10Steps:

Step 1:  Write articles

Step 2:  Talks

Step 3:  Radio interviews

Step 4:  TV interviews

Step 5:  Print interviews

Step 6:  Volunteer

Step 7:  Radio show

Step 8:  TV news spot (weekly)

Step 9:  Newspaper/Magazine weekly column

Step 10:  Write a book

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Types of Businesses (4/1)

1: Product/Service
2: Marketing
3: People
4: Customer Service

Unemployment is at the highest rate since The Great Depression.

Consumer debt is sky high. (Don’t get be started on the US National Debt)

Gold is at a new all time high, which is good if you own it, but it also means the value of the $dollar$ is on the decline.

(Boy, I’m really feeling like Debbie Downer…)

Here’s the good news:

Many, many Chiropractors are having a GREAT year, seeing record number of new patients.

They are excited about going to work everyday.

There is an excitement in their office.

And…

“They’re Bring Home The Bacon”

A good friend of mine, Matt Prados, has just put together a series of audio interviews with top Chiropractors, Chiropractic Marketers, and Chiropractic coaches.

http://budurl.com/lz7v

These guys are spilling the beans… They’re sharing all their *top secrets*, all of the tips, tricks, marketing techniques that are using to achieve such tremendous success… even in *this* economy!

Check out the Free interview here:
http://budurl.com/lz7v

Enjoy,

Billy

PS  If the links don’t work, you may need to copy and paste them into your browser

http://budurl.com/lz7v

When it comes to writing a book, getting started is always one of the most difficult parts. Hopefully this article will help. Anyone who wants to write a non-fiction book must start with these two essential elements: Message and Market.

Your Message:

1. Everyone has a story. A recent survey found that 82% of Americans want to write a book. Even if you do not think you have a story, you do. There are people out there that will pay to know what you know. It may be a hardship you have overcome, or maybe an expertise you may have.

2. People want solutions. This is key in any type of marketing. When someone goes to google and enters a few words or a phrase in the search box, they are looking for an answer (or solution) to a particular problem.

This is the case the majority of the time. From gardening to changing brake pads, people want to know “how to” do something. Your book should be (or contain) the solution to your readers problem.

Your Market:

1. Your book should *Not* be for everyone. Some people think that they have a book “the world needs to read.” Even if you do, don’t write it to the world.

Let me explain. The more you know about your target reader, the easier it is to write your book. You need to find your niche market, think about your ideal reader, give that “reader” a name, and write to “that” specific person.

This does two things. It helps you as you write. And it is easier for the reader to read. You will end up with a book that reads like you are “talking” specifically to the reader. Your book becomes very personable. It is much easier to read and apply.

2. Study your market. Like we mentioned before, it is important to discover your niche market. This is a group of people that share a need related to a common interest. You need to learn where your market hangs out. For example, do they go to online forums? What blogs do they read? Do they subscribe to any newsletters or magazines?

This will benefit you in several ways. One, you will learn what your market really wants solutions for. And two, when your book is complete, you will know where to go to market your book.

Getting started writing your book is easier than you think. As a matter of fact, it is very possible to write and publish your book in as little as three weeks if you know the formula.

Remember these two keys as you start to write your book: what is your message and who is your market.

Grab the FREE report here. (super cool stuff)

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This should be a *real* eye opener!  Imagine how well this could work in YOUR business and/or promoting your book.

If you really spent time targeting your market?!  This is an incredible opportunity.

…Especially if you made your ad offer something FREE like a “Shocking Report” or video series.

Enjoy!

Click below to play

Download interview here

Webster defines authority as: power to influence or command thought, opinion, or behavior. Why is this? Because most of us are taught from an early age to respect and obey authority.

So, if you can become the recognized authority in your field, you have more influence over your patients and prospects. For Example, if you are a Chiropractor, this would mean more people accepting care, more people sticking with their wellness plans, more referrals, increased Patient Visit Average, etc.

The question then is what are some ways you can become known as the authority?

Get Into The Spotlight

Become a local celebrity (without the red carpet and paparazzi). Let’s face it, people today get a little goofy around someone “famous,” even on the local level. If you can become recognizable in your community, that will build authority.

Quality Endorsements

If you are not a local celebrity, get endorsed by one. In other words, borrow their authority. When a prospective patient see’s you with or being personally recommended by someone they look up to and respect, that emotion transfers to you. This is seen in advertising often and can be very powerful.

Publicity: Radio, TV and Print

This is another powerful way to build authority. Television and radio producers are constantly looking for quality content for their listeners and viewers. If you can get on these programs with something to offer (quality content), you can gain huge amounts of credibility. This is also true with newspapers and magazines. Publicity can help you generate tons of quality new patients for your practice. With traditional advertising, people know that you paid for the marketing spot, but with publicity, you gain (or borrow) the authority of the medium in which you were interviewed. (i.e. newspaper, television and/or radio station, and magazine).

