Newsletters are a great method of chiropractic marketing. They can be printed and distributed in your local area, but why not avoid all that effort and expense and advertise online in an electronic newsletter? The choice then is to go through newsletters already established for chiropractors or to produce your own newsletter.
Advertise in other people's newsletters
At the very least this should drive them towards your chiropractor's website. Then the clients are yours for the taking. Make your website good and you'll convert browsers into customers. There are several newsletters already produced that focus on chiropractors and other doctors. A quick look on any popular search engine will show you who they are.
Now do you see the point in using these already established newsletters for your chiropractic marketing? If you can easily find these newsletters so can everyone else - and if your chiropractic practice is featured in these newsletters, they've found you too. Great, isn't it?
You've also got the advantage that people need to *subscribe* to these newsletters to receive them, so they are already interested - primed and ready for you to offer your services.
Advert or article?
Most of the already established newsletters for chiropractors will offer discount rates for placing several advertisements, so marketing this way is not as expensive as you might think. It gets your message across simply - ‘come and be my patient!' - but what about a more subtle approach?
Adverts are about selling yourself. Articles are about issues and topics important to your patients and potential patients. What makes articles so much more popular and effective than straightforward adverts is that they offer solutions to people's problems. They tell people how you can help them. People respond well to that offer of help.
It's a matter of confidence
Powerful chiropractic marketing is about gaining the confidence of your prospective client and making them want to come and visit you to get a specific problem fixed. Think about that when you are writing any content for your chiropractic newsletter.
Writing articles for chiropractor's newsletters - whether it's yours or somebody else's - gets your expertise known. That way you are likely to draw in more clients but also, fellow professionals will respect you more and will be more likely to refer patients to you. You win both ways!
Now let's have a look at producing your OWN newsletter to market your chiropractors services.
Get organized
Before you begin, get organized. Newsletters, if they are to be effective chiropractic marketing tools, need to be regular. Monthly is good. Avoid panic later by a bit of planning at the start. Plan out the main topics your newsletter will cover for each of the following 12 months. That means you can make your newsletter seasonal and appropriate and your mind will already be primed to be collecting data and ideas for the next few issues of your newsletter.
Carry your logo
Your newsletter should strongly tie your marketing to your chiropractic practice. Make sure each newsletter carries your logo, and also include several photos so that people can really see what goes on inside your chiropractor's surgery. They will trust you much more for letting them see and allowing them to become familiar with your face.
K.I.S.S. (Keep it simple, stupid)
Offer specific advice that your readers can take action on - hopefully that action will include coming to you for your chiropractic help and treatment. Make it simple and easy to read and understand and you will soon draw in more clients. This is important for page layout and typeface as well as the content you include in your chiropractors' newsletter.
Hit the Headlines
Headlines should be used to introduce each topic. Headlines stress to your reader the importance of reading the topic. Split your newsletters articles up with sub-headings. It will make it much easier to read. People like that!
Keep it regular
Newsletters should be produced monthly, keeping your practice in people's minds and continually updating what they think of you in a positive way.
So what do you write about?
Good topics for chiropractic marketing are:
Listen to your clients to find out their current concerns. That's the stuff you should be writing about in your chiropractic newsletter. We're back to good marketing again - showing people you can give them what they want.
