Dear Forward-Thinking Acupuncturist,
If you haven’t yet honed your copywriting skills I suggest you start practicing… NOW!
The reason I’m telling you this is because when it comes to acupuncture very few people have really used copywriting effectively.
All they do is put up little signs or ads that scream “50% OFF” and “FREE Visit”.
Unfortunately, these acupuncturists are losing out on a lot of money. You don’t have to give huge Walmart discounts just to get people to book appointments with you.
All you really need to do is write a compelling, heart-felt letter. When you write your copy make sure to focus on writing to one person.
If you start a letter by saying “Dear Friends” you’re telling people that you really aren’t talking to them just to a group of people you want money from. So rather than say “friends” change it to “Dear Friend” … keep it personal and keep it singular.
So tip number one to improve your copywriting is:
Keep it singular and write as if you’re talking to just one person.
Another way to improve your copywriting is to record yourself or whoever is the best at talking to prospects when they walk inside your clinic.
When you finish recording the conversation type it out, word for word. In your letters or ads you want to write in a conversational tone that even an elementary school kid could understand.
Another reason why recording yours or your employee’s conversation is a good ideas is because you’re given the ability to see what objections come up from the prospect. Is it price? Quality? Treatment time?
When you find out what your potential patients are hesitant about you’re able to adjust your marketing and copywriting to answer those questions and get over those objections.
A lot of people, especially in the beginning, make their copy sound to “hype”. Even I did it when I first got started. There’s a time and place to use words and phrases like “ROCK-BOTTOM PRICING” and “100% GUARANTEED — ACT NOW BEFORE IT’S TOO LATE!”
But if you use that in every letter (at least in a screaming voice) all you’re doing is selling your reader. You want to get inside their head, trigger emotions and seduce them to the point that they’re begging to do business with you. Show them you actually give a damn about their health.
BUT DON’T GET ME WRONG — USING PHRASES LIKE THE ONES I MENTIONED REALLY CAN BE EFFECTIVE!
But like I said, there’s a time and place for it. Just make sure you’ve gained your readers’ trust before using any kind of hard core selling language.
Copywriting is the small business owners secret weapon. Everyone should learn at least the basics of writing compelling copy.
Remember you don’t have to be the best at writing copy you just have to be better than your local competitor.
