January 24, 2025 • 25 mins
Discover the key to transforming your chiropractic marketing efforts and avoid the pitfalls that could be holding you back. Have you ever wondered why your Facebook ads aren't converting as expected? Join Dr. Enrico as he uncovers the common mistakes chiropractors make and offers insights into crafting compelling ads that truly engage your target audience. Learn how to stop relying on generic offers and start using personalized strategies that build brand recognition and trust over time.
Unlock effective digital marketing strategies tailored for chiropractors who face the challenge of competing with larger medical institutions. Dr. Enrico shines a light on the power of niche keyword targeting and the invaluable role of video content in building patient trust. With practical advice on producing authentic office videos and leveraging eye-catching visuals, this episode equips you with the knowledge to enhance your online presence and capture the attention of potential patients. Discover how discount offers and retargeting strategies can significantly amplify your marketing efforts.
This episode isn't just about tactics; it's about commitment. Dr. Enrico emphasizes the importance of personal connection and ongoing support in the digital marketing journey. Unlike many agencies, he stresses the dedication to being there for clients, fostering growth, and embracing technological advancements like AI. Celebrate the vital role chiropractors play in their communities and feel inspired to continue your invaluable work, leveraging these insights to thrive well into 2025 and beyond.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Welcome to another episode of Marketing 101 for
Chiropractors.
I'm Dr Enrico and this weekwe're going to go through the
most common mistakes marketersand chiropractors make when
creating their ads.
And for those of you, and manyof you, I'm surprised how many
of you actually are running yourown ads.
(00:24):
You're doing ads or you're inthe process of ads, or you're
working with your digitalmarketers to create ads.
You actually have a hands-onapproach, which I've been saying
for seven years you need toknow a little bit it's been
great to see Continue doing thatbut also knowing how to fine
tune them for maximum results.
And today we're going throughthe most common mistakes.
(00:44):
So I've consulted lots ofchiropractors who run their own
ads.
They, you know, ask me for freeinformation all the time and
I'm more than happy to answerthe phone or even get on a Zoom
call and see your ads in personand talk one-on-one.
It's the best way to reviewthese things is to just look and
see what's going wrong and giveyou some feedback immediately.
That's the best thing.
But I put together,conglomerated, all of the
(01:05):
mistakes that are being made andwe're going to go through it
right here.
The common mistakeschiropractors make with Facebook
ads.
Number one it's just toogeneral.
That's the biggest mistake.
Hey, chiropractic offer, callus now.
This is what we do.
It's just too broad of an adwith no real call to action for
(01:26):
anything that's worth takingaction for.
Think about how you respond toadvertising or what makes you
purchase something, whether it'se-commerce, a service, whatever
it may be.
Think about the psychology thatgoes behind that.
What scroll stops do you stopto see?
What scroll stops do you stopto see?
And what are they?
You know, for me, you know flipflops or something goes by golf
(01:51):
clubs, golf balls, or maybebrand recognition of where I see
, you know, costco ad, orsomething that stops me.
I've tried to learn my behavioras well as a consumer, and
that's what stops me is brandrecognition.
So I see, like a Nike ad or aCostco ad or an Under Armour ad
or something that that mightstop me because that's brand
recognition.
We don't have that when we'readvertising.
(02:11):
Right, people don't know yourclinic, you're not a major brand
, you're not a world renownedbrand, so we don't have brand
recognition.
So what is it?
What's the other?
It's the offer and the ad copy.
So those are the two things youcan't have too broad of like
come in for chiropractic, that'sbig.
Chiropractic is bigger than youthink.
Now that the utilization ratecontinues to go up, it's more
(02:32):
well known.
Um, so you're competing withreally just every chiropractor
that's out there.
So weak or generic offers don'treally go anywhere.
So the thing here, like a freeconsultation, is overused quite
a bit.
It can be effective if the adcopy is good, but typically a
book now or click the button tobook this limited time offer is
(02:53):
one of the better call toactions.
You can even have maybe adiscounted offer.
People don't really know theprices.
Let's be honest.
If they've if they've priceshopped with chiropractic or
they've been to otherchiropractors, your $49 exam may
be like oh, my other chirocharges me $35 for an adjustment
, so I'm not going to go to you,you're too expensive at $49.
And then you're like hang on asecond, my exam's 200.
(03:14):
We're doing $49 exams.
You're an idiot.
Why wouldn't you take this?
Because they can just go to thejoint for $49, right?
So you got to be honest withthis.
What are you going to do to getthem in for this?
The new people who've not beento chiropractors before, they're
not going to respond to achiropractic ad.
They have never been to achiropractor before.
They're not starting nowbecause of your ad.
(03:36):
You need to understand that.
So you have to have somethingthat solves a problem for them.
So that's what weak or genericoffers is what I'm talking about
.
Have something that stands out.
That's the thing there.
So the call to action should beclick here to claim the offer
now.
Limited seats available,limited spots available, limited
appointments available.
Whatever you want to put inthere, put that in the
(03:56):
description underneath yourheadline, and that's the call to
action.
And then, of course, the basicsthe poor ad copy or the imagery.
We talked about this onadjusting success many times.
You can go to youtubecom and goto at enrico d marketing and go
to my channel, subscribe sothat you can see all the all the
videos that go on there everymonday night.
We do adjusting success andthat's for anybody anybody doing
(04:19):
any type of service based.
It's targeted for chiropractors, but you can go to it and we
talk about these things and youcan also join live at 9.30 pm
every Monday night as well andthen ask questions on there, and
then we save it as a video getsput to the website or to
YouTube and then people can goand listen.
We talked about poor ad copy orimagery just recently and many
times before Using stock photosgeneric copy, you know feel
(04:44):
better today usually fail tocapture attention.
So engaging, patient-centricimage, like actual images from
your office of you doing it, isway better, way more responsive
to like who's that, who's thatand then it puts a face to it,
starts to create a brandawareness right.
The more ads you do, peoplestart to see them and kind of
know if they continue to live inthe area for years upon years,
(05:06):
they're going to know you as themain chiropractor because of
all the ads that you've done.
