By Steve Klinghoffer<\/p>\n
Teachers know that the secret to successful learning is repetition. Most people don\u00e2\u20ac\u2122t have the ability to remember or learn material after seeing or hearing it only once. That\u00e2\u20ac\u2122s why, when you were young, your teacher had you write your spelling words multiple times. Or maybe your third-grade teacher drilled your class on the multiplication tables over and over\u00e2\u20ac\u201duntil you knew them inside and out. Even when you moved beyond simple facts and on to complex concepts, repetition remained the key to successful recall.<\/p>\n
This principle holds true in the world of marketing, as well. In my nearly 30 years of newsletter marketing<\/a> experience, I have learned that when a marketing program is successful, it is usually the result of repetition. That doesn\u00e2\u20ac\u2122t mean sending your audience the exact same message over and over again\u00e2\u20ac\u201dafter all, you\u00e2\u20ac\u2122re not selling multiplication tables to your clientele. Rather, it means repeating your underlying message over and over again in different ways.<\/p>\n What message are you, as an accomplished veterinarian, trying to send to the people who bring their pets to your practice? That you are a knowledgeable, experienced, up-to-date professional who can be trusted and relied upon. What is the best way to do that? Offer reliable, insightful, up-to-the-minute information about day-to-day animal care and health issues that are of interest to your audience.<\/p>\n But what if the information in your marketing materials isn\u00e2\u20ac\u2122t of specific use to the person receiving it? Can you send articles about puppy care to the owner of a parakeet? Articles about feline leukemia to someone who raises pugs? When possible, segmenting messages to your audience is ideal, but it\u00e2\u20ac\u2122s not always practical or cost-efficient.<\/p>\n Not every article or every e-mail has to target an immediate need of every recipient. That\u00e2\u20ac\u2122s all right. Not every mailing I receive from my accountant addresses something I need to know now. But when I find nuggets of information that I can use, I\u00e2\u20ac\u2122m more likely to pay attention to future mailings from him. Regardless of the source, when I learn that this information is reliable and current, I know that it is worth my time in the future to pay attention to what that person has to say.<\/p>\n For your veterinary practice communication\u00e2\u20ac\u201dwhether it\u00e2\u20ac\u2122s a paper newsletter, an eNewsletter, a blog or social media page\u00e2\u20ac\u201dto be effective, it must be used consistently. If your content is high quality, authoritative and interesting to your readers, they will become accustomed to receiving it. They\u00e2\u20ac\u2122ll even look for it.<\/p>\n A series of communications from you\u00e2\u20ac\u201dnot the occasional piece but item after item that reinforces your expertise as a veterinarian, that shows you to be a knowledgeable person who stays up-to-the-minute\u00e2\u20ac\u201dembeds you in the recipient\u00e2\u20ac\u2122s mind. Like a teacher whose regular math drills effectively teach multiplication tables, regular repetition of your message will make you the go-to person when someone needs veterinary services.<\/p>\n Steve Klinghoffer is president of WPI Communications, Inc.<\/a>, a newsletter marketing firm. In the past 29 years, he has helped thousands of professionals market their practices through client and patient newsletters, referral-generating newsletters and Web site content. For more information, please call 800-323-4995 or visit http:\/\/wpicommunications.com\/<\/a>.<\/em><\/p>\n For advice on any marketing strategies or services, contact VetNetwork at 603-743-4321 or check us out online.\u00c2\u00a0http:\/\/www.vetnetwork.com<\/a><\/p>\n