Download 4.60-Direct-Response-Ad-Struggle-with-Pain

File: Marketing Tool Kit>Direct External & Advertising
Direct Response Ad
“My Struggle With Pain, Drugs, and Injury on Lumbar Avenue (your street)”
Ads like these have been producing good results for some doctors. However, there are many variables
in these ads which make them work, or make them not work.. Some trial and error is always needed. I
suggest that you try these ads, and even if they don’t pull immediately, you should get a good response
through indirect channels such as yellow pages, sign and location, and referrals in the long term.
However if they do work immediately, as they have for some doctors, you may see 5-10 new patients
from these ads.
The key variables are:
 The attraction power of the headline. Does it “grab” the reader?
 The level of interest of the story. Is it boring, or does it pull you into its story?
 Quality of success stories.
 The picture. Should be clear, candid, and personal.
 The intimacy of the letter. How close does the reader feel to the doctor.
 The offer.
Instructions:
The attached is an example of a direct response ad that you can use to generate new patients. It is
written as a sales letter, personable, as if you were just talking honestly to the reader personally. The
idea is to create as much rapport with the reader as possible, and this is done in part by writing it as if
you were talking.
The letter can be distributed as an insert in the newspaper, targeting the zip codes that you feel will
respond the best. Usually the cost for a basic mailing is between $400 and $600 total, depending on
the paper or method of distribution.
The picture is designed to increase rapport with the reader and the story, and you.
Needed for ad:
1. A woman with a similar success story to the one in the ad.
2. Her written approval to publish it in whole, or in part. (See “Success Story Form” in Patient
Education Section in Marketing Tool Kit.)
3. A picture with her and the doctor, perhaps with the doctor’s family or children.
4. A few other good testimonials.
5. A charitable cause.
6. Optional: Connect the woman into some kind of a donation program.
7. Your qualifications. (Personal chiropractor for the Green Bay Packers or Neil Diamond,
books, lectures, radio programs, advanced course work, part time minister, Nobel Awards,
parent of teenagers, etc.)
8. Offer
NOTE to Active Clients:
If you are an active client with us, you can send in your edited version of the ad, along with information
about you and your office, and we will customize the ad for you.
Reference: For more information on long copy ads, read any of the books by Dan S. Kennedy, Rene
Gramm and Ted Nicholas.
© Ed Petty 2001 769799077 – Revised 4/30/17
Page 1 of 2
“My Struggle With Pain and Drugs in the North Shore”
Dear Friends and Neighbors,
I have a confession: I have a problem with
drugs. Actually, I have an issue with drugs,
and I want to tell you why.
Here’s what a few of our patients have to say:
After missing 4 weeks of work, with various medications not working, I am
now virtually pain free. Thanks. JM
The words “Thank You “ can never be enough
– my body has no pain and I now walk with no
trouble. –MAF
My name is Dr. John Sample, and I am
writing this letter to you and your neighbors
because there is some information I think you
need to know.
I used to have migraines that kept me in bed for
days. Chiropractic has freed me from them.- JP
My back and neck were so bad that when I sat
down it was very difficult to get up. Now, I no
longer experience this pain. - MMN
But first, I want to explain the picture.
Several years ago, a very nice lady by the
name of Sister Helga came into our office
complaining of longstanding pain in the
lower back. She had surgery on her back
over 15 years earlier, and still had extreme pain. In an attempt to solve
this problem, she underwent cortisone injections to the spine and took
many different types of pain pills. Nothing helped. Another doctor
suggested two additional surgeries and that a metal rod be placed in her
back. Though her pain was severe and persistent, she was reluctant.
Her doctor could offer no assurance that she would be better off after
these surgeries. She took the advice of one of her friends and came to
our office. After being treated daily for several weeks, her pain had
gotten 50% better, and within less than two months, her pain was 80%
reduced. Now, she is pain free and lives an active, happier lifestyle. In
fact, Sister just turned 81 and still works 40 plus hours per week. (That
is her in the picture with me on the right, and her treating doctor, Dr.
Michael Sample-2, on the left.)