So using yourself and youroffice and your actual tables
and devices is a really smartway of doing this.
And then many of you don't knowhow to do retargeting ads.
This is a whole differentpodcast for another time.
Maybe we should do that on howto retargeting ads, this is a
(05:30):
whole different podcast foranother time.
Maybe we should do that on howto retarget.
After you've run ads for awhile months or years, you may
want to be retargeting thesepeople who've actually had a
response or stopped and readyour ad or watched your video in
its entirety but didn't doanything about it.
Ads to retarget them and say,hey, we got another offer, hey,
we got another thing, hey, wealso do this, and they are more
responsive to stopping again andwatching your future videos as
well.
(05:51):
And then just testing.
We don't really test, we alljust kind of quit.
That's another one.
Why do my ads do as well as theother person's ads in town?
And you really haven't testedanything.
Well, what have you tried?
And then it's like well, I'vejust been trying this.
We got to test and try for alittle bit too, until you find
the ones that work.
I've got two offices wherewe've just continued to reuse
the same ad.
(06:11):
We're over a year now of justbouncing between these two ads
just to change the look of it,the pictures, and then we go
back to the other one becausewe're getting $11 or $7 leads
and we just keep going back andforth and it just continues to
work.
Why would you turn that off?
It's just working right, it'sthat.
But it took us previous ads toget to that point to find out.
(06:33):
Oh man, it's really this simplePeople are just responding to a
nice clean picture of you withthe offer on the side and they
love it.
That's how that works.
And then, on the back end,over-complicating the funnel.
So, chiropractor send leadsthrough long funnels with too
many steps.
A simple direct path the ad,the landing page or the form and
(06:56):
then the book.
Here that's really simple, evenwith your automations as well.
Thank you for signing up.
Here's the link to book, andthen you call and then the
emails go out.
Hey, thank you for signing up.
Here's a link to book, or callus at this number to book or
this, just streamlining us.
And we talked about AI andother things in the background
that you can use or apps thatyou can use to help streamline
(07:19):
this for you.
These are the things.
I think that's it.
We're just overcomplicating it.
It's a simple form.
We don't call them back for awhile.
We lose them.
Remember, these are cold leads.
I think we've been trained.
If you've been in practice formore than five years, I'd say
more than 10 years, really.
If you've been in practice fora while, we've been programmed
(07:41):
on referral-based marketing inGoogle.
Every chiropractor's foundationto their business is based off
word of mouth.
I don't care who you are orwhat you do.
You may be killing it now inthe last few years with Facebook
ads and getting tons of newpatients and leads from that.
But prior to that, you were aword of mouth practice.
(08:02):
So some of us that have beenpracticing for a while I've
realized that and this stuff isfrustrating we're creating more
headaches.
It seems like we're creatingmore stuff to do.
We're wasting more time chasingdown leads, but really the base
will never go away.
The word of mouth will never goaway.
As you continue to serve morepeople and keep them happy, the
word of mouth will continue.
(08:23):
So that's what we want to bebuilding up on there as well is
the word of mouth.
Marketing in the background,but using leads and building
your lists and nurturing them ishow you get more and more
people, maybe leaving yourreviews and maybe referring more
people to you.
It creates that branch effectof referral right, so that's
(08:43):
great.
Those are the big mistakes, Isee.
How do we correct these things.
What do you need to do with yourads to make them better is
define your audience.
Who are you targeting, whatlocation?
What age groups?
Interests you can hit.
Behaviors you can hit as well.
I don't recommend going intotoo many categories like income
(09:05):
and too many behaviors orinterests, because what ends up
happening is you may lose out onsome other people, but having
some things.
Let's say you're doingsomething specific in the office
.
You're targeting a specificdemographic over 50, neuropathy
or something like that, maybelooking at behaviors, or, of
course, the age group is goingto be 50 plus or 55 plus men and
women.
You're going to target that andthen within an area and when
(09:28):
you do that, you want to broadenyour area a little bit further.
Once you get into nichemarketing of like specific
things, decompression, maybe youdo something specific that no
one else does, like uppercervical, whatever it may be you
may want to expand that radiuswider because people will travel
longer to see a specialist.
You know quotation marks ofdoing that, so that's great too,
(09:51):
and then just craft anirresistible offer.
So we went back to what scrollstops you?
Brand awareness.
We got to eliminate thatbecause we just won't have that
as chiropractors.
It's going to be the offer,it's going to be the solution.
What is the offer?
What is the product?
Remember, you do have manyproducts.
It's not chiropractic, it'sgoing to be the solution.
What is the offer?
What is the product?
Remember, you do have manyproducts.
It's not chiropractic, it's notthe adjustment.
(10:13):
That's one thing.
That's what you do.
You have so many differentoffers that you help with.
If you just go through symptombase, you got thousands of
things to choose from.
Choose the ones, yes, that youenjoy working with, but choose
the most popular ones thatpeople have as well.
The biggest condition headaches, migraines, low back pain,
sciatica, pinched nerve, nervepain, neuropathy.
(10:36):
These are the top ones thatpeople want, are looking for
solutions day in and day out.
They're the top ranked Googlehealth conditions as well, that
people are just looking forsolutions to, and your
competition is everyone thatpops up the Mayo Clinic, the
Cleveland Clinics, the WebMD,everything that pops up before
you.
You don't even pop up in thefirst seven pages of Google when
(10:58):
people put in neuropathy orsciatica pain, or it's all going
to be all the research done bymajor medical universities
showing what sciatica is andwhat the solutions are.
They're going to be medicalsolutions.
You can't compete with that.
You're just not going to.
So what you got to do is theonly way to compete is when
somebody says sciatica,chiropractor, they're
specifically looking for achiropractor.
(11:19):
Then now you're competing justbecause you have a website
that's ranked on Google.
There's not much you can do orneed to do for that.
That's a different podcast.
We've done those before aboutkeywords.
So, on Facebook, what is it thatstops people?
It's those videos of like.
