"Warning...One Look on My Website’s
Testimonial
Page Will Convince You!"

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Hello doc,
Thanks for the inquiry about KILLER ADS. I hope this helps you...

• Thousands of DC’s in 19 countries have invested in our advertising programs.
• Many doctors have gotten over 50 new patients with one ad, the record is now 202!
• Almost all (very few exceptions) practice consultants now recommend my KILLER ADS package.
• The package presently costs $327 plus $11 shipping in the U.S. ($25 to Canada, $38 to other countries).

Some facts on KILLER ADS;

• My web-site is www.TheKillerAds.com, and you can view testimonials, learn more, and even order online (or call 706-233-9000 and speak with Kellie, or me.)
• All of my ads are copyrighted, registered, and Federally protected by law. Illegal use of them is a Federal offense.
• There are 28 different ads in Killer Ads I.
• The package is made to be complete and as "turn-key" as possible.
• It comes with my book (128 pages, soft cover) entitled "The KILLER AD Phenomenon!"
• The package comes with a Word '97 (or a newer version of Word) CD-Rom with my ad templates (you'd have to change about 25% of any ad to personalize it.)
• The package comes with three instructional audio-CD’s.
• The package comes with many hard-copy ads of mine that can be amended for your office.

WHAT DO THEY LOOK LIKE?

• None of the ads look like "an ad."
• Each ad is between 950-and 1250 words.
• Each ad has an intriguing headline (headline never use the word chiropractic in it...attracts a broader readership).
• Each ad contains a non-professional photo of the doctor and, perhaps a child
.
• Each ad is designed to build rapport with prospective patients.

Your Business Comes Alive With "Killer Ads"
Justine Schuchard

When it comes to promoting a practice, most DCs agree: advertising does not work in chiropractic. Many of you have tried running ads in the past and found yourself thinking that you could have just thrown your money away for the same effect. You ask your mentors about how to promote your practice, and while they rave about referrals, many have little or nothing positive to say about running ads. So you continue to market your practice internally, which is generally effective, but you still feel like you’re missing something. Perhaps that something is a "Killer Ad."

Robert J. Manna, a chiropractor in Rome, Georgia, has researched, developed, and proven an effective way to win new clients through (can you believe it?) ADVERTISING. After researching the expert knowledge of twentieth-century marketing and advertising gurus, Dr. Manna created a print ad that worked so well in his community (45 new patients the first time), he decided to write a how-to book for chiropractors everywhere. His book, "The Killer Ads Phenomenon- Learning The Secrets of Creating Powerful Ads for Your Practice " comes in a complete educational package with three audio CD’s, the ads on CD ROM, and printed examples of his own ads. The book itself is inspiring to read; this author has mastered the art of communicating with his audience. Moreover, the fact that D.C.s across America bring in as many as 202 new patients per Manna-style advertisement proves the effectiveness of this marketing wisdom.

"Killer Ads" is a fun, fast read, filled with stories, anecdotes, and real-world examples. Manna’s premise is that he wants people to read his ads and feel like they know him, like one knows a friend or neighbor. You CAN build great rapport with people through advertising, says Manna. You CAN design an ad that will bring in referral-quality clients who trust you before they even walk through the door, says Manna. In this book, he shows you how to become someone’s unexpected friend through literature. Likewise, once you read his book, you’ll probably want to call up his office and ask for "Dr. Bob"!

Manna acknowledges that many "traditional" chiropractic ads...usually those with a standard professional photograph, straight facts about chiropractic, and the "eight danger signals" --are unsuccessful because, while they are straightforward and may even offer a low introductory price, they do nothing to set that chiropractor apart from the rest. "Most chiropractic ads," he writes humorously, "would best be used to wrap fish."

Manna’s book and tapes teach by example how to write successful ads using the most effective angles: "emotion, rapport, sincerity, and enthusiasm." His philosophy hearkens back to the first years of chiropractic advertising, when D.C.s used poetic testimonials and adages to successfully promote "the miracles of chiropractic, and the scourge of medical care." Manna quotes BJ Palmer, who proclaimed, "Early to bed, early to rise, work like hell, and advertise."

