The Retention Based Practice™ | The Podcast For Chiropractors

Many years back, I'd thought about writing a book.

I had plenty of ideas, what I considered enough motivation and the desire to get 'er done.

That was until I found out the "actual" time and energy it was going to take.

Years later, I consulted with a firm who it appeared would be my saving grace and the book would finally become a reality...

Until I saw the 30-50K price tag.

Yikes.

Although I could see possible value on a global scale, the benefit to a local practicing Doc just didn't measure up.

Recently, I was sent a book to review by an old classmate from CMCC, Dr. Scott Vatcher.

Scott's book had made as a Best Seller in 7 Amazon categories!

My interest was piqued again.

How did he do it?

Could he help me?

It only made sense to bring him on to the podcast and find out for myself and our listeners.

What we covered:

• Why would a Chiropractor write a book?
• How much time and energy will it take from start to finish?
• Once the book is complete, then what? How can we leverage it for our advantage?
• What is Authority Marketing and how does is benefit a local, small business owner, like a Chiropractor?

First Chiropractic adjustment that is.

And we've had a friendship ever since that time.

Both Laurence and I have made plenty of "leaps" in our lifetime and we discuss the mechanics, the nuances and upsides of taking chances in practice and life.

What we covered:

• How the power of experience translates into copywriting and audience building.
• When failure is fantastic and how to do well!
• Most people only see the leap and miss the steps leading up to the big jump. What goes on behind the scenes, what considerations go into tough choices and where can you get started if it's all new to you.

Candy, vitamin or painkiller?

Which one of these best describes your practice?

In my experience most Chiropractors are positioning themselves as a "vitamin"...

Good for you, but nothing urgent or overly important.

You can live with it, you can live without it, but you probably won't remember much about the experience either way.

I'm not suggesting that's conscious or even what you think about your service.

But it is what your market and some of your patients think.

In order to become the go to resource for spinal, neurological or functional health in your community, your potential prospects must believe that you have the "painkiller".

And I don't mean that literally.

I mean you must become the solution to a pressing, urgent problem they desperately want to solve.

How do you accomplish that in a 3rd Paradigm Chiropractic model?

That's the topic for today's episode of Life By Design For Chiropractors.

What I Covered

• What does it mean to be "candy"?
• Why most docs are comfortable positioning themselves as a "vitamin" and how it's massively hurting your practice.
• What it means to become a "painkiller" and how to start the process without compromising your practice values.
• The exact language we use in our most successful marketing funnel to position our service as important and urgent.