Reading time: 3 – 5 minutes
This may not seem like a chiropractic marketing test, but it is…
How many squares do you see below?
Most chiropractors… most people… get this wrong.
The most common answer is 16.
But that’s incorrect.
The second most common answer is 21.
That’s also incorrect.
I’ll tell you the answer in just a bit.
How is this box and the number of squares you see a chiropractic marketing test, you may be wondering?
If you’ve been a reader of this blog for any significant length of time, you’ve heard me mention many times the value of reviewing, analyzing, and studying other successful marketing pieces and campaigns.
If we’re being real with each other; most chiropractors aren’t disciplined enough to do this on any regular basis.
The average chiropractors who do, unfortunately, only see the surface tactics and strategies being used.
As with the box above; they don’t see the full picture of what’s really there (and what’s happening underneath the surface).
Often, with successful marketing campaigns, there are a variety of tactics being employed. But, even more important, there are psychological triggers and deeper strategy behind why each of the tactics are being used when, where, and how they are.
For example, an average chiropractor may see an advertisement, notice the patient testimonial, and simply assume they should just add a testimonial to their own marketing. The savvy chiropractor will recognize the testimonial is from the city mayor, giving added credibility to the doctor, as well as needed social proof.
In another example, an average chiropractor may see a doctor giving away a free booklet of information to patients as a way of simply delivering education. The savvy doctor, after careful analysis, realizes the doctor is following that free booklet up with a request for referrals… hence, tapping into the law of reciprocity with the free booklet coming first and, therefore, increasing the liklihood of getting more referrals.
Point is: when it comes to really successful, profitable marketing campaigns, there’s very often more there than meets the eye. And, a quick, cursory overview won’t always reveal the deeper triggers and strategy.
Going forward, when reviewing other doctors’ marketing pieces, and other successful marketing campaigns, take some time to ask yourself why each element is being used. Why each element is being used when it is. And why each element is being used where it is in the campaign.
Also, when using the common marketing and psychological triggers (i.e. scarcity, reciprocity, commitment and consistency, authority, etc.) try and use them in fresh, creative, and unique ways. Don’t just regurgitate these tactics the same way other doctor’s are.
Like one of my early mentors, RS, shared with me, “The good marketers know how to use the common tactics. The great marketers… the pros… know how to use them in new and differente ways to keep them from falling on deaf ears.”
The answer, by the way, to how many squares there are in the box above is… 30. Now, go back and see if you can spot them.
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