Reading time: 4 – 6 minutes
“In clinical psychology, voyeurism is the sexual interest in or practice of spying on people engaged in intimate behaviors, such as undressing, sexual activity, or other activity usually considered to be of a private nature. In popular imagination the term is used in a more general sense to refer to someone who habitually observes others without their knowledge, with no necessary implication of sexual interest.”
That’s how Wikipedia defines voyeurism.
In today’s essay I want to share you with a form of “voyeurism” that actually works to get you new chiropractic patients.
Savvy chiropractors understand that at the root of powerful and effective practice marketing there always has to be a focus on benefits and a compelling promise.
As you’ve heard me say many times before, what prospective patients want to know from your marketing or advertising is how do they stand to benefit from chiropractic care in your office. Frankly, they don’t care about you, your practice, your experience, or your credentials. What they care about most is how their life stands to be improved by getting chiropractic care with you.
And, the most effective chiropractic marketing explicitly shows and focuses on those benefits. Then, finishes up with a big, compelling, benefit-driven promise.
The issue many chiropractors deal with when focusing on benefits and a big promise in their marketing is not coming across with hype. This is why proof – your track record of delivering those benefits and the big promise – is so crucial to making your marketing believable.
Now, there are many forms of proof you can use in your marketing to back up all of your claims. And, you should always include a preponderance of proof whenever possible. In fact, you should make any claim bigger than the proof you provide.
So, if you claim prospective patients will experience XYZ from the care they receive in your office, you need to show proof that you can and have delivered XYZ to other patients before them.
What’s the easiest and quickest way to do this?
With a compelling chiropractic story.
By telling a story about someone just like your typical prospective patient, and showing how they benefited from chiropractic care in your office, you circumvent the part of the prospect’s brain that views everything you say as nothing more than an advertising claim.
In other words, when you tell a story about a chiropractic patient, your marketing message is no longer viewed as marketing. It’s viewed as a story.
And if the story clearly SHOWS how you delivered the benefits you’re promising you can, it’s accepted as a fact, instead of just a claim.
So, what’s the best chiropractic story format to use?
Well, first, the antagonist of the story – the main character – needs to be someone who was in the same situation as your prospective patient. Meaning: if you’re marketing to back pain sufferers, you want your antagonist to have started with terrible back pain. Even better, if your antagonist can start in a worse situation that your typical prospective patient, the story will have even more power.
So, for example, if you were marketing to back pain sufferers, you could tell a story about someone who was previously in a horrific car accident, had major lumbar injuries, excruciating daily pain, and was told they need surgery.
Then, you would finish the story by showing their experience with chiropractic care, and how it helped them avoid surgery, get out of pain, and begin enjoying wrestling around with their kids again.
In this example, prospective patients who are experiencing moderate low back pain would immediately think, “Hey, if this doctor helped out someone in this bad of shape, they could easily help me feel better.”
The key to telling a good chiropractic story is to have the antagonist start in a position worse than your typical prospective patient, then show how they took action and became a chiropractic patient – despite some common trepidation and concerns, – detail their emotional and physical experience going through care, and, finally, show how they experienced the benefits of chiropractic care – ending in the position of health and wellness your prospective patients desire.
A story like this will not only compel readership – since human beings are groomed to pay attention to stories – but, it will also deliver a powerful marketing message that demonstrates your track record and ability to deliver on the benefits and big promise behind your marketing.
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This Repeatedly Slashes Appointment Cancellations by 93%…
Keep your patients coming back for care long-term. Safeguard your practice against other chiropractors snatching your patients. Stop your patients from ending their care with you prematurely. And boost your patient retention rate.
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