Hi, and welcome to The SMART Chiropractor.
I'm Dr. Jeff Langmaid here at Dr.
Jason Deitch, where every week in about 30 minutes we show you how you can become a smart
Chiropractor we explore how to create a stable and predictable revenue stream.
We call that having a pay day practice is part of being The SMART Chiropractor.
And today we're going to talk about why your Chiropractic social media isn't enough.
And that's a this is a tall order, as we've been talking a lot about social over these
last few episodes.
But it really ties into a concept of what we call daily action and accountability.
And it's how you can make it easy, how you can create a system and process, as we've
explored with some of the other technologies, as well as systems and processes, enable
you to get better results with less stress.
And that's that's where a lot of this starts.
So I guess let's just open it up right there.
When we say your Chiropractic social media isn't enough, always I mean, to you, there's
maybe a handful of people, Dr.
Bill Pierce, for example, being one of them, that this this title wouldn't apply for.
There are a handful of docs who understand the power of social media, who are passionate
about being teachers, who are dedicated to being of service to as many people as they
possibly can. And therefore, from that mindset and from that generous spirit, use these
free communication tools on a regular basis to inspire their community.
So, you know, Bo and a handful of others that we see online, this doesn't apply to you,
to the rest of you, you know.
The word system, as many probably have heard, is save yourself time, energy and money, and
that's really where most stocks, I think, fail or blunder or just never build traction.
They have been, I think, misled to this belief, concept or mindset all around our they're
like, you know, if it doesn't have a return, why would I do it?
And you go, what kind of return are your measuring?
And they go, well, a financial return.
Right? If I put in this, they're not even putting in money anymore.
They want to return. Right.
It's my time and it's not even that much time.
Right. It's not even that much of an eye to need an are on.
Right. So but that's our consciousness, you know, so there's just too many chiropractors
that sort of randomly throw stuff against the wall and, you know, well, let's see what
sticks and whatever sticks.
I'll follow that. And then we get together in groups that are events and seminars and go,
why doesn't anybody understand me?
Why don't people understand and appreciate Chiropractor or Chiropractor or, you know, why
are we in this continued state?
The very simple answer for that, and that is because people in your community, our
community, collectively, our nation and our planet.
Really have no clue what we're talking about, because if they did, we wouldn't be in this
situation. So.
This has become a self-fulfilling prophecy prior to social media, it made perfect sense
why people didn't understand us.
There were a handful of communication channels owned by powerful corporations, whether as
newspaper companies, TV media companies, channels, etc.
It was pay to play if you did not have the money to get in at the top level, there was no
other distribution. Most of our profession is still living under that belief and in
today's world, everybody, everybody who has a even mobile device, let alone computer that
has an Internet connection or at least access to Wi-Fi at any Starbucks or any library.
Everybody's a publisher.
Everybody is a communicator.
Everybody has, to some degree, an equal amount of power potential anyway.
To get our message out to the masses.
But because we're stuck in this, what's in it for me, I'm not going to do it if I can't
measure something, I'm getting out of it in the next week.
We never go far enough to do the right thing.
It's like, you know, it's like patients who come to your practice and they go, don't
adjust my neck. My back is killing me.
I come in today, I'll see if it feels good, if it goes away, I'll come back another time
when it hurts again. If it doesn't, it probably doesn't work.
Don't waste your time, buddy.
So that's the mentality.
Unfortunately, most chiropractors have been taught into.
They've been sold by marketers.
How do think like marketers, which is the exact wrong thing.
So systems, you know, daily accountability really is based on the premise that it would
be similar to somebody saying, why would I eat fruits and vegetables?
Why would I get a good night's sleep?
If if I try it for two weeks and my life isn't completely different, I don't see
measurable results.
Why would I start that?
And you know what? I'm not even going to start because once I start, kind of keep on
doing it. That's kind of the way Chiropractor is approach this whole concept, and it's
unfortunate because we have what I believe to be the best kept secret in health care, if
not life in general.
