Reading time: 2 – 2 minutes

Todd Brown is the Founder and CEO of MoreChiroPatients, Inc., the provider of chiropractic’s first and only patent pending automated marketing and practice-building technology.

More Chiro Patients and the Chiropractic Dashboard have appeared in Dynamic Chiropractic and Chiropractic Economics, and in addition to regularly being referred to as “chiropractic’s new marketing automation wizard”,  Todd has been featured by some of the most successful online entrepreneurs, including Rich Schefren who generated over 3 million dollars in just 7 days and has appeared on the cover of the Wall Street Journal and USA Today.

Todd has been asked to participate in interviews about chiropractic marketing on several occasions by one of the most popular chiropractic coaching companies – Breakthrough Coaching.

And, was recently asked to speak to their doctors about practice marketing on their main stage in Las Vegas, along with author and business expert Brian Tracy. 

More Chiro Patient’s patent pending technology was recently featured in author and speaker, David Frey’s Small Business Video Newsletter – where he referred to the Chiropractic Dashboard technology as cutting-edge technology, the future of direct response marketing, and something that generates new patients like crazy!

More Chiro Patients currently has well over 300 testimonials and case studies on file from practitioners all around the world.

Today, Todd lives in sunny Southern Florida with his wife and two little girls, drinks lots of Starbucks coffee, reads at least a book a week, drives his Hummer less than 15 miles a month, and once in a while is lucky to catch a 3 pound large-mouth bass right in his backyard.

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Reading time: 2 – 4 minutes

I was reminded, the other night, of a major “success principle” I learned many moons ago.

I can honestly say, it’s had a pretty hefty impact on my thinking, actions, attitude, and bank account since learning it.

And I figured I’d quickly pass this principle your way in hopes it could have the same impact on you and the growth of your chiropractic practice.

Cool?

Cool.

The principle came back to the top of my consciousness the other night while I was watching television with my kids.

I think we were watching Hanna Montana. Or maybe iCarly. I don’t know.

Either way, I perked up when this cool “success-related” commercial came on.

“Instead of asking why; ask why not”, the smooth Barry White-esk narrator shared as the same words faded in and out on the screen.

Hmmmm. Got me thinking about this thing I once read in a little T.Harv Eker book.

As soon as I read it, my thinking about success and achievement changed for ever.

To paraphrase the blurb from Eker’s book:

“Poor people think in terms of ‘either/or’. Wealthy people think in terms of ‘both’”

Simply put, what this means – to me at least – is that when the most successful people are faced with the choice between having one of two things, outcomes, or results… instead of thinking about achieving either/or… they think about how get or achieve both.

You’ll notice, unfortunately, how many chiropractors think in terms of either/or.

For example, many chiropractors think they must choose between either: focusing on being a great and “professional chiropractor” or focusing on the marketing and growth of their practice. In other words, they think they must choose, and can only have, one of those.

Instead, what the most successful chiropractors have done – and what I teach our Millionaire Chiropractic Club (MC2) doctors to do – is realize you can achieve both. You can you enjoy being a chiropractor and make maximum money from your practice while it gives you maximum free time and freedom.

I highly recommend you begin to pay attention to your thinking when faced with decisions and choices. And, when pondering which of two options you think you must choose between… instead… take some time to think about how you can have BOTH.

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Reading time: 2 – 4 minutes

In a recent Wall Street Journal editorial titled “Postgame Evaluation of Super Bowl Advertisements”, two marketing lessons – both worthy of our discussion – were highlighted. They reaffirm something I’ve been teaching chiropractors for many years.

“In the annual discussions as to which Super Bowl ads are ‘liked’ best, the pundits all miss the point,” author Jeff Nelems, starts the editorial.

“The purpose of advertising is not, or should not be, to create an ad that consumers like. Rather the purpose of advertising should be, in the final analysis, to sell…”

And right there is your first lesson: marketing – specifically in your case, chiropractic marketing – is not about creating or using advertisements that you, your staff, your spouse, or your patients “like”. Frankly, likes and dislikes in marketing are irrelevant. As are opinions. The sole objective of all of your chiropractic marketing is to drive new patients into your practice. And that’s the only thing that counts.

What this means in reality is that the only thing you should consider when deciding if you’re going to continue using a particular chiropractic advertisement is whether or not it’s allowing you to break-even (at a bare minimum) in the acquisition of new patients. Your opinion of what looks best, what gives you the warm and fuzzies, or what gets patients talking is, again, irrelevant. Return on investment (ROI) should be the only deciding factor.

Which brings us to the second lesson from the WSJ piece:

“There is much, at least anecdotal evidence, that creating an ad that viewers dislike may be more effective than one they like. Viewers hated the Anacin “headache” commercial many years ago, but it the sold the product. And consumers really hated the Wisk “ring around the collar” commercial, but the Wisk advertiser like it because it sold the product.”

Now, let me just say – this article is, obviously, referring to big brands using television commercials. And, of course, what applies to big company “brand building” doesn’t always apply to chiropractors or small business operators. But, there’s a valuable point being made here. And here it is.

Often, a pure text, black and white advertisement that doesn’t look pretty, doesn’t have all of the typical “brand-building” bells and whistles, and won’t bring home any graphic artistry awards, will out-pull and outperform a pretty four-color, graphical ad.

Remember, the purpose of all of your new-patient-acquisition marketing is NOT to build a brand. It’s not to create an impression. And, it’s not to establish your professionalism. The purpose is to bring in new patients at a reasonable cost. Period.

And, therefore, whether a chiropractic advertisement looks nice or is “liked” by anyone should be inconsequential to you.

Again, in marketing, the only opinions that matter are the opinions being proved by people responding to your advertising and coming into your practice for chiropractic care.

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Your patients will have a new level of respect for you! – This is the quickest and easiest way to boost your standing in your community as a true chiropractic authority and health expert.Read more.
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Reading time: 7 – 11 minutes

Chiropractic business as usual does not get most chiropractors financially independent. That’s not an opinion. It’s just the reality of how most chiropractors approach their practice and finances.

In today’s MCP essay I want to share snippets from a recently published article by one of my personal mentors – self-made multi-millionaire, author and consultant – Michael Masterson, author of the best-selling book Automatic Wealth (and many others). It highlights a simple financial philosophy any chiropractor can use to achieve the dream of true, life-long financial independence.

Michael starts off his article by posing a question, then following it up with a profound statement: “Are you a doctor, lawyer, or other professional? If so, you’re in a trap. And you’ll never get out unless you listen to me today.”

A pretty bold statement, right?

Well, Michael goes on to explain what he means…

“In my book Automatic Wealth, I talked about this “trap.” Here’s what I said…

‘At the end of the day, you are charging for your time. And if you want to make more money, there are only two ways to do it:

1. Charge more per hour.

2. Work more hours (though there are only so many hours you can work and still have a life).’

Professionals and top executives, you may be surprised to know, don’t make as much money as you’d think from watching television.

As they improve their skills, they earn more for every hour they work. Eventually, they might even earn one or two million dollars a year. To earn that money, they have to work hard. Often that means 10- to 14-hour workdays.”

As a chiropractor – earning income in relation to the time you allot to adjusting patients – this should ring very true to you. Despite what many chiropractors like to admit, most are hourly wage earners. Albeit, often earning good money. Money, though, based on the time they put-in.

As Michael explains, “Retiring is an option. But when you retire, you lose your active income. That’s not good. I know. I tried it for 18 months. I was rich and retired and happy to write poetry and paint bad paintings. But I was always worried that I would run out of money or that one of my investments would tank. That is not financial independence. I promised myself that I would never fall into that trap again.

I’m a big believer in financial independence. (I’m a big believer in every sort of independence, including emotional and personal independence too — but that’s a subject for another day.)

Being financially independent means exactly what it says: You are not dependent on anyone or anything to pay your bills.

How much you make has nothing to do with financial independence. I know plenty of doctors and lawyers who make high six-figure incomes but are deeply in debt and always worried about their future.

Having a million dollars in the bank doesn’t give you financial independence either. Given the interest rates you can get on a bank account these days, a million dollars is barely enough to feed and house a dog.

And having a substantial real estate or stock market portfolio doesn’t necessarily make you financially independent. If you need to make, say, 6 or 8 percent on your money to pay your bills, you are not going to feel comfortable. You are going to go to bed each night worrying about the market.

So What Is the Secret?

The secret to being truly free of money worries is to have multiple streams of income, each one of them enough for you to live on.

That way, if one stream dries up completely you still have another or even another to fall back on.

Here’s what I said about that in Automatic Wealth…

‘Natural moneymakers make most of their money by practicing a single skill within the context of a single industry. Don’t be fooled by financial gurus who tell you otherwise. But they eventually develop many streams of income. Many master wealth builders I know enjoy a dozen sources of income. Some are modest, some amazing. That’s the great thing about creating cash flow. Although you never know what will happen with any individual income source, if you get enough of them started, one will turn into a river.’

The day after I decided to get rich (which I’ve written about many times in my books), I woke up a much smarter guy.

I no longer believed I could slowly work myself up the corporate ladder. Or that having a hundred thousand dollars in the bank would give me peace of mind.

I was no longer willing to trust anyone with my financial well-being — not my stockbroker, not my bond broker, not the pundits I was reading or my friends or family members who had “advice” for me.

Most of all, I wasn’t willing to trust the company I worked for to guarantee me a lifetime of income.

Before I made wealth building my number-one priority, I was chasing after so many goals that I was confused and vulnerable to all sorts of self-delusions and bad advice.

I can tell you stories about the foolish decisions I made:

* The townhouse I bought in the wrong Washington, DC neighborhood with a negatively amortizing mortgage

* The “beautiful” 1955 Ford Thunderbird I bought for $15,000 that eventually cost me twice that much in repairs and improvements

* The small fortune I invested and lost in a furniture business before I knew anything about selling furniture

But once I prioritized my goals, it was no longer possible to make bad decisions like those. I had developed an instant and permanent instinct about wealth building that has never left me.

You can do it too.

And you will never again be confused about financial decisions. When you face a challenge or problem, the answer will be clearly and boldly evident. It will be impossible to ignore it. After that, growing wealthy will become relatively automatic — as it is for me now.

The Eight Rules for Financial Independence

When I decided to become rich, I began to keep a journal of thoughts I had about making money, losing money, and building wealth.

One chapter of that journal had to do with financial independence. And the eight rules I came up with then are the same rules I follow today:

1. You can’t truly trust anybody but yourself with your money.

2. The harder someone tries to convince you to trust him, the less you should.

3. However good a track record someone has, never believe that he/she can’t suddenly start your losing money. In fact, if you are like me, the moment you invest will be the moment his/her track record starts falling apart.

4. All markets rise and fall. Don’t ever believe anyone who assures you that they can predict the future.

5. If you don’t learn to spend less than you make, you will never have peace of mind.

6. Most of what you buy when your income is above $100,000 is discretionary. Don’t’ fool yourself into thinking you need a big house or a fancy car.

7. In making financial projections for yourself or a business, always create three scenarios: one that shows what things will look like if everything goes as hoped; one that shows what will happen if things are mediocre; and one that shows what will happen if things fall apart.

8. Know that the third scenario is optimistic.

Add these up, and you will come to one inevitable conclusion:

The only way to be truly financially independent is to have multiple streams of income, each one of them sufficient to pay for the lifestyle you want to live.

When I began to develop multiple streams of income, I did it the “chicken entrepreneurship” way. I started out small and built slowly. I never took large risks. And I never gave up my day job.

These are the income streams I have today:
* A local rental real estate portfolio
* An international rental real estate portfolio
* An interest in a half-dozen companies
* My consulting income
* My income from bonds
* My income from dividend stocks

Each of these streams is greater than the amount of money I spend every year. So if five of them suddenly disappeared, I would still have enough income to live on without diminishing my lifestyle.

And to back that up, I have a stash of hard assets that I could live on for the rest of my life.

That is a lot of financial security. I don’t know anyone else who has that much. Maybe it’s a reflection of how deeply untrusting I am. Or maybe it means I’m simply more independent than most of the people I know.

You don’t have to emulate my plan. But if you want financial independence, you should think about having more than one or even two streams of income.”

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What do financially-free chiropractors know that you don’t?

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Reading time: 4 – 6 minutes

“In clinical psychology, voyeurism is the sexual interest in or practice of spying on people engaged in intimate behaviors, such as undressing, sexual activity, or other activity usually considered to be of a private nature. In popular imagination the term is used in a more general sense to refer to someone who habitually observes others without their knowledge, with no necessary implication of sexual interest.”

That’s how Wikipedia defines voyeurism.

In today’s essay I want to share you with a form of “voyeurism” that actually works to get you new chiropractic patients.

Savvy chiropractors understand that at the root of powerful and effective practice marketing there always has to be a focus on benefits and a compelling promise.

As you’ve heard me say many times before, what prospective patients want to know from your marketing or advertising is how do they stand to benefit from chiropractic care in your office. Frankly, they don’t care about you, your practice, your experience, or your credentials. What they care about most is how their life stands to be improved by getting chiropractic care with you.

And, the most effective chiropractic marketing explicitly shows and focuses on those benefits. Then, finishes up with a big, compelling, benefit-driven promise.

The issue many chiropractors deal with when focusing on benefits and a big promise in their marketing is not coming across with hype. This is why proof – your track record of delivering those benefits and the big promise – is so crucial to making your marketing believable.

Now, there are many forms of proof you can use in your marketing to back up all of your claims. And, you should always include a preponderance of proof whenever possible. In fact, you should make any claim bigger than the proof you provide.

So, if you claim prospective patients will experience XYZ from the care they receive in your office, you need to show proof that you can and have delivered XYZ to other patients before them.

What’s the easiest and quickest way to do this?

With a compelling chiropractic story.

By telling a story about someone just like your typical prospective patient, and showing how they benefited from chiropractic care in your office, you circumvent the part of the prospect’s brain that views everything you say as nothing more than an advertising claim.

In other words, when you tell a story about a chiropractic patient, your marketing message is no longer viewed as marketing. It’s viewed as a story.

And if the story clearly SHOWS how you delivered the benefits you’re promising you can, it’s accepted as a fact, instead of just a claim.

So, what’s the best chiropractic story format to use?

Well, first, the antagonist of the story – the main character – needs to be someone who was in the same situation as your prospective patient. Meaning: if you’re marketing to back pain sufferers, you want your antagonist to have started with terrible back pain. Even better, if your antagonist can start in a worse situation that your typical prospective patient, the story will have even more power.

So, for example, if you were marketing to back pain sufferers, you could tell a story about someone who was previously in a horrific car accident, had major lumbar injuries, excruciating daily pain, and was told they need surgery.

Then, you would finish the story by showing their experience with chiropractic care, and how it helped them avoid surgery, get out of pain, and begin enjoying wrestling around with their kids again.

In this example, prospective patients who are experiencing moderate low back pain would immediately think, “Hey, if this doctor helped out someone in this bad of shape, they could easily help me feel better.”

The key to telling a good chiropractic story is to have the antagonist start in a position worse than your typical prospective patient, then show how they took action and became a chiropractic patient – despite some common trepidation and concerns, – detail their emotional and physical experience going through care, and, finally, show how they experienced the benefits of chiropractic care – ending in the position of health and wellness your prospective patients desire.

A story like this will not only compel readership – since human beings are groomed to pay attention to stories – but, it will also deliver a powerful marketing message that demonstrates your track record and ability to deliver on the benefits and big promise behind your marketing.

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Popularity: 1% [?]

Reading time: 3 – 4 minutes

When is the perfect time to offer new chiropractic patients ancillary services, nutritional products, or other “spending opportunities” within your practice? The answer may surprise you.

In fact, the answer you’d get from fellow doctors would almost always be the complete antithesis of what the experts of the direct marketing world would tell you.

It’s long been held that “recency” – when a patient has last spent money in your office – is not only a primary measurement of your practice vitality (when viewed globally), but is also a strong indicator of when a patient is most likely to spend more money with you.

In other words, the more recent a patient has spent money with you, the more likely they are to spend money again. The key lies in recognizing this and seizing the opportunity in a timely, targeted manner.

In the world of direct mail, individuals who have spent money within the past 30 days (”buyers”) are referred to as Hotline Names. When renting a direct mail list, hotline names are considered the most valuable and, therefore, fetch the highest cost of rental.

Why?

Because “recency of purchase”, or in your case – “recency of patient action” – illustrates a patient’s state of being. The more recent the willingness to invest in their health, the more eager they are to experience the benefits.

