chiropractic advertising

Marketing Decisions to Consider with Chiropractic Print Ads

Are you serious about management success and developing a thriving chiropractic practice? If you answered yes, then I will assume that by now you have a functional marketing strategy in place.

The whole point of a strategy is to help keep you from throwing away money on something that’s not really going to help your business grow. What do you want to achieve and how much money are you willing to commit in order to achieve it? This is what marketing strategy will enable you to determine – and achieve.

Where will you spend your hard earned money?

Optimization of your chiropractic website is no doubt pretty close to the top of your list. Newspaper advertising should be near the top too. Setting a budget is one thing. It’s also important to work out a plan to spend that money wisely.

I’ve put together a few pointers to help you on your way when deciding how to spend your allocated newspaper-advertising budget – to put your chiropractic office on the map.

Research is a must

Newspaper advertising is only effective if people actually read the publication in question. A little local knowledge comes in useful here. You should have a pretty good idea as to what newspapers and magazines are popular in your local area – and which ones aren’t. You need cold, hard figures though – so ask for a circulation breakdown from the newspaper itself. It’s also worth doing a little research. The Alliance for Audited Media (formerly The Audit Bureau of Circulations) is able to provide not just circulation figures but also detailed social metrics for newspapers with a circulation above 25,000.

One bad result isn’t the end all

Be realistic, it’s perfectly normal to expect results just don’t base the rest of your marketing on the first ad you run. It could be a huge success, if so run it again, but at a later date, don’t risk wearing it out. If it’s not successful, try another ad.

Don’t give up if you don’t see instant results; give your marketing some time to grow. Newspaper advertising for a small business is all about raising your profile over time. If your chiropractic practice was recently established, you’re going to have to give it time for people to get to recognize your name. Recognition will come – but you’re going to have to stick with it.

Stay consistent and resist the urge to dip in and out of the market

It might be tempting to decide to splash out on the largest ad you can afford if you have a particular good month – but then not spend anything at all in those months when cash flow is tight. You need to resist this approach. If you simply ‘dip in and out’ of newspaper advertising then quite simply, people are going to forget who you are. Making a solid commitment to placing ads on a regular basis – rather than a big glossy ad once in a blue moon – will prove to be the best strategy.

Don’t be talked into buying advertising space you can’t afford

I cover this topic in the Ultimate Chiropractic Ads kit. A newspaper advertising sales team can be a pretty persuasive bunch. Hold off on package deals until you have a few runs under your belt.

But you might receive phone calls sometimes, offering great deals on unused advertising space. This can often be a great value, but not always a great location in the paper. It’s fine to take the paper up on these offers from time to time, but ask questions and weigh your options, it might not be such a great deal if your ad is tucked away on in an obscure section and not seen. Also consider, unplanned advertising could eat into other parts of your marketing budget. The same goes for seemingly great value advertising space in neighborhood newsletters and start-up magazines. These publications can be great for building up a friendly, community-based profile – just don’t let the spending spiral out of control.

A willingness to commit and the ability to keep a tight rein on your budget: if you get this right then you’ll soon see that newspaper advertising becomes a highly successful part of your chiropractic marketing plan.

What is Instagram?

By drbeck Leave a Comment Sep 20

I’m sure by now you’ve heard about the mobile phone app Instagram. I almost hesitate to say this because some of us already feel a little intimidated and overloaded with social media, but… this one really shows potential for being a great marketing tool.

Believe it or not it will add yet another avenue in promoting your chiropractic business.

As I mentioned Instagram is an app found on your mobile phone. It’s a video- and photo-sharing platform and with different supporting apps, it offers a free means of driving visitors to your chiropractic website and engaging with prospective patients.

You’ll notice as you read this post that there are some similarities with this app and twitter. For instance, you will use hash tags to help promote and find things. If you’re not familiar with hash tags then think “keyword” proceeded by the # symbol that is a hash tag. Example; #chiropracticmarketing. Also, you can link to others using the @ symbol just like twitter and Facebook.