We see them all the time.
I absolutely hate them as achiropractor, just as much as
(11:39):
you.
It's usually some creepy dude,some greased up beard and has a
woman with either no bra orplastic surgery and just looks
weird.
And they're adjusting them forthe scroll stop on YouTube
shorts, instagram reels andFacebook.
It's the scroll stop.
As a dude, guilty, I stop and Iwatch for the adjustment, of
(12:02):
course, but that's what catchespeople on there in that moment
and you get tons of views.
Don't compare your ads to thoseads.
Those are scroll stoppers,those are reels.
That doesn't really matter.
And the comments.
Go through the comments.
They're hilarious.
That's not going to create morenew patients for you, right?
It's just not going to do it.
So showing what you do in theoffice is going to create more
(12:25):
patients, like your system,usually the treatment.
What to expect?
It takes away fear from theperspective.
Lead of like.
What am I getting myself intoIf I do sign up for this?
Is it a hole in the wall?
Am I going to get mugged.
Um, what's the procedure looklike?
Are they going to crack my neck?
You know I've heard things aboutchiropractic and you're not in
your videos.
You know, thoracic adjustmentactivated, whatever it is your
(12:46):
protocol, just really quick, 10second video, nothing crazy,
that just goes through it.
Or maybe the device you'regoing to use, the soft wave, the
shock wave, the uh, neuropulse,the, uh, whatever activators,
the, the TRT gun, whatever it isthat you're using, a class four
laser, cool stuff.
These are all videos thatpeople stop and say, oh, what's
that?
That's different.
I've been to physical therapybefore.
(13:08):
They never did that right.
Whatever that you that's theemotional response that you're
going to get from these videosMake sense.
So just just do your thing andthe people who are going to stop
are the ones that you want towork with.
The people who scroll by areprobably not.
They're not interested at thetime.
Okay, spinal decompressionfirst session for $99, includes
consultation and exam.
(13:28):
They're like oh, everythinggets started for just blank.
The discount offers.
As much as you hate them, ispretty much how marketing works.
If you act now, you get thisprice.
That's the most emotionalresponse from a psychological
perspective in marketing thatyou can get is like oh, discount
, limited time offer, I'm goingto sign up for it If something
(13:49):
pops up from Delta or United andand they're like right now
flights to Honolulu for 50% off,and they don't tell you from
where, and you end up.
I mean, if you're anything likeme, you click, you're like hang
on, hang on a second, I can getto Honolulu for 300 bucks.
You look at it and then theyget you.
You go through there and youlook from your hometown and
(14:10):
they're $847.
So you realize that that wasfor maybe a one route that they
didn't actually tell you wasactually out of Albuquerque, new
Mexico, through LA to Honoluluon these two days in March.
And then you get gimmicked intoit.
But that's the marketing thing.
And then what ends up happeningis you go back to United and
(14:30):
Deltacom later, a month later,and book a different flight for
a different day to a differentdestination, because you need to
go do something else.
And you wonder how marketingworks.
That's how it works.
They've tagged you, they'vecookied you.
Now they have your device andanytime you go for travel
booking, delta and United willpop up because you clicked on
their ad before.
For travel booking, delta andUnited will pop up because you
clicked on their ad before.
(14:50):
That's how you capture peopleand you can do this too.
The more clicks you getwhenever people start searching
for other things, you startgetting into this matrix in the
whole thing.
You start playing the game inyour local area, which is
amazing.
There, too, use eye-catchingvisuals.
Clean pictures, well-lit, justthings that pop on the screen
and look good.
Look at what's being posted onthere.
Right, I mean, it's eitherpersonal photos of people, but
(15:12):
everything business wise is justclean and crisp Pictures that
stop people.
Bright colors, well lit thoseare the best pictures to do.
And videos videos, you don'thave to worry as much because
they're action, they're movement, the lighting and all that
stuff doesn't matter too much.
It's more about what'shappening in the video, their
persuasive benefit.
(15:33):
But you know, benefit focusedcopy.
That ad copy is the key.
So persuasive copy saying hey,do you suffer from this?
Do you experience this?
Is this holding you back?
Something like boom, that'syour hook line, right there.
Then getting into it.
(15:54):
Well, at ABC Chiropractic, wesolve this issue for hundreds of
different people over the yearsby doing this boom, boom, boom,
boom.
The value stack.
Then underneath it, do you wantthe value stack.
Then you can sign up here andget this typically $250 offer
(16:15):
for boom, $99, $47, $21,whatever you guys are doing,
that's it.
And then you get to choose thevalue stack.
You're like man, I really don'twant to take x-rays on people
for $0, or I really do not wantto do an adjustment for people
for $0.
This is ridiculous for $47.
Then you take that out, youvalue stack all the other stuff
(16:35):
you can value stack from thosemovies Wolf on Wall Street and
all those things.
Sell me this pen, sell me thiscrap on a stick.
It's a meme and it goes outthere.
If you watch that clip and thenin other movies as well, and
persuasional books, it's thesame format on there.
(16:57):
It's showing everything aboutthis pen, this pen that is so
much better than just a generalpen.
That's all you're doing.
Is you're saying listen, thecontour, grip the rubber.
Stop on this.
The silver highlight to showyou where to hold the easy click
, smooth click and the best partabout it the rubber.
Stop on this.
The silver highlight to showyou where to hold the easy click
, smooth click and the best partabout it the gel ink that's in
(17:17):
here, that glides unlike anyother ink is the best reason to
have this pen.
It's the same thing with yourconsult and your offer.
It's like, yeah, the offer isthis and this, you get an exam,
you get x-rays, you get.
But in ours go look at our adsit's come on in for a
consultation, examination,chiropractic orthopedic tests,
(17:40):
range of motion analysis,thermal scans, static EMG,
muscle tension scans, heart ratevariability assessment, like it
.
Just, it's just our normal exam.