Here is what Sister says: “I thank God and the doctors because at last I
am free of pain, and did not have to do those two big surgeries. I feel it
was a miracle because I know how much pain I had. I praise his work and
chiropractic does help more than medication.” -Sister Helga
The fact was, the drugs only covered up the problem, never
addressed the cause. True, sometimes drugs are needed as a last resort.
But as we have learned, they can be dangerous. In fact, every year in
the U.S. approximately 96,000 people actually die from adverse
reaction to properly prescribed drugs. (JAMA 1998:279)
In addition to Sister Helga’s case, I have seen this type of incident play
out time and time again. Now, I am not trying insult any of my friends
who are medical doctors. I have great relationships with many medical
physicians, and I respect them a great deal. I often refer my patients to
specialists when needed. But the fact is, they agree! They tell me that
many doctors just don’t understand chiropractic, or the biomechanical
aspects of pain that well. It is just not in their training.
People with pain, often following injuries, come to our office after they
had tried drugs or just “living with it”. They come in with many
different conditions, including migraines, back pain, whiplash and
neck pain from car accidents, carpal tunnel, work related injuries,
shoulder and arm pain, athletic injuries, just to name a few. We are
able to help them, of course, but often only after they had been living
with the pain for sometimes weeks or longer. If we could have seen
them sooner, in most cases they would have had faster relief, healthier
healing, and less expense. That’s why I want our office to see people
who have pain or discomfort -- now. Our fees are very reasonable, and
we have several payment plans to ensure that nobody is denied care.
Also, studies show that people actually pay less for good chiropractic
care than other types of care.
You see, our treatment approach is simple: a
thorough examination to determine if
chiropractic treatment can help, a thorough
diagnosis, and if we accept your case, a very
sensible treatment plan to remove nerve pressure and restore health. A
few gentle adjustments are sometimes all that it takes to relieve the
pain and the treatments often feel very good. I have been in practice
since 1978, and Dr. Sample-2 has been in practice since 1991. After
completing 4 years of undergraduate courses, a 4 year doctorate
program, numerous and regular post graduate programs, both Dr.
Sample-2 and I, and all the other doctors who work with me, have
been able to perfect certain techniques that work remarkably well.
And, usually, the results are nothing short of wonderful.
You can benefit from our Anti-Pain, Drug, and Injury Plan: If
you are experiencing pain, constant or recurring, or if you know
someone who is, or if you or someone you know has experienced an
injury, no matter how long ago, or if you are on pain medication, I
want you to call and make an appointment to come in and see Dr.
Sample-2 or myself, or one of our other doctors. We will provide you
with a complete new patient examination for only $20. That’s with a
thorough orthopedic and neurological exam, a pain evaluation, x-rays,
report of findings… the entire program. (Ordinarily we charge up to
$150 for these services.) Please bring in this article by July 31.
Back to Sister Helga. She works with the Saint Benedict’s Meal
Program which helps to feed the hungry year round in the Milwaukee
area. We will be donating the $20 you pay us for services to the St.
Benedict’s Meal Program.
We will tell you if we can help you, and if not, we will suggest other
courses of action for you to take. You will find that our fees are very
reasonable, our treatment programs are fast and friendly, and that we
get results. This is not a fancy “come on”. It is my plan to get rid of
pain, and reduce the need for pain relieving drugs in our community. I
would like your help.
Our office is called CHIROPRACTIC SAMPLE and we have three
locations: our Location 1 office is located in the _____ Office
Building (____ Bank Building) at ____ North 00th Street, #104 and
you can make an appointment there by calling 123-4567, our Location
2 office is located at __________ and you can contact us there at 1234567. In location 3, we are located at _________ and you can reach
us there at 123-4567. Call us – we would like to hear from you.
--Dr. John Sample
P.S. If you come in to see one of our doctors or myself, I will offer
you 2 guarantees:
1. After three days of care, if you are not totally satisfied with the
results, you will owe nothing. Zero. Zip.
2. If we are not the friendliest office you have ever been to, I will
gladly refund your fees.