Here are some ideas to help with using this platform’s marketing potential.

Hash tags (remember, think keyword)

Search this site by browsing for hash tags ( #chiropractor,#yourtownchiropractic, or #sciatica, #neuropathy) that are relevant to your practice and profession. Hash tags help you in find out what individuals are discussing related to certain subjects.

As you post on Instagram, add one or two hash tags associated with your practice and the topic of your photo. People will search for photos using the hash tag, when they do they are going to see your photos pop up in the results and that will lead them to your posts on Instagram and, eventually, your chiropractic business, because you will have your website information in your profile; more on that later

Post Great Pics

Instagram is all about visual; therefore when you’re out, always be ready to snap a pic of interesting things that can be captured on video or in a photo.

Begin by posting various images on Instagram and watch to see which ones will create the most attention. When you become better at knowing a great photo op from a less interesting one, you can be a little more selective and post the more relevant and entertaining photographs or videos (that are limited to fifteen seconds each).

In order to reinforce your brand, think about including a logo (on a sweatshirt, cup or hat, for instance) or an additional visual signpost of your chiropractic business (like a signature product or your face maybe with an added watermark) within as many of the images posted as possible.

Piggyback upon Other People’s Posts

When you search other Instagram content using hash tags associated with chiropractic or events in your area, you will find photos or videos which will catch your attention, much like the headlines and photos in chiropractic ads. You can request to share that users URL via twitter, post the link on Facebook or share the link with your photo so your followers can view and comment. Likewise, as others share your information, in their posts in order to draw additional traffic.

Comment and Like other Photos

As a general rule of thumb, the more you ‘like’ or comment on other people’s posts, the more other people are going to ‘like’ or comment on yours. At the minimum of one time per month, conduct an Instagram search upon your most used hash tags then ‘like’ all of the best videos or photos you see.

Here’s how to set up your Instagram

Find and download the app on your mobile phone, set up your profile with username and password. People will find you, if looking, by your username or name used in your profile.

You can find mine by searching for DCPracticeTools or Dr. Michael Beck. Once you’ve set up your profile you can get started by pulling photos from you phones photo stream.

Instagram even has an editor so you can crop and edit your photos. Then go into your settings and link your Facebook and twitter accounts. Why? Because you can feed your photos to your Facebook page and twitter page if you want. You can even encourage your followers on other media sites to find and follow you on Instagram.

Love it or hate it….it’s here to stay, might as well get some free chiropractic marketing out of it.

ps. I just did a search for #neuropathy, 679 results from the word, that doesn’t include all of the hash tags that have the word neuropathy in it.

What is Branding and How it Applies to Chiropractic Marketing

By drbeck Leave a Comment Aug 23

When you hear the word “brand” or “branding” what comes to mind? To be honest my first thought is cattle and the permanent mark of ownership.

But in today’s world of business it’s more than that, branding is a process, a philosophy and a smart marketing maneuver.

Not tracking with me yet? Think a crowned mermaid with long flowing hair, a Gecko, and a profile of the forbidden fruit with a bite out of it. You wouldn’t have to think very long because you can easily associate these things with their respective companies.

This could almost be a fun party game.

According to the folks at Businessdictionary.com, branding by definition is, “the process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”

In the chiropractic profession customers are the patients.

Did you catch that line in the definition? “advertising campaigns with a consistent theme.”

Chiropractic marketing is a significant and differentiated presence, but only if you practice it on a consistent basis and with diversity. Print ads, an online presence with a chiropractic website, social media and networking…the list is extensive. So many ways to get your name and practice out there in front of your target audience. And get this, you will find yourself using many name brands in your marketing; Google, Facebook, Twitter…

Wouldn’t it be a perfect world if when people think of their health and wellness they immediately thought of chiropractic?

Better yet…you and your practice!

What steps have you taken to brand yourself and your practice?