I'm just listing everythingthat we're doing, the two
orthopedics that I do, listingeverything that we're doing, the
two orthopedics that I do, thescans that I do that take a few
minutes, the x-rays that take afew seconds, it's all added in
(18:00):
there, nothing about achiropractic adjustment, and
then you go through it, so avalue stack or you even throw in
the adjustment in there,whatever.
Maybe you do this whole packagefor 99 bucks, whatever it is,
to get them through the door.
That's it.
Once you get them in the door,now you get a chance to talk to
them as real people.
That's where emotion goesthrough the roof.
That's the emotional thing.
Digital is tough to get theemotion from, so the only
(18:22):
emotional connection you havedigitally is an offer.
That's it.
Don't hate the offer.
Hate the game.
Leverage video content.
One minute intro from thechiropractor explaining the
offer.
That's, you know, 60 secondsseems to be that magic number
for videos.
Uh, patient testimonials abouttheir experience.
Those are great videos.
(18:43):
A walkthrough of the office toshowcase its welcoming
environment.
If you have one, it's okay.
You know, some of us have beenpracticing the same place for 20
years.
Or stuff piled up everywhere.
You don't want to clean it upto shoot a video.
I've heard all the excuses.
I completely understand.
Maybe it's not a walkthrough ofthe office.
Maybe you clean up one room forthe pictures and the
adjustments.
We've all been there.
Use retargeting ads.
(19:04):
We talked about that.
Simplify the landing page,please, if you use.
We talk about landing pages.
Most chiropractors are usingthe contact us page on their
website.
That's horrible.
You're going to lose If you seeyour data on your ads manager
and you look at the ads andyou're like, wow, is this
performing or not?
What's happening?
We're not getting very many newpatients.
(19:24):
Go to the link clicks or uniqueclicks and then see how many
people are clicking on this ador whatever it is, the button
that you've created or whereveryou're sending them to.
If you're getting a lot ofclicks, like you know, 50 cent
clicks.
You're doing really good.
You're getting a lot of clicksfor this and got, you know, 100,
200, 300 clicks and you've beenrunning this ad for two, three
(19:45):
weeks.
Like we talk about the 14 dayrule of running an ad to testing
and you're like, okay, gettinga hundred, something, 200 people
that landed on my landing pageand literally I talked to
doctors and they'll tell me Igot no new patients out of that.
I'm like well, what, where doyou think the problem is?
They're like I don't know.
That's why I'm calling you.
I'm like the landing page.
There's nothing there makingthem the emotional response.
(20:06):
They're literally going to thecontact us page.
They're not looking at thatconsciously, subconsciously,
they're like oh, website,there's nothing there to show
them exactly what was from onthe ad.
So you need to create customlanding pages.
Talk to your website developersfor to say, hey, listen, I'm
running the spinal decompfacebook ad.
I really wanted to make it work.
I love the contact us page, the, the form that's on there,
(20:29):
because I get those emailsimmediately and I want that.
Can you create?
And they'll say they're likewe'll create a landing page for
you with a separate URL orsubdomain.
Maybe you put adecompressionabcchiropracticcom.
That's your subdomain and thenthat one is being used as a
separate landing page and now itlooks the same.
At the very top it's got thesame ad copy or the same video
(20:52):
or the same look as your adsaying offer big on there on the
side fill in your form to bookan appointment.
You're going to see a hugeincrease in capturing data from
there, from 200 clicks and nonew patients to 200 clicks over
the next two weeks to 30 form or25, you know people signing up
(21:12):
and then you calling or tryingto hunt them down and getting
you know 10 15 new patients fromthat.
That's, that's the cool partabout that.
So using your website people asleverage and delegating to them
to create good landing pagesfor you is gonna be way easier
than you trying to do.
This make sense.
So that's the trick with theselanding pages.
(21:33):
Otherwise, use the Facebookform and capture as much data as
you can so that you can emailand call them.
That's the best way.
So if that hasn't been working,I usually default people
towards the form so that theycan capture more data.
The more data that they have,the better it is.
So the doc that had all thoseclicks with no data.
He had a data issue.
No one was giving them theirinformation.
We solved it by switching to aform, because now he's got the
(21:55):
data.
So test and refine.
You don't need to do the oldschool AB testing anymore, but
just retest.
You know, got back pain versus$49 special as the hook line at
the very top, or maybe theheadline suffering from back
pain, or, you know, $49 chirospecial, whatever.
Test those test images versusvideos.
(22:16):
So the nice thing is, when youcreate a new campaign and you
created the ad, your ad set isall done with the targeting and
then under ads, you can createone, two, three, four, five, six
images.
We actually recommend not doingmore than four.
I think the rule is six, butdon't do more than four or five
at that.
So compare two pictures inthree videos or four pictures in
(22:37):
one video, whatever you want,and then Facebook will feed,
shoot that off for the exactsame ad spend that you set in
the ad set prior.
So for 20 bucks a day or 40bucks a day, you can shoot up
five images rather than one.
Our red light people that we'veused in the past, the digital
agencies will put out like 14pictures which you know, and
then they'll shoot out and, ofcourse, the top three are the
(22:58):
ones that you know get the mostviews.
But there's it looks likethere's 14 pictures going out.
What Facebook will do is, oncepeople start seeing the ad two,
three, four times, they'll startshowing them different pictures
automatically.
So you don't have to thinkabout it.
Good, that's a jam-packedpodcast this week of things to
think about with that and, ofcourse, you need help.
(23:19):
This is what I do Currently.
I'm juggling probably max loadof clients that I like to.
I like to focus on the clientsat a time, so I don't take a lot
.
I'm not like a digital agencythat will just keep onboarding
people because they cookiecutter everything.
We really dive into yourpractice one-on-one.
I pretty much immerse myself inthere.
I get way too emotional.
I get way too into yourpractice, because your success
(23:40):
is my success.
I want to see you grow.
Digital agencies don't care.
They're on to the next.
If you quit with them, they'rejust like, okay, we'll find a
new client.
I'm not like that.
So we want to get in there, wewant you to learn, we want you
to grow.
So if you need help, reach out.
If I can't help you, I'll referyou to good digital marketers.
