How To Write Effective Adverts And Flyers That Will

Attract Clients To Your Practice Like A Magnet!

WARNING: This guide may cause you to completely re-evaluate how you
promote your practice.
Before we get into the nitty-gritty, what is an EFFECTIVE advert or flyer?
Quite simply, its one that gets a response! And gets you clients!
My goal in this short guide is to give you some hints and tips to make your
communication to your prospective clients as effective and persuasive as
possible.
You will get the most out of this guide if you take action as you read
CONTENTS
SOAP ........................................................... 3
Headlines ..................................................... 5
Benefits ........................................................ 7
Offers............................................................ 8
Summary...................................................... 9
33 Tested Headline Formulas That Work..10

Free Offer..... 11

What Therapists Say About Working With
Pete Dickson.... 12

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SOAP
Soap is a daily part of our lives. Its useful, necessary and we take it for
granted.
To write really effective adverts and flyers, you will also need to use SOAP!
Let me explain
When most therapists sit down to write an advert or flyer they think about their
qualifications, their location, their experience, their rates. In fact, they think
mostly about themselves.
Effective adverts and flyers, however, need to answer the fundamental
question that, most of the time, people are asking themselves. And thats the
question, Whats In It For Me?. In other words, effective adverts and flyers
come from thinking about your prospective client.
Unless your advert or flyer reaches out and addresses an exact and specific
need of a prospective client, more often than not it just wont get read. And an
unread flyer has no chance of being effective!
Which is where SOAP comes in
Clients come to you because they have a problem. So, when you sit down to
write your next advert or flyer, remember that you are the:
Solver Of A Problem.
Your advert or flyer should then communicate, as far as your prospective
client is concerned, how and why you are the best person to solve his or her
particular problem.
Another advantage of using SOAP is that it will enhance your positioning in
your market place by helping to create the perception among your prospects
of you being a specialist and not just a generalist.
And remember, specialists can charge more!
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Action Step: Use the space below to write down all of the different
problems and pains your prospective clients may face that
your skills as a therapist can help them solve.
Dont stop until youve got at least 20.
Done that? Good!
Now, pick just ONE of them. It might be one that you enjoy treating the most
or one that youve got most experience in treating, it doesnt matter. The point
is that we are going to create an advert which communicates precisely to
someone who has that problem or pain, that help is close at hand.
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HEADLINES
We now come to what is, hands down, THE most important part of your
advert or flyer. The headline.
How important? Well, to give you an idea, at least 50% of the time you spend
on a new advert or flyer should be spent on the headline.
Why?
Because if you want your advert or flyer to stand the remotest chance of
getting more than a cursory glance, its headline needs to broadcast clearly,
plainly, directly and persuasively that the reader has something to gain from
continuing to read on.
A powerful headline will speak to the self-interest of your prospect and peek
their curiosity enough to make them want to find out more.
Let me give you an example
Say I have decided to write an advert to communicate I can help people cope
with the death of a pet.
Which headline do you think would prompt a prospect to find out more?
Psychotherapy To Help You Heal
Joe Blogh, MSc PTSTA MPracNLP
or
Has your beloved pet recently died?
Im not saying that you can only ever promote your practice by talking about
solving only one particular problem.
What I am saying is that, to be REALLY effective, any advert or flyer must
only talk about solving one particular problem. You can easily establish
multiple sources of new clients by creating different adverts or flyers to appeal
to people with different problems.
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An easy way to remember it is that any ONE advert or flyer exists solely to
communicate a single, exact MESSAGE to a particular, defined and targeted
MARKET (i.e. people who have a particular problem). The only generic
content should be your name and contact details!
Action Step: Use the attached sheet of proven, tested headline formulae
to help you brainstorm at least 30 (yes, thirty!) headlines for
the problem you selected on page 2. Again, use the space
below.
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BENEFITS
Another thing you can do to improve the effectiveness of your adverts and
flyers is to communicate the benefits your prospective clients can expect to
receive from coming to you to get their problem solved.
Benefits are best communicated in a simple, bulleted list.
It is important you communicate about benefits and not just features, though
its a common mistake. If what youve written does not help a prospective
client answer the question, Whats in it for me?, or makes them say, So
what!, the chances are youve written a feature and not described a benefit.
An easy way to fix this is to add which means to the end of a feature
statement. e.g. Were open until 9pm on Tuesdays and Thursdays WHICH
MEANS you never have to miss an appointment because youre working late.
Action Step: Brainstorm below at least seven distinct benefits a
prospective client will receive from coming to you to get
their problem treated.
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OFFERS
The last tip I shall give you in this guide is to encourage you to incorporate an
offer in all your advertising and promotional material.
In fact, EVERY marketing piece that you have, even your Yellow Pages ad,
should have some type of offer.
Your powerful headline will have captured a prospects attention; and the list
of benefits has told them theyve got a lot to gain from coming to see you.
An offer should make it a no-brainer for them to pick up the phone, visit your
website or email you whatever it is you want your prospect to do.
The offer could be a free visit, a discount, a special programme, a free report
that gives them valuable information, for example.
Quite simply, any advertisement that doesn't make an offer is simply trying to
create a brand or an image in the marketplace and is an absolute waste of
your time and money.
As a side note, the more irresistible you can make the offer, the better the
response will be to your advert or flyer.
Action Step: Brainstorm below at least three offers you could include in
your advert.
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SUMMARY
If you take nothing else away from this guide, I can guarantee you will start to
get better responses to your adverts and flyers if all you do is think about
SOAP and focus your communication to a particular market, or group of
people who have the same problem.
Combine this with powerful headlines, compelling benefits and irresistible
offers and you will create floods of new clients to your practice! Any time you
want more clients, just focus on a different problem and create an effective
advert or flyer.
In a short guide like this, theres an obvious limit to how much can be taught
and taken in! Weve not looked at:
five ways to craft an effective offer;
the ONE thing you should ask your existing clients, to dramatically
improve the response to your marketing literature;
three keys to a successful direct mail campaign;
14 tips to make sure the copy or text in your advert works;
the one thing you can do to every offer that will make it
irresistible;
the four types of marketing, and the only one you should use to
promote your practice.
And thats just for starters, though its probably a bit too much to take in all at
once!
To get you started, included with this guide is a free offer coupon
redeemable against the critique and improvement of any single printed piece;
brochure; flyer; direct-mail piece; advertisement or similar promotional
material. This service normally costs 50.
Dont delay though. Its only valid for 30 days!
Pete Dickson inspires and empowers therapists to create their
dream business. Do you have the practice you deserve?
Visit www.PeteDickson.com to find out more.
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33 Tested Headline Formulas That Work
1