As you contemplate that answer, take a look at this interesting video on the subject of brands and the art of branding.

Did you correctly identify the brands? Starbucks, Geico & Apple

Great Chiropractic Marketing Begins with a Good Story

By drbeck Leave a Comment Aug 3

Five years ago this month chiropractic marketing officially became my primary source of income. Just four years prior I was a breath away from losing my practice, and now I was selling my practice at a profit and launching a new business.

There is not enough time or space on this blog post to share everything that’s happened in these five short years, but I can tell you that when I started this chiropractic marketing business and this blog we had three children, we now have six and we’ve moved three times. So as you can imagine, it’s been a busy and blessed five years.

If you’ve been reading my blog for a while or listened in on webinars you’ve probably heard my story many times, you might even think you’ve heard it enough.

But understand that I don’t tell it over and over again for my benefit or those who’ve heard it; it is told for those who haven’t heard it.

My background isn’t shared to help promote my business; it’s shared to lay a foundation of understanding and knowledge, and build trust.

Marketing is like that too, there are always those who have not heard about chiropractic and how it can change lives. That is one reason why you should never stop promoting and marketing, not solely for the benefit of bringing in new patients into your practice. I understand, I’ve been there and growing your practice is probably the main reason you should invest money into chiropractic advertising and maintain a continuous stream of marketing campaigns throughout the year. But practice building is only part of why you should be advertising; the other reason is for those who need to know about chiropractic.

You would be surprised to know how many people don’t know about the chiropractic profession and all that it has to offer.

Or maybe they have heard of chiropractic, but what they’ve heard are the opinions of people who have never been to a chiropractor or stories of those who knew someone who went to a chiropractor ages ago and had a bad experience, which may or may not have been true. Which seems so strange when you consider all of the horror stories you hear about the medical profession and lawsuits against pharmaceutical companies, and yet people still see doctors and take prescription drugs without so much as a thought to what the long term effects might be, but I digress.

Chiropractic marketing is more than promoting you and your practice. It’s also education for people who need alternative solutions in their health care.

My story also does more than encourage chiropractors; it provides an understanding and a connection. It creates a trust.

That is the same thing you are doing when you invest your time and money into marketing your practice. When you can make that connection with people they feel comfortable with you and seek to know how you can help them.

Chiropractic marketing also helps build a legacy.

My position has given me an opportunity to meet many chiropractors and hear their stories. It’s amazing to know that many chose the chiropractic profession because of the chiropractic experience they had as a child or teenager. You just never know, the child that comes in to see you today because of your ad the parent saw in the paper, might be a chiropractor someday, and you might be the reason why.

When emails come in telling me that one of my chiropractic ads has helped bring in a multitude of new patients, I am happy for those doctors, and I’m honored that they listened to what I had to say, trusted me and my marketing tools, but I am even more overjoyed for their patients who will be receiving chiropractic care and hopefully sharing their chiropractic experience with their friends and families.

In hindsight, I can say it was a blessing to go through those very hard times in my practice. If I hadn’t struggled, I wouldn’t be where I am today, helping chiropractors achieve success in a profession that I am passionate about. If you don’t know my story, you can read about it here.

Most of the important things in the world have been accomplished by people who have kept on trying when there seemed to be no hope at all.~Dale Carnegie

3 Ways to Use Chiropractic Ads on your Website

By drbeck Leave a Comment Jun 17

For over five years the Ultimate Chiropractic Ads have been a leader in print advertising. But did you know that there are other ways to use the ads?

Marketing your practice can be done in print and online. If you have a website for your online marketing then you should consider these three ways to use chiropractic ads on your website.

Landing page- If you use Google or Facebook ads to enhance your online presence, then you should be driving visitors to your site using a direct link in the ad. A landing page on your website is a great place to use one of the condition specific chiropractic ads found in the Ultimate Chiropractic Ads kit.