Manna has grasped that which many D.C.s struggle to admit: people fear the unknown, and in this case, the unknown is chiropractic. He addresses many of these patient fears such as:

• The fear that they won’t be helped
• The fear of getting hurt while being adjusted
• The fear that the new doctor may not listen to them
• The fear that there will be "hidden fees"
• The fear of being "ripped off"
• The fear that the new doctor is a "quack"

Manna makes chiropractors aware of these fears and shows you how to address and assuage them for your potential clients. What’s more, Manna shows you how to do this in a friendly, neighborly, positive fashion. The key to great advertising in chiropractic, says Manna, is not to have an "ad " but a "story"--a testimonial, a confession, or a parable. As one of his title chapters says, "Your Ad Should Be Like Talking to a Friend." In the same sense, his book reads like a lively conversation, helping the reader take action and create a "Killer ad."

Manna leaves no detail untouched when it comes to helping you write your ad. Like the great gurus in advertising (he cites Abraham, Wilson, Ogilvy, Hopkins, Hubbard, Levinson, Kennedy, Godin, Bly, and Caples as primary influences), he has tested and re-tested his advertising method to create a virtual science of it. Manna considers legal issues in advertising and tells you what to be aware of (for example, some states do not allow testimonials in advertising), who to talk about, what to talk about, what kind of photo to use, and even what font to use and how to lay it out. You will read this book and feel like he wrote a special, personalized copy just for you. If for some reason you are still stumped, Manna allows you to use his own ads as templates because he knows they work.

"Killer Ads" was first published in March 1999 and currently costs only $327 (plus $11 shipping in the U.S.), which is much less expensive than most other business-building guides. What’s more, those who have already participated in Dr. Manna’s program remain connected through an e-mail database for support sending and suggestions about the Killer Ads. Dr. Manna continues to stand behind his stated mission: "With this book I hope to help change things for the doctor trying to start a new practice, grow a practice, or re-kindle a stagnant practice. I hope to continue to change things for doctors willing to throw out their old beliefs about advertising to learn a new and better way. I also hope to change the public’s perception to one where chiropractic is the first place to turn to and not the last." So far, he is succeeding, practice by practice.

REFERENCE:
Manna, Robert J. "The Killer Ads Phenomenon- Learning the Secrets of Creating Powerful Ads for Your Practice..." Rome, GA: Robert J. Manna, DC, 2000.

SOME RECENT TESTIMONIALS

"59 new patients from my first ad. This is the greatest thing to hit chiropractic since the adjustment." (Dr. Dennis, Nebraska)

My practice has doubled in a month. This has made a huge impact on my life. I feel like I can go forward now and realize the dreams that led me to become a Chiropractor in the first place. Since running the Ad I have got engaged and am excitedly making plans for the future. Now I'm ordering another Killer Ad package for my sister and brother in law for their graduation gift to launch their Chiropractic careers. Well done Bob and massive THANKS !
Chris Dobson DC
(Auckland, New Zealand)

I have owned and operated eight chiropractic offices. I found out a long time ago that I was really bad at the stock market so I began investing in new doctors. I hired docs out of school, taught them how to run an office and how to get new patients and then opened an office for them. I thought I did a pretty good job until just recently. You see, I taught them how to do blood pressure screenings and I dared any one of them to grow a practice faster and more cost effectively. It never took more than three months to break even in any one of the offices. The doctors I have trained in these methods include many doctors you now know including Dr. Troy Smith, Dr. Joe Sheppard, Dr. Matt Murdock and dozens more.

NOW I HAVE A CONFESSION. I caused them great grief, pain and hours of anguish needlessly. They didn't have to go screening those thousands of hours after all. You see, I recently moved from Cincinnati to Rhode Island and opened a practice nine weeks ago. I used your ads in the two local papers three times each for a cost of $250/run and one insert of 16K fliers at a total cost of $1600 more.

