subject: Story Writing and Story Telling Can Add Great Copy to Your Chiropractic Marketing [print this page] Story Writing and Story Telling Can Add Great Copy to Your Chiropractic Marketing
Everyone loves a good story; preferably one with a happy ending or at least an ending that leaves you with hope. The storyteller has a lot to do with how the story is interpreted by the listener and for that reason alone; the storyteller should be the person who wrote the story or who lived the story. For obvious reasons we know that this is not always an option. There is significant evidence and documentation that people love to share their life stories through the written word so the story can live even after the author has passed on. Consider the cave drawings of ancient cultures, if it weren't for people loving to write about themselves; whether an adventure, a historical event, a diary or a journal of data; where would we be today? It pains me to consider the alternative. How would we have learned if it weren't from documentation of other's past failures, successes and good old fashion experience?
One type of story writing is a testimonial; a person will write a testimonial to share their experience with a particular service or product. Chiropractors have used testimonials for years; they are great internal chiropractic marketing tools. Who wouldn't be delighted to read a testimonial from a person who has experienced positive results from their visits to any healthcare professional? Many agree that it's necessary for some testimonials to not have a completely positive vibe to them; it's more realistic when you read that there are times when a patient does not see dramatic effects or changes. There is improvement; however not as quickly or as completely as the patient would prefer.
Another good chiropractic marketing tool is to send newsletters or introduction letters to various targeted zip codes in and around a community; along with the letter you could add some testimonials that your patients have offered to write. Some chiropractors have used testimonials in their chiropractic ads that they place in the newspaper. If you were to read testimonials in a letter from a chiropractor or testimonials in their ads, and saw that some of the patients experienced great results, others had experienced improvement but were continuing to see the chiropractor because they don't want their health to go back to what it was, wouldn't that seem more believable?
Two items to note; whenever you ask a patient or they offer to write a testimonial, they will need to agree to the fact that you might share their information with others, even if it's in a notebook in the waiting area; and the person writing the testimonial will need to sign it acknowledging that they agree for others to see it. Also; before placing testimonials in any of your chiropractic marketing; it is suggested to check with your state board as not all states allow testimonials in chiropractic advertising.
