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Here’s a simple, quick, and powerful way to generate a lot of attention for your chiropractic practice.
Do this now, and there’s no doubt you can generate a nice influx of new patients.
Let me explain:
In 1937, old time author and expert advertising copywriter, Robert Collier, taught a critical lesson about marketing.
If you’ve attended any of my trainings you’ve undoubtedly heard me repeat this advice several times.
Here’s what Collier said (paraphrase):
“One of most powerful ways to seize the attention of your target market is to begin by entering the conversation already going on in their head.”
What did Collier mean by that?
Just this:
It’s a lot easier to get the attention of prospective patients if you know what it is that has their attention already. Then, you can use what it is they’re already thinking and talking about as a lead-in to deliver your marketing message.
For example, right now as I write this, the “Balloon Boy Hoax” is all over the news.
And, people are talking about it like crazy.
If you were thinking of sending out an email today to prospective patients to promote chiropractic, you could easily leverage the news about the balloon boy to cut through the clutter and gain entrance into their mindspace.
In other words, you could tie your subject line and first few sentences in with the the balloon boy story.
Here’s a simple subject line & email example of how this could be done:
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Subject: The Balloon Boy Is NOT The Only HOAX!
Hi Bob,
Did you hear the news?
Originally, law enforcement and most of the news channels were claiming the balloon boy wasn’t a hoax.
Then, a bombshell dropped!
During an interview, Falcon (the actual balloon boy), turned to his dad and said, “we did it for the show”.
And, right there, the HOAX was exposed.
Well, today, I want to expose another HOAX to you.
Only this HOAX has to do with YOU and your health and wellness.
For a long time, the medical community criticized chiropractic care.
Well, blah, blah, blah
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Do you see what we just did in that little example?
We entered the conversation already going on in the mind of your prospective patients.
In the process, we seized their attention. Then, we diverted their attention to the topic we ultimately want to talk about which is chiropractic care with you in your office.
Now, some topics and news items are even easier to leverage for your marketing.
For instance, right now one of the hot topics is the Swine Flu and vaccination.
This presents you with an incredible opportunity to jump into the conversation and generate a serious influx of new chiropractic patients in the process.
Here’s how I would do it:
I would host a free 60-minute teleseminar entitled “How To Keep You And Your Family Safe From The Swine Flu: The Truth About The Swine Flu, Vaccinations, And Everything Else You Need To Know To Stay Healthy!”
I’d run a small-space lead generation ad in the Health section of the local newspaper. I’d notify patients via email several times, and use in-office collateral material.
I’d have my CA contact a couple of local physicians to find one who would be interested in promoting the event to their own list of patients, in exchange for speaking for about 10 minutes on the topic of vaccinations and the exposure to a list of interested, qualified individuals.
I’d then use a simple free teleseminar phone line that would allow me up to 100 people simultaneously. You can do a simple Google search and you’ll find lots of companies offering free teleseminar lines and services.
I’d do 50-minutes of pure content. Then, for the last 10-minutes I’d talk about the value of chiropractic care when it comes to immune function and resistance to colds and flus. Finally, I’d make a limited-time special offer to come in for chiropractic care.
Done right, this could easily convert 10-20% of listeners into new paying patients.
If you’re satisfied with the results, the next step would be to roll out this free teleseminar to other partners. In other words, you could co-host a free teleseminar every week with a different local professional (i.e. massage therapist, personal trainer, physical therapists, M.D.) gaining widespread exposure to new patients.
Plus, if you required everyone to register for the free teleseminar online via a special webpage, afterward you would have a nice big list of potential future patients you could regularly follow-up with via email.
The point is… optimally, you want to seize attention by starting where you’re prospective patients are already at in their mind. Then, segway into your marketing message from there.
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