I sent out some packages to local veterinary clinics this week and would like y'alls opinion on a few things. There are quite a few clinics around here, and none of them are doing much of anything to get out there (meaning they NEED me, lol). I would like to call them again next week and discuss ways to promote their businesses. One idea is a newsletter. This is where I have questions. Who would I suggest be the
recipients of the newsletters? Past customers, since they will already have all of the contact info? if not, who else should they be sent to? Next question, how much should I charge for a newsletter? I know it makes a difference if it is a monthly letter, or if they just want one to see how it goes. I have experience in this area (veterinary) so I know I can write effective copy for this crowd, and I have published articles on different animals and topics. But this would be my first real copywriting job. Any suggestions would be greatly appreciated.
Thanks!

Traci,

What exactly did you send them in these "packages"?

While existing customers are a great target audience, if you really want to grow a practice, you need new customers. I suggest you get with a list broker and get a list of pet owners in the area to do a mailing to.

I would offer something like a 3 piece promotion over a newsletter. Newsletters are a lot of work. Unless you could use the same basic letter for all the vets and just add their logo and contact info to each.

Mostly, I'm curious what you sent them already because it seems that would influence what you do in the future. Why did you send out packages without a plan?

Past customers is definitely the place to start.

As for how much to charge you have to look at how much it's worth to them, you want to give good value otherwise in the long run neither of you wins.

Lets say they only have 100 customers on file and you get a 5% response (because you will have an offer in there, right ). How much is 5 sales worth to them? Is it going to be enough for you to charge what you want?

Personally I'd put together a whole "marketing kit" for a vet consisting of a whole years worth of newsletters, ads, website, everything you can get your hands on. You don't have to actually make it, just the concept.

Get involved at the very beginning of the marketing cycle, by driving more customers to them in the first place you'll make much better use of the newsletter and other materials later on.

If you can sell just 1 vet on this you'll be a lot better off than trying to write 1 newsletter at a time for 5 different vets where you have no control on the rest of the system.

Exactly what I was thinking.

The packages were just a letter along with my business card and brochure, explaining benefits. This isn't a large area and most people don't know what a copywriter is or why they need one. And of the 5 I sent out, I know 3 personally. I wanted to get out there in front of them and follow up with a call for more details.

Then I agree with what's been written. Have a plan when you do a follow up call to the letter. Whether you want them to see the benefits of a newsletter, post card campaign, special report, do a new ad, whatever...have a plan in mind with all the benefits to them (getting new clients, making more money) when you make that call.

Just a thought...you may want to gently find out if any of the vets are budding authors and offer to ghost write their book for them, assuming it'll be targeted at a layperson. You never know.

I wouldn't even mention copywriting. You'll spend more time trying to explain what it is and why they need it than is healthy for either of you.

Sell them on the benefits and what you'll do, not what you are. So you tell them 20 amazing benefits they're going to get when they work with you and when they ask how you're gonna do it you can start your spiel about how the most effective way is to re-write their ads etc