Before we dive into today’s topic, let’s review some startling statistics. According to Richard Telofski, Principal Consultant of a New Jersey based social media research company, “Less than one percent of American chiropractors blog and, of those that do, over one-third of chiropractor blogs are inactive and look like sad puppy dogs abandoned by the side of the road. Blogging as a marketing tool is not regarded seriously by America’s chiropractors. In fact, their absence from blogging is just downright astounding.”
The above quote was the catalyst that propelled me forward to start next generation chiropractor. I was not only shocked by the statistics but also oblivious to reality. Being a techno geek, my world has always revolved around computers, the Internet and technology. I am what Geoffrey Moore calls an early-adopter. Therefore, I naively assumed everyone used and benefitted from technology. Boy was I wrong!
I never stopped to think that the majority of chiropractors either didn’t get it, simply ignored it or faced multiple hurdles in getting started due to a lack of understanding. It was this epiphany that stirred me up and motivated me to help educate, inform and teach chiropractors the benefits of blogging and social media networking.
For those chiropractors who have grasped the importance of blogging and social media networking, I commend you! You are light years ahead of your colleagues and will reap the rewards if you stay committed to the cause. Nevertheless, its just like anything else in life. If you don’t commit to refining yourself, you’ll grow dull and ineffective. Stephen Covey refers to it as Sharpening the Saw. If you can’t take care of yourself, you’ll never be able to take care of others.
Sharpening the Saw encompasses not just your personal life but also your professional. You need to view yourself as a CEO and run your chiropractic practice like a Fortune 500 company. Just the idea of being held accountable to stockholders should cause a paradigm shift on how you do business. If you take your chiropractic business that serious, you’ll go places.
Now I realize blogging is just one avenue of marketing for a chiropractic office. However, as time goes by, it is one of the most powerful and cost-effective ways to get your message out into your community. Your chiropractic message can literally go viral and reach millions by connecting your blog to social media networks. But, please understand, if your blog posts don’t have effective headlines, you’re screwed.
This is why most chiropractic blogs SUCK. Chiropractors forget to take off their doctors’ hats and exchange them for layman terms when writing headlines and content. The simple fact remains that 80% of your readers will move on and not even read your blog post if your headline isn’t enticing. So, you’ll need to immediately hook them with your headline.
For example, instead of writing a headline like this …
Chiropractic Care is Natural and Safe
… try this:
5 Reasons Why You Should Seek
an Alternative to the Flu Vaccine
See the difference?
The first one is boring and doesn’t stimulate people to read the content. However, the second one makes people curious, uses a popular keyword (flu vaccine) and lists potential solutions to a major health crisis.
This is critical. A blog’s lifeblood is its content. If you can’t stimulate prospects to read your posts, then you might as well not have one.
Now, I’ll be the first to tell you that I’m not a professional copywriter. However, I’ve sought training from the best. Two that come to mind are Brian Clark from CopyBlogger and Sean D’Sousa from Psychotactics. There’s no question about it — if you spend time studying their content, you WILL take your blog to an entirely different level.
To get you started, I encourage you to read the following post by Brian Clark titled How to Write Magnetic Headlines . Within his post, he also provides you with eleven other posts that specifically focus on headline writing. It should be bookmarked, sent to Evernote and reviewed on a consistent basis as you grow your online presence.
In addition to Brian’s information, I’m also including a FREE PDF ebook written by Sean D’Sousa titled “Why Do Some Headlines Fail: How to Write Headlines that Get Results Every Time!” If you’re interested in receiving this FREE gift, you’ll need to complete the following three things:
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