9:21 PM
Tuesday


Hi Doc,

I had a great day. I met with a man about some
skin care that is so natural, it only has a shelf
life of four months.

Yeah, just four months.

It's a healthy skin and anti aging program, and
it shows you results, the same day. I was totally
impressed with the results. It makes you look ten years
younger, that day.

So I'm now a distributor. Woohoo.

Okay, let's do some marketing.

Here’s a way to create your ad that’s been used
by some of the most profitable ads of all time.

Essentially, you have somebody take center stage…
then you include a story about a woe that your
customer or patient can relate to, and then show
why your service is the solution to their problem.

Let’s take a look at how this concept could be
used in a few different industries first, just in
case you don't think something in chiropractic
can work in every other profession or job:

Weight Loss: I was fat. Now I’m thin.

Business Opportunity: I was poor. Now I’m rich.

Beauty: I was starting to age. Now I’m looking
ten years younger.

But what about the ordinary business like a
plumber, real estate agent or accountant. Could they
also try this strategy?

Let’s take a look:

A plumber could make one of their customers the
star. The customer could tell a story about how their
existing plumbing wouldn’t work… even after having another
plumber come out and inspect the problem. But when
they got on the blower to Jacks Plumbing, they were on
time, clean, took their shoes off at the door and fixed
the problem right away.

Here’s the headline:

“The Astonishing Story Of Why This Frustrated California
Housewife Fired Her Lazy Plumber”

If a real estate agent was trying to attract listings,
then they could make the customer the star by talking about
the fact they had their house on the market with another
agent… with virtually no interest. But when they listed
their property with CA Real Estate Agency, their
revolutionary approach SOLD the property in just 17 days.

Here’s the headline:

How A Local Mechanic Sold His Home In Seventeen Days By
Taking His Real Estate Agents Advice - And Tossing It In
The Trash!

An accountant could ask one of his clients to star in
an advertisement where they explain how they were paying
over $67,864 in taxes.

But after working with C.A.T. accountants, they reduced
this amount to $48,493 saving themselves over $18,000.

Here’s the headline:

Struggling Computer Company Accidentally Discovers A
Legal Way To Save Over $18,000 A Year On Taxes

Did you notice how I turned around what some people
would call a boring business (accounting, plumbing,
real estate) and made it an irresistible read?

That’s what adding the human element can do. In essence,
the reason behind the success of this strategy is two-fold…

#1. The human element. Pick up any magazine from your
local newspaper and you’re guaranteed to find plenty
of stories in there about everyone from celebrities to
your average Joe.

#2. Overcoming adversity. Everyone loves an underdog and
by using this approach you tap into this appeal. (By the way,
have you ever seen the movie “The Pursuit Of Happiness”
starring Will Smith. This is a perfect example of this
concept. Watch it and notice how it effects you as you do,
because your patients will have the same reaction to this
sort of advertising.

#3. Non threatening. By telling a story
about somebody else, you are not threatening your readers.

For example, in a business opportunity ad or sales letter the star
can say “I felt like a loser” whereas you wouldn’t win any friends by
saying: “Do you feel like a loser because you haven’t made
enough money / lost the weight you promised yourself to lose, etc.”

Ok.

Do you want to see a real example of this concept in
action? Keep reading this blog. I'll come up with one
for you so you will have a real example.

Dr. Carney