| If you're at all like me, you've been paying close | | | | conversation already going on in the mind of |
| attention to the two presidential candidates and the | | | | prospective patients right now. |
| promises each have been making. | | | | And, because of this, the average chiropractic |
| Personally, I don't watch much TV. But, when I do, | | | | marketing message is often viewed as nothing more |
| it's typically "Hannity and Colmes" or Glenn Beck or | | | | than an irrelevant, unimportant, |
| one of the other political news programs. | | | | non-attention-deserving, intrusion or annoyance. |
| As a marketer, I'm not only interested in what they | | | | Because to the people who come across this kind of |
| have to say about their policies and values for my | | | | chiropractic small space ad or postcard or free |
| family (and chiropractic), I'm also fascinated with how | | | | standing insert, it has nothing to do with what's |
| they campaign and position themselves to Americans. | | | | important to them or pertaining to what's on their |
| There's a treasure trove of marketing and | | | | mind right now. Hence, to them, there's no need to |
| practice-promotional nuggets we can reap from even | | | | pay much attention to it or take it very seriously. |
| a cursory observation of what we see from both | | | | This is certainly no way to go about trying to |
| campaigns. | | | | capture and hold the attention of your target market |
| For example, one thing both campaigns attempt to | | | | - the first step in any chiropractic marketing |
| do... often times quite poorly... is align their candidate's | | | | campaign. |
| message with the what American's are thinking and | | | | So, how do you "enter into the conversation already |
| feeling. | | | | going on in the mind of your target audience", |
| In other words, advisors behind both of the | | | | specifically with your chiropractic marketing? |
| presidential parties understand that in order for their | | | | Well, you start by asking yourself what's going on in |
| candidate to deliver a powerful and impactful | | | | the news or with certain trends that are likely to be |
| message, its contents need to line up with what is | | | | on the mind of your patients and prospective |
| already important and relevant to people. | | | | patients. |
| This is a powerful persuasion idea that marketing | | | | Then, you think about how you can link these news |
| legend, Robert Collier, coined years ago within the | | | | items and events with the care you provide in your |
| advertising world as "entering the conversation | | | | office. |
| already going on in the mind of your target | | | | For instance, if you have a massage therapist in your |
| audience".Robert Collier | | | | office, you can link what's going on in the economy |
| It's based on the simple idea that if you want to | | | | with an increase in stress levels, and hence the need |
| grab people's attention, you need to start where | | | | for regular massage therapy to combat it. |
| they are, and only then lead them to where you | | | | You can link the choice people have between |
| want them to be. | | | | presidential candidates with the choice people have |
| In other words, the start of any marketing message | | | | with their health and wellness approach. |
| should always flow right into what your prospective | | | | You can link the corporate bailouts with chiropractic in |
| patients are thinking and talking about at that given | | | | your office, by talking about how chiropractic care |
| time. | | | | can be their "health bailout" to rescue them from |
| When done correctly, this radically improves the | | | | possibly years of physical health decline... just with a |
| likelihood that your message will get the needed | | | | much lower cost. :-) |
| attention it requires, if it's going to have any impact. | | | | You could even link your chiropractic marketing |
| Unfortunately, this is completely foreign to the way | | | | messages to big sports events, celebrities in the |
| most chiropractors go about crafting and distributing | | | | news, popular television shows, and so on. This is a |
| their marketing message. | | | | great way to jump into the conversation going on in |
| When it comes to advertising or marketing, what | | | | their minds. |
| most chiropractors do is focus on what they offer | | | | The point is really pretty simple: |
| prospective patients in their office. Period. Usually no | | | | Always keep your chiropractic marketing and |
| more or less. | | | | advertising campaigns relevant to what's going in |
| Not only, then, is the typical chiropractic marketing | | | | your target market's lives. Figure out what's on their |
| message void of emotional benefit statements about | | | | minds and what their talking about, and then link your |
| what prospective patients can expect to receive | | | | marketing to those topics. |
| from the doctor's care, there's almost always zero | | | | This is how you capture their attention and open the |
| perceived relevance or timely importance within the | | | | door to deliver your ultimate message about |
| message, and there's no entrance into the | | | | chiropractic care with you, in your office. |
