#118: The Resurgence of Direct Mail w/ Brian MacKay

In this episode, host Mark Thackeray sits down with Brian MacKay from Upswell Marketing to discuss why "old school" mailers are currently one of the most effective ways to cut through the digital noise and get high-value patients into your dental chair.Whether you’re a new practice starting from scratch or an established office looking to boost your case acceptance for "big ticket" procedures like veneers or Invisalign, Brian breaks down the exact science behind a successful campaign.What You’ll Learn in This Episode:The 40/40/20 Rule: Why your success depends 40% on your targeting, 40% on your offer, and only 20% on the actual design.The "Omnichannel" Advantage: How combining direct mail with Google PPC can lead to a 60% increase in traffic across both platforms.The Power of the Jumbo Postcard: Why 6x11 glossy cardstock beats flimsy "coupon book" inserts every single time.Winning Offers: Which incentives actually drive phone calls (Hint: It’s not always about being the "cheapest" option).The "Why Patients Say Yes" Timeline: Why consistency and a 3-to-6-month mailing cycle are critical for seeing a massive return on ad spend.Key Takeaway:Direct mail isn't just about sending paper to a mailbox; it’s the #1 offline tactic for driving online traffic. By targeting specific demographics—like household income or families with children—you can stop marketing for your competitors and start building a siloed experience where your practice is the only choice that matters."Good brand awareness still generates leads. Good lead generation still generates brand awareness." — Brian MacKay Connect with Our Guest:Brian MacKay435-772-9179  |  [email protected] ...Want Marketing Help? Reach out to learn if we would be a good fit to help your practice: [email protected]