The Three Golden Rules of Advertising If You're a Chiropractor…
By Rob McDermott | March 4th, 2021 | Condition Specific Marketing
First, there's the Golden Rule of all advertising...
“If you’re marketing to everybody, you’re really marketing to nobody.”
It means that it might sound like a good idea to “cast the widest net possible” and try to catch everyone’s attention when advertising, but that’s exactly why it will fail.
It’s why our advertising never talks about “generalized” conditions like chronic pain or arthritis, or even worse...
Something like: “Do You Know The 7 Warning Signs Of A Pinched Nerve?”
Second, you never want to talk about multiple “conditions” you treat (ie. back pain, knee pain, auto accident injuries, neuropathy, weight loss, etc) in the same ad.
You want to keep the entire focus of the commercial on just one specific condition... one type of patient, at a time.
Think about it...
You never see Ford, Chevy, or Chrysler talking about all the different car models they have to offer in the same commercial.
Same thing with McDonald’s, Pizza Hut, and Burger King. They only promote one specific menu item at a time in their commercials.
And what about the attorneys?
Like us, they also want many different types of clients, whether they’re suffering from mesothelioma, going through a divorce, considering bankruptcy, or have been injured in a car accident. But they use a different commercial for each type of client they want to attract.
Those are “golden rules” for everybody when it comes to advertising their product or service.
Now, here’s the #1 rule when it comes to advertising as a chiropractor...
As a chiropractor, you absolutely do not want to use image-type ads.
You know what I mean...
… an image of you in a nicely starched white lab coat… looking all “professional'', talking about your “gentle techniques”, “caring staff”, and explaining why chiropractic is the answer they’ve been looking for.
With the “trust gap” that still persists between us and the public, you’re “shooting yourself in the foot” if you do that. Handicapping yourself for no reason.
Listen...
We want all of the people with the type of condition you want to treat more of, responding to your advertising, right?
But if we were to use the conventional, image-type ads, talking about yourself and chiropractic, right away, we’d be “weeding out”... and losing forever ...
… everyone who isn’t convinced immediately that both you, and chiropractic, are the solution for them right then and there.
Absolutely not what we want to happen.
So, instead of using image-type ads promoting you, your office, and the benefits of chiropractic, we use ads that are more like PSA’s (Public Service Announcements).
Or what I call “Consumer Protection Ads”.
Instead of just being another self-serving doctor shamelessly promoting themselves, like everyone else does, these ads position you as an unbiased, trusted resource, people can turn to for honest answers they can’t get anywhere else.
But here’s the biggest problem I see when my fellow doctors are referred to me...
They do not have an automated follow-up system that does all the work “nurturing” and converting the leads into new patient appointments for them.
And without that on AUTOPLOT...
… you’ll never have the practice you want.
Fear of missing out (FOMO) is the biggest motivator of people there is.
Actually, it’s a “toss up’ - FEAR… AND GREED.
That’s what gets prospects to take action.
We want the prospect to keep thinking about treatment options the drug companies and medical doctors don’t tell their patients about, and maybe…
… don’t want them to know about.
They need to know that drugs and surgery are very likely to make their problems worse.
You don’t have to do it yourself, but you can automate the entire follow up and new patient conversion, without you and your staff being involved at all.
That’s actually how it should be.
Listen, I get it.
If you’re like thousands of chiropractors, it’s become excruciating to live with the unfulfilled dreams, humiliating second-rate numbers, and the constant disappointment of not living the life you were meant to.
I know you’re frustrated.
You’ve taken on all the risk... the constant stress of running a practice...
Where’s the big payoff?
When do you finally get rewarded the way you should be for all your hard work and sacrifice?
Email me at support@conditionspecificmarketing.com and I’ll tell you what nearly 1,100 chiropractors are doing right now, that’s delivering pre-qualified, pre-educated new patient appointments every single day. You can literally “copy/paste” exactly what they are already doing successfully.
Dr. Rob
Robert McDermott, DC
Condition Specific New Patient Marketing Solutions
198-39 32nd Ave. Suite D8
Auburndale, NY. 11358
(888) 396-1690