If you've been in the chiropractic profession for a while you have most likely at some specific point have attempted to get a lot more new patients from your local newspaper. And if you're like most chiropractic specialists it is likely you were not too impressed with the results, regardless of if you have bought a package of advertising from another chiropractor or coaching group.
Most chiropractors give up after only a few attempts and while I understand why they would do that I am going to urge you not to, because when done properly newspaper advertising can pay off massively and bring you an amazing number of new patients. What's more, newspaper advertising also has an advantage of taking little of your precious 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 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 necessary ability right? Well why would you try to do something that you have no talent in?
You buy a package of adverts from another chiropractor or chiropractic coach - This quite frankly is equally as bad as writing your ad yourself, because they have just about no knowledge 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 more a horrible choice for a number of different reasons that I will not go into, but the most difficult problem here is that very few advertising agencies have the people with the talent to craft advertisements that work.
What you need to 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 real record for making advertisements that pay you back brilliantly.
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 chiropractors give up after only a few attempts and while I understand why they would do that I am going to urge you not to, because when done properly newspaper advertising can pay off massively and bring you an amazing number of new patients. What's more, newspaper advertising also has an advantage of taking little of your precious 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 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 necessary ability right? Well why would you try to do something that you have no talent in?
You buy a package of adverts from another chiropractor or chiropractic coach - This quite frankly is equally as bad as writing your ad yourself, because they have just about no knowledge 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 more a horrible choice for a number of different reasons that I will not go into, but the most difficult problem here is that very few advertising agencies have the people with the talent to craft advertisements that work.
What you need to 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 real record for making advertisements that pay you back brilliantly.
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 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.
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