By Claudio Gormaz

How do your advertisements read?
Do they merely list your name, address and phone number? How are they different from the ads of other chiropractors? The goal of any ad you place should be to convince a prospect to pick up the phone and call or come into your office. People who carefully read advertisements are ready to buy now. They just haven’t decided from whom to buy. You must convince them to choose you.

To make an ad work, it must incorporate the WIIFM formula – “What’s In It For Me?” To do this:

• Target your market. Understand who your patients are. Are they children? Golfers? Sports enthusiasts? Older people? Focus on a group.

• Identify their needs and desires. People respond to ads only when they “see” themselves in the ads.

• Present benefits of your services. Match them to the needs and desires of potential patients.

How to write a great ad

Writing an effective ad requires incorporating several elements:

• Use headlines. Up to 95 percent of all business ads have no headline. Marketing surveys have repeatedly shown that 80 percent of all readers only read headlines.
A great headline compels the prospect to read your ad and call your number. An effective headline attracts attention, communicates a strong benefit, and answers the “What’s in it for me?” question. Logos or company name do not compel prospects to read further. An example (for golfers): “We can’t cure your slice, but we can relieve your pain!”

• Offer specific benefits. The only thing people really want to know is how they will benefit by using your products or service.

• Make an offer. According to advertising industry figures, an effective offer can increase your response rate by as much as 400 percent. A good offer also sets you apart from your competition. Examples of offers include: a free special report, free informative recorded message, free consultation, free valuable product/service coupons or special price inducements.

• Use testimonials. Testimonials are an effective advertising strategy, yet they are used infrequently. What satisfied clients say about your business is more important than what you say about yourself. Note: Before you use a testimonial, you must get written permission from your patient, according to new HIPAA regulations.

• Promote your unique selling proposition (USP). As you tie together all of the parts and pieces of an effective ad, it is crucial to inject the most important factor in gaining a competitive advantage – your unique selling proposition (USP). Your USP is that unique benefit, essence, appeal or promise that you hold out to the prospect – one that no other competitor offers. Your USP must be a clear, concise, compelling reason that makes your prospect aware of what your practice can do for them. An example: “We are your one-stop wellness center.”

If you still believe that cutesy ads, logos or slogans such as “We’ve been around since 1975” are the answers to advertising success, be aware of an undisputable fact: the over-saturation of anything creates blindness. Sight is only restored through innovative, new and fresh ideas. The road to advertising and marketing success is paved by delivering a meaningful message, in a unique professional and worthwhile manner!

Claudio Gormaz is a co-owner of both Superior Advertising Clinic and Business Booklets International.