Choose an ad that would be compatible with the Google or Facebook ad campaign you plan to run. If you wish to pull in more neuropathy patients, you would base your ad campaign on neuropathy or some of the symptoms of neuropathy, such as numbness and tingling. Upload the PDF version of the ad onto a new page on your site then provide the URL link in your ad campaign, when visitors click the link they will be taken to the landing page giving your visitors a chance to take advantage of the discounted offer in the ad.

Blog Post – Write about what conditions you treat in your next blog post. I’ve often talked about the advantage of adding a blog to your practice website. Not only does a blog turn your static site into an active site, it also helps you communicate with your existing patients and helps prospective patients learn more about you and your practice. It also builds trust and educates those who find your site via web searches.

By selecting a condition specific ad to use as your blog post you are also adding key words that will help your site rank higher when people are searching online for information about their symptoms.

Video – Videos are a great way to keep visitors on your site longer. They also encourage people to click more pages once they have watched the video. Again you would select an ad you want to use, however you would have someone actually say what the ad is about in the video.

To add more chances of being found in searches, you will want to upload your video on a video sharing site like YouTube or Vimeo. Make sure you include any key words in your description when you upload. After you have uploaded your video you can then grab the code to embed your video on your website.

This is a great opportunity to be the star of your own show, but if you’re camera shy, ask one of your staff to give it a go or look into hiring a college student who is majoring in theater. College kids can always use the extra cash.

Be sure to visit the Chiropractic Marketing Web for more tips on how to use videos and blog posts in your chiropractic marketing, online or in print.

Turn Negative Online Feedback and Reviews Into Positive

By drbeck Leave a Comment Jun 4

If you’ve ever been on sites like eBay, Etsy or Amazon, you are probably very familiar with the meaning of “feedback”. Sellers on these sites know the value of positive feedback. This value translates into sales and a savvy business owner will use the positive feedback in their marketing.

Buyers also use the feedback system when deciding between two businesses offering the same products or services. When facing this type of decision, positive reviews are a huge factor in bringing the sales to a business.

Positive feedback and reviews will drive new patients into your office especially when you use those reviews in your chiropractic marketing.

However, people typically do not seek out places to post a positive review, but they will go to great measures to post their unhappiness all over the internet.

Don’t read this the wrong way, people love to share their good experiences in a tweet or on their facebook page, but those who have a bad experiences are more likely to share their dislike about a business in a lengthy review on a business’s Google places page or another site with similar review options.

I myself read reviews of products or services that I research to buy. Do I take all of the negative reviews seriously? Absolutely not, because after reading a ton of reviews on a certain product, you can usually tell which reviews are legit and which ones are bitter grapes.

In the end, it’s a judgment call. But is that what you want those reading your reviews to do? Make a judgment call on whether you are the chiropractor they want to begin treatment with?

Negative reviews and critiques are part of owning a business. There will never be a day when you will please all of the people all of the time, but there are a few things that you can do to turn a negative into a positive.

If you do receive a negative review, first of all, don’t freak out. Grow some thick skin and chew on the review for a day or two. Sometimes you will see a small hint of truth in the review. In that case, take what was said and use it to make some changes in the way you do things.

If the review or feedback is unsubstantiated or grossly incorrect, try these suggestions;

Reply if you have that option – there are places where you can reply to your reviews. If you do choose to share your side of the story, remember to be kind and leave your feelings in another room, a reply will be there for the world to see so your rebuttal should be done in a professional way. However, if you feel this can’t be done there are some other options.

Disputing reviews – You need to have a few things in place before you put this plan into action. Documentation is a must. If it’s a review about an offer in your chiropractic advertising, you will need to have the documentation to support your dispute. Of course in the case of disputing a service or treatment in your office this could get a bit sticky due to patient privacy issues. Therefore, you might not be able to dispute all claims, but you can write a personal letter to the person who left the review. Ask them why they left the review and ask if they are willing to settle the issue amicably. You can also ask if they would be willing to remove or edit there review.