There's a lot of them out there, so that's great as well.
But if you have questionsthat's what I love Just reach
out to me.
Info at EnricoDcom I love theemails.
(24:02):
If you got my texts there, yougo Text me anytime there.
Super happy to help.
All you Keep doing what you'redoing Serve people.
The world needs us.
You've heard this through yourentire career.
They truly do need chiropractor.
They need you.
So this is why we do what we do.
(24:23):
This is why we get into allthis crazy stuff and keep up
with AI.
And keep up with 2025 is toserve more people and I hope
you're on that mission as well.
But keep doing it.
Thank you for what you do.
Keep to your success and allthe best in 2025.
Welcome to another episode of Marketing 101 for
Chiropractors.
I'm Dr Enrico and this weekwe're going to go through the
most common mistakes marketersand chiropractors make when
creating their ads.
And for those of you, and manyof you, I'm surprised how many
of you actually are running yourown ads.
(00:24):
You're doing ads or you're inthe process of ads, or you're
working with your digitalmarketers to create ads.
You actually have a hands-onapproach, which I've been saying
for seven years you need toknow a little bit it's been
great to see Continue doing thatbut also knowing how to fine
tune them for maximum results.
And today we're going throughthe most common mistakes.
(00:44):
So I've consulted lots ofchiropractors who run their own
ads.
They, you know, ask me for freeinformation all the time and
I'm more than happy to answerthe phone or even get on a Zoom
call and see your ads in personand talk one-on-one.
It's the best way to reviewthese things is to just look and
see what's going wrong and giveyou some feedback immediately.
That's the best thing.
But I put together,conglomerated, all of the
(01:05):
mistakes that are being made andwe're going to go through it
right here.
The common mistakeschiropractors make with Facebook
ads.
Number one it's just toogeneral.
That's the biggest mistake.
Hey, chiropractic offer, callus now.
This is what we do.
It's just too broad of an adwith no real call to action for
(01:26):
anything that's worth takingaction for.
Think about how you respond toadvertising or what makes you
purchase something, whether it'se-commerce, a service, whatever
it may be.
Think about the psychology thatgoes behind that.
What scroll stops do you stopto see?
What scroll stops do you stopto see?
And what are they?
You know, for me, you know flipflops or something goes by golf
(01:51):
clubs, golf balls, or maybebrand recognition of where I see
, you know, costco ad, orsomething that stops me.
I've tried to learn my behavioras well as a consumer, and
that's what stops me is brandrecognition.
So I see, like a Nike ad or aCostco ad or an Under Armour ad
or something that that mightstop me because that's brand
recognition.
We don't have that when we'readvertising.
(02:11):
Right, people don't know yourclinic, you're not a major brand
, you're not a world renownedbrand, so we don't have brand
recognition.
So what is it?
What's the other?
It's the offer and the ad copy.
So those are the two things youcan't have too broad of like
come in for chiropractic, that'sbig.
Chiropractic is bigger than youthink.
Now that the utilization ratecontinues to go up, it's more
(02:32):
well known.
Um, so you're competing withreally just every chiropractor
that's out there.
So weak or generic offers don'treally go anywhere.
So the thing here, like a freeconsultation, is overused quite
a bit.
It can be effective if the adcopy is good, but typically a
book now or click the button tobook this limited time offer is
(02:53):
one of the better call toactions.
You can even have maybe adiscounted offer.
People don't really know theprices.
Let's be honest.
If they've if they've priceshopped with chiropractic or
they've been to otherchiropractors, your $49 exam may
be like oh, my other chirocharges me $35 for an adjustment
, so I'm not going to go to you,you're too expensive at $49.
And then you're like hang on asecond, my exam's 200.
(03:14):
We're doing $49 exams.
You're an idiot.
Why wouldn't you take this?
Because they can just go to thejoint for $49, right?
So you got to be honest withthis.
What are you going to do to getthem in for this?
The new people who've not beento chiropractors before, they're
not going to respond to achiropractic ad.
They have never been to achiropractor before.
They're not starting nowbecause of your ad.
(03:36):
You need to understand that.
So you have to have somethingthat solves a problem for them.
So that's what weak or genericoffers is what I'm talking about
.
Have something that stands out.
That's the thing there.
So the call to action should beclick here to claim the offer
now.
Limited seats available,limited spots available, limited
appointments available.
Whatever you want to put inthere, put that in the
(03:56):
description underneath yourheadline, and that's the call to
action.
And then, of course, the basicsthe poor ad copy or the imagery.
We talked about this onadjusting success many times.
You can go to youtubecom and goto at enrico d marketing and go
to my channel, subscribe sothat you can see all the all the
videos that go on there everymonday night.
We do adjusting success andthat's for anybody anybody doing
(04:19):
any type of service based.
It's targeted for chiropractors, but you can go to it and we
talk about these things and youcan also join live at 9.30 pm
every Monday night as well andthen ask questions on there, and
then we save it as a video getsput to the website or to
YouTube and then people can goand listen.
We talked about poor ad copy orimagery just recently and many
times before Using stock photosgeneric copy, you know feel
(04:44):
better today usually fail tocapture attention.
So engaging, patient-centricimage, like actual images from
your office of you doing it, isway better, way more responsive
to like who's that, who's thatand then it puts a face to it,
starts to create a brandawareness right.
The more ads you do, peoplestart to see them and kind of
know if they continue to live inthe area for years upon years,
(05:06):
they're going to know you as themain chiropractor because of
all the ads that you've done.
So using yourself and youroffice and your actual tables
and devices is a really smartway of doing this.
And then many of you don't knowhow to do retargeting ads.
This is a whole differentpodcast for another time.
Maybe we should do that on howto retargeting ads, this is a
(05:30):
whole different podcast foranother time.
Maybe we should do that on howto retarget.
After you've run ads for awhile months or years, you may
want to be retargeting thesepeople who've actually had a
response or stopped and readyour ad or watched your video in
its entirety but didn't doanything about it.
