If you have a look at the screenshot underneath this paragraph, you’ll notice 7 chiropractic business listings below the “sponsored links” section with a local map of the area to the right. I keyed-in “Los Angeles Chiropractor” so you could see the example.  The results that surface are prime internet real estate opportunities for massive exposure if you know how to strategically position yourself correctly make other potential New Patients / clients choose you.

So, how can you get a top ranking on this Google maps section? Based on quite a bit of research and extensive observation, the consistent pattern that presents itself for doctors and professionals that rank high on the listings are the following:

1. Having Multiple Reviews – Let me just say that these should be from real customers. You can never have too many reviews so focus on getting 1 per day from previous, happy patients / clients. You want to have a grossly disproportionate amount of reviews compared to your local competition. That means if the other guy has 5, you want to have 50! This alone will create massive social proof in your potential customers eyes.

It’s in your best interest not to fake the reviews either as that can be detected fast. If you’ve ever purchased a book on Amazon.com, what’s the first thing you do? YOU LOOK AT THE REVIEWS! Regular people searching online looking for chiropractors and other professionals do the same exact thing. It’s no secret people trust businesses / products with tons of 4-5 star reviews so go get-em!

2. Adding Photos and Videos – You’ll want to incorporate as many photos / YouTube videos as you are able to along with making sure you’re company logo is included. Have photos from the office and maybe a couple from personal travels to show you’re more than just a doctor / professional. Your videos can offer simple health tips that onlookers can implement today to better their quality of life.

3. Incorporate Keywords in the Business Description – Google provides a special section where you’re able to describe what your company offers so choose your wording wisely, as this is used to place you in the appropriate search categories as internet users surf online.

4. Incorporate Keywords in the Business Name – I don’t recommend changing your business name, but if your keywords are in the extended business name or LLC, definitely make sure this is the company name in which you register the profile. Keywords are very important, as the same point I just mentioned from #3 applies here, too.

5. Add a Company Coupon – In case you were unaware, Google allows printable coupons you can upload to your business listing. Provide an overwhelming amount of value and make the offer for a limited time so the potential customer will feel more compelled to act.

6. Build back-links to the listing – Create a link from your website homepage, your videos, articles, online forums, blogs or press releases to this Google business listing. It will give it more “juice” and push it higher and higher in the online maps rankings.

If you do exactly what I’m mentioning to you above, your Google Local Business listing will have the best chance at attaining a top 10 ranking, many times snatching the #1 spot from your local competitor. Not to mention it’s going to build rapid social proof and credibility once people in the community begin to see you at the top with boatloads of great reviews!

Go ahead and leave a comment below and tell me what you thought about this post!

- Matt

Related Blog Posts

How to “Out-Cool” your Chiropractic Marketing Competition

Magic Words That Bring You New Patients And Money

Why Video Trumps Other Internet Marketing Mediums

What Makes You The Authority?

Webster defines authority as: power to influence or command thought, opinion, or behavior. Why is this? Because most of us our taught from an early age to respect and obey authority.

So, if you can become the recognized authority in your field, you have more influence over your patients and prospects. Which means more people accepting care, more people sticking with their wellness plans, more referrals, increased PVA, etc.

The question then is what are some ways you can become known as the authority?

1. Get Into The Spotlight

Become a local celebrity (without the red carpet and paparazzi). Let’s face it, people today get a little goofy around someone “famous,” even on the local level. If you can become recognizable in your community, that will build authority.

2. Quality Endorsements

If you are not a local celebrity, get endorsed by one. In other words, borrow their authority. When a prospective patient see’s you with or being personally recommended by someone they look up to and respect, that emotion transfers to you. This is seen in advertising often and can be very powerful.

3. Publicity: Radio, TV and Print

This is another powerful way to build authority. Television and radio producers are constantly looking for quality content for their listeners and viewers. If you can get on these programs with something to offer (quality content), you can gain huge amounts of credibility. This is also true with newspapers and magazines. Publicity can help you generate tons of quality new patients for your practice. With traditional advertising, people know that you paid for the marketing spot, but with publicity, you gain (or borrow) the authority of the medium in which you were interviewed. (i.e. newspaper, television and/or radio station, and magazine)

4. Write a Book

Have you ever noticed that the word “authority” begins with the word “author?”

There is no doubt that becoming an author is one of the best ways to gain authority. If you truly want to set yourself up as the recognized expert in your local market, write a book. With technology today, becoming an author is easier than ever, and it’s incredibly affordable too (*if* you know what you are doing.)

If you write a book, all of the above become easier. It’s easy to get free publicity when you are an author… which helps put you in the spotlight. And you can get quality endorsements to write a blurb on the back of your book… which all builds your authority.

With the right tools and a little planning, positioning yourself as the authority in your market can be easy (and lead to many more new patients!)

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Want to learn the fastest, easiest and most affordable way to write a book? Click Here to learn more about how to literally become an authority figure overnight by having your own book!

Words are a powerful tool in any chiropractor’s marketing arsenal. Whether you’re running an ad in the newspaper, creating a landing page for your website, or writing an email to patients, there are certain words that will drastically increase response. The purpose of most marketing you do is to bring in more new patients. And to do that effectively, you’ll need to use the 6 components of a good marketing letter.

#1. The Headline.

A headline is the “Ad for the ad”. Marketing guru Dan Kennedy calls it the “most valuable real estate” on your website. If your headline is good, people will keep reading. If it’s terrible, visitors will hit the back button and look for another website. Here are the keys to writing a good headline. (You shouldn’t use all of them every time, but try to use as many as possible.)