If that doesn’t work, there is another option…

Submit a request to have a review removed – Yahoo provides an option to request removal of a negative review. Again, I would suggest you have documentation to support your request. A friend of mine owns a small business; and member of his staff frequently monitors reviews and feedback on several sites where his business information is located. After reading a negative review regarding service, the business owner wrote a letter to Yahoo explaining his side of the story along with support documents.

Yahoo removed the review, no questions asked.

Amplify Your Practice Marketing with Location, Places, Pages & Reviews

By drbeck Leave a Comment May 22

In real estate the mantra is “location, location, location”. Simply meaning that if you are fortunate enough to have a home or business in the right location, then this will bring you higher resale value and profits.

In the business sense location is just as important when deciding on where to place retail, restaurants or offices. Demographics play a huge role in this decision. You can bet that extensive research and planning are done when deciding where a company should build. One thing for sure is business owners want to be confident that the area will support their business. Example; does the area have enough traffic to pull in a good flow of revenue?

Ease of access and visibility should be considered too.

When I set out to find the prime location for my practice years ago I had to consider these questions; would the office be visible to the public from the road? Would this location provide easy to access for my future patients? Is it in a high traffic area; main road or shopping area? Or, is it tucked away in a medical plaza where the only traffic passing by are the people coming into the area to see another doctor?

You could say that deciding a location is one of the first steps you take to market your chiropractic practice.

Signage is also important, not just on the front door either. You also need to have visible signage out where traffic can see your office when passing by or when new patients are trying to find your office.

Another important location for your practice marketing is online. Brick and motor buildings with signs are needed to bring your patients into, but an online presence is needed to direct those patients to you.

Obviously the most practical online presence is a website, blog or both. Although having a website built and maintained can be costly, it shouldn’t be shelved because of cost. If you know your way around computers, you can probably build your own chiropractic website. If not a website at least a blog so your practice can be found via web searches.

I’ve found that there are many advantages to being online, but those advantages are easily amplified when using the free marketing tools offered by the following online entities. Many of these sites already have your information; all you need to do is claim and verify your business.

Bing
Google
Yahoo
Yelp
Yellow Pages

All of these will require you to register and set up a profile, you probably already use one of the top three.

Using Google for my example; if you are not already registered with Google, take the time to access the site and sign up for an account. This is something your office staff can do for you as well.

After you have registered, you can then set up your profile in Google +, once this is done find the “local” tab on the navigation menu. Set your location (city, state) and type “chiropractor” in the search. If your practice doesn’t show up in the results you should add your business then verify.

If it does show up in the results, you can then claim the business and verify. You will then have access to your business profile and you can begin adding information. This is also where you will receive reviews from your patients.

Do the same with Bing and Yahoo and any other search engines. Add your practice logo, contact information and description of services.

This will accomplish two things; visibility and credibility.

Yelp and Yellow Pages essentially work the same way, you will need to sign up and create a profile, then search for your listing, if it is there you can now claim it and begin to add information.

It’s also important to check all of these sites periodically for updating and monitoring reviews.

Remember these suggestions should not replace regular chiropractic advertising or marketing campaigns. These suggestions are basic additions to your marketing tool kit. Your chiropractic marketing should remain consistent throughout the year to keep your practice in the best location…in front of the competition.

You Want the “Where the Rubber Meets the Road” Kind of Marketing

By drbeck Leave a Comment May 15

As a new graduate of chiropractic school, your determination to begin your chiropractic career is at its highest point.

There is nothing that can hold you back. Fresh out of clinical rotations, you are mentally ready to open your own office and begin seeing your own patients. You even have a few patients already lined up, and they aren’t even related to you.

When setting up your chiropractic office, you thought you had covered all of your bases; equipment, furniture, office supplies, even some nice chiropractic art for the walls.

There might have even been enough loan money left to hire one chiropractic assistant.

