If you have been in the chiropractic profession for a while you must at some particular point have attempted to get a lot more new patients from your local paper. And if you are like most chiropractors it is likely you were not too impressed with the results, even if you have purchased a package of advertising from another chiropractor or training group.
Most chiropractic doctors give up after only a few attempts and while I understand why they might do that I am going to inspire you not to, because when done properly paper advertising can pay off enormously and bring you a tremendous number of new patients. What's more, paper advertising also has an 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 chiropractors when they advertise in their local newspaper?
3 things:
You write your adverts yourself - Would you let one of your patients adjust you? No, because they don't have the necessary talent right? Well why would you try and do something that you have no ability in?
You purchase a package of advertisements from another chiropractor or chiropractic coach - This quite honestly is equally as bad as writing your ad yourself, because they have nearly no understanding of advertising either. It's a case of the blind leading the blind.
You go to an advertising agency and ask them to craft you an advertisement - Once more an awful choice for a number of different reasons that I won't go into, but the toughest problem here is that only a few advertising corporations have the people with the skill to create ads that work.
What you have to do is to find a REAL advertising expert, somebody with at least 10 years expertise in the study of "direct response advertising", somebody with a proven record for making ads that pay you back extremely well.
When 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 doctors give up after only a few attempts and while I understand why they might do that I am going to inspire you not to, because when done properly paper advertising can pay off enormously and bring you a tremendous number of new patients. What's more, paper advertising also has an 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 chiropractors when they advertise in their local newspaper?
3 things:
You write your adverts yourself - Would you let one of your patients adjust you? No, because they don't have the necessary talent right? Well why would you try and do something that you have no ability in?
You purchase a package of advertisements from another chiropractor or chiropractic coach - This quite honestly is equally as bad as writing your ad yourself, because they have nearly no understanding of advertising either. It's a case of the blind leading the blind.
You go to an advertising agency and ask them to craft you an advertisement - Once more an awful choice for a number of different reasons that I won't go into, but the toughest problem here is that only a few advertising corporations have the people with the skill to create ads that work.
What you have to do is to find a REAL advertising expert, somebody with at least 10 years expertise in the study of "direct response advertising", somebody with a proven record for making ads that pay you back extremely well.
When 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 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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