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๐Ÿ‘ ๐’๐‚๐‘๐„๐„๐๐ˆ๐๐†๐’ ๐€ ๐–๐„๐„๐Š ๐…๐Ž๐‘ ๐Ÿ“ ๐˜๐„๐€๐‘๐’ !

๐‘Šโ„Ž๐‘ฆ “๐‘ โ„Ž๐‘œ๐‘ค๐‘–๐‘›๐‘” ๐‘ข๐‘” ๐‘–๐‘  ๐‘—๐‘ข๐‘ ๐‘ก ๐‘Ž๐‘๐‘œ๐‘ข๐‘ก ๐‘กโ„Ž๐‘’ ๐‘‚๐‘๐ฟ๐‘Œ ๐‘กโ„Ž๐‘–๐‘›๐‘” ๐‘กโ„Ž๐‘Ž๐‘ก ๐‘š๐‘Ž๐‘ก๐‘ก๐‘’๐‘Ÿ๐‘ !

The story of the iconic nightclub โ€œStudio 54โ€ in New York City was featured in an entrepreneurial publication I subscribe to and something quite exceptional caught my eye as I glanced through the article.

Not many people know this, but for the entire first year of the nightclubs existence they operated without a liquor licence after their applications were repeatedly denied.

๐’๐จ ๐ก๐จ๐ฐ ๐๐ข๐ ๐ญ๐ก๐ž๐ฒ ๐ฌ๐ฎ๐ซ๐ฏ๐ข๐ฏ๐ž?

To overcome this they stood in a long queue every single day for an entire year to apply for a single-day catering permit which allowed them to sell alcohol for 24 hours, therefore keeping the business operational and more importantly profitable.

Often as chiropractors, I think we get a little comfortable in our warm cosy practices. The suggestion of getting into the community and, for example, doing a weekly screening, talk or field marketing event is often followed by โ€ฆ

๐๐ฎ๐ญ ๐‘๐ฒ๐š๐ง, ๐ฒ๐จ๐ฎ ๐๐จ๐ง’๐ญ ๐ฎ๐ง๐๐ž๐ซ๐ฌ๐ญ๐š๐ง๐, ๐ฌ๐œ๐ซ๐ž๐ž๐ง๐ข๐ง๐ ๐ฌ ๐š๐ซ๐ž ๐ก๐š๐ซ๐! (๐๐Ž๐Ž๐‡๐Ž๐Ž, ๐‚๐‘๐˜ ๐Œ๐„ ๐€ ๐‘๐ˆ๐•๐„๐‘!)

When I owned 8 offices we had a screening team that did AT LEAST 3 screenings a week, and some weeks it was as many as 5 screenings in a week.

Consider also that while we had one โ€œdepartmentโ€ exclusively focusing on โ€œfield marketingโ€ aka screenings, ADDITIONALLY we had 2 full time team members focused on cold outreach to local businesses to book โ€œlunch and learnsโ€ and corporate events . So between screenings and corporate talks we could easily rack up 5 to 7 โ€œeventsโ€ a week!

๐๐ฎ๐ญ ๐‘๐ฒ๐š๐ง ๐๐ข๐๐ง’๐ญ ๐ฒ๐จ๐ฎ ๐ก๐ž๐š๐ซ ๐ฆ๐ž โ€ฆ (๐œ๐ฎ๐ž ๐ญ๐ž๐š๐ซ๐ฌ) ‘๐ˆ๐“’๐’ ๐‡๐€๐‘๐ƒ, ๐š๐ง๐ ๐ข๐ญ ๐ข๐ฌ ๐๐ข๐Ÿ๐Ÿ๐ž๐ซ๐ž๐ง๐ญ ๐Ÿ๐จ๐ซ ๐ฒ๐จ๐ฎ, ๐˜๐Ž๐” ๐‡๐€๐ƒ ๐€ ๐“๐„๐€๐Œ!’

YEP, I know showing up is hard โ€ฆ and let me tell ya, that team I had, didn’t fall from the sky. I, just like you, started doing these events myself. Then hired a team and delegated and achieved consistency that way!

๐–๐ก๐š๐ญ’๐ฌ ๐ฌ๐ญ๐จ๐ฉ๐ฉ๐ข๐ง๐  ๐ฒ๐จ๐ฎ ๐Ÿ๐ซ๐จ๐ฆ ๐๐จ๐ข๐ง๐  ๐ญ๐ก๐ž ๐ฌ๐š๐ฆ๐ž!

