Regardless of your personal view or stance on President Obama’s politics, tonight’s State of the Union Address should be quite interesting, especially since a coming “government spending freeze” is most likely to be announced. Even so, I have a confession…

Today’s essay has nothing to do with politics, partisanship, or Barrack Obama, for that matter.

Well, almost nothing …

True, an announcement tonight by President Obama of a government-wide spending freeze should certainly shake things up a bit – on both the right and left.

But that is NOT my point …

Instead, I want to make a point about why you chose to read this email, and what it should teach you about chiropractic marketing (email marketing specifically).

The very reason you chose to read this email (a “newsy” e-mail about a very timely current event) among all of the e-mails calling for your attention in your inbox, should really tell you something.

“Connecting your e-mails’ subject lines and headlines to something people are reading about and thinking about can drive your readership rates off the charts”, says multi-million dollar advertising copywriter, Clayton Makepeace.

Listen to Clayton explain why this technique is so powerful and how you can incorporate it into your email communications with patients and prospective patients.

“I know – sneaky; right? I’m not apologizing – this stuff is solid gold. Over the past five years, I have discovered that e-mails using a news event in subject lines and headlines tend to get the highest readership rates.

So next time you set out to write an e-mail and you’re looking for maximum readership and response, begin by asking yourself, “How can I connect this e-mail to something that my prospect is seeing in the headlines right now?”

Clayton is dead-on with his recommendation. I’ve taught this principle to chiropractors, and a slight variation, for many years now. It goes back to a bit of wisdom marketing legend, Robert Collier, first said many, many moons ago…

“Start your marketing campaign by first entering into the conversation already going on in the mind of your prospect. Find the thing your prospect is interested in and make it your point of contact, rather than rush in and try to tell him something about YOUR propositions, your goods, your interests.”

By incorporating a “newsy” theme in your chiropractic email marketing – specifically the subject and lead of the email – you’ll capture a lot more attention, boost readership, and generate a lot more buzz around your marketing communications.

[Note: the best way to put this principle in action is with email marketing. The reason is that it's instant. There's no delay, so you can be extremely timely in what your subject lines and email leads say, and how they connect to today's news. It can't be done nearly as effectively with direct mail. And especially not with small space advertising.

If you're not currently using email marketing in your chiropractic practice I recommend the Chiropractic Email Persuasion Formula. It's an audio CD that explains the best practices of email marketing being used by chiropractors today.]

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