Why Typical Chiropractic Newspaper Adverts Just Do Not Work…
If you’ve been in the chiropractic profession for a bit you must at some specific point have attempted to get more new patients from your local newspaper. And if you are like most chiropractic specialists it’s likely you were not too impressed with the results, even if you have acquired a package of advertising from another chiropractor or training group.
Most chiropractic therapists give up after just a couple of attempts and while I see why they’d do that I’m going to encourage you not to, because when done correctly paper advertising can pay off enormously and bring you a tremendous number of new patients. What’s more, newspaper advertising also has an advantage of taking very little of your valuable time, unlike screenings and health talks which take up a lot.
So what is it that goes pear-shaped for chiropractic therapists when they market in their local paper?
3 things:
You write your adverts yourself – Would you let one of your patients adjust you? No, because they do not have the essential skill right? Well why would you try to do something that you have no talent in?
You purchase a package of advertisements from another chiropractor or chiropractic coach – This quite honestly is just as bad as writing your ad yourself, because they have virtually no knowledge of advertising either. It’s a case of the blind leading the blind.
You go to an ad agency and ask them to write you an advert – Once more an awful choice for a number of different reasons that I will not go into, but the toughest problem here is that only a few advertising agencies have the people with the ability to create ads that work.
What you have to do is find a REAL advertising expert, somebody with at least 10 years experience in the study of “direct response advertising”, someone with a real record for making adverts that pay you back handsomely.
When you have found them and you have evidence that they know what they are doing you should expect to pay between $2,500 – $5,000 for a good direct response advert.
Sam Potter is a direct response advertiser working in a company producing adverts exclusively for chiropractors. Her advertisements have been utilized across the entire world and have helped chiropractic consultants to take back control over their new patient flow.
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