Ads to retarget them and say,hey, we got another offer, hey,
we got another thing, hey, wealso do this, and they are more
responsive to stopping again andwatching your future videos as
well.
(05:51):
And then just testing.
We don't really test, we alljust kind of quit.
That's another one.
Why do my ads do as well as theother person's ads in town?
And you really haven't testedanything.
Well, what have you tried?
And then it's like well, I'vejust been trying this.
We got to test and try for alittle bit too, until you find
the ones that work.
I've got two offices wherewe've just continued to reuse
the same ad.
(06:11):
We're over a year now of justbouncing between these two ads
just to change the look of it,the pictures, and then we go
back to the other one becausewe're getting $11 or $7 leads
and we just keep going back andforth and it just continues to
work.
Why would you turn that off?
It's just working right, it'sthat.
But it took us previous ads toget to that point to find out.
(06:33):
Oh man, it's really this simplePeople are just responding to a
nice clean picture of you withthe offer on the side and they
love it.
That's how that works.
And then, on the back end,over-complicating the funnel.
So, chiropractor send leadsthrough long funnels with too
many steps.
A simple direct path the ad,the landing page or the form and
(06:56):
then the book.
Here that's really simple, evenwith your automations as well.
Thank you for signing up.
Here's the link to book, andthen you call and then the
emails go out.
Hey, thank you for signing up.
Here's a link to book, or callus at this number to book or
this, just streamlining us.
And we talked about AI andother things in the background
that you can use or apps thatyou can use to help streamline
(07:19):
this for you.
These are the things.
I think that's it.
We're just overcomplicating it.
It's a simple form.
We don't call them back for awhile.
We lose them.
Remember, these are cold leads.
I think we've been trained.
If you've been in practice formore than five years, I'd say
more than 10 years, really.
If you've been in practice fora while, we've been programmed
(07:41):
on referral-based marketing inGoogle.
Every chiropractor's foundationto their business is based off
word of mouth.
I don't care who you are orwhat you do.
You may be killing it now inthe last few years with Facebook
ads and getting tons of newpatients and leads from that.
But prior to that, you were aword of mouth practice.
(08:02):
So some of us that have beenpracticing for a while I've
realized that and this stuff isfrustrating we're creating more
headaches.
It seems like we're creatingmore stuff to do.
We're wasting more time chasingdown leads, but really the base
will never go away.
The word of mouth will never goaway.
As you continue to serve morepeople and keep them happy, the
word of mouth will continue.
(08:23):
So that's what we want to bebuilding up on there as well is
the word of mouth.
Marketing in the background,but using leads and building
your lists and nurturing them ishow you get more and more
people, maybe leaving yourreviews and maybe referring more
people to you.
It creates that branch effectof referral right, so that's
(08:43):
great.
Those are the big mistakes, Isee.
How do we correct these things.
What do you need to do with yourads to make them better is
define your audience.
Who are you targeting, whatlocation?
What age groups?
Interests you can hit.
Behaviors you can hit as well.
I don't recommend going intotoo many categories like income
(09:05):
and too many behaviors orinterests, because what ends up
happening is you may lose out onsome other people, but having
some things.
Let's say you're doingsomething specific in the office
.
You're targeting a specificdemographic over 50, neuropathy
or something like that, maybelooking at behaviors, or, of
course, the age group is goingto be 50 plus or 55 plus men and
women.
You're going to target that andthen within an area and when
(09:28):
you do that, you want to broadenyour area a little bit further.
Once you get into nichemarketing of like specific
things, decompression, maybe youdo something specific that no
one else does, like uppercervical, whatever it may be you
may want to expand that radiuswider because people will travel
longer to see a specialist.
You know quotation marks ofdoing that, so that's great too,
(09:51):
and then just craft anirresistible offer.
So we went back to what scrollstops you?
Brand awareness.
We got to eliminate thatbecause we just won't have that
as chiropractors.
It's going to be the offer,it's going to be the solution.
What is the offer?
What is the product?
Remember, you do have manyproducts.
It's not chiropractic, it'sgoing to be the solution.
What is the offer?
What is the product?
Remember, you do have manyproducts.
It's not chiropractic, it's notthe adjustment.
(10:13):
That's one thing.
That's what you do.
You have so many differentoffers that you help with.
If you just go through symptombase, you got thousands of
things to choose from.
Choose the ones, yes, that youenjoy working with, but choose
the most popular ones thatpeople have as well.
The biggest condition headaches, migraines, low back pain,
sciatica, pinched nerve, nervepain, neuropathy.
(10:36):
These are the top ones thatpeople want, are looking for
solutions day in and day out.
They're the top ranked Googlehealth conditions as well, that
people are just looking forsolutions to, and your
competition is everyone thatpops up the Mayo Clinic, the
Cleveland Clinics, the WebMD,everything that pops up before
you.
You don't even pop up in thefirst seven pages of Google when
(10:58):
people put in neuropathy orsciatica pain, or it's all going
to be all the research done bymajor medical universities
showing what sciatica is andwhat the solutions are.
They're going to be medicalsolutions.
You can't compete with that.
You're just not going to.
So what you got to do is theonly way to compete is when
somebody says sciatica,chiropractor, they're
specifically looking for achiropractor.
(11:19):
Then now you're competing justbecause you have a website
that's ranked on Google.
There's not much you can do orneed to do for that.
That's a different podcast.
We've done those before aboutkeywords.
So, on Facebook, what is it thatstops people?
It's those videos of like.
We see them all the time.
I absolutely hate them as achiropractor, just as much as
(11:39):
you.
It's usually some creepy dude,some greased up beard and has a
woman with either no bra orplastic surgery and just looks
weird.
And they're adjusting them forthe scroll stop on YouTube
shorts, instagram reels andFacebook.
It's the scroll stop.
As a dude, guilty, I stop and Iwatch for the adjustment, of
(12:02):
course, but that's what catchespeople on there in that moment
and you get tons of views.
Don't compare your ads to thoseads.
Those are scroll stoppers,those are reels.
That doesn't really matter.
And the comments.
Go through the comments.
They're hilarious.