It's the understanding that people have an innate ability to heal themselves, that we
have a brain and nervous system that coordinates all of our functions and our body and
directly or indirectly.
And it's really the right thing to do.
To make sure you stay well aligned, it's the right thing to do to feed your body more
nutritious stuff than junk, it's the right thing to do to get a good night's sleep.
It's the right thing to do to limit the toxicity.
It's the right thing to do to have positive, more positive thoughts than depressive
thoughts. And wouldn't you know it, it's the right thing to do to make sure you get your
message out to your community on a regular basis, regardless of the return on investment
or feedback, regardless of if you start eating fruits and vegetables and it takes you a
month, three months or six months to get to your ideal weight, it's the right thing to
do. Yeah, he said it.
I mean, and it gets down to when we talk about social media, it's a posting every once in
a while is just not enough.
But but most docs have the challenges, as we previously discussed, like, what am I going
to talk about? How am I going to do it?
So when we talk about daily action and accountability, it's really about creating a
system that enables the doc to know what direction they're going.
So, for instance and, you know, this will be one of those things that you'll want to
listen to later or write down as motivational Monday, testimonial Tuesday, wake up
Wednesday, tactical Thursday and Friday favorite's will spend a few minutes breaking each
of those down. But I want to first touch upon where we go with those.
As you if you listen to previous episodes, if you did not listen to our episode when we
talked about monthly campaigns, you've got to check that out because that ultimately is
what informs what we're discussing today.
Monthly campaigns and weekly topics.
Right. So you have your weekly topic and then you're going to break down your again.
I'll say it one more time. Motivational Monday, testimonial Tuesday, wake up Wednesday,
tax bill Thursday and Friday favorites.
And they tie into directly into your weekly topic.
Your weekly topic will change each week.
So now you have a new a fresh take for each day of the week that ties into the campaign,
that helps you stay more consistent, that helps you reach more people, and that
ultimately helps you showcase who you are and what you do in a way that's impactful to
them, which is where all of the magic happens.
So maybe we'll just kick start it with motivational money because it almost ties into a
little bit of the daily dose of inspiration as well.
So motivation on Monday, what should what's the key?
Takeaway is that you'd like docs to know about that.
You know, you think about we've talked in previous episodes.
I'll bring it back if you haven't heard it prior.
You know, the premise is that a Chiropractor really is a doctor slash teacher first,
technician second.
And most chiropractors have that backwards.
They're like, let's get them in.
Let me adjust them.
And in the best of cases, I'll teach them things along the way, and when I say teach them
things, that's not just I'll sell them more on why they need to stay to get it their
adjustments. Right. That's teaching them things that are going to be to their benefit
beyond just get adjusted more so if you think about it.
You should be your community's man.
If you want to call them cheerleader, motivational speaker, mentor, voice of reason,
source of positive inspiration, we talk about our LookUP America campaign.
It's the perfect excuse to go, hey, I know things are really crazy right now, but part of
who we are and how we think is that, yeah, every day is not sunny, but there's always sun
shining somewhere. Maybe it's above the clouds and you got to look for your optimism,
like you got to make it happen.
I think the idea of a Chiropractor building a try, building an audience, building a
community. Local and even national with the idea that I want to inspire as many people as
I possibly can, and every Monday we're going to kick the week off right together.
It earns you that right to be their mentor and it gives them a routine and a sense of
your I'm going to follow you because that's to my benefit and I really dig what you're
saying. And over time, that allows us to earn people's trust as opposed to sort of seduce
them into an action that only people in pain who want to spend twenty five bucks and not
going to work or miss their meetings because they're in so much pain come in.
It builds a different type of value.
We've talked in the past and it's probably, you know, for those listening to the idea of
limiting your practice to the one percent of people who are actively in pain searching
for a Chiropractor versus the 99 percent of people that may be in pain but aren't
searching, may have some other issue that you could help them with, but certainly
wouldn't even think about going to a search engine to handle it with a Chiropractor.