For example, the more recent an individual has invested in… let’s say… a vitamin supplement, the more likely they are to respond to an additional offer for another vitamin supplement. The further back their purchase goes, the less eager they clearly are, and therefore the less likely they are to respond to an additional offer for supplements.

Fact is: whenever folks spend money on something they are the height of their interest and excitement. In some cases, people go into a hyper-buyer state, where they spend lots of money on their area of interest. And, so, their point of purchase is the best time to present them with additional offers.

So, what does this mean for you as a chiropractor?

It means several things:

First, when a new patient gets started on their care plan, the best time to present them with an additional offer for related and beneficial ancillary services or products is before they leave the office.

Second, anytime an existing active patient invests in anything in your office, it’s also an opportune time to present them with an additional related offer. The key word here being: related offer. (This gets into “marketing segmentation, something I’ll be talking about in a future essay.)

The point is just this:

Recency is a great indicator of willingness to buy. And, it’s also a great indicator of excitement and eagerness. So, seize those opportunities and present those folks with additional opportunities to invest in their health.

[A quick tangential blurb: recency is only one of the three power-house measurements you should be looking at. In a future essay I'll be explaining the other two. When used in combination to dictate your practice marketing, you'll experience tremendous response rates and surges in cash flow.]

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Popularity: 1% [?]

Reading time: 3 – 5 minutes

Tell me which would move you to take action faster:

1. If I told you I would deposit $100 in your bank account if you took action A…

…or…

2. If I told you I would take $100 out of your bank account if you didn’t take action A?

1 or 2 – which is more likely to drive you to take action?

If you answered 2, congratulations – you’re just like the typical human being.

Social psychologists have long agreed: humans have a tendency to be more motivated to AVOID PAIN than they are to ACHIEVE PLEASURE.

In other words, people are much more likely to be driven to action if you show them the “pain” they’ll experience if they don’t act, versus the “pleasure” they’ll experience if they do act.

Understanding this aspect of psychology and social behavior should have a significant impact on what you do and say as a chiropractor.

For instance, let’s take your marketing and patient-conversations, for a second…

Do your current marketing materials focus on how chiropractic can give prospective patients health, wellness, and vitality?
Do your conversations with patients revolve around the positive benefits of chiropractic care on their health, immune function, well-being, etc.?

If you answered yes to either of those questions, you’re trying to motivate folks “towards the experience of pleasure”. Pleasure, in this case, being better health, wellness, etc. And, as we’ve just learned, this is not as strong a motivator as the avoidance of “pain” is. (Pain, in this context, being physical or mental)

Instead, tweak your marketing messages so they convey how chiropractic can help prospective patients avoid a specific “pain”.

For older folks, this could include showing them how chiropractic can help prevent their body from deteriorating as quickly.

For athletes, this could include showing them how chiropractic can help them avoid being sidelined or plagued by injury.

For wellness oriented folks, this could include showing them how chiropractic can help them avoid getting slammed by lots of viruses, germs, colds, etc.

For parents, this could this include showing them how chiropractic can help them avoid getting depleted of vitality and energy – which impacts they’re ability to engage in quality time with their children.

For middle-aged folks, this could include showing them how chiropractic can help them avoid losing their youthful luster and pizazz.

In all of these examples, and all the others I could list, we’re still conveying the benefits of chiropractic care with you. However, the benefits we’re conveying are stated as “avoiding the negative” rather than just “achieving the positive”.

To prospective patients, the avoidance of pain, in these examples, IS the benefit that is more likely to move them to start care with you. We’re not being negative (no pun intended). We’re just focusing the benefits of chiropractic care with you in a way that shows prospective patients how it will help them avoid the pain they so desperately want to avoid.

If you really want to take the persuasive nature of your marketing to a whole new level… start your marketing messages by focusing on the pain. Be specific in your description of that pain. Then proceed to show how chiropractic can help them avoid the pain. Once again, be specific in your description of what that looks like. Then, end by sharing all of the additional benefits and “pleasures” they’ll also experience as a chiropractic patient in your office.

————————————– Highly Recommended ————————————–

Here are 12 ZERO-COST Chiropractic Marketing Tactics…

Would you like more chiropractic patients? If you don’t have a lot of money to spend on your marketing or you just don’t to invest a significant amount on marketing…

…you absolutely must avoid certain chiropractic marketing methods like the plague!

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Popularity: 1% [?]

Reading time: 4 – 7 minutes

Did you know that on average 1 out of every 20 people have an extra rib.

It’s true.

Despite what meets the eye, there are more differences among people than we may often realize.

Take for example, “prospective chiropractic patients”.

To lump – what we would call “prospective chiropractic patients” – under one umbrella… one category… would be a major marketing and practice-building blunder. Why? Because there are different stages of the Chiropractic Commitment Cycle (C3), as I’ve coined it, that prospective patients may be at or going through.

Let me quickly list the different C3 Stages, and then I’ll explain why and how they should impact your chiropractic marketing and practice-building efforts.

The Stages of the Chiropractic Commitment Cycle are as follows:

Stage 1: Searching
Stage 2: Researching
Stage 3: Comparing
Stage 4: Choosing

The main difference between “prospective chiropractic patients” in these different stages is their readiness and commitment to start chiropractic care.

For example, folks in Stage 1 are typically just searching for possible solutions. Depending on their needs, they may be searching for information about various options, including: massage, chiropractic, supplements, physical therapy, surgery, etc. They’re nowhere near ready to start chiropractic care right now, and if addressed correctly, could become paying patients in the near future. What these individuals need to see is why chiropractic care in your office is the best solution for their needs, compared to all of the other options they’re exploring.

Folks in Stage 2 have a greater interest in chiropractic care, and are looking more in-depth into its risks and benefits. These folks need to be educated about the benefits of chiropractic care in your office, and need to understand the safety record of chiropractic.

Folks in Stage 3 have made the decision to explore chiropractic care further, and are now comparing their options. These folks need to understand your level of credibility, experience, and track record delivering the benefits of chiropractic care to patients. They’re looking for a chiropractor who stands out from the pack.

Folks in Stage 4 are excited and ready to start their chiropractic care now. These folks simply need the right offer to compel them to pick up the phone right now and call for an appointment.

As you can see, “prospective patients” in different stages have a very different mindset. And, to present them all with the same information and marketing message is a mistake.

Let me give you a prime example of how this often plays out for the average chiropractor:

The typical chiropractor runs an institutional-style (brand) small-space advertisement in their local newspaper. The ad contains the practice logo, the DC’s name, the office contact information, a blurb or two about insurances accepted, a couple of bullets about the conditions treated, and maybe a “nifty” tagline.

Who is likely to see this ad and respond by immediately picking up the phone and calling for an appointment?

Certainly not the Stage 1 or Stage 2 folks, right. Because that type of marketing piece doesn’t give them the information that they need to move them through the early stages of the Chiropractic Commitment Cycle into the later stages where they eventually make the decision to start chiropractic care in your office.

And that’s, unfortunately, what most chiropractors do – they use a marketing message in their advertising that is really designed just for folks in Stage 4, and maybe, Stage 3.

And, in the process, they miss out on the opportunity to market to the folks in Stage 1 and Stage 2, and move them through the remaining stages of the cycle.

This is why the most effective chiropractic marketing campaigns address prospective patients at all stages of the Chiropractic Commitment Cycle, and are designed to compel the later stage folks to take action now, while capturing the contact information of early stage folks for additional follow-up and education to move them from one stage to another.

This why it’s so critical that you have multi-step follow-up as part of your chiropractic marketing. Because the initial step, or contact, will convert the Stage 3 and Stage 4 folks into paying patients right now. But, the multi-step (multi-contact) follow-up will move the early stage folks through the cycle and eventually convert them into paying patients. Without the multi-step follow-up, you lose out on all of the early stage prospective patients and only convert the later stage folks.

Make sense?

Let me end today’s essay by returning to the earlier chiropractic advertising example and show you how you can use a single marketing piece to address folks in varying stages.

It involves using something called the, “Secondary Reason For Response”.

And the secondary reason for response is really nothing more than an offer of more information for the folks who see your ad but aren’t ready to take action right now (the early stage folks).

We could simply take the typical institutional ad I described earlier, and at the bottom of the ad include the following little blurb:

“Free Health Video reveals the truth about chiropractic care, and why it’s the safest, healthiest, and most effective natural way to relieve pain. Go here to claim your free video: www.TruthAboutChiropractic.com”

What this little blurb does is give the early stage folks another reason to respond now to your ad. And when they do, you would plug them into a mutli-step follow-up sequence (like what you have with the Chiropractic Dashboard), and allow your follow-up to move them through the different stages of the cycle.

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How to convert prospective patients from all 4 stages…

Multiple follow-up messages in your chiropractic marketing is a must. Without it, you lose out on the opportunity to convert the early stage prospective patients. With the Chiropractic Dashboard, all of that follow-up is automated and done with the latest in multi-media technology. In essence, the Chiropractic Dashboard is a robot that educates and converts prospective patients of all levels into happy, long-term paying patients in your office.

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Popularity: 1% [?]

Reading time: 3 – 5 minutes

Regardless of your personal view or stance on President Obama’s politics, tonight’s State of the Union Address should be quite interesting, especially since a coming “government spending freeze” is most likely to be announced. Even so, I have a confession…

Today’s essay has nothing to do with politics, partisanship, or Barrack Obama, for that matter.

Well, almost nothing …

True, an announcement tonight by President Obama of a government-wide spending freeze should certainly shake things up a bit – on both the right and left.

But that is NOT my point …

Instead, I want to make a point about why you chose to read this email, and what it should teach you about chiropractic marketing (email marketing specifically).

The very reason you chose to read this email (a “newsy” e-mail about a very timely current event) among all of the e-mails calling for your attention in your inbox, should really tell you something.

“Connecting your e-mails’ subject lines and headlines to something people are reading about and thinking about can drive your readership rates off the charts”, says multi-million dollar advertising copywriter, Clayton Makepeace.

Listen to Clayton explain why this technique is so powerful and how you can incorporate it into your email communications with patients and prospective patients.

“I know – sneaky; right? I’m not apologizing – this stuff is solid gold. Over the past five years, I have discovered that e-mails using a news event in subject lines and headlines tend to get the highest readership rates.

You don’t have to be a rocket surgeon or a brain scientist to figure out why:

Whatever people are reading about, they’re thinking about …

Whatever they’re thinking about, they have feelings about …

And anything you send them that addresses those emotions is going to be “must-reading” for them.

So next time you set out to write an e-mail and you’re looking for maximum readership and response, begin by asking yourself, “How can I connect this e-mail to something that my prospect is seeing in the headlines right now?”

Clayton is dead-on with his recommendation. I’ve taught this principle to chiropractors, and a slight variation, for many years now. It goes back to a bit of wisdom marketing legend, Robert Collier, first said many, many moons ago…

“Start your marketing campaign by first entering into the conversation already going on in the mind of your prospect. Find the thing your prospect is interested in and make it your point of contact, rather than rush in and try to tell him something about YOUR propositions, your goods, your interests.”

By incorporating a “newsy” theme in your chiropractic email marketing – specifically the subject and lead of the email – you’ll capture a lot more attention, boost readership, and generate a lot more buzz around your marketing communications.

[Note: the best way to put this principle in action is with email marketing. The reason is that it's instant. There's no delay, so you can be extremely timely in what your subject lines and email leads say, and how they connect to today's news. It can't be done nearly as effectively with direct mail. And especially not with small space advertising.

If you're not currently using email marketing in your chiropractic practice I recommend the Chiropractic Email Persuasion Formula. It's an audio CD that explains the best practices of email marketing being used by chiropractors today.]

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Popularity: 1% [?]

Reading time: 3 – 4 minutes

There a many elements that contribute toward the financial success of a chiropractic advertisement.

For example, the headline is responsible for over 80% of readership. The benefits and big promise compel readers to continue reading the full marketing message. And the call-to-action tells readers exactly what they should do once they’ve finished reading. However, none of these things are as critical to the overall success of a chiropractic advertisement as the offer itself is.

The offer tells the reader exactly what they get, and whey they need to do and/or give to get it. In other words, it tells the reader what you are offering (to get them into your office) in exchange for their time and/or money.

In today’s market, having a very strong offer is critical in every chiropractic advertisement or marketing piece you use. There’s no ifs, ands, or buts about it.

The absence of even a simple offer… as seen in most chiropractic advertisements… is simply devastating to any chiropractic marketing campaign.

The absence of a compelling offer is more insidious, yet equally as damaging.

Why?

Because the attractiveness and “irresistibility” of an advertisement’s offer is what gives it its power. The more irresistible your offer, the more effective the ad will be for you. Period.

If you’ve been disappointed by the performance of a chiropractic advertisement, spend some time reviewing the ad and its offer.

Ask yourself, “What are we offering prospective patients and how can we make the offer irresistible?”

“What can we include, add, or giveaway as part of the initial office visit, to make it a no-brainer for the folks looking to experience what chiropractic care in our office can do for them?”

“How can we make this offer such a no-brainer that prospective patients would think to themselves, ‘Id have to be an idiot to pass up on this right now.’”

Point is: don’t take the task lightly of trying to get a prospective patient to get out of their comfort zone and take action by calling your office for an appointment.

As I’ve been saying for some time now, “Don’t ever under-estimate the task at hand when marketing your chiropractic practice”.

Make sure every chiropractic advertisement you use has a strong offer. And, always spend time strengthening the offer as much as possible before it goes out the door. You will always see a direct correlation between the response you get from an ad and how irresistible the offer is. The more irresistible, the more new patients you get. It’s as simple as that.

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The easiest way to generate and follow-up with new patient leads…

Today, chiropractors must have a simple, yet compelling way to generate and follow-up with leads of prospective new patients. The Chiropractic Dashboard does it all for you with the latest in multi-media chiropractic marketing technology. You have videos, audio messages, email, and web pages marketing your practice and getting you new patients… without you having to do any work whatsoever.

It’s the ultimate hands-off, done-for-you chiropractic marketing machine.

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Popularity: 1% [?]

Reading time: 3 – 5 minutes

When I was in my early twenties I didn’t enjoy reading. In fact, in high school, my sole goal was never to have to take books home at the end of the school day. It wasn’t until my mid-twenties, when I was introduced to The Psychology of Winning by Denis Waitley, that I got hooked on reading self-improvement and business books. (Later on I learned a trick to go through audio and video materials in half the time. More about that in a minute.)

According to Waitley, “Continuous learning is the minimum requirement for success in any field.” And, after years of study and application I couldn’t agree more.

Regardless of your current level of intelligence, intellect, or mental prowess, a surefire way to ensure you’re able to consistently experience maximum success as a chiropractor is to become a lifelong learner – especially in the areas of marketing, entrepreneurship, and business-building practices.

Sadly, most chiropractors graduate from chiropractic college and cease learning and growing as professionals. Most docs feel upon graduation their education is done. This couldn’t be further from reality. In truth, your education as a chiropractor and owner of your own chiropractic practice is never done. Because in order to become and remain a “chiropractic leader” – specifically in your geographic area – you need to constantly stay on the cusp of what’s working today to experience success. You need to evolve as people, markets, research, and information evolves.

Leaders are learners. Period.

Today, I enjoy reading, and recommend you learn to enjoy it as well. I recommend you read for an hour a day in one of the areas previously mentioned (marketing, entrepreneurship, or business-building).

“You will become the one of the smartest, most competent, and highest paid people in your profession by simply reading one hour a day”, best-selling author and speaker, Brian Tracy states in his book The 21 Success Secrets of Self-Made Millionaires.

If you’re not much of a reader, I recommend you learn via audio or video. Today, you can find tons of fantastic training materials in video and audio format. I especially like digital media such as MP3s and online video files. Because they can be downloaded to your computer and listened to or viewed at a higher speed. So, when learning with digital media you can go through information at 1 1/2, 2, or even 3 times as fast.

To do this, simply download your digital audios or videos to your computer, open them up in Quicktime (a free download at http://www.apple.com/quicktime/download/), click on the ‘window’ link at the top of screen, click on ’show A/V controls’, and then adjust the speed to whatever it is you can bear.

Initially you’ll probably only be able to speed up the audio and video to about 125%. After a little while listening or watching at that speed, you’ll be able to go higher. Eventually you’ll be able to consume audio and video trainings at double the speed, cutting your learning time in half.

To start with, simply make a commitment to growing every week in some area of business-building or marketing.