1. Begin your headline with the word "Introducing"
2. Begin your headline with the word "Announcing"
3. Use words that have an announcement quality
4. Begin your headline with the word "New"
5. Begin your headline with the word "Now"
6. Begin your headline with the words "At last"
7. Put a date in your headline
8. Write your headline in a news style
9. Feature the price in the headline
10. Feature reduced price
11. Feature a special merchandising offer
12. Feature an easy-payment plan
13. Feature a free offer
14. Offer information of value
15. Tell a story
16. Begin your headline with the words "How To"
17. Begin your headline with the word "How"
18. Begin your headline with the word "Why"
19. Begin your headline with the word "Which"
20. Begin your headline with the words "Who else"
21. Begin your headline with the word "Wanted."
22. Begin your headline with the word "This"
23. Begin your headline with the word "Because"
24. Begin your headline with the word "If"
25. Begin your headline with the word "Advice"
26. Use a testimonial-style headline
27. Offer the reader a test
28. Use a one-word headline
29. Use a two-word headline
30. Use a three-word headline
31. Warn the reader to delay buying
32. Address your headline to a specific person or group
33. Have your headline ask a question
34. Offer benefits through facts and figures

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1
with reference to Tested Advertising Methods by John Caples, revised by Fred E. Hahn
www.PeteDickson.com
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What Therapists Say About Working With Pete Dickson
Pete gives you a different perspective on marketing your practice.
Sukie Gadhary, Reflexologist
Peter gave me some valuable marketing information and made me really think
about powerful selling techniques.
Elaine ONeill, Aromatherapist
Peter's seminar was thought provoking and stimulating. It gave both myself
and my students a whole new insight into how to market therapies. Without
doubt I will be booking Peter to present to future students. His seminars are
an absolute asset to any therapy course.
Andrea Daly IIHHT ITEC
Complementary Therapy Lecturer
Henley College Coventry
I enjoyed the session and found the headlines we produced very helpful. It
was very informative about the different ways you can advertise yourself. It
was very useful for learning some of the best ways to draw peoples attention
to your advert and attracting the type of client you want.
Angela Freel, Therapist
I left the session feeling positive. It was very helpful and I got some good
ideas. Pete makes you think whats effective in advertising and promoting
yourself.
Sylvia Medforth, Trainee Therapist
Pete was easy to understand, approachable, warm and friendly. There was
good group participation and he gave encouraging feedback. I found the
individual word pointers to advertise the most useful.
Judy Best, Reflexologist

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