The Marketing Lies They Need You to Keep Believing…
By Rob McDermott | June 11th, 2021 | Condition Specific Marketing
Back when he was an editor, and media buyer for a large PR firm in NYC, my father said that the ad sales people he dealt with were instructed to tell business owners that they should be spending their ad dollars using image-type ads to build their brand.
If you’ve placed any ads in publications or worked with an ad agency, you most likely have been given this line yourself.
Ad agencies, college marketing professors and media sales people keep telling people it’s all about “getting your name out there.”
They keep perpetuating the myth that the purpose of your ad is to “build your brand.”...
… and that you should do “image” advertising so that customers will recognize you.
The theory being, that once recognized, consumers will “bond” with you and almost automatically, become “buyers”.
If that was true, why do you basically get mediocre results with just about everything you try? Nothing ever seems to work “as advertised.”
You’ve got to stop using the “image type” advertising everybody else uses…
... you have to stop promoting you and your clinic in your ads.
The way you’re doing your marketing right now dates back to a time when you could create a lot of excitement with an “image” or branding type ad because you might be one of only a few dentists, pharmacists, or chiropractors.
Today the marketplace is quite different however.
That means it takes a ton of advertising (and a lot of money) to get your brand recognized.
It’s simply not an affordable, realistic strategy for small business owners and entrepreneurs.
And especially not a good idea as chiropractors to try and build a brand FIRST.
Takes too much time and way too much money convincing them that not only is chiropractic what they need, but YOU specifically are also the right chiropractor for them.
The good news is there is a strategy you can use that actually builds your brand for FREE and…
… while bringing in the new patients you want right now.
Focus your marketing efforts (and dollars) on these objectives:
The goal of your ad should be to make money... TODAY.
When placing an ad, your chief objective should be to make money from it RIGHT AWAY.
Your ad has to be accountable.
Do you hear that?
That ad, on that day, must generate profits and not just “build your image“.
You’ve got to start thinking that way.
The ad (newspaper, TV, postcard, Val-Pak, Groupon, etc.) needs to generate leads and at an acceptable cost.
Those leads have to convert to paying new patients/clients at an acceptable cost.
In my practice, my wife would track all of the “stats“ for each ad we ran and know the R.O.I. instantly.
You have to know the R.O.I. for everything you do in your marketing.
It’s so simple. Just track things and know your R.O.I.
Otherwise, you will never know what’s working best so you can do more of it.
Many unsuspecting small business owners have gone bankrupt simply because they didn’t track results. I preach it to my coaching clients every single day.
Targeting your audience one at a time in separate ads is absolutely critical.
When you have limited resources, it is especially important for you to narrowly focus on a very specific audience inclined to buy from you.
Who is your ideal patient?
Market just to them only.
Then look at which media will reach them best.
It may be tempting to copy big companies' advertising and marketing strategies - especially if they are backed by high-profile, high-priced agencies.
However, if you want maximum profits, a powerful brand, and a positive relationship with a loyal group of customers that remain excited about doing business with you, do NOT put your energy and marketing dollars into “image“-type advertising.
For us as chiropractors, "consumer protection” (PSA) Public Service Announcement-style ads are the only way to go.
Send me an email at support@conditionspecificmarketing.com if you’d like more details.
I can give you a simple strategy that you can use on your own, that you can use immediately to TRIPLE the number of new patients you get from your marketing instantly.
Dr. Rob
Robert McDermott, DC
Condition Specific New Patient Marketing Solutions
198-39 32nd Ave. Suite D8
Auburndale, NY. 11358
(888) 396-1690