Ask yourself at the end of each week, “What do I know today, that I didn’t know last week, about growing my chiropractic practice”.

If you simply discipline yourself to learn just one new thing a week about business or marketing in just a few short months you will be way ahead of your competition in knowledge and skill-sets.

And, that’s how you ensure you never get left behind.

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Popularity: 1% [?]

Reading time: 4 – 6 minutes

Recently, while attending a local marketing conference in Orlando as a guest, the main speaker, AM, shared a story that struck a serious emotional chord with me.

“As many of you know, Ken Giddens, a successful entrepreneur and friend, recently passed away. He left behind a supportive wife and 2 beautiful children. And it got me thinking. What’s going to happen to his family now”, AM affectionately uttered from the stage.

“What would happen to my family if I unexpectedly passed away?”

It was a soul-stirring question that got me thinking about my own mortality. My family. And my business.

And, it’s a question I think every chiropractor should seriously ponder.

What would happen to your family if YOU suddenly passed away??

Would they still have a source of income?
Would your spouse have to go to work? And if so, who would take care of your kids?
What your family be forced to sell your home and move into something much smaller and more affordable?
Would your kids still be able to go to college?
What would happen to their lifestyle?

What would happen to them if you were no longer here???

Sadly, for most chiropractors, I don’t know how they would answer those questions.

With the way most chiropractors have been taught to build their practice I’d have to believe most of the answers would be quite negative.

Why?

Because most chiropractors don’t have a business. They have a job. A job, that requires work everyday to generate income. And, if they no longer work… whether it be due to a family vacation, sickness, or death, that income disappears. In death, that income disappears forever for most chiropractors.

This brings us to a fundamental lesson first popularized by Robert Kiyosaki in his best-selling books Rich Dad Poor Dad, and the Cash-Flow Quadrant.

There’s a prodigious difference between being self-employed and owning a business. Being self-employed often means you’re the boss, but are a significant, if not sole source, of cash flow and income. Owning a business means you’ve created an asset that works, grows, and generates revenue apart from you.

In essence, when you’re self-employed you still have a job. Right? I mean… to me… it sounds like a job if you need to show up everyday and your income is dependent on what you do. Regardless of whether you’re the boss or not.

For most chiropractors this is the “quadrant”, as Robert Kiyosaki refers to it, that they operate within.

Unfortunately, in this scenario, if something were to happen to you… the sole source your income… that income would immediately cease.

Personally, I believe it does not have to be that way for you.

You CAN still function as a chiropractor and have a business – an asset that generates revenue and income for your family even in the face of a tragedy.

What does it take to make this “quadrant shift”?

It requires a change in your thinking about what a true chiropractic business looks like, and how it should operate.

To make this shift, you need to begin thinking like a business owner and not thinking like a “service provider”.

To create a true chiropractic business… one that is not dependent on you, your time, your efforts, or even your existence… you need to build a practice that can provide chiropractic care (and whatever other ancillary services and products you may offer) apart from you.

This requires two things: a team and marketing systems.

Your team should be able to fulfill all of your patients needs. Your marketing systems should drive new patients into your practice and consistently increase their lifetime value.

Remember, as a chiropractic business-builder you’re creating a separate asset from you that is sustainable apart from your individual efforts. That’s how a true business-builder thinks everyday and acts. And that’s how you secure your family’s well-being, lifestyle, and future opportunities as a chiropractor.

Listen: I know what I’ve shared today most likely pushes you outside of your comfort zone. I know that. But I also know that operating the way most chiropractors do only sets your family up for disaster in the event something tragic were to happen to you (God forbid).

Ask yourself right now, “What would happen to my family if something were to happen to me?”

If your answer isn’t a positive one, start making the necessary changes and shift in mindset today. Start looking at yourself as a business-builder instead of just a chiropractor.

Start asking yourself everyday, “Is what I’m doing today making my practice more dependent on me or less?”

If your answer is “more”… you know what you need to do.

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Popularity: 1% [?]

Reading time: 3 – 4 minutes

If you view a substantial amount of chiropractic advertisements, like I do, you’ll often find most lacking 2 critical elements.

The first is far less lacking, but lacking nonetheless. It’s what we call “credibility boosters”. These are the elements within a chiropractic advertisement that overtly communicate and establish your credibility as a doctor.

It’s not enough, anymore, to simply put D.C. after your name. Every chiropractor has that. Today, you need to communicate all of the various elements that establish and increase your credibility.

For instance:

* How long have you been practicing?
* How many patients have you seen?
* Do you have any “celebrity” patients or patients known by your target market (i.e. local politician, police officer, teacher, business owner, etc.)?
* Have you had anything published?
* Have you had any media appearances?
* Have you contributed to any medical journals?
* Have you won any related awards?

All of these things help to communicate a greater level of credibility behind whatever it is you’re communicating to prospective chiropractic patients (and current patients).

But, credibility alone is NOT enough.

You must also communicate your “chiropractic track record”.

And, in most cases, this has a greater impact on prospective patients than the “credibility boosters” alone. Because track record communicates how chiropractic care with you, in your office, has actually delivered the sought-after benefits to patients.

In other words, what your track record shows prospective patients is your history of helping patients achieve positive outcomes, and lends proof to the claims of benefit you should be making in your chiropractic advertisements.

For instance:

* How many patients rave about chiropractic care with you?
* How many patients no longer have back pain thanks to you?
* How many patients no longer have neck pain thanks to you?
* How many patients don’t get sick as often now that they get care with you?
* What percentage of your patients enthusiastically refer family and friends because they benefit so much from your care?
* How many patients have you helped quickly recover from an accident or injury?

The objective behind proving your track record is to give prospective patients confidence that they can experience the benefits you’re telling them they’ll experience with chiropractic care in your office… just like so many others have before them.

Remember, it’s one thing to claim you can provide the benefits prospective patients are looking for. It’s an all together different thing to provide proof (track record) that you’ve done it for many, many folks before them… and are still doing it ever day even now.

Think of it like this:

When you’re interested in buying a new vehicle, a simple explanation by the sales-person of how great the manufacturer is, isn’t enough. You want to see some proof of how great they are (credibility boosters). But, you also want to see proof (track record) of how reliable the vehicle is. What’s it’s track record?

Same goes for you and your chiropractic advertisements.

Provide proof of your credibility and proof of your track record, and watch as your chiropractic advertisements attract a heck of a lot more prospective patients into your office.

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Popularity: 1% [?]

Reading time: 4 – 7 minutes

You’ve gone through chiropractic school. You learned about anatomy, physiology, and the elusive subluxation. You’re a master at adjusting the spine.

Now it’s time for you to become ensconced in your daily role as a chiropractor. Or is it?

Despite what most chiropractors have been taught and how most operate, your primary function as the owner of your very own chiropractic practice is NOT as the chief deliverer of chiropractic care.

Your primary function is in the acquisition and retention of patients.

It’s in the building, growing, and securing of your practice first and foremost. Because without a consistent and predictable method for acquiring and keeping patients long-term you practice will always struggle.

As my friend, mentor, and best-selling author, Michael Masterson, explains in his book Ready, Fire, Aim, there’s nothing more important or critical to an entrepreneur (something most chiropractors unfortunately don’t acknowledge they are) than a reliable method of acquiring and retaining new customers, clients, or in your case, patients.

In the early stages of the financial growth of your practice, your priority must be in the developing of that reliable patient-acquisition process. In other words, until you reach a certain critical mass in your practice, you should not take your focus off of developing a solid process or system for acquiring new patients.

Later, once you have that reliable system in place you can then shift a portion of your time and focus to the internal marketing of new services and products to existing patients. But, no matter how financially flush your practice gets, a portion of your time must always go to towards to maintenance of your new patient acquisition system.

You see, even though the bulk of profits in a chiropractic practice come from the marketing of long-term care and additional ancillary services and products to already-acquired patients, the long-term growth and security of your practice comes from the external, front-end marketing to acquire new patients. Without a solid system in place to consistently acquire new patients, your practice and cash flow will eventually diminish right along with patient attrition.

Patient retention, no matter how stellar it is in your practice, always entails the loss of a certain percentage of patients. It’s the nature of the beast. This is why it’s essential to have a process in place that regularly brings new patients into your practice.

The aim of your front-end marketing efforts is to find evergreen sources and marketing funnels that predictably bring new patients into your office.

This can include methods such as: monthly new mover mailings and sequences, small space lead generation advertising, pay-per-click advertising online, the friendly-neighborhood postcard process, direct mail list rental, and many other proven methods.

The point is just this:

There’s nothing more important to the life, security, and success of your practice short and long-term than being able to profitably acquire new patients every month. Not your knowledge of anatomy and physiology. Not the decor in your office. Not the quality or quantity of chiropractic tables your office has. And not your ability to “fix” a patient’s spine.

The lifeblood of any business… including your chiropractic practice… is the steady stream of new blood.

So, can you honestly say you have new patient acquisition nailed?

If not, analyze your time to see how much of it your spending on the priority of new patient acquisition compared to anything and everything else.

If you find you’re falling short in this area, here are some actions you should consider taking right away:

First, schedule time in your calendar EVERY WEEK to focus on finding media you can test new patient lead-generations effort within.

Second, commit to testing at least one new source of patient leads every month. Use lead generation to acquire the names and contact information of prospective patients from the new source, then those leads through a multi-step follow-up system to convert a percentage into paying patients.

Third, monitor the ROI you get from each new source of leads. For now, if you break-even on the initial acquisition of new patients, continue to run that campaign each month monitoring the ROI.

Lastly, start the process over each month, while continuing to monitor the existing break-even campaigns you have going.

Over time, what you’ll find is that some media and sources just won’t work for you. You won’t be able to break-even on the front. Those you’ll dump. But, as you do find sources of leads you can make work, your stable of new patient sources will grow.

The end result is that over time you’ll have several different sources of new patients that routinely bring you new patients every month.

You’ll have a reliable process for acquiring new patients, and you’ll be able then shift your focus to maximizing the profitability of those new patients coming into your office with back-end, internal marketing processes.

And that’s your primary role as the owner and operator of your own chiropractic practice.

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Popularity: 1% [?]

Reading time: 3 – 4 minutes

Without a doubt, I can quickly look at 2 different metrics (numbers) within your chiropractic practice, and predict – with relative accuracy – your future level of profitability as a chiropractor.

The two metrics I’m referring to are: Cost of New Patient Acquisition (COA) and Lifetime Patient Value (LPV).

COA tells us the average amount of money it currently costs you to acquire a single new patient. Whereas, LPV tells us how much the typical patient is worth to your practice over the lifetime of their care with you.

When COA is subtracted from LPV we can quickly see the average amount of gross profit your office is generating per patient.

For example, if you spend an average of, let’s say, $1,000 per month on marketing… and, on average you acquire 5 new patients… your COA is $200 ($1,000 divided by 5). If the average patient in your office is worth $700 over the life of their care with you… your gross profit per patient, in this case, would be $500 ($700 LPV minus $200 COA). In this case, acquiring $700 new patients at a cost of just $200 each is well-worth your time. It’s a highly profitable marketing process.

But, for most chiropractors their numbers are no where near the above example. Really worse; most chiropractors don’t even know their numbers. Or, at a bare minimum, most only know LPV without knowing their cost to acquire a single new patient.

Without intimately knowing both of those crucial marketing metrics, how can any chiropractor make an educated marketing decision? They can’t. Just like an investor can’t make an educated decision about a rental property without knowing the cost of the property and how much the tenants are worth to them. Even if they know one of those numbers it’s still not good enough. They need both. Just like you.

Armed with both metrics you can easily make decisions about whether you should continue, or forgo, a particular marketing campaign. You’ll be able to look past response rate – a poor assessment of a chiropractic marketing campaign’s profit value to your office – and see whether you’re losing money, breaking-even, or generating a profit, irregardless of response rate.

Response rate only tells you what percentage of people responded to your marketing and became a paying patient. It doesn’t tell us whether that response rate – good or bad – produced a loss or a profit. Only knowing COA and LPV does that.

So, make a commitment today to review your LPV every month. And, anytime you spend money on marketing or advertising, be sure you calculate the COA for that campaign. If you’re running multiple campaigns (i.e. advertisements) in a single month, be sure to calculate the COA for each campaign separately. Lumping them together dilutes the accuracy of the numbers significantly.

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Popularity: 1% [?]

Reading time: 3 – 5 minutes

I’ve studied goal-setting and goal-achievement pretty extensively over the past decade. And, as someone who regularly communicates with well over 7,000 chiropractors on a weekly basis, I believe I have a unique perspective on what it truly takes for docs to accomplish their annual goals and ambitions.

First, immediately dump the idea of creating and using a lengthy list of all of the things you want to accomplish this year as your achievement guide. An attempt to focus on too many ambitions will almost always result in a lack of focus and accomplishment with any of them.

Instead, take out a blank piece of paper and divide it into 4 quadrants labeled: Health Goals, Wealth Goals, Financial Goals, Social Goals. Then, within each category write down your top 2-3 goals for this year. This will not only ensure you limit your efforts to a maximum of 8-12 high-priority goals, it also ensures you maintain a balanced lifestyle.

I was first exposed to this little method of goal-setting by one of my mentors, MM, and have since been quite impressed with its simplicity and power. But, frankly, goal-setting alone without a plan for achievement is worthless. So let’s discuss the easiest and most effective method I’ve used, and have seen used, to ensure you actually go on to achieve those 8-12 goals you divided among those 4 quadrants.

After you’ve decided on your top 8-12 annual goals, it’s now time to decide on the 12 milestones you’ll need to hit throughout the year (each month) to progress to the “finish line”.

In other words, you need to determine what outcome has to occur each month (for each of your annual goals) so by year’s-end you’ve accomplished all of them. If, for example, one of your goals is to write a book about spinal health, each of your 12 milestones could be a completed chapter. On a separate piece of paper or index card, write each of the 12 milestones down.

Once you’ve noted your monthly milestones, it’s now time to decide what needs to be accomplished in the upcoming week to move you closer to the needed monthly outcome. In essence, here, you’re really just breaking down the monthly milestones into weekly objectives. You don’t have to plan and plot out each week in advance. This can simply be done at the beginning of each week after a brief review of your monthly milestones and an assessment of where you’re at with each for the month. Once decided, write your weekly objectives on a separate piece of paper.

Finally, every day – using your weekly list of objectives -write down on a separate piece of paper or index card what specific tasks need to be done today to progress toward the accomplishment of each weekly objective. Then, put each and every one of the tasks into your daily calendar for today with a specific start and stop time.

Every morning for the rest of the week, consult the sheet of paper with your weekly objectives written on them to determine what tasks needed to be completed by day’s end. At the end of each week, take out a separate sheet of paper and write down the following week’s objectives to hit while reviewing your monthly milestones.

What I really like about this simple method of goal-setting and goal achievement is that it keeps your most important initiatives out in-front of you every single day. And, it gives you a clear and specific guidepost for what needs to be done daily to make progress toward your most important goals every single day.

As long as you make the commitment to accomplish everyone of those daily tasks each day… by the end of the year you’re guaranteed to achieve all of your most important goals.

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Popularity: 1% [?]

Reading time: 3 – 5 minutes

The easiest possible way to increase your chiropractic patient-base is ironically quite obvious, yet so few chiropractors do it. You can instantly increase your number of active chiropractic patients simply by regaining your inactive patients.

According to Jay Abraham, often referred to as America’s Highest Paid Marketing Consultant, “Most people stop buying from you [getting chiropractic care] for one of three reasons:

1. Something totally unrelated to you happened in their life that caused them to temporarily stop dealing with you. They intended to come back, but they’ve just never gotten around to taking action and doing business with you again.

2. They had a problem or unsatisfying last purchase experience [office visit] with you that they probably didn’t even tell you about. So they’re turned off to you or your company [office].

3. Their situation has changed to the point where they no longer can benefit from whatever product or service you sell.”

Obviously, number three does not apply to chiropractors since everyone can benefit from care on an on-going basis. So, we’re left with two of the three reasons for why patients stop getting care with you.

Once again, according to Abraham, “Over one-half of the client attrition I see is the result of loyal, satisfied clients who only intended to temporarily stop doing business [getting care] but never quite got around to starting back up again.”

Between those patients and the others who possibly had a single poor experience in your office – for whatever reason – and you should quickly see that about 80% of your lost patients didn’t leave for an irreparable reason. And, with the right contact approach, you could easily win a significant percentage them back into your office, adding a nice boost to your weekly PV.

