If you have been in the chiropractic profession for some time you have most likely at some specific point have tried to get rather more new patients from your local newspaper. And if you are like most chiropractors 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 training group.
Most chiropractic therapists give up after just a couple of attempts and while I see why they might do that I'm going to urge you not to, because when done correctly paper advertising can pay off massively and bring you an incredible number of new patients. What's more, paper advertising also has the advantage of taking very 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 essential skill right? Well why would you try to do something you have no skill in?
You purchase a package of advertisements from another chiropractor or chiropractic coach - This quite candidly is quite as bad as writing your ad yourself, because they have just about no understanding of advertising either. It is a case of the blind leading the blind.
You go to an advertising agency and ask them to create you an advert - Once more a horrible choice for a variety of reasons that I will not go into, but the most difficult problem here is that very few advertising corporations have the people with the skill to craft advertisements that work.
What you have to do is to find a REAL advertising expert, someone with at least 10 years knowledge in the field of "direct response advertising", someone with a real record for making adverts that pay you back extremely well.
When you've found them and you have 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 couple of attempts and while I see why they might do that I'm going to urge you not to, because when done correctly paper advertising can pay off massively and bring you an incredible number of new patients. What's more, paper advertising also has the advantage of taking very 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 essential skill right? Well why would you try to do something you have no skill in?
You purchase a package of advertisements from another chiropractor or chiropractic coach - This quite candidly is quite as bad as writing your ad yourself, because they have just about no understanding of advertising either. It is a case of the blind leading the blind.
You go to an advertising agency and ask them to create you an advert - Once more a horrible choice for a variety of reasons that I will not go into, but the most difficult problem here is that very few advertising corporations have the people with the skill to craft advertisements that work.
What you have to do is to find a REAL advertising expert, someone with at least 10 years knowledge in the field of "direct response advertising", someone with a real record for making adverts that pay you back extremely well.
When you've found them and you have 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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