If you have been in the chiropractic profession for a while you have most likely at some specific point have tried to get rather more new patients from your local paper. And if you are like most chiropractic doctors it's likely you weren't too impressed with the results, whether or not you have bought a package of advertising from another chiropractor or coaching group.
Most chiropractors give up after just a couple of attempts and while I see why they might do that I'm going to inspire 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 precious time, unlike screenings and health talks which take up rather a lot.
So what is it that goes wrong for chiropractors when they advertise in their local paper?
3 things:
You write your ads yourself - Would you let one of your patients adjust you? No, because they do not have the required ability right? Well why would you try to do something you have no skill in?
You purchase a package of advertisements from another chiropractor or chiropractic coach - This quite candidly is quite as bad as writing your ad yourself, because they have virtually no understanding of advertising either. It's a case of the blind leading the blind.
You go to an advertising corporation and ask them to write you an advertisement - Once again an awful choice for a variety of reasons that I won't go into, but the most difficult problem here is that very few advertising agencies have the people with the ability to craft advertisements that work.
What you need to do is find a REAL advertising expert, someone with at least 10 years experience in the discipline of "direct response advertising", somebody with a proven record for making ads that pay you back brilliantly.
Once you've found them and you have proof that they know what they are doing you should expect 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 might do that I'm going to inspire 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 precious time, unlike screenings and health talks which take up rather a lot.
So what is it that goes wrong for chiropractors when they advertise in their local paper?
3 things:
You write your ads yourself - Would you let one of your patients adjust you? No, because they do not have the required ability right? Well why would you try to do something you have no skill in?
You purchase a package of advertisements from another chiropractor or chiropractic coach - This quite candidly is quite as bad as writing your ad yourself, because they have virtually no understanding of advertising either. It's a case of the blind leading the blind.
You go to an advertising corporation and ask them to write you an advertisement - Once again an awful choice for a variety of reasons that I won't go into, but the most difficult problem here is that very few advertising agencies have the people with the ability to craft advertisements that work.
What you need to do is find a REAL advertising expert, someone with at least 10 years experience in the discipline of "direct response advertising", somebody with a proven record for making ads that pay you back brilliantly.
Once you've found them and you have proof that they know what they are doing you should expect 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 producing advertisements only for chiropractors. Her advertisements have been employed across the entire world and have helped chiropractors to take back control over their new patient flow.
This article collected, selected and written by: Author Van Hoc
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