Have you noticed that an ad promoting your spinal decompression clinic that was once highly effective has stopped producing results? This is not a rare occurrence. With a little more attention to detail, you can maintain the effectiveness of your ad. In an earlier post, we discussed the essential elements of a good ad for promoting a spinal decompression practice. In this article, we’ll look at 3 common reasons your ads have stopped working. 1. Your Targeting is Off Missing your target audience typically takes two forms: 1) targeting too broadly; and 2) targeting too narrowly. Let’s take a look at each Your Targeting is Too Broad An ad that targets a broad audience may appeal to some initially, but will general lose its appeal over time. The reason is that you are not connecting with specific individuals in the right demographic, with the right physical conditions. You’re not hitting their hot buttons. An ad that is too general will not capture attention and will not motivate people to contact your clinic. An effective ad will target your ideal patient types and gain their attention, connect with their specific medical issues and motivate them to contact you. Your Targeting is Too Narrow An ad that targets a narrow audience may prove effective for a particular condition and a particular patient type, but omits others with different needs, leading to lost opportunities. While narrow targeting may be useful short-term to attract a specific patient type, it quickly loses its effectiveness over time. Try to find the balance of targeting with a precision that includes your most productive patients while taking care not to over generalize. 2. You’re Overselling If we’ve said this once, we’ve said it a thousand times, and we’ll continue to say it again, “Stop Selling!” Today’s market is saturated with multiple media channels and countless salespeople hawking their wares and services. People simply tune the hype out. When you educate (provide facts about patient conditions and about your practice), substantiate (provide respected and authoritative proof sources) and demonstrate (present testimonials from patients with similar conditions), you separate yourself from the pushy sales crowd and rise above the noise. 3. Your Not Collecting and Analyzing Data Productive advertising requires the consistent collection and analysis of information. Start with a description of your ideal patients. What does your ideal patient look like in terms of age, geography, income, etc.? How did they hear about you? What prompted them to contact you? This information will help you avoid targeting mistakes and enable you to communicate a message that resonates with your audience. Has the economy, a new competitor or other factor changed the market? The world isn’t static; you have to understand and keep up with the trends. When is the last time you evaluated your ads? Maximize your return on investment using marketing tools already proven and tested here.