Let me tell you about my ROI (return on investment). I have had, to date, 82 (yes, eighty-two) new patients strictly form the doctor's confession ad in 9 weeks (SO FAR). Today is the third day of the ninth week and so far we have had 213 new patients (directly and indirectly from the ad) and last week I helped 137 patients. As of yesterday, We met our overhead which means we broke even in two months.

If I had this ad six years ago, I would be practicing for the fun of it alone today. I would say thank you but that is simply not enough...I'm telling everyone I know instead. I have called all my old associates and told them that if they get less than 20 great new patients after they buy your program, on the first run of the ad, I will reimburse them myself.

Please have the naysayers and disbelievers give me a call at the office-401-789-2000 or on my cell phone at 401-965-8255. I'll show them my new patient log that tracks where patients heard about us to verify my stats. They are also welcome to talk to Llora, my receptionist. She is just as amazed as I am. Yours in gratitude,
Dr. Jay K. (RI)

Hi Dr. Manna,

We would like to take this time to thank you from the bottom of our hearts for helping us to build our practice. We started with a Killer Ad in a Val Pak in September and then did an insert in the local newspaper in October. Then we did Val Pak again in December. We haven't had magnificent results as some of the Dr.'s that you speak of have had, but they've been the best results we've ever had regarding any advertising done. We opened in April of last year and thanks to your ads after only eight months in our new practice we are averaging over 90 patient visits per week that, for us, is fantastic. It took us almost five years in our Charlotte practice to see that many. We feel your ads have been the key. We got 26 new patients from the local paper insert, and we believe we may get even more if we try it in a smaller gossip type newspaper that goes out on Sundays and Wednesdays. We're getting ready to try one in February. Thanks again for everything!!!
Dawn Bruno
(C.A. and wife of the Dr. Bruno) Wisconsin

Bob, I just wanted to write and tell you that your ad worked great. We ran it right before thanksgiving and still got 28 NPs, in addition we made it a $75 offer which is half off the normal NP startup. The thing that amazed me most is that we had 3 families call and set up appointments for the whole family before ever meeting me.

Thanks again
Dennis Cozzocrea, D.C.
(Washington State)

Dear Dr. Manna, I just ran my first Killer Ad and WOW what a response! Within the first 40 minutes that we were open we scheduled 8 new patients. Thanks a million for these wonderful ads.
R L Sparks, DC

I ran the "Doctor's Confession" ad 3 times (so far). The first time inserts went to 20,000 people and I got 20 new patients from it. The second insert went to 30,000 people and I got 55 new patients. The third insert also went to 30,000 people and I got 37 new patients. We love this ad! (Our current patients have even commented on how much they enjoyed reading it when they saw it in the newspaper.) Thanks for the great ad!
(Matthew Mortensen, NV)

"I just wanted to thank you for your KILLER ADS. The response that we have had to this ad has been amazing. We placed 12,000 inserts of the ad in our local paper on 11/14/00 and at 8a.m. the following morning the phone began ringing off the hook! We scheduled 14 new patients that day, 11 the next, and we are still getting calls almost three weeks later. To date we have seen 42 new patients and 20 more scheduled for a total of 62 new patients in 17 days. I highly recommend the program!"
(Troy Fox, D.C.-Kansas)

"The response has been phenomenal! In just two weeks we've had 32 new patients, and most will stay for some sort of care program. Thanks for the great program, Bob. Feel free to use me as a testimonial for your advertising, or feel free to have anyone call me who requires reinforcement before they buy your program. I won't hesitate to recommend it."
(Ben Corrington, D.C. GA)

Dr. Bob I just wanted to say thanks, I to was a skeptic and didn't really think the adds would work. Well as of Wednesday I have scheduled 19 people, that might not sound like a lot but the add went out Saturday (only day it goes out) to approximately 5000 free papers. My town is a small 4000 population and there is no major paper in my town. I'm still expecting more because the paper is out until Friday, say a prayer and again thanks.

