Carl has sciatica. He knows this because his wife used that medical thingy online where you put in your symptoms and it tells you what you have.
Carl hates this constant, annoying pain in his right buttocks and leg. Carl has had back pain in the past, but that went away 2 years ago.
Now it’s a “completely different” problem that just won’t go away! And worst of all, he can’t play golf, go dancing with his wife, or even sit for 20 minutes in the car.
Carl knows deep down that if this problem doesn’t get better soon, he’s going to have to see a medical doctor and he’s going to give him a bunch of prescriptions he isn’t crazy about.
He grabs a newspaper on the way to work, and sees an ad for the local chiropractor. Carl knows nothing about chiropractic except that his uncle used to go to one for back pain. This ad is classy, sharp, and has a professional picture of the doctor. The name of the office is in large letters with the phone number underneath the photo.
He briefly makes a mental note that if he ever has low back pain again, he should call this chiropractor’s office.
Carl turns a few pages, reading an article on government overspending and debt accumulation. As he glances down at the bottom half of the page, his mind begins racing. To Carl’s astonishment, there in large bold letters, is a headline that reads “Eliminate Sciatica Without Surgery, Drugs, or Painful Exercises”.
Carl can’t read the “article” fast enough. It describes exactly what he is suffering from. And there’s a solution described and backed up with testimonials.
Carl reads that if he comes in for help during the next 10 days, he will get an exam and x-rays for less than $40. Wow!
Who is article from? Oh, a D.C. Hmmm, not sure what kind of doctor that is. But I’m open to anything that can help with sciatica.
Carl quickly picks up the phone, calls the office, and quickly begs the receptionist to get him in this week, “before this special ends.”
This isn’t a fairy tale. It happens every day around the world. The point of the story is that when you advertise your services, you must enter the conversation already going in the prospect’s mind.
Just talking about the history of chiropractic is not something that a new patient, who doesn’t know anything about chiropractic, is going to respond to.
Your marketing cannot be geared towards what chiropractors love, but not what patients are thinking about.
Once they come in, then you can educate them all about chiropractic and what it can help.
It’s a common phrase in marketing, “what’s in it for me?” At that point in their life, it doesn’t really matter who D.D. Palmer is.
Look, chiropractors can help a lot of different people with a lot of different issues. But, to speak to that new patient on their level, you need to talk to them in their language.