Start by contacting inactive patients and honestly, humbly and sincerely expressing your heartfelt concern for their well-being. Your entire point of focus in this contact should be on them and their well-being. Not on you and your office.

After expressing your sincere concern, ask them, “Is anything wrong?”. “Have we done anything in the office to offend or upset you?”

Continue by letting them know that the entire office staff would welcome them back with open arms… and in fact… would be willing to extend a complimentary office visit if that’s what it would take to show them how important their well-being is to you.

This can be done over the telephone, via direct mail, or – like I recommend – via email.

The beauty with email is that a multi-touch reactivation campaign can be fully automated. Anytime a patient goes inactive, your office staff can take 2 seconds to trigger the mult-step reactivation campaign, and a series of reactivation emails will get sent to the lost patient over a series of weeks.

Done, like I’ve shared, you can easily and often consistently see over 50-60% of your lost patients come back for care.

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…reactivated 2 patients who hadn’t been in since 2005!

“First and foremost…LOVING my dashboard! I reactivated 2 patients who hadn’t been in since 2005!” – Dr. Rachel Weissman, Chiropractor

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Popularity: 1% [?]

Reading time: 3 – 4 minutes

There’s a common marketing strategy in the newsletter publishing world that chiropractors can use to get new patients.

It’s a bit advanced. But, if you’re willing to get out of your comfort zone, this strategy can certainly create quite a stir for your practice.

Let me first describe the way this marketing strategy works for newsletter companies. Then, I’ll explain how you can quickly adapt it for your chiropractic practice.

Let’s take a political newsletter like Newsmax, for example. As I write this; they’re running a successful marketing campaign off of the back of Sarah Palin’s new book. (You can see it here.) They’re running offline and online ads offering a free copy of Sarah Palin’s book. The book, of course, comes with a trial subscription to the Newsmax newsletter.

This an incredibly savvy marketing strategy, because as you’ve heard me say many times before, “Effective marketing starts by jumping into the conversation already going on in the mind of your prospect”. In this case, their piggy-backing off the existing popularity and buzz surrounding Sarah Palin’s new book. They’re leveraging the attention the book is already getting and using it to drive subscriptions to their newsletter. It’s very smart.

And, because they know their marketing numbers – the amount of money the average new subscriber is worth to their company – they know what they can afford to spend to acquire a new subscriber. In this case, they know they can profitably afford to buy these books at wholesale to use as part of their customer acquisition marketing.

Once you know your numbers – what the average patient is worth to you over the lifetime of their care and what your prospect-to-patient conversion rate is – you can use this same strategy to generate new leads and paying patients.

For example, anytime there’s a health, wellness or fitness book on the bestseller list, featured on Oprah, or getting lots of buzz in the media, you can use that to generate prospective patient leads. You could, for instance, offer a free copy of the book with attendance to a health talk in your office. As long as you know what your typical conversion rate is of attendees to paying patients, this could be a very profitable method of getting lots of folks in your office and started with care in your practice.

In addition, since local news publications love local twists on national news, you could issue a news release to several sources, potentially getting additional PR and buzz, and an even greater influx of patient leads.

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Popularity: 1% [?]

Reading time: 2 – 4 minutes

Odds are there is something you’ve been taught or something you’ve picked up over time that is either consciously or sub-consciously slowing you down on your journey to wealth as a chiropractor.

These are often referred to as self-limiting beliefs: beliefs you hold about certain things that aren’t necessarily accurate that prevent you (or slow you down) from achieving your goals.

For example, you may hold self-limiting beliefs about marketing or advertising your practice. Or about “selling” chiropractic care. Or about the chiropractic profession as a whole. Or, even about your deserving of success or failure.

Regardless, you need to identify your self-limiting beliefs and remove them from your psyche if you want to open up the roadway to your goals.

Fortunately, this doesn’t have to be a convoluted process. Here are three simple steps you can take to rid yourself – one at a time – of any belief that may be holding you back.

Step #1: Identify a false self-limiting belief you hold that you feel has directly impacted your actions or thought-process in a way that has slowed-down or prevented you from achieving your goals in 2009.

Step #2: Make the commitment to simply reject that belief. Don’t get into an internal debate over the potential logic or rationale behind the belief. Simply reject it. Decide that you are no longer going to accept that belief as a truth.

Step #3: Take action or actions as if you do not hold that belief. In other words, act as if you don’t have that self-limiting belief anymore (cause you don’t). Whatever it is that you would do if you didn’t hold onto that self-limiting belief, do it. And, do it as soon as possible.

By spending time on a regular basis analyzing and thinking about your beliefs (as they relate to your chiropractic practice) you’ll expose the false self-limiting beliefs that have been holding you back. Over time, as you apply these 3 simple steps to each of those self-limiting beliefs, you’ll see your rate of success speed significantly.

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Popularity: 1% [?]

Reading time: 3 – 4 minutes

As a chiropractor, there’s possibly no better, cheaper, faster way to get new patients than this.

It targets only the most interested potential patients who have expressed a desire to learn more about chiropractic. Focuses on only the most local individuals to your practice. And, in many cases, generates new patient leads for you for as little as .01 cent.

And, according to one expert’s opinion as reported on CNBC last night, this new patient acquisition method is provided by, “the most successful company in the history of the world”.

The company I’m talking about is Google. And, the .01 cent new patient acquisition method I’m referring to is Adwords – Google’s pay-per-click service.

If you’re not familiar with pay-per-click marketing, here’s a quick 4-step breakdown of how it works:

Step 1: You identify the words and phrases prospective patients type into Google when looking for more information about chiropractic care or a chiropractor in their area. For example, “chiropractic office in Boca Raton” or “chiropractor in South Florida”.

Step 2: You tell Google which words and phrases, when typed into the Google search-box, you want an ad displayed for your practice. Once this is done, Google will ONLY display your ad when one of these words or phrases are typed into the search box.

Step 3: You tell Google where searchers must be located if they are to display your ad. You can even narrow it down to certain towns, zip codes, or within a certain radius of your practice.

Step 4: You tell Google how much you’re willing to spend for a searcher to click on your ad after they search Google with one of your words or phrases, and after Google confirms they live within the local area you’ve specified. You can bid as little as .01 cent. More common is closer to .10 cents. And, you can even tell Google the maximum you’re willing to spend on any given day (as little as $1, if you’d like).

And, that’s it.

Google will then display your chiropractic ad when searchers in your geographic area search Google for one of the words or phrases you’ve specified.

Set up correctly, this can very quickly generate hundreds of prospective patient leads for you.

In fact, if you’re not using the Google Adwords pay-per-click system right now, you can be up in running, with an ad being displayed and new patient leads being generated, in as little as 45 minutes.

Think of Adwords and pay-per-click marketing like this:

You get to target local people exactly when they’re searching for information about chiropractic; you get to pay as little .01 cent each to bring them to your chiropractic website; and you only pay when they actually see your ad AND click on it bringing them to your website.

There’s no other chiropractic marketing method or opportunity as good as that.

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Popularity: 1% [?]

Reading time: 2 – 3 minutes

The other day while reading the Wall Street Journal, I came across an article which discussed what I immediately saw as a time-sensitive practice-building opportunity for chiropractors.

The article started as follows: “It’s that time of year when darkness descends like a heavy blanket beginning in mid-afternoon in much of the country. For some people, it also brings a desire to stay in bed and wait for spring”.

The article continued with an introduction to and explanation of Seasonal Affective Disorder. Or, as it’s more commonly referred to: the Winter Blues.

“Seasonal affective disorder, or SAD, affects an estimated 6% of Americans, causing depression, lethargy, irritability and a desire to avoid social situations. It can also create an urge to overeat, particularly carbohydrates. As many as 15% of people in the U.S. may have a milder version that includes only some of these symptoms”, the article reported.

That’s an estimated 21% of Americans with some form of symptoms related to the Winter Blues.

For the astute chiropractor, this presents a superb practice-building opportunity.

You can easily offer a 60-minute free teleseminar about natural methods for equipping the body to better handle SAD. Of course, one of the main ways would be chiropractic care in your office.

You could run a small-space ad in the local newspaper advertising the free teleseminar. Ideally, the call-to-action in the ad would send prospects to a web page where they would need to enter their name and email address to register for the teleseminar and get the call-in details.

Done correctly, this could easily bring you a small handful of new patients. At worst, it builds you a little list of future prospective patients you could then follow-up with on a regular basis.

Point is just this:

Anytime there’s a group of people with a problem chiropractic care can solve or help with, it presents you with an opportunity to offer free education and promote chiropractic care in your office. And when there’s a group of people with a problem nobody else is really addressing… your opportunity to become their savior is even better.

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Popularity: 1% [?]

Reading time: 3 – 4 minutes

Being the day before Thanksgiving, I have a 30-minute “task” for you that will add an exciting new dimension to your life, boost your overall health and well-being, and… flat out… make you feel good.

Recently, the University of California published a summary of results from a series of highly focused, cutting-edge studies on the nature of gratitude, its causes, and its consequences.

Below are just some of their findings:

* In an experimental comparison, those who kept gratitude journals on a weekly basis exercised more regularly, reported fewer physical symptoms, felt better about their lives as a whole, and were more optimistic about the upcoming week compared to those who recorded hassles or neutral life events (Emmons & McCullough, 2003).

* A related benefit was observed in the realm of personal goal attainment: Participants who kept gratitude lists were more likely to have made progress toward important personal goals (academic, interpersonal and health-based) over a two-month period compared to subjects in the other experimental conditions.

* A daily gratitude intervention (self-guided exercises) with young adults resulted in higher reported levels of the positive states of alertness, enthusiasm, determination, attentiveness and energy compared to a focus on hassles or a downward social comparison (ways in which participants thought they were better off than others). There was no difference in levels of unpleasant emotions reported in the three groups.

* Participants in the daily gratitude condition were more likely to report having helped someone with a personal problem or having offered emotional support to another, relative to the hassles or social comparison condition.

* In a sample of adults with neuromuscular disease, a 21-day gratitude intervention resulted in greater amounts of high energy positive moods, a greater sense of feeling connected to others, more optimistic ratings of one’s life, and better sleep duration and sleep quality, relative to a control group.

* Children who practice grateful thinking have more positive attitudes toward school and their families (Froh, Sefick, & Emmons, 2008).

It’s clear – from studies and personal anecdotal evidence – that spending time each day reflecting on the aspects of your life your grateful for is both healthy and rewarding.

So, with the Thanksgiving holiday upon us, here’s a little 3-step exercise for you.

I call it the Chiropractic Gratitude Intervention:

Step #1: Spend 20 minutes thinking about and writing down all of the things in your life you’re grateful for.

Step #2: Spend 10 minutes meditating on one of the things on your Gratitude List. Think about why you’re grateful for it. How thankful you are for having it in your life. Think about what it truly means to you.

Step #3: Each day going forward, spend 10-minutes meditating on another item on your Gratitude List. As you realize you have new areas, items, or aspects of your life to be thankful for, add them to your Gratitude List and the daily meditation rotation.

As I said, engaging in this little “intervention” will add an exciting new dimension to your life, boost your overall health and well-being, and make you feel good.

Source: http://psychology.ucdavis.edu/labs/emmons/

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Popularity: 1% [?]

Reading time: 2 – 4 minutes

What is true chiropractic practice stability?

Well, “resistance to change, especially sudden change or deterioration” is one of the ways dictionary.com defines the word stability.

“Deterioration” is the word in that definition that strikes me most. Because, according to the same site, anything that deteriorates “becomes worse or inferior in character, quality, value, etc.” It “disintegrates or wears away”.

And that’s why a quick discussion of exactly what creates true stability for your chiropractic practice is so important. Because creating stability in your practice is what prevents your patient-base, office cash flow, personal income, and lifestyle from deteriorating, disintegrating, wearing away, or becoming worse or inferior over time.

So, what creates a stable chiropractic practice?

It’s not the right location. Or your knowledge of anatomy and physiology. Or a whopping lifetime patient value. Or a growing catalog of products and services. Or even quality of care, for that matter.

Stability in your chiropractic practice comes solely from developing and maintaining an effective and affordable system for acquiring new chiropractic patients. I call this your Optimal Patient-Acquisition System (OPAS).

Even though the profits in a chiropractic practice come from the backend (all of the revenue generated AFTER the patient is acquired), stability and growth comes from the front-end (the acquisition of new patients).

Introducing massage therapy, supplement sales, nutrition counseling, lifestyle coaching, etc., are all great sources of backend revenue. And, I recommend them.

However, without a steady stream of new patients coming into your practice, your backend revenues from ancillary products and services are limited and will eventually dry up.

This is why the development of your Optimal Patient-Acquisition System (OPAS) is the first and most important order of business for any chiropractor. Until you have the optimal patient-acquisition system in place for your practice, nothing else should take priority. Nothing.

Think of it like this:

Profits come from the backend of your practice – all of the revenue generated after a patient is acquired.

Stability and growth come from the front-end and your OPAS.

When building your practice, first establish it on solid ground (stability). Then, and only then, build it higher and higher (profits).

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Popularity: 1% [?]

Reading time: 4 – 6 minutes

It’s a deleterious error most chiropractors unknowingly commit…

The miscategorizing of their practice marketing as an expense, instead of what it really is (when done correctly).

Marketing and advertising, for an overwhelming majority of chiropractors, most certainly ends up in the expense area of the practice P&L and is often the very first line item cut when practice cash flow dips or wanes.

Frankly, this is understandable when you look at the type and method of chiropractic marketing most docs are using today. Brand, institutional marketing. Void of any emotion or benefit. Lacking any compelling hook or unique big idea.

For most chiropractors, their practice marketing truly is an expense. Most often, docs either don’t receive a positive return on their investment from their chiropractic marketing efforts, and/or they just don’t have proper tracking in place to know one way or another. Fact is; most chiropractors are using the wrong type of marketing, with the wrong type of marketing message, and getting the wrong type of results. And, so, for these docs, categorizing their marketing as an expense is wise.

But, for the savvy chiropractor, doing the correct type of marketing, with the correct type of marketing message… they’re getting the correct type of results…

A positive ROI (return on investment).

And for these doctors… doing things “correctly”… their marketing is not an expense. It’s an investment. An investment which gets returned to them in the form of new patients and greater cash flow.

Correctly, in this case, means: with foundational direct response marketing principles. All chiropractic marketing pieces have a compelling headline, a focus on the prospective patient, benefits, a USP, an irresistible offer, and a clear and concise call-to-action. In addition, the chiropractors doing things correctly have tracking systems in place to hold every marketing dollar invested accountable for a return on investment. Just like you would with a dollar invested in a stock, mutual fund, or T-Bill.

Point is – true chiropractic marketing is an investment.

It’s not like money spent on utilities or office insurance. Money put towards the marketing of your practice should only be considered an expense when it’s spent on wasteful, unproductive, ineffective advertising. [Sadly, most promotional methods being peddled to chiropractors these days falls under this heading. But, that's a topic for a different day.]

Understand, when you’re investing capital in effective direct response chiropractic marketing for your practice, your return on investment will be there. At a bare minimum, you’ll breakeven on the front (acquisition of new patients), allowing you to generate your profit on the subsequent office visits and payments from these new patients. Either way, if every time you invest a dollar in chiropractic marketing you make back $2 immediately, or $1 now and $1 in a month from now… you’ve made a wise investment.

In this case, it’d be foolish to forgo an investment vehicle like this. And, that’s what I want you to really understand and grasp today…

When you’re using the correct type of chiropractic marketing in your office, and you’re experiencing a positive or breakeven ROI on the frond-end, your marketing should never be considered an expense. Not only should your “marketing budget” never be reduced or cut when you’re trying to reduce “expenses”… ultimately, you should be eager to increase the amount of money you’re investing in your chiropractic marketing efforts. Again, if every time you invest $1 you make back $2… wouldn’t you be excited to invest as many $1’s as possible?

Of course you would. And, you should feel the same with your chiropractic marketing.

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Popularity: 2% [?]

Reading time: 2 – 4 minutes

If chiropractors are at all like the folks in this famous Harvard Business School study… 3 percent of docs will make TEN TIMES the amount of money the average chiropractors bring home.

The study I’m referring to is one that was conducted with graduates of the the Harvard MBA program in 1979.

According to Mark McCormack, author of the book What they don’t teach you at Harvard Business School, graduates were asked, “Have you set clear, written goals for your future and made plans to accomplish them?”