P.S. everything you said is true, people liked the picture, heading, and just that it sounded sincere (which it was). Again my sincerest thanks.
Dr. David Lewis - New Hampshire

In my small community of 2600 people, I ran 10,000 flyers to the surrounding counties, even parts of Alabama. I had 28 new patients in three weeks. I had wellness patients, children with problems, children without problems, even some people with good insurance starting care. You were right, the ads attract GOOD patients. What can I say, but thank you."
(Randy Moze, D.C. (Georgia)

My name is Dr. Peter Meinhofer and I practice in Saratoga Springs, New York. Advertising was one of the hardest things for me to do, so I went to an expert. Dr. Manna's KILLER ADS made advertising easy. These well-written personally oriented ads helped me educate my community and grow my practice. The ads made advertising a no brainer.
(Peter Meinhofer, D.C.)

Dear Dr. Manna, I ordered your ad pack on the recommendation of Dr. Noel Lloyd. After reviewing the information I contacted a friend of mine that had also purchased the ads. He had already run his and was getting 5-6 new patients a day from it. Needless to say that news excited me. He also told me that another chiropractor in town had bought your ad. That spurred me into action. We got our ad written, printed and run in our local paper in about a week's time. I can say without reservation, your ad has been the best received advertising that we have ever done! We had 39 new patients in two weeks with 37 of those following through on our recommendations. Each new patients brings in about $1,200 to $1,800. Obviously the ad was not only successful in helping people that may have not tried chiropractic care with a gentle nudge, but it has been very rewarding financially as well. I have received many, many positive comments about the ad. Patients would tell me that they have never seen a doctor so open and down to earth. They said they felt like I was someone they could relate based on what they had read. I cannot say enough good things about your ads. We plan on running another in a few weeks and anticipate a great response again. Thank you putting the information together and sharing it with the profession.
Dr. Shawn Isdale (Texas)

Dr. Bob, I recently finished running my first killer ad.(July 10-31) I did it 'by the book' and offered a $37 all inclusive fee. We had 23 new patients from the ad, and kept 17 (9 male, 8 female). We had 29 new patients for the month. (Our highest month ever). As you said, these have been the same quality patients as any other source, even most referral NPs. Services for the month were the second highest for our 19+years in practice. It would have been the highest but our massage therapist was out all month. Our PV/week jumped from the 80s to 130 in about three weeks, and has hovered there the last three weeks. Interestingly, our $/PV average didn't drop at all, even though our first visit fees were obviously lower than normal. I'm very pleased with these results. My staff is excited and the overall energy level at the office is way up. These are the kind of PV numbers that we used to have, but the practice had dropped in volume over the past year. I'm planning running the ad again in September. I realize that I could probably get higher NPs by lowering the first visit fee, but I intentionally placed the fee toward the high end just to make sure our office wasn't overwhelmed. I don't think we could have efficiently handled more than what we had. If the numbers start to drop with future ads I'll possibly drop the fee and see if the NPs go up. I owe a debt of thanks to Greg Jack of Capacity Management for suggesting that I check out your ads. And obviously, I owe you a great big thank you as well.

YOU THE MAN! All the best,
Jim Edwards DC

Dear Dr. Manna, Thanks for putting together such a great package. I was surprised by the amount of material you put together for such a small price. I did exactly what you said to do, but I was still surprised by the results. In the first two weeks after running the ad with a circulation of 5000 I've gotten 14 NP and I fully expect to get more. As if that wasn't enough I've had numerous compliments from current patients on my great "article". Not only am I gaining new patients but I'm educating current ones.

Thanks again,
Michael Soucy, DC
Mexico, NY

Dear Bob, We've sent out several installments of killer ad...whoa,..they are killer! Never seen anything like it before. we just saw over 500 visits past week for the first time in 18 years. always wanted to do that. we're sending it out once a month. Wondering if you have those (killer) recall letters ready to go. give me a shout. P.S. Keep those creative juices flowing! P.P.S. The picture I'm using in the ad-can I use a new one to feature a new story or should I just keep on running the same one?

