Let’s face it; everyone who advertises wants to learn the secrets to how to write a better ad. That’s the point of promoting your practice, to grab your patient’s attention immediately; so as to develop dependable, steady streams of new patients, and maximize your return on investment.
Learning “the secrets” of how to make a better ad would mean that you would never again have to play advertising roulette with your ad budget! The key to an effective ad begins with a captivating headline! Headlines play monumental roles in the strength of your ads.
Your goal needs to be to have predictable results every time you run an ad. Your ad must be a salesperson in print, online, on the radio, in the television ad, etc. A weak or non-existent headline works as a highly skilled and master saboteur against your advertising effort!
Unless your display ad convinces a patient to pick up the phone and call you or come into your office, your ads are useless.
Unfortunately, many Chiropractic display ads all look alike and say the same things, such as: “Free Consultation,” “Adjustments,” “Family Oriented Practice.” All important points on their own merits; unfortunately, in most ads, the only elements that change are the name of their practices.
To have your next patient pick up their phone and call you, your ad must stand out and be different! Worst still, some chiropractors only state their name in their ad. What benefit does a potential patient derive from this information? Absolutely nothing!
There is an absolute law that applies to all advertising (from the consumer’s point of view): The client (all clients) only cares about one thing: “What’s in it for me?” (WIFM). Otherwise defined as individuals exercising their own self-interests.
Your ad needs to quantitatively enumerate reasons why a patient “MUST” choose you over everyone else providing the same service.
There’s a secret your advertising sales representative (the person representing the particular vehicle in which you advertise) won’t tell you. When your ad appears, or is heard, your competitor’s ad will also be seen or heard in that medium.
When you advertise, you are competing in an arena where there are multiple competitors for the available clients. Highly successful and profitable display ads have very specific things in common, they include:
|A Great Headline||A Compelling Sub-Head||What Makes You Unique?|
|Offer Specific Benefit||Make a Decisive Offer||Include a Call to Action|
Though many media forums provide the basic elements of these key ingredients, too often, they [the media outlets] simply provide some variation of a cookie-cutter formula for “advertising success.”
* It is important to stress that there is nothing wrong with a generic advertising format; so long as it yields the intended results! If, however, if you aren’t getting the responses you expect and need, then you must re-evaluate your message!
The importance of a headline –
Fact, up to 95 percent of all Chiropractic ads have no headlines. Multiple marketing studies, covering several decades, reflecting consumer’s buying habits demonstrate that fully 80 percent of all potential patients only read headlines when deciding which company to use. Further, it has been pointed out in these many studies: Continue reading “Secrets to How to Write a Better Ad — The value of a compelling headline”