and need someone to help you nurture leads, improve your email performance, and increase sales, then I can help. Drop me a line here, or email me directly (Matt@emailmarketingcopywriter.com)
You can also check out a list of problems I solve for clients.