Gabor Madarasz
(Quebec, Canada)

Hi Dr. Bob I have been talking up your Killer Ads like crazy! Things are good here in NC, we consistently get 30-40 NP when we run the inserts which we do every 6-8 weeks. For a marketing budget of $400-$600 a month, that’s pretty good.

Bill Goliber, D.C.
(North Carolina)

Manna, I am referring doctors to you out the @@!!!@. We have had 26 new patients since Aug 1 when we ran 6000 inserts - unbelievable! Just wanted to say thank you again. Wish you the best,

Brian Johnston
Whitefish, MT

Doc, I wanted to take a moment and personally thank you for your enthusiasm and willing to share your talents with our profession. We ran the ad two weeks ago in a local paper here in Montana (6000 inserts). Since then, we have had 13 new patients - of which most of their family members are now scheduling to come in also. Your ads have given us the opportunity to tell "the story" and start to bridge a bigger possibility for patients. We have had strokes, bells palsy, and bedwetting patients just to name a few. Not that I am at all concerned with the names medicine has put on these - but it's not back pain!!!!!!! You know what I mean? Bottom line - you're the man!

Brian Johnston, D.C.
Whitefish, MT

Bob, we are so fired up about the add! We just last night counted the new patients so far and were up to 22. That's just in the first 8 days, and we only ran 6,500 inserts! The calls just keep coming. In fact were running it again in the local paper this week (13,000 inserts), and I'm anticipating a huge response. I'll let you know. The absolute best thing about these patients is they are very, very nice people. So far there's only been two that have come in with any type of "attitude". I can really see how screenings are a thing of the past! Thanks Dr. Bob for making it so easy. You've done a wonderful service to all D.C.'s who will listen, and even more so for the people who are now getting adjusted as a result. The final count's in-- 19,750 flyers and 53 new patients! You're right-- it sure beats screenings. The best part is is all very principled, and promotes chiropractic in a very good light. One of my patients told me her whole church was talking about "the flyer" and chiropractic in very positive tones. Very, very nice. Thanks again for all your help. You went above and beyond.Hope all is well,

(Tim Zook D.C.,
Niceville Fl.)
(Note:this doctor sees over 200 patients a day!)

I meant to call you last week. I did run one of your ads last week 5,000 inserts as a test drive and we had five NP come in, so I was impressed. I ran it again this Monday and did 13,000 inserts and so far this week we had eight new patients. Your ad is definitely working, I'll continue using it and try the different headlines. I'll fax you a copy of my ad. Thanks a lot and keep up the good work.

(Dr. Erich Breitenmoser-Temecula, CA)
(Note: this doctor sees1000 patient visits a week, and is a consultant)

"Bob, just two and a half days into this, and we're up to 17 new patients! Today, I did four exams, 4 reports, and a Renaissance class with six. I got home at midnight.

(Dr. Don Harte- Marin County, CA)

"We have 10 scheduled after one day! Today is Wednesday and 4 more scheduled. That is fourteen in two days! I will keep you posted on what the final tally will be."

(G. Taussig, D.C.-FL)

"Bobby, you’re a genius!

Frieda Manna, my mom-Southbury, CT)

"I just wanted to let you know about the tremendous response my office has generated from one of your "Killer Ads". I opened June 14, 1999. The only advertising I initiated prior to my grand opening was your ad entitled, "Why Do I Use this Photo in My Ads?" The response was nothing short of amazing! We had 36 new patients our first week in practice! During the first month of our practice doors being opened, we generated approximately 108 new patients from this ad alone! I have been absolutely floored by the response. I had an old friend from high school tell me the other day that he hates to read but when he saw this ad in the paper he couldn't help himself. He said he had to read it. You have cut my advertising costs to the bone and increased by return 1000%. I urge anyone who is reading this to give these ads a try. You won't be disappointed, I promise.

(Dr. Troy D. Smith-Lawrenceburg, IN)

"Your ads are really good! We put fliers in two local San Francisco Papers and have so far generated six new signed-up patients in one week! I’ve also been handing them out to current practice members and have gotten six more in the last three days! We’re using several versions of the fliers and have developed one for athletes as well as children. All is excellent and On Purpose. Love and service."

