The ChiroTrust Dometag

At the most recent Committee Meeting in Charleston, a member said…

“Ben, my wife asked me a question that I couldn’t answer….
“She asked me what the benefit is of putting those ChiroTrust stickers all over the office….
“She said, ‘Why should you advertise for them? What’s in it for you?’”

First of all, it amazes me how easy a friend or family member can throw off a business owner as if the business owner owes anyone an explanation of anything.

I know this probably came from a caring spouse, but let me be clear…

The buck stops with you, just like the buck stops with me in my business.

WE should each be in control of our business, and our confidence shouldn’t be thrown off by a mere comment or question.

Anytime you get a positive or negative comment from friends, family members, or patients, remember this…

Opinions are meaningless… Especially if they come from a small minority of any “list”.

I take criticism and praise with a grain of salt.

Nothing throws me off my clear purpose, which is to help you give your market what it wants by helping you position and market your practice in an efficient, professional, and elegant manner.

Okay, back to the DomeTags…

What the DomeTags are not:

• They are not to drive traffic to Chiro-Trust.org so that we can sell something to your list. We have nothing to sell them. We don’t “sell” to consumers or patients.
• They are not to turn your office into a franchise or to mess with your “brand”. (Which by the way, the word “brand” is so overused and overvalued. I never look at me, my business, or your practice as a “brand”. When it comes to small businesses like ours, there is no real value to “branding”. Message matters. Not “brand”. )
• They do not replace who you are, nor do they dictate what technique or modalities to use.

The purpose of the DomeTags is:

• To help answer the #1 question that every marketer should ask himself or herself, “With all the options out there, including other Chiropractors and doing nothing at all, why should they do business with me?” The answer is because you are a member of ChiroTrust and have pledged to uphold a specific standard of care.
• Along with your business card and Online Information Center, the Dometags create a cohesive and effective marketing message congruent with what the marketplace wants from a D.C.
• To help give and remind your patients of effective referral language.

The DomeTags are for your patients, as is everything that we do for and to you.

If they win, you win.

There is no other way.