Write a Book

Have you ever noticed that the word “authority” begins with the word “author?” There is no doubt that becoming an author is one of the best ways to gain authority. If you truly want to set yourself up as the recognized expert in your local market, write a book. With technology today, becoming an author is easier than ever, and it’s incredibly affordable too (*if* you know what you are doing.)

If you write a book, all of the above become easier. It’s easy to get free publicity when you are an author… which helps put you in the spotlight. And you can get quality endorsements to write a blurb on the back of your book… which all builds your authority.

With the right tools and a little planning, positioning yourself as the authority in your market can be easy (and lead to many more new patients/clients!)

There are many options you have when it comes to self publishing. In this video we look at different options and weigh the pros and cons.

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Please comment below with questions… are complements on my nice haircut

*Since you are already on the Instant Influencer Blog, you’ve already sign up for the list. *

Have you ever had a hard time getting into a book?  In this video, we look at a simple formula that will help you write a book that draws in the reader and motivates them to take action with your information.

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In this video, we discuss the differences in Traditional publishing and Self publishing.  Which one is right for your goals?

This is the replay of a call I did recently for a group of mostly chiropractors, but the content is applicable to any industry or niche.  Make sure to download the worksheet and grab a pen.  You are definitely going to want to take notes.

Some of what you’ll learn:

1. Using your book to get more clients
2. Using your book to keep existing clients
3. Getting Free publicity
4. Getting Started writing your book
5. Developing your topic
6. and much more!

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Getting Started Writing Your Book – Worksheet

Are we seeing the end of newspapers as we know it? Hasn’t the internet pushed the newspapers out of business? Should you even spend money putting ads in your local paper?

Since releasing my Ultimate Chiropractic Ads in January of this year, occasionally I get asked the above questions. So I thought it would be a good idea to discuss some of the answers on the blog.

First let’s address the question…”Are newspapers disappearing?”

Before I answer this question, let’s look at a couple of other industries going through tough times. GM and Chrysler are getting bailed out and on the verge of bankruptcy. Yet, new cars are still being sold and, my guess is, will continue to be built for years into the future. In the past year, hundreds of banks have folded and been bailed out by the government. But, I predict banks will be around for a long time. My bank just built a whole new wing for “wealth management”.

What do these businesses have in common? They  made bad decisions for years and are now paying the consequences during a recession. The same goes for large newspaper companies. The newspaper corporations grew large and wasteful. They disconnected with their readership and begin to twist stories into one-sided arguments. Plus, they designed and encouraged the use of poor ads for their clients. When the economy took a dip, these same clients were not willing to pay for advertising that couldn’t bring in a return on investment.

So the answer is yes, some newspapers have gone out of business. But, does this really mean anything? Businesses disappear every day. A few that have folded: The Rocky Mountain News, Baltimore Examine, Kentucky Post, and the Cincinnati Post. However, the important point here is that newspapers didn’t disappear into thin air in these cities. Someone is still printing papers and making money. For example, the Cincinnati Enquirer, Baltimore Sun, etc.

A recent MarketWatch.com (owned by the Wall Street Journal) report shows newspaper readership down 7% in the last six months. Not surprising, since the economy itself is down more than that. Spending is down. The stock market is down. My retirement account is down 40 %! So, in the big scheme of things, a 7% decline is rather healthy.

Does newspaper advertising still work?

Yes, of course it does.  (If a chiropractic office closes it’s doors because of poor marketing, does this mean chiropractic itself no longer works?) But the key is running the right kind of ad.

To get a good return on your investment with newspapers, you have to run niche-targeted ads.

Patients that come in to your office from a condition-specific ad are much easier to convert, compared to patients from other sources.  In fact, I would rate “newspaper ad patients” just below a referral patient when it comes to quality.  The most important thing you want when it comes to newspaper ads is diversity. You don’t want just one newspaper ad. If you purchased my Ultimate Chiropractic Ads, make sure you are running at  least 2-3 different ads on a regular basis.

Just like you should never rely on just one type of new patient marketing, you should never rely on just one type of newspaper ad. (This was the problem with a popular newspaper ad kit released years ago.)

Here are a few examples of it working in chiropractic offices for 2009…

Dr. Beck, Just an update on the ads I’ve run .  On Feb. 10, I ran the “Could One Hour With This Doctor…” half page ad and got 13 patients to come in . We closed 10 of those for a total of $18,885 already collected. We paid $1134 for the ad. That’s a 16:1 ROI !!

On March 24, we ran the same half page ad and 10 patients have come in. We converted 6 of those so far and have 1 more coming in today for ROF. We have collected $14,,066 so far. That’s a 12:1 ROI !!

