Archive | July, 2010

Chiropractic Ad Samples

July 29, 2010

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pinit fg en rect gray 20 Chiropractic Ad Samples

One of the most frequent questions we get about the Ultimate Chiropractic Ads (and even Decompression Marketing Elite) is…

“Can you send me a sample of one of your ads?”

In most cases, I understand that this is an honest, sincere question to see what type of ads I write. Usually, it’s to compare to past advertisements the doctor has used in his office. So I realize people aren’t out to steal my ads. But there’s a big problem with this request. To me, this question might as well be…

“Can you send me $50,000 in cash as a sample, to just look at?”

Why would I equate the two requests? Because unlike custom made advertisements, where a copywriter sends over samples he’s written in other industries, my ads are ready to go for one specific industry. That means any chiropractor can quickly change their name and number, insert them into the paper and start getting new patients. (Like the customer who called us yesterday from North Carolina and said his phone has not stopped ringing after running the neuropathy ad one time, scheduling over 40 new patients so far!)

You see, the ads I write aren’t “samples”. They are real ads I’ve spent quite a bit of time and money researching and writing. We don’t have any samples. The ads are all ads, ready to go and bring in quality new patients. Even if we did have samples, reading it would tell you very little. Unless you’ve spent thousands of hours studying copy-writing and testing ads, you’re not going to be able to see the nuances of how my ads work.

That’s not being harsh, just being honest. I’ve had two chiropractors, who’ve spent years writing their own ads, now use mine and love them. They’ll be the first to tell you that their own ads worked okay, but after using mine they won’t likely ever go back.

An advertisement works because it produces new patients. Not because it looks beautiful or professional (although I think my ads are both!) Even if the words of an ad are the most beautiful prose ever written, if they don’t bring in new patients they are rubbish.

To ask the question a slightly different way is to say…

“How are your ads different than what I’ve used before?”

Now this is the question most people want to know, and 90% of the time the ‘question behind the question’ of “can you send me a sample”. There are really only 2 reasons to want a sample. Either to run it and see how it does or to see how it looks and reads to differentiate it from other advertising the doctor has seen in the past.

As an aside, sometimes we get the “if you’re ads are so good, why don’t you let us try one for free, then we’ll buy the rest” type of request. I guess we could do that, if we were willing to get our attorney to write up a very long, lengthy contract, making this requester promise to pay a percentage of what he makes, with various clauses for defaulting on the agreement, etc, then pay said attorney thousands of dollars to prosecute violations of this contract, which we all know would be numerous. OR I could just give you a 90 day trial period with a money-back guarantee, and save both of us some legal bills!

But seriously, if you’re struggling in practice ( I feel for you, as I was once there myself), as hard as it  is to sometimes admit it to ourselves, if the 3 payments are too steep for your budget right now it’s time to hold off from buying. If $365 is too much, then you aren’t going to have the money to run an ad in the paper once you get them. And I know for a fact my ads will not work if you shrink them down to a tiny little business card-sized ad to save money.

As to the question of “how are your ads different”, let me attempt to give a quick summary. (More detailed information about these differences are given on the websites linked above.)

  • They work better at bringing in quality new patients. Why? Various reasons: they employ empathy, photos with captions, effective offers with a deadline, etc.
  • You get 40 different ads (Or a new decompression ad every month in the Decompression program.), as opposed to a small handful.
  • You get multiple sub-niched ads, including neuropathy, fibromyalgia, numbness, sciatica, back pain, headaches, decompression, laser, scoliosis, etc.
  • You get a money-back guarantee for 90 days on the Ultimate Chiropractic Ads and an area exclusive 60 day trial (nonrefundable) with no long term commitment with Decompression Marketing Elite. Do the other ads give this?
  • You get the “how-to” reports. How to get the best ROI with these ads. How to save money with your newspaper ad rep. How often to run the ads. What size. Which ones work best.
  • You get bonus marketing letters that you can use via mail to get more referrals, re-activations, new homeowners and more.

I could go on and on, but these are just a few that I’ve listed here. We really have tried to come up with the best chiropractic marketing product available for you to bring in quality new patients. If you haven’t tried them out, what are you waiting for?

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Best of the Best

July 22, 2010

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pinit fg en rect gray 20 Best of the Best

According to Google Analytics, my blog has had near 100,000 pageviews. Today I looked at the most popular articles since the blog started in 2008. You might be interested in seeing the most popular articles by category. Feel free to comment at the bottom of those articles or below this post below.

General Marketing

The Best Months for Chiropractic Marketing

Most Controversial Post

Chiropractic Coaching Lie #3: The High Volume Lie

Spinal Decompression

Decompression Practice Solutions

Referral Marketing

Internal Marketing Strategies, Part1
Internal Marketing Strategies, Part 2

Practice Growth

The Only 5 Ways to Grow Your Practice

Newspaper Ads

Are Chiropractic Ads in the Newspaper Dead?

Internet Marketing

My Top 3 Internet Marketing Strategies

Obamacare and Chiropractic (2nd Most Controversial Post?)

Congress Has Done It, Now What?

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6 Chiropractic Internet Marketing Tools

July 12, 2010

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pinit fg en rect gray 20 6 Chiropractic Internet Marketing Tools

Today I was reviewing the practice stats of a Decompression Marketing Elite client and noticed that this client was doing exceptionally well with internet marketing, getting a whopping 1873% return! The internet is one of the most cost effective ways to market your practice. There is at least a billion people using the internet in the world. And it’s growing more and more every day.

At this point, it’s not a matter of if you should be marketing online, but simply how you should be marketing online. But where do you start? What works for chiropractors?

There are literally thousands of different ways to market your practice online. But not all of them will bring you a return on your time or money spent. Some are frankly a complete waste of your time, no matter what anyone tells you.

