There’s a little-known formula that you should use in all the marketing you do. This formula should be used when speaking, running newspaper ads, sending direct mail, on your website, and more.
It was officially put into writing in 1898, and has been used in almost every industry since. (It’s really been around since the beginning of creation, because the way humans think has not changed!)
This formula has proven successful for many, many decades, especially in direct response marketing. It’s called the AIDA formula. Let me show you how it works…
A = Attention. Your advertising should grab the reader’s attention. The best way to get someone’s attention is with your headline, if an ad, or your opening sentence (if you’re speaking.) John Caples once said that the headline is 80% of the ads effectiveness.
I = Interest. After you’ve grabbed their attention, you want to continue to making it interesting. What we’re doing here is not just putting up big, bold words in the headline just to get their attention.
You may have experienced advertising in the past that did something crazy and shocking to grab your attention, but as soon as that was over and they started talking about their product. You were no longer interested.
There’s advertising that uses words just to get your attention, but then the ad has nothing to do with that word. It almost feels like a bait and switch, where they’ve baited you, you go to look at the ad and it has nothing to do with the headline.
D = Desire. After the reader is interested in your ad, then you want to arouse their desire. The desire of your prospects are simple: they want to be rid of this annoying health problem. They want the benefits you can offer them.
For those who have my chiropractic ads, you’ll notice many of them describe what the reader will experience once they’ve improved their health…like more energy, more golf, etc. (You should continue this type of”conversation” with them during your report of findings.)
A = Action. Action is where you make the offer and then tell them how to place the appointment. In our case, how to schedule the appointment. The prospective patient must be given a reason to come and see you over all the other offices in town.
This formula that has been effectively working for over 100 years. Unfortunately, many chiropractors are not following this simple strategy with their marketing.