The Four Rules To Creating Any Marketing/Advertising Material That Is Powerful and Effective

February 27, 2012 by  Filed under: Marketing 

With any marketing piece, advertisement, brochure or newsletter that you are either going to send to your patients or use directly in your clinic you need to make sure that it obeys these four simple laws of marketing:

1. It captivates their attention with an amazing headline. Everything you get, every letter you look at it, every paper you read, it is always the first thing you do – you look at the headline. You look to see if it is junk and should be trashed or to see if it grabs your attention and makes you want to carry on reading to find out more and you only have a matter of seconds… seconds for the headline to draw your prospect into finding out more!

2. The next thing your piece needs to do to keep your reader’s attention and studies have shown the best way to do this is by stimulating their imagination. People buy with their hearts and then justify their purchase with their minds and the single best way to stimulate their mind and increase their desire is through the use of metaphors and similes. Similes and metaphors attach something emotionally powerful to an otherwise mundane and possibly insignificant subject – and it engages the five “P”s of buying. It makes the reader pause to picture and ponder and once they start to process what they are reading they are more than likely hooked and likely to purchase.

When used creatively similes and metaphors can colour your writing… they add spice, they add emotion, they add feeling – they make it exciting and captivating!

3. Use different styles of fonts, bullet points and pictures with captions to break up the page and keep the reader’s attention. Not everyone will read something word for word and often they will just jump to high-lighted passages in order to catch the main drift of a piece before deciding if it is worth reading totally. Therefore you need to make sure you have some of these different styles in every piece you use.

4. Make sure you always have a deadline or some other form of scarcity in your advertising. This can be something along the lines that patients have to attend by a given date for the promotion, screening or gift (or whatever you are offering) or the promotion is only available to the first 15 patients (and again you get to pick the number) who take you up on your amazing deal.

During your promotion make sure you keep advertising it regularly with different fliers or hand-outs. Don’t just put up posters and hand out fliers and then forget about the event / promotion – it is called a promotion because it needs promoting! However, repeating the same message becomes stale, boring and it soon becomes unnoticeable but with just a slight variation it will keep your message fresh and always at the front of everyone’s attention. Remember – repetition is the key to any good marketing message!

So, there you have it – four incredibly easy rules that if followed will increased the impact and the uptake of any marketing piece – simply follow those four rules and you won’t go far wrong!

W.J. Simmons has been involved in complementary health for over 25 years as both practitioner and lecturer. During this time he noticed that there was a wide discrepancy between how successful individual clinics were – a difference which had little to do with the skill of the practitioner.

Learning from these successful practitioners allowed him to develop a unique system of easy to implement, ethical ideas for practice growth – a system now available as the Exponential Practice Growth programme from

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