Friend & Subscriber,
Whenever someone opens the yellow pages, there are two
things you can count on:
||That person is
ready to buy.
||That person is
undecided as to which establishment he should
O.K., let's suppose you are a chiropractor. Here in
L.A., when I look under "chiropractors" I find there
are 34 different listings. And, out of those 34, 12 of those
doctors have gone to the additional expense of taking out a
display ad. Their ads vary in size. The smallest one is 1-7/8
by 2 inches and the largest is 8 by 5 inches. Now, before I go
on, I want you to go ahead and look at (and read) those 7 ads
which I have reproduced.
Alright, you tell me... is there anything in any
of those ads that would make you 400% more likely to go to one
of those chiropractors instead of all the others?
I don't think so, either. And remember, these are the
doctors who have paid extra for a display ad. The other
doctors (the ones who are merely listed and don't have
an ad) are even worse off. All they can hope for is their
office happens to be geographically closer to whomever is
"letting his fingers do the walking" than the other
Not good enough. Let's see if we can do better. First,
there is something you should remember...
Research Has Proven
People Are 5-Times
More Likely To Read
What Is (Or Appears To Be)
Editorial Matter Than
That Which Is Obviously
And, here is something else for you to remember...
In The Yellow Pages
They Are Looking For
In other words, when a person looks under
"chiropractor", he's not only looking for a
convenient doctor of chiropractic, he's also looking
for a cure for his back pain, his migraine headaches, or
whatever. So, let's say our relief seeker, when he gets to the
section on chiropractors, not only sees all those
"look-alike" ads, he also sees an
"editorial" message with a headline something like
Any Chiropractor Until
You Read This Announcement!
Or perhaps, like this:
|DOES YOUR BACK HURT?
Read This Before You
Make A Mistake And
Choose The Wrong Doctor!
ARE YOU IN PAIN? If So,
Call (000) 000-0000 And Listen
To An Amazing Free Recorded Message
That Reveals An Amazing Way
To Stop Hurting Fast!
There is one thing common about all these headlines and
Now, the copy underneath those headlines must
deliver on the promise in the headline. It should inform,
educate, and then finally, give a compelling reason why the
reader should choose the chiropractor who has written this
"announcement" instead of all the others. And... not
only is the message important... the format or the
"look" of the message/ad can be crucial.
And, how should it look? The answer to that one is
Should Look Like
A Hot News Story
Taken Right Out A Newspaper!
ANY CHIROPRACTOR UNTIL
YOU READ THIS!
Did you know not all chiropractors
are the same?
Yes, it's true. Some chiro- practors only
understand the Palmer method of spinal adjustment. While
others, who are more enlightened, understand not only
the Palmer method, but also, many new techniques that
give a more rapid and complete relief to pain.
Do you hurt anywhere? Do you have a chronic back
problem or a recurrent, nagging headache? If so, you
should visit a chiro-practor who uses the new painless
"accupressure without needles" mode of
Why? The answer is simple.
You see, this new technology can be
used on your very first
visit to reduce your back pain (or headache) pain by
375% in just 15-minutes!
That's the good news. The bad news is that there
are only three chiropractors in California who use this
new method of eliminating pain and there is only one
here in Los Angeles.
So, if you need fast help, you should call
(000) 000-0000 and make an appoint-ment with Dr. R.J.
Layton who is (so)
the only doctor in L.A. using this new "stop
By the way, the first visit is free.
of like this:
Now listen: I
just made that up. I really don't know much about
chiropractic. But, that's not the point. The idea is to get
you thinking about what kind of "news release"
you can write which will give you the edge on your
Remember these points: (1) Offer news; (2) Offer a
solution; and (3) If possible, offer something free.
Most Of All, Don't
Forget To Have Your
"News Release" Typeset
So It Looks Like "News"
And Not Like An Ad!
Remember all those ads from the phone book I showed
you? Well, let me show you how much more eye-catching our
"news release" is when it's set among these other
"ordinary" ads. Look at the second page of ads I
have reproduced with the ad done the way I say to do it.
Really stands out, doesn't it?