Q1: What, exactly, is an offer?

A1: In loose terms, the offer can be described as "the deal" that your specific sales proposition induces a patient or prospect to act upon. Some classic examples would be "Send for our free brochure", "Come in for a free cosmetic consultation" or "Save on your next dental exam".

Q2: What are the primary elements that make up an offer?

A2: An offer may consist of several things including

• A discount on specific services or just a low standard price
• The quality of your services based on your reputation
• A specific promise such as high quality dental care that's still affordable
• Convenient hours and location
• A free consultation
• A premium for acting now
• Financing with attractive payment terms

Q3: How important is the offer I make in my direct mail?

A3: Your offer is one of the most critical components of your direct mail package. A mailing can be highly compelling in many ways that involve format, copy and selling strategy. But it will only achieve its maximum potential when coupled with a sound offer that will appeal to your particular target patients. It's hard to overestimate the importance of offer testing and fortunately the procedure is quite easy. You simply send out the same package with a variety of different offers, then measure the results. These variations can be fairly subtle too, so you can fine-tune your specific offers to match different market sectors or patient groups.