That's not going to create morenew patients for you, right?
It's just not going to do it.
So showing what you do in theoffice is going to create more
(12:25):
patients, like your system,usually the treatment.
What to expect?
It takes away fear from theperspective.
Lead of like.
What am I getting myself intoIf I do sign up for this?
Is it a hole in the wall?
Am I going to get mugged.
Um, what's the procedure looklike?
Are they going to crack my neck?
You know I've heard things aboutchiropractic and you're not in
your videos.
You know, thoracic adjustmentactivated, whatever it is your
(12:46):
protocol, just really quick, 10second video, nothing crazy,
that just goes through it.
Or maybe the device you'regoing to use, the soft wave, the
shock wave, the uh, neuropulse,the, uh, whatever activators,
the, the TRT gun, whatever it isthat you're using, a class four
laser, cool stuff.
These are all videos thatpeople stop and say, oh, what's
that?
That's different.
I've been to physical therapybefore.
(13:08):
They never did that right.
Whatever that you that's theemotional response that you're
going to get from these videosMake sense.
So just just do your thing andthe people who are going to stop
are the ones that you want towork with.
The people who scroll by areprobably not.
They're not interested at thetime.
Okay, spinal decompressionfirst session for $99, includes
consultation and exam.
(13:28):
They're like oh, everythinggets started for just blank.
The discount offers.
As much as you hate them, ispretty much how marketing works.
If you act now, you get thisprice.
That's the most emotionalresponse from a psychological
perspective in marketing thatyou can get is like oh, discount
, limited time offer, I'm goingto sign up for it If something
(13:49):
pops up from Delta or United andand they're like right now
flights to Honolulu for 50% off,and they don't tell you from
where, and you end up.
I mean, if you're anything likeme, you click, you're like hang
on, hang on a second, I can getto Honolulu for 300 bucks.
You look at it and then theyget you.
You go through there and youlook from your hometown and
(14:10):
they're $847.
So you realize that that wasfor maybe a one route that they
didn't actually tell you wasactually out of Albuquerque, new
Mexico, through LA to Honoluluon these two days in March.
And then you get gimmicked intoit.
But that's the marketing thing.
And then what ends up happeningis you go back to United and
(14:30):
Deltacom later, a month later,and book a different flight for
a different day to a differentdestination, because you need to
go do something else.
And you wonder how marketingworks.
That's how it works.
They've tagged you, they'vecookied you.
Now they have your device andanytime you go for travel
booking, delta and United willpop up because you clicked on
their ad before.
For travel booking, delta andUnited will pop up because you
clicked on their ad before.
(14:50):
That's how you capture peopleand you can do this too.
The more clicks you getwhenever people start searching
for other things, you startgetting into this matrix in the
whole thing.
You start playing the game inyour local area, which is
amazing.
There, too, use eye-catchingvisuals.
Clean pictures, well-lit, justthings that pop on the screen
and look good.
Look at what's being posted onthere.
Right, I mean, it's eitherpersonal photos of people, but
(15:12):
everything business wise is justclean and crisp Pictures that
stop people.
Bright colors, well lit thoseare the best pictures to do.
And videos videos, you don'thave to worry as much because
they're action, they're movement, the lighting and all that
stuff doesn't matter too much.
It's more about what'shappening in the video, their
persuasive benefit.
(15:33):
But you know, benefit focusedcopy.
That ad copy is the key.
So persuasive copy saying hey,do you suffer from this?
Do you experience this?
Is this holding you back?
Something like boom, that'syour hook line, right there.
Then getting into it.
(15:54):
Well, at ABC Chiropractic, wesolve this issue for hundreds of
different people over the yearsby doing this boom, boom, boom,
boom.
The value stack.
Then underneath it, do you wantthe value stack.
Then you can sign up here andget this typically $250 offer
(16:15):
for boom, $99, $47, $21,whatever you guys are doing,
that's it.
And then you get to choose thevalue stack.
You're like man, I really don'twant to take x-rays on people
for $0, or I really do not wantto do an adjustment for people
for $0.
This is ridiculous for $47.
Then you take that out, youvalue stack all the other stuff
(16:35):
you can value stack from thosemovies Wolf on Wall Street and
all those things.
Sell me this pen, sell me thiscrap on a stick.
It's a meme and it goes outthere.
If you watch that clip and thenin other movies as well, and
persuasional books, it's thesame format on there.
(16:57):
It's showing everything aboutthis pen, this pen that is so
much better than just a generalpen.
That's all you're doing.
Is you're saying listen, thecontour, grip the rubber.
Stop on this.
The silver highlight to showyou where to hold the easy click
, smooth click and the best partabout it the rubber.
Stop on this.
The silver highlight to showyou where to hold the easy click
, smooth click and the best partabout it the gel ink that's in
(17:17):
here, that glides unlike anyother ink is the best reason to
have this pen.
It's the same thing with yourconsult and your offer.
It's like, yeah, the offer isthis and this, you get an exam,
you get x-rays, you get.
But in ours go look at our adsit's come on in for a
consultation, examination,chiropractic orthopedic tests,
(17:40):
range of motion analysis,thermal scans, static EMG,
muscle tension scans, heart ratevariability assessment, like it
.
Just, it's just our normal exam.
I'm just listing everythingthat we're doing, the two
orthopedics that I do, listingeverything that we're doing, the
two orthopedics that I do, thescans that I do that take a few
minutes, the x-rays that take afew seconds, it's all added in
(18:00):
there, nothing about achiropractic adjustment, and
then you go through it, so avalue stack or you even throw in
the adjustment in there,whatever.
Maybe you do this whole packagefor 99 bucks, whatever it is,
to get them through the door.
That's it.
Once you get them in the door,now you get a chance to talk to
them as real people.
That's where emotion goesthrough the roof.
That's the emotional thing.
Digital is tough to get theemotion from, so the only
(18:22):
emotional connection you havedigitally is an offer.
That's it.
Don't hate the offer.
Hate the game.
Leverage video content.
One minute intro from thechiropractor explaining the
offer.