I just ran the “Herniated Disc” ad yesterday. We are scheduling patients as we speak.

THANKS!!!
Denton James, DC

P.S. I ran 2 other ads from another source on 1/21/09 and 3/3/09. The ROI is about 5:1, which isn’t bad, but your ads get us 3 times the ROI !!

Here’s another email I received from a doctor running a full page ad (which is not required with my ads, but he did so to get a bigger ROI)…

Hey Doc,
Just wanted to let you know how great the ads are working for me.  We ran the \”Are you living with sciatica or back pain\” ad on March 30, 2009 which is a Monday. It was $2950 for a full page ad. We had 8 new patients scheduled before lunch on Monday.  For the week we ended up with 14 new patients. We have had 3 referrals so far this week. (the week after running the ad). We have a case $ average of around $1500, so we are figuring about $26000 in income. I couldn’t be happier with the ads so far.  We are looking forward to running another ad in the very near future. – Dr. Chad Keeney

“But aren’t online news sites competing with newspapers?”

Yes, but there’s still a lot of money to be made with print newspapers ads. Many newspapers realize they need an online presence, and are now creating hybrid type papers that are in print and online. Some papers have shut down their print editions, but publish regular online newspapers.

This is why you should be in both places. Never focus on one source of new patients too much. It’s much safer and more profitable to diversify.

No one can say if and when newspapers will become obsolete. If you’re concerned about it, my advice is to stop trying to predict the future and focus on what is working now.

To discover how to bring in quality new patients with done-for-you ads (without outdated marketing strategies or free reports) visit http://www.chiropracticmarketinguniversity.com/newspaper

Recently on one of their crazy excursions, Rustee and another of the GNO-gang members went to watch Julie & Julia.  Rustee said one of the main scenes that stuck with her, was when Julia Child (played by Meryl Streep) first received a copy of her finished book.  She was jumping and dancing about with excitement.

Can you relate?  I can.  When I first received a copy of Profit Practice 2.0, I literally could not stop smiling for days.  It is an incredible feeling of accomplishment.

Now my desire is for you to achieve and experience that same accomplishment.

The ABC’s of a Leader, is a book that I have worked on for years.  During this process, I learned several tricks and tips about the writing and publishing industry.  Since then, I developed a step-by-step system that allows you to write and publish a book in as little as three weeks.  This is the exact same process I used for Profit Practice 2.0.

Writing and publishing Profit Practice was so much easier.  Because I had already been down this road, I knew the short cuts and the dangers to avoid.

Now you can follow my road map and avoid the same pitfalls so many newbie authors fall into.  Instant Influencer will save you thousands of dollars in publishing cost and save you months, even years, of writing time.

You will even learn how to publish your book for as little as $2.22 per book with no minimum orders.  At that price, you can give your book away as a fancy business card or you can sell them and make more money than most authors.

For more information on the easiest, fastest, most cost-effective way to write a book, go to InstantInfluencer.com.  And it’s guaranteed, you have nothing to loose!

Your Message:

1. Everyone has a story. A recent survey found that 82% of Americans want to write a book. Even if you do not think you have a story, you do. There are people out there that will pay to know what you know. It may be a hardship you have overcome, or maybe an expertise you may have.

2. People want solutions. This is key in any type of marketing. When someone goes to google and enters a few words or a phrase in the search box, they are looking for an answer (or solution) to a particular problem.

This is the case the majority of the time. From gardening to changing brake pads, people want to know “how to” do something. Your book should be (or contain) the solution to your readers problem.

Your Market:

1. Your book should not be for everyone. Some people think that they have a book “the world needs to read.” Even if you do, don’t write it to the world.

Let me explain. The more you know about your target reader, the easier it is to write your book. You need to find your niche market, think about your ideal reader, give that “reader” a name, and write to “that” specific person.

This does two things. It helps you as you write. And it is easier for the reader to read. You will end up with a book that reads like you are “talking” specifically to the reader. Your book becomes very personable. It is much easier to read and apply.

2. Study your market. Like we mentioned before, it is important to discover your niche market. This is a group of people that share a need related to a common interest. You need to learn where your market hangs out. For example, do they go to online forums? What blogs do they read? Do they subscribe to any newsletters or magazines?

This will benefit you in several ways. One, you will learn what your market really wants solutions for. And two, when your book is complete, you will know where to go to market your book.

Getting started writing your book is easier than you think. As a matter of fact, it is very possible to write and publish your book in as little as three weeks if you know the formula.

Remember these two keys as you start to write your book: what is your message and who is your market.

For more information on the easiest, fastest, most cost-effective way to write a book, go to InstantInfluencer.com.

