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Powerful Words for Marketing Your Practice

Wednesday, July 08, 2009
Posted in: Practice Management

by Honora Wolfe (reposted with permission.  Honora’s bio may be found at the end of this post, and she may also be reached through her website at http://www.bluepoppy.com).

There are some words that are more powerful than others in the effective writing of ad copy of any type. Your words need to reflect authenticity, peace of mind, comfort, experience, tradition, and warmth.
First remember that the most powerful words in marketing anything are: YOU, FREE, and GUARANTEE. However, you can only use FREE sparingly and probably GUARANTEE not at all. So, what’s a practitioner to do?
Here are some other words to help you build the above feeling tone into your written promotional materials. For a really thorough list of such words, get a copy of Words That Sell by Richard Bayan.

Authenticity: genuine, pure, true, faithful to, legitimate, has stood the test of time, proven
Comfort: soothing, peaceful, relaxed, a haven of..., serene, friendly
Convenience: fits your schedule, at your convenience, strategically located
Easy: effortless, manageable, accessible
Experienced: professional, authoritative, veteran, qualified, master of..., capable, competence
Honest: Straightforward, integrity, sincere, genuine, reliable, authentic
Indispensable: necessity, invaluable, essential, crucial, urgent, the heart of, vital
Advanced: ultramodern, the latest, innovative, scientific, latest technology, designed for today’s___, a breakthrough in____
Reliable: practical, strong, dependable, laboratory tested, rigorous standards, quality-controlled, no shortcuts, a proven track record, trusted
Results: boosts, performs, accomplishes, fast-acting, delivers, improves, maintains, provides, restores, revitalizes, protects, corrects, compare for yourself, find out for yourself
Security: total privacy, safe, shelters you from, guards you against, puts your mind at ease, rest easy, depend upon, rely upon, you’re in control
Traditional: legendary, historic centuries-old, in the tradition of, the legacy of, timeless, immortal, enduring

So go forth and write scintillating copy that convinces potential patients that your clinic and our medicine is an authentic, reliable, indispensable, time-tested and safe approach to revitalizing their health!

Best wishes!

 -----

Honora Lee Wolfe has been involved in professional health care education since 1976. She helped found the Boulder School of Massage Therapy in Colorado, serving as the school’s director for the first five years of its existence. She then went on to study tui na at the Shanghai College of Traditional Chinese Medicine, completing her acupuncture training in 1988.

Ms. Wolfe has taught at numerous national and regional acupuncture colleges throughout North America and Europe, and has authored or co-authored more than a half-dozen books related to acupuncture and Chinese medicine. She currently maintains a busy practice in Boulder, Colorado which specializes in musculoskeletal and nervous system pain and sports medicine.

Ms. Wolfe currently lives in Boulder, Colo., and is the author of Points for Profit: The Essential Guide to Practice Success for Acupuncturists.  She is also a principal at Blue Poppy Enterprises, Inc.  Check out http://www.bluepoppy.com for more from Honora.  

 

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