4. Print ProducesOffline Advertising Still Has Its Place
If you’re reading or watching this, you’re probably here because of a postcard. We might term this traditional media, but there is a high-tech twist.
Digital printing, as opposed to offset printing, makes personalization and targeting feasible. It can use variable data that merges images into individual documents, as well as names and addresses.
Here’s what you can do.
Make up separate graphics for applying PEMF therapy to specific conditions, probably neuropathy, joint-replacement avoidance, thyroid function and maybe fibromyalgia.
You’ll need a database of prospects who’ve indicated concern about one or more of those conditions. This may come from surveying current and former patients, compiling it over time from website visitors, or obtaining a list from a support organization for any of those conditions, or a professional list provider.
The graphic would be even more power if it contained a few one-line testimonials from those you’ve treated for the specific condition.
Variable Data Printing
Digital printers, such as a Xerox iGen and the HP Indigo, print each sheet of paper one by one from an electronic file. Each printed piece can be different.
So your file can contain not only names and addresses but the appropriate message and image for whatever condition the person needs help. It’s called variable data printing. Adobe InDesign has the merging capability, or you’ll have to provide the printer a CSV file generated by a spreadsheet program.
Use QR Codes or Short Links
Thanks to the Internet, we no longer have to send bulky, multi-page mailings or take out large ads in the newspaper. Your message gets across effectively using postcards and smaller ads displaying URLs for deeper information.
But the jump from your printed material to your website has to be easily executable and a highly relevant expansion of the printed message.
Picture the person holding your postcard or scanning your ad. If they’re excited enough to call immediately, great. But more than likely, they’ll want to sniff around before one-on-one contact.
Remember, we’re all inundated with a gazillion advertising come-ons. You have to thread a needle.