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 the local newspaper. And if you're like most chiropractors it is likely you were not too impressed by the results, regardless of if you've bought a package of advertising from another chiropractor or coaching group.
Most chiropractic therapists give up after just 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 enormously and bring you an amazing number of new patients. What's more, paper advertising also has an advantage of taking very little of your precious time, unlike screenings and health talks which take up a lot.
So what's the thing that goes wrong for chiropractors when they advertise in their local newspaper?
3 things:
You write your advertisements 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 to do something that you have no ability in?
You buy 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 virtually no awareness of advertising either. It is a case of the blind leading the blind.
You go to an advertising agency and ask them to write you an advert - Once again an awful 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 agencies have the people with the talent to craft ads that work.
What you must do is to 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 adverts that pay you back brilliantly.
Once 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 chiropractic therapists give up after just 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 enormously and bring you an amazing number of new patients. What's more, paper advertising also has an advantage of taking very little of your precious time, unlike screenings and health talks which take up a lot.
So what's the thing that goes wrong for chiropractors when they advertise in their local newspaper?
3 things:
You write your advertisements 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 to do something that you have no ability in?
You buy 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 virtually no awareness of advertising either. It is a case of the blind leading the blind.
You go to an advertising agency and ask them to write you an advert - Once again an awful 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 agencies have the people with the talent to craft ads that work.
What you must do is to 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 adverts that pay you back brilliantly.
Once 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 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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