Writing Your Own Chiropractic Advertising

Although you may have others write advertising for your practice, there are many benefits to learning how to do this yourself. These benefits include:

·         Better Advertisements- No one understands chiropractics and your practice better than you do.

·         Ability to Distinguish a Good Advertisement from a Bad One- Even if someone else writes an ad for you, you should be able to determine how effective the ad is so that all of your advertisements are as compelling as possible.

The first step in writing and effective advertisement is to do your homework and ask yourself important questions such as:

1.      Who is the target audience for the advertisement? Is it, for example, older people who experience health problems associated with age or is it athletes who often need chiropractic help?

2.      What are the pains, problems, or issues your prospect faces that you could address?

3.      What are the features of your practice that address those, pains, problems, or issues?

4.      What are the benefits of those features?

After you have completed your research, you need to determine what the objective is of your advertising. In other words, what is the most wanted response- the response you want the prospect to take after reading or hearing your advertisement?

After deciding on the objective of the advertising, you need to work on the most important component of any advertisement- that component is the headline. You can think of a headline as the ad for the ad. It is what compels a prospect to want to read or hear the entire advertisement.

There are proven formulas for writing effective headlines. Following are several of them:

1.      State the primary benefit- For example "Back Pain Relief-Get it Now!"

2.      Make the headline newsworthy- For example, "Local chiropractor swears, under oath, that he is not crazy, giving away free health checks"

3.      Use the "how to" approach-For example- "How to lessen the pain of Fibromyalgia- a proven treatment"

4.      Ask a question- For example- "Do you know how to find the best chiropractor in New Jersey?"

5.      Use a command- For example- "Feel better fast with chiropractic care"

6.      Use a testimonial- For example- "Dr. Johnson helped me feel the best I've felt in years. I would recommend him to anyone with back pain"

It is recommended that you write at least twenty headlines before picking the most powerful one. Headlines are too important simply to write one when constructing an advertisement.

In writing your advertisement, keep in mind the following key question- "What's in it for me?" Do not think of yourself but yourself in the shoes of the prospect. Why should a potential patient even think of seeing you as opposed to other chiropractors in your area? What can you say to him that will lead to the action you desire? 

Writing good, basic effective advertisements is not difficult if you know the key steps. There are proven methods you can quickly master if you just take the time to learn them.