I tell you what isโ€ฆ the prospect of thinking that โ€œtimes have changed Ryanโ€ or โ€œnow we have social media Ryanโ€.

โ€œTraditionalโ€, old school marketing, that requires tenacity and โ€œelbow greaseโ€ will ALWAYS WORK. Things like screenings, newsletters (which we do for our inner circle clients), email marketing (which we also do for our clients), and events etc, are โ€œhardโ€ and require investment, BUT THEY WORK!

Again I’m no genius, many โ€œgreatsโ€ did it before us! Just grab the โ€œGREEN BOOK ” Chiropractic Advertiser published by Dr Harry Vedder in 1924 (yes I have it). He talks about events, newsletters sent to the entire patient lists, mailers, etc


‘๐๐”๐“ ๐‘๐˜๐€๐ ๐“๐ˆ๐Œ๐„๐’ ๐‡๐€๐•๐„ ๐‚๐‡๐€๐๐†๐„๐ƒ, ๐๐Ž๐– ๐–๐„ ๐‡๐€๐•๐„ ๐…๐ ๐€๐๐ƒ ๐†๐Ž๐Ž๐†๐‹๐„!’

There is a saying, โ€œBe the wizard, don’t fall for the wizards tricksโ€.

With that context, dอŸiอŸdอŸ อŸyอŸoอŸuอŸ อŸkอŸnอŸoอŸwอŸ อŸtอŸhอŸaอŸtอŸ อŸGอŸoอŸoอŸgอŸlอŸeอŸ อŸsอŸpอŸeอŸnอŸdอŸsอŸ อŸmอŸoอŸrอŸeอŸ อŸmอŸoอŸnอŸeอŸyอŸ อŸoอŸnอŸ อŸโ€œอŸoอŸfอŸfอŸlอŸiอŸnอŸeอŸโ€อŸ อŸaอŸdอŸvอŸeอŸrอŸtอŸiอŸsอŸiอŸnอŸgอŸ อŸtอŸhอŸaอŸnอŸ อŸoอŸnอŸlอŸiอŸnอŸeอŸ อŸaอŸdอŸvอŸeอŸrอŸtอŸiอŸsอŸiอŸnอŸgอŸ.อŸ อŸ

Just let that sink in for a second…

Google sells โ€œonline advertisingโ€ and they spend more money doing that offline than online, IN PERSON, ON THE STREETS AND SHOPPING MALLS, IN PRINT AND BRANDING.

Anybody else see the irony here?

AND โ€ฆIf it’s good enough for Google to show up to shopping centres and events in the community etc then…WHY THE HECK DO WE THINK IT WON’T WORK FOR US or that its beneath us?

Even though I personally used to spend over $100,000 a year on Facebook ads alone to generate new patients for our 8 offices, and additionally now run a marketing agency that currently does all the online marketing for well over 100 practices worldwideโ€ฆ. I NEVER STOPPED DOING THE MARKETING THAT REQUIRED US TO SHOW UP AND OR ELBOW GREASE!

๐‚๐จ๐ง๐ฌ๐ข๐ฌ๐ญ๐ž๐ง๐œ๐ฒ ๐š๐ฅ๐ฐ๐š๐ฒ๐ฌ ๐ฐ๐ข๐ง๐ฌ..

Many years ago someone asked me if he could take me to lunch to learn my โ€œscreening secretsโ€. Over coffee he asked me what my secret was because in his mind he assumed my screeners had some magic script or skill. I stopped him right there and simply said โ€œnah we get pretty average results actually, 5 -10 new patients per eventโ€.

It wasn’t that we were that โ€œgoodโ€, we were just good at consistently showing up!

๐‰๐”๐’๐“ ๐ƒ๐Ž ๐“๐‡๐ˆ๐’ โ€ฆ

Show upโ€ฆ

-Make those phone calls to businesses

-Show up to gyms

-Show up to the fetes and fairs

-Send those weekly emails,

-Send the first adjustment message and phone calls,

-Post the monthly newsletters to the high value patients,

-Do the weekly health class, and weekly lunch and learns,

– Lead the meetings and trainings with the team.

What do they all have in common โ€ฆ..SIMPLE โ€˜TO DOโ€™ tasks and require MINIMAL TALENTโ€ฆ but that doesnโ€™t mean they are EASY TO DOโ€ฆ

Remember, if it was easy, everyone would be doing it โ˜บ

I’m rooting for ya

Love and light

– Ryan

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