Have you ever had less than stellar results with a chiropractic ad that’s worked for everyone else?
I’ve spoken to many doctors who now use the Ultimate Chiropractic Ads to bring in new patients. But occasionally a chiropractor will tell me their results were less than expected. After breaking it down the fault usually lies in 5 categories of changes made to the ad.
Let’s take a look at the first 2 ways you can ruin a good chiropractic ad.
#1. Changing Font Size Proportions.
This one happens more often than you might think. You simply change your contact information on the ad and send it to the newspaper. They tell you the ad needs to go up in size to fill your half or full page order. Then you see the proof. If you’re not watching closely, the newspaper editing department may have completely diluted the effectiveness of your ad.
How? By enlarging the body text of the ad, but not changing the headline in proportion. This makes the ad look weird and any regular newspaper reader is going to notice this point. If you’re using my ads, you know they aren’t designed to look like an ad. But when the font size is disproporti0nate, it’s much easier for readers to say “Oh, that’s just an ad, I’ll skip over that.”
To fix this, simply make sure the original font size ratio stays the same when the ad is enlarged. If the headline is 3 times bigger than the body text before the newspaper gets it, the headline should still be 3 times larger than the body text after they make their changes.
#2. Charging Too Much for the Special Offer.
The question of “how much to charge” for a new patients first visit always seems to get sparks flying with chiropractors. I understand both points of view. Some doctors don’t want to ‘water down’ chiropractic by giving away free exams and x-rays. Other chiropractors are struggling so bad they can’t give away exams even if they wanted too.
Here’s the point…
Marketing is about ethically persuading people to come in to your office and see if you can help them get well. And make no mistake, we must market our practices to be successful (even referrals are a type of marketing.) I’m not saying you must give away anything for free. But if you make a special offer, many people will get over their procrastination and skepticism to come in and see you.
In my ad kits, I recommend between $25 and $50. (Of course this excludes all federally insured patients, Medicare, etc.) This appears to best at weeding out the people who only want a free exam while still maximizing your ad response. In some cases more than $50 is justified if you’re doing a specialized practice. But realize that the higher you go with your price, the lower the number of new patients.
What about the loss of revenue from giving too much away? It is true you loose a small bit of revenue from this first visit. But if you’re set up your fees properly, and know how to do a report, then you’ll bring in plenty on the patients care. There is no need to be so greedy about the first visit you miss out on the huge blessings in store for your practice later on.
Also, see my previous article on this subject entitled “Is Your Marketing Classy and Effective“.