The Power Of Newspaper Advertising – And How To Use It To Get Instant Expert (…And Celebrity) Status.

by · 31st July 2015

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“I even got asked to sign
one of the free reports”.

That’s what one ecstatic PT Owner (from Lehigh Valley, PA) told me yesterday during a coaching call we had together.

See, just the day before, we’d ran his first lead generation style promotion, in a local newspaper.

Now I know what you’re thinking:

“Do people still actually
read the newspapers”?

Or,

“That’s a dying industry – I
wouldn’t advertise in their if
I were you”

(…as one *online* only marketer told a client of mine recently!).

My reply to both??

“What, are you kidding me?…

So lets talk about it…

And analyze what’s REALLY going on here.

First up, when someone says “no one reads the newspapers any more”, what they’re really saying is “I don’t”.

And that’s a HUGE mistake a lot of business owners make.

That they assume they how they think and act, is the same as their ideal patients.

Na-da.

People aged 55+ still read newspapers.

It’s a life long habit.

Always will be, no matter how many “fancy-schmancey” new tablets come along and despite the fact that “twitter” reveals the news before it’s even happened – people still TRUST the words they read in a newspaper.

And another thing with newspapers.

People who read them, often read every page.

Analyzing, every word.

Which means you’ve got their attention.

And if you’ve got their attention, you’ve got a chance of your message being read.

Contrast that with what’s happening online these days where an advert in a Facebook news feed is skimmed over in half a second, then it’s easy to begin to understand why newspapers WORK for advertising a solution to back pain.

Another-another thing:

There’s a huge level of TRUST when you’re in the newspapers.

Immediate EXPERT (almost celebrity!) status is granted.

And can even have the people who read it thinking that YOU, yes YOU, are the nations leading back pain expert – if you want them too.

(Hence how my client is now singing free reports before his secretary sends them all out!).

And as more people convince each other that the newspaper is a “dying industry”, the ads are getting cheaper and cheaper to run.

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Lets re-cap all that:

We’ve got an ideal target market (55+)

Attention.

Trust.

Authority, credibility and perceived expert status.

And, a low cost way of advertising.

The upshot of all this combined?

An increased likelihood of enquiries at your clinic.

And that’s precisely what just happened in Lehigh Valley yesterday.

14 calls and counting from people with back pain, from a newspaper that no one reads (apparently).

Go figure.

Anyhoo.

The moral of todays lesson?

1.) Resist the temptation to think that your patients think like you do.

2.) Stop listening to people who talk crap about Media that they have no idea about – or worse, have a vested interest in selling you on something that they stand to profit from you knowing more about.

3.) And finally, if you want to become the “go-to” specialist in your small town, all that stands in your way is the decision to write some words on paper – which you then ask the newspaper to print on your behalf.

Want some help to get them in the right order?

If so, go here next:

– Investigate Your Best Chance Of Marketing Success! >

Fill out the form, and I’ll talk to you on the phone, one day this week.

Have a great weekend.

Sincerely,

Paul Gough.

P.S Note to physical therapist looking for Marketing Ideas.

Sign up to Pauls email list and get Marketing ideas and strategies for your PT clinic sent to you by email:

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About Paul Gough

PAUL GOUGH is one of the top Marketing and Business Coaches in the physical therapy industry and his Systems are helping clinic owners all across America run more profitable clinics. He is a published Author, Newspaper Columnist and before his stunning success in business was hired by top professional soccer teams. HIS SUCCESS STORY is one that inspires many pt's around the world - at the age of 26 Paul QUIT a high profile job in professional soccer to begin his own clinic. He had NO money, NO business or marketing skills and NO experience - and yet now owns and runs 4 pt clinics and has a proven track record of growing a physical therapy business from 0 - $2m in record time.
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