A commercial for a chiropractor being voiced by a mom whose children had great results from his care prompts me to remark out loud every time it airs. Here is the audio script for the commercial:
“My girls and I love having routine chiropractic care that is keeping us healthy. And I love to bring them to a place I can trust. A chiropractor can help kids with a lot of chronic conditions from ADHD to asthma to autism to colic to ear infections.
“Don’t forget about mom or dad. They offer care for the entire family. But don’t wait. Prepare now for your children’s best school year yet.
“If you’ve tried everything else, mom-to-mom, try mychildrenschiropractic.com for your kids.”
After reading that, what do you think gets my attention?
Actually two parts of the commercial irk me. The worst one is “If you’ve tried everything else.” What? Really? Seriously? This chiropractor is the last resort? His message is to try everything else and, when you have exhausted it all, then call him. With this commercial, he positions his care as last.
Having worked with chiropractors, I understand what’s behind his message. He is addressing the fact that many people don’t consider chiropractic care. This is particularly true for children. Chiropractic adjustments are very helpful for chronic conditions that affect children, but parents do not realize that chiropractic care has proven very effective for these situations.
In an attempt to educate parents, the chiropractor used a mom who recently tried chiropractic care for her daughter for the first time and was surprised by the results. The thought behind the commercial was to use the mom’s experience to get the attention of other parents. That was a good idea. Using the line “If you’ve tried everything else” was not. A much better approach would have been to have the mom say that she hadn’t known about chiropractic care. After seeing its effectiveness, she wished she taken her daughter for chiropractic care sooner. She could have ended by advising viewers to “From mom-to-mom, take your child for chiropractic care.”
I strongly recommend to avoid using the word “don’t” in your messages. People tend not to hear the negative word; they only hear the advice. A message that says “Don’t forget” encourages people to forget. One that says “Don’t wait” prompts delay. Instead of a double negative such as “Don’t forget,” use a positive word such as “Remember.” Rather than “Don’t wait,” just give the positive instruction of “Make an appointment today.”
Be careful with the wording in your messages so that you position your business correctly with recipients. Tell them what to do with positive words.
This week's marketing trivia challenge is What example of putting a business last have you encountered? E-mail me your answer.
“My girls and I love having routine chiropractic care that is keeping us healthy. And I love to bring them to a place I can trust. A chiropractor can help kids with a lot of chronic conditions from ADHD to asthma to autism to colic to ear infections.
“Don’t forget about mom or dad. They offer care for the entire family. But don’t wait. Prepare now for your children’s best school year yet.
“If you’ve tried everything else, mom-to-mom, try mychildrenschiropractic.com for your kids.”
After reading that, what do you think gets my attention?
Actually two parts of the commercial irk me. The worst one is “If you’ve tried everything else.” What? Really? Seriously? This chiropractor is the last resort? His message is to try everything else and, when you have exhausted it all, then call him. With this commercial, he positions his care as last.
Having worked with chiropractors, I understand what’s behind his message. He is addressing the fact that many people don’t consider chiropractic care. This is particularly true for children. Chiropractic adjustments are very helpful for chronic conditions that affect children, but parents do not realize that chiropractic care has proven very effective for these situations.
In an attempt to educate parents, the chiropractor used a mom who recently tried chiropractic care for her daughter for the first time and was surprised by the results. The thought behind the commercial was to use the mom’s experience to get the attention of other parents. That was a good idea. Using the line “If you’ve tried everything else” was not. A much better approach would have been to have the mom say that she hadn’t known about chiropractic care. After seeing its effectiveness, she wished she taken her daughter for chiropractic care sooner. She could have ended by advising viewers to “From mom-to-mom, take your child for chiropractic care.”
I strongly recommend to avoid using the word “don’t” in your messages. People tend not to hear the negative word; they only hear the advice. A message that says “Don’t forget” encourages people to forget. One that says “Don’t wait” prompts delay. Instead of a double negative such as “Don’t forget,” use a positive word such as “Remember.” Rather than “Don’t wait,” just give the positive instruction of “Make an appointment today.”
Be careful with the wording in your messages so that you position your business correctly with recipients. Tell them what to do with positive words.
This week's marketing trivia challenge is What example of putting a business last have you encountered? E-mail me your answer.
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