Many people suffer from back pain.  Sometimes just seeing a chiropractor set up at an event is enough to get someone’s attention.

Below is a list I have compiled to help you make the most of a community event.

1. Smile
Have you ever heard of the Halo Effect?  It simply states that people are attracted to, and more likely to follow, someone who smiles and is well dressed, than someone that is not.

2. Don’t Sit
People do not want to “bother” someone who is sitting.  Standing and smiling makes you more approachable.

3.  Confident & Concerned
You have to sound confident it what you say and how you present yourself.  This goes for staff also.  They should be confident also.  If they do not know an answer, they can simply say, “That’s a great question.  I think Dr. ________ can answer that better than I could.”  Concerned is another attribute that you should have.  When someone stops at your booth, they are probably having some symptoms of sorts.  Show concern when dealing with the person.

4.  3rd Party Stories (Testimonials)
When they tell you their issue(s), don’t just say you may be able to help.  Use a story of another patient that was suffering from the same thing and they responded well to treatment. (etc)  That builds credibility and uses a law of persuasion called Social Acceptance. If others are doing it, it must be okay…or they feel like they are missing out on something.

5.  Screening or Not?
Sometime screening is not necessary.  If someone is hurting, and after speaking with you they feel you may be able to help them… schedule them for an appointment.  Don’t over sell them.

6. Create Urgency
You have to give them a reason to act now.  Obviously the have not got off of their tail and called to schedule an appointment on their own.  Why should they schedule one now?  I recommend  using a discounted exam.  However, you must know how to present it.  You should say, “Normally for (get detailed) the consultation, exam, any x-rays needed, the initial visit is $180.00 (or whatever).  However, anyone who schedules an appointment from today’s event, we are doing the exam for only $20.00.” Always give the higher price first.  That create a watermark.  Now that they are thinking about the $200 price level, $20 is really cheap.  That creates urgency.

7.  Ask for the Appointment
Ancient text says, “You have not, because you ask not.”  The number one reason for not scheduling more patients at health fairs and trade shows is not asking the potential patient to schedule an appointment!  After you explain the discount exam, I suggest using the assumption close. Simply say that it is a great opportunity for them to come in and at least get checked out.  Then grab a pen and calendar.  With your head down and pen in hand, simply ask if Monday or Tuesday would work better for them.

Knowledge is knowing.  Wisdom is applying the knowledge.  Now go use wisdom and apply the above techniques to grow your practice and heal more people!

YEARS!? A bad YEAR!?

That was my thought when I first saw that movie. Now, the more experienced me can relate. I too have had a bad year are two. But my bad years were still far great than many peoples good years. That’s not meant to sound boastful. I was told years ago that no matter how bad my problems are, somebody has worse.

When I was selling rare coins, the manager once said to the sales force, “A new, good customer and some good sales will cure most of your problems.” That’s true with chiropractic also. If you were seeing 30-50 more patient visits per week, would that help your current situation? It definitely wouldn’t make it worse! That is an extra $10-12K per month or $120K per year for most offices!

And think about this… 30-50 extra visits per week is only 10-15 new patients. That’s it. 10-15 new patients are a good start to getting you out of the rut.

The first thing you must do is develop a marketing mindset. Always be asking yourself, “How can I get a new patient?” How are businesses in other industries attracting new business? What are ways that you have had success getting new patients in the past? You must be proactive in the growth of your business. It will only happen if you happen.

Tape up a sign on your computer monitor that reads, “What have I done today to attract more patients?”

Now go make it happen.

To current members of CMU:
I know what some of you are thinking, “why did you create the CMU membership first?”  Well, that was so some of you guys could get busy sharing your marketing ideas and comments with each other as soon as possible.  Since it is a “members only” site, we needed something for current non-members.  Don’t worry.  Most of the blog posting will be forwarded to the CMU membership site also, you guys just get the added benefit of using the knowledge and experience of each other for marketing tips and strategies.

To the rest of the world:
Welcome!  Chiropractic Marketing University was my brainchild a few months back.  It started as a social site (kinda like myspace) for DC’s to share marketing ideas and experiences with one another.  That site (www.chiromarketinguniversity.com) is a members only site.  There is no monthly membership fee.  You simply have to be invited by a current member. 

So this site is for those who are currently non-members.  It will also be the site hosting the CMU podcast.  Show notes of each episode will be posted on here.  Also links to resources discussed in the podcast will be listed here. 

I am not a chiropractor, but I am in chiropractic marketing.  This is what I do everyday.  I work fulltime as the Director of Marketing at a clinic here in Texas, and I do marketing coaching and consulting on the side. 

I will be sharing much of my knowledge on blog posts and on the CMU podcast.  Be sure to bookmark this site and any post that you think others would enjoy.