are You wasting Money????

9:00 PM
Wednesday
Temecula, CA 92593

Hey there.

Here's something I received today.

Let me know what you think.

I thought I'd just share it with you.


Dear Dr. Carney,

How do you get people to respond to ads, flyers, etc.?

I've tried promoting my office with ads and flyers

and I haven't gotten any response.

What am I doing wrong?

Gail, Seattle, WA


Dear Gail,

If you use your marketing pieces to simply promote your
business, you're going to continue getting very little response
if any.


People aren't interested in the doctors that provide the
services they buy. They're ONLY interested in what those services
can do for them. It's the old WIIFM thing. What's In It For Me.


There's a good chance that you are leaving out the most important
element of your marketing pieces -- an OFFER.

An "over the top" OFFER, because

--Without An Offer --

There Is Going Be... No Response


Most business owners don't make an offer in their marketing pieces.
Instead they focus on telling people about their business, or about
the service they are selling and hope that when they do what everyon
else is doing, it's going to magically change their bottom line.

It won't.

There may be a phone number and address at the bottom of the marketing
piece -- but if there's no offer, don't expect much. In fact, most
doctors don't

know what a compelling offer really is or how to even write one.

Do you?
As I said, "Without an offer - nothing happens."

And don't get me wrong. I've written articles, ads, fliers, and inserts
before and left out the OFFER. End result.

Zip. Zero. Nothing happened.

Think about this too.

Imagine arriving at a cocktail party and the hostess greets you when you
walk in the door, and immediately begins talking to you about about the
weather, your girlfriend, the stock market, or the party itself.

Believe it or not, she hasn't made YOU an offer, so you have no decision
to make.

But suppose the hostess makes an offer as soon as you walk in the front door, by saying,

'Would you like something to drink? If you get something to drink within the next 20 minutes,you have a chance at winning the red Ferrari sitting over there that Dr. Carney is giving away tonight at midnight?'


Now you have to make a decision because a very specific offer has been made and there is a deadline.

-----------------------
You'd be crazy to turn that offer down.
-----------------------

By making an offer you force your prospects to make an immediate decision --
either they will accept your offer and take action, or they will decline
your offer and NOT take action... at that particular time.

They are saying, "I don't want what you're offering right now."

I may take you up on it later, but for right now, I'm not interested.

"Most small business ads and other marketing pieces never make an offer --
and... that's why they get very little response.


If you want to start getting maximum response to your marketing efforts,
make sure you always make an offer. A Real Offer.


What Kinds of Offers Can You Make?


1. There are offers to attract new prospects.
-- You can offer a free report, brochure, info-pak, newsletter, a chance to win a year's worth of care, etc.


I know one savvy doctor who offers a FREE Welcome Kit and FREE Newsletter
to attract interested prospects to his business. By doing this he has grown
his prospect lists for his two businesses and generates nearly a half a million
dollars in sales each year, almost on auto pilot.

2. There are offers to get people to try your services before they sign up
for a care plan. The more people who try your service, the more people will buy.

-- You can offer a free sample, demonstration or session, just as long as it's
somewhat compelling.

A kettle corn vendor at a festival had a big sign 'offering' free samples o
their product. Many of the people who tried a sample, got in line and bought
a large bag.

Their sample 'OFFER' was a huge success.

3. There are offers to get people to buy your services.
-- You can offer prospects or current patients your services at full price or
you can sweeten the offer with a NICE discount or a cool bonus.

You see this type of offer everywhere.

It works best when your prospects or customers already know, like and trust
you and your chiropractic business.

Secret Tips for Making Offers That Get Action

-- Put your offer in your headline so your prospects or patients can see it immediately.

-- Make your offer easy to understand.

-- Make your offer specific, not vague or general.

-- Tell your prospects exactly what they must do to take advantage of your offer.

-- Sweeten your offer by adding a special incentive for acting today.

-- Give them several ways to respond. By phone, by mail, by fax, by web site, e-mail, etc.

-- Put a deadline on your offer, so your prospects must take action now. If they put it off, they will surely forget about it.

Making appropriate and irresistible offers is essential to attracting maximum prospects and patients to your office.

Remember, without an offer, nothing happens.

Dr. Carney