“Only three percent of the graduates had written goals and plans; 13 percent had goals, but they were not in writing; and a whopping 84 percent had no specific goals at all”, McCormack reports.

A decade later, the members of that same graduating class were interviewed again, and the results, while expected, are nonetheless staggering.

“The 13 percent of the class who had goals were earning, on average, twice as much as the 84 percent who had no goals at all. And what about the three percent who had clear, written goals? They were earning, on average, ten times as much as the other 97 percent put together”, says McCormack.

Coincidence?

Maybe. Not likely though.

Fact is, the chiropractors who set specific goals, create plans to achieve those goals, and then take focused action on those plans daily, are sure to achieve substantially more than their fellow docs.

How much more? I don’t know. But, more.

Personally, I believe the rarest, yet most valuable step in that “goal-getting triad” is: taking focused action on your plans DAILY.

Goal-setting and planning is great. But, without consistent, focused action on those plans, everything else is meaningless.

At the end of the day, what ultimately determines the level of your success and accomplishments is NOT your thoughts, dreams, wishes, goals, or plans. It’s the actions you take every day based on each of those things.

As we rapidly approach the end of another year I would urge you take some quiet time to ponder and reflect on your behaviors, habits, and actions of the previous 10 months or so.

Then, spend time getting clarity on your most important goals for 2010. Even better; narrow down your list of goals to one primary goal of greatest importance to you. Then, create a doable plan to achieve that goal in 2010. And, finally make a commitment to take action EVERYDAY towards the achievement of that one primary goal.

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Popularity: 1% [?]

Reading time: 2 – 4 minutes

Day-to-day management of office staff is not always a walk in the park. But, with a simple shift in your attitude, you can ensure you get and keep everyone on your team “right”.

Many years ago, while working as a vice president of training at a company that owned eight premium 40,000 sq. ft. health clubs, I learned a lesson about managing staff I’ll never forget.

It’s not only allowed me to better manage, control and lead a staff of employees; this same lesson has helped me maintain the sanity within many of my personal relationships.

It’s a principle based on eliminating the overwhelming cause of most ineffective management styles.

Sadly, most managers operate from a position of fear. Often, managers are afraid to say certain things to their staff for fear their staff will get angry and/or possibly resign. So, managers often bite their tongue, holding back what they would ideally like to say to an employee, and instead have a watered-down discussion or reprimand.

The result is a staff that’s never fully corrected, managed, or lead. And, a manager never fully satisfied with the performance of their team.

Instead, you need to adopt the attitude of…

Be Willing To Lose Them To Get Them Right!

In simple terms, that just means you need to be willing to have the tough, uncomfortable conversations with staff if you ever hope to get your relationship with them, and their performance, where it needs to be.

You can’t operate as a manager from a position of fear. You can’t be afraid that if you say certain things to your team they’re going to get pissed and/or quit on you. Instead, you have to be willing to lose them if you ever hope to get them right.

In other words, you always… ALWAYS… must say whatever it is that needs to be said to staff as a manager and leader. You must adopt the mindset that the tough conversations are the exact ones that are going to have the greatest positive impact on your staff performance and ultimately your chiropractic practice.

Think of it like this…

When you’re brutally honest and forthright with your staff one of two positive things will happen:

1. You’ll get your staff operating at the level your chiropractic practice deserves of them.

2. They’ll resign because they’re not willing to live up to your office needs.

Either way, you’re better off.

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Popularity: 1% [?]

Reading time: 2 – 3 minutes

This is certain to be a game-changer for chiropractors marketing online…

According to a USA Today article published THIS MORNING, “There’s a new race on the Internet and, like most races, it’s about speed”.

The way prospective chiropractic patients find and get information about you (and from you) is about to change radically online.

When a prospective patient goes to Google, Yahoo or MSN to search for a chiropractor or information on local chiropractic offices, the search results will very soon display what they call “real-time results”.

Search engine results will, of course, continue to include the traditional websites. But… BUT…

They will now include instant access to certain social media site, especially Twitter.

This means every Tweet (public post on Twitter) will have the enormous potential to get listed in the top search results on sites like Google, Yahoo, and MSN.

This is also why an automated tool like the Chiropractic Twitter Machine is so valuable…

Because it does all of the Twitter marketing for you on complete autopilot.

According to Sean Suchter, general manager of the search technology center at Microsoft, “This is going to become mainstream very fast”.

Google already inked the deal last month to start displaying Tweets in their results.

Yahoo is working with start-up OneRiot and others to display real-time search results.

And, there are tons of start-ups clamoring to get in the game with real-time search results, including LeapFish, Factery and Aardvark.

In a nutshell, what this means is this:

The major search engines like Google, Yahoo and MSN will be looking for relevant Tweets to list in their search results.

Right now, because so few chiropractors know anything about Twitter, there’s a golden opportunity for you to dominate the listings with optimized tweets.

And, with a tool like the Chiropractic Twitter Machine… ALL of the work is done for you. Literally… ALL of the work.

Now is the time to strike while the iron is hot. Don’t wait until every other chiropractor gets the jump on you with this change.

Check out the Chiropractic Twitter Machine now.

P.S. We’re already seeing Tweets listed in the search results on Google.

You might seriously consider all of the reasons to start using this strategy right away.

Check out the Chiropractic Twitter Machine now.

Popularity: 1% [?]

Reading time: 2 – 2 minutes

With news, alerts and vaccine updates about the Swine Flu so pervasive today, folks are clamoring for guidance they can trust.

That’s where you come in…

As a chiropractor, during this tumultuous time, you have an opportunity to rise to the occasion and offer patients and prospective patients the direction they so desperately crave.

Right now is an opportunity for you to solidify yourself as an extremely valuable health and wellness resource. And, in the process, attract lots of new patients, while retaining your existing patient-base.

You should be updating patients on swine flu discoveries, findings, and reports on a frequent basis. This will establish your as a trusted advisor and valuable health resource.

* It will keep you and your chiropractic practice in the forefront of patients’ minds.
* It will deepen and strengthen your relationship with patients (a critical aspect of decreasing attrition).
* It will keep patients actively engaged and anticipating new communications from you.
* And, it will provide you with additional reasons to contact prospective patients, as you deliver needed and wanted news and guidance about the swine flu.

Here is a great resource for alternative news, information, and research on the swine flu… that you can use when speaking with and educating patients – CLICK HERE

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Popularity: 1% [?]

Reading time: < 1 minute

This morning I stumbled across an interesting observation…

As of the writing of this blog post, the Oakland Raiders have only won 2 of their last 7 games.

According, to a staff member for the team posting on the RaidersFans.net forum, the Oakland Raiders are the only team in the NFL who do not provide their players with regular chiropractic care.

Just another reason to love my Steelers.

Popularity: 1% [?]

Reading time: 2 – 4 minutes

In 1895, the U.S. Supreme Court ruled that an income tax was unconstitutional.

Within just 18 years, the income tax was made a permanent part of our society when the 16th Amendment was passed in 1913.

Fact is; radical, sweeping change is often a regular part of life. Especially in business.

It was only a couple of months ago the Federal Trade Commission made automated voice broadcast calls (robo calls) illegal without written permission.

Prior to that, the FTC radically changed the laws for FAX broadcast.

Coming December 1, 2009, the laws for testimonials in marketing and advertising shift considerably.

Once those changes are enacted, the FTC will be moving on to something known as “negative option marketing”, to make sure the laws pertaining to its use also change radically.

Who knows what’ll be next!

What does all of this talk of legislation change and FTC have to do with you and your chiropractic practice, you may be wondering.

A heck of a lot.

With the reality of marketing and advertising… not to mention… practicing laws, ever changing, chiropractors always need to be on-guard, prepared and equipped to withstand any possible change, shift, or modification to what they’re allowed to do by law.

This is especially true with your chiropractic marketing and practice-building plan.

And, is exactly why you never… EVER… want to be reliant or dependent on just one new patient-acquisition method, tactic, or strategy.

When you’re overly dependent on any one thing; you, your practice, and your income are all extremely vulnerable.

What would happen to your practice if, tomorrow, the one patient-acquisition method you rely on becomes illegal?

Don’t think it can’t happen.

It can.

Just ask the folks who were solely reliant on FAX broadcast.
Or the folks solely reliant on voicebroadcast.
Or the folks solely reliant on non-permission-based email marketing.
Or the folks solely reliant on renting DMV direct mail lists.

All of those things were at one time completely legal and commonplace practice. Not anymore.

And, for those companies who weren’t prepapred for that… well… they’re either no longer around or struggled quite a bit scampering to figure out what they were going to do to keep their business going and growing.

Don’t let that ever happen to you.

Don’t put yourself in that position. Ever.

Make sure you have a “diversified portfolio” of marketing tactics and strategies that make up your overall practice marketing plan.

Don’t… DON’T… put all your new patient-acquisition eggs in just one basket.

Because if something happens to that one basket… you’re screwed.

Popularity: 1% [?]

Reading time: 4 – 6 minutes

There’s a simple strategy that will transform even the most inefficient chiropractic office into a well-oiled, firing-on-all-cylinders, machine of an office.

It reduces the pressure on your staff, decreases their workload, and… hence… boosts their morale in the process.

Best of all… specific to marketing… this simple strategy will bring you consistent and predictable results every week, day, and month.

Interested?

Good. Than I’ll explain.

The reason for most inefficiency within a chiropractic practice is usually the lack of systems or the lack of properly planned and executed systems.

The reason for most inefficiency within the marketing and practice-building efforts of your typical chiropractic practice is being “people dependent” or “people driven”.

In other words, if your marketing and practice-building efforts are overtly dependent on specific daily and/or weekly actions from your staff… you have a “people-driven” marketing plan.

And, anytime you have a “people-driven plan” for your marketing; you’re very likely to have inconsistencies with action and results.

Think about it. People get sick. People forget. People take short-cuts. People don’t show. People get bored. People lose focus.

And, your patient-acquisition and practice-growth will suffer for it. Not too mention… so will your staff morale and retention.

So, if having a “people-driven plan” for marketing is the bane of most chiropractic practice-building efforts… what’s the correct type of plan to have?

A systems-driven plan; that’s what type of plan.

In other words, you don’t want your marketing plan overly executed by people – which is never as efficient as it could be, and leads to a lack of consistency with results…

You want a marketing plan executed by systems.

In this case, systems that are driven by technology.

With a “systems-driven” marketing plan you get consistent actions, consistent and predictable results, and a steady growth in your patient-base, cash flow, and personal income.

Why?

Because technology-driven systems never get sick. They don’t forget. They don’t take shortcuts. They never get bored. They never lose focus. And they show up every day without fail. Think about it.

Not too mention… when you have technology-driven marketing systems driving your practice growth you have a happier, more enthusiastic staff.

Because they’re not burdened with the monotonous activities that need to be done to grow a chiropractic practice (i.e. following up with leads and referrals, delivering a welcome message to new patients, generating networking partners and referrals, etc.)

Let me give you a real-world example of how this would work for you.

Let’s take a look at the typical experience a chiropractor has with the Chiropractic Dashboard.

First, you get to look like a saint when you deliver the great news to your staff that they don’t have to place reminder calls for appointments anymore…

no longer have to follow-up with leads…
never have to call and try to reactivate inactive patients…
never have do any wasteful networking…
never have to remember to send birthday cards to patients….
never have to ask patients for referrals…
never have to make time to follow-up with referrals…
…and never have to schedule the delivery of patient-education material.

Why???

Because, without any work needed to be done on their part or your part… patients are getting a reminder emails 48 hours prior to their appointments… inactive patients are receiving emails, audios, and a video from you bringing them back in to your practice… local business owners are being contacted and sent Golden Tickets to come into your office for care… referrals are being requested from patients right over your website, and their referrals are immediately getting prompted to call your office… and every month every patient, lead, referral, and networking partner is receiving a multi-media newsletter and Wellness audio program from your office…

… all automatically thanks to the technology and systems driving your marketing.

Notice, in the Chiropractic Dashboard example above, that regardless of whether your office is open or closed, your working or on vacation, your staff quits or gets terminated, or your conscious of your marketing or it slips your mind… your practice marketing is happening – without fail – every day, day-in and day-out.

Your practice marketing becomes extremely efficient because it’s consistent thanks to the technology-driven systems. And, your staff is freed-up to focus on other activities or tasks while your marketing systems are doing the heavy practice-building lifting.

Think of it like this:

The more dependent your practice growth is on the actions and activities of “people”, the more vulnerable your results are to inefficiency.

The less dependent your practice growth is on “people”… and the more dependent it is on technology-driven systems… the more efficient, more consistent, and more reliable your results will be.

Period.

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Popularity: 2% [?]

Reading time: 5 – 8 minutes

Ugh!…

I spent about 20-minutes just trying to figure out how to start this blog post.

I couldn’t figure out for the life of me the best way to start off a post about something so exceptional, so powerful, and so transformational as what I’m about to share with you.

The “4 U Formula” for crafting powerhouse chiropractic advertisements and marketing pieces is one of the most valuable gems of information I believe any serious chiropractor can get a hold of.

Use it as I explain in the rest of this post, and… without question… it will have a catapulting impact on the volume of new patients your current chiropractic marketing is producing.

Listen…

This is no joke.
It’s not hype.
And, it’s not fluff.

The “4 U Formula” for creating gangbuster chiropractic advertisements and marketing pieces can very quickly flood your chiropractic practice with leads and new patients.

It comes straight from one of the most successful advertising writers of all-time, Gary Bencivenga.

It’s been tested with well over a million-dollars in advertising buys.

And, it’s been proven to produce major dollars in ROI for over a decade (if not more).

So… please… PLEASE… do NOT take what you’re about to read lightly.

The next handful of paragraphs contain a surefire formula that could quite easily triple or quadruple the number of new chiropractic patients your current marketing is bringing you every month. And, do it the first time you put the “4 U Formula” to work for you.

So, without further ado, let’s get to it…

There’s a combination of 4 elements every one of your chiropractic marketing pieces and advertisements must contain if you want them to bring you the maximum number of new patients and return on your investment.

This combination of 4 elements is what we call the “4 U Formula”.

And here it is:

Urgent Problem + Unique Solution + Undeniable Proof + User-Friendly Proposition = Maximum Response

Let’s go through each one to make sure you fully understand what they are and how to use them.

Urgent Problem:

As you’ve undoubtedly heard me talk about many times before… what prospective patients care about most is how you and your chiropractic practice CAN HELP THEM.

What they’re looking for is the best, most effective way to solve whatever problem they have.

And, the more pressing and urgent that problem is, the more likely they will be to take action.

For example, someone who is told they have a couple of blocked arteries is much more likely to take action than someone who is just told they have high cholesterol.

So, anytime your chiropractic marketing focuses on and addresses one of those urgent problems (i.e. bad back pain, neck pain, accident recovery, etc.) the more compelling and attention-getting the message will be.

Unique Solution:

It’s obviously not enough just to focus on prospective patients’ urgent problems. You also need to present a solution. A unique solution.

Most chiropractors get the fact that they need to advertise their care as a solution with benefits to the prospective patients. But, what most chiropractors don’t understand is that the solution they present must be different and offer unique benefits compared to everything else being offered.

Your aim with your chiropractic marketing is to address an urgent problem, then present a totally unique way you’re going to solve that problem with care in your office.

In other words… it’s not enough to just talk about chiropractic care. You have to address what makes chiropractic care in your office totally unique.

Undeniable Proof:

Proof is one of the most neglected elements of typical chiropractic marketing. Yet, it’s also one of the most persuasive elements any chiropractic advertisement can have. I would go as far as to say that adding in proof for your chiropractic advertising claims is probably the single most beneficial thing you could do for your chiropractic advertisements.

What do I mean by proof?

Even more important… what do I mean by undeniable proof?

Just this:

Any and EVERY claim you make in your chiropractic marketing (for what you can do for a prospective patient) must…. MUST… be backed up with undeniable proof. Marketing without proof is nothing more than random claims.

Yes, you need to make bold claims about what patients will experience with you. BUT, you need to prove it in your marketing.

This can be done with testimonials, case studies, facts, figures, medical or scientific studies, charts, graphs, etc.

Point is; you need to view your marketing claims like a trial attorney views their closing arguments. Everything you say must be backed up with undeniable proof in order for your audience to accept what you say as believable and true.

User-Friendly Proposition:

Finally, every chiropractic advertisement or marketing piece must ultimately lead to a proposition or offer of some sort.