You even made it through the credentialing process without too much stress, so now you can proudly answer ‘yes’, when a patient asks if you are in their network. Although, you’re pretty sure this was the right decision, you inwardly cringe when you see your rates reduced by half.

But hey! This will only hurt for a little while because after all, being in network with all the major insurance groups will help you get more patients…right?

You don’t even realize you’ve left something out before reality sets in.

This timeline is different for everyone, but at some point you begin to notice your bubbly determination has turned to desperation. That once giddy chiropractic graduate has begun to see life on the other side of the rose colored glasses and it’s pretty black and white.

I think this happens when you begin to get more claim denials in the mail than checks. This is when you learn the dance of insurance appeals. Nobody warned you about that did they?

In hindsight, I can say optimistically, it will get better.

Would you believe me if I told you this was a choice?

The choice between aggressively marketing your business or to continue down the road of denial seems like a no brainer.

However there are those who turn a blind eye to the obvious signs of a sinking ship. I can’t say that I blame them, the decision to spend money on marketing and chiropractic advertising is a hard pill to swallow for some, for others it’s an all-out emotional roller coaster. Whether it’s fierce independence, fear or pride, all of these emotions will only hold you back and stunt the growth of your practice and your chiropractic career.

It is my hope that I can reach some of you before you spend tons of money on marketing seminars and valuable time on weekend spinal screenings. Not that these two things are bad, you can learn a lot at marketing seminars and you can actually get a few good patients from spinal screenings.

But…

You can learn just as much about marketing from your computer, in the comfort of your home or office. There are some really amazing chiropractic marketing resources online. You can learn as much as you want for free and when you have the time.

And are you really ready to settle for a few good patients? Or would you prefer a continuous flow of great patients?

There are a lot of marketing services and product choices. In fact, in can become very overwhelming.

Questions come faster than you can write them down. But one question asked more than others…

“What kind of marketing is best for my practice?”

It’s a valid question as there are many products and services to choose from and how in the world are you supposed to know which one works best or which one is best for your practice?

Here’s my two cents worth; you want to look for the kind of marketing that is designed for the chiropractic practice, targets and connects with a large multi-generational audience and has been proven over time, not just once but over and over again, and the one that increases the flow of new patients into your office.

That’s where the rubber meets the road, when the money you spend plus the credibility of the marketing product you buy, gives you the results you need to bring growth to your practice.

The #1Chiropractic Ad Question Reveals Multiple Answers

By drbeck Leave a Comment Apr 16

It is human nature to compare one thing to another or one product against another product, after all that is how we establish a baseline standard for most decisions, by comparing one experience with another.

Therefore it’s perfectly logical to want to compare a chiropractic ad program you have heard about or might have used in the past, to the Ultimate Chiropractic Ads.

For almost five years these chiropractic ads have proven themselves to be highly successful not just one time, but over and over again, but still the questions keep coming in.

You might have asked these questions yourself; ”do they work?” “what kind of guarantee do I have that they will work in my area?” “does anyone else in my town use these ads?”

My support center receives hundreds of calls and emails each month, but when I asked what the most common question is, hands down it’s…

”how are these ads different from the other ads?”

I’ve addressed this question several times on this blog, but it continues to come in as one of the most frequently asked.

The biggest difference is that they work continuously, not just once, but they continue to work time and time again. Not just one ad either, several ads in the Basic kit alone are known for their “repeatability”.

Secondly, they can be used so many different ways. Yes, they are print ads, yes they are primarily used in newspapers, in fact that is where these ads bring the best results, but there is a wide range of ways to use them.

So what is the difference between the Ultimate Chiropractic Ads and other ads?

Well to sum it up, there’s not just one difference, there’s a whole list, but I’ll keep it short and share with you “10” differences that set these chiropractic ads apart from others.

