Famous Last Words: Right Subject, Wrong Message
Patients are administered a local anesthesia, consisting of an injection of anesthetic in the muscle (not a spinal block). Then, with the help of x-ray fluoroscopy and a magnified video for guidance, a small specially designed endoscopic probe is inserted through the skin of the back, between the vertebrae and into the herniated disc space. Tiny surgical attachments are then sent down the hollow center of the probe to remove a portion of the offending disc …
I was reminded of a story told to me by Seattle direct marketing whiz Bob Hacker, who was called in by a group of eye surgeons that practiced radial keratotomy. Their new brochure had bombed big time, and they couldn't figure out why. Hacker glanced at the copy, and he spotted this deal killer of a line: What's more, when we cut into your eye, it doesn't hurt nearly as much as you think it will.
So what should the message be from the New York Back Institute? I would "steal smart," citing research from MayoClinic.com:
Most people will have back pain sometime during life. And 90 percent of these people will get better, without treatment or with conservative therapy for four to six weeks. Only 5 percent remain disabled longer than three months.
At the New York Back Institute, you will receive a thorough examination including, if necessary, an MRI, to determine precisely what the best treatment is for your specific kind of back pain.
In short, would I trust the New York Back Institute?
Not on your tintype.
Denny Hatch is a freelance direct marketing consultant and copywriter, and author of the e-mail newsletter, Denny Hatch's Business Common Sense. Visit him at www.businesscommonsense.com or www.dennyhatch.com, or contact him via e-mail at email@example.com.