If you have been in the chiropractic profession for some time you must at some particular point have attempted to get a lot more new patients from your local paper. And if you're like most chiropractic doctors it's likely you weren't too impressed by the results, regardless of if you have acquired a package of advertising from another chiropractor or coaching group.
Most chiropractic therapists give up after just a few attempts and while I see why they would do that I'm going to encourage you not to, because when done correctly paper advertising can pay off big time and bring you a tremendous number of new patients. What's more, newspaper advertising also has the advantage of taking very little of your valuable time, unlike screenings and health talks which take up a great deal.
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 don't have the required ability right? Well why would you try and do something that you have no talent in?
You buy a package of adverts from another chiropractor or chiropractic coach - This quite frankly is quite as bad as writing your ad yourself, because they have nearly 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 advertisement - Once again a horrible choice for a number of different reasons that I won't go into, but the most difficult problem here is that only a few advertising corporations have the people with the talent to write advertisements that work.
What you must do is to find a REAL advertising expert, someone with at least 10 years experience in the field of "direct response advertising", someone with a proven record for making advertisements that pay you back handsomely.
Once you've found them and you have proof 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 chiropractic therapists give up after just a few attempts and while I see why they would do that I'm going to encourage you not to, because when done correctly paper advertising can pay off big time and bring you a tremendous number of new patients. What's more, newspaper advertising also has the advantage of taking very little of your valuable time, unlike screenings and health talks which take up a great deal.
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 don't have the required ability right? Well why would you try and do something that you have no talent in?
You buy a package of adverts from another chiropractor or chiropractic coach - This quite frankly is quite as bad as writing your ad yourself, because they have nearly 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 advertisement - Once again a horrible choice for a number of different reasons that I won't go into, but the most difficult problem here is that only a few advertising corporations have the people with the talent to write advertisements that work.
What you must do is to find a REAL advertising expert, someone with at least 10 years experience in the field of "direct response advertising", someone with a proven record for making advertisements that pay you back handsomely.
Once you've found them and you have proof 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.
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