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Is This A Good Or Bad Chiropractic Advertisement?
Over the weekend I received an interesting chiropractic advertisement.
It’s from a local chiropractor and it’s about spinal decompression.
Before I share, in a follow-up post, my critique and overview of this chiropractic advertisement, I’d like to hear YOUR OPINION and thoughts.
After you view the full advertisement, take a minute to share your thoughts and comments below.
To get a full view of the advertisement, click the little image below. Just be sure to click back on your browser after viewing it to share your comments below.
I think this is a good advertisement. It positions himself as a non-surgical expert. Plus it give an offer in closing that seems like a good deal to get started.
The headline and photos grab your attention. I would lose the picture of the DTS Table. People want answers and solutions. They’re not concerned about table brands and that photo may have some people thinking of the “torture rack.”
The rest of the content is very good and positions the doctor as someone who can help without drugs or surgery.
what ‘credible’ doctor would give $275 worth of treatment for $39.00? This is ‘Kmart chiropracic’ at its worst.
The pictures at the top grab your attention; however, the picture of the traction procedure may look medieval for people not familiar with the different types of chiropractic treatment options. The bottom line is, does the ad work and get people in the door?
Looks good to me; even the $39 deal. The point is to put spines on the table, and a discount will help. If you want to stay dignified and not offer a discount, don’t bother spending money on an ad. I agree with Doc Reiner, bottom line is does it pull people in? And yes, instead of the table, I would picture someone healthy carrying a baby or golf clubs or something.
There’s a lot to critique about this ad, but I’ll only touch on the biggest issues.
1. Phrases like “Might Not” make the reader wonder if he’s the exception and surgery might work for him (everyone thinks they are the exception!)
2. The headline tries to do too much. It would be stronger if it only focused on one problem, instead of all 3.
3. There are no subheads. At the least one right before the testimonials would be helpful.
4. Too many photos and they are all too dark for black and white print. Also, I agree with the comments above…drop the pic of the DTS table.
5. Take the border out and use up more of the white space for additional ad copy. Also there is too much white space on each side of those 3 pics.
Just my 2 cents.
I cannot determine if this was an ad or insert. In any event my thoughts:
1. Headline much too long
2. Testimonials may violate federal and state laws
3. Focus should be on service, not equipment
4. Focus on desired outcome, not current condition
5. No practice branding, i.e., logo
6. $39 offer dilutes the value of the therapy and attracts the wrong target audience
While this marketing tactic can be effective, it must be executed correctly and utilize spaced repetition.
Side note: the best marketing for decompression is targeted primary care and specialist is much better than general public.
It’s clearly a bad ad Todd.
Let’s quickly rip it apart…
1) No direct benefit mentioned in the headline
Offer of “free report” is lost amongst all the copy and as a result cannot offer conversions on ad skimmers
2) No special (limited-time) offer mentioned in conjunction with this ad
3) No “cosmetic elements” in the ad to make eyeballs move to where they should be
4) Testimonials should be standalone in their own Johnson box and as a result get totally lost with all that copy
5) Total waste of space with all that hideous indenting
6) No mention as to how gentle that particular Dr is
7) Fairly poor use of mechanisms to highlight the main points of the ad
9) In general poor formatting throughout the ad
10) Photos are all different sizes and are not ideal (IMO)
11) Poor use of the one single post script
12) No mention (that I can see) if *insurance* can be used to pay for this therapy
Hopefully that saves you some trouble!
Justin Mandel, Dipl.O.M. L.Ac
http://www.PracticeAdvertisingGuides.com