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As Chiropractors we are both practitioners and a business owners; therefore we wear many hats and today, my friend, you will get a quick lesson compelling copywriting! [at least for our purposes].

You know when you are watching a movie and some quirky character throws the “big party” and no one shows up? What a letdown.

Although most Chiropractors that I know, know how a throw a good party, they can still sympathize with this situation, because they have at one point tried to host a big marketing event, promotion or workshop. And the result was the same deal…crickets…no one shows up.

Sound familiar?

Ironically, it is easier than ever to get in front of people. Just look at your Facebook feed or your email inbox. Yet getting people’s attention has never been more difficult, never mind trying to get them to take action. So all too often, our promotional events fall flat.

[Click here to read about how best to leverage your actual workshop events.]

I really struggled with this for the longest time. Personally, I knew that I had a big message and a huge vision. I had the answers that people were actively looking for, but I could not figure out how to get their attention and more importantly, get them to take action.

And then I discovered the power of compelling copywriting.

Once I tapped into the secrets to creating good copy; copy that people NATURALLY RESPOND TO, RESPONSE BECAME AUTOMATIC.

Behavioral Psychologists have identified thought patterns and mental triggers that are highly predictable, startling in fact. As humans we are literally hard-wired to respond to certain words, sentence structure and story lines. Once you understand this technology – you can write copy that will double, triple, even 10X your engagement and therefore, your results.

Effective copywriting has helped our practice reach thousands of people.

Crafting a good Subject Line for an email will dramatically impact your email open rates.

The Headline of a blog post will determine whether your article even gets read. The stories that you tell in your promotional materials will either fill the room or leave you feeling like that lonely kid in the movie — All dressed-up and no one to dance with.

Let’s explore one highly effective copywriting methodology that is sure to get butts in seats for your Body Signals Workshops and fill your book with New Patients.

FORMAT: KEVIN ROGERS – THE KLT HOOK

  1. IDENTITY
  2. STRUGGLE 3.
  3. DISCOVERY / SOLUTION
  4. RESULTS
  5. CALL TO ACTION

This type of copywriting is highly effective. In fact, if it were not, you probably would not have read to this point.

Yep! I used this structure for this lesson. Let’s review my story from this training – and keep your eye out for the 5 elements:

I started with IDENTITY so that you could relate to me – so I shared a bit about my personal experience and to give the story context. This is a form of Empathetic Connection:

“Now it is easier than ever to get in front of people – Just look at your Facebook feed or your email inbox…Yet getting people’s attention has never been more difficult…never mind trying to get them to take action. So all too often – our promotional events fall flat.”

Then I spoke directly about the STRUGGLE that we all face:

“I really struggled with this for the longest time. Personally, I knew that I had a big message and a huge vision. I had the answers that people were actively looking for, but I could not figure out how to get their attention and more importantly, get them to take action.”

Next I discuss the DISCOVERY OR SOLUTION to the problem:

“And then I discovered the power of good copy-writing. Once I tapped into the secrets to creating good copy, copy that people NATURALLY RESPOND TO.

Step number four is to reveal the RESULTS:

“RESPONSE BECAME AUTOMATIC. Behavioral Psychologists have identified thought patterns and mental triggers that are highly predictable, startling in fact. As humans we are literally hard-wired to respond to certain words, sentence structure and story lines. Once you understand this technology you can write copy that will double, triple, even 10X your engagement and therefore, your results.”

And lastly, close with the CALL TO ACTION:

“Let’s explore one highly effective copywriting methodology that is sure to get butts in seats for your Body Signals Workshops and fill your book with New Patients.”

Allow me share another helpful example where I apply this copy writing structure below.

“Hello, I’m Dr. Stephen Franson. When I was 11 years old I watched my best friend die of cancer. Since that day I have been fascinated by health and healing. I have spent my entire professional life searching for the keys to having better health and avoiding sickness and disease; but often found myself confused by conflicting information and contradictory experts. Then I discovered one singular truth that gave me the answers that I was looking for.

Now I have the privilege of working with thousands of patients, helping them solve some of the most common health problems that people struggle with every day.

If you are suffering with (migraine headaches) and are having a hard time getting well; please join me at our free seminar Fix The Real Problem and End Headaches Forever’.”

You could join the ranks of thousands who got their health back without the use of dangerous drugs or surgery. We’d love to find out if we can help you. I look forward to seeing you there!”

Friends, this is your chance to step in the gap and reach those people who are actively looking for you. Now you know how to get their attention. Your next step is as simple as A-B-C.

Always Be Converting.

And what are you converting them to?

Answer: The next step, which is to come to workshop with someone they care about and that person’s first step in finding a better way to better health through you.