a yellow pages

News!

Now, the copy underneath those headlines must deliver on the promise in the headline. It should inform, educate, and then finally, give a compelling reason why the reader should choose the chiropractor who has written this "announcement" instead of all the others. And... not only is the message important... the format or the "look" of the message/ad can be crucial.

And, how should it look? The answer to that one is simple...

It Should Look Like

A Hot News Story

Taken Right Out A Newspaper!

WARNING: DON'T CALL

ANY CHIROPRACTOR UNTIL

YOU READ THIS!

Did you know not all chiropractors are the same?

Yes, it's true. Some chiro- practors only understand the Palmer method of spinal adjustment. While others, who are more enlightened, understand not only the Palmer method, but also, many new techniques that give a more rapid and complete relief to pain.

Do you hurt anywhere? Do you have a chronic back problem or a recurrent, nagging headache? If so, you should visit a chiro-practor who uses the new painless "accupressure without needles" mode of therapy.

Why? The answer is simple.

You see, this new technology can be used on your very first visit to reduce your back pain (or headache) pain by 375% in just 15-minutes!

That's the good news. The bad news is that there are only three chiropractors in California who use this new method of eliminating pain and there is only one here in Los Angeles.