Let’s take Google for example…

On the Google search engine there are only 21 slots on the results page (11 paid, 10 organic) for keywords. And we all know you gotta be in the top 5 listings are you are going to be overlooked. How do you go about getting in the top 5 listings?

Some “web site experts” are still claiming you’ve gotta have good meta tags, and they’ll gladly do that for you at the low price of $1000. Most chiropractors don’t have a clue what meta tags are (why should they) so this geeky language makes the “expert” sound like he knows what he’s doing.

The problem is that on a scale of 1 to 10, 10 being the most important components of your website, meta tags are about a .05. Which means you could leave meta tags out and still be at the #1 spot if you did everything else right. Meta tags were hugely important in 1998, but in today’s world they are simply minor in comparison to other components.

So as you can see, there’s a ton of information to sort through and learn. The problem is you have very little time to do it. And neither do I. This is why I have developed easy to use tools for internet marketing, as well as found great services that can save you time and money.

Here’s a list of some great internet marketing resources you can use. One is my own and the others are people and businesses that I’ve dealt with in various ways in the past, meaning they can be trusted.

Chiropractic Marketing Web – A fully automated new patient internet generator that includes email, videos, blogs, a system where all your online social networking is done for you each month…. and more.

Aweber Email System – The best email system on the internet.

ChiroMarketing Academy – My membership site on how to lessons on internet marketing, print marketing, conversion and more.

Leave a comment below and tell us if internet marketing has worked well for your practice.

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2010 Summer Reading List

July 6, 2010

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pinit fg en rect gray 20 2010 Summer Reading List

What business books will you be reading this summer to improve your practice?

Reading is one of the best ways to learn. For your practice growth, you should be consuming a steady stream of new ideas and strategies that can help you excel. I’ve had numerous breakthroughs in my life. Many of those breakthroughs began with a small sentence or thought on the printed page.

Reading is an acquired skill. Few of us are born with the desire to read a book a week. I hardly ever read non-fiction books until my practice began to struggle. Then I started reading every good marketing and business book I could find.

Each month I read 4-6 books on a wide range of topics like: history, biography, theology, marketing, business, philosophy and good classical fiction (read aloud to the kids). Here are the top 4 books in the business/marketing category that I look forward to reading this summer. Grab one or two to read while you’re sitting on the beach or enjoying a break from the summer heat.

What books are you reading this summer? Let us know in the comment section below. (If you’d rather read books digitally, Amazon just recently dropped the price of their Kindle to $189.)

51UaIsXQhuL. SL160  2010 Summer Reading ListDr. John Reizer, CHIROPRACTIC MARKETING TOOLS THAT WILL ABSOLUTELY GROW YOUR PRACTICE 2010 Summer Reading List. This book has been on my to read list for awhile now. But it has finally made it to the top of my stack and should be a fast read at only 130 pages. There aren’t too many books published specifically for chiropractic marketing, so I’m looking forward to seeing what Dr. Reizer has to ad to the discussion. The bio says Dr. Reizer currently teaches as an adjunct professor at Sherman College of Chiropractic. The subject matter of the book ranges from the simply business cards and newspapers to more advanced strategies like writing your own newspaper ads, developing a weight loss campaign, and marketing to health clubs.

51WULen0VKL. SL160  2010 Summer Reading List 2010 Summer Reading ListWilliam Poundstone, Priceless: The Myth of Fair Value (and How to Take Advantage of It) 2010 Summer Reading List. The name and concept of this book fascinated me, especially when we consider that many chiropractors may soon be flocking to the cash practice model in light of recent health care reforms. In Priceless, Poundstone looks at how prices are set and how we don’t really know how much anything is worth. The inside flap reads:

“People used to download music for free; then Steve Jobs convinced them to pay for it. How? By charging 99 cents. Prada and other luxury stores stock a few obscenely expensive items — just to make the rest of their inventory seem like a bargain. Why do text messages cost money, while e-mails are free? Why do jars of peanut butter keep getting smaller in order to keep the price the ‘same’? The answer is simple: prices are a collective hallucination.”

51dt0i1QPTL. SL160  2010 Summer Reading List 2010 Summer Reading ListArthur C. Brooks, The Battle: How the Fight between Free Enterprise and Big Government Will Shape America’s Future 2010 Summer Reading List. Being entrepreneurs like we are, and realizing the government already affects our business in many ways (and will do so even more in the future), this book should be on every chiropractors ‘to read list’. I added this book to my Amazon wish list when I read that WORLD magazine ranked it as their book of the year.

“Honoring a book on current political and economic questions is unusual for WORLD. Our books of the year in 2008 and 2009 were The Reason for God and The ESV Study Bible. We generally rate timeless higher than timely—but sometimes we have to pay attention to the immediate. Samuel Johnson said, “Depend upon it, sir, when a man knows he is to be hanged in a fortnight, it concentrates his mind wonderfully.” As the United States careens toward a crucial fall election, The Battle is concentrating minds.”

51yQvghvTXL. SL160  2010 Summer Reading List 2010 Summer Reading ListRobert V. Levine, A Geography of Time: The Temporal Misadventures of a Social Psychologist, or How Every Culture Keeps Time Just a Little Bit Differently 2010 Summer Reading List. I’ve always heard that other cultures live at a slower pace than western cultures do. But I’ve never given much thought to how that affects business and society. Dr. Levine is a psychologist who’s spent much of his life studying time. The book description says, “Levine raises some fascinating questions. How do we use our time? Are we being ruled by the clock? What is this doing to our cities? To our relationships? To our own bodies and psyches? Are there decisions we have made without conscious choice?”

I first heard of this book, which is about 12 years old, from the following video.

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