• - Build curiosity
• - Offer hope
• - Use a provocative statement
• - Makes “news”
• - Appeal to the emotions
• - Calls out to a specific target patient (by using a problem they are suffering with)
• - Uses specifics
• - Needs to answer: so what, who cares, what’s in it for me

Thankfully, there are winning headline templates that have been tested over the years.

We can use these templates easily for our own chiropractic purposes. Let’s look at a few…

-How To/How You. Example: “How To Get Rid Of Your Back Pain Once And For All” – this is a great headline, as it makes news, builds curiosity, and offers hope.

-Story—How <crazy thing> <lead to outcome they want>. Example: “How A Near Deadly Car Accident Fixed My Headaches” – you would then go on to talk about how the accident lead you to chiropractic, which fixed your headaches that you had been having since childhood. This could be used as a testimonial type headline too, from a patient you have had.

-Without Pain–<Benefit> Without <Pain/Hassle/What they don’t want>. Ex: “Get Rid Of Sciatic Pain without Dangerous Drugs and Harmful Surgery!”

-If…Then—If you are <type of person/benefit looking for> then <benefit>. Ex: “If You Are Suffering From Fibromyalgia, Then You Must Read This!”

Authority Headline—When <expert has problem>-This is What They Do. Ex. “When Doctors Hurt, This Is What They Do”.

Who Else…Who Else Want <Benefits>? Ex. “Who Else Wants To Play Golf Without Back Pain?”

# Reasons Why—Here are <# reasons> why you should <do/buy/try something>. Ex: “Here are 7 Reasons Why You Should See Dr. Smith This Week”

Discover—Discover, Scientists Discover Amazing. Ex. “Discover the New Sciatic Treatment”

Which—Which of These <Options Do You Want>? or Which of These <Pains/conditions you suffer from>?

#2. The Opening

The opening is what comes after the headline. This is where you can really pique the

interest of your reader and transition them into a compelling offer. Here are a few ways to

open your copy:

· Use a question – Have you been suffering with headaches for years?

· Preview – I’m about to show you 7 ways to live a healthier life.

· Expand on the headline – Never before has there been a safer, easier way to get rid

of sciatic pain.

· If…then – If you are suffering from fibromyalgia, this webpage could be the most

important thing you read all year.

· Short and curiosity provoking – Yes, you really can…, or “Let’s face it…”

· My name is – My name is Dr. Michael Beck. I’m a chiropractor.

· I’m so excited – I’m excited about something very important, and I wanted to share

it with you immediately.

· I have a problem – It was a mistake. Somebody in my office goofed and ordered

the wrong amount of x-ray film. (This one would be good in an email to your list of

prospects that haven’t come in yet.)

· Story – It was a beautiful late summer afternoon, 3 years ago, when my

excruciating back pain finally went away.

#3. The Offer

The offer is where you explain what you are going to give the patient at a certain price. In most cases, the higher the cost the better the quality of the patient is going to be. By quality I mean more open to your recommendations, easier to convert to care, and overall a better patient.

For example, if you have a $49 offer for an evaluation you’re going to find a better quality patient than you would if you ran an ad for $15. It may not sound like a big difference (and it’s really not when it comes to healthcare), but it can be to those patients who would waste your time and never start care. If you lower the price to $15, you would get more patients, but you’re going to also notice a lot of just freebie seekers. A general rule is $20 or less, your quality is going to drastically drop.

#4. Proof, Stories, or Testimonials

This one is very important. You need to prove to your visitor or reader that you can do

what it is that you are promising. There are many ways to prove your point, but the most

effective for our purposes are the use of testimonials.

If it’s legal in your state (most states it is), then you should be using testimonials for all

they’re worth.

Where should you put testimonials?

On a landing page, they should be used to prove a point, ie. where an objection might

come up for the reader and at the end of your landing page.

You can and should also use your personal story when applicable. Do you have a story of why you got into chiropractic? Use it in your emails and landing page if you can. Pictures and videos also serve as great proof. We’ll be covering videos in a future lesson. But for now, you can film your patient’s testimonials as a video or have their picture beside them on your webpage.

#5. Call to action

Here’s where many chiropractors drop the ball. They go to great lengths to write an ad or pay someone to do a webpage, even have a compelling offer, but then fall short on the call to action.

This is where you spell it out to them, telling them exactly what to do.

For example, on your website you might say “Fill in the form below to instantly receive access to these back pain relief strategies.” This sounds simple enough, but if you hadn’t put that one line in there, many people would not have followed through and performed the “action” we want them to.

#6. P.S.

A P.S. (post script) is that short sentence or two you find after a person’s signature in a letter. It is commonly said in copywriting circles that many people scroll down to the your P.S. and read it second, after your headline. These can work well in your autoresponder sequences or your broadcast emails. An example that you could use is…

· Spur action now –  “P.S. Remember, due to our busy schedule, there are only 5 spots available this week. Don’t delay – call xxx-xxx-xxxx and speak with Susie today!”

Now you know the basics of writing a good marketing letter. Sure, you can study more advanced material and get even better results, but if you use the above templates you’ll be light years ahead of any other chiropractor in your town.

If you’d like to learn more about copywriting, check out these great books…

Web Copy That Sells by Maria Veloso

Magic Words That Bring You Riches by Ted Nicholas

Advertising Secrets Of The Written Word by Joseph Sugarman

The Ultimate Sales Letter by Dan Kennedy
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Find out more about Dr. Michael Beck and his Ads that work for Chiropractors at http://snurl.com/n7g70