Copy Examples

Elevator pitch examples for chiropractors

An elevator pitch fails when it describes the business instead of giving the listener a reason to ask a second question. These end somewhere the other person can pick up.

Ten of them follow, written for chiropractors rather than filled in from a template. Your customer is someone in pain who has already tried waiting it out, and what they are weighing up before they get in touch is being signed up for thirty visits they do not need.

The one-liner

We are chiropractors in [your town] — we treat back and neck pain and sports injuries for someone in pain who has already tried waiting it out.

Use this when you have one sentence and no idea who you are talking to.

Problem first

The thing people worry about with chiropractors is being signed up for thirty visits they do not need. That is the part we deal with. We are chiropractors, and we examine first and tell you honestly if we can help.

Use this where the problem is instantly recognisable and the service is not.

Names who it is for

We work for someone in pain who has already tried waiting it out. Mostly back and neck pain and sports injuries. If that is not you, you probably know someone.

Use this at an event where most people are not your customer, to find the ones who are.

Credential first

We are licensed chiropractors, Doctors of Chiropractic. Doctor of Chiropractic, state licensed, with post-graduate training in the techniques used here. We mostly do back and neck pain and sports injuries.

Use this in a room where qualification is the thing that buys attention.

The contrast

Most chiropractors [what the default does]. We are the one that tells you when you no longer need to come back. That is more or less the whole difference.

Use this when your market has a clear default and you are not it.

With a number in it

We are chiropractors — [number] years, [number] visits, and we give you a treatment plan with an end point.

Use this when you have a real number. Do not invent one.

The origin

We started because being signed up for thirty visits they do not need was normal in this trade and it did not need to be. So that is the business: chiropractors where we examine first and tell you honestly if we can help.

Use this when the reason you started is short and true.

Ten seconds

Chiropractor. Back and neck pain, mostly. [your town].

Use this when someone asks what you do and is already half-turned away.

Ends with the ask

We are chiropractors doing back and neck pain and sports injuries. If you ever hear someone say [the thing your customers say], that is us.

Use this when the point of the conversation is a referral, not a sale.

The warm version

[their question] — we are chiropractors. The part people usually ask about is telling people when they no longer need to come back.

Use this where the pitch would land badly and a conversation would not.

Writing for chiropractors: what actually matters

What should a chiropractor’s website say that a generic one does not?

Three things, in this order. That you are state licensed and insured. That you understand the thing people are actually worried about, which for chiropractors is being signed up for thirty visits they do not need. And what happens next: an examination and an honest answer about whether we can help. Everything else on the page is decoration by comparison.

What does someone in pain who has already tried waiting it out check first?

The credential, then the proof. For chiropractors it sounds like this. We give you a treatment plan with an end point. We tell you when you are done. We accept most insurance. Put at least one of those above the fold rather than on a separate page nobody opens.

What is the most common mistake on a chiropractor’s website?

Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "We start with an examination and an honest answer about whether we can help" answers the one they are actually holding. If you only fix one thing, fix that.

How long should the copy be?

Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining being signed up for thirty visits they do not need — there, specifics earn their length.

Everything else for chiropractors

Elevator pitch for other trades

All 49 trades →