Why are we not building trust with that audience?
And the answer is because most Chiropractor haven't thought about it.
And if they have thought about it, they don't have a plan or a blueprint to be able to
actualize it. So your motivation on Monday is sort of saying, hey, join our tribe.
If you want to be more optimistic, you want to be healthier.
You want to live a greater quality of life.
That's what I teach.
That's what I inspire.
And every Monday, come join us and we'll talk about a different monthly topic, different
weekly topic. And every Monday, we're going to start the week off, write together, join
me. That's a lot different than saying, hey, did you know if you go to my Facebook page,
I'm going to teach you about why Chiropractic is good for you.
I don't know, sounds like a difference to me.
Yeah, it's dramatically different and it it builds positive momentum to set up the week
directly into testimonial Tuesday.
And that's why on Tuesday, I think there's so many docs that kind of just messed this one
up, like they think they have to have the patient, like, right there and like, do I have
to have 17 different releases?
And but I practice in this country, state, municipality, that only allows me to get a
testimonial if it's written on the third Thursday of every Tuesday.
It's like, you know, just crazy stuff.
But, you know, I think the way that we've looked at it historically has been it's a great
opportunity to just talk through a case.
If you have a patient right there.
Wonderful. And make sure you get the right releases, obviously.
However, you shouldn't be limited to that.
You can use testimonial Tuesday as an opportunity to tell what I just call a case study.
Right. You know, relative to that weekly topic of a success story in your practice, you
can just think about the patients that you've seen.
If you've been in practice probably more than a month, you're going to have the rest of
the week. You're going to have some success stories that you just like.
Man, that was great or know, that was surprising.
That was what I expected.
And then they were surprised.
You know, whatever gets you pumped and you can think about in bringing that up.
And once you do that, if you do test on Tuesday and you stay consistent, that's fifty two
messages throughout the year just on those alone that is going to inspire other people to
take action by you telling the story of the benefit someone else received.
It also makes it easy for people to share you with their friends.
So there's a good chance that if I saw Chiropractor my Chiropractor go, Hey, you know,
Patient Appreciation Week or if you've got pain, it's twenty five bucks.
I probably wouldn't go. Hey, everybody, you know, on my social network, I probably
wouldn't share something like that necessarily unless my Chiropractor asked me to.
But if you motivated me or you gave me some miracle story, I'm like, wow, that's the
power of the human body.
That's a different message than I want to go see my Chiropractor.
So. So when we create good messaging, good content and it's on a regular basis and we
build that culture, that we're being generous, we're being kind, we're sharing
information and inspiration, not just sales pitches and deep discounts, then that culture
just learns to share you with their friends and family.
That's called growth. That's called going viral.
So it takes on a whole different direction than just want to buy.
Now, how about now you're ready now?
You know, anybody wants to buy now.
That's the way it feels and sounds to a lot of people.
Yeah, it's just it's a it's a different story.
And every day of the week we talk about Monday, Tuesday, Wednesday, Thursday, Friday.
It touches on a different aspect.
So like wake up Wednesday, for instance, we utilize that.
That's kind of the science day.
Right? So that's the day that you really get to elaborate on that weekly topic, like what
is that weekly topic?
You talk about it, you break down some science facts.
It's probably what I would say is the most just straightforward, right.
The tactical Thursday is where we encourage all of our docs to get tactical.
This is where it starts to get really interesting to me because it it gives you the
opportunity to showcase real examples of things you're passionate about in your practice.
Right. Whether that's an adjustment technique, tat's tactical.
Right. Whether that is a stretch or an exercise, whether that is a rehab piece of
equipment, whether that is an ancillary modality shown to you, choose it.
Yeah, exactly. The tactical Thursday gives the opportunity to do exactly that.
So break that down a little bit more that that's what it is.
And I guess what I want people to hear so much, I mean, we can explain that each day has
its own thing. But I hope what people are hearing and the main thing I think that's the
real value of this whole structure is it's kind of like adjusting.
