Is Chiropractic advertising bad?
First, what IS advertising?
Unlike “marketing”, advertising strives to make a sale right on the spot—typically turning a stranger into a paying customer.
Here are some examples…
“GOING OUT OF BUSINESS SALE”
“BUY 2 GET 1 FREE”
“WE PAY THE SALES TAX!”
“BUY BY X AND WE WILL THROW IN Y FOR FREE!”
“NEW PATIENT SPECIAL!”
Unlike marketing, advertising tends to attract the price sensitive members of the crowd.
The “tire kickers”.
The deal seekers.
Advertising also decreases value.
On the other hand, marketing increases value.
Done right, marketing doesn’t need discounts to “work”.
Marketing can attract and and keep the right customers for life.
So, is advertising bad?
I see advertising like steroids. It can work to see a quick result but it’s short lived and damaging in the long run.
Advertising is for the impatient.
Marketing is for those who sell value, not price.
ChiroTrust is marketing.
A typical Facebook ad is advertising.
Anything that doesn’t nurture the relationship before, during, and after the sale is advertising.
Marketing, when done right, is virtually invisible because it is seamlessly attached to the person, the product, and the relationship.