The One Letter That Boosts Chiropractic Marketing Response

Categories: Chiropractic Marketing by Todd Brown 7 Comments

Reading time: 3 – 5 minutes

You would never think it…

But, one single word in your chiropractic marketing can drastically impact response.

Wait, scratch that – one single letter added or removed can impact response.

Seriously, ONE LETTER.

Let me prove it to you with a non-chiropractic real-world example. Then I’ll hand you specific examples you can use and apply with your own marketing and chiropractic advertising.

Years ago, there was an audio cassette manufacturer. I can’t remember if it was TDK or Sony. But, that’s not really critical to the example.

They continually ran an advertisement with the following headline:

“Put Music In Your Life”

One day, their editorial team made a blunder.

They ran the same exact advertisement, only this time with an additional single letter accidentally put in the headline.

“Puts Music In Your Life”

The results from this new headline were astounding.

Response to the advertisement shot up by almost 400%.

Meaning: 400% more people responding to the ad.

Why such a boost in response from a single additional letter?

Well, let’s compare the two headlines.

The original headline – Put Music In Your Life – conveys the message that you, as the consumer, need to do the work of putting the music in your life.

The second headline with the addition of the letter ‘S’ – Puts Music In Your Life – conveys the message that the product does the work of putting the music in your life for you.

A simple tweak to the advertisement. Yet, a huge shift in positioning. And, a huge boost in response.

The takeaway: anytime we can take a product or service and position it in a way so that it shows consumers it delivers benefits without requiring any work on their part, we will see a boost in response.

I call this Pluralizing The Verb.

Fact is: people are lazy by nature. And, they value products and services more that do the work of attaining the benefits for them.

So, how does this apply to your chiropractic advertising?

Well, let’s look at a couple of examples of how we can tweak headlines and benefit statements to position chiropractic care in your office as something that does the work of delivering better health and wellness for the patients.

Here are some common headlines and benefit statements we could see appear in a chiropractic advertisement:

“Alleviate Back Pain Without Drugs”

“Stop Suffering With Painful Carpal Tunnel”

“Recover From Your Recent Accident Without Physical Therapy”

“Boost Your Immune System Naturally”

Notice, in these examples, each of the verbs – alleviate, stop, boost, and recover – all convey the message that the work to receive the proceeding benefits needs to be done by the prospective patient.

They need to alleviate, stop, boost and recover.

Now, let’s do a little tweaking and pluralize the verbs by adding an ‘s’ and see what happens.

“Alleviates Back Pain Without Drugs”

“Stops Your Suffering With Painful Carpal Tunnel”

“Helps You Recover From Your Recent Accident Without Physical Therapy”

“Boosts Your Immune System Naturally”

Now what we have are statements that convey the work is done for them and the benefits are reaped without requiring work.

Even though on the surface, this shift may seem slight. It has a tremendous sub-concsious impact on prospective patients.

So, I highly recommend you sift through your marketing materials and look for places where you can pluralize the verbs to show prospective patients that the care they receive from you does the work of making them healthier… without them having to do work.

Trust me… it will boost your advertising ROI.

I mean… it boosts your advertising ROI.