If you have been in the chiropractic profession for a bit you have most likely at some particular point have tried to get rather more new patients from your local newspaper. And if you're like most chiropractic specialists it's probable you weren't too impressed by the results, whether or not you've acquired a package of advertising from another chiropractor or coaching group.
Most chiropractic doctors give up after just a few attempts and while I understand why they would do that I'm going to encourage you not to, because when done correctly newspaper 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 valuable time, unlike screenings and health talks which take up rather a lot.
So what's the thing that goes belly up for chiropractors when they market in their local newspaper?
Three things:
You write your adverts yourself - Would you let one of your patients adjust you? No, because they don't have the necessary ability 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 equally as bad as writing your ad yourself, because they have virtually no knowledge of advertising either. It is a case of the blind leading the blind.
You go to an advertising corporation and ask them to craft you an advert - Once again a bad choice for a number of different reasons that I won't go into, but the most difficult problem here is that very few advertising corporations have the people with the ability to craft advertisements that work.
What you need to do is to find a REAL advertising expert, somebody with at least 10 years knowledge in the discipline of "direct response advertising", someone with a established record for making adverts that pay you back extremely well.
Once 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 doctors give up after just a few attempts and while I understand why they would do that I'm going to encourage you not to, because when done correctly newspaper 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 valuable time, unlike screenings and health talks which take up rather a lot.
So what's the thing that goes belly up for chiropractors when they market in their local newspaper?
Three things:
You write your adverts yourself - Would you let one of your patients adjust you? No, because they don't have the necessary ability 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 equally as bad as writing your ad yourself, because they have virtually no knowledge of advertising either. It is a case of the blind leading the blind.
You go to an advertising corporation and ask them to craft you an advert - Once again a bad choice for a number of different reasons that I won't go into, but the most difficult problem here is that very few advertising corporations have the people with the ability to craft advertisements that work.
What you need to do is to find a REAL advertising expert, somebody with at least 10 years knowledge in the discipline of "direct response advertising", someone with a established record for making adverts that pay you back extremely well.
Once 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.
