3 Devious Chiropractic Marketing Lies

I hope you haven’t bought-into or convinced yourself of any of these little devious chiropractic marketing white-lies. Because, one of the two biggest reasons for chiropractic practice failure is lack of chiropractic marketing systems, these small lies you tell yourself can add up to BIG trouble for your chiropractic practice. So, as I cover these insidious lies, be honest with yourself and ask if you’ve been telling yourself any of these:

Chiropractic Marketing LIE #1: “My budget’s way to small.”

This is a mindset many chiropractors mistakenly possess… that’s built on the idea that your chiropractic marketing is an expense. Really… your chiropractic marketing is NOT an expense. It’s an investment, when done right, that will bring you back more money. Your practice lighting… that’s an expense. Your air conditioning… that’s an expense. Your marketing… that’s an investment.

And, when you see your marketing as an investment… one that brings you a positive ROI (if you’re doing it correctly)… you should realize that the goal is to invest as much as possible. In other words, if every time you invest $1, you make back $2, you should be doing that everyday, all day. If your marketing is NOT bringing you back a positive return on your investment, that’s a sign that you’re simply not using the correct direct response marketing principles in your marketing and advertising efforts. Which leads me to the next Chiropractic Marketing Lie…

Chiropractic Marketing LIE #2: “Marketing doesn’t work for me.”

Of course marketing works. That’s why it’s a billion-dollar industry. The key, though, is that whenever you do advertise or market your practice, that you’re using time-tested, proven direct response marketing principles, and not just following the herd of what other chiropractors are doing.

In fact, let me be completely frank for a second…

Following what the average chiropractor is doing to try and build their practice, will only get you what the average chiropractor is currently getting. And, right now, I have to believe that’s NOT what you want. If you do what the average does, you’ll continue to get what the average gets. And, again, right now that’s very little.

According to Earl Nightingale, anytime you’re in an industry where there aren’t many successful examples, you should do the OPPOSITE of what everybody else in the marketplace is doing. For many chiropractors, using proper direct response marketing principles in their chiropractic marketing efforts is quite a stretch and gets them out of their comfort zone. But, most of the time, remaining in your comfort zone is the exact thing that holds you back. Often, it’s the things you’re most uncomfortable with that are the exact things you should be doing to grow your practice.

Listen:

Not all chiropractic marketing works. In fact, most chiropractic marketing doesn’t work. That’s because it’s not persuasive, not attention-getting, and doesn’t convey any benefits of what sets the typical chiropractor apart. But… BUT… properly done chiropractic marketing that does convey all of those things, will create a steady, consistent stream of new patients and cash flow to you. It will.

Chiropractic Marketing LIE #3: “There’s no time for marketing.”

Marketing your chiropractic practice is the lifeblood of your practice. It’s THE thing that will get you new patients and keep your patients coming back for months and months and months. The marketing of your practice should be viewed similar to the way you view eating for health and wellness. In order for your body to thrive it needs good nutrition and to be fed on a regular basis. You would say, “I don’t have time to eat” or “Eating isn’t important to my body”. We certainly know the outcome of that type of thinking.

Fact of the matter is, the chiropractors who give their marketing the proper amount of time and attention, combined with the proper direct response marketing principles, are the doctors experiencing the greatest practice growth and increase in cash flow. Your takeaway: you absolutely, positively MUST… MUST… give your chiropractic practice marketing the time and attention it deserves and needs.

And, so… there you have it… 3 of the tiny white-lies many chiropractors tell themselves about their chiropractic marketing that holds them back from every experiencing the big consistent growth they long for. Don’t make that same mistake.

A Copywriter’s Rant: When Stupidity Is Punished By Death (You Can Stop Marketing Stupidity Now!)

A number of years ago a long time friend made the comment to me that what he loved about Dungeons and Dragons was that “Players were punished for their stupidity with death”

Generally he was right. He believed life wasn’t like that but I will say that in the marketing world non-response to a promotion makes you feel pretty hollow inside and especially in the early days when you aren’t used to it, it makes you wish you were dead.

Now there is an upside to this direct reward and punishment. You know what works and what doesn’t work.

This means that if you are willing to take a hint then you can test your way to success. However, often times there can be some internal emotional coping required. After all you have probably slaved away at getting to where you are today and the market not responding is very painful.

There is how I would prevent myself from feeling stupid.

Stupidity Preventer #1 Be set up to test

Testing is the cure. If you have two different test panels set up one will perform at a different level to the other. This all but guarantees that you will have one control. Your marketing isn’t win lose. It is set up for gradual improvement. ‘A’ beat ‘B’ that means that now I have to find ways to make ‘A’ better while at the same time coming up with ‘C’ in order to beat ‘A.’

This gradual improvement is life changing because every improvement made gets locked in and there will be future payoffs. It’s an amazingly good feeling to see it happening.

Stupidity Preventer #2 Bring in fresh eyes.

Fresh eyes are pivotal to avoiding doing stupid things. That is why I am in a mastermind group. I’ve had them shoot down some of my stupid ideas point blank. It has saved me money and more importantly it has saved me time. Time is the most precious resource in the world and we don’t have time to be making stupid mistakes.

I work with clients at a project’s inception in order to help them to avoid making stupid mistakes. It’s one of the big dangers of being a copywriter. A client thinks they know what they need and they order their copy like they are ordering their pizza.

Then low and behold, despite the copy being okay, good or even great, they don’t get the results that they want. Copy doesn’t operate in a vacuum. It operates as part of a marketing system. Fresh eyes on all aspects of marketing is vital to avoiding stupid mistakes.

Direct Marketing – How Can I Make a Killing With Information Products?

If you want to create a lasting business, where you control your destiny, your work hours, and your level of income based on effort, then direct marketing information products is for you. Selling nothing more than ideas in paper and ink, you can create a business empire that will bring in more money than you could ever make with your day job. Read on to find out more.

The key to finding a blockbuster product is to create a lot of them. Even the biggest names in direct marketing only hit home runs about 30% of the time. A good rule of thumb for the success of information products is that out of 10 products, 1-2 will be home runs, 5 will be mediocre, and 3-4 will complete failures. That means that you need to get out there and develop a lot of products. Sure it’s possible that your first product will be a hit right out of the gate, but most-likely it will take you awhile before you find that hot seller.

Once you find your winners, put all of your efforts into marketing them. Fail fast and drop the losers quickly. It is nothing personal, it’s business. Your market does not care how much time you spent on a product. If they don’t like it, they won’t buy it. Drop the losers and let the winners run.

Find or create a system for creating information products quickly. As I said before, you need to fail fast and you need to get as many products to market as you can so your customer will vote with their wallets. Only improve the products that are selling. There is no point in tweaking a product that no one is buying. Use your time wisely and once you have that golden product, use direct marketing to capture your audience and sell that product from every angle you can find. You will be smiling all the way to the bank, but first you are going to have to put in a lot of hard work.

Joshua Black is an on-line infopreneur, marketing consultant, copywriter and educator dedicated to helping the bootstrapping small business owner succeed. He is the developer of the Ultimate Information Product Report. This is a 34-page report that gives you all of the information and free software you need to create and sell your own information product and start generating serious cash in as little as 5 days.