There are people that have no protocol.
They randomly somebody lays down and, you know, it depends on the day, they're like, wow,
where does it hurt? And they're chasing the pain.
And how about now?
Are you better now? And there's just no system to it.
The reality is that's somewhat confusing for the patient and it's certainly somewhat
confusing for the doctor.
There's no system. There's no organization.
Most chiropractors, you know, have some protocol, I do my leg checks, I, you know, I, I
palpate, I do range of motion, I do some assessment consistently as a protocol.
Now, in the beginning, you might go, oh, my God, that sounds like a lot of work.
I mean, I got to I got to learn a technique, you know, network SOTU motion palpation gone
sted like, I got to learn something.
I got to why can't I just hit the high spot and follow the pain.
You know, logically that would seem easier.
But what hopefully most chiropractors know is there's actually a method to the madness,
there's a benefit to that structure of sequencing certain things in certain ways.
There's also a value to the patient, to the person, and that they become they understand
what to expect when they come on in.
Right. They're like, oh, he's going to Chakma.
So after so the first day you work with somebody, right?
You go turn your face to your left, they're like, why, you know.
Well and you know first.
But you know, a couple of weeks later they're like.
So you build a routine with people when there is something to follow, it makes it easier
for you, makes it easier for your staff.
Hey, did you tomorrow's tactical Thursday.
Hey, did you see our Friday favorites?
We got a special. It gets everybody on sort of the same team singing from the same song
sheet creates a protocol for you.
You're like, I don't have to think anymore.
I know what I'm doing. Right.
Yes, you have to learn something.
It's a good thing. But once you've learned it, you just apply the system.
Otherwise it's random chaos.
You're like, it's Friday. What do I feel like talking about today?
It's been a while. I haven't posted.
I wonder if they're going to and you just you just don't take action because there's no
momentum and you basically talk yourself out of it because of or you do the other thing.
You don't talk yourself out of it.
You should be like, oh, here's twelve articles.
Let's just blow those. I'm good for a week.
Right. Right.
Yeah. It's just super hard.
It's super hard without us.
It's just it's not optimal, super hard and it's just not it's any good.
And we say teaching by consistently it is the consistency.
That doesn't mean you do thirty things at one time and you're good for the month.
Right. Right. Yeah.
And let's, let's talk Friday a little bit because there's a there's a couple different
ways to look at this. And I think you and I maybe look at it through a slightly different
lens and both have significant advantages.
Right. So when I think of Friday favors, I think about it as an opportunity to showcase
the products, like there's a revenue generator.
I got the stuff on myself.
You know, I never have the opportunity to talk about it.
I don't like and Friday Favorite's gives you the opportunity to say, hey, here's here's
one of my favorite insert, whatever it is.
Yeah, right. But there's a second way to look at it.
And it's and it's as you describe as the gift of endorsement.
So break that down a little bit because it's a little it makes a lot of sense once you
explain it. But the easiest one is always what I think of.
So what I got myself. All right.
Yeah, it's one hundred percent, you know, that's exactly you know, the structure allows
for great function, optimal, functional, even dare say.
I think Friday Favorite's is probably the most powerful of the day of the week, a
powerful in a different way.
I mean, they're all powerful, but because of this gift of endorsement and product sales,
it does several things.
Let's let's first just maybe declare the obvious, one of the reasons to have these kind
of catchy titles and not just, well, I'll just say something every day, is that you can
build an audience of people that now expect what to see.
Right. There used to be a TV guide.
Now you click the word guide and at least you can look and go.
I want to watch that then.
Right. So there's an expectation you can build the roads.
You can also grow your audience faster because you can say, hey, subscribe to my tribe,
follow me, because this is the value you're going to get every day.
OK, so that's an important, powerful element of this.
Now, the next phase of the Friday favorites, the gift of endorsement, is that if people
start learning based on what I just said, if they start learning every Friday or however
many Fridays you want to, I'm going to share with you one of my or our favorite things,
one of our favorite people, places, products or causes.