• The focus on conditions. The Ultimate Chiropractic Ads are condition specific, with the exception of two. This ensures that they bring in a more qualified new patient.
• There is no writing required; it’s all done for you. The UCA requires no writing on the doctor’s part and are ready to go after adding your information.
• Multiple ads as opposed to one ad plus other marketing materials. The Platinum edition has over 51 ads, 5 patient reports, bonus marketing letters, all the research, etc.
• Professional stock photos in high resolution included. Other ads require a different personalized picture for each ad. Only 2 out of 51 ads in the Platinum version require a personal picture inserted.
• The emotional connection. The UCA are written in an emotional way that connects the reader and their health problem to the doctor and his office. This type of ad does not present the chiropractor as superior to others, but only presents the chiropractor as one who really understands what the patient is going through.
• Research studies sited and included with ads. Each of the UCA’s use peer reviewed medical studies to back up what the ad is stating. Other ads only mentions one very outdated study about how many people use chiropractic in the U.S.
• No Hype. None of the ads “sensationalize” or state anything that cannot be backed up by the research studies, many of which are listed in the actual ads.
• No need for testimonials. While testimonials can be used with the UCA, they are not required and the ads are ready to go without them
• Outlining facts and build trust. The Ultimate Chiropractic Ads empathize with the patient and build rapport with the doctor, thereby attracting a better quality patient.
• Not just one, but all of the ads pull results. The UCA has multiple ads that have proven successful and many of the testimonials we receive will state that fact. For example, doctors will say they used the fibromyalgia, migraine, sciatica, etc. ad to bring in x amount of new patients and x amount of money.

You might have more questions about chiropractic ads and what type of advertising products are best for your practice. I encourage you to continue asking questions so that my support staff can assist you with all the answers you need to make a wise marketing decisions.

This is Why Condition Specific Chiropractic Advertising Will Always Generate More New Patients

By drbeck Leave a Comment Mar 25

Each week I get hundreds of emails asking questions about marketing and advertising for chiropractors. For the most part, the questions are pretty much the same from one email to another. However, one question in particular gets asked more than others; “How are these ads different from others?” These ads they are referring to are the Ultimate Chiropractic Ads.

Typically I will go on to list the various differences, but there is one specific difference that really needs to be noted, the fact that they are based on conditions.

You might be wondering; why market to conditions?

A very wise man once said that if you want someone to listen to you and do what you tell them, you first have to think about their wants or in this case, their needs. That wise man was Mr. Dale Carnegie. Now who would argue with that kind of wisdom?

There are other reasons, for instance; educating the reader. Believe it or not there are some people who do not know the benefits of chiropractic care. They may think they know what a chiropractor does, but many are misinformed, brainwashed or aren’t aware of the “big picture.” I mean think about it; if you ask a person what a dentist does, the answer would be; they work on your teeth. If you ask a person what a chiropractor does, the answer is; they work on your back.

Now you and I know chiropractic care offers much more than that. So if your chiropractic ad is just about chiropractic or you, then your target audience just got smaller. But if your ad focuses on a condition like, numbness and tingling or headaches, then you’ve got the attention of almost everyone who gets up in the morning.

Can you imagine a person who has not slept well in over a week, due to a headache that just won’t go away, they sit down with their morning coffee and open the paper to see your chiropractic ad about headaches and an offer to come in for an exam. You think they might be anxious to schedule that appointment?

I like how Seth Godin puts this topic in perspective in his blog post; Choose Your Customers First, he writes; “…first figure out who you’d like to do business with, then go make something just for them. The more specific the better…”

I couldn’t have said it better.

That is exactly what I did several years ago and it brought my practice back to life and I’m honored to say that my condition specific chiropractic ads have been doing the same thing for thousands of chiropractic practices all over the world for the past 5 years.

But this is not about me; it’s about how you can bring in more new patients with the right kind of advertising.

Condition specific ads speak directly to the person who has that problem, that’s how you get the good results. People just want a solution to their health problems, they really don’t want to know about the new chiropractor in town or what type of practice you have, but they would like to know if that doctor could help them with their chronic conditions.