That's, you know, 60 secondsseems to be that magic number
for videos.
Uh, patient testimonials abouttheir experience.
Those are great videos.
(18:43):
A walkthrough of the office toshowcase its welcoming
environment.
If you have one, it's okay.
You know, some of us have beenpracticing the same place for 20
years.
Or stuff piled up everywhere.
You don't want to clean it upto shoot a video.
I've heard all the excuses.
I completely understand.
Maybe it's not a walkthrough ofthe office.
Maybe you clean up one room forthe pictures and the
adjustments.
We've all been there.
Use retargeting ads.
(19:04):
We talked about that.
Simplify the landing page,please, if you use.
We talk about landing pages.
Most chiropractors are usingthe contact us page on their
website.
That's horrible.
You're going to lose If you seeyour data on your ads manager
and you look at the ads andyou're like, wow, is this
performing or not?
What's happening?
We're not getting very many newpatients.
(19:24):
Go to the link clicks or uniqueclicks and then see how many
people are clicking on this ador whatever it is, the button
that you've created or whereveryou're sending them to.
If you're getting a lot ofclicks, like you know, 50 cent
clicks.
You're doing really good.
You're getting a lot of clicksfor this and got, you know, 100,
200, 300 clicks and you've beenrunning this ad for two, three
(19:45):
weeks.
Like we talk about the 14 dayrule of running an ad to testing
and you're like, okay, gettinga hundred, something, 200 people
that landed on my landing pageand literally I talked to
doctors and they'll tell me Igot no new patients out of that.
I'm like well, what, where doyou think the problem is?
They're like I don't know.
That's why I'm calling you.
I'm like the landing page.
There's nothing there makingthem the emotional response.
(20:06):
They're literally going to thecontact us page.
They're not looking at thatconsciously, subconsciously,
they're like oh, website,there's nothing there to show
them exactly what was from onthe ad.
So you need to create customlanding pages.
Talk to your website developersfor to say, hey, listen, I'm
running the spinal decompfacebook ad.
I really wanted to make it work.
I love the contact us page, the, the form that's on there,
(20:29):
because I get those emailsimmediately and I want that.
Can you create?
And they'll say they're likewe'll create a landing page for
you with a separate URL orsubdomain.
Maybe you put adecompressionabcchiropracticcom.
That's your subdomain and thenthat one is being used as a
separate landing page and now itlooks the same.
At the very top it's got thesame ad copy or the same video
(20:52):
or the same look as your adsaying offer big on there on the
side fill in your form to bookan appointment.
You're going to see a hugeincrease in capturing data from
there, from 200 clicks and nonew patients to 200 clicks over
the next two weeks to 30 form or25, you know people signing up
(21:12):
and then you calling or tryingto hunt them down and getting
you know 10 15 new patients fromthat.
That's, that's the cool partabout that.
So using your website people asleverage and delegating to them
to create good landing pagesfor you is gonna be way easier
than you trying to do.
This make sense.
So that's the trick with theselanding pages.
(21:33):
Otherwise, use the Facebookform and capture as much data as
you can so that you can emailand call them.
That's the best way.
So if that hasn't been working,I usually default people
towards the form so that theycan capture more data.
The more data that they have,the better it is.
So the doc that had all thoseclicks with no data.
He had a data issue.
No one was giving them theirinformation.
We solved it by switching to aform, because now he's got the
(21:55):
data.
So test and refine.
You don't need to do the oldschool AB testing anymore, but
just retest.
You know, got back pain versus$49 special as the hook line at
the very top, or maybe theheadline suffering from back
pain, or, you know, $49 chirospecial, whatever.
Test those test images versusvideos.
(22:16):
So the nice thing is, when youcreate a new campaign and you
created the ad, your ad set isall done with the targeting and
then under ads, you can createone, two, three, four, five, six
images.
We actually recommend not doingmore than four.
I think the rule is six, butdon't do more than four or five
at that.
So compare two pictures inthree videos or four pictures in
(22:37):
one video, whatever you want,and then Facebook will feed,
shoot that off for the exactsame ad spend that you set in
the ad set prior.
So for 20 bucks a day or 40bucks a day, you can shoot up
five images rather than one.
Our red light people that we'veused in the past, the digital
agencies will put out like 14pictures which you know, and
then they'll shoot out and, ofcourse, the top three are the
(22:58):
ones that you know get the mostviews.
But there's it looks likethere's 14 pictures going out.
What Facebook will do is, oncepeople start seeing the ad two,
three, four times, they'll startshowing them different pictures
automatically.
So you don't have to thinkabout it.
Good, that's a jam-packedpodcast this week of things to
think about with that and, ofcourse, you need help.
(23:19):
This is what I do Currently.
I'm juggling probably max loadof clients that I like to.
I like to focus on the clientsat a time, so I don't take a lot
.
I'm not like a digital agencythat will just keep onboarding
people because they cookiecutter everything.
We really dive into yourpractice one-on-one.
I pretty much immerse myself inthere.
I get way too emotional.
I get way too into yourpractice, because your success
(23:40):
is my success.
I want to see you grow.
Digital agencies don't care.
They're on to the next.
If you quit with them, they'rejust like, okay, we'll find a
new client.
I'm not like that.
So we want to get in there, wewant you to learn, we want you
to grow.
So if you need help, reach out.
If I can't help you, I'll referyou to good digital marketers.
There's a lot of them out there, so that's great as well.
But if you have questionsthat's what I love Just reach
out to me.
Info at EnricoDcom I love theemails.
(24:02):
If you got my texts there, yougo Text me anytime there.
Super happy to help.
All you Keep doing what you'redoing Serve people.
The world needs us.
You've heard this through yourentire career.
They truly do need chiropractor.
They need you.
So this is why we do what we do.
(24:23):
This is why we get into allthis crazy stuff and keep up
with AI.
And keep up with 2025 is toserve more people and I hope
you're on that mission as well.
But keep doing it.
Thank you for what you do.
Keep to your success and allthe best in 2025.
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Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!