Reading time: 3 – 4 minutes
Unless you’ve been living under a rock, you’re aware of how the trial of Casey Anthony (for the murder of her two year old daughter Caylee) has been receiving worldwide attention.
According to Josh Benson of NewsRamble, “Orange County Chief Judge Belvin Perry stated at one point in court that Anthony’s trial might “even dwarf” the coverage of the so-called “trail of the century,” the first OJ Simpson trial — in the last century.”
That would be a serious feat.
According to an article published by TruTV:
“An incredible 91% of the television viewing audience watched it and an unbelievable 142 million people listened on radio and watched television as the verdict was delivered.
One study estimated that U.S. industry lost more than $25 billion as workers turned away from their jobs to follow the trial.
2000 reporters covered the trial.
121 video feeds snaked out of the Criminal Courts building where it was held.
There were over 80 miles of cable servicing 19 television stations and eight radio stations.
23 newspaper and magazines were represented throughout the trial, the Los Angeles Times itself publishing over 1000 articles throughout the period.
Over 80 books and thousands of articles have already been published, authored seemingly by everyone with any role in the trial.”
Pretty astounding, if you think about it.
As someone who has stayed up-to-date on much of the Anthony Trial, I find the process by which the prosecution presents their evidence most interesting.
Since effective chiropractic marketing always includes the use of proof elements (evidence), there’s a lot we can learn from studying the methods used behind the prosecution’s presentation of evidence.
Let’s quickly cover two:
First, note, how every claim the prosecution makes is backed up with proof. And, in many cases, an over-abundance of proof.
This can be applied to your chiropractic marketing by including proof of how you have already helped patients feel their best (i.e. patient testimonials, case studies, before and after x-ray shots, medical studies, professional quotes, etc.).
Like in the court of law, the more proof the better.
Second, if you study the order of evidence presented you’ll notice the most powerful proof element is presented first; the second most powerful presented last.
This is because of the Principle of Primacy and Recency which says: we most remember information presented earliest and latest.
This can easily be applied to your chiropractic marketing by making sure when using bullet points that the most important point goes in the first bullet, and the second most important point goes in the last bullet.
As well, when presenting the benefits of chiropractic care with you in your office, be sure to cover the most appealing benefit first, and the second most appealing, last.
This will ensure that your most important points really stick with prospective patients.
At the end, what I predict we’ll see with the Casey Anthony Trial, is a bigger television and radio audience (than the OJ Trial) tuning in to hear a verdict of guilty… with a sentencing that does not include the death penalty.
But, we shall see…
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