(Dr. Mareechi Duvvuri- San Fransisco, CA)

"This is phenomenal! My ad started Wednesday evening the 15th, delivery. Had two new ones yesterday and two today. Looking forward to next week when people have the time this weekend to read our town’s weekly paper. Thanks again and I’ve pass along results as they happen."
(Dr. Joel Kinch-Los Gatos, CA)

"I can’t thank you enough. Your ads are genius! I have six on the books already. Another three tomorrow. They all love the ad. It seems to attract nice people. I love that!"
(Dr. David Shores.- Encinitas, CA)

"I’ve seen advertising in chiropractic that is good. I’ve seen others that are great. Dr. Manna’s ads are incredible!"

(Dr. Tony Palermo-Get Back to Basics)

"I too want to take the time to thank you for sharing your ads with others! One thing, my husband forgot to mention is that the wonderful response is from only 5,000 inserts in the local neighborhood paper! The editor was very 'surprised' when he heard this...We plan to do more inserts as these generate more patients than my husband having to do screenings and being away from me and our 4 daughters! So, from deep within my heart I thank you again, as your ads have given us the tools (and great optimism for me) to build my husbands 7 week old practice, in such a way that we can start spending our weekends together now, instead of 'hoping for it', next year sometime!
(Madhuri Duvvuri-wife and business/marketing manager-San Fransisco, CA)

"My first Ad went out in the Orlando Sentinel on 7/13/99. A total of 30,000 to zip codes around my office. We are into our second week of the ad and we have 11 new patients. Also, Orlando is a very competitive progressive area... People are flooded with advertisements, much more than other areas. However, nothing I have tried before has worked this well. I think with a little repetition the numbers will really increase. In my area it takes a little repetition for anything to really be big. Thanks again for sharing you genius with me and the rest of the profession. It really is a nice thing you are doing when a lot of the other consultants out there are really taking advantage of the profession. Take care, and God Bless and keep on getting sick people well! There are money grabbers out there charging $895.00 to $1,300.00 for garbage in comparison to what you have. What you have works! The nice thing it is simple and even for doctors who are shy will still work.

(Dr. George Taussig-FL)

"We got 5 new patients from 5,000 inserts. This week we have 20,000 going out so we expect 20-30 new ones as a minimum, but we really think we will get 40 new patients this week from it! If all goes well, next month we’ll do 40,000.

(Mathew Waldron, D.C.-Edmond, WA)

"Just wanted to share with you my latest running which ends Aug 10th has already generated 17 new practice members. The total mailing was approximately 15000 I used the ad you helped me write and the calls came in. My last E-mail gave you the results of my second running, 24 new patients. My patient visits have jumped to 140 after the last running. I have you to thank for the influx. THANK YOU!!! I just want to keep the momentum up. Thanks again."
(Dr. Chad Combs)

As you know, I have 34 Chiropractors in my town here in California. My total numbers are no where near your amazing stories but, BY FAR, exceeded any advertisement I have ever done. And what has sold me on the ads is the quality of respondents... the people who respond to these ads are ready for what I have to offer.... its like they already know me and the rest is just formality. So thanks again for all of your help... I am grateful that you have exposed me to a congruent way to advertise my subluxation centered practice..."

(Dr. Joel Kinch-Los Gatos, CA)

"Bob-Just dropped Ad number two, today was day one, we got 6 new patients already. You have developed a great way to get new patients that are really good new patients in that they are just like referrals. Not only that but this is a great public relations tool. And like you say it puts chiropractors in a much better light. It is not sleazy and a real nice way to advertise. And you are single handedly making new practices explode according to your updates. Give yourself a big pat on the back you are helping many more people than you could single handedly and this is what the Big Idea is all about!

(G. Taussig, D.C.-FL)

 

Killer Ads, Inc. provides no legal advice. Every jurisdiction has it's own regulations concerning professional advertising. It is incumbent upon users of Killer Ads to check with Board/jurisdiction and comply with appropriate laws.