If you have been in the chiropractic profession for a while you have most likely at some specific point have attempted to get rather more new patients from your local paper. And if you are like most chiropractic specialists it's probable you weren't too impressed with the results, whether or not you've acquired a package of advertising from another chiropractor or coaching group.
Most chiropractic doctors give up after only a few attempts and while I understand why they'd do that I am going to urge you not to, because when done properly newspaper advertising can pay off big time and bring you a tremendous number of new patients. What's more, newspaper advertising also has an advantage of taking little of your valuable time, unlike screenings and health talks which take up a lot.
So what's the thing that goes pear-shaped for chiropractors 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 do not have the necessary talent 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 awareness of advertising either. It's a case of the blind leading the blind.
You go to an advertising corporation and ask them to craft you an advert - Once more a horrible choice for a variety of reasons that I won't go into, but the biggest problem here is that only a few advertising corporations have the people with the skill to craft advertisements that work.
What you need to do is find a REAL advertising expert, someone with at least 10 years expertise in the field 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 got evidence that they know what they are doing you should expect to pay between $2,500 - $5,000 for a good direct response advert.
Most chiropractic doctors give up after only a few attempts and while I understand why they'd do that I am going to urge you not to, because when done properly newspaper advertising can pay off big time and bring you a tremendous number of new patients. What's more, newspaper advertising also has an advantage of taking little of your valuable time, unlike screenings and health talks which take up a lot.
So what's the thing that goes pear-shaped for chiropractors 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 do not have the necessary talent 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 awareness of advertising either. It's a case of the blind leading the blind.
You go to an advertising corporation and ask them to craft you an advert - Once more a horrible choice for a variety of reasons that I won't go into, but the biggest problem here is that only a few advertising corporations have the people with the skill to craft advertisements that work.
What you need to do is find a REAL advertising expert, someone with at least 10 years expertise in the field 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 got evidence 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 manufacturing adverts exclusively for chiropractors. Her adverts have been used all around the world and have helped chiropractic therapists to take back control of their new patient flow.
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