How a Famous Copywriter Can Help Your Practice

chiropractic marketing pic

This is me and internet copywriter Ray Edwards at the recent World Internet Summit. Ray has written copy for some of the biggest selling websites and made his clients millions of dollars in just the last few months.

During the summit, Ray Taught on his “4 Part Selling Formula” that he uses to write web copy. I’ve listed them with my notes on how they translate into your chiropractic marketing plan.

1. “Here’s What I’m Selling” — This is what you say in your advertising or even when describing your services to a new patient. These are the features of your offer. Maybe you offer a special type of adjusting, or you have a decompression table, or have a special plan for fibromyalgia patients.
2. “Here’s How it helps you” — Many DC’s fall short on this one. We assume that the prospect understand the benefit, but many do not. You have to explain to your prospective patients how what you do will help them. These are the benefits of  your offer. And specifically how it will allow them to do the things they enjoy in life. ie golf, playing with the kids, dancing, etc. Remember, the patient is saying “what’s in it for me”.
3. “Some questions you may have” — This one is huge in our profession! We need to handle their objections before they even ask them. Common objections are cost, skepticism of chiropractic (does it work?), fear of chiropractors, “Do I have to go forever?”, “will it come back”, etc
4. “Here’s exactly what to do next” — In your marketing, you have to tell the prospective patient exactly what to do next. You can’t just assume they will know what to do. “call now” or “click here to schedule an appointment” are examples of this.

Ray Edwards also mentioned the following that I thought applied well to our practices:

“They wouldn’t be on your website, unless they weren’t silently begging you for help with their problem.” This applies to when a new patient calls you too.

How can you apply the above marketing strategies to your chiropractic marketing plan?

1000% ROI on Sciatica Ad

In my last post, I showed you how to perform chiropractic marketing research on the web for your offline marketing. I mentioned how I had used the research to write a new newspaper ad.

How did the ad do?

In less than 60 days, it has brought in a 1000% Return on Investment. To be more specific, I spent $700 to run a half page ad in my local paper. As of today, I have already received $7000 in collections directly from this ad.

Now you might be saying, “That’s not that much!”.

Well, lets dig deeper. A few of these patients have insurance, so in the next 30-60 days I will collect another $2000-3000 dollars.

And I have already received 2 more new patients that are referrals from the original group of new patients that came in.

So when it’s all said and done, I expect this one ad, ran one day, will generate over $15,000. Maybe you can do better, but I know it’s been years since I could spend $700 on a newspaper ad and make $15k back.

The only time an ad even came close was first time I ran a killer ad, back when I first opened my practice. Before everyone else was running them all over town :(

So why did the ad work so well?

Two reasons:

1. The headline spoke to the ideal patients that were suffering from the 3 things listed in the headline (sciatica, back pain, and herniated discs)

2. The picture I used had a special caption under it (which is read almost as often as the headline). And the caption spoke directly to the ideal patient

How to Use Internet Keywords in Your Offline Marketing

Are you using keywords in your chiropractic marketing?

The term “keyword” can be defined a few different ways, according to The one you probably hear most is “a word or a phrase used to find useful results in internet searches”. Basically, keywords are what people type into Google or Yahoo when they are doing a search for something.

Many businesses will use keywords in their online marketing. They are used when running pay per click ads, like Goolge Adwords. Keywords can also be used when “optimizing” a website.

We will get into more detail later about how to use keywords in your online marketing plan. In this post, I want to show you how I recently used keywords in my offline marketing to do a newspaper ad.

A few weeks ago, I was working on writing a halfpage ad to run in my local paper. As with any marketing copy, the headline is the most important piece. With this ad I wanted to target people with lower back and disc problems for my decompression program.

What words would make the most qualified new patients read the ad?

I brainstormed a short list. Lower back pain, herniated disc, bulging disc, sciatica, leg pains. Many doctors would assume the term “herniated disc” would the be best to use. After all, that’s what decompression is known for helping. I was thinking the same thing.

But just because we think herniated disc is the best keyword to use, this may not necessarily be the words that patients use most to describe their problem.

When a patient has a health problem nowadays, the first place they look is for free information on the internet. So, I did some research using Google’s keyword tool and at

Which keyword was the winner?

Sciatica 1534

Lower Back Pain 965

Bulging Disc(s) 192

Herniated Discs 34

Leg Pains 26

Clearly sciatica won. And if I took into account all the derivative keywords, like “Sciatica exercises”, it would have come out even more ahead.

As you can see, patients don’t speak using the same term as us doctors. How can you use keyword research in your marketing plan?

In my next post, I’ll tell you how and why the “sciatica ad” beat the pants off any ad I had previously used (including some of the more popular ads you’ve seen used by chiros)!