Reading time: 3 – 4 minutes
There a many elements that contribute toward the financial success of a chiropractic advertisement.
For example, the headline is responsible for over 80% of readership. The benefits and big promise compel readers to continue reading the full marketing message. And the call-to-action tells readers exactly what they should do once they’ve finished reading. However, none of these things are as critical to the overall success of a chiropractic advertisement as the offer itself is.
The offer tells the reader exactly what they get, and whey they need to do and/or give to get it. In other words, it tells the reader what you are offering (to get them into your office) in exchange for their time and/or money.
In today’s market, having a very strong offer is critical in every chiropractic advertisement or marketing piece you use. There’s no ifs, ands, or buts about it.
The absence of even a simple offer… as seen in most chiropractic advertisements… is simply devastating to any chiropractic marketing campaign.
The absence of a compelling offer is more insidious, yet equally as damaging.
Why?
Because the attractiveness and “irresistibility” of an advertisement’s offer is what gives it its power. The more irresistible your offer, the more effective the ad will be for you. Period.
If you’ve been disappointed by the performance of a chiropractic advertisement, spend some time reviewing the ad and its offer.
Ask yourself, “What are we offering prospective patients and how can we make the offer irresistible?”
“What can we include, add, or giveaway as part of the initial office visit, to make it a no-brainer for the folks looking to experience what chiropractic care in our office can do for them?”
“How can we make this offer such a no-brainer that prospective patients would think to themselves, ‘Id have to be an idiot to pass up on this right now.’”
Point is: don’t take the task lightly of trying to get a prospective patient to get out of their comfort zone and take action by calling your office for an appointment.
As I’ve been saying for some time now, “Don’t ever under-estimate the task at hand when marketing your chiropractic practice”.
Make sure every chiropractic advertisement you use has a strong offer. And, always spend time strengthening the offer as much as possible before it goes out the door. You will always see a direct correlation between the response you get from an ad and how irresistible the offer is. The more irresistible, the more new patients you get. It’s as simple as that.
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This is a very helpful article. We are just starting out, and do not have many patients yet- but with your help and our hard work we are hoping we will have plenty of patients very soon!