That allows you this massive green light, this massive oak.
To share your favorite things now.
OK, sounds obvious. What does that mean?
So if you think about and here's the way we really teach and recommend it, if every
quarter you sort of said, OK, what are my four favorite products, my four favorite
people, people being other people are professionals you refer to on a regular basis.
Maybe it's a personal trainer, a life coach, a nutritionist, a OBGYN, a pediatrician, a
stem cell expert or orthopedic surgeon, a.
Fill in the blank, right, whatever type of professional network you're often referring
people to, if you strategically and proactively said.
I want to do my audience, my tribe the favor.
Of before they even have to search.
A place they can go to learn about my favorite things anywhere so that you could say,
hey, listen, if you ever have questions about who to see, where to go and what to buy,
you should go to my practices Facebook page as part of our tribe with a library of videos
where we share our favorite people, places and products.
That's super valuable.
But to get to the gift of endorsement, typically in most cases, most of the times.
And if you do this correctly, if I were to do a video about my favorite personal trainer.
Hey, it's Friday favorite's.
I'm Dr. Jason. As you know, this is the place where we share with all of our people, our
favorite people, places and products to make your life easier.
If you live in Marin County, you want to be healthier.
You want to make sure you you tune in to our Friday favorites.
This week, I'm going to share with you my favorite personal trainer, my favorite personal
trainer. I can either talk about it like you said.
Better case, I can have the trainer with me in the video.
Best case I could have the trainer with me in the video at his or her facility.
My favorite place, my favorite person.
I could even include my favorite product.
Here's my favorite trainer at my favorite studio taking my favorite product.
That's right. What do you think?
In most cases, if you do this right, if you do a video endorsing your favorite personal
trainer? What would that personal trainer probably do?
Let me ask it the other way, if a great popular personal trainer with an audience of
people that they shared on Instagram, shared on Facebook, said, I want to share with you
my favorite Chiropractor who's helped me and many of my clients get out of pain, improve
our strength, improve our performance, reduce our risk of injury.
And they said, Oh, I just interviewed you on this video.
Here's the video.
This is The SMART Chiropractor, right?
I would wonder what would most smart Chiropractor do with that video and most of them
would go. I better get this video out to everybody I know I'm going to send it on my
email list, I'm going to post it on my Friday on my social media.
I may even put it if I have screens on my practice.
I mean, here is a popular, effective grade, maybe even good looking, great personal
trainer who's saying the best.
You get a collection of different people you endorse.
You're going have a lot of different people, a lot of different places, your favorite
yoga studio, Pilates studio across Fit Gym, health food store, restaurant, the bookstore,
I mean, on and on and on.
Again, we got friends like Bo Pierce.
A lot of people are doing exactly this, experiencing amazing results, because when you
generously and authentically, not strategically and cynically, but when you authentically
endorse people. The audience appreciates it because, you know, the whole idea of looking
for a review is what I want somebody else's authority and opinion to sort of validate.
I should see this person or I shouldn't.
They are going to have to go to a review site when you go.
This is my favorite Trayner.
This is my favorite pillories, whatever it may be.
So it's a win on every level.
Your audience thanks you and appreciate you for being generous.
Saves them time, energy.
You build your audience because you're like, oh, what do you get on your your Chiropractor
Facebook page articles telling me why Facebook why Chiropractic is good for everything
under the sun. So there's just a lot of value to your audience, a lot of value to you, a
lot of value to the person you're endorsing, it's a win and wins are good things.
Well, when you pair it with with the testimonial Tuesday, you start to hit both.
And it's not that each individual person doesn't have an audience, but there's a little
bit oversimplified. But, you know, when you have the testimonial, that's kind of one to
one, right? You're asking me as a friend, hey, you know, where should I go to have this
service done? And I'm giving you a direct answer.
So it's one to one very important, but most kind of spend like one hundred percent of
their energy there, which is I want my patients.
