{"id":357,"date":"2015-03-18T16:34:39","date_gmt":"2015-03-18T16:34:39","guid":{"rendered":"http:\/\/www.ptprofitacademy.com\/blog\/?p=357"},"modified":"2015-03-20T14:07:16","modified_gmt":"2015-03-20T14:07:16","slug":"how-to-run-direct-access-friendly-newspaper-ads-small-ones-that-dont-cost-much-money-yet-still-attract-dozens-of-new-patients","status":"publish","type":"post","link":"https:\/\/www.ptprofitacademy.com\/blog\/how-to-run-direct-access-friendly-newspaper-ads-small-ones-that-dont-cost-much-money-yet-still-attract-dozens-of-new-patients\/","title":{"rendered":"How To Run \u201cDirect Access Friendly\u201d Newspaper Ads – Small Ones, That Don\u2019t Cost Much Money, Yet Still Attract Dozens of New Patients"},"content":{"rendered":"\n\n
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So lets talk about \u201cold fashioned\u201d marketing.<\/p>\n

And specifically, about running “Direct Response Style adverts<\/strong>” in the local newspapers (or magazines!).<\/p>\n

First, you should know that they still work!<\/p>\n

Not only that<\/strong>, there\u2019s never been a better opportunity to make small newspaper adverts work simply because the big advertisers are spending their $$$ else where – mainly online with Google, Facebook, and Yelp! etc.<\/p>\n

And that means the newspapers have space to fill – meaning you can get the positions in the paper you want (to boost response) but also, for much less cost than it used to be!<\/p>\n

So you\u2019re cost per acquisition of new patient, is going to be LESS!<\/p>\n

The first thing<\/strong> you have to decide on, is this:<\/p>\n

Are you going for the \u201cSales Model<\/strong>\u201d or the \u201cLead Generation<\/strong>\u201d model?<\/h2>\n

I\u2019d suggest<\/strong> if you\u2019re new to marketing, new to town or just starting to \u201cget your message out there\u201d and thinking of running your first ads .. then go of the \u201clead generation\u201d model where you give away something that is of interest to a prospective client – like a free tips report or eBook – and is likely to make the person reading your advert actually want to call your clinic to get it.<\/p>\n

With this model of advertising, you\u2019re NOT trying to get people to call and book appointments (\u201csales\u201d model!).<\/p>\n

Why?<\/p>\n

Because it\u2019s just to difficult to make work – and often costly.<\/p>\n

All to do with \u201ctrust\u201d<\/strong> (or a lack of – at this stage of the advertising relationship!)\u2026 something that the big corporate hospitals get naturally, chiropractors have BOUGHT because of years of advertising and being clever with it – and the other, often much larger companies who you might be tempted to copy cat from, they\u2019ve probably got much bigger budgets than you and can comfortably afford to do it (and loose it!).<\/p>\n

You and I however, we need to follow the GOLDEN RULE of small business marketing success:<\/p>\n

Put $1 in, and very quickly get $2 out (if not more)<\/strong><\/h2>\n

And that\u2019s easily achieved if you follow these the rules of running \u201clead generation\u201d, direct response style ads.<\/p>\n

First, it goes without saying that your ads must NOT mention you, your clinic, or physical therapy, any more than is necessary – only to introduce you as the \u201creporter\u201d of the article, or to tell the reader of your \u201ceditorial style ad\u201d, why you\u2019re able to write such \u201ctips\u201d reports or eBooks credibly.<\/p>\n

See, it\u2019s an \u201ceditorial style ad\u201d that is going to get read – and more likely responded too.<\/p>\n

Something that might look like this:<\/strong><\/p>\n

\"marketing<\/a><\/p>\n

Doesn\u2019t immediately scream out \u201cadvert\u201d does it?<\/p>\n

It\u2019s LOADED with words – i.e information!<\/p>\n

And by the way\u2026 no matter what any one tells you, there’s NO such thing as “too much information” – and especially NOT when you’re in pain looking for the right solution!<\/p>\n

This is information that COULD be useful to the person WHO<\/strong> you\u2019re writing it for – and who the headline should scream out too.<\/strong><\/p>\n

Click Here To Get Regular Tips To Boost Self-Referrals Sent To You >>> <\/a>