In this "age of technology," where 68% of all households have
computers, over 57% of adults in the U.S. still spend almost 45 minutes
every day reading a daily newspaper. On Sundays that number jumps to
67%.
With these kinds of readership numbers, it should come as no surprise
that newspapers get the biggest share of advertising revenue in this
country.
What's this mean for you as a chiropractor? Simply, it's time to
consider marketing your business in your local newspaper. You've got a
captive audience of thousands people, ready and waiting for your
message.
Statistically, almost 22% of all ad dollars go to newspapers!
But, more importantly for you, is the fact that over 85% of that money
is spent by local advertisers-people and businesses just like you and
yours who are looking to increase revenue, profits, and sales-simply by
placing ads in their local papers.
Why Newspapers?
If the numbers above weren't enough to convince you of the advertising
potential to be found in newspapers, consider the many advantages to
advertising in your local newspaper.
* Unlike TV or radio, a newspaper ad can be examined at one's leisure.
* Newspaper ads can contain details, such as prices and telephone
numbers or coupons, which are more difficult to get across in the
electronic media.
* Newspapers offer a large variety of ad sizes.
* And, one of the biggest benefits is that-even though you may not have
a lot of money in your budget-you can still place a small ad without
taking a huge financial risk.
Think about the following scenarios and you'll quickly be able to
understand how and why newspaper marketing can be just what you need to
take your chiropractic business to the next level:
- Joe on disability leave from work because of a back injury caused by
lifting a heavy box at the office. Because he has nothing but free time
as he sits at home, he's reading every page of the paper. Imagine his
relief when he comes across your ad telling him that his back pain can
quickly and easily be a thing of the past in just a few short
treatments. When you offer to assess his back problem for free, it'll
be all you can do to keep Joe from driving right down to your office at
that very moment!
- Mary is an administrative assistant and her wrists and upper back are
sore from all her daily tasks. On her lunch break, she likes to read
the paper. Imagine her excitement when she sees your ad that gives her
hope that her pain can be relieved in just minutes. When you write your
ad to be empathetic, Mary feels like you must know exactly what she's
going through (and, of course, you do…it's your job!) and she's cutting
her lunch short to dial the 1-800 number you've provided in your ad.
- Lou was recently in an automobile accident. He's sought the opinion
of a lawyer and the lawyer has instructed him to find a qualified
chiropractor to assess his injuries and to begin treatment. Lou is
flipping through the classifieds in hope that he can find just such a
chiropractor. Imagine his thanks when he thumbs across an ad that
speaks directly to his situation (e.g., Personal Injury case). Not only
he, but also his lawyer, will be smiling ear to ear that you've
positioned yourself to satisfy exactly what they're looking for in a
chiropractor.
See, just with these few examples, you can quickly get an idea of how
powerful a marketing tool the newspaper can be. Even with the advent of
the Internet, newspaper marketing remains one of the strongest ways
that local businesses just like yours can increase sales, patients, and
overall profit margins.
And, the best thing about newspaper marketing is that you don't need to
pay high priced marketers to do the work for you. Since you know your
business better than anybody else, you can create your own
high-pulling, effective newspaper ads in just minutes.
Don't think about increasing your advertising budget until you've give
newspaper marketing a chance. You'll be surprised at just how easy,
inexpensive, and effective newspaper marketing can be for you and your
practice.