I want to have a referral machine.
I want to be able to make sure that everybody is referring really important part of the
business. Great way to go about the business.
But again, it's part of a larger picture.
If now then you have somebody, you have the one to one going on your ear, stimulating
intra patient referral, but then you're pairing that with, you know, an influence or a
person, a person that is one to many.
Right. That has the ability to impact dozens, hundreds, potentially thousands through
their audience. And they're viewed in the way of there's as much trust and recognition as
if it's a one to one referral.
But they're able to reach hundreds or thousands at a time.
And you're doing it on Tuesdays.
You have you're one to one with you.
We call your testimony on Tuesday.
Now, that starts to become a really potent piece of the puzzle because there's going to
be different. And I mean, think about how overwhelming is this, you know, somebody who's
in your sphere and circle of influence, but that is not a patient yet sees a friend or
asks a friend. They recommend you.
Then they see their their personal trainer, Dondi.
All right. So it really starts to become compounding in your effectiveness when you start
to put these together, which is why you're having campaigns, having daily action,
accountability. Not being random is so important because these things feed and accelerate
each other over time.
Yeah, one of the things people might be thinking is, yes, you can have multiple favorites,
right? Yeah. So like, oh, my goodness.
I know a lot of personal trainers.
Yeah. One of my favorite personal trainers.
Right. You know, so the sky's the limit.
It really is a spirit.
We started this whole series off and you know, one of our core competencies or messages
is, you know, your mindset.
What's your intention when you go into it?
It's been said, you know, I even heard it on a Seth Godin video the other night.
The idea that, you know, it was sort of put out that, you know, the best way to get what
you want in life is to help other people get what they want in life.
And not that it's a quid pro quo necessarily, but it's, say, karma.
You know, it's a do the right thing and maybe it's today, maybe it's tomorrow, maybe it's
the next day. But if you believe in something more than the material world in the moment,
you recognize that it's amazing how these things come back to you when you do the right
thing for the right reasons.
When you focus on being of service, when you focus on being generous, you know, whether
you're spiritual, religious or anything.
This is a core sense of success in today's world.
I like to believe that the idea is that, you know, you should behave as if you don't need
the money, right? Maybe you do.
We all do at some level.
Right. But we should really try to think about our actions from not our desperation and
need. But if you had the money, that's kind of the premise of the payday practices.
If if you had if you knew that you could afford to cover your bills, you weren't going
hungry, you weren't going to go in debt, that you were going to be able to cover things,
how would that change your behavior?
What would you do differently?
Would you be more generous?
Would you be nicer?
Would you be kinder?
Would you be more fun to be around?
Would you you know, would you actually be more successful if you didn't need the money?
That's the joke to all of this.
And the irony in the paradox is that, you know, you kind of go.
If I didn't need the money, I would.
Oh, my God, I would like I would speak all over.
I know help as many people as I can.
You know, I endorse everybody possible because I don't need the help.
And I go, well, you know what?
If you probably did that, you probably wouldn't need you know, you'd be there.
So it's just one of those, whatever you want to call it, karmic Godin, magical paradoxes.
I, I, I agree.
And I think that ties very well in with where we're going to go next week, which is taking
it one step further and really identifying how you are communicating.
I want you to think about your practice right now.
If you have trifold brochures, we're going to break down how you're communicating, how
you can do it from a place of abundance, how you can do it the way that most is most
effective. If you'd like to get our smart strategy guides, we have them for email
prosocial, you name it.
We feel very confident we can help you be more efficient and effective with your
marketing over The SMART Chiropractor dotcom solash genius.
You can pick up those guides there.
Please leave us ratings or reviews on iTunes.
It helps more and more docs listen and find out about this podcast.
We have any questions. You can shoot us an email.
Check out that link in the show, notes The SMART Chiropractor dot com genius or Dr.
Jason Deitch. I'm Dr. Jeff Langmaid.
We'll see you next week. But this episode brought to you by The SMART Chiropractor.
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