The Secret Nugget That Makes Some Chiropractic Ads Work Better

Two questions that are emailed on a regular basis are; “Why do your Chiropractic ads work better than other ads?” “How are your ads different?”

I can answer that with one word…EMPATHY

The reason condition specific chiropractic ads work so well is because people can relate better to something they have experienced or are currently living with, better than they can relate to a chiropractic ad that shares information about the doctor or the practice.

Dale Carnegie said it best when he said;
“When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.”

Nothing makes a person more emotional than when they are living with pain or caring for a someone who is living with pain. Such an odd thing to say; who really “lives” with pain? In my book that’s not living, it’s more like coping to just get through another day. Typically, coping relates to pain management, a glossy term for pain pills or injections.

Actually, emotional is probably the wrong word, it more like distraught, desperate, they have lost hope and have given up on ever feeling “normal” again.

Countless numbers of people live with life altering pain caused by accidents, injuries, illness, unhealthy lifestyle, weight issues, and even stress.

We all have empathy for those who live with chronic pain, but rarely do we understand what they are going through or do we even consider the person living with and caring for a person who suffers with pain on a daily basis. You have to know their burden is heavy. I know that it grieves me to see anyone, especially those I love, living with any kind of pain.

Emotions Drive People to Act

When I see a person suffering I want to help. That is a human emotion called compassion. Compassion simply put is walking in another person’s shoes, imagining what it must be like to live as they do and wanting to help. This emotion is what drives a person to action.

That really is how I write my chiropractic ads as if looking through the eyes of a person who is living with pain, not because I pretend to know what they are feeling, but because I’ve had patients who have told me how they feel or how they were treated when exploring traditional medical options. Take a patient who lives with fibromyalgia or migraines, these conditions are often viewed as stress related or worse psychological.

Can you imagine the hopeless feelings many women go through when they seek help for the symptoms of fibromyalgia only to be told it could be all in their head?

I’ve found that when you can project your compassion into words on paper, this builds a relationship with the reader and because they are human and have emotions, they feel hopeful and they trust you. They begin to believe you can help relieve their pain.

Whether an athlete or a weekend warrior, when knees hurt because of too much fun on the playing field, my patients were happy to know they had an option to receive laser treatments that helped reduce pain and promote healing, rather than hassle with shots or surgery.

The same is true for patients experiencing back pain from herniated discs. For those, spinal decompression was the road to healing. How great it is for people to learn they can find understanding and non invasive treatment for the disc pain they are living with.

Even people who suffer from the numbness and pain of neuropathy find hope in knowing theirs is a doctor who understands their condition and can create a specific care plan for them.

Wrapping up, chiropractic advertising is most effective when you put the emphasis on the condition and symptoms your prospective patients are living with.

There will be plenty of time for them to get to know you and your background once they become your life long patient.

Summer Marketing Momentum Builders

Summer is normally a slow time for a chiropractic practice so it might seem practical to shift your marketing and advertising into low gear.   Vacations, camps and time spent on various activities keep people busy.  Especially moms with kids at home. But anytime you press pause you set yourself up for a loss, that […]


Step Out of the Bubble

A healthy chiropractic practice is a growing practice.  You might assume growth comes in the form of new patients and as long as you have patients coming in the door on a regular basis you think all is well. Sometimes this leads to a false sense of security and comfort becomes the norm, this is […]


What’s Trending in Chiropractic Marketing?

What’s trending today?  I can tell you it’s not what was trending yesterday and there will be new trends tomorrow. Here’s a trend for you, the televison news follows what’s trending on social media then broadcasts as if they broke the story. It’s not what is happening in the daily life of people like you and me, […]


Too Many Missed Opportunities

Too little too late is what they say. I should have said or should have done this or that. Regrets over missed opportunities pile up over a life time. It happens to all of us, on the way home from the grocery store you see a person who needs help but there is ice cream […]


5 Signs of a Habitual Marketer

The word habitual defined is: done or doing constantly or as a habit;  regular; usual;  practicing, or acting in some manner by force of habit;  of the nature of habit; by or resulting habit. We all have habits; some good, some bad.  I have habit of checking to make sure the front door is locked every […]


Marketing Your Practice; What’s in it For You?

Before we delve into the question, what’s in it for you…first ask yourself; do you want to build a practice?  Because if you don’t then we stop here. But if you do want to build your practice you have to use a marketing strategy. You’re probably thinking; here we go.  He’s going to talk about […]


What IF You Stopped Marketing Altogether?

Do you ever just want to stop? Just take a break from marketing. It’s expensive, time consuming and at times, just really frustrating. So what if you just stopped? Took a break from all types of marketing, what would that look like? Well let’s see, first we need to address why you do any type of marketing […]