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?