If you've been in the chiropractic profession for some time you have most likely at some particular point have tried to get a lot more new patients from your local newspaper. And if you are like most chiropractors it is likely you were not too impressed with the results, even if you've purchased a package of advertising from another chiropractor or training group.
Most chiropractors give up after just a couple of attempts and while I see why they'd do that I am going to encourage you not to, because when done properly newspaper advertising can pay off massively and bring you an incredible number of new patients. What's more, paper advertising also has the advantage of taking little of your valuable time, unlike screenings and health talks which take up rather a lot.
So what is it which goes belly up for chiropractic therapists when they market in their local paper?
3 things:
You write your advertisements yourself - Would you let one of your patients adjust you? No, because they don't have the essential ability right? Well why would you try to do something that you have no skill in?
You purchase a package of advertisements from another chiropractor or chiropractic coach - This quite frankly is quite as bad as writing your ad yourself, because they have just about no understanding of advertising either. It is a case of the blind leading the blind.
You go to an ad agency and ask them to create you an advert - Once again an awful choice for a variety of reasons that I will not go into, but the biggest problem here is that very few advertising agencies have the people with the talent to craft ads that work.
What you must do is find a REAL advertising expert, somebody with at least 10 years experience in the field of "direct response advertising", somebody with a real record for making advertisements that pay you back brilliantly.
When you've found them and you have got evidence that they know what they are doing you should be expecting to pay between $2,500 - $5,000 for a good direct response advert.
Most chiropractors give up after just a couple of attempts and while I see why they'd do that I am going to encourage you not to, because when done properly newspaper advertising can pay off massively and bring you an incredible number of new patients. What's more, paper advertising also has the advantage of taking little of your valuable time, unlike screenings and health talks which take up rather a lot.
So what is it which goes belly up for chiropractic therapists when they market in their local paper?
3 things:
You write your advertisements yourself - Would you let one of your patients adjust you? No, because they don't have the essential ability right? Well why would you try to do something that you have no skill in?
You purchase a package of advertisements from another chiropractor or chiropractic coach - This quite frankly is quite as bad as writing your ad yourself, because they have just about no understanding of advertising either. It is a case of the blind leading the blind.
You go to an ad agency and ask them to create you an advert - Once again an awful choice for a variety of reasons that I will not go into, but the biggest problem here is that very few advertising agencies have the people with the talent to craft ads that work.
What you must do is find a REAL advertising expert, somebody with at least 10 years experience in the field of "direct response advertising", somebody with a real record for making advertisements that pay you back brilliantly.
When you've found them and you have got evidence that they know what they are doing you should be expecting to pay between $2,500 - $5,000 for a good direct response advert.
About the Author:
Sam Potter is a direct response advertiser working in a company making advertisements just for chiropractors. Her advertisements have been utilized all over the world and have helped chiropractic consultants to take back control over their new patient flow.
No comments:
Post a Comment