There are two major forms of advertising companies use.
One is called brand advertising, or “branding”. You see this with big companies like Wal-Mart, Coca-Cola, large billion dollar companies that are already known worldwide.
One example is the TV commercials these companies run to help put the name or the image in the customer’s head. They hope when the customers goes to the store, he will think of their brand and buy it.
The problem with brand advertising is that it’s very difficult to track and see if the ads are working for you. When you’re just trying to have somebody remember your name, they may not purchase for six months to a year. It makes it almost impossible for you to track the response rates accurately.
Plus, by the time that person comes in, if you were to ask them how they heard about your business, they’re not going to remember they heard about you six months ago in an ad.
Another type of advertising, one that is much more suitable for a small business, particularly a chiropractic office, is called direct response advertising.
Direct response advertising is a method of marketing where you expect a response from your ad and you can measure that response.
The goal is to get a direct a very specific and quantifiable result. The goal is not to brand an image in your prospect’s minds.
This means that when you run an ad that’s a direct response ad, that you will quickly see new patients and you’ll be able to measure within a certain amount of time what kind of response that ad received.
You can then use this information to decide if you should run a different ad, or try a different paper. The response you got will help you make decisions about future advertising.
This is where a lot of chiropractors go wrong in their marketing.
Chiropractors will run an ad that they have designed, or buy an outdated ad from someone. Then they’ll put it in the wrong newspaper, or in the wrong section of the paper, and it will bomb.
At that point they determine that marketing doesn’t work.
Side-note: Of course marketing works, but you have to look at your numbers to see how well it worked. Your numbers will tell you what’s working and what’s not. Just like you keep statistics for your practice, you’ll want to keep some stats for your ads.
Bad or stupid marketing is not going to work. Good, well prepared marketing will work for years in your practice. It’s a matter of cutting through all the B.S. out there so you can find the no-hype and effective marketing.
There is a time to use branding and then there’s a time to use direct response marketing.
This is contrary to what some of the chiropractic marketing gurus of the past have said.
They have tried to tell you that branding has no place whatsoever; you should always focus on direct marketing. This is not reality.
Branding does have a place in your practice and it is important. (Even the gurus that tell you that it’s a waste of time, still use branding in their own business.)
Branding has a place in the fact that your current patients should be branded to. You want a brand image of your practice. When you’re patients are telling other people about your office, they can rely on that image.
Also, you can brand to your community or town, but do it as a secondary benefit.
You shouldn’t pay for branding. Don’t run ads with the sole purpose of branding your practice — even for specific conditions.
For example, you wouldn’t run an ad that said, “Come see me, I’m the best fibromyalgia doctor in town” with a nice, pretty picture.
You might get a very small response if no one else has ever marketed to fibromyalgia patients in your area. But I can guarantee you that the fibromyalgia ads that I’ve written in this kit would outperform that type of ad every single time.
So how does branding really work with The Ultimate Chiropractic Ads?
When you run these ads, there will be people who read the ads that are not yet ready to respond. After the ad runs a few times, that prospect will remember you. They may come in two years later and say, “I saw your headache ad you ran awhile back and I remembered you had success with headaches.”
That is branding, but you’re doing it as a secondary benefit. It’s an added benefit to your direct response marketing.
Therefore, you should use branding in your practice for two purposes — to current patients and as a secondary benefit to your advertising.