A user-friendly proposition is just a fancy way of saying “a comfortable offer that seems like a logical extension your marketing message”.

In other words, even though you’re going to make a time-sensitive ‘patient acquisition’ offer of some sort… it’s not going to feel high-pressure or like it came from left field.

Your offer should be a logical and welcomed extension of the message you’ve delivered in the marketing piece. Readers should be appreciative of the offer based on the message you’ve shared with them in your chiropractic advertisement.

Remember, if you’ve addressed their urgent problem… presented a unique solution… and backed it up with undeniable proof… they’ll be eager and excited to take the next step and have you help them.

And this is exactly why the ‘4 U Formula’ can quickly lead to such a magnificent increase in the number of new patients coming into your office. And, FAST!

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Popularity: 1% [?]

Reading time: 4 – 6 minutes

My father once told me about a guy he went to High School with in the Bronx that forever changed my perspective on names and titles.

The other day I was reminded again of this same memorable lesson, thanks to the product development “geniuses” from the pharmaceutical company, Ortho-McNeil-Janssen.

Both of these examples illustrate why you must think carefully about what you’ve “titled” (and how you’ve positioned) chiropractic care in your office.

Follow the “naming strategy” I share in this article, and no one will ever view or judge you or chiropractic care in your office the same again.

Even more important, with the strategy I’m about to share, chiropractic care, with you, in your office, will be positioned as completely unique and of much greater value to patients.

So, let’s start with the guy my Pop went to High School with?

His first name was Arnold.

Not a big deal though, right?

It was his last name, though, that did him in.

Zass. That was his last name.

So… let me introduce you to… Arnold Zass.

(This is totally true and legit. No joke here.)

Imagine going through life with that name…

“Has anyone seen Arnold Zass?”

“Oh, Sherry just kissed Arnold Zass”

“Wow, he must be working out. Arnold Zass has gotten big”

Oh, poor guy. He must have been tortured throughout school.

No matter how smart, athletic, gregarious, or attractive Arnold Zass was… because of his name, he was undoubtedly the “butt” of many jokes. (Oh, c’mon… that’s funny.)

Anyway, let’s fast forward to what I saw the other day that reminded me of Arnold Zass. Then, we’ll get to how and why this applies to you and your chiropractic practice.

I was in the middle of watching one of my favorite television shows – Law and Order: Special Victim’s Unit – when it popped on the screen…

A commercial for a new digestive drug.

The name?

Aciphex.

The pronunciation?

“Ass-effects”. And, I’m being dead-serious.

Now.. is it just me… or is that not hysterical.

A drug designed to help with acid refux and heartburn… that has potential side effects including diarrhea, nausea, vomiting, indigestion, and flatulence… called Aciphex (Ass-effects).

Just priceless.

So, what does Aciphex and Arnold Zass have to do with you and your chiropractic practice.

A LOT!

They illustrate the power of a name. And, how names and titles themselves alter public perception.

In your case, the name or title you’ve given for the chiropractic care you provide in your office directly impacts how prospective patients and regular patients view what you do, and it’s worth.

In other words, tell the world you simply provide “chiropractic care”, and you instantly commoditize what you offer and position yourself as another me-too provider of what 23 other chiropractors around you are also providing.

Tell the world, instead, you provide the “Comfort Method Of Chiropractic Care”, and you immediately differentiate yourself from every other chiropractor, escape comparison (from patients) with other doctors, and instantly boost the perceived value of what you’re offering patients.

Maybe you do provide the same thing as other doctors. Maybe, in fact, you provide the identical type of care as other local doctors.

That doesn’t mean you should position it, name it, and market it the same as they do.

Just the opposite!

Marketing is all about positioning and perception.

Your job, first with the name or title you’ve given what you do, is to differentiate your care from everyone else. You do this by giving a unique name to the method of chiropractic care (or service) you provide to patients.

Remember, if patients believe there are 23 other chiropractors in your area offering the same thing you’re offering, your care is immediately devalued. It’s all about the law of supply.

If, on the other hand, you’re the only one in your area offering… what seems like a “special method or approach” to chiropractic care… the perceived value of what you do goes way, way up. Why? Because they perceive you’re the only one doing or offering it.

So, let me end with a plausible scenario and question…

If someone approached you tomorrow while at the store, and asked what you do, what would you say?

Would you tell them you provide chiropractic care?

Or would tell them you provide something which conveys much greater perceived value?

Popularity: 2% [?]

Reading time: 4 – 6 minutes

Here’s a simple, quick, and powerful way to generate a lot of attention for your chiropractic practice.

Do this now, and there’s no doubt you can generate a nice influx of new patients.

Let me explain:

In 1937, old time author and expert advertising copywriter, Robert Collier, taught a critical lesson about marketing.

If you’ve attended any of my trainings you’ve undoubtedly heard me repeat this advice several times.

Here’s what Collier said (paraphrase):

“One of most powerful ways to seize the attention of your target market is to begin by entering the conversation already going on in their head.”

What did Collier mean by that?

Just this:

It’s a lot easier to get the attention of prospective patients if you know what it is that has their attention already. Then, you can use what it is they’re already thinking and talking about as a lead-in to deliver your marketing message.

For example, right now as I write this, the “Balloon Boy Hoax” is all over the news.

And, people are talking about it like crazy.

If you were thinking of sending out an email today to prospective patients to promote chiropractic, you could easily leverage the news about the balloon boy to cut through the clutter and gain entrance into their mindspace.

In other words, you could tie your subject line and first few sentences in with the the balloon boy story.

Here’s a simple subject line & email example of how this could be done:

====================================================

Subject: The Balloon Boy Is NOT The Only HOAX!

Hi Bob,

Did you hear the news?

Originally, law enforcement and most of the news channels were claiming the balloon boy wasn’t a hoax.

Then, a bombshell dropped!

During an interview, Falcon (the actual balloon boy), turned to his dad and said, “we did it for the show”.

And, right there, the HOAX was exposed.

Well, today, I want to expose another HOAX to you.

Only this HOAX has to do with YOU and your health and wellness.

For a long time, the medical community criticized chiropractic care.

Well, blah, blah, blah

====================================================

Do you see what we just did in that little example?

We entered the conversation already going on in the mind of your prospective patients.

In the process, we seized their attention. Then, we diverted their attention to the topic we ultimately want to talk about which is chiropractic care with you in your office.

Now, some topics and news items are even easier to leverage for your marketing.

For instance, right now one of the hot topics is the Swine Flu and vaccination.

This presents you with an incredible opportunity to jump into the conversation and generate a serious influx of new chiropractic patients in the process.

Here’s how I would do it:

I would host a free 60-minute teleseminar entitled “How To Keep You And Your Family Safe From The Swine Flu: The Truth About The Swine Flu, Vaccinations, And Everything Else You Need To Know To Stay Healthy!”

I’d run a small-space lead generation ad in the Health section of the local newspaper. I’d notify patients via email several times, and use in-office collateral material.

I’d have my CA contact a couple of local physicians to find one who would be interested in promoting the event to their own list of patients, in exchange for speaking for about 10 minutes on the topic of vaccinations and the exposure to a list of interested, qualified individuals.

I’d then use a simple free teleseminar phone line that would allow me up to 100 people simultaneously. You can do a simple Google search and you’ll find lots of companies offering free teleseminar lines and services.

I’d do 50-minutes of pure content. Then, for the last 10-minutes I’d talk about the value of chiropractic care when it comes to immune function and resistance to colds and flus. Finally, I’d make a limited-time special offer to come in for chiropractic care.

Done right, this could easily convert 10-20% of listeners into new paying patients.

If you’re satisfied with the results, the next step would be to roll out this free teleseminar to other partners. In other words, you could co-host a free teleseminar every week with a different local professional (i.e. massage therapist, personal trainer, physical therapists, M.D.) gaining widespread exposure to new patients.

Plus, if you required everyone to register for the free teleseminar online via a special webpage, afterward you would have a nice big list of potential future patients you could regularly follow-up with via email.

The point is… optimally, you want to seize attention by starting where you’re prospective patients are already at in their mind. Then, segway into your marketing message from there.

Popularity: 2% [?]

Reading time: 4 – 7 minutes

There are only 3 ways to grow a chiropractic practice.

And that goes for any practice – new, old, big or small. Only 3 ways.

Oddly enough, 2 of the 3 ways have nothing to do with getting new patients.

You wouldn’t know it by looking at what most chiropractors focus on to try and grow their practice… but… a majority of the growth that can occur for your practice, cash flow, and income happens when you focus on the other 2 areas and NOT just on new patient acquisition.

Even better; as you focus on the only 2 other ways of growing your practice, you’ll see… not just a linear growth in your practice and cash flow… but you’ll see an exponential growth in all areas of your practice.

Meaning: your practice and income will multiply. Not just grow incrementally.

Today, I’m going to show you what those 2 other areas are and explain exactly how you can exploit them in your own chiropractic practice.

First, let me be clear on something…

I’m in no way advocating that new-patient acquisition shouldn’t be a major part of your overall practice marketing system. Far from it. What I am advocating is that the acquisition of new patients is only 1/3 of the puzzle… and… when you add in the other two-thirds your practice will grow much larger, much faster, and with much less effort.

So, what are the only other 2 ways to grow you practice (in addition to acquiring new patients)?

First, is to increase the frequency at which patients visit your office.

So, let’s suppose… for example… that on average your patients get adjusted 2 times per month (to keep things simple). They come in for an office visit 2 times per month… in essence giving you an average of 2 transactions per month per patient.

At just 50 active patients… each coming in on average 2 times per month… that would give you a whopping total of 100 patient visits per month.

If you focused some of your marketing efforts on educating patients about the value of more frequent adjustments, and you increased the average number of office visits per patient from 2 to just 3… you would increase your overall office visits to 150. A bump of 50%!

50%!! Pretty darn significant.

You could also increase visit frequency with additional services. For example, you could offer massage. Or nutrition counseling. Or life-style coaching.

But let’s not stop there.

The next way to grow your practice is by increasing the “average dollar value per transaction”.

In other words… if the average office visit is worth $50 to you… your aim should be to increase that average. Pretty straightforward, right?

This comes through marketing ancillary products.

For example, if you offered supplements in your office… now… patients could buy their supplements following one or more of their office visits. This would increase… even if just slightly… the average visit value per patient.

In the simple mathematical example above… if you had just 50 active patients each now visiting your office an average of 3 times per month (150 visits total) at an original value of $50 each visit your total revenue per month would be $7,500.00. That’s $90,000.00 a year.

If we increase the average visit value from $50.00 to just $60.00 your overall monthly revnenue goes up to $9,000.00. Your yearly take goes up to $108,000.00.

Now… everything we’ve done so far didn’t involve getting any new patients. It focused on increasing the value of your current patients through increasing visit frequency and the average value per visit.

When you add new-patient acquisition into the process… and continue focusing on increasing frequency and visit value… your practice grows exponentially instead of just linearly.

Linear growth occurs when a chiropractor only focuses on one of the 3 “growth legs”:

1. Get new patients
2. Increase frequency of patient visits
3. Increase value of each patient visit

With linear growth your practice grows in correlation with the increase in whatever single area you’re focusing on.

For example, with linear growth, if you increase the number of new patients by 10%.. all else being equal… your revenue goes up 10%.

But… BUT… when you focus on all 3 ways of growing your practice…

…a 10% improvement in each area produces an EXPONENTIAL INCREASE IN YOUR PRACTICE!

In other words, an increase of 10% (in each of the 3 ways to grow your practice) and your practice doesn’t grow by just 10% or even %20. An increase of just 10% in each of those 3 areas produces a 30% increase in your practice!

Let me show you with some simple math:

Before Example:
100 Patients
2 Monthly Visits Per Patient
$50 Visit Value

(100 x 2) x $50 = $10,000.00 per month

$120,000.00 per year

After Example:
110 Patients
2.2 Monthly Visits Per Patient
$55 Visit Value

(110 x 2.2) x $55 = $13,310.00 per month

$159,720.00 per year

Focusing on, and increasing by 10%, each of the 3 ways to grow your practice… and in the above example you added almost an EXTRA $40,000.00!!

If you think about it, in the above example, that increase of 10% in each of those 3 areas produced the equivalent of four months worth of work.

Imagine what kind of overall geometric growth you could experience for your practice if you took the correct actions and increased each of those 3 areas by 12%, 15% or even 20% or more.

It could be life-changing for you. And, that’s not hype or fluff.

Just think about it.

***
(Sidenote: this is exactly why it’s so important that you focus your marketing on the education and nurturing of existing patients. Because through this area of your marketing you’ll be able to impact and increase frequency, retention, lifetime value, and transaction size. This is also why we include so many automated “patient-nurturing systems” with the Chiropractic Dashboard (i.e. New Patient Welcome Videos, Multi-Media Monthly Newsletter, Monthly Audio Podcasting program, etc. You can check out the Chiropractic Dashboard here.)

Popularity: 2% [?]

Reading time: 4 – 7 minutes

Captain John Rade, a legendary fisherman from Montauk, NY, is known for his amazing ability to out-fish every commercial fisherman in his area.

His secret contains a profound lesson for chiropractors.

Grasp this… Captain John’s secret… and there’s no doubt you’ll mutiply the number of new patients coming into your chiropractic practice every month.

Captain John is a commercial fisherman. He’s also known as a Pin Hooker, the rarest of all fisherman.

While other commercial fisherman are using big nets to bring in their daily catches, Captain John is out there with nothing more than a rod and reel.

He doesn’t use any of the tools the other commercial fisherman use.

No nets. No giant trollers. No crews of five or six fisherman.

He simply goes out on a little motorboat with a rod and reel… and out-catches every other fisherman by multiples.

In fact, on any given day, on the same exact body of water, Captain John will regularly catch more striped bass than 10 commercial fisherman COMBINED!

So, how does he do it you’re wondering?

Well, when asked exactly that by a local news reporter, he said something profound.

He said, “When most fisherman go out on the water they think like a fisherman. When I go out I think like a fish.”

WOW!

The implication of that answer for chiropractors is HUUUUUUGE.

Let me break it down for you:

When it comes to marketing and trying to attract prospective patients, most chiropractors think and market from a chiropractor’s perspective.

Most design their marketing materials from the perspective of a chiropractor and NOT from the perspective of a potential chiropractic patient.

In other words, most chiropractors are thinking about themselves and their practice when they advertise. They’re NOT thinking about what prospective patients are looking for, want, need, and desire.

You see, marketing chiropractic care is very similar to fishing.

You have to know your target and know what they’re looking for so you can use the correct bait to attract them.

When fishing, it’s not about what you want to use as bait. It’s completely about what your target fish is looking for. And then using THAT as bait.

This is why the most effective chiropractic marketing materials are totally focused on solving the prospective patient’s problem or need, and NOT… NOT… about the chiropractor.

In essence, the most effective chiropractic marketing materials are not even marketing chiropractic at all. They’re marketing the solution to a prospective patient’s problem. Period.

Why?

Because that’s what most prospective patient’s are looking for and want.

* They want their pain eliminated.
* They want their energy boosted.
* They want to decrease the liklihood of getting sick.
* They want to feel their best.

An overwhelming majority of prospective patients are NOT looking for a chiropractor. They’re looking for a solution to their problem.

If you try to advertise and market chiropractic care, you’re trying to attract them with the wrong bait.

Instead, market the solution to their problem.

Market natural back pain relief.
Market naturual headache relief.
Market natural energy boosting.
Market naturual immune support.
Marketing natural aid against Swine Flu.

And the best way to do this is with free information… like a free online video… that educates them on why chiropractic care is the best solution to their specific need.

(This is what we do for chiropractors with the Chiropractic Dashboard. Check it out here: http://thechiropracticdashboard.com)

The reason why this approach to chiropractic marketing works so well is threefold:

1. It allows you to use marketing materials that are totally and completely focused on the prospective patient. Remember, the average prospective patient is solely interested in finding and getting the best and most effective solution to their problem. They’re not interested in you or your office. At least not righ tnow. And, so you need to make sure your marketing focuses on them, exactly what THEY WANT, and answers the question of “What’s In It For Me”.

2. When you offer free educational videos tailored to the specific problem prospective patients want solved, you’re able to identify exactly who the interested prospective patients are, so you can do targeted, benefit-focused follow-up with them. Remember, when it comes to chiropractic marketing; the fortune is in the follow-up. (This is automated with the Chiropractic Dashboard. Check it out here: http://thechiropracticdashboard.com)

3. With free videos tailored to specific problems, you’re able to deliver a much more targeted message that highlights the specific benefits prospective patients want. In other words, if you have a video dedicated to educating people interested in natural energy boosting on the value of chiropractic care, you can hit on the exact benefits those people want. Whereas, in your video dedicated to educating people interested in natural back pain relief, you can highlight the specific benefits they’re interested in, and show how chiropractic care in your office is the best way to experience those benefits.

The point is just this:

The more you can get into the mind of the different groups of prospective patients, and better understand their needs and wants, the better you can tailor the bait to attract them into your office.

The effectiveness and power of your chiropractic marketing totally comes down to YOU offering the most sought-after bait prospective patients are hungry for.

As Captain John Rade would probably say… It’s all about thinking like a prospective patient.

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I believe there are a couple of chiropractic marketing “tools” that will absolutely grow your practice…

These “tools” are really more of “chiropractic marketing methods” rather than anything. But, nonetheless, they are some of the most powerful and proven methods for getting new patients and growing your practice.

Let’s skip the fluff and get right to them:

Chiropractic Marketing Tool #1: PPC Chiropractic Marketing (Google Adwords)

PPC marketing is nothing more than advertising your chiropractic practice on the major search engines… with a cool twist. With PPC marketing you DON’T pay when your ad is displayed. You ONLY pay when a prospective patient sees your chiropractic advertisement, clicks on your ad, and actually comes to your website.

But, it gets even better…

With PPC chiropractic marketing, you get to choose EXACTLY when your ad is displayed on the major search engines, so you can target your advertisements strictly to the most qualified searchers of chiropractic care online, display your ad just to them, and then only pay if they take an action and click on your ad. It’s actually the most targeted form of chiropractic marketing in existence today. Seriously. And, because of that, you end up only paying for traffic to your chiropractic website that is ultra-targeted and highly-likely to convert into a paying patients. It’s really incredible stuff! And, because of how effective this strategy is right now, I had to include it on the list of “chiropractic tools that will absolutely grow your practice”.

Chiropractic Tool #2: Endorsed Offers

Endorsed offers are nothing more than having another local business owner or operator in your geographic area endorse you and your chiropractic practice to their customers, clients, patients, members, etc. When you set up this type of relationship, the percentage of prospective patients that get converted into paying patients for you in your office goes thru the roof. Why? Because when another business owner or operator, who already has trust and goodwill built with their list of customers, endorses you and chiropractic care in your office, the response is sometimes 20-30% higher than any other form of chiropractic marketing.

Think of it like this…

Imagine a local personal trainer talking to their clients about the value of chiropractic care with you, and why they recommend it. Or, imagine a local massage therapist talking to their clients about chiropractic care with you. Again, because the trust and credibility is there already, the response is almost always much, much higher than typical “cold chiropractic advertising”.

Why would another local business owner or operator endorse you and your practice, you may be wondering?

Well, there are several reasons.

First, you can work our a barter arrangement with them. In other words, they endorse you and your practice in exchange for complimentary chiropractic care with you. Second, you can work out a co-endorsement arrangement where you endorse them to your patients in exchange for them endorsing you. Third, for ancillary services in your office, like massage, you can potentially work out a revenue share with them where they get a percentage of the massage from every client they send to your office. The opportunities of the type of endorsed offer your arrange is only limited to your imagination.

Chiropractic Tool #3: Automated Chiropractic Marketing Via Email

Because email marketing can be set-up to work on autopilot perpetually… and because there’s no cost right now to use email marketing, it’s a great tool to follow-up with prospective patients, educate existing patients, generate referrals, and grow your practice.

And, even more important, because chiropractic email marketing is 4x more effective than most other forms of marketing (according to the Direct Marketing Association), it’s a must on the list of “chiropractic tools that will absolutely grow your practice”.

Think of it like this…

You can set up an email marketing campaign ONCE, and let it work over and over and over for you. You can do this for new patients. You can do this to reactivate inactive patients. You can do this for unconverted patient leads. You can do this to generate referrals every week. You can even do this for networking partners. (All of this, and more, is done for you with the Chiropractic Dashboard.)

If you’re not using email marketing in your practice right now, you’re really missing out on an incredible practice-building tool. Seriously. порно виде

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In this tutorial video, you’ll see a prime example of what NOT to do with your chiropractic marketing and advertisements. Plus, you’ll learn the 5 CRITICAL COMPONENTS of any super-effective chiropractic advertisement. And, if that wasn’t enough… you’ll also get to see a complete makeover of the chiropractic advertisement featured in this video.

To watch the video, press play below:

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There’s a legend about Bill Gates that’s circulated on the Internet for many years. It’s never been officially confirmed… nor officially denied.

Rumor has it that while he was attending Harvard University, Bill Gates discovered and read The Master Key System by Charles F. Haanel. It was this book that inspired Bill Gates to drop out of the University and pursue his dream of “a computer on every desktop.”

According to Amazon, “It is Silicon Valley’s secret that almost every entrepreneur who made a fortune in recent years did so by studying the words Mr. Haanel penned over eighty years ago! Almost every millionaire and billionaire in the Valley read The Master Key System by Charles F. Haanel. Since this book was no longer in print until recently, copies of The Master Key System became a hot commodity in the Valley.”

What’s the book about?

Well, again, right from Amazon, “The Master Key System is a system that teaches the ultimate principles, causes, effects, and laws that underlie all attainment and success.”

I think it’s worth reading for every chiropractor, don’t you?

Sound like something you’d be interested in?

If so, good news…

You can download a free copy right now. Simply CLICK HERE фото порно секретарш отдых проститутки индивидуaлки екaтеринбург and the PDF is yours. Enjoy.

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While in Key Largo I discovered the SECRET to controlling your chiropractic destiny.

You see, I just got back from a nice little getaway with Kellie and the girls in Key Largo.

And, while there I read something that PROVES why some chiropractors struggle while others succeed.

It’s actually “the FORCE that shapes your chiropractic life and financial destiny.”

It impacted me so much, I actually created a little video for you this morning that explains everything.

Click The Video Below To Play:

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I just discovered something HUGE for chiropractors that is going to SAVE YOU MONEY… BIG TIME!!

It shows the exact time of year you should *NOT* порно аниме фильмы be investing your marketing dollars on advertising for your practice.

I think you’ll be pretty blown-away by this clear cut trend…

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Watch this video and listen to this little tale that exposes what most chiropractors are able to accomplish… but just don’t realize it…

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Every chiropractic website should at least do these 3 components…

If it doesn’t, you’re website will NOT bring you the new patients or increase your cash flow the way it could.

If you don’t have your own chiropractic website yet, use the following list as criteria to make your decision when shopping for one.

If you do already have a chiropractic website, use the following list to determine what your chiropractic website is lacking.

CHIROPRACTIC WEBSITE MUST-HAVE #1:

A compelling way to capture the name and email address of visitors to your site.

Without the ability to capture the contact information of visitors to your chiropractic website, you do NOT have the ability to follow-up with them.

And, without the ability to follow-up with visitors to your website, you will miss out on a huge amount of potential new patients and cash flow.

CHIROPRACTIC WEBSITE MUST-HAVE #2:

An automated email follow-up system pre-loaded with messages to turn visitors into patients.

Because the “fortune” in chiropractic marketing is in the follow-up, you’re chiropractic website must have an automated and targeted email follow-up system.

This is one of the many ways a chiropractic website can do your marketing for you even while you sleep, relax, or enjoy whatever hobbies you like to do.

CHIROPRACTIC WEBSITE MUST-HAVE #3:

A multi-media system to educate prospective patients on the value of chiropractic care, with video and audio.

Today, it’s insanely inexpensive to use video and audio on your chiropractic website. Add this to the fact that most people are visual by nature, and it makes video and audio on your site a must.

As well, today, the use of video and audio in chiropractic marketing is a highly effective way to stand out from competitors, convey high quality, and provide a compelling, entertaining marketing message.

Without multi-media in on your chiropractic website, you’re behind the curve.

CHIROPRACTIC WEBSITE MUST-HAVE #4:

An automated system to generate and follow-up with patient referrals… so you don’t have to.

Because chiropractic marketing on the Internet can be automated, your website should have a system that asks patients for referrals and then follows-up with those referrals without you having to do anything.

This way, you get referrals on a regular, steady basis, yet you never have to worry about them or even ask for them.

Your chiropractic website should be doing it.

CHIROPRACTIC WEBSITE MUST-HAVE #5:

бляди жирные A system to reactivate inactive chiropractic patients.

Former patients, who have fallen off of their chiropractic plan with you, are usually very easy to reactivate and bring back into your practice.

In fact, with the right reactivation system, you could easily reactivate over 50%, if not more, of your inactive patients.

For most chiropractors, this is a huge source of cash flow just waiting to be mined.

With a good chiropractic website, reactivated patients is automated and built right in.

CHIROPRACTIC WEBSITE MUST-HAVE #6:

A system that delivers welcome messages and educational material to new patients.

Today, in the competitive economy, it’s crucial that you exceed patients expectations.

One of the easiest ways to do this is with a series of educational welcome videos or audios.

This is something every great chiropractic website should do.

CHIROPRACTIC WEBSITE MUST-HAVE #7:

видео просмотор порно A system that does your networking with local businesses for you… so you don’t have to.

A great chiropractic website will do most, if not all, of your networking for you.

Every chiropractic website should have a built-in system that contacts local business owners and operators for you… and introduces them to you and your chiropractic practice.

***

If your website is lacking even one of the “must-haves” listed above, you should check out the Chiropractic Dashboard.

It does all of that, and then some!

If you don’t have your own chiropractic website yet…

Click Here Right Now To Get Your Own Automated Chiropractic Website

It was designed not just to be a great chiropractic website. It was designed to be a comprehensive, multi-media marketing and practice-building system that does the work for you.

And that’s exactly what it does.

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Many chiropractors don’t even realize it…

But, they’ve placed artificial limitations within their practice-building thinking. And, it’s these very same artificial limitations that hold many chiropractors back from ever achieving the practice or cash flow growth they could experience.

Don’t believe me?

Well, watch this video, take the little “test”, and I’ll prove it.

Plus, within the video you’ll see exactly how most chiropractors limit themselves and what they’re avoiding in the process.

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You’re not going to believe this…

Chiropractic care was talked about on a popular iPhone application.

People were asked to vote and share their feelings about chiropractic. You’ve got to see this.

I took a snapshot of the results and video’d it for you. Pay attention to what 55% of voters said about chiropractic. It’s VERY instructive and eye-opening.

Press play on the video below:

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I hope you haven’t bought-into or convinced yourself of any of these little devious chiropractic marketing white-lies.

Because, one of the two biggest reasons for chiropractic practice failure is lack of chiropractic marketing systems, these small lies you tell yourself can add up to BIG trouble for your chiropractic practice.

So, as I cover these insidious lies, be honest with yourself and ask if you’ve been telling yourself any of these:

Chiropractic Marketing LIE #1: “My budget’s way to small.”

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This is a mindset many chiropractors mistakenly possess… that’s built on the idea that your chiropractic marketing is an expense.

Really… your chiropractic marketing is NOT an expense. It’s an investment, when done right, that will bring you back more money.

Your practice lighting… that’s an expense.

Your air conditioning… that’s an expense.

Your chiropractic marketing… that’s an investment.

And, when you see your marketing as an investment… one that brings you a positive ROI (if you’re doing it correctly)… you should realize that the goal is to invest as much as possible. In other words, if every time you invest $1, you make back $2, you should be doing that everyday, all day.

If your marketing is NOT bringing you back a positive return on your investment, that’s a sign that you’re simply not using the correct direct response marketing principles in your marketing and advertising efforts. Which leads me to the next Chiropractic Marketing Lie…

Chiropractic Marketing LIE #2: “Marketing doesn’t work for me.”

Of course marketing works. That’s why it’s a billion-dollar industry.

The key, though, is that whenever you do advertise or market your practice, that you’re using time-tested, proven direct response marketing principles, and not just following the herd of what other chiropractors are doing.

In fact, let me be completely frank for a second…

Following what the average chiropractor is doing to try and build their practice, will only get you what the average chiropractor is currently getting. And, right now, I have to believe that’s NOT what you want. If you do what the average does, you’ll continue to get what the average gets. And, again, right now that’s very little.

According to Earl Nightingale, anytime you’re in an industry where there aren’t many successful examples, you should do the OPPOSITE of what everybody else in the marketplace is doing.

For many chiropractors, using proper direct response marketing principles in their chiropractic marketing efforts is quite a stretch and gets them out of their comfort zone. But, most of the time, remaining in your comfort zone is the exact thing that holds you back. Often, it’s the things you’re most uncomfortable with that are the exact things you should be doing to grow your practice.

Listen:

Not all chiropractic marketing works. In fact, most chiropractic marketing doesn’t work. That’s because it’s not persuasive, not attention-getting, and doesn’t convey any benefits of what sets the typical chiropractor apart.

But… BUT… properly done chiropractic marketing that does convey all of those things, will create a steady, consistent stream of new patients and cash flow to you. It will.

Chiropractic Marketing LIE #3: “There’s no time for marketing.”

Marketing your chiropractic practice is the lifeblood of your practice. It’s THE thing that will get you new patients and keep your patients coming back for months and months and months.

The marketing of your practice should be viewed similar to the way you view eating for health and wellness. In order for your body to thrive it needs good nutrition and to be fed on a regular basis. You would say, “I don’t have time to eat” or “Eating isn’t important to my body”. We certainly know the outcome of that type of thinking.

Fact of the matter is, the chiropractors who give their marketing the proper amount of time and attention, combined with the proper direct response marketing principles, are the doctors experiencing the greatest practice growth and increase in cash flow.

Your takeaway: you absolutely, positively MUST… MUST… give your chiropractic practice marketing the time and attention it deserves and needs.

And, so… there you have it… 3 of the tiny white-lies many chiropractors tell themselves that hold them back from every experiencing the big consistent growth they long for. Don’t make that same mistake.

Todd Brown, considered by many to be the foremost expert on turning average chiropractors into wealthy “health professional entrepreneurs”, as he calls them, is known for his ability to extract maximum profit and cash for doctors out of almost any chiropractic practice.

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This video from Les Brown illustrates what it truly means to be a motivated chiropractor on a mission to achieve your goals!

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If you've ever wondered why you don't consistently get new patients or have consistency with your practice cash-flow, this video is for you.

In it, you'll see the most common mistake that chiropractors make with their practice marketing, and how you can quickly and easily fix it with something I’ve coined as “Always On” Chiropractic Marketing.

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Watch this chiropractic marketing video to see exactly how you can establish yourself... very quickly... as THE go-to chiropractor in your geographic area.

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If you’re a chiropractor and you’re not currently using multi-channel chiropractic marketing to grow your practice, you’re getting left behind. Multi-channel chiropractic marketing is really nothing more than delivering your practice’s chiropractic marketing message via a number of different channels, such as email, direct mail, voice broadcast, print and so on and so forth.

The first thing that I want you to understand is that prospective patients—individuals in general—prefer to consume information in different formats. Some people love to read email. Some people despise email and only read printed material. Some people hold a higher level of credibility for direct mail than they do for anything found online.

Other people like to listen. It’s why there’s a huge rise in the popularity of online podcasts. Many people like to view videos, DVDs, online videos.

If you’re not leveraging a variety of different channels in your chiropractic marketing, you’re missing out on all the individuals who don’t typically consume information in the only format that you’re using. If you’re only using email chiropractic marketing to promote your chiropractic practice, for example, you’re missing out on all the individuals that don’t typically consume information via email. And if you’re only using direct mail, you’re missing out on all the individuals that don’t typically consume a large quantity of their information from direct mail, but instead consume their information online, from a Web page, for example.

So it’s important for you to understand that when you use multi-channel chiropractic marketing, you’re actually delivering almost the same marketing message—just over a variety of different chiropractic marketing channels—to make sure that you’re giving everybody the format from which they would typically consume the information.

The second thing is that a chiropractic marketing message delivered in multiple channels is more credible. A prospective patient that gets an email from you, but then gets a direct mail piece from you and maybe then sees something about your practice in a small space ad, is going to see your chiropractic marketing message as a lot more credible than if they only received messages from you through one channel. When prospective patients get a chiropractic marketing message in a variety of different channels, it adds more credibility to what the message is saying.

This is incredibly important—it’s a huge gold nugget if you grasp this—that patients who respond from multiple channels typically have a higher lifetime value. That means that patients that respond to chiropractic marketing messages from a variety of different channels for one of your practice promotions—those patients are going to be statistically worth more to your practice than just a patient who responded to the small space ad and no other channel.

And for this reason alone, you should be using multi-channel chiropractic marketing. Not only does it provide your chiropractic marketing message in a variety of formats for people to consume information in a variety of different ways; not only does it lend more credibility to your message, but by using a multi-channel chiropractic marketing system in your practice, you’re able to acquire and develop patients that are worth more to your practice than if you were only using a single channel.

Plain and simple, multi-channel chiropractic marketing increases response. It makes you more money. A multi-channel chiropractic marketing campaign will get you more new patients. It will get you more referrals. It will increase response. It will generate more of whatever it is that you’re trying to generate when you use multiple channels, compared to when you’re only using one channel.

So I suggest that you take a step back and you ask yourself how many channels you are leveraging right now. Are you using the Internet? Are you using email? Are you doing search engine marketing for your practice, for your Web site? Are you doing any kind of teleseminars for educational purposes? Are you using direct mail? Are you using small space advertising? What are the different channels that you are using?

Your goal should be to leverage twelve different chiropractic marketing channels for any campaign that you’re using in your chiropractic practice. I promise you, if you do, the results that you’ll reap from any chiropractic marketing campaign will shoot through the roof. You’ll be astounded by what adding a small handful of additional channels can do for even a currently lackluster marketing campaign. Add in multiple channels, and again, response will shoot through the roof.

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Watch the video below:

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With the economy continuing to worsen, almost by the day, many chiropractors are becoming more and more concerned about the future of their practice, income, and livelihood.

Questions like, “Are people going to be able to afford chiropractic care” and “What the heck’s going to happen to my practice in the future” are only some of the thoughts and concerns many chiropractors are dealing with. And rightly so. The economy IS terrible and it IS more difficult than ever to be a successful chiropractic doctor. However…

It’s in times like these that fortunes are made!
It’s times like these that separate the “real-deal” from the “ordinary and average”.

I believe that wholeheartedly because history has proved it time and again.

The question is… do you?

Do you believe that you can still thrive in a tough economy?

If not, the battle is already over. You’ve already thrown in the towel.

If you do believe it, than hopefully you understand that it’s going to require change, adaptation, and flexibility.

Change, because times are different today than they were even just 24 months ago. You can’t expect to practice and promote the same way you were then, and yet get the same (if not better) results. It’s just not going to happen.

Adaptation, because you’re going to need to adapt your practice and chiropractic marketing to what works. In other words, you can not continue hoping things are going to improve for you (and not get radically worse). You need to adapt what you are doing to the economic environment as if you were a chiropractic business chameleon.

Lastly, flexibility, because you need to be willing to do what works. As you may have heard me say before… and it’s one of the profound pieces of advice I can give you… you must be mature enough to do the things that work in your practice, NOT the things you’re most comfortable with. When you’re in business for yourself, as you are as a practicing chiropractor, you MUST remain flexible enough to do the things in the best interest of your practice.

In combination, the willingness to change, adapt, and be flexible with your practice and chiropractic marketing, is what will help you THRIVE in these tough times while other chiropractors remain rigid and eventually go extinct.

So, how do you put these three in action in your practice?

Great question!

First, recognize that marketing… especially now… is the engine that drives your practice-growth. Right now, you should be leveraging online marketing technologies out the wazoo (i.e. email, online video and audio, webpages, etc.). Of course I recommend the Chiropractic Dashboard. These technologies are not only free in most cases or extremely low-cost, but, they can also be automated and are extremely effective right now.

You should be leveraging these technologies to educate patients on the value of chiropractic care in these somewhat stressful economic times. As well, you should be using regular online communication to establish yourself as a trusted health and wellness expert and resource, if you haven’t already. Remember, you’re really in the relationship business. People have a hard time quitting a relationship, but an easy time quitting a service.

Second, I recommend you begin conducting Virtual Health Classes for patients and prospective patients. You can do this with weekly teleseminars that you could legitimately do in your underwear from your kitchen table (not that I’m recommending that). This is a great way to overdeliver value to patients and add another step in your prospective patient marketing funnel with zero additional expense.

You see why I said you must adapt, remain flexible, and change. For most doctors this is completely foreign and outside of their comfort zone. But, it should be “whatever it takes”.

Lastly, you need to concentrate as much on patient retention as you do on patient acquisition. Remember, the most expensive activity within any chiropractic practice is patient acquisition. Not too mention, 2 of the 3 ways to grow a chiropractic practice take place with existing patients.

Examine your marketing system to see how often you’re marketing new services, products, offers, etc., to existing patients to fulfill more of their needs and deliver greater value. If you’re not making at least 8-10 new offers to patients per year for more “stuff” you’re missing the boat.

The point is this…

You CAN thrive in tough economic times. You CAN!

It just takes some maneuvering.

Are you willing to maneuver?

I hope so.

(I’ll be releasing a series of FREE training videos on how to make money and achieve more success during a recession over the next handful of weeks. So, be sure to check back at the blog on a regular basis.)

I’d love to hear your thoughts on this post below. Share your comments.

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Do you remember Bill Ransic, the original winner of Donald Trump’s ‘The Apprentice’?

Well, he now has his own business-makeover show on A&E called ‘We Mean Business’.

And, on this past Saturday’s episode Bill and his team did a full practice makeover for a chiropractor.

It was great stuff.

And, I immediately thought of you and hopped on the Net to see if the episode was available online.

And IT IS!

I HIGHLY recommend you take the 20-minutes or so to watch the whole episode.

Pay close attention to what’s been holding this chiropractor back and the business advice given by Bill Ransic and his team. And, also pay attention to where Bill, the
leader of this chiropractic makeover, spends his time with the Dr. Lou.

There’s a practice-building lesson right there.

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If you’re at all like me, you’ve been paying close attention to the two presidential candidates and the promises each have been making.

Personally, I don’t watch much TV. But, when I do, it’s typically “Hannity and Colmes” or Glenn Beck or one of the other political news programs.

As a marketer, I’m not only interested in what they have to say about their policies and values for my family (and chiropractic), I’m also fascinated with how they campaign and position themselves to Americans. There’s a treasure trove of marketing and practice-promotional nuggets we can reap from even a cursory observation of what we see from both campaigns.

For example, one thing both campaigns attempt to do… often times quite poorly… is align their candidate’s message with the what American’s are thinking and feeling.

In other words, advisors behind both of the presidential parties understand that in order for their candidate to deliver a powerful and impactful message, its contents need to line up with what is already important and relevant to people.

This is a powerful persuasion idea that marketing legend, Robert Collier, coined years ago within the advertising world as “entering the conversation already going on in the mind of your target audience”.

It’s based on the simple idea that if you want to grab people’s attention, you need to start where they are, and only then lead them to where you want them to be.

In other words, the start of any marketing message should always flow right into what your prospective patients are thinking and talking about at that given time.

When done correctly, this radically improves the likelihood that your message will get the needed attention it requires, if it’s going to have any impact.

Unfortunately, this is completely foreign to the way most chiropractors go about crafting and distributing their marketing message.

When it comes to advertising or marketing, what most chiropractors do is focus on what they offer prospective patients in their office. Period. Usually no more or less.

Not only, then, is the typical chiropractic marketing message void of emotional benefit statements about what prospective patients can expect to receive from the doctor’s care, there’s almost always zero perceived relevance or timely importance within the message, and there’s no entrance into the conversation already going on in the mind of prospective patients right now.

And, because of this, the average chiropractic marketing message is often viewed as nothing more than an irrlevant, unimportant, non-attention-deserving, intrusion or annoyance.

Because to the people who come across this kind of chiropractic small space ad or postcard or free standing insert, it has nothing to do with what’s important to them or pertaining to what’s on their mind right now. Hence, to them… there’s no need to pay much attention to it or take it very seriously.

This is certainly no way to go about trying to capture and hold the attention of your target market… the first step in any chiropractic marketing campaign.

So, how do you “enter into the conversation already going on in the mind of your target audience”, specifically with your chiropractic marketing?

Well, you start by asking yourself what’s going on in the news or with certain trends that are likely to be on the mind of your patients and prospective patients.

Then, you think about how you can link these news items and events with the care you provide in your office.

For instance, if you have a massage therapist in your office, you can link what’s going on in the economy with an increase in stress levels, and hence the need for regular massage therapy to combat it.

You can link the choice people have between presidential candidates with the choice people have with their health and wellness approach.

You can link the corporate bailouts with chiropractic in your office, by talking about how chiropractic care can be their “health bailout” to rescue them from possibly years of physical health decline… just with a much lower cost.

You could even link your chiropractic marketing messages to big sports events, celebrities in the news, popular television shows, and so on. This is a great way to jump into the conversation going on in their minds.

The point is really pretty simple:

Always keep your chiropractic marketing and advertising campaigns relevant to what’s going in your target market’s lives. Figure out what’s on their minds and what their talking about, and then link your marketing to those topics.

This is how you capture their attention and open the door to deliver your ultimate message about chiropractic care with you, in your office.

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“Freakin’ nuts”, is what average chiropractors think when they hear about what most of the REALLY successful chiropractors are doing and (advocating other docs do) during these wild economic times.

Let’s face it…

The ups and downs of the stock market and the constant bad news about our economy are wreaking havoc with the finances of many chiropractors.

Cash flow is shrinking, appointments are dropping off, and less prospective new patients are calling.

And, for average chiropractors it’s SCARY. Rightly so.

Meanwhile, the members of the highest-earning bracket of chiropractors are loving life.

They’ve yet to see their practices take any significant step backwards in cash flow or office visits. In fact, some have actually experienced growth in their cash flow, even with everything taking place on Wall Street.

So, what are these high-earning chiropractors doing that the average chiropractors aren’t.

Well, it’s no what they’re doing that the average docs aren’t. The better question is what are the doctors with the shrinking offices NOT doing that the millionaire chiropractors are.

The answer…

Marketing, marketing and more chiropractic marketing.

Aggressive chiropractic marketing to be more specific.

You see, what the wealthiest, most successful chiropractors understand is that marketing for chiropractors is the lifeblood of their practice.

It’s the engine that drives their practice growth.

It’s THE thing that allows their practice to survive and thrive. Nothing else.

And, because of that, your chiropractic practice marketing should be the very last thing to ever get cut our of a budget.

“Marketing is muscle, not fat. Be careful about cutting it”, one journalist wrote.

Unfortunately, that’s exactly what so many struggling chiropractors have done – they’ve cut their marketing budget way back, if not eliminated it altogether.

What a MONSTROUS MISTAKE!

In fact, a recent article in Business Week, “Five Don’ts for Marketing in Tough Times”, said it best…

“Just as the savviest investors view down markets as a time to buy when everybody else is selling, the savviest marketers know recessions are a great time to pick up market share.

They understand that by maintaining their budgets (or even increasing them) they may not come out ahead during the down times, but they can pick up market share that will pay off in the long run.

Marketing dollars in a recession are like oxygen on Mt. Everest, the less there is in the surrounding environment, the more valuable the amount you possess becomes.

Cutting your marketing spending is a sure way to give ground to competitors who may be more aggressive during the downturn.”

And ,if that wasn’t enough, here’s what John A. Quelch said in a recent HBS Newsletter:

“It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”

Lastly, here’s what Business Maven, Laurie J. Storey-Manseau, had to say in the New Hampshire Business Review:

“When times are tough and business is slow, marketing is the very last thing that ought to be cut. Now, more than ever, companies must make themselves and their products known.

But I recently came across a great quote from marketer Chris Lockhead of Mercury: “Go ahead. Cut your marketing budget when things get tough. I get it. That’s like saying ‘I’ll throw some logs on that fire when it warms up in here.’”

It is critical to keep stoking the fire of your marketing campaign. And face it, keeping the fire burning now means you won’t have to rub two sticks together — starting from scratch! — when the economy improves.”

You see, when it comes to marketing for chiropractors, the last thing doctors should be thinking about right now, is cutting back on their marketing.

No.

Instead, what you should be thinking about when it comes to your practice marketing, is doing it more efficiently. effectively, and aggressively.

I believe chiropractic marketing online is the best way to do that.

As I said, the key to surviving and even thriving in these tough economic times is improving your chiropractic advertising efficiency and effectiveness.

While it is not a black box you can throw money into and expect great results, the web is a proven chiropractic marketing medium that can generate phenomenal returns for you.

Successful online chiropractic marketing campaigns can often take time, effort, and creativity; however, these efforts can certainly provide a substantial ROI when compared to pricey traditional offline marketing for chiropractors.

The key, though, regardless of whether you do it online or offline, is that you continue marketing your chiropractic practice.

Continue to invest money in generating new patient leads.

Continue to invest money in marketing to inactive patients.

Continue to invest money in your niche chiropractic marketing and
advertising.

Don’t stop. Don’t even slow down.

Let other competing doctors around you do that.

Let your competition make the potentially life-changing FATAL MISTAKE of thinking that in tough, trying-times the correct decision is to cut-off the ONE and ONLY activity that can fix a decline in cash flow and new patient flow.

And, while they do that, you continue doing your chiropractic marketing… and when all is said and done with this crazy economy… you’ll be the #1 chiropractor in your geographic area making some serious bank!

It happens all the time. Just don’t let it happen to you.

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Many chiropractors are sitting on untapped profit centers, without even realizing it. There’s a simple, work-free way to generate additional cash flow every month… maybe even every week… that few chiropractors realize. I’m talking about a way to deliver additional needed value to your patients, while generating extra cash flow for your practice, with you doing very little work, if any.

The profit center(s) I’m referring to is a form of strategic alliances that allow you to leverage the knowledge of other local professionals.

Let me give you an example of how this could easily work for you:

First, you begin by surveying your patients to find out what health, wellness, fitness, or nutritional information they are most interested in.

As a side note, you should be surveying your patients on a regular basis, regardless of whether you use this “zero-work profit center” method or not. Regular surveys give you the opportunity to uncover any unmet needs of your patients, and hence open up an opportunity for you to fill those needs with an additional product or service within your office.

Second, once you identify a health, wellness, fitness, nutrition, etc., topic many patients have interest in, you would have your CA contact a local professional – who has the knowledge and information your patients are interested in learning more about – to discuss presenting the information during a workshop of some sort.

For example, if your patients are interested in learning more about herbal supplementation, you could have your CA contact a local nutritionist to discuss co-hosting a weekend workshop.

Third, you would market the workshop to your patients… most specifically the patients who expressed interest in learning more about herbal supplementation… have the nutritionist present the information during the workshop, and split the revenue generated 50/50. Or, you could just pay the nutritionist for their time, and keep 100% of the workshop registration fee for yourself.

And, once you execute this type of learning experience for your patients, you can do it over and over and over with new topics and other local professionals. For instance, you could easily do this with a: personal trainer, massage therapist, health food store owner, allergist, chef, golf pro, running coach, nurse, life coach, and more. The opportunities are endless and only limited by what your patients are interested in and your ability to uncover it.

You could even take this “zero-work profit center” method to a whole new level by turning it into a continuity program – a monthly health and wellness club. Patients would pay you monthly to get access to a new monthly “bootcamp” that you would co-host with a strategic alliance partner. Now, you’re turning this profit center into a consistent and predictable source of cash flow for your practice. You could even record these monthly events and sell them as stand alone educational products for patients and prospective patients. You could use these recordings as patient incentives for participation in other activities and events within your practice, including your referral program.

The opportunities are limitless when you realize the power of leveraging other professionals knowledge.

Remember, there’s a lot of health and wellness related information your patients are interested in. Be the resource they go to get that information and guidance, and you provide greater value to your patients, increase their retention, and end up making a lot more money.

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Listen to the story below (about 10 mins) – PRESS THE PLAY BUTTON:

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This is part 2 of the video about the Friendly Neighbor Postcard tactic.

Be sure to watch video #1 first.

Enjoy.

And, oh… most important… put this tactic to work in your chiropractic practice.

CLICK HERE for the postcard text.

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Below is a portion of a video I released a few months back.

It shares what I call the ‘Friendly Neighbor Implied Referral Postcard’ chiropractic marketing tactic that will allow you to get tons of your patients neighbors into your chiropractic practice.

It’s very unique and very effective.

If you’d like to get the actual postcard that I mention in this video, just let me know below in the comments section and I’ll go ahead and post it on the blog for you (along with the free resource I mentioned in the video).

CLICK HERE to watch the Part 2 Video

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