“Nothing Can Stop A Trane”… That’s what I read this morning on
of a big white truck, as I was pulling out of the health club parking
“What the heck does that mean”, I thought to myself. “What are
selling?” Luckily, I was able to catch a glimpse of the company
on the side of truck… “Tod’s Air Conditioning”
As the truck pulled out in front of me, I sat there for a few minutes
thinking, “Hmmmm, maybe Trane is the type of air conditioner they
Maybe it’s the certification company behind their staff. Maybe it’s
tools or machine they use to fix people’s air conditioner. Or, maybe
the name of their parent company or something.” It wasn’t until
later that I found out what they meant by “Trane”, when… like the
computer nerd I am… I went online and Google’d it.
Fact of the matter is, how many people who see that truck, do you
actually take the time to find out what their tagline means by going
and doing some research? What do you think… uhhh…. maybe…
the exception of the token person like me who has an insane
So, what’s that mean exactly to the company with the tagline?
unless someone’s an air conditioning insider, they’re not going to
clue what that tagline is supposed to mean to them, so the
earned advertising dollars are completely wasted.
It’s a mistake soooo many companies and professionals make in
marketing, chiropractors included. They make the mistake of trying
cute in their chiropractic marketing instead of trying to be
Rule #1 with your chiropractic marketing: It’s better to be
benefit-driven than it is just to be cute simply for cuteness sake.
Personally, I think this idea of crafting a memorable tagline has it’s
roots in the brand advertising approach of many of the Fortune
Therapists see the way lots of big companies have these neat little
taglines, and they follow in their footsteps with the creation of a
similar-style tagline for their practice.
Unfortunately, what most chiropractors don’t understand is that
Fortune 500 companies have a different aim and objective with
advertising than that of the typical chiropractor.
While the average chiropractor wants a response from their
marketing (i.e. new patients), the big companies are using these
in their advertising, NOT because they want response, but
after brand recognition.
Funny thing is, most of the time, marketing research shows that
we remember lots of taglines, we don’t always remember the
company who it
belongs to. Not only that, but, in many marketing studies, results
that even on the occasion that we do remember the company the
belongs to, we don’t necessairly purchase any of their products or
services, and certainly not MORE products or services because of
So, when using a cute, memorable tagline, companies may get
“recognition”, but they don’t necessarily generate additional
sales. Meanwhile, that’s the entire point of your chiropractic
to get new patients. Period.
Everything you include in your chiropractic marketing, should
response you’re aiming for (i.e. generate you more leads, more
chiropractic patients, more referrals, etc.). So, how do you do that
your tagline, if you’re using one?
Well, for one, don’t try to come up with a tagline that people will
remember. Instead, come up with a tagline for your practice that
big promise and desired benefit to your target market. In other
you’re going to use a tagline, use a tagline that states the big
benefit prospective patients are going to get with you that they
any other chiropractor.
Give prospective patients a powerful reason, in your tagline, to
your chiropractic practice for their care. Be crystal clear in what
patients get with you that they don’t elsewhere.
When in doubt, say it like it is. Again, it’s always better to be clear
concise, than it is to try and be cute, and lose the clarity of your
chiropractic marketing message. Always remember, your goal when
tagline is to make chiropractic WITH YOU more enticing, more
more beneficial, and more unique.
Returning, quickly, to our earlier example, here are three ways the
conditioning company could have improved significantly on their
Stops A Trane” tagline:
“The Only Air Conditioning Unit You Never Have To Worry About”
Conditioning Unit Designed To Continually Give You Cool Air While
Conserving Your Home’s Energy!”
“The Only Air Conditioning Unit From One Of Fortune Magazines
List Of Most
Admired Companies” Now, think about